I don't work at Google, but considering the amount of research scientists on the search team and the troves of data they have on users, I think they already use

I don't work at Google, but considering the amount of research scientists on the search team and the troves of data they have on users, I think they already use contextual data quite heavily. Anecdotally, if you type a google search for something along the lines of spring break in Florida, then search Google Flights, it auto-populates the dates of Spring Break into the search.