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Strategy Briefing

Google – the Ultimate Disruptor in Travel?

22 pages, Feb 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

There is an inherent tension between Google and travel brands, as OTAs spend billions of dollars on advertising and marketing with Google to drive web traffic to generate revenues. On the other hand, Google’s aim to make information accessible and useful has led it into meta-search and, more recently, hotel bookings. Just how far Google will move into travel booking is uncertain, but with travel distribution being upended by technology, Google is not the only one that could be highly disruptive.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

The full travel package

Google’s guiding principle is ‘to make information universally accessible and useful’ which has led it from software into hardware, and it offers a myriad of traveller services, including trip planning, price comparison and booking, available on its open operating system and even its own mobile devices.

Awkward partners

The relationship between Google and travel brands such as OTA's and meta search players is uncomfortable. Travel brands depend on Google search to drive website traffic,spending billions, but conversely Google has made inroads into meta search, and more recently booking with its Book on Google function for hotels.

Intense scrutiny

It has not been all plain sailing with Google, as the recent European Commission fine of US2.7 billion shows. The company continues to attract attention from regulators and travel players alike, to ensure that it does not abuse its power.

Will they, won’t they?

A major concern for the GDS is whether Google will follow Skyscanner and switch on NDC (new distribution capability), that enables aggregators amongst others to sell flights and ancillaries through an API, without the need for referral.

Direct opportunity

This grey area of direct sales offers opportunities to hotels and airlines, as they aim to take back from control of the all-powerful OTA's. Further disintermediation is definitely on the cards as new technology upends the status quo.

Don’t shoot the messenger

Digital assistants powered by AI are expected to the next booking battleground. Apple and Google with their operating platforms and integrated payments will compete to provide consumers the most seamless travel experience.

Not alone

It is likely that Amazon will move into a similar position of direct bookings via Alexa, while blockchain may lead Facebook to open up its marketplace to travel.

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Introduction

Scope

Key findings

The world according to Google

Timeline of pivotal Google events

Google’s tentacular reach

Not all plain sailing

Relationship filled with tension

Google Flights: first major foray into travel booking

Google Hotel Finder: poses a direct challenge to OTAs

Book on Google: further disintermediation on the cards

Taking control of the customer journey

Dealing with the duality of Google as friend and foe

Direct supplier vs intermediaries ongoing battle

What’s next?

More surprises ahead from Google

Integrated payments for enhanced experience

Skyscanner: a precursor of what may come

Well overdue modernisation of air distribution

Future contenders out of leftfield

Reports Definitions

Data parameters and report definitions

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Megatrends

Strategy Briefing

Google – the Ultimate Disruptor in Travel?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The full travel package

Awkward partners

Intense scrutiny

Will they, won’t they?

Direct opportunity

Don’t shoot the messenger

Not alone

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

The world according to Google

Timeline of pivotal Google events

Google’s tentacular reach

Not all plain sailing

Relationship filled with tension

Google Flights: first major foray into travel booking

Google Hotel Finder: poses a direct challenge to OTAs

Book on Google: further disintermediation on the cards

Taking control of the customer journey

Dealing with the duality of Google as friend and foe

Direct supplier vs intermediaries ongoing battle

What’s next?

More surprises ahead from Google

Integrated payments for enhanced experience

Skyscanner: a precursor of what may come

Well overdue modernisation of air distribution

Future contenders out of leftfield

Reports Definitions

Data parameters and report definitions

Why buy this report?

Want to find out more about this report?

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