Google announced a new AI-powered search tool on Thursday to help travelers find flight deals, even as regulators continue to question whether the company’s dominance in travel discovery stifles competition.
The tool, called Flight Deals, is available within Google Flights and is designed to assist flexible travelers in finding cheaper fares. Users can type natural language queries into a search bar, describing how and when they want to travel, and the AI will surface matching options. Examples of such queries include “week-long trip this winter to a city with great food, nonstop only” or “10-day ski trip to a world-class resort with fresh powder.”
Google explained that the tool uses AI models to interpret user preferences and then scans live Google Flights data to provide relevant results.
Regulators, including the European Commission, are currently investigating whether Google unfairly favors its own search products, such as Google Flights, in ways that harm competition. The EU is considering enforcement under the Digital Markets Act to limit the influence of major tech platforms. In response, Google is reportedly planning to propose changes, including adding a price-comparison box in search results, to address regulatory concerns.
Initially, Flight Deals is being released in beta, with plans to expand to the U.S., Canada, and India in the coming week. Google stated that the beta phase aims to gather feedback and explore how AI can enhance travel planning. The company did not provide details on which Gemini models power the tool, the data sources used, or the privacy safeguards in place.
This move is part of Google’s broader effort to compete with AI leaders like OpenAI, Anthropic, and Perplexity by integrating generative AI into travel search. Competitors such as Booking.com, Expedia, and MakeMyTrip have already introduced their own AI-powered travel planning features, meaning Google is entering the space later than some. However, given its scale and reach, the company could still become a major competitor if the tool proves effective.
The traditional Google Flights interface will remain available. The original flight search tool, launched in 2011, is also receiving an update, including an option to exclude basic economy fares for trips within the U.S. and Canada.