As AI and immersive tools expand, Google’s deepening role in travel sparks both opportunity and concern
Jul 21, 2025
Google’s growing presence in the travel planning space — from AI-powered itineraries to hotel and flight search tools — has raised the question: is the tech giant on the path to becoming the world’s most dominant online travel agency? While the company remains a key advertising partner for travel brands, its ability to combine data, convenience, and AI via platforms like Gemini has the potential to fundamentally reshape how people plan and book trips.
Key Takeaways:
- Google’s evolving role: With tools like Gemini AI, Google could feasibly package and sell travel directly — but hasn’t crossed that line yet, due to financial, legal, and trust constraints.
- Ad revenue dilemma: Google earns billions from OTAs like Booking.com and Expedia. Direct competition could damage these critical relationships.
- Legal challenges: Acting as a travel provider would expose Google to consumer protection laws, financial liabilities, and regulatory scrutiny.
- Data limitations: Airlines like Ryanair restrict access to their inventory, making it harder for Google to guarantee prices or availability.
- Human touch matters: Travel agents retain a key advantage in offering empathy, personalized advice, and post-booking support that AI can’t replicate.
- Adapt to stay relevant: Agents should invest in SEO, AI-readiness, and customer service enhancements — while doubling down on what makes them uniquely human.
Get the full story at Travel Weekly UK
