When I read this headline in an article in Businessweek this morning, I was amazed. ITA is the company that created the software for Kayak.com, one of the best online travel sites for searching for the lowest fares & rates. Additionally, they are used by other major companies such as Orbitz, Bing, Continental Airlines, and Alaska Airlines. (click for full article)
Why is this important? Because Google will enter the travel industry with a big bang. Not only will they be able to track your online search tendencies, but they will also be able to track your travel preferences as well. This means there could be more online advertising opportunities in the future from Google. This could also mean higher advertising rates as well. It will be interesting to see how this plays out. Hopefully, it will mean better targeted ad campaigns for the advertiser.