Google, along with other tech giants, is investing in AI-powered tools for trip planning and booking. Google has added new features to its Search and Maps tools to help travelers plan trips and explore destinations. One notable feature is the experimental AI-based itinerary creation tool in Search, which suggests flight and hotel options, attractions, and dining options based on user prompts. This AI draws on information from across the web, as well as user reviews and photos. Users can export trip ideas to Gmail, Docs, or Maps and can try out the tool by enrolling in Search Labs and enabling the Search Generative Experience.
Microsoft has also launched similar AI-powered features in Bing, while several startups have emerged with comparable products. Experts are questioning whether smaller companies can compete with giants like Google and Microsoft, given their vast amounts of data and resources. Google’s trip planning capabilities pose a threat to companies like Tripadvisor, which also offers itinerary-creation tools. Tripadvisor’s hotel metasearch business has already been impacted by Google Hotels’ entry into the market.
In addition to trip itineraries, Google Maps now offers personalized recommendations and customizable lists for select cities in the U.S. and Canada. These recommendations come from locals, publishers like The Infatuation, and lists of trending, top, and hidden gem restaurants sourced from Google Maps. Another feature allows users to organize lists within the app and link them to social media content. The AI-based feature in Maps shows key photos and reviews about specific places, helping travelers identify dishes in a new country.
Google is also introducing a new translation capability accessible through select Android mobile devices. This feature allows users to translate content on the screen without switching apps, which can be especially useful for travelers in countries where they don’t speak the language. The tool is part of the Circle to Search feature released in January, which allows users to initiate a Google search by circling text or an image on the screen.
Ultimately, as Google continues to enhance its trip planning capabilities with AI and personalized recommendations, smaller companies face the challenge of competing with tech giants. While startups have emerged with similar products, the dominance of companies like Google and Microsoft in the data and resources department raises questions about the viability of smaller players in the industry. Google’s entry into different aspects of travel planning, from itineraries to translation tools, poses a threat to existing companies in the space like Tripadvisor. Whether smaller companies can find their niche and compete effectively in this evolving landscape remains to be seen.
