Will Google become the next big online travel agency?

From AI trip planners to immersive search tools, Google’s steady creep into the travel planning space has sparked growing concern that the tech giant might one day bypass the industry altogether and become the world’s most powerful online travel agent (OTA). So should agents be worried?

 

For years, Google has walked a fine line between supporting the travel sector and threatening to disrupt it. It already offers flight and hotel search tools - and could feasibly push its own travel packages by pulling together itineraries via Gemini (Google’s AI platform) and then allowing users to purchase directly through Google Pay. While many may moan about Google’s global dominance, that lure of familiarity and simplicity keeps people coming back.

 

However, there are several issues the search engine heavyweight faces with this approach. Firstly, travel is one of its most lucrative advertising streams. Giants like Booking Holdings, Expedia Group, Trip.com and Airbnb spend billions every year on Google Ads. If Google started directly selling flights, packages or cruises, it would be biting the hand that feeds it.

 

That tension isn’t just commercial – it’s legal too. In the UK and across Europe, consumer protection laws such as the Package Travel Regulations are strict. If Google was to bundle flights and hotels through its Gemini AI or other tools, it could be seen as acting as the principal provider. That brings with it a host of obligations: issuing refunds, offering financial protection and handling customer complaints.

 

And if Gemini starts favouring Google’s travel products over that of third-party providers, this could step on the toes of competition laws. At a time when Google is already under scrutiny in the UK over search dominance, it wouldn’t take much to spark an investigation.

 

There are also technical and trust issues at play. Many travel suppliers – Ryanair, for instance – don’t allow third parties to scrape or use their data. If Google can’t guarantee the best prices or correct information, its recommendations risk falling flat.

 

And of course, there’s the human element. As we all know, booking a holiday is a high-value purchase, with emotional, logistical and sometimes legal complexity. Consumers still want reassurance, expertise and personalised advice. That’s where agents continue to shine.

 

So, what does this all mean for the trade?

 

Firstly, don’t panic – but don’t get complacent either. Google isn’t the enemy, but it is evolving. Its focus for now is likely to remain on monetising travel in indirect ways – through more prominent AI results, deeper integration of planning tools and stronger affiliate relationships with OTAs and metasearch engines. That still matters. It’s vital to stay visible within Google’s shifting ecosystem.

 

Investing in SEO, optimising for featured snippets and exploring how your site appears in AI-generated summaries are all worthwhile Keep your Google Business Profile updated, build quality content that demonstrates expertise and consider how you might integrate AI into your own customer journey – whether that’s through virtual assistants, smart FAQs or automated email responses.

 

Most importantly, don’t lose sight of what makes you irreplaceable. AI is getting better, but it still can’t replicate empathy, intuition or lived experience. As travel becomes more fragmented, the real opportunity for agents is to lean into what AI can’t do: suggest personalised experiences, provide accountability and offer a human connection when it matters most.

 

Google may shape how customers find you, but it doesn’t need to define how you serve them. In that sense, the future of travel still has plenty of room for the human touch.