In a previous post I mentioned that ITA Software, which many of us use for searching mileage runs, was in acquisition talks with Google. It looks like those talks are heating up as other companies including Expedia, Kayak, and Travelport are reportedly in discussions with the travel search juggernaut.
After attending the travel blog exchange (TBEX) this weekend, it's no surprise that online travel is a hot space right now with many hotels, airlines, and other companies looking to form a larger online presence and reach additional customers. I still believe Google will win this battle and we will see an integration of ITA search results into Google queries.
Who knows, maybe your next flight could be free if you agree to view Google Adwords on your seat back TV.
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