1. View hotels on a map in the organic results
2. Click on the sponsored link results.
Viewing a place page about a single hotel on a map is not what users typically will want when searching to book a hotel.
Their best option therefore becomes clicking on the paid search results.
While Google claim that providing universal search results such as the map or videos and images is good for users, it's obviously very good for Google's revenues too!
in reference to: How user's intention influence behavior in Search Results, DynBiz (view on Google Sidewiki)