Google has announced updates to its Google Flights search tool that will allow it to: 1) Predict changes to airline fares and notify users about price changes for flights they have searched. 2) Inform users how long current fares are expected to remain in effect and provide tips on alternate routes if prices are predicted to increase. 3) Set up reminders to notify users via email when flight prices are expected to change or when prices actually fluctuate for specific flights they want to track.

1. Week of October 17, 2016

2. Flights

3. Google recently announced an
update to their Google Flights
search tab.
Currently, the Google Flights
search allows users to select a
“From” destination and a “To”
destination with the ability to
refine by airline, number of stops,
times and duration (similar to
Expedia, Orbitz, etc).
The new updates include the
ability to predict airline fare
changes and notify you about
price changes for flights you
may be interested in.
Source http://mashable.com/2016/10/17/google-flights-price-
changes/?utm_cid=hp-h-1#mn.VwC7HakqS

4. Using historical flight data,
Google Flights will also let
you know how long
until the current fare
you’re looking into is
expected to change when
browsing flights.
Don’t have a specific flight
in mind? Google Flights
will provide tips and
recommendations for
alternate airports, dates
or routes if they predict
prices will increase for a
certain destination.
Source http://mashable.com/2016/10/17/google-flights-
price-changes/?utm_cid=hp-h-1#mn.VwC7HakqS

5. If you’re not ready to book
your flight, you can also set up
reminders where you will be
notified via email when flight
prices are expected to change.
You can also track specific
flights to let you know via
email when prices
actually fluctuate.
Future updates include the
ability to track and manage
saved flights on your phone.
You can also “Explore” flights
to browse by destination.
Source http://mashable.com/2016/10/17/google-flights-
price-changes/?utm_cid=hp-h-1#mn.VwC7HakqS

6. The updates will be rolling out on the desktop website in the coming
weeks. Right now the feature does not have a mobile application.
Source http://mashable.com/2016/10/17/google-flights-price-changes/?utm_cid=hp-h-1#mn.VwC7HakqS
Image Source: https://www.google.com/flights/?f=0

7. What this means for brands:
What this means for marketers:
Google’s updates mean larger competition for brands in the space like Expedia,
Orbitz, Kayak, Skyscanner and more. Google will keep expanding upon their
search functionality to try to make it even easier for users to take one less step
in their web browsing and utilize Google’s new features. Brands should keep an
eye out on what Google has planned next for its other search categories and
what technology they continue to integrate into their services.
Making life as easy for users as possible is everything. The more you can
become useful to your audience and insert yourself into their lives in a
meaningful way, the more you will be valued. Through technology
improvements, Google is taking advantage of providing users with solutions
to solve issues and concerns people really care about.