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Millennial travelers twice as likely to begin airfare shopping on Google Flights

13 September 2017 (Edited 13 September 2017)

Research by UK-based digital flight information provider OAG found that 21% of North American frequent travelers aged 18-32 begin their airfare shopping at Google Flights, vs. only 10% of the general population.

Results are based on 2474 responses to a multiple-choice survey question. About one-third of respondents were business travelers, two-thirds leisure travelers.

Unlike Expedia or, Google Flights hands the booking process off to the airline site. But perhaps the easy navigation and flexible date calendar features of Google Flights make Google Flights more attractive to Millennial digital natives.

Google Flights is also nicely integrated with AdWords. Clicking on a destination city on the front page of Google Flights opens a popup with flight and hotel information for that city, plus links to local attractions.

Opening the Boston link, the user is offered further text links to Whale Watching, Museums, Walking, Concerts and Harbor. Clicking on the Whale Watching link triggers a Google search for “Boston United States Whale watching” with AdWords paid ads at the top of the page.

So, for example, Boston Harbor Cruises may unknowingly be getting business from Google Flights searches via its “Whale Watching in Boston” AdWords ad.

FYI, just this week Google has added 20 new languages and 26 new countries to its Flights, Trips and Destinations products.

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