Consider how Amazon grew to the retail gargantuan it is today. Step one, see an opportunity to provide a better service by removing friction points. Step two, incremental growth through adoption and retention of loyal customers. Step three, data, data, and more data. Step four, harness data into action – innovate, enhance, and repeat. With an already loyal band of customers and data stores that rival those of Amazon, Google is perfectly positioned to take a dominant position in the marketplace as it dives into travel. Its platform has the largely unrivaled ability to see when consumers are searching, it knows when they’re away from home. It even has flight and hotel reservations pouring in through Gmail. Leveraging its vast data network and app integrations, Google is uniquely poised to give consumers a seamless and tailored travel experience from the moment they decide to take a trip (and really, even before that), to the moment they return (and really, even after that). Get the full story at The Next Web Read also "Google continues to encroach gradually on OTA turf"