The travel industry has become increasingly reliant on Google's advertising and algorithm changes, which dramatically affect how companies like Expedia and Tripadvisor operate and strategize.
Google's dominance in travel is underscored by its substantial investments in advertising from major companies, highlighting its crucial role in attracting customers and shaping consumer behavior.
Changing algorithms and new advertising features from Pichai's Google have prompted significant backlash from companies like Tripadvisor and Kayak, who fear negative impacts on their visibility.
As Google maintains its expansion in the travel sector, the pressure on other companies to adapt increases, especially with the introduction of innovative AI features in their services.
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