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Why Google’s new Travel Planner will never replace Travel Agents

Google, the digital behemoth that it is, is once again trying to assert its dominance in the travelsphere with its travel planner tools, but it will never EVER replace the role of the travel agent.

Google, the digital behemoth that it is, is once again trying to assert its dominance in the travelsphere with its travel planner tools, but it will never EVER replace the role of the travel agent.

If you’ve used Google on your mobile to search for information on a destination you’re looking to travel to soon (specifically, if you’ve typed in “Asian/Europe destinations,” for example), you may have noticed a new feature embedded in the search results.

The new feature is Google’s travel planner, which can take users every step of the way from researching a destination, constructing an itinerary based on the most popular tourist attractions, and then booking flights and accommodation – all in the one place through its “plan a trip” feature.

Sounds like some serious competition for the travel agent, huh? Google has a fantastic record of becoming the best at what it does, and this further foray into the world of travel (have you heard about Google Trips yet?) may even scare the living bejesus out of Webjet and other online travel agencies.

But fear has its place, and it’s not at Google.com.

Here are three reasons why even Google’s latest attempt at capturing more of the travel market can’t compete with a travel agent.

 

1. It can only suggest the obvious

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Google builds its suggested itineraries based on actual data on the most popular (read: most obvious) sites and attractions visited by travellers. And although there are definitely key things you won’t want to miss out on when in a new city (e.g., you cannot NOT visit the La Sagrada Familia in Barcelona), it won’t be able to suggest the latest up-and-coming attraction/bar/restaurant or whatever. Well, not until enough people start visiting it that Google takes notice.

But travel agents, being travel addicts themselves, are able to suggest ideas that may not be on the tourist trail, based on their own travel experiences or that of their colleagues. So if you’re looking to uncover the latest gem in a destination, you’re going to have to do a lot more digging through Google to find it.

Or you could just ask your local travel agent…

 

2. It cannot build complex flight itineraries

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If your idea of a holiday is a simple return flight to a single destination, then you may find some use in the technology. But those seeking more complex itineraries – and by complex all I mean is a stopover en route to the final destination – then you’re going to be disappointed with the plan a trip tool. It only allows you to search for return flights to one destination.

Another major limitation is that the feature only allows you to search for standard one-week holidays. Whilst this length of time may work for some travellers, most will be searching for something shorter or longer. Even if a week is just the length of time you want to spend away, you’re going to find it better working with a travel agent who’ll be able to customise your departure and arrival times to maximise your time away and make it convenient when you come home.

 

3. Its destination list is severely limited

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This may change in the future, but for the moment the technology suffers from a serious lack of destination options. I tried searching for Asian destinations and decided on Bali as a potential holiday spot. Unfortunately there wasn’t enough information to help me plan a holiday here, and for Aussies this is a serious blind spot. This is just an example of the limitations of data-based computing. Google may have a lot of data and information, but it doesn’t have enough to compete with a travel agent – not yet anyway.

So what is the trip planning feature useful for? If you’re at the beginning stages of your research, such as deciding between two or three different destinations, then the cool plan a trip feature can help you whittle down your options based on flight prices for the time of the year you’re looking at travelling in. It’s also a great resource to help you plan your days once there.

But apart from these benefits, I don’t see Google’s new technology taking any business away from travel agents, at least, not as it is now…

What do you think?

Have you used Google’s travel planning tools yet? Do you think it’s serious competition?