The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreFeb 2018
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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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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.
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.
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.
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.
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.
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.
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.
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.
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.