Beside the Hotel Search results for a particular city, they have a box in the sidebar which shows a couple of photos of the location sourced from flickr. There is also a link "show more photos" which redirects you to flickr.
This is similar to Narula Travels who "uploaded about 30 travel videos depicting various Indian themes ... designed to generate curiosity and interest in the mind of the viewer " on YoutTube. This move was meant to boost traffic to their website Narula Holidays. [Reference Link ]
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