Sign up for our daily recaps of the ever-changing search marketing landscape.
Google Makes Flight Search Results Better Looking, More Useful
In September Google did the first part of its integration with ITA, showing flight schedule information in search results and launching a separate flight search “portal” of sorts (Google.com/flights). Here’s what it looked like in Google.com results:
The display could be expanded to reveal flight schedule information. However that wasn’t very pretty or useful, especially compared with other travel verticals such as Kayak or Orbitz.
Today however Google is rolling out an improved display for supported cities that includes schedules and price information. It brings some of the “portal” functionality into search results.
In the Google.com/flights area, you select your desired legs and then click through to book directly on the airline’s site.
Presumably that capability will now be brought directly to the Google SERP — although the new functionality isn’t yet live for me so I can’t confirm whether or not that’s a correct assumption.
It’s rolling out now and but only in the US for the immediate time being.