As it is refined and perfected this will begin to feed into the Universal Search Results so that people doing initial holiday research such as ‘family holiday destinations eastern Europe’ will see flight prices and options above the normal search results where they will find websites which can help them select a destination.

If this is the case then the priority over the next few months for travel websites will be making sure that they are compatible with the Google API and ITA technology.

It is very early days and the Google team will explore several options of how best to incorporate ITA technology into their search engine.

Without a doubt the best thing travel websites can do at this moment is monitor this situation and set aside some budget for potential onsite technical changes as Google’s plans become apparent.

Get the full story at Econsultancy

Read also "Google-ITA deal: How it will affect the way we travel" on CNN