Google has long played a vital role in the travel marketing ecosystem. As it pivots towards artificial intelligence, the implications for the travel industry could be significant.
Skift Research’s recent report, AI, Google, and the Shift from Keywords to Context in Travel, examines how Google is integrating AI into its search platform and the potential effects on travel marketers.
In a 2023 study, Skift identified four primary areas where generative AI could influence travel, noting early impacts on internal tools and customer support through various new product launches.
The report emphasized that the deepest transformation is expected within search, where AI will shift focus from traditional keyword queries toward contextual understanding, likely redefining how travelers discover and book trips.