Having quietly introduced hotels to its online travel offerings last month, listing properties around the world and giving customers the chance to book directly through the platform, Google instantly became a one-stop solution for people looking to plan holidays or book trips.

For travelers, Google’s move could be good news. As other digital travel companies realise that they cannot compete with Google in terms of search results, they will look to new ways to diversify their offerings.

Yet, while Google has an obvious advantage when it comes to online travel, it may not be best placed to deliver the hyper-local knowledge for which today’s travellers are hungry.