Google's manager for travel Nate Bucholz said that internet has overtaken word of mouth as the primary medium through which businesses choose destinations.
He added that 69% of businesses, compared to 63% of consumers, plan travel by searching the internet, visiting an average of 22 sites before deciding.
Meanwhile, mobile travel bookings accounted for 15% of all reservations last year, up 69% from 2009, when around nine per cent used the medium.
Bucholz also recommended that the travel industry use longer phrases in their SEO and take advantage of Google's Search Funnels to find the phrases which users type to find a site.
When asked whether hotel searches on Google Maps have become too influenced by advertising, discluding smaller smaller hotels, he said that Google needed to handle large swathes of data before smaller businesses can get coverage.
The Europe Revenue Management & Internet Marketing Strategy Conference took place at the London Hilton Metropole on 7 February.
In other mobile news, HRG is launching an app at the Business Travel & Meetings Show.