Google and ITA: What It Means for Travel Agents | travelagentcentral.com
Now that Google’s $700-million acquisition of travel technology software provider ITA Software has been approved by the U.S. Department of Justice (DOJ)—albeit not without some major strings attached—many industry observers are wondering what the deal means for the travel industry, especially travel agents. Travel Agent recently spoke to Henry Harteveldt, travel industry analyst for Forrester Research, for his thoughts on the acquisition. According to Harteveldt, the Google-ITA deal is indeed a “game changer” and poses a major opportunity for agents to cash in on the online travel market.
