Google – the Ultimate Disruptor in Travel?

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.