Google is set to introduce another innovation as it actively works to enhance the hotel booking experience through artificial intelligence (AI). American travelers can now search, compare and book a hotel directly on the search engine giant’s AI mode, without having to navigate to another website.
Google has launched its agentic hotel booking in AI Mode, a feature that lets users search for a property using natural language, compare, select a room, review cancellation policies, and complete the booking process with Google Pay.
The new feature is only available for properties searched in English in the United States. To make a booking, users must be logged into their Google account, have a payment method set up on Google Pay, and have a U.S. address registered on their Google Pay account.
After selecting the preferred hotel and room, users will be asked to click or tap on “Continue on Google,” and the booking will be processed through the selected partner. Notably, Google will be available on the selected integrated partners. However, the companies will be the ones to charge the customer’s payment method, send confirmation, receipt, and manage guest support. Therefore, customers must contact the respective OTA or hotel for any inquiries, modifications, or cancellations. Moreover, Google will not provide after-sales support.
Besides, Google will only confirm the traveler’s selection of their preferred property, room, and terms and conditions. Moreover, the company will not edit or amend the terms and conditions of a booking. The travel search engine will act as an intermediary, and users will have to choose, review, and approve their booking selections. According to Google, its AI does not currently have the capacity to book a room for a person. Therefore, travelers have to select and compare options, check the cancellation policy, and ensure that the billing is correct. This way, Google says it will not act as an online travel agency (OTA).
According to Google’s blog, the company only collects the necessary information to facilitate the booking process. The data includes the customer’s name, payment method, number of guests, and the hotel's name and address.
The initial list of partners that integrated their booking systems with Google’s search engine includes Booking.com, Choice Hotels, Expedia, Hotels.com, IHG, Marriott, Priceline, Trip.com, and Wyndham.
The feature is a significant development as it will be the first essential step for Google to make the leap from a “discovery” search engine to a “booking engine.” In its early stages, Google launched a similar feature called “Book on Google.” However, the feature was discontinued in 2022.
