Google Already Knows What You Did Next Summer

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.