Google moves into travel market

After acquiring ITA Software that is a flight information firm, Search engine giant Google will move into travel market and will provide world-wide flight information. ITA provides software that arranges flights, fares and journey times that are used by airlines. Google said it may well expand the scope and enable users to search directly for flight destinations. Google paid $700m in cash for this deal, and now Google will build new software that will focus on end user’s requirements.

Still Google is not going to use this software for selling the flight tickets, and will honor the existing agreements between ITA and ITA’s partners. Some of those partners are Google’s direct rivals like Microsoft’s Bing Travel.

Other firms which had been bidding for ITA included Travelport, Expedia and Kayak, many of which are also dependent on ITA for their flight data.

The deal could see Google controlling a significant amount of flight data

However, there are fears within the travel industry that Google could have an excessive influence. Google says the acquisition is “pro-competitive” and “pro-consumer” but said regulators were likely to examine the deal.

So let’s wait n watch what is inside the future of travel market.