Here is another interesting article about local from Michael Wall:-

http://www.michaelwall.co.uk/local-search/7-pack-and-google-local-listings-ads/

Similarly – if you sell physical products and you don’t have a Google Shopping Feed, then you are putting yourself at a serious disadvantage even if you are number one in the organic results for a product you sell..

Where will it all end?

World domination by Google by the looks of things

Social media has been described as “word of mouth on steroids”

This means that the old rules for managaing word of mouth in terms of looking after the customer, being aware of your message and managing it consistently through marketing, PR, Sales and opertaions all apply, only on a much larger playing field than before!

At the premium end of the market the brand is king.
In certain circumstances the strength of the hotel name may transcend that of the chain eg Shelbourne v Meridien.
At the lower end of the market few are going to book a ‘cheap hotel in London’ without it having a good reputation built on positive online reviews.

Its all about the brand, and the reputation, be that built up online, or by word of mouth (remember “word of mouth”? How quaint!).

The map that Google throws up does influence me to some extent.Obviously if you are going to Earls Court to see Radiohead, you want a Hilton or some such in the general area.