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

Travel Planning

Lonely Planet


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 6 Tips to Survive (and Thrive) in Self-Isolation, admin said "Thanks Bat-El for the great tip. We've included your link in our Bonus Ideas from our Community section so others can enjoy. I really enjoyed the Stonehenge tour ... it's on my bucket list!"
  • On 6 Tips to Survive (and Thrive) in Self-Isolation, Bat-El Galor said "My name is Bat-El, and I'm working in collaboration with Travel Trend website. We've recently published a post -"Top 100 virtual tours around the world". After looking at these wonderful tips to survive in self-isolation; It occurred to me that our post could also contribute to your readers with further virtual tours resources. The post includes 100 links to virtual tours and unique experiences around the world. Feel free to check out the link and enjoy your travels ... https://www.trvltrend.com/technology/virtual-tours/ Cheers,"
  • On Cuba Travel ~ 10 Things You Need to Know Before You Go, admin said "Thanks Gordon for the update ... and given most routes to the resorts on the coast are an hour+ and it's Cuban warm, that money for a beverage is a great tip!"
  • On Cuba Travel ~ 10 Things You Need to Know Before You Go, Gordon Mitchell said "Over the last few years The $25 departure tax has been included in your airfare. Make sure you convert your cash at the airport so you can buy a cold beer on the bus on your way to the resort. They will take canadian money but not loonies and toonies. "
  • On Lesbian Adventure Travel, Debbie Clarke said "If you're considering New Zealand, then New Zealand Awaits is lesbian owned and operated (yes I'm the founder, owner, and guide). We run active and not so active tours for lesbians, as well as some LGBTQ mixed trips. We create itineraries for travellers wanting to self drive, and we have private guides. Come see us! "

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.