Google
is an important position in the travel ecosystem - whether brands like it or not.
It tries to walk an often unsteady tightrope between trying to help the companies in the travel industry with their marketing efforts and pushing its own services.
This delicate balance is one that emerged at the turn of the last decade, when it started diving deep into the search, shopping and buying experience for travelers, which has not gone away due to the COVID-19 pandemic.
But for all the commercial and strategic concerns that companies have about its role, they still listen when arguably the most influential tech company on the planet outlines some key trends in the travel industry that it expects to happen in the coming months.
Google recently identified three key areas
that will grow in importance for the travel sector over the year - covering sustainability, safety and traveling for "life moments" once restrictions ease off.
Speaking at The Phocuswright Conference 2021, Google's managing director travel Nelson Boyce detailed how these overarching trends might manifest themselves for travel brands during 2022.
In a discussion with PhocusWire's Kevin May, Boyce also outlines some of the marketing tactics that brands can use as they consider their strategies for the recovery period.
He also addresses the company's role as a facilitator within the sustainability debate and segments in the industry that it has yet to dive into fully.
The full presentation and interview is included below...
Keynote + Interview: Google - Nelson Boyce - The Phocuswright Conference 2021