GBP appears differently on Branded Searches

[Rhea Velgos]

I’ve seen GBP profiles appearing like this (below) from time to time for Branded Searches. Is there a reason why branded search profiles appear like this vs. the traditional GBP on the right side and organic on the left?

 

[ElizabethRule]

Pretty sure this is a version of Google's brand profile mixed with the GBP https://support.google.com/merchants/answer/14998338?hl=en

Pretty new for most local businesses, but I've seen it for some categories like amusement parks and zoos for a while now.

 

[Lluc]

I've seen this "new" layout for at least one year for hotels: .

They've tested different layouts, most noticeably the meta search price module.

And this week a test replacing reviews with the hotel category,

 

[Lluc]

Forgot to mention that Bing has been testing similar layouts too.