Google has unveiled a set of travel updates geared towards enhancing the travel planning experience, positioning itself prominently within the travel industry and gaining deeper insights into consumer purchasing behavior.
At the forefront of these updates is an enhancement to its Search Generative Experience (SGE), enabling users to craft travel itineraries and trip suggestions using AI. This feature, presently accessible only in English within the U.S. for participants enrolled in Search Labs, draws inspiration from various websites and incorporates user-contributed reviews, photos, and details of global destinations curated by Google.
Upon requesting itinerary suggestions such as “plan me a three-day trip to Philadelphia centered around history,” users receive sample itineraries featuring attractions, dining options, as well as flight and accommodation recommendations, segmented by time of day.
While currently limited to itinerary creation, the feature lacks direct purchasing capabilities. Once satisfied with their itinerary, users can export it to Gmail, Docs, or Maps for further reference.
Google has not disclosed plans for wider rollout, but this initiative reflects its ongoing experimentation with AI applications across different domains. As the travel industry increasingly explores the potential of generative AI, startups like Mindtrip and Layla have already emerged, offering AI-powered trip planning assistance.
By introducing this update, Google not only competes with such startups but also leverages the opportunity to gather valuable data on travel purchasing intent, beneficial for its broader advertising ecosystem, while gauging user interest in such services.
