Google knows destination marketing organizations and other major players in the travel industry will spend money to create something nice, because their professional organization demands it. And once they’ve invested in that, it seems silly to just upload it and forget about it. They’ll want to make sure people see it. And that means paying to have it show up with various keywords or have it placed in key markets. In other words, the travel industry’s biggest spenders will be paying Google to advertise this new content that Google just advised them to create.