Currently Google offers only a way for consumers to do their travel research and comparison-shopping for products such as flights, and it seems likely that for now, it will continue to partner with the existing OTAs on its ad-based models, and not  compete as a rival player for consumers and suppliers.

However it is possible it may take one of three paths: by expanding its instant booking interface and keeping consumers on Google to complete a transaction; by pushing its commission-based model harder; or by increasing dramatically its supply of inventory.

As consumers move increasingly to search and booking via mobile devices, Google is already facing higher fees paid to companies such as Apple for traffic acquisition.

It is possible the company will one day launch separate services such as Google Hotels, Flights, Maps, Trips, and Home rather than trying to keep everything in one transactional platform.

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