More than 60% of U.S. travelers would consider an impulse trip based on a good hotel or flight deal, according to the study that Google conducted with Phocuswright.
That trend toward impulse buying is evident in a 150% surge in travel-related searches for “today” and “tonight” in the past two years. The study also found that 57% of U.S. travelers said brands should tailor their information based on personal preferences or past behaviors, and 36% are willing to pay more for that kind of service.
Oliver Heckmann, Google’s vice president of engineering for travel and shopping, said artificial intelligence (AI) will transform travel searches in the same way it has improved Google Translate, the search engine’s language translator. “When we converted most of the Translate traffic to an AI-based system, we saw overnight gains in quality roughly equal to what the previous system had accrued in its entire lifetime,” he said.
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