They also power most of the meta search sites, which Google is easily positioned to become (and link to actual OTAs for booking). Huge conflict of interest. H

They also power most of the meta search sites, which Google is easily positioned to become (and link to actual OTAs for booking). Huge conflict of interest. However, ITA is not the only option out there, and given the concerns I bet everyone has with their contracts there's now room for another data provider to jump in and snatch up contracts during renegotiations. A general rule of thumb I find valid is if there's some consumer-facing problem that can be solved with huge amounts of computation, Google will get into it. They certainly have the infrastructure for it. (I'm a former TripAdvisor Flights engineer, which is owned by Expedia)