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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Peter O’Connor
Chaired Professor of Digital Disruption at ESSEC Business School

While Google may be positioning itself more prominently throughout the customer journey, it will NEVER enter into direct competition with the OTAs. Why would it when it can make massive profits simply by referring traffic rather than deal with the messy challenge of facilitating travel transactions? 

OTAs and suppliers are increasingly having to deal with this new reality and adjust their business model to cope. Already companies like Airbnb charge higher transaction fees on business sourced through paid search marketing. As increased volumes of business flow through Google's superior user interface, others will be forced to follow, or alternatively invest in building a brand and customer loyalty to get future customers to book directly. 

Either way the future looks expensive!

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