Google’s Online Travel Adventure Upsets Its Biggest Advertisers - Bloomberg

A contentious coopetition context

"The two camps once lived in harmony. The travel giants appeared on top of Google travel search results, either by buying ads or tweaking their websites to suit Google’s algorithm. But in recent years, Google remade its search engine to show its own flight and hotel information above links to Priceline and Expedia. It launched a trip-planning app in September and sometimes lets travelers book hotels and flights on Google. Some industry players expect more direct competition like this. 

"Google has a bigger vision than just purely how much they’re making on ad revenue," said Kayak co-Founder Paul English, who left in late 2013 and is now building a travel-concierge service called Lola. "

Google’s Online Travel Adventure Upsets Its Biggest Advertisers - Bloomberg