Generative Artificial Intelligence is redefining the rules of online search, offering more detailed and relevant answers. But what does all this mean for Google, the digital advertising giant? And, above all, what will the consequences be for the travel industry? 🚀
According to industry experts, Google is increasingly evolving into a personalized travel assistant. Bradley Thomas Gerstner, CEO of Altimeter Capital, argues that AI will allow Google to know every detail of travelers' preferences, eliminating traditional search results and offering tailor-made experiences. Steve Hafner, CEO of Kayak, agrees: Google already has all the tools to become the best virtual travel agent, integrating AI and its products such as Gmail, Maps and Android. 📍
Henrik Kjellberg, CEO of Awaze, highlights how AI will reduce the need to click on advertisements. The trend will be to create more complex queries to obtain detailed and personalized answers, while Google will focus on providing increasingly reliable and targeted results. Mark Shmulik of AB Bernstein also points out that the travel sector will have to adapt, moving from simple search to a more visual and interactive experience, in the style of social media. 📱
Some experts, such as Paul English of Kayak, believe that Google wants to conquer an increasingly large part of the booking cycle, reducing its dependence on metasearch. However, Krista Pappas, CEO of AmiGo, denies this hypothesis: Google will continue to be an advertising platform, evolving its tools but without transforming itself into an online travel agency. Emil Martinsek of GetYourGuide confirms that AI will improve the search experience, but the final decision-making role will remain in the hands of the tourism players. 🎟️
Richard Clarke of AB Bernstein believes that AI will make Google even more valuable to advertisers, increasing the value of its advertising platforms such as Google Hotel Ads. Johannes Thomas, CEO of Trivago, adds that despite technological advances, Google's business model will remain based on advertising. Google itself confirms this vision: its goal is to provide useful information to travelers, while continuing to connect them with its commercial partners. 🔍
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