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Google Already Knows What You Did Next Summer

The company’s new travel tools put the focus on artificial intelligence, helping to best predict what you’re going to love—no matter where you go.

Woman Watching Hot Air Balloons in Cappadocia
Photographer: Melissa Tse/Moment RF

In the world of luxury travel, two superpowers currently prevail above all: personalization and intuition. The better a hotel, app, or travel company can respond to users’ needs and desires—and ideally, predict them before they bubble up to the surface—the more likely they are to gain a loyal following.

But it’s not a hotel or travel agency that’s cracking the golden acorn. It’s Google. The tech titan is leveraging its immense artificial intelligence and machine-learning capabilities to boost its travel offerings, which currently cover everything from flight and hotel search to activity recommendations, destination guides, and mapping services.