Do Guests Search for Travel in Maps? Why They Will Now

Google maps flight search smallAlex Kremer on Tnooz highlighted the addition of flight prices to Google Maps earlier this week. To put it mildly, it’s a really big deal. A game-changer. For reals. I explain why in my Travel Tuesday post, “4 Reasons Why Google Metasearch in Maps Matters (Travel Tuesday)”.

One argument against this enhancement suggests people don’t search for travel on map services at all, so what makes this a big deal? Well, as I note in the post,

“I think it’s certainly true that people don’t search for flights on Google Maps. At least prior to today, why would they?

But once early adopters begin to gain the advantages metasearch has long promised, why wouldn’t savvy travelers search for flights on Google Maps? “

You can read the whole post here.

Interested in learning more about travel marketing and where it’s going — as well as lessons that apply to a host of other industries? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World” here.

And you might also enjoy some of our past coverage of these changes, including:

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What Voice-Powered Search Will Do For Travel Marketing

Changes in searchThe drive market (i.e., folks traveling by car with no reservations booked) has long represented the holy grail for travel marketers, an almost mythical creation, promising fabulous rewards if only someone could figure out how to reach it.

Not that no one’s tried. Obviously, outdoor media has dominated the push for drive market travelers. But the returns from print and outdoor have proved mixed and attribution almost impossible (and, yes, there is some correlation there).

But, there’s hope on the horizon. Search is changing in a big way. And with those changes comes the opportunity to reach drive market travelers — as well as loads of other folks, too.

You can read all about this development in this week’s Thinks Travel Tuesday post: What Watson, Xbox, and Google Are Telling You Right Now. Check it out if you get the chance.

You can also register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals. And, if that’s not enough, you might also enjoy some of our past coverage of the social, local, mobile web, including:

What Google’s Flight Explorer Tells Us About the State of Travel Search

No sooner did I mention that Google will be able to explore lots of innovation and opportunity now that they’re free of regulatory investigation, than the company introduces its new Flight Explorer feature.

Google Flight Explorer screenshot

Just put in where you’re looking to go (the feature “auto-magically” determines your starting airport) and how long you’re willing to travel and the feature will show you the best flight options (best defined as cheapest) available to you.

At present, it looks like all the inventory is coming from the individual airlines, which they must love. Of course, the OTA’s probably won’t be happy. But it’s a fascinating move from Big G and one worth watching as we move forward.

Clearly, Google thinks this is an underserved way consumers want to search. I think they’re right—I’d have killed for this a couple of weeks ago while trying to plan an inexpensive getaway for my family. Google’s now free of the (immediate) threat of government involvement in their day-to-day product direction, which means this likely isn’t the last enhancement of this kind we can expect to see. While this one looks good for suppliers and competition for intermediaries, that won’t necessarily remain true for any future enhancements. I’d stay tuned on this front if I were you.

I’ll be exploring and explaining what features such as these mean for your business in the Biznology webinar I’m conducting January 15th: “It’s All E-commerce: How the Local, Social, Mobile Web Affects Sales Online and Offline”. We’ve still got some space, so register today and learn more about how all channels tie together in the social, local, mobile web.

Inside Google’s 2012 Traveler “Road to Decision”

Just a heads-up that I’ve taken a look at Google’s 2012 Traveler “Road to Decision” Presentation over on the main blog.

Loads of good takeaways. For instance, the report (and my analysis), looks at:

  • Travelers continuing desire to define value. This was a big topic of my presentations to NGCOA and to HEDNA earlier this year.
  • How leisure and business travelers prioritize search differently. This is new. In the past the differences between leisure and business were fairly minimal.
  • How mobile is driving increased search query growth.
  • Significant growth in both leisure (38%) and business (57%) traveler mobile access to travel information on the Internet.

Plus a whole lot more. Check it out.

Search is still king for travel marketing | Eyefortravel

EyeForTravel says search still rules travel marketing. According to the article,

“A massive 60% of Travel industry marketing gurus still rank search as the number 1 way to drive traffic.

Globally, organic search is the most influential marketing channel for online travel marketing followed by paid search, then good old email marketing, social media, meta search and lastly mobile marketing.”

So, while social is on the rise (and is becoming increasingly important for organic search rankings), search still is on top of the world.