Google has been making SERP native products for the travel sector for a number of years now, and have been increasing both the reach and capabilities of the Hotels and Flights products in recent months – to address more user concerns.
Whilst organic and paid search are important channels to all travel companies, Google whilst an enabler should be considered an outlying competitor.
And like with any competitor, we can look at what they do and how they do it, and take learnings. Google is also a great competitor to learn from, giving the sheer volumes of data we’ve given them over the years, they will have (in theory) created great experiences for users from it.
Travel marketing is getting harder and harder, with the major players in the market spending more and more money across multiple channels, so finding any competitive edge you can over those operating in your vertical is vital.
Google have been active in the travel sector for a number of years now. For the most par
Addressing Price Concerns
On August 8th Google published a post via their blog, highlighting new features of their travel products highlighting one of the common pain points, and common conversion obstacles when it comes to users booking flights and travel packages – price concerns.
Starting today you may see the same insights for your exact itinerary. Plus, for some flights we’ll show you how the price has changed over the past few months and notify you when we predict the price may go up soon or won’t get any lower.
But it doesn’t just stop there, Google has gone one step further:
On top of this, we’re taking an additional step to give you more confidence when booking a flight. When we predict the price won’t decrease for select itineraries booked between August 13 and September 2, we’ll guarantee the price won’t drop, and we’ll refund you the difference if it does.
This might seem obvious but given the number of websites I’ve come across in the travel sector that don’t address concerns and questions around price is concerning.
What Google has done with their product is a game-changer, and I’m not going to rush out and tell everyone to price match everything as it’s not also viable from a business perspective, but it is vital you do the basics to address price, price changes and other factors.
As well as booking the perfect travel experience, the user wants to ensure they’re booking it at the right price and won’t later find it cheaper, or book it for it to only come down in price.
The price uncertainty problem isn’t limited to the travel market, all consumers want to make sure they’re not overpaying for the product they want. In standard eCommerce, the problem is a lot more linear as product variance is limited so solutions can be simpler.
Google will also now start to help you build out your travel itinerary when you search via Google’s travel section for hotels for your destination and dates, you’ll see a description of neighborhoods, average room prices and more details to help you figure out where to stay. Obviously, you’ll need to be logged into Chrome to use this feature.
Google will personalize those results a bit more by including hotels you previously stayed at or searched for, and those close to points of interest you’ve looked up before.