The new Google travel ecosystem… from the user point of view
The online travel ecosystem, as it was called, outlined where Google’s latest acquisition sat in the world of travel distribution and was produced in part to demonstrate to US regulators that despite it suddenly making a serious move on the world of travel, other providers remained and were apparently plentiful.
The chart (which was actually quietly updated from an original version to keep some of the newbies happy) became a visual cornerstone for Google as it found itself under investigation by the Department of Justice for the next nine or so months.
The DoJ eventually found (mostly) in favour of Google over potential regulatory concerns and gave the search giant the thumbs-up to complete the acquisition.
From an industry perspective there is still a fair amount of head-scratching as to what Google is doing and how well it is doing it on the product search side of its travel strategy.
But as the recent Frommer’s acquisition demonstrated even further, there are probably larger ambitions in play now as Google looks to become a one-stop-shop for not only product search but anything to do with the process of gathering information about travel and destinations.
The folk over at Travopia have taken an alternative view of the ecosystem chart and outlined how it now looks from the front-end user’s perspective.
In this form it is easy to see how so many of the constituent parts there now are in the process of searching, shopping, buying and sharing travel through Google and its various properties.
It doesn’t need to be called Troogle or anything like that – it’s all there in both obvious and subtle ways. And the ecosystem will no doubt have further editions to its climate plumbing in due course.
Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in early-2017.