What does future hold for the travel industry? Exclusive interview with Google

What future awaits travel industry in the next 12 months? What challenges will travel companies encounter? And how can Google help them overcome those challenges? Nate Bucholz, Industry Head, Airlines & Car Hire from Google shares his opinion on these issues.

Terrapinn: What new developments will we see in the industry in the next 12 months?
Nate: It’s realistic that in the next 12 months we’ll see travel companies taking better advantage of the opportunities that mobile presents. For example, I think it will become the norm that a customer can purchase, check-in and board an aircraft using their mobile device. The savvy and faster moving airlines will use mobile to boost the bottom line. Imagine sitting in the airport lounge and getting a text that reminds you to pre-order your meal, upgrade your seat or speed up with priority boarding.

Terrapinn:  What are the biggest challenges that are associated with these developments?
Nate: Investment in technology can take a back seat to projects with a more clear and immediate ROI at times. There will always be the internal struggle for budget and priority. There’s also the temptation to cut corners, such as having a mobile site or app without booking functionality. But I think it’s obvious to most that mobile is important and investments are being made almost universally. The question remains as to which companies will take advantage of all the potential for closer customer interaction on mobile devices.

Terrapinn: You are speaking at Terrapinn’s Travel Distribution World Europe in September, could you tell us a little bit about what services Google offers in that space and what will you discuss at the event?
Nate: Google is an integral part to travel planning, as most people start their journey via a search engine for exploring destinations, booking flights, etc. Here in the UK, we have a group which specifically works with advertisers in the travel industry as well as provides analysis and market data where possible. Some examples can be found on our blog http://googleuk-travel.blogspot.co.uk
In September, I’ll discuss how travel companies can have a more customer-centric approach to distribution, where channels are integrated to provide a better user experience. I’ll also point out some tools and trends and perhaps talk a bit about Google’s vision for making travel planning and booking better for the consumer.

Terrapinn: Why did you decide to speak at this event?
Nate: We are a sales team, but our approach is more consultative. If we understand the consumer and the industry well, then we are better positioned to deliver high quality leads and bookings through our advertising products. Likewise, if we can help the industry deliver a better customer experience online, then people will continue to use the Internet for planning, booking and sharing their travel experiences.

If you want to hear more from Nate Bucholz, join us at the Travel Distribution World Europe 2102. Download the event brochure here for more details >