What would “Troogle” mean for travelers?

April 27, 2010 | Online Travel

At the most basic level, the deal would give the search giant the information that it needs to offer instant fare information next to search results for flights, in much the same way as hotel prices have now been integrated into Google Maps. But the software that ITA produces could potentially be used for much more.

Owning the Cambridge, Massachussets-based ITA would instantly elevate Google to one of the leading players in the travel "meta-search" market, which is rapidly becoming travelers' preferred way to book tickets.

At the most basic level, the deal would give the search giant the information that it needs to offer instant fare information next to search results for flights, in much the same way as hotel prices have now been integrated into Google Maps.

But the software that ITA produces could potentially be used for much more. It offers the ability to plan trips based around event listings in select cities, for instance, potentially integrating with Google's other offerings such as Google Calendar to allow full travel "packages" to be sold.

It can also process booking changes, seat selections and online check-in for airlines (both online and through mobile devices), giving Google the chance to provide richer information on departures for travelers through its portal and location-based offerings.

Get the full story at The Independent