Introduced in 2016 as Google’s response to other mobile publishing platforms like Apple News and Facebook Instant Articles, Google’s AMP (short for Accelerated Mobile Pages) began to spark interest amongst online retailers across industries. In hospitality, some website developers have been trying to convince hoteliers that they need to have AMP version of their website. What is Google AMP? It is an open platform with the sole objective to help publishers create mobile content (articles and commentary, quick opinion postings, etc.) that download fast on mobile and other devices.