The future of travel buying

Today, when I speak to travellers and ask them where they booked their last trip, the dominant response they respond with is Skyscanner. This is interesting for a few reasons, but let’s keep this short - typically, they won’t have booked with Skyscanner, it would have been a regional OTA, it’s just they didn’t realise or simply just didn’t care as they just wanted the best, cheapest price and Skyscanner facilitated that transaction.

Fast forward into the future (next year….) and as Google Flights starts to become ever more prevalent in the travel buying space, the question I have:

Can anyone stop Google (or at least people thinking it’s Google) becoming the travel shopping site?

I’d love to hear your thoughts, can anyone really compete? — Amazon? Facebook? Instagram?