Consumers have become more demanding of travel suppliers and expect niche rather than mass audience information. Google will be competing with search aggregators like kayak.com and skyscanner.com but will help promote sites that go direct. Holiday Nova goes direct.
Google has categorically stated it is not getting into the business of selling travel (doing so would jeopardise its advertising revenue) but is aiming to dramatically improve the search experience, which it believes is far from ideal.
This new service coming from google will change the main players in travel. This will benefit customers because they will always get the best price online! Watch out greedy travel sites :)