Google throws its social travel planning service Schemer onto mobile

Remember Schemer, Google’s service to find out things to do in a destination based on tips from friends within a user’s network of contacts and professional reviewers?

Initially unveiled with unusually little fanfare (for Google, compared to, say, Wave, Buzz et al) in December last year, Schemer is the search giant’s attempt to make the process easier for finding things to do at a destination.

And while Schemer hasn’t particularly set the world alight in terms of profile, it is still running as a service (unlike fellow activity platform RAVN, which passed away this week).

So perhaps now is the time for Schemer to arguably find its natural home – as a service with its own mobile application.

Google says the new application will help recommend “stuff” to people based on the time of day, weather, location, etc, as well as being able to keep track of a user’s previous activities and plans for things to do in the future.

Of course the entire thing is integrated into Google Plus, allowing users to populate and get information via the network and then collate on the device.

It is, however, not a completely Google brand-dominated affair – the app is available for both iPhone and Android devices.

What Schemer arguably brings, on the hand, is the potential for a large volume of ideas and recommendations given that it is tapping into Google Plus, which despite its detractors still probably has plenty more users than many of the other Schemer-esque services kicking about.

But, equally, simply having Google backing the system gives Schemer a leg-up with exposure and branding to new users.

Google will be no doubt by hoping Schemer isn’t eventually greeted with the same kind of cold shoulder as aforementioned Buzz and Wave.

Nevertheless, Schemer on a mobile is yet another piece in the jigsaw of Google’s continued deep dive into not only planning (SEO, PPC, Flight Search, Hotel Finder et al) but also the fun bits of travel – the stuff consumers do when they actually get there.

This latest development also goes to the heart of perhaps where some believe travel planning and the discovery of experiences is heading, where ideas for what to do in a destination are based on a consumer’s motivation rather than what they are inspired by.

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Related posts:

1. Google quietly introduces social travel service Schemer
2. Gekko throws travel planning and review service into Facebook
3. The best trip planning sites might be those that focus on motivation, not inspiration