World Panel
Viewpoint12 June 2019

What to expect with Google's new positioning in travel?

Digital Marketing in Hospitality

— 14 experts shared their view

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What to expect with Google's new positioning in travel?
Facade of I Google Hotel in Incheon, South-Korea
This viewpoint was created by
Simone Puorto, Founder | CEO | Futurist
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Martin Soler
Partner at Soler & Associates

Following a great panel at HITEC Europe with Uli Kastner, I believe Google will become a dominant player in the hotel distribution landscape after the next big economic shift. Every economic downturn has been the catalyst for a new dominant player on the distribution space. 9/11 made Expedia, 2008 made Booking and the next one might be the catalyst for Google.

This is a very over-simplified view but looking at the way Google is growing their "stack" it seems the most likely player. Let's not forget that Google's micro-moments concept is also a way for them to get more people to pay for more ads at each one of those micro-moments since they're present every step of the way - from direct, through metasearch and to OTAs.

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