AI, algorithms and Uber’s potential acquisitions: PhocusWire’s prime opinion tales of 2024

Making a discussion board the place thought leaders within the journey tech world can share their insights and views on vital developments and developments within the trade is a part of what we do at PhocusWire.

These opinion items are sometimes amongst our hottest
tales in any given week, typically even month — so we created a roundup of the most well-liked ones in
2024. This yr’s in style op-eds targeted closely on synthetic intelligence together with ChatGPT
and Gemini, but additionally coated algorithms, rumors of an acquisition for Expedia Group and main occasions just like the CrowdStrike outage and Google’s algorithm leak.

Look ahead to our countdown of the highest 10 journey tech information
tales within the coming days. In the meantime, in reverse order, listed below are the highest
opinion items from 2024 …

10. 3
important AI powered options journey corporations should combine in 2024

Written by Ivan Saprov of Voyagu, this viewpoint from April
mentioned the fast evolution of synthetic intelligence and the way it’s being
used to enhance operational effectivity and buyer satisfaction.

The article targeted on three AI-powered options:
accelerating onboarding and reporting processes, optimizing challenge administration
and elevating the shopper journey via AI.

”It’s vital to have thorough preparation and well-oiled
processes that be sure that all data is digitized and available
for AI to do its work,” Saprov wrote. “This extremely will increase the standard of the
outcomes obtained. In the identical vein, inadequate groundwork could result in worse
outcomes in comparison with what the corporate would have achieved with out AI.”

9. May
utilizing algorithms to set lodge charges turn out to be unlawful?

Written by Cloudbeds CEO Adam Harris, this opinion from April
sheds mild on the authorized and moral considerations round algorithmic pricing within the
hospitality trade.

The article included ideas from Cloudbeds’ income administration companions, Ari
Andriopoulos of RoomPriceGenie and Shawn Walchef of Cali BBQ Media. Each consider collusion is tough within the trade and that income
administration instruments profit shoppers and companies equally.

“Which brings us to what most individuals are going to overlook as
this unfolds. The FTC insinuates that algorithmic price-fixing lurks in
hospitality. That may appear to be a enterprise intelligence difficulty, however I feel
it is actually about price procuring: Are lodge visitors browsing an unrigged market
once they surf Reserving.com? We consider they’re. Value fixing isn’t life like,”
Harris wrote.

8. Getting ready journey
for the way forward for AI search

Written by angel investor and Kiwi.com vp of
development and model Mario Gavira, this opinio discusses how AI is remodeling
search advertising and supplies entrepreneurs with perception on easy methods to keep forward in
this evolving panorama.

The piece targeted on three areas: switching from web optimization to GEO,
blue hyperlinks to multimodal adverts and adverts to product critiques.

“Search in its present type issue is ripe for profound
change over the approaching years. However the underlying want of vacationers to browse
the world huge net for data when researching, planning and reserving their
journey plans will final over a long time. Journey gamers could be clever to start out
future-proofing their search advertising roadmap at the moment to make sure they keep
related for vacationers on this courageous new world of AI search,” Gavira wrote.

7. The CrowdStrike outage was a wake-up name for the journey trade – Right here’s the way it
ought to reply

Written by Intellias vp of journey and
hospitality Fritz Oberhummer, this piece from July focuses on the aftermath of the worldwide outage brought on by an replace from CrowdStrike, a supplier of virus
detection and response companies.

The article highlighted the necessity for higher resilience in expertise
techniques, suggesting that journey corporations ought to combine embedded AI techniques (Edge
AI) of their IT techniques. These options, akin to a RAG (retrieve, increase,
generate) framework, can diagnose and resolve points, detect issues and
present automated responses to system failures.

“The way forward for journey lies in clever, proactive, and
resilient techniques powered by AI,” Oberhummer wrote. “The query ought to no
longer be “if” the trade will undertake these applied sciences, relatively
“when,” and the way shortly it could achieve this to safeguard its operations and
earn again the belief of shoppers.”

6. How
Google’s “gatekeeper” modifications within the EU are affecting lodge clicks and bookings

Written by Javier Delgado of Mirai, this viewpoint from Could highlights
Google Resort Advertisements whereas discussing the influence of the European Union’s Digital Markets
Act (DMA) on the lodge trade.

After Google carried out modifications to adjust to the DMA, there was an influence on lodge
campaigns in Google Resort Advertisements – a 30% drop in click-through charges
and a 36% lower in direct bookings. These modifications led to a discount in
lodge visibility and profitability, resulting in a reliance on on-line journey
companies (OTAs) akin to Reserving.com and Expedia.

“It’s price noting that the EU’s present implementation of
the DMA favors giant corporations based mostly in america, akin to Reserving
Holdings or Expedia Group, whereas harming the European person expertise by
decreasing the profitability and competitiveness of the lodge ecosystem,
particularly for smaller impartial chains and resorts,” Delgado wrote.

5. Gemini,
Google Journey and the menace to OTAs

Written by Magpie founder and CEO Christian Watts, this
opinion from March explores how the rise of generative AI, together with OpenAI’s
ChatGPT and Google’s Gemini, is difficult Google’s dominance in search.

The story predicts that modifications in how journey content material is
searched and found may occur quickly, with vital modifications for the
journey trade akin to shifting journey planning and publishers and companies being
pressured to adapt shortly as conventional content material optimization methods could no
longer apply.

“These modifications may occur a lot sooner than individuals count on.
ChatGPT, particularly with the combination of GPTs, is difficult Google day by day,”
Watts wrote. “Google can now not afford to roll out modifications with a timeline
of their selecting. These modifications could possibly be drastic for a lot of publishers, a lot
extra so than the earlier algorithm updates. Optimizing content material for LLM
coaching is just not effectively understood – it’s new to everybody. Folks within the journey
trade needs to be following this intently.”

4. Why
Uber isn’t shopping for Expedia, however I nonetheless suppose Amazon ought to

Written by MMGY International former president and CEO Clayton Reid,
this piece from October focuses on the hypothesis across the acquisition of
Expedia Group by Uber and considers the potential of Amazon buying Expedia
as a substitute.

The story weighs the respective execs and cons of Uber or Amazon buying
Expedia. Reid notes that the Uber merger could be a strategic misstep for
each corporations and that Amazon may leverage distinctive synergies and buyer
base to rework the journey trade whereas additionally gaining a major market
share.

“Suppliers, who’re more and more in search of decrease price
distribution, simplified pricing, closed person teams and an answer for the
coming LLM/AI generative studying disruption, would see main alternative
via capital funding and mental property {that a} new entity provides,”
Reid wrote. “Simply as with every deal in at the moment’s regulatory surroundings,
challenges would come with anti-trust considerations, however with Reserving, Airbnb as effectively
as different aggregators akin to Google and Ctrip firmly in place, there’s an
argument for the deal.”

3. What
American Airways’ Vasu Raja’s exist says – and doesn’t say – about NDC

Written by Jeff Klee of Amtrav, this piece from Could factors
out the problems surrounding American Airways’ New Distribution Functionality (NDC)
strategy and the latest modifications in its gross sales strategy.

Whereas noting the blended reactions from journey administration
corporations, the creator argues that whereas American Airways’ could have been
incorrect to alienate giant company purchasers, its push for NDC was a step within the
proper route to learn vacationers. 

“I urge American to grab this chance to not simply
rethink what they’ve executed incorrect, but additionally double down on what they’ve executed
proper,” Klee wrote. “Airline company gross sales philosophies ebb and movement however
expertise tends to endure. Long run, if we wish TMCs and on-line reserving instruments
to be related, they want to have the ability to provide the identical content material, choices and
servicing that vacationers get on airline web pages. NDC might help an airline be
capable of say to their loyal vacationers: you’ll be able to ebook nevertheless and wherever you
need, and you will not get a diminished expertise.”

2. Google’s
algorithm leak and what it means for journey web optimization

Written by Propellic CEO Brennen Bliss, this opinion from June
discusses the Google API documentation leak which revealed particulars about how
Google’s search algorithm capabilities.

Key takeaways for the journey trade embody: clicks and
CTR matter, area age is an element, subdomains are handled individually and Google
Sandbox.

Strategic implications for the journey trade embody: focus
on complete high quality, content material replace frequency, strategic hyperlink constructing,
technical web optimization issues and funding in person expertise.

“The Google API documentation leak provides precious insights
for journey trade executives, highlighting the significance of strategic,
complete web optimization practices. By specializing in high-quality content material, common
updates, strategic hyperlink constructing and person expertise, you’ll be able to higher place
your web site within the aggressive search panorama,” Bliss wrote.

1. How an
Uber-Expedia merger may redefine the journey expertise

Written by SilverRail co-founder and CEO
Aaron Gowell, this viewpoint from October discusses the potential merger between
Uber and Expedia, arguing that the merger may revolutionize the journey
trade by making a “tremendous app” that mixes the options of each corporations.

The story targeted on the strengths of each corporations and the potential advantages of the merger, a few of which embody an enhanced
person expertise, elevated buyer loyalty and leveraging AI and knowledge.

“A merger between Uber and Expedia may
redefine the way forward for journey,” Gowell wrote. “Combining Uber’s high-frequency
engagement with Expedia’s vacation-planning experience, layered with highly effective
AI, would create a one-stop-shop for every little thing travel-related. It’s a daring
transfer, and if executed proper, it may change shopper habits, disrupt
opponents and construct a wholly new ecosystem within the journey sector.”