Report Overview

Google, the online giant touches, in one way or another, nearly every stage of the traveler’s journey. Commensurate with that huge impact, Skift Research estimates that globally, the travel industry may have spent as much as $16 billion advertising on Google in 2019. Booking Holdings and Expedia Group are the two largest contributors to that.

Google’s impact on travel though, is increasingly moving beyond just traditional search engine marketing. YouTube is a powerful influence on the travel decisions of many and Google Maps is one of the most commonly used apps by travelers when in their travel destination.

This report provides an overview of Google’s many business lines and how they interact with the travel industry. We explore the impact of Google across the travel supply chain from rivals in the metasearch space, to uneasy allies at the online travel agencies, and brand clients that can use Google tools to reach their audiences.