Did Google buy Frommer’s for its search engine juice? No, there is a lot more going on
The acquisition of Frommer’s, with its original content alongside that of user review service Zagat last year, is just one part of a fascinating jigsaw puzzle.
Similar to when Google bought ITA Software in the summer of 2010, officials are avoiding saying yet what the search giant intends to do with its purchase of Frommer’s travel guides.
This means it is left to everyone else to try and figure it all out, asking whether the likely outcome is whether Google will “abuse” its already dominant position in search (at least in the vast majority of so-called developed countries) to a dizzying array of theories as to its motivation and strategy going forward around travel content.
On the one hand, buying an established travel guide publisher in the shape of the ex-Wiley owned brand should give the search engine the opportunity to integrate other services (such as Places, Flight Search, Hotel Finder et al) into the Frommer’s pages.