Google Buys Travel Search Company

Posted Friday 2nd July 2010 by Catherine in Uncategorized.

In it’s sixth largest ever acquisition, top search engine Google have acquired ITA Software Inc for $700 million.

Google have been looking at moving into the travel sector for some time and while they won’t directly be selling flight tickets, owning this company does allow them to combine their knowledge of search with the online travel search facility to create a much easier to use and more competitive travel search website.

ITA makes software for online travel services using algorithms to combine flight information such as prices and availability from a variety of airlines and condensing it into the one database that is searcheable by online users. Applying googles search expertise to an already workable idea should deliver the customer a much more competitive range of flights to choose from.

Is it worth $700 million? We are approaching the figure of 100,ooo commercial flights per day and half of those will be booked online. So, yes, it is worth it! All those people have searched the internet for the best deals on flights, or last minute travel plans. If this process can be easier, quicker and more competitive then we will all benefit.

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