Google Travel and OTAs: The Fight Is About To Begin

The sky is falling for online travel agencies and metasearch players because Google is debuting new ad products for hotels and wholesalers, Evercore states.


A soon-to-come “captive demand platform” in partnership with major brands, would be “potentially the most disruptive travel initiative by Google to date.”

The captive demand platform would integrate brands’ loyalty and rewards program information “into a logged-in Hotel Finder travel search experience,” Evercore says.
Google would leverage properties such as Gmail, Google Maps, Google Wallet and Google Now “to integrate offers directly received, such as memberships and loyalty programs, into its logged-in travel search experience”.
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