News Google search within search ‘could affect travel industry’

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Google search within search ‘could affect travel industry’

A new 'search within a search' tool has been launched by Google that could have a major impact on travel search patterns.

A new ‘search within a search’ tool has been launched by Google that could have a major impact on travel search patterns.

The search engine has introduced a new search feature that detects user demand for further search once on a hosted site – and enables this search within the Google window.

Travel search site Travolution claimed that the new tool could impact on flight search, detecting different responses from Google to perceived user demand for refined search results within requested travel sites.

Claiming that none of the main UK meta search engines yielded the sub-box so far, the site identified Ryanair as one of the only airlines that Google provided the feature for.

Some online travel agents such as Expedia and Opodo were found to contain the sub-box when accessed through Google, while others including Lastminute.com were not.

A Google blog post explained its criteria, saying: "This feature will now occur when we detect a high probability that a user wants more refined search results within a specific site."

While for some sites the Google feature will doubtless be a positive, E-Consultancy highlighted the fact that others would prefer refined search to occur on site, where they can monitor customer behaviour more closely.

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