google about to kill wtf organic search, page-7

Google do have comparison services in the UK for some searches.

Try this one for example

http://www.google.co.uk/#hl=en&xhr=t&q=credit+cards&cp=4&pf=p&sclient=psy&site=&source=hp&aq=0&aqi=&aql=&oq=cred&pbx=1&fp=553387615f302e90

It's certainly possible that in the future this will apply to hotels as well. Just something to be mindful of. Many companies have died over night due to changes made by google.