Travel Micro-Moments

Life is lived in moments. We all share millions of these kinds of moments every day now, from booking quick flights to finding dinner to renting a car. But there are other types of moments: I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. When we act on a specific intent and expect an immediate answer. They happen all the time and all along the consumer decision journey, and they map directly to the canonical stages of Travel -- dreaming, planning, booking and experiencing.

At Google we call these micro-moments. They're the new battleground for traveler’s hearts, minds and dollars. If you're in the travel industry, micro-moments are especially important because the process of taking any trip is packed with them. Over the coming months we’ll be unveiling research and insights into this game-changing shift.