Much to the dismay of everyone else except Google, consumers may find that having easy access to services and the direct suppliers of those is far better than dealing with companies (i.e. OTAs) that have no involvement in providing the aircraft, hotel bed or museum ticket.

This is especially so when the concept of "friction-less" travel comes into play, not least from a user data perspective.

With its ability to capture search habits, booking history and more, a personalized and easy digital experience might anger Google's industry peers, but in terms of providing a better service the company may win the hearts of travelers.

Related: Google's new hotel search site could undermine OTAs