Tech
Google offers direct airfare bookings and could change the way travel is sold
Google offers direct airfare bookings and could change the way travel is sold
Google is a great source of information for finding flights, hotels and activities at your destination. Eight years ago, Google was becoming your new travel agency, and online travel agencies (such as Expedia) were trying to get the federal government to stop them.
So far, Google has primarily sent travelers to other sites to make reservations. You can find out what flight you want on Google Flight. If it is a Delta itinerary, it will be sent to Delta for booking. The same is true for most hotels, but in some cases you have the option to complete your hotel reservation directly with Google.
Showing consumers exactly what they are looking for is better than sending them to a place they are likely to find. Completing a transaction in one step, rather than sending someone offsite, is easier and faster for consumers.
Expedia hates it because it wants an eyeball and wants to earn commissions from sales. If Google does a better job for its customers and provides the information they want and an efficient checkout experience, it must stop from Expedia’s point of view. (It would be even better if Expedia provided consumers with a better product, but in my experience and the experience of many readers, I have the impression that they are terrible and they are not getting better. Google welcomes here It has been.)
Currently, Google has made another foray to become a direct competitor to online travel agencies. You can now book Vistara flights directly on Google Flight. This is great if you’re in India, but not so much if you’re in the United States.
Google will continue to send you to Delta to book Delta. But it shows that they are ultimately heading towards becoming a direct competitor in the travel industry. Google has long said, “In some cases, you can’book on Google’and stay with Google to complete a deal with an airline or travel agency.”
Consumers had a direct power to travel when travel bookings came online. The cost of booking most simple trips has dropped dramatically, and traditional travel agencies have been locked out of the process.
But something was lost. A good agent provided guidance on which flight best suits the customer’s needs. Was the connection at a particular time through a particular hub too risky, given the meeting the passengers were trying to hold? Or should I seize the opportunity in a given situation? Which hotel was going to best match their tastes?
The online travel agency was not actually involved in the breach. Expedia is known for monetizing the eye, rather than actually guiding travelers to the one that works best for them. This means that when an online travel site asks a hotel to improve search placement, passengers are more products than customers.
Making travel bookings easier and more seamless and guiding consumers through the confusing world of changing airfares, itineraries and hotel choices is welcome in the new world. I have enough problems with my trip. For example, tickets are properly issued, and we are surprised that the average traveler can arrive from the origin to the destination in many hours.
Adding a direct flight reservation seems like a small move in Vistara. Hopefully it shows that big things are going to happen. We hope that the Justice Department’s antitrust proceedings against Google will not protect the failed agency sites and prevent consumers from getting the travel guidance they need.
More from the view from the wings
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