Google officially integrates hotel booking into AI Mode

Available in the US only for the time being

Google announces the end of its pilot program and officially makes it possible to book and pay for hotel rooms from the AI Mode interface.

Google has announced the official launch in the US of hotel bookings directly integrated into AI Mode - the conversational interface of Google Search. 

Following a pilot phase, the American giant now allows users to formulate a search in natural language, obtain reviews, and book without leaving the AI Mode interface, paying via Google Pay.

For this integration of booking into AI Mode, Google is relying on its initial partners: Expedia, Booking.com, Hilton, Hotels.com, Choice Hotels International, IHG Hotels & Resorts, Priceline, Marriott International, Wyndham Hotels & Resorts, and Trip.com. Links from partners that don't yet offer integrated booking within the tool are still available.

 "You'll see both links to book directly in AI Mode and a list of other booking options with partners who don't yet use integrated booking," James Byers, group product manager for Google Travel, told Phocuswire. 

"Our goal is to provide comprehensive results and give users that choice." Furthermore, AI Mode results are not currently subject to paid advertising placements; their ranking is presented as organic.

Until now, Google had focused on the inspiration, research, and comparison stages. The ability for users to finalize their booking from the same interface shifts the point of contact from the OTA or hotel to Google. 

The company clarifies that its tool remains a conversational intermediary and that the partners are indeed the ones handling the merchant and customer service roles. 

However, Google does not share any data with these professionals other than what is essential for the booking process. These hotel content providers will have no search history or conversational context to use as a basis for, for example, adjusting pricing.

The integration of hotel content into AI Mode foreshadows the upcoming integration of flight content. 

Google has also simultaneously launched flight price tracking within AI Mode. Currently, no information is available regarding the business model for this integration, particularly the commission rates that might apply. "We're still in the early stages," added Byers. 

"What we're primarily aiming to build with AI Mode is a truly useful service for users. It must also be very useful for partners, and that's an area where we'll continue to experiment."