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Yahoo Travel Focuses On FareChase

After forgetting it for a long, long time . . .

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Consider this one more example of how Yahoo does not, by any means, move quickly.  Still, the search market’s perpetual runner-up does move, and its latest change brought the FareChase travel engine into a more prominent spot.

FareChase is now front and (sort of) center on the main Yahoo Travel page; it was previously relegated to one small tab at the top.  This is all fine and well.Yahoo Travel Focuses On FareChase

What’s a little embarrassing is that Kayak took over SideStep before Christmas, and it’s to this incident that Yahoo seems to be responding.

We can live with a turnaround of less than a month.  What’s really bad is what Yen Lee, who broke this story, notes: Yahoo acquired FareChase in 2004.  Small wonder the company is often trailing in comparisons.

This may nonetheless win over a number of new customers, however, since even at the time of the Kayak-SideStep deal, FareChase was being mentioned as a serious competitor.

Meanwhile, Sramana Mitra has identified travel search as a serious soft spot in Google’s lineup.  So we’ll direct a hat tip to Greg Sterling, wait and watch, and while we’re at it, wish you a good weekend.

Yahoo Travel Focuses On FareChase
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