Google Takes Off

Google Takes Off

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  • Google's (GOOGL) latest feature promises to monitor flight prices daily and refund customers the difference if the fare drops from booking to departure. The price-guarantee feature is currently available for select U.S. flights and some international flights departing from the U.S. Alaska, Spirit, and Hawaiian airlines are among the participating carriers.
  • If eligible, a blue badge will appear above the fare option, and customers can book directly through Google using the "Book on Google" link. This allows for a seamless booking process where the airline manages the reservation after Google passes on the information and payment details.

Why it matters

Google's predictive algorithms provide confidence in its new Price Guarantee tool, which compensates customers for fare drops. The tool is cost-free for airlines, as Google's Book on Google service does not charge for flight reservations or take a percentage of revenue. With travelers becoming more price-sensitive due to inflation, the launch of the tool comes at an opportune time.

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