The one-stop Trips site is dangerous on several levels, starting with an option that lets consumers go straight to the Google Hotel Ads system and bypass metasearch engines. This hurts TripAdvisor and Trivago, who have invested in Google Hotel Ads to gain traffic.

The latest innovations by Google in the travel sector signal that the Google threat is becoming harder and harder to ignore. With over 1.5 billion active people already using Gmail, Google has a distinct advantage over its competitors in providing these relevant and helpful tools for its users.