Six Hotel Groups Invest Into Search Engine

In an effort to keep revenue streams out of the hands of OTA's (online travel agents), six major hotel chains have invested in a new hotel search engine called Room Key.
Joining in on the consortium are InterContinental, Hyatt, Marriott, Wyndham, Hilton and Choice.
Technology for the system came via a third party acquisition of 'helicopter.'
Room Key DNA is said to be aimed at ease of booking, speed and simplicity.
Google continues to merge into peripheral spaces and certainly this sets the hotel groups on a possible collision course with the mighty search icon.