Adwords for Google's hotels comparisons

I am wondering who pay Google ads to get the hotel ranked in the first places on the left hand side of pages such as:
http://ift.tt/1WdzpcU

Who? the hotel or one of the booking sites?

I ask the question because the ad does not lead to the site of the hotel. It leads to a window showing mostly ads to various booking sites
.

from Google AdWords http://ift.tt/1O2vEYZ
via IFTTT
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