Google Flights changes the rules of the game: ticket price drops? Big G refunds you the difference
Google bursts onto the travel scene with a series of new features for the summer that promise to upend the entire travel industry [...]
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Google breaks in on the travel scene with a number of new features for the summer that promise to turn the entire travel industry upside down, especially if we are talking about airplanes.
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The most striking new feature of three new features (flights, hotels and activities) is really about airfare with the web giant set to refund the difference should the price of flying go down. A breakthrough that, if successful, promises to change all pricing dynamics in the air transportation industry and influence airline pricing models.
Google's vice president travel products, Richard Holden, told a few hours ago about the new features available for the summer, and the one on flights received the most attention.
The lowest price guarantee
"No one likes to experience the feeling of "buyer's remorse," and this is especially true for a major expenditure like airline tickets, whose prices change from day to day," Holden recalls in his update.
Thus Google Flights will have a new feature: a badge that guarantees the lowest price for a given fare on the given flight, certified by Google.
"If you see a flight with the price guarantee badge, means that we are confident that the price you see today will not go down in the following days and until before takeoff," Holden stresses. The "Price Guarantee" badge is a pilot program that will be tested at first only in the U.S., but soon could also land in Europe.
Credit: Google
Google promises, moreover, to monitor the price "every day until departure," and if the rate drops below the guaranteed price there goes the system of refund of the difference via Google Pay.
During the trial period of the project, moreover, the "guaranteed price" will only be available for the mode "Book on Google" and by itineraries. departing from the United States.
Google also published a Set of useful FAQs to help the customer to book and recognize the "Price Guarantee" badge and its guidelines of use and possible reimbursement.
According to the FAQ the refund is actually triggered, only if the fare drops by at least US$5 and the refunds are issued Within 48 hours after the flight takes off in subject matter. The ceiling of reimbursements per individual traveler is to 500 dollars For the entire calendar year.
The milestone of reimbursement
In doing so, therefore, Google marks another milestone In travel-related online ecommerce because it builds a system of guarantees and reputations that could influence how airlines set ticket prices or how fares can fluctuate significantly in a matter of days.
We will find out in the future-especially if the pilot works and is expanded-whether airlines will be forced to revise some ways of setting ticket fares or whether Google Will yield to dynamic price changes.
The other interesting factor, finally, will be to analyze whether in the near future the web giant will decide to focus strongly on "Book with Google" while keeping the "guaranteed price" badge as an exclusive function of direct booking. A solution, this, that would put it in direct competition with the entire travel industry and would open up whole market prairies for Google.
Other news
As for the other two sections, hotels and activities, Google has introduced new features here as well.
For hotels, for example, starting this week Big G is introducing an easier way to browse and discover hotels from mobile. "If you search for something like 'Soho London hotels' and tap to visualize more infomrations," Holden recalls, "you'll find an option to explore each property in a scrolling 'swipe' format," as if it were an Instagram story.
In addition, the service includes additional small changes to better organize favorite hotels and to have more details at your fingertips.
Finally, for destination activities, tours and attractions, Google has introduced other very useful features: "Just search for an attraction or tour operator on Search or Maps, and you will find the prices directly on their directory, as well as a link to book a ticket.
For attractions, such as the Tower of London, for example, you will also find suggestions for related experiences," Holden concludes.
