Dear WuBookers, in recent years, Google has carved out an increasingly prominent role within the tourism industry, offering products and services that have shaped the habits of consumers and operators in the sector. It has no intention of relinquishing this leadership position: on the contrary, the Silicon Valley giant continues to influence the way people travel, with various repercussions for hotels. Here are the trends that emerged from last October’s Global Tourism Forum and recent announcements by the tech giant itself at the I/O event.

Planning starts with Google

More than 80% of travelers start planning their trip on Google. The search engine is in fact the main starting point for organizing travel and analyzing the various solutions available. While SEO for hotels and accommodation properties remains an important aspect for attracting consumers, it is also true that the search bar will undergo several changes in the coming months (and has already done so in part). One of the most significant is the introduction of AI mode, a navigation mode that allows you to answer much more complex and personalized questions than simple search terms. That’s why in the future we will hear more and more about AEO (Answer Engine Optimization).

Flights and hotels: more space for direct reservation

Google Travel, which includes Google Flights, Hotels, and Vacation Rentals, has expanded the search and direct reservation options for customers. Within the various tabs, anyone can not only view flights and hotels available for the dates and destinations of interest, but also complete the purchase directly from the affiliate links.

This has increased sales opportunities for properties, to the detriment of OTAs.

Google Maps, an indispensable travel companion

Despite restrictions due to the Digital Market Act, Google Maps remains an essential tool for travelers. In addition to directions, it offers information on opening hours, places of interest, hotels, and other attractions, as well as photos and reviews, giving readers a complete overview of the service and quality perceived by the public.

For this reason, it remains essential for hotel properties to maintain their My Business profile and facilitate indexing on this channel.

Voice assistants are becoming increasingly capable

Voice assistants are another key part of Google’s strategies to make travel easier. Increasingly advanced and capable, they provide comprehensive support for planning: they can search, make suggestions, and remind you of appointments and travel reminders.

But there’s more: Google has announced the development of Astra, an AI-based voice assistant that is always available and can provide advice, inspiration, and practical information at any time.

Google reviews influence purchasing decisions

Google reviews can influence the behavior of potential buyers, one way or another. Getting positive reviews means giving additional reassurance to those who are looking for information about the property and want to get an idea before booking. On the other hand, having negative comments (even worse if they are not managed) can give the wrong impression of poor customer service. Reviews – including those on Google – serve the same function as word of mouth, which is why it is important to encourage and manage them.

Google Ads: an investment that is difficult to do without

Among the various expenses that hoteliers and property managers are now accustomed to considering is the Ads budget, i.e., the amount to be allocated to sponsored ads. The Google ecosystem offers numerous alternatives for paid visibility, including Google Hotel Ads. The cost depends on many factors, and even if you do not intend to go down this route, it is essential to be aware of it in order to decide whether or not to include it in your marketing strategies.

AI: new potential on the horizon

AI is at the heart of new technological and digital developments, led by Google (and others). The American company has already embarked on this path and has openly stated that it will continue to work with AI and machine learning to implement new services and products. Among the most relevant for the travel sector is undoubtedly Mariner, an integration for Chrome, Gemini, and Search—currently in the testing phase—that will be able to book hotel rooms, tours, and restaurants on behalf of travelers.

Key concepts for hoteliers and managers

The world of Google and tourism in general is evolving, and making overly accurate predictions at this stage risks being misleading. However, it is possible to draw some macro “lessons” so as not to be caught unprepared and, when possible, take advantage of Google’s innovations:

• stay up to date on what is happening in the digital world. This may seem like trivial advice, but it is the first step in seizing change and acting in a timely manner. Faced with so many innovations, it is normal to feel overwhelmed and decide to wait for others to take the lead before following suit. Sometimes, however, being first means gaining traffic and customers, while burying your head in the sand could prove counterproductive.
• Prepare to interact with AI: by the same logic, closing yourself off to artificial intelligence may not be a good idea. Rather, it is important to be ready to dialogue with these new systems. For example, by making your content (availability, prices, and general information) open and accessible to artificial intelligence, which can then read and use it to guide end users;
• maximum personalization: this is the watchword for the browsing experience. People will increasingly search based on their individual tastes, with a level of detail that was previously unthinkable. Being able to respond in the same way, both online and offline, means encouraging this trend and ensuring guest satisfaction.

The effects that the changes introduced by Google will have on the hospitality industry are not yet fully predictable, but something in today’s balance will change, and that is not necessarily a bad thing.