Google has introduced a new service: a flight search tool that is integrated with Google search and will be a rival to Bing Travel and ticket search websites like Kayak, Orbitz and Expedia. The service enables you to search Flights on a number of criteria.
The user can enter his origin, destination, dates, duration, price points and more. Filters are available for number of stops, airlines, inbound and outbound times, connections and more.
The results are viewable on the same page in a grid like format along with a map that shows the route and fares. The user can click on a selected flight, choose the desired return flight and book the flight via the airline website.
The user interface is pretty easy to use and straightforward and Google may add advertising at a later date. The only focus is on Flight search right now and Google may add Hotels and vacation packages going forward.
The service may be a huge impact on niche travel search providers like Kayak, Expedia and others as Google is the big daddy of search. Right now, the feature set is limited but will increase with more options and filters are made available.
This service is an outcome of Google’s USD 700 million acquisition of ITA software earlier this year.
The new service is still in the initial stages and is a work in progress. Google has intentionally kept the launch low-key as it did not want to attract undue attention of the regulatory authorities. There is a fear that the Search Giant will control the Flight search arena with a lethal combination of its dominance in search and ownership of ITA software.
Only time will tell whether this service will crush the competition or just be another player in the online travel arena.
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