Pushes deeper into travel business.
Google has acquired travel guidebook and online destination content brand, Frommer’s, for an undisclosed sum.
The search giant has said that it will merge the Frommer’s brand into the same group as the Zagat food guide, which the company bought in September last year. It may also be remembered Google picked up ITA, one of the airline industry’s most popular travel data services in July 2010.
With Frommer’s, Google gets its hands on a massive amount of travel content including guides to 4,500 destinations, 50,000 images, hotel property descriptions, hotel reviews, cruise ship and cruise line reviews, and information about 300,000 events, including festivals, athletic contests and cultural gatherings.
That Google has had the travel industry in its cross hairs for a while is obvious and with this step, analysts predict that the search engine wants users to find all their travel related information on Google itself rather than leading them to other sites.
In a statement about the Frommer’s acquisition, Google said its goal is to “provide a review for every relevant place in the world.”