With a $1.6-trillion market size and the world’s largest service sector, arguably Google is already the largest player in travel despite its current role of being primarily an advertising and customer referral service. In fact, a 2016 estimate had Google travel ad revenues likely producing more revenue than Priceline Group, TripAdvisor and Ctrip combined.

Yet, when discussing the online travel market, arguments continue to be made that Expedia Group and Booking Holdings are duopolies, a position that is woefully naïve, considering Google’s position in controlling the front door to the internet.