What to expect with Google's new positioning in travel?
— 14 experts shared their view
Launched earlier in May, Google Trips puts merges flights, hotels, packages, home-rentals, car rentals, ridesharing, cruises, and experiences search in one single, übermensch ecosystem, combining the Google Trips app, Google Flights, and Google Hotels under one landing page. And, with Google getting bigger on the travel landscape, OTAs continue diversifying the risks: Booking.com (with Q1-2019 revenue down by 3%, don't forget), especially, alluded to new possible acquisition and it is rumored to announce its new stand-alone tours & attractions program any day now. My long-view on the topic is that Google is going to cover the whole traveler's journey, while OTAs will move more and more to B2B, possibly even SaaS, landscapes. How will these changes impact hotels? What's your take?
It's about time. In 2010, I sat in on some sessions at Google HQ in Mountain View discussing the progression of Google in travel and it all pointed to a complete landscape or what was called back then the entire travel channel. Now, taking a page from the PSD2 movement in Europe regarding the banks having to open up their API to allow third-party services providers, the next stop for Google will be to build a layer on top of hotel suppliers so that guest can check their folio data, guest profile and loyalty, and why not make all sorts of ancillary purchasing decisions. Google can then use the data to sell back to advertisers.