[ghobs91]

A) Why would they be in an adversarial relationship with Google? B) What benefit do they get from doing something like this?

[namdnay]

The airlines are in a very adversarial relationship with Google. They're scared that google will take away their direct distribution channel by being better than they are.

[jonknee]

So adversarial they spend tons of money on advertising and pay Google to use ITA's software to sell tickets to their own customers.

[namdnay]

They dont have a choice about advertising. If they don’t advertise, users will see an ota or metasearch link and click on that instead. Then the airline pays a GDS commission and makes less money