Firms selling airline seats are failing to focus on factors people use to determine their choice other than price in their advertising.
Ruairidh Roberts, industry head of travel at Google, told delegates at this week’s Travel Weekly Business Lunch that 58% of consumer still search based on price.
But he said factors such as seat pitch in different classes of aircraft cabin and availability of meals represent a significant segment of search activity that determines users’ choice.
However, he said there is very little advertising that includes content that reflects this search behaviour.
“If you are only measuring attribution based on best price comparison and not measuring these other considerations people have you are missing a trick,” he said.
Google has been working with global management consultancy McKinsey to examine emerging digital trends.
Roberts said much of Google’s efforts have been on its new voice-activated virtual assistant. The firm recently launched Google Home, its answer to Amazon’s smart speaker Echo.
Roberts said Google data indicates 20% of all searches are now voice activated. “That changes the types of searches that are going on,” he said.
“That fundamentally changes the way we are searching for experiences in all industries. Travel is no different. How you are interacting with people is changing all the time.”