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06/04/2024 The Impact of AI on Google Search How it will change the travel game

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AI directly integrated in Search. Google Search Generative Experience = SGE

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3 peakace.agency Let’s find a hotel in Berlin during ITB Google Search Generative Experience will help.

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4 peakace.agency Ok, now I need a flight Seems like Google is working on the art of time travel now?

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5 peakace.agency Follow-up questions

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Why should you care?

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7 peakace.agency Customers want AI-powered online search Source: https://pa.ag/49RNfPu Share of adults in the United States who are interested in AI-related products.

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8 peakace.agency Sundar Pichai (CEO Google) on AI Source: https://pa.ag/430pCSr & https://pa.ag/42STpMZ May 12th, 2023

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9 peakace.agency Source: https://pa.ag/3uG3D6L

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But why is this a problem?

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11 peakace.agency Google Shopping’s “Buy Now” button

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While Search remains important for travel purchases

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13 peakace.agency The traveller's path to purchase is full of turbulence Source: Expedia Group - Path to Purchase

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Have I scared you enough about Search Generative Experience?

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15 peakace.agency Let‘s get some facts. We checked more than 150,000 travel-related keywords. peakace.agency

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16 peakace.agency What we checked An overview of the keyword clusters Hotel Brand Best Hotel + City Airline + City Travel Tips for Destination Hotel Brand + Review Destination

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17 peakace.agency Best hotel + city Based on 25,000 keywords Search Generative Experience ▪ The “Generate Button” appeared on 97.93% of the keywords (first search) ▪ 97.95% of SGE results display images And who was mentioned? ▪ 40.21% of the results mentioned Google products (e.g., Maps) ▪ 16.03% TripAdvisor ▪ 6.01% hotels.com ▪ 1.95% Booking.com And 35.80% of mentions were newspapers and magazines

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18 peakace.agency Hotel brand Based on 25,000 keywords Search Generative Experience ▪ The “Generate Button” appeared on 75.01% of the keywords (first search) ▪ 60% of the time, we found that reviews were directly integrated into the results And who was mentioned? ▪ 40.21% of the results mentioned Google products (e.g., Maps) ▪ 37% Hotel website ▪ 6.01% Booking.com

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19 peakace.agency Hotel brand + review Based on 25,000 keywords Search Generative Experience ▪ The “Generate Button” appeared on 98.01% of the keywords (first search) ▪ 78.04% of SGE results include text And who was mentioned? ▪ 92% of the time, Google mentioned Google Maps

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20 peakace.agency Hostel brand + bed bugs Based on 9,231 Keywords Search Generative Experience ▪ The “Generate Button” appeared on 47.44% of the keywords (first search)

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21 peakace.agency Hotel brand + bed bugs Based on 9,231 keywords Search Generative Experience ▪ The “Generate Button” appeared on 47.44% of the keywords (first search) ▪ This result is based on a single review

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22 peakace.agency Flight + city Based on 25,000 keywords Almost no SGE results here!

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23 peakace.agency Why is Google showing us a phone number? Based on 5,000 keywords

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24 peakace.agency Ok for real – another phone number? Based on 5,000 keywords

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25 peakace.agency UA reviews Based on 5,000 keywords United Airlines has a solid reputation and generally provides a good customer experience. Frequent travelers give the airline an average rating of 6.8/10, which is below the general average.

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26 peakace.agency American Airlines has an issue Based on 5,000 keywords

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Okay, that was a lot of theory. Now let‘s plan a trip with the SGE.

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28 peakace.agency Generating trip ideas

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Keep in mind: It’s Google

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30 peakace.agency Oh, better watch out, ITB folks..

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31 peakace.agency Introducing: the black forest terrorists…

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32 peakace.agency Lufthansa has a lot of problems…

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What you can do to improve your SGE listings?

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34 peakace.agency Deliver answers #1 peakace.agency

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35 peakace.agency #2 Be an expert peakace.agency

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36 peakace.agency #3 Build trust peakace.agency

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37 peakace.agency #4 Be consistent peakace.agency

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38 peakace.agency #5 Be exceptional peakace.agency

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50% of AI researchers believe that the probability of humanity dying out because we are unable to control AI is 10% or more. Source: https://pa.ag/41VW8DV

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Imagine if 50% of engineers thought there was a 10% chance that everyone dies. Would you get on the plane? Source: https://pa.ag/42hDGWm

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peakace.agency peakace.agency twitter.com/peakaceag facebook.com/peakaceag Peak Ace: Delivering Digital Experiences Get a free SGE Snapshot for your Keywords pa.ag/itb24 Thomas Hertkorn t.hertkorn@pa.ag