Google Flights heralds Google’s formal entry into the travel meta-search arena. Much has been made of the absense of intermediaries such as online travel agencies and meta-search competitors in lieu of direct booking with the airlines. Unquestionably, the game has changed.
Since the announcement of Google's acquisition of ITA Software, everyone knew it was going to be a game changer
The Fairsearch.org immediately reacted with a blog post asking if partners will be coerced into working with Google, if the new search technology will secure premium placement in search results, or if the content will be intermixed with search results. Valid questions. To which Google will undoubtedly reply with something along the line of “whatever provides the greatest utility to our users and yields the greatest benefits to our partners.”
As with all things Google, democratization of information and disruption of established business practices typically involves a balancing act between users and partners where the scale normally (and appropriately) tips toward the user’s end of the spectrum. Many partners understandably don’t like this and Google Flights will certainly be the poster child of the coming US Senate Subcommittee on Antitrust, Competition Policy and Consumer Rights hearing.
For now, let’s forget about all that – there will be plenty of coverage in the coming weeks on the strategies, symbolism and voodoo surrounding Google’s deeper dive into travel. Much will be conjecture, lots will not be true, and some will be flat-out crazy.
One thing however, is for certain – Google Flight Search changes everything, but in more ways than you might think. It actually enables a very old school approach to searching air fares. continue reading →
