After announcing in February it would shutter its Book on Google
option for hotels, the search giant has confirmed it will phase out the
feature for flights too, as consumers preference shifts to booking
direct.
According to Google, it will disable Book on Google for non-U.S.
users on 30 September 2022, and for U.S. users on or after 31 March
2023.
“Over the next 12 months, we plan to phase out the Book on Google
feature for flights. We originally offered this functionality to give
people a simpler way to buy their tickets and to help our partner
airlines and OTAs receive more bookings. However, we’ve found over time
that people actually want to book directly on partner websites, and we
always strive to meet user preferences whenever possible,” the company
says in a statement.
Launched in 2015, Book on Google for flights facilitated transactions
for partners whose sites weren’t optimised for the mobile web.
In subsequent years, as partner websites – particularly on mobile –
evolved, consumers increased their booking activity with airlines
directly or via online travel agency.
Google says that while Book on Google has been beneficial for some
partners, the search engine has overall witnessed a declining share of
Google flight bookings coming from the option.
As of 25 May 2022 the Book on Google option for hotels was discontinued.
Source: Phocuswire