Travel: Google the Elephant in the Room!

Summary

When Google bought ITA Software, there was a significant amount of concern in the travel industry that the purchase was the beginning of a Google initiative to apply its leading-edge technology, skilled engineers and astute marketers to travel distribution, and threaten the livelihood of the incumbent old guard (and newer online agencies). While there were denials that there is any grand plan for world domination in travel, there is little doubt that Google will become an ever greater force to reckon with in travel distribution.