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In a press release  issued early today, Expedia, Kayak and Travelocity announced that they have formed FairSearch.org, a coalition of large online travel sites and travel technology companies, banded together in an effort to urge the Justice Department to challenge Google’s proposed $700 million purchase of ITA Software.

ITA powers some of the Web’s most popular airline-ticket search and booking sites, including Kayak.com and Hotwire.com.  Expedia (owner of Hotwire and Expedia.com) as well as Kayak and Microsoft, whose Bing search engine relies on ITA for airfare searches, argued to Justice Department antitrust lawyers that with ITA’s data and technology Google could gain an unfair competitive advantage because it would, “enable Google to manipulate and dominate the online air travel marketplace.  The end result could be higher travel prices, fewer travel choices for consumers and businesses, and less innovation in online travel search.”

It didn’t take Google long to respond from it’s blog, stating that the deal would not result in higher travel prices or fewer choices for consumers because ITA and Google aren’t competitors, and that ITA doesn’t set ticket prices for sell tickets and Google doesn’t plan to either.  Google also noted that the three most popular travel websites in the U.S. – Expedia, Priceline and Travelocity – all use data provided by ITAs competitors. (Doh!)

Google said that it won’t be “choosing winners and losers in online travel” because its goal is to build tools that drive more traffic to airline and online travel agency sites and that those tools will create more overall online sales for those sites.   And by combining ITA’s ability to analyze data on seat availability and pricing with Google’s search engine could end the “frustrating experience” today’s airfare search, where a “simple two-city itinerary involves literally thousands of different options.”

Sounds a lot like the plot to the popular TV mini-series “V”.  The one where aliens move in and say they come in peace, but actually have sinister motives.  They claim to only need a small amount of Earth’s resources, in exchange for which they will share their advanced technological and medical knowledge.  As a small number of humans begin to doubt the sincerity of the seemingly benevolent aliens, it’s discovered that the aliens have spent decades infiltrating human governments and businesses and are threatening to take over the Earth.

Awesome.  Can’t wait to see how the real-life version plays out.

Here’s some more travel news you can use:

• Earlier today Southwest Airlines announced a winter airfare sale with some one-way tickets as low as $30.   The sale lasts until Thursday, and like any fare sale, there are restrictions.  With this sale, customers can buy one-way tickets for $30, $60, $90 or $120 based on length of travel.  Travel dates are good between December 1 and December 15 and January 4, 2011 and February 16, 2011.  Sundays are not included in this fare sale.

• Virgin America also announced a “No Tricks, Just Treats” fare sale today. Virgin America is now offering low one-day advance purchase fares to all of its destinations for travel between Oct. 26 through Oct. 31, 2010.  Tickets are on sale today and can be purchased via Virgin America’s Web site (www.virginamerica.com) and at 1.877.FLY.VIRGIN (1.877.359.8474). Restrictions, taxes and fees apply. Tickets must be purchased by Oct 30, 2010, and travel must occur between Oct. 26 and Oct. 31, 2010.

• Starting next month, federal regulators will start cracking down on a new rule that requires air passengers to submit personal identification data when booking for flights and show a recognized government ID at the airport that matches the information. The rule was introduced last year, but the Transportation Security Administration imposed a year-long grace period that ends at the end of the month.

If you’re searching for flights on Yapta.com today, you may notice that the search results look a lot like those delivered by KAYAK.com.  Well, your eyes are not deceiving you.  KAYAK, the largest travel search site in the world, is now powering Yapta’s flight search.

This is great news for you!  By integrating KAYAK’s flight search, which provides prices and itineraries for hundreds of airlines, you’re now able to track prices on virtually any flight in the world.

All of us at Yapta are really excited to bring this enhancement to you – so give our new flight search a whirl and let us know what you think.  And if you would like to learn more about Yapta’s partnership with KAYAK, you can read our news announcement.