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1583 days ago
 

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

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.

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

 
 
Kevin May

About the Writer :: Kevin May

Kevin May is editor and a co-founder of Tnooz. He was previously editor of UK-based magazine Travolution for nearly four years and web editor of Media Week UK from 2003 to 2005.

He has also worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology and a postgraduate diploma in magazine journalism.

 

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  1. Google gets into metasearch after a fashion with Boutiques.com | Tnooz

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

     
  2. Everbread announces trio of clients for Haystack product | Tnooz

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

     
  3. Google-ITA Software deal: Google quietly adds new rival to travel ecosystem chart | Tnooz

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

     
  4. Everbread secures funding in region of $85M from Bessemer Venture Partners | Tnooz

    [...] 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 [...]

     
  5. The Week in Travel Tech - Fantastic startups, iPad advice and THAT deal in full | Tnooz

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

     
  6. Mike Naylor

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

     
  7. Google-ITA Software deal: official and very unofficial reaction | Tnooz

    [...] 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 [...]

     
  8. Google-ITA Software deal: industry stays quiet, very quiet | Tnooz

    [...] 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 [...]

     
  9. HotelBlogs

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

    Guillaume

     
  10. Daniele Beccari

    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”

     
  11. Tweets that mention Google-ITA Software deal: the travel ecosystem as Google now sees it | Tnooz -- Topsy.com

    [...] 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] [...]

     
 
 

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