Google Shakes Up the Travel Industry
On July 1st, 2010 Google announced it would buy ITA software, the leading source of critical air fare software used by search engines and travel sites alike, such as Hotwire and Air Canada Vacations. The question is, how will this affect the consumer?
FairSearch.org is a group of businesses united in support of a healthy Internet future, where greater consumer choice and economic growth are driven by competition, transparency and innovation in online search. This organization has taken the position that if Google were to buy ITA Software it would threaten the competitive online travel search market and could limit the competition and innovation that benefits consumers. Experts fear that if this is approved, consumers can expect to face higher prices and less choice when searching for travel online.
