journey to world domination global ambitions one step further, the internet giant Google has now begun displaying flight search data for its search results.
An example search result for Flights from London to New York
To get a flight search listing, all you have to do is searching for "Flights from (city) to (city) " and Google will display the flight schedule data on top of your search page.
The flight duration displayed is an average of all flights and can sometimes display a longer duration than normal. The listings also list flights from LCCs and provide with a link to the airline's online homepage, thus probably benefiting the airlines. This should especially help airlines like Ryanair which has been fighting to get all online sales to be routed via its own website.
The new feature is an achievement from Google's acquisition of ITA last year. The acquisition was met with strong opposition from most existing flight search engines and online travel agencies. And that opposition now seems to be proving true, given that Google's display of flights schedules at the top of its result page will stop anyone from scrolling down further along the search results page for a third party flight search site.
It will be interesting to see how Google's entry into the flight search space will affect the incumbents and the industry in the future.