Google's Dominance

Who’s Afraid of Google? - Ecole hôtelière de Lausanne

Excerpt from Ecole hôtelière de Lausanne

Google, whose mantra used to be 'Don't be evil' (until it dropped it for the motto 'Do the right thing'), is almost omnipresent in our lives these days. We use it for all sorts of online searches, whether it's trying to access arcane information or find our way from A to B.

The European Commission though recently took the giant to task --- slapping a 2.4 billion euro anti-trust fine on the internet giant at the end of June, following a seven-year competition investigation. It concluded that Google had "denied other companies the chance to compete" by placing its own comparison shopping service prominently and demoting those of its competitors.

While Google, which has 'respectfully' disagreed with the findings and has 90 days to change its ways, considers its next move, lawyers have been mulling over the case and its implications for Google's other specialized search services such as maps and travel.

What then of the hospitality sector? What's the impact of Google – good and bad – on the industry? Sit in a hospitality-related conference these days and the subject of Google is bound to raise its head. One general line of questioning has been: will Google come to dominate the industry, leaving online travel agencies and others in its wake?

Martin Soler, Marketing Advisor and Partner with Dryven.co, believes there will be a "massive shift in channels, where the channels will no longer be the OTAs or various structures as we know them." He points out that Google has – up to now – not been interested in transactions as such as "they've always been about being the channel and getting the clicks or driving traffic."

"They're an ad agency and they like to be the channel, leaving the transaction to someone else, especially if they have one massive channel. It would be a bidding war between Expedia, Booking, direct channels and everyone's just going to bid higher and they're going to make more money."

However, he says, they "could flip the switch and do it" so he would "definitely keep an eye on it."

So could Google become a dominant force in hospitality?

"They're one of the best poised currently to do so because they have integration with flight data, hotel data, integration with Uber and many others, so they could essentially have the entire trip.' 

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