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Today’s Google and the Future of Travel Booking

One of the big questions in travel technology is whether Google plans further expansion into the booking cycle of travel.

The official Google company line indicates satisfaction with their place in travel search ecosystem. Based upon market share and factoring Google’s existing travel capabilities, it’s easy to appreciate why that may be the current position.

Google’s provision of travel related information is both central and pivotal for the industry. According to StatCounter, Google's search engine market share average for 2018 is in excess of 90%. Even if half-accurate it is a wealth of traffic and industry specific information.

However, Google’s product development suggests steps toward something bigger are already being made.

The Tools of the Travel Search Trade

Google’s travel products are Google Flights, Google Trips, and Google’s Hotel Search.

In the background of marketplace activity from Expedia, Booking Holdings and TripAdvisor the search giant has developed a portfolio of travel-related technology. Some specifically targeted for the industry. Others providing conduits for behavioral information that filter into the travel products themselves.

Google Flights is an extension of Google Search for air travel. An aggregated flight search engine with interactive maps, flight paths, destination fares, comparison tools and a level of intelligence and advisory

on optimum times to fly based upon pricing. The engine captures flight information for all carriers. Low Cost Carriers conceal their pricing and require direct bookings. The recent addition of flights and fare tracking supports automated alerts for the optimum time to purchase a fare.

The recently introduced Google Trips aggregates a traveler’s information for upcoming and past trips. A one-stop shop for information, confirmations, and itinerary data bracketed for each trip. Adding to the utility value the app also provides useful destination information, opportunities for tours, activities and other local attractions.

Like Google Flights, Google Trips aggregates information then handing off to third parties at the point of booking.

Automation plays a role as data is collected from email accounts and alerts and reminders are provided in advance of travel plans. Google Trips is a mobile-only application keeping with the trend toward mobile booking platforms allowing the powerful coupling of location-based information. To date there have been 5 million downloads of the app on Android.

Google Destinations provides a discovery tool, combining destination information with flights, accommodation, tours and activity options. The best feature is combined pricing allowing a total trip per person price search. Following through with a booking is a little clumsy, separating the products into the Google Flight and Hotel Search paths. However, a convenient research tool with future potential.