SlideShare a Scribd company logo
Google Checks In to the Hotel
Business
Wilhelm Glaetzle
Hotel (Trip) Booking
• TripAdvisor
– 78.3 m visitors a year
• Priceline
– 71.6 m visitors a year
• Expedia
– 56.1 m visitors a year
Why Booking Business?
• $ 450 billion on travel and tourism (U.S.)
• Risky move!
• Bypassing Google‘s biggest advertisers
– Expedia $ 1 billion
– Priceline $ 1.5 billion
• That‘s 5% of Google‘s annual advertising
revenue
Bad Work-Flow
• Current booking Work-Flow is not optimal
Google search
OTA (1 to n)
Booking
Pay
Google’s Work-Flow
• All by Google
• Now it’s optimal?
Google search
Google booking
Google Wallet
What Google did so far
• Google Hotel Finder
What Google did so far
• Google Hotel Finder
What Google did so far
• Google Hotel Finder
What Google did so far
• Google Hotel Finder
What Google did so far
• Google Hotel Finder (Search, Maps)
– Bypass
• Expedia
• TripAdvisor
• Priceline
– Place information
• Advertisements ( e.g. www.seekda.travel )
• Special offers
• Hotel pictures and virtual walk troughs
• Google+ integration
• Google Hotpot
What’s missing in the Google Work-
Flow
• Booking?
– Third party!
• Booking.com
• Hotels.com
• …
• Payment (Google Wallet )?
– Only within the US
• Mail address
• Bank account
• Hotel
Thanks for your attention
Questions

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Google booking

  • 1. Google Checks In to the Hotel Business Wilhelm Glaetzle
  • 2. Hotel (Trip) Booking • TripAdvisor – 78.3 m visitors a year • Priceline – 71.6 m visitors a year • Expedia – 56.1 m visitors a year
  • 3. Why Booking Business? • $ 450 billion on travel and tourism (U.S.) • Risky move! • Bypassing Google‘s biggest advertisers – Expedia $ 1 billion – Priceline $ 1.5 billion • That‘s 5% of Google‘s annual advertising revenue
  • 4. Bad Work-Flow • Current booking Work-Flow is not optimal Google search OTA (1 to n) Booking Pay
  • 5. Google’s Work-Flow • All by Google • Now it’s optimal? Google search Google booking Google Wallet
  • 6. What Google did so far • Google Hotel Finder
  • 7. What Google did so far • Google Hotel Finder
  • 8. What Google did so far • Google Hotel Finder
  • 9. What Google did so far • Google Hotel Finder
  • 10. What Google did so far • Google Hotel Finder (Search, Maps) – Bypass • Expedia • TripAdvisor • Priceline – Place information • Advertisements ( e.g. www.seekda.travel ) • Special offers • Hotel pictures and virtual walk troughs • Google+ integration • Google Hotpot
  • 11. What’s missing in the Google Work- Flow • Booking? – Third party! • Booking.com • Hotels.com • … • Payment (Google Wallet )? – Only within the US • Mail address • Bank account • Hotel
  • 12. Thanks for your attention Questions