Google is a huge threat, warns online expert
Travel intermediaries like Travelsupermarket and Expedia are being warned to rethink their business models now Google seems poised to move into the UK travel market.
Andreas Pouros, a search marketing specialist who advises companies on ways to improve their online presence, said Google’s acquisition of travel technology company ITA Software was a clear threat to UK-based travel comparison websites.
ITA’s data, which includes up-to-the-minute flight availability and fares, will allow Google to show users where to find the best deals.
"Travel intermediaries should be very concerned as Google moves towards becoming central to consumers’ travel purchasing behaviour," said Pouros.
"It is only a little over seven months ago since Google made a similar move with property intermediaries.”
Just as Google now features houses for sale or to let on Google Maps by allowing property portals to load their listings free of charge, it will be able to use ITA’s data to tell users where to find the best flights.
While initially Google is likely to use the data to drive traffic to travel websites, there is a danger that ultimately it will start to sell seats direct to the consumer.
"Travel intermediaries should at the very least be determining how they should operate in the next few years," added Pouros, chief operating officer of Greenlight, an independent search marketing agency.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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