The Gatekeepers of Travel: Google and Facebook

Tech giants leverage unprecedented data control to dominate travel advertising, threatening traditional and digital players.

Sarah Kasher · Venture Insights1 September 2017Period: September 201712 min read

Last updated 10 June 2026

US$12.2bn↑

Google travel advertising revenue (2016)

US$9.2bn→

Priceline Group total revenue (2015)

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Companies covered:GoogleFacebookPriceline GroupExpedia Inc.TripAdvisorAirbnbAmazonAppleMicrosoftRyanairAmtrakCopa AirlinesSkyscannerKLMHipmunk

Abstract

This report analyses the expanding dominance of Google and Facebook as 'Gatekeepers' within the global travel industry. It examines how these platforms leverage massive user data and integrated services like Google Flights and Facebook City Guides to control consumer interaction with travel content. With Google generating US$12.2 billion from travel advertising in 2016—surpassing the total revenue of major OTAs—the report forecasts a shift where traditional online travel agencies face increased margin pressure and decreased market competition.

Key Takeaways

Google generated US$12.2 billion in travel advertising revenue in 2016, significantly higher than the US$9.2 billion total revenue of Priceline Group.
The global online travel market is projected to reach US$1091 billion by 2022, driven by the growth of OTAs like Expedia and Airbnb.
Google and Facebook control the consumer interface, with users spending 10 and 7 minutes per day respectively on these platforms.

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Frequently Asked Questions

Google’s travel advertising revenue reached US$12.2 billion in 2016, a figure that surpasses the US$9.2 billion total revenue reported by the Priceline Group in 2015. This scale positions digital platforms as the primary controllers of travel demand, rather than mere service participants.

The top four online travel agencies (OTAs) currently contribute 64% of Google’s travel advertising revenue, indicating a high level of dependency. This dynamic creates significant margin pressure, as smaller providers are increasingly unable to afford the advertising fees required to maintain market visibility.

Platforms are leveraging a combined monthly user base of 1,200 million across Facebook Messenger and WhatsApp to deploy chatbots and integrated travel content. This ecosystem allows gatekeepers to capture user intent and data long before the consumer reaches a dedicated travel site.

The Gatekeepers of Travel: Google and Facebook

Abstract

Key Takeaways

Frequently Asked Questions

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