Google announced on November 6 that it is adding restaurant reservation search capabilities to “AI Mode,” the conversational feature of its “Google Search” service. In Japan, the company is partnering with restaurant reservation site operators Gurunavi, Ikyu, ebica, and others, enabling everything from availability inquiries to navigating to booking pages to be completed within AI Mode. The service will begin rolling out gradually over the coming weeks starting the same day.
AI Mode is a search feature in which AI cross-references and summarizes multiple pieces of information scattered across the web, responding in a chat format. With the new feature, users simply enter conditions such as party size, date and time, location, and desired cuisine genre, and the AI executes searches across multiple reservation sites and websites. It checks seat availability in real time for restaurants matching the conditions and presents a list of only those establishments with bookable slots remaining. Users then click through to the reservation page of a restaurant that interests them and complete the procedure themselves.
Google explains that the feature is intended to simplify the process from finding a restaurant to making a reservation, such as when dining with friends. Because reservation screens appear directly in search results, users no longer need to navigate back and forth between multiple booking sites. Gurunavi, Ikyu, and ebica are named as Japanese partners, with details on eligible restaurants and coverage areas expected to be disclosed progressively.
Note: Prepared based on the announcement. The number of eligible restaurants and coverage areas have not been disclosed.
Behind this move is intensifying global competition to integrate generative AI into the search experience. Google is expanding its services in the direction of having AI handle summarization and comparison of search results, and this initiative represents a step into the area of “search-to-reservation” — closer to actual purchasing behavior. In the restaurant reservation field, Japanese players such as Kakaku.com (2371.T), which operates Tabelog, and Recruit’s Hot Pepper Gourmet hold strong positions. But if Google, with its massive search traffic, strengthens its presence as the entry point for reservations, the balance of power over control of customer acquisition channels could shift.
For partner sites such as Gurunavi, increased traffic referrals from Google can be expected, but they may also face situations where their negotiating leverage over reservation fees and listing fees is tested. For users, convenience increases, but they should be aware that the display order of search results and recommendation mechanisms influence which restaurants they choose. Operational effectiveness — such as the accuracy of restaurant information presented by AI and the frequency of availability data updates — will also be a factor determining how widely the feature is adopted.
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