Google Unveils AI-Powered Travel Itinerary Feature in Search and Maps

Google is making significant strides in the travel planning arena with a slate of updates aimed at enhancing user experience and gaining insights into purchasing intent within the travel sector. On Wednesday, the tech giant announced a major update to its Search Generative Experience (SGE), introducing an innovative feature that allows users to create personalized travel itineraries and trip ideas using artificial intelligence (AI).

Currently available exclusively in English in the United States to users enrolled in Google’s Search Labs program, the new capability harnesses AI to curate travel itineraries based on user preferences and input. Drawing inspiration from various websites across the internet, along with user reviews, photos, and other information available on Google, the feature provides tailored trip suggestions for destinations worldwide.

Users can simply input their desired trip parameters, such as “plan me a three-day trip to Philadelphia focused on history,” and receive a sample itinerary complete with recommended attractions, restaurants, and accommodation options. Additionally, the itinerary includes insights into flight and hotel availability, categorized by times of day to facilitate seamless planning.

While the current iteration of the feature does not offer direct purchasing options for services or experiences, users can easily export their finalized itineraries to Gmail, Docs, or Maps for further reference and planning.

Google has not disclosed specific plans for a wider rollout of the feature but acknowledges its ongoing experimentation with AI applications across various platforms. The introduction of this AI-driven itinerary feature underscores Google’s commitment to leveraging advanced technology to enhance user engagement and streamline travel planning processes.

The move also positions Google as a formidable contender in the increasingly competitive travel planning market, directly challenging startups like Mindtrip and Layla, which offer AI-powered trip planning services. By integrating AI-driven itinerary creation into its search ecosystem, Google aims to not only provide users with comprehensive travel solutions but also gather valuable data on travel purchasing intent.

For Google, the introduction of this feature serves a dual purpose: enhancing user satisfaction and engagement while bolstering its advertising business by gaining insights into user preferences and behavior in the travel sector. However, this is also contradictory to Google’s current updates that aim to penalize AI content.