Google and a group of major retailers launched a new tool (Universal Commerce Protocol), the takeaway is shopping will no longer depend on clicking through a website.
You will tell an AI assistant what you want, it will search for it, check availability and prices in real time, and complete the booking for you.
No forms or checkout pages. Everything done in the same place.
Why this has huge implications for travel:
- Hotels will not compete on website UX or pretty pictures. They will compete on *clarity of product, rate parity and trust.*
- OTAs will be sidelined if the “decision and buy” part happens before a guest ever reaches them (this is still TBD, but looks probable).
- Destinations need to be ready for impulse planning. I could ask “where should I go next weekend?” and I can book instantly without ever visiting a website
- Tours and experiences have to be “understandable” and bookable at the source.
- Loyalty means something new. If your AI assistant remembers your preferences, or perks or status somewhere, you'll stop looking for deals yourself.
But the biggest shift is psychological. Instead of us doing the research, we'll just tell an agent what we want.
What you as a travel brand can do to prepare:
- Make inventory, rates and product details easy for agents to read
- Ensure accuracy everywhere, not just on your site
- Build easy offers that make sense, without complexity
- For your marketing, think more about *conversations* than campaigns
The image shows an example from Google for buying a new suitcase
Benjamin Rhatigan - Follow
Arrival Projects- Branding and Strategy Consulting for Traveltech, Hospitality, Destinations, Tour Operators, and more
