Google looks to social media for some travel searches

Google revealed a slew of updates and new features to its products during its Google I/O 2023 developer conference on Wednesday.  

One that could have broad implications for travel is the new Perspectives filter, rolling out in the coming weeks in Search.

According to a Google spokesperson, users will see the Perspectives filter prominently at the top of the search results page on queries - including those related to travel - when the user “may benefit from the experience of other people.”

By tapping the filter, users will see blog posts, question-and-answer threads, images and long- and short-form videos from sources such as TikTok, Instagram, YouTube, Reddit, Quora and Twitter - potentially adding visibility to content from influencers and traveler reviews.

Google will also show details about the content’s creators such as name, profile photo and information about the popularity of the content. 

The filter comes at a time when TikTok has become a popular option for search, especially among younger generations. Last summer Google senior vice president Prabhakar Raghavan, speaking at a technology conference said “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

And it appears this version of Perspectives is a tweak on the concept Google first announced in March. At that time the company described it as a way to help users better understand news stories by providing “insights from a range of journalists, experts and other relevant voices.”

In other notable updates, the search giant is using artificial intelligence in new ways in Search and Maps.

For Search, Google says generative AI will now “do the heavy lifting” for consumers – compiling a comprehensive response to search queries that can include an AI-generated response as well as relevant links and suggested next steps and follow-up questions. 

As an example, Google showed that a prompt of “What's better for a family with kids under 3 and a dog, Bryce Canyon or Arches” returns a snapshot of key information to consider with links to learn more.

And when users tap on a suggested next step, Search takes you to a new conversational mode with context carried over from question to question.

Google is also enhancing AI in Maps to provide a more immersive experience for users. 

Using computer vision, AI and aerial images, Immersive View for routes can now visualize every step of a journey, whether for driving, walking or cycling. Users get a multi-dimensional view of their journey, including how the weather along the route may change throughout the day and how many cars may be on the road at a given time.

Immersive View for routes is rolling out in the coming months in 15 cities including New York, Paris, Tokyo, London and Berlin.