Google Trips App: How does it affect the tourism market?

29/09/16

Going further and further into the travel market, Google launched a new and more complete travel tool on the week of the 20th. Google Trips is an application for both iOS and Android smartphones where you can organize your entire trip.

With Google Trips you can:

– Centralize all your flight tickets and hotel reservations,
– Find the usual ready-made tour itineraries and more interesting places to visit,
– Set sights you want to visit and calculate the distance between them,
The app works 100% offline, so you can organize your trips and use the app during tours where there’s no internet available.

Aplicativo Google Trips e os impactos no mercado de turismo

But what about it? Does it change anything in the tourism market?

Whether for hotel, tours or airline tickets, most searches are performed via smartphone, coming to represent 71% of searches for car rentals and 56% of searches for hotels. So it makes perfect sense that Google is investing on mobile-friendly by launching its app to help travelers with the basics. The fact of launching an app instead of a website is a widely publicized strategy by Google itself, which ensures good user experience to their mobile visitors.

Google Trips does not sell ads yet, that is, all searches within the app are still organic. That means the app is a great way to organize your trips, but it is not selling hotel bookings or airline tickets just yet.

It is also important to keep in mind that of all the searches related to trips made on Google, 68% are brand searches and 32% are generic. That being said, hotel searches are unlikely to migrate to the app. Therefore, it is very important to keep the active branding campaigns and the SEO of your website up to date, focusing on the steps of the journey and the traveler conversion funnel.

Bottom line: If you do not own a website and a mobile booking engine, the time to get them rolling is now. The world has never been as mobile and, with more than half of hotel searches happening in smartphones, having a static website is a kamikaze move. Also don’t forget to work your SEO to be well positioned in organic searches, aside from sponsored links, so you can be present in all of the consumer’s search experience. If you have your “homework”done, there is nothing to worry about.
Sources: Think With Google and Google Trips