It will be interesting to see how Kayak fends off increased competition from imitators/similar sites... Google, Bing, Hipmunk etc. Google actually owns ITA, wh

It will be interesting to see how Kayak fends off increased competition from imitators/similar sites... Google, Bing, Hipmunk etc. Google actually owns ITA, which is the source of about 40% of Kayak's data. Whereas 5 years ago, Kayak had a pretty lucrative niche as a nice UI on top of other people's data, their survival will depend on aggregating across a wider set of sources: hotels, cars and cutting new deals with airlines.