Cadence #77 - How Google and Meta could disrupt travel discovery with AI

Hello!

In this edition, we’re taking a closer look at how Google and Meta are using AI to influence the way people research and plan their travel.

As these tech giants roll out new tools, the traditional ways of discovering and booking trips may start to shift.

Let’s explore how this could impact your future travel plans and what it might mean for businesses in the industry.

ALSO

This week (w/c 14th) I'm speaking on a panel at the Independent Hotel Show alongside VisitEngland and VisitBritain talking about AI and how it can be used by travel companies! If you're around London or at the show, please say hi!

The travel industry, valued at $9.5 trillion in 2023, has always been a space for innovation.

Now, Google and Meta are focusing on using AI to make trip planning more efficient and personalized. But how could this technology affect the way we research and book travel?

AI Travel Assistants on the Rise

Both companies are introducing AI-powered features to streamline the trip-planning process.

Google, which already offers travel tools like its Hotels and Flights search (although the DMA is affecting these...) is now focusing on informational queries HARD through AI Overviews.

Meta is testing its own AI, integrated with platforms like Messenger, WhatsApp, and Instagram. These AI tools allow users to plan trips more collaboratively and with fewer external searches.

Google and Meta’s Approaches to Travel Planning

While both Google and Meta are looking to enhance travel discovery through AI, they’re doing so in slightly different ways:

• Google’s AI Overviews: Google’s AI offers personalized travel suggestions based on multiple search queries. Users can refine their searches step by step, which might limit the need to visit third-party travel sites like Tripadvisor.
• Meta’s AI: Meta AI integrates into social platforms, allowing users to plan trips with friends in group chats. Instead of searching for information and sending links, the AI can suggest destinations, activities, and accommodations directly within the conversation.

Both companies are working to make travel planning more interactive and efficient, potentially changing how people search for and discover travel information.

What Does This Mean for Travelers?

Traditionally, many of us have turned to websites like Tripadvisor to research and plan trips. But with AI-driven recommendations becoming more common, there could be a shift in how people approach travel planning.

As a result, some travel businesses may need to adjust their strategies to ensure they remain visible in AI-driven suggestions, rather than just focusing on traditional review platforms.

The Role of AI for Different Traveler Types

Depending on where you are in the travel planning process, AI could play a different role:

• Learners: Those just beginning their travel research might find AI useful in helping them narrow down options quickly from broader searches.
• Participators: For those looking for reviews and user-generated content, AI could help summarize feedback or provide alternative viewpoints.
• Shoppers & Purchasers: Travelers ready to book might still rely on direct booking sites, but AI may eventually help streamline the entire booking process as well.

Monitoring the Impact of AI on Travel

As these AI tools become more widespread, companies will be closely monitoring how they affect user behavior.

Platforms like Google Search Console will help businesses understand how AI recommendations might influence website traffic and user engagement over time, though the full impact will take time to measure.

That wraps up this edition. AI is beginning to play a larger role in how people plan their travel, and both businesses and travelers will need to stay informed as these tools evolve.

Thanks for reading, and happy planning!