Some within the industry have been making noise that Google is quietly and slowly taking control of the whole trip funnel. Interesting read:

https://www.cartrawler.com/ct/digital-disruption/googles-ste...

I'd agree that providers are ceding too much control to Google for short-term wins, maybe without even realising the power they're handing over to Google.

Google is quietly inserting themselves between the customer and the business in all sorts of industries. They're not fully utilising that power which only makes them a benevolent (for now) dictator.