Google's updated flight-search tool spikes fear among
booking apps
Google is making a stronger stake in the mobile travel
sector by rolling out an updated flight-search tool that will enable consumers
to use their mobile devices to search for fare prices and a slew of flight
options and may cut into the crowded sector of booking applications.
Google Flights, which was first introduced in 2011 and is
mobile-optimized, mimics other travel marketers such as Kayak and Orbitz by
allowing guests to filter available flights and schedules to find the most
cost-effective price. However, the search conglomerate is attempting to
differentiate itself from booking apps by offering the unique feature of
helping consumers plan a trip even if they do not have a particular destination
selected.
“This is scary for booking apps because Google now owns the
entire fulfillment chain,” said Aurelie Guerrieri, general manager North
America at MobPartner, San Francisco, CA. “Most bookings start by search
(mobile or online).
“It creates new revenue stream for Google to charge travel
partners for this. UX removes all the friction - as good if not better than
what the travel sites have done.”
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