http://gigaom.com/2011/10/01/bon-voyage-travel-agents-googles-taking-over-travel/?utm_source=#frankguillen
In this article the author exposes the fact that Google is possibly planning to become an online travel agent (OTA). With Google's already powerful search engine which is being used to lookup hotels (an industry where over $120B was spent on last year), their launch of Google Flight which helps you lookup flights and airline, and their acquition of Zagat which can get you to the best restaurats. The only thing missing from that combination is car rental and a "book it" button and you can see how Google can become your travel agent.
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