Google enhances generative AI trip planning – without ads for now

Google is enabling new generative artificial intelligence-powered tools in Search as part of its continued testing of the technology to aid travelers as they plan a trip.

The new Search experience can provide a suggested trip itinerary with an overview of hotel and flight options as well as suggestions of attractions and dining – but, at least for now, the results do not include ads.

According to a Google spokesperson, the focus now is to experiment and refine the trip ideas functionality, without ads, but in the future the search giant will test ads, such as in dedicated slots in the results page and when the user asks follow-up questions. 

The new capabilities are available for users in the United States, in English language only, that have enrolled in Search Labs and enabled the Search Generative Experience (SGE).

In a blog post, Emmanuel Marot, director of product management for Search wrote that the suggested itineraries will pull ideas from sites across the web and include things such as reviews, photos and other Google Business profile details for more than 200 million places around the world. 

According to Google, the results will be surfaced similar to current Search functionality – showing what Google determines are some of the most relevant options for the flight, hotel or attractions query. And for flights and hotels, clicking those results takes users into the Google Flights or hotel search page, with the spokesperson adding that the company does not have plans to become a booking site.

The generative AI-created itineraries can be exported to Gmail, Docs or Maps.

Google Maps updates

Google is also updating functionality in Maps. Launching initially in the U.S. and Canada, users that search for a city in Maps will now see lists of recommendations of places to go from both publishers and other Maps users. 

In a blog post, Andrew Duch, Google’s director of product for Google Maps wrote, “Say you’re planning a trip to New York or Los Angeles — just search for the city in Maps and swipe up to see curated lists of recommendations from people who know the city well. You’ll also see lists from sites you love, like The Infatuation’s expert-curated restaurants, Lonely Planet’s guides to iconic sites and hidden gems, The New York Times’ 36 Hours itineraries, and OpenTable's guides to the best new restaurants. If you find a list you like, save it to your map or share it with friends.”

Google said those four content partners are the only ones integrated at this time. 

Beginning this week, Maps will now also provide generate lists of restaurants, categorized as trending, top or hidden gems, in more than 40 cities across the U.S. and Canada.

And later this month, Maps will add two more updates. Maps users around the world will be able to customize lists they create, for example by organizing locations chronologically into an itinerary or to rank locations after visiting. And users will be able to link content from their social channels – such as a restaurant review - to a location saved in a list. 

Google is also updating its “Circle to Search” capability that has been available on Android devices since January. The company said that “soon” users can use Circle to Search to translate anything on their screen – for example a restaurant menu – creating an instant translation without the need to open Google Translate or another app.