Patience has paid off for Google
Google wasn't just waiting for a good deal. It hasn't made much of a splash in the travel space thus far, but its stance likely changed when Microsoft's
Who powers Bing's airfare platform? ITA, of course. The company also organizes flight information for Kayak, Orbitz Worldwide
Investors should have two questions on their minds now:
- Will this deal clear regulatory hurdles?
- How will it affect key travel sites?
Google is already proactively championing the benefits of the deal. "Because Google doesn't currently compete against ITA Software, the deal will not change existing market shares," the company explains on its site.
In other words, Google will simply be inheriting ITA's popular QPX platform, which presently competes with others. It's actually a blessing that Google has largely avoided this market, since antitrust watchdogs won't have much to sniff at.
However, this doesn't mean that the market is treating this deal as a non-event. Shares of priceline.com
The flipside of that scenario: Google's ownership may frighten off some ITA accounts. I'd be surprised to find Microsoft still leaning on ITA if this deal goes through.
Welcome aboard, Google, and fasten those seatbelts. Between concerned regulators and nervous competitors, this could be a bumpy flight.