Can Google Disrupt The Online Travel Industry?
Does Google really pose a big threat to highly dominant OTAs such as Priceline and Expedia? Just how potentially disruptive is the company's latest move in the online travel industry? This article tries to get some perspective into what Google's online travel efforts mean for OTAs. Hotel Price Ads, or HPA, is perhaps Google's most prominent hotel booking platform. HPA are sponsored price listings that usually appear on Google Maps, Google+, and Google Hotel Finder. HPA is the hotel equivalent of ITA, a proprietary airline booking software.