News broke this morning that Google has purchased the famous Frommer’s travel guide brand for an undisclosed sum. The purchase comes on the heels of Google’s 2011 purchase of Zagat guides, and is a clear signal that the search giant intends to get into the travel content business in a big way. I’m thinking that Google is prepping for a battle with Apple when it finally unwraps its mostly secretive, recently patented iTravel app sometime in the next year.
Frommer’s has a small editorial staff based in San Francisco that manages its website and online content.
The travel world is abuzz with comments on Google’s latest acquisition. What do you think?
Wall Street Journal: “In Frommer’s, Google sees an opportunity to broaden its consumer offerings outside of restaurant reviews. That Frommer’s provides information about hotels and destinations globally made the acquisition that much more attractive. The deal is expected to close shortly. Google hasn’t yet decided whether the Frommer’s guidebooks will continue to be published in print or whether they will eventually migrate entirely to online. It is also possible that the Frommer’s brand could be melded into the Zagat brand.”
CNET: “It’s not all that surprising that Google has jumped in to swipe Frommer’s. The company has been making a significant travel push over the last couple of years with its acquisitions of travel software provider ITA and restaurant reviewer Zagat. Presumably Frommer’s is a natural extension of the Zagat purchase. ‘The Frommer’s team and the quality and scope of their content will be a great addition to the Zagat team,’ a Google spokesperson told CNET in an e-mailed statement. ‘We can’t wait to start working with them on our goal to provide a review for every relevant place in the world.'”
TechCrunch: “Although not confirmed at this point, it’s probable that Google is only interested in the travel content Frommer’s has amassed, and the book publishing portion of Frommer’s business will cease. As for what Google saw in Frommer’s, that’s not quite as clear. Although its brand is still well-known, the quality of its content can be a little shaky – its reviews, for example, are often outdated. Perhaps the selling price just made the deal worthwhile?… We’re also now hearing that the Frommer’s team will be joining the Zagat team, and indeed the acquisition is related to improvements related to the local search experience across Google. Initially, the Frommer’s content will come to Google under its own brand and will be further integrated with Zagat over time. No definitive decision has been made on the Frommer’s printed guides, but the deal is supposed to enable users discover reviews across Google, which means online.”
Fast Company: “One of Google’s major priorities has been the transformation of Google Maps and the Zagat-powered Google+ Local into a Yelp and Facebook killer. Frommer’s databases are also used by Kayak to help fuel hotel searches. Although the last few years have been rough for print travel guides as the internet ate away at their past dominance, Frommer’s has extensive brand recognition and a large network of contacts throughout the travel and hospitality industries.”