7 years 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.

ita-google 1

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

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  6. Mike Naylor

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

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  9. HotelBlogs

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


  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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