It’s a simple formula. Google Flight Search + Airlines’ Hunger for Direct Connect = Trouble for GDSs.
You may think Google Flight Search is just another meta search tool. I think it is a major step in a campaign to build direct connections between airlines and travelers. Google Flight Search is GDS Bypass personified.
Google sees the GDSs as fortresses, producing hundreds of millions of captive airline searches beyond the reach of any search engine. Searches that need to be freed. Searches that should have the right to be completed directly with the supplier. Searches that in their basic form can be served up quite nicely with Google Flight Search.
Dot 1: Google is in a quandary. It needs to enter big markets with high growth opportunities. Dot 2: Google likes the travel industry. I’ve heard estimates that about 10% of its revenues are attributable to travel. Dot 3: There’s a big travel-related search market that Google hasn’t cracked. It sits behind the walls of the GDSs. Dot 4: ITA Software has deep expertise in airline pricing, shopping and availability searches. ITA powers Continue reading →