Google Pursuing '24/7 Online Travel Agent' Model
Google is aiming to become a "24/7 online travel agent" as consumers become increasingly curious, demanding and impatient.
The search giant revealed more of its ambitions to meet travellers' needs during an address at the Broadway Travel conference in Dubrovnik on Tuesday (October 16), where delegates also heard from TripAdvisor about its plans to move into a more social space between its heritage as a review site and a more experiential approach to travel content through a dedicated "social travel feed".
Google's Eoin Cahill and Benedicte Conway stressed users now expect a more more personalised travel experience than ever before. "People don't want all the fuss. They want a fast and frictionless experience," said Conway.
According to Google research, 15% of all searches are unique or brand new while over the past two years, there has been a 25% increase in search terms including the word "best".
"We are providing a platform for people to exploit their curiosity," said Cahill, reiterating the importance for Google to continue creating "relevant content" for people who are searching for things for the first time.
