Login | Register | Subscribe to the GG RSS Feed

Google Travel Coming Soon to You

Google acquisition of ITA Software could mean sweeter deals for you and I

Someone once told me the easiest way to make money online was through pills, porn or casinos (and now social media). But Google's move to acquire travel data provider - ITA Software - may prove that theory wrong. Google's $700 million cash offer may elevate the company's search status from iconic to deity.

ITA Software for TravelITA Software for TravelYou may not recognize ITA Software by name, but if you've booked travel online through a major airline or Hotwire, you'll appreciate how simple it makes life. It's even used by Microsoft's Bing.

Google's bid to purchase the small software company in Cambridge MA built by computer scientists has online travel companies scrambling. Travel aggregators like Kayak will lobby long and hard to prevent Google from gobbling up their share of the online travel pie. And you can bet Microsoft will put up all kinds of roadblocks for their biggest competitor.

Where Google's going

Don't expect a cookie cutter Expedia to emerge from the Google labs. Like everything Google, what happens after the acquisition will likely be a slick full-service booking search engine that will deliver real-time airfares, hotel recommendations (and specials) along with activity suggestions. In short, this acquisition may be just what travelers have been demanding since the invention of the Internet - an easier, cheaper way to search and book travel online.

"While Google claims not to be building a new metasearch tool, comprehensive price aggregation across sites is inevitable. To not introduce it would be a pretty big waste of $700 million," PhocusWright analyst Caroll Rheem said in a blog post.

Online travel generates almost $90 billion in US sales alone so it's no surprise that Google and Microsoft are clamouring for the lion's share. But the real winners of this deal will be you and I. If Google gets better at delivering real time results, we get more competitive pricing - which may mean more opportunities for travel.

Travel with Google?Travel with Google?"We think this combination will benefit travelers as well as those seeking their business, but closer scrutiny has been one consequence of our success, and on that basis we wouldn't be surprised if there were regulatory review before the deal closes," Google said in an FAQ announcing the deal.

Sounds like a win-win to me - especially once the tech-heads at Google get their hands on it. I'll be watching the Google ITA acquisition closely - and hopefully be booking through it in the near future.

What do you use to book travel online? Do you shop around between aggregators or pick one and explore it completely?

We'd love to hear about it here, on Facebook and on Twitter!


Related Stories

Rate This post


Hi Julia, Love your blog! Just a quick correction. ITA does not supply services to Expedia.com or NASADAQ. You can find our list of customers at our web site. Thanks! Cara Kretz VP Corp. Communications ITA Software

Hi Cara, Thanks for stopping by - and for taking the time to help correct my info - much appreciated! Sounds like you're gearing up for a busy time at ITA - good luck! Julia

Post new comment

GoGirlfriend Recommendations

Connect With Us



Membership is free and with it you can set up a profile, vote on stories and post your opinions.

Already a member?

Not a member? Join!

Most Recent Comments

  • On Lesbian Adventure Travel, ELLA Travel said "Thanks for the great article!! If you're travelling to Europe check the ELLA International Lesbian Festival (ellafestival.com) and ELLA Travel (ella-travel.com), organising lesbian events and trips! "
  • On 5 Nudist Resorts that Will Blow Your Mind, John Ruze said "Hi Julia, There is a brand new, very popular nudist resort you should think about reporting on in your next article about naturism. It is the New Terra Cotta Clothing Optional Resort and Spa in sunny Palm Springs, California.. The original Terra Cotta Inn was a fantastic nude resort. Repeat guests from around the world stayed there. TCI was sold in Nov 2015 and greatly missed. Well, this July 2017, it was revived at a new location in Palm Springs. The site is HotelTerraCotta.com. Guests are super happy. It's perfect for couples and girlfriend getaways. And Tom and Mary Clare from the original Terra Cotta Inn work with us, so it has the same relaxing, fun feel. "
  • On The Best Naturist Resorts in Ontario, Dennis Wilson said "Love the freedom feeling going nude . 1st time ever was at freedom fields ranch near Tamworth On,Hector & Eyvon are super hosts ,hope to visit this summer but want to learn of more places to visit."
  • On An Open Letter to Hotels Everywhere, Lynn said "I agree on the night light thing. Since hotels have none, I end up keeping the bathroom light on all night with the door ajar. Windows. I understand in the litigious US of A, hotels need to prevent folks from throwing themselves out the windows (or else the hotel could be sued?!!). Ok, fine. But for those of us who dislike A/C and only use it when absolutely necessary, can't we still have the option for some FRESH AIR? There ARE ways to allow windows to open up only so much, while at the same time preventing an entire body from throwing itself out the window. Bedskirts. Am I the only one who gets the skeevies when I see hotel beds with bedskirts that hit the floor? I always had images of food crumbs, bugs, and god only knows what...as being hidden behind that bedskirt. I'd much rather a bedskirt that's at least 2" above the (usually carpetted) floor. Towels. Can't we get nicer towels that don't feel like cardboard? Carpetting. Am I the only one who never walks barefoot in a hotel room ...esp when there's carpet? Blech. I'm sure those things are very rarely cleaned. "
  • On How to Choose a Cruise Ship Cabin on Your Next Cruise, Tinu said "Thank you for this post! I was dragging my feet about going on a cruise. Now that I know there's such a thing as a balcony cabin, I can't wait to book a trip!"

Blogs We Love

beautiful Vancouver, British ColumbiaCheck out our GoGirlfriend Facebook page to follow us as we seek new adventures and create memories in our own part of the world.