idolw - 6:22 am on Jul 29, 2011 (gmt 0)
This is phase 1: get rid of meta search sites. Small local OTAs will not be able to get a listing under the "Book" button so they'll die, too.
Phase 2: allow hotels to fill the Google Calendar. The first sign of this was launched recently with "Appointments" in Google Calendar - if you are a hairdresser you can let your customers book their slot online. Why not book hotels and restaurant tables the same way?
Google has enough power to get into transaction and put all customer service onto business owners.