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Logo Verband Internet Reisevertrieb (VIR), Prognosis German Online Travel Market, International Sustainable Tourism Development and Tourism Marketing for the German Target Market

The influence of Google’s travel services on the German online travel market. A prognosis.

Google set itself the target to organize all globally existing information in a way that its users reach their sought-after information as quickly as possible and that they can accomplish things efficiently. This includes planning and booking travels. Therefore, the search engine giant introduced its vertical travel search engines “Google Flights” and “Hotel Finder” in 2011. Though the technology company keeps widely shtum about the market share of both of these touristic search engines as well as its future strategies for the online travel market. Therefore, within the framework of a Delphi study, conducted in the year 2016 and supported by the Verband Internet Reisevertrieb (VIR), it was investigated how Google will develop itself on the German online travel market and which effect its travel services will have on this market in the future.

The way experts see the influence of Googles travel services on the German online travel market it will rise within the next 3 years. The market share of both of its existing vertical search engines for touristic products will increase considerably. Besides, Google will launch additional travel search engines and finally bundle all its touristic search engines. Google will use its monopolistic position on the German search engine market in favor of its travel search engines and to the disadvantage of its competitors. With its search engines for touristic products the internet giant will realize a higher conversion rate than its business rivals. Google will not provide customer service and thereby not develop itself to become an online travel agency, at least not by self-interest. As Googles offers in its new travel search engines will come with the limits of the new policy for vacation packages of the European Union this development could occur accidentally anyway. Caused by Googles activities the German online travel market will consolidate.

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