Articles tagged “google”

It's rare to have an Expedia CEO speak so candidly about Google's threat to his own company. After all, Google knows how to punish companies when it wants to. Given Barry Diller's recent statements, and Okerstrom's view, there must be a lot of concern in Expedialand behind the scenes.

Google officials aren't losing any sleep over TripAdvisor spending a few million dollars less on paid search, but TripAdvisor's pullback, as well as similar moves by other large travel players, symbolizes a changing advertising climate and a long-term challenge.

When it comes to Google and its hotels redesign, few things are all or nothing. TripAdvisor can worry that Google now has more traveler photos and reviews, but some of them are from TripAdvisor. Hotel websites and phone numbers get featured, but clicking on a book button brings customers to an online travel agency site. In travel, it's never winner take all.

Voice has tremendous potential to transform the vacation rental or private accommodation experience as we know it — but are we there yet? And if not, how do we get there?

When Google perfects vacation package search, this could be a very compelling product because some have tried, but few are doing it in any meaningful way. This is all part of Google's steady and ongoing rise in the travel e-commerce ecosystem.

Diller is one of the godfathers of online travel and Expedia is probably among the top two travel advertisers in Google. Whether his comments will lead to lobbying or business practice changes, is today's multibillion dollar question.

TripAdvisor still isn't crazy about Google emphasizing its own travel businesses ahead of those of competitors. Still, in the wacky world of online travel marketing, metas will advertise in other metas when the financials work in their favor. User experience? It isn't always the best.

Voice-based search will not only have technology issues to overcome, but in an era when news of data breaches is commonplace, companies such as Expedia will have to address the personalization and privacy issues as well.

Google has developed solid travel booking and itinerary management tools, but won't push fully into the online travel booking business because of its lucrative role in online advertising. It looks like Google's bifurcated travel strategy will continue for some time.

Google clearly places its own travel businesses front and center in its search results to the detriment of competitors. Google argues that this benefits consumers. If you buy that argument, then you also probably believe that Google always knows best.