As I do my periodic trawl through Google results pages attempting to spy a result that is not an Online Travel Agent (OTA) or 3rd party rehash of an Expedia Feed I see the increased creep of newspapers in the top organic listings.
Take a look at the attachment where I summarise how Google is showing it's listings diversity in the SERPS for the keyword "Luxury rooms in London". I'd written about this already but I don't see the situation improving but getting worse. When I say worse, I mean bad for organic optimization in the classic rankings sense of the word. Actually I helped my clients make more revenue than in past years because I shifted focus to take account of these changes. Optimise the visitor/conversion funnel.
What you will see in the attached is what I see on just about every major KW query for the travel sector in London.
Newspapers: both The Telegraph and The Guardian appear frequently in the SERPS, they are kind of like a WIKIPEDIA
Here is the type of pages they are putting out:
If you own a website and are getting organic & free traffic, my advice would be to run tests and experiments on your website, be ludicrous because often what is supposed to work on paper doesn't and what shouldn't, does.
I write this sending greetings from a sector in which organic traffic keyword optimization is pretty much un-optimizable and populated with larger brands.
I'm actually pretty happy about it because it shifts the optimization work away from page positioning.