Google-ITA Software deal: the travel ecosystem as Google now sees it

July 1, 2010 By 11 Comments

Google says the acquisition of ITA Software will create a “new, easier way for users to find better flight information online” – predicting that more air tickets will be sold online as a result.

The search (and travel?) giant also reckons it can still be a friend of the wider industry:

“The deal will benefit passengers, airlines and online travel agencies by making it easier for users to comparison shop for flights and airfares and by driving more potential customers to airlines’ and online travel agencies’ websites.”

As reiterated on countless occasions, but under these circumstances, Google has no plans to move into the transactional side of the business.

And in an attempt to head-off concerns over anti-trust issues in the US, Google claims the deal will not change existing market shares of the two businesses.

But perhaps the most interesting nugget of detail to come out of the announcement materials is the following chart, outlining exactly where Google sees itself in the new online ecosystem in travel.

ita-google 1

Yes, right next to the big boys of travel. And, curiously, those new kids on the block, Everbread.

Related posts:

  1. Google-ITA Software deal: full statement
  2. Google-ITA Software deal hits a snag, array of other interested parties
  3. Google and ITA Software deal is HOT, originally scheduled for April-close
  4. Panic for most, joy for a few as rumour of Google-ITA Software deal intensifies
  5. Google-ITA Software: a waiting game with plenty behind the scenes
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Comments

  1. Daniele Beccari says:
    July 1, 2010 at 5:58 pm

    I love to be proven wrong and I am truly happy for my several friends working at ITA on the new opportunities open to them.

    I would only comment that the chart above (a part from obviously uber-simplifying things) as a minimum it should be titled “The Online Travel ADVERTISING Ecosystem”

    Reply
  2. HotelBlogs says:
    July 1, 2010 at 6:31 pm

    Well done for the guys at ITA Software. Do you think the GDS are laughing at this or just a bit worried?

    Guillaume

    Reply
  3. Mike Naylor says:
    July 2, 2010 at 12:29 pm

    I don’t see why the chart is a surprise?

    Reply

Trackbacks

  1. Tweets that mention Google-ITA Software deal: the travel ecosystem as Google now sees it | Tnooz -- Topsy.com says:
    July 1, 2010 at 5:38 pm

    [...] This post was mentioned on Twitter by Tomas Gonzalez Ruiz. Tomas Gonzalez Ruiz said: RT @kevinlukemay: Google-ITA Software deal: the travel ecosystem as Google now sees it http://bit.ly/as6UkG [Tnooz] [...]

    Reply
  2. Google-ITA Software deal: industry stays quiet, very quiet | Tnooz says:
    July 2, 2010 at 9:19 am

    [...] name many will have scratched their heads over seeing when looking at Google’s new travel ecosystem chart was that of Everbread (or Haystack, to give the technology its proper [...]

    Reply
  3. Google-ITA Software deal: official and very unofficial reaction | Tnooz says:
    July 2, 2010 at 12:05 pm

    [...] points darkly at what is turning into the increasingly important ecosystem graphic Google produced at the time of the announcement – a move to name a number of companies in the sector, perhaps anticipating tough questions in [...]

    Reply
  4. The Week in Travel Tech - Fantastic startups, iPad advice and THAT deal in full | Tnooz says:
    July 3, 2010 at 12:52 pm

    [...] Google-ITA Software deal: the travel ecosystem as Google now sees it [...]

    Reply
  5. Everbread secures funding in region of $85M from Bessemer Venture Partners | Tnooz says:
    July 6, 2010 at 3:14 pm

    [...] profile was given a massive boost last week when it was named by Google alongside the three main GDSs and Expedia – and, of course, ITA – as one of six key players in [...]

    Reply
  6. Google-ITA Software deal: Google quietly adds new rival to travel ecosystem chart | Tnooz says:
    July 9, 2010 at 3:22 am

    [...] When the Google-ITA Software deal was announced last week the search giant produced a handy diagram of how it views the travel ecosystem. [...]

    Reply
  7. Everbread announces trio of clients for Haystack product | Tnooz says:
    November 5, 2010 at 1:40 pm

    [...] since Google surprised many and named flight search technology startup Everbread as part of the infamous travel ecosystem, the company has attracted lots of [...]

    Reply
  8. Google gets into metasearch after a fashion with Boutiques.com | Tnooz says:
    November 18, 2010 at 12:39 pm

    [...] After all, Google stated when it announced the ITA Software deal in July that Google will create a β€œnew, easier way for users to find better flight information online.” [...]

    Reply

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