Google Flights, which was first introduced in 2011 and is mobile-optimized, mimics other travel marketers such as Kayak and Orbitz by allowing guests to filter available flights and schedules to find the most cost-effective price. However, the search conglomerate is attempting to differentiate itself from booking apps by offering the unique feature of helping consumers plan a trip even if they do not have a particular destination selected. “This is scary for booking apps because Google now owns the entire fulfillment chain,” said Aurelie Guerrieri, general manager North America at MobPartner, San Francisco, CA. “Most bookings start by search (mobile or online). “It creates new revenue stream for Google to charge travel partners for this. UX removes all the friction - as good if not better than what the travel sites have done.” Get the full story at the Mobile Marketer