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here is an overabundance of online booking options for flights and hotels. A few of the big names
include Expedia, Kayak, TripAdvisor and Scanner. They act as an aggregate, compiling flight details from multiple sources based on specific search criteria and commonly display them in order from least to most expensive - travellers simply want the quickest, easiest and cheapest options available. One of the newer players in the booking game is Google and they’re beginning to outperform many competitors in the industry. Google purchased travel industry software, ITA Software, in 2010 and later launched Google Flights after the acquisition.
A recent report by OAG revealed that only 10% of North American travellers start their travel process with Google Flights, with 23% of all travellers using Google Flights regularly. Although Google Flights’ market share is relatively low, it’s working its way up. The same report states that millennials are twice as likely (21%) to start their search with Google Flights indicating that Google’s share will continue to grow as millennials age.
Examining Google's Efforts in Online Flight and Hotel Booking
How are travelers beginning their flight search process?
Source: OAG Flightview Travel Tech Survey
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