In recent months, hotels have agreed to test Google products, and last month, Google reached a licensing agreement with a startup called Room 77 that lets guests compare hotel prices and book rooms. While many analysts don’t think Google is a big threat to online travel agencies in the immediate future, such agreements have sparked buzz about what it could eventually do in the travel sector. Industry researchers don’t believe Google is looking to get into the business of processing purchases done by online travel agencies, which are some of its biggest advertisers. They add the transaction business would require certain capabilities that would bring new overhead and fixed costs. But Google would like to court more travel advertising revenue, they said. Get the full story at Reuters