Google is once again reaching for control of another online business avenue by taking on the profitable online travel booking business.

In March, Google choose to add hotel links to its Map app by listing hotels along with their room rates depending on where users searched.

They also are said to be negotiating paying $1b for ITA software, which can be used to develop fare shopping capabilities for online airlines, travel agencies, and fare only search queries for sites like Kayak and Bing Travel.

By placing fares directly into Google search results customers will become more enticed with their applications when it comes time to plan their holidays which could challenge some fare sites that are used to a steady stream of traffic, as users could simply do a Google travel site instead of searching for a fare seeker website.

In fact, at the moment Google users can place cities and dates into the search box, but they receive links to booking sites which could change very soon.

For the moment Google will not issue a comment about the possibility of purchasing the travel software, but a spokeswoman for the company did confess that they always think about travel and how to make it easier for users.

Analysts of the company predict that Google is interested in offering information to users but is not likely to be concerned with actual bookings because it receives advertising revenue from travel agencies and would not want to deal with the intricacies of booking transactions or the responsibility.

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