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ITA Software Legacy
Marostica is the former chief commercial officer of ITA Software, which Google acquired for $700 million in 2011. One legacy of that transaction is that Google still powers flight-shopping on about a dozen airline websites, including Air Canada, Delta, American, United, Iberia, Latam, Turkish, China Southern, and China Eastern. Other Google flight-shopping partners include companies such as Northrop Grumman, Sabre’s GetThere corporate booking tool, and StudentUniverse.
Airlines selling tickets have tons of booking data, which figure into route decisions. In contrast, Google’s new tool provides data that are “super upper-funnel” concerning travelers inclinations when they are in the initial stages of planning a trip, Marostica said.
Google is not the merchant of record for flight bookings, but still there is quite a bit of data about travel intent that partners can use, he added.
Online travel agencies, meanwhile, are using the new tool for marketing purposes, Marostica said.
Google had intended to introduce the new tool later this year, but Covid-19 accelerated that timetable.
While Demand Explorer pertains to consumer intent about flights, Google could possibly expand or develop another tool based on hotel queries in Google search, Marostica said.
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