Google Moves into Online Travel Business

In March, Google added hotel links to its Maps application, listing hotels with room rates available to some users.

Google also is reportedly in talks to pay $1 billion to acquire ITA Software, which develops fare-shopping software for online travel agencies, airlines and fare-search-only sites, such as Bing Travel and Kayak.

Incorporating fares into Google search results would keep customers more engaged in its applications while they plan for travel, a prospect that could unnerve other fare sites. Users would be able to type in their destination and travel dates, and see flights and prices.

Now, Google users can plug in dates and cities, but only get links to other booking sites, such as Orbitz, Expedia and Hotwire.

Google declined to comment about the acquisition talks. But, says Google spokeswoman Victoria Katsarou, "We always have travel in mind. We're trying to make it easier for our users."

The potential acquisition, if completed, "would be a game changer and a clear signal of Google's interest in travel," says Steve Kaufer, CEO of TripAdvisor.

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Source - USATODAY