Google claims that the "friction in travel" makes it ideal for new technology and artificial intelligence-led services to come in and make improvements.
Together with Phocuswright, Google conducted research into today’s traveler, and discovered that one of the biggest upticks in travel searches from recent years involved impulse, immediate, or otherwise “last-minute” travel.
Over the past two years, data shows that an increase – by 150% - in the use of the words “today” and “tomorrow” in travel searches tells the story of the modern traveler who isn’t afraid of impulse travel if the deal is right, and an overall story of the modern consumer who expects both goods and services almost immediately.
"People don’t just want faster access to information—they want better, more personalized experiences," says Oliver Heckmann, Google’s vice president of engineering for travel and shopping, adding that nearly 60% of consumers believe that their travel experience should deploy the use of AI and base their search results on past behaviors and/or personal preferences.
Even more to the point, too, Google’s data shows that 36% of consumers are willing to pay more for these personalized experiences.
Heckmann adds: "Not only is there a strong appetite for more customized, meaningful experiences, but there’s a business case for travel companies to do more here."
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The sector is "barely scratching the surface in terms of how this technology can be used to simplify and streamline the entire consumer journey," Heckmann claims.
"As an industry, we’re getting to a place where we can help travelers get whatever information they need about a new destination, flight, hotel or activity as quickly and easily as possible, with smarter recommendations that learn and evolve over time."
Part of this shift, Google argues, will be the continued introduction of voice and digital assistants into the search and shopping journey.
Some one in three travelers are apparently interested in using digital such tools to research their trip, covering hotels and flights, as well as finding things to do in a destination.