Google's European Antitrust Issue
The European Union's recent announcement of its intent to file antitrust charges against Google has large implications for the hotel industry. The main complaint is that Google favors its own travel search products over those of its competitors and hotel-inventory providers.
Google's acquisition of ITA Software's flight-search services and implementation of the bidding model behind its Hotel Price Ads (H PAs) have caused frequent complaints from OTAs, metasearch sites and travel brands. In fact, the first results page is almost entirely "pay for position."