USA Today | Google, the world's most popular search engine, is expanding its reach in the lucrative online travel business. In March, Google added hotel links to its Maps application, listing hotels with room rates available to some users.
Google also is reportedly in talks to pay $1 billion to acquire ITA Software, which develops fare-shopping software for online travel agencies, airlines and fare-search-only sites, such as Bing Travel and Kayak.
Incorporating fares into Google search results would keep customers more engaged in its applications while they plan for travel, a prospect that could unnerve other fare sites. Users would be able to type in their destination and travel dates, and see flights and prices.