Amadeus is predicting renewed interest in new search and shopping technology products from agents and suppliers in the wake of Google's purchase of ITA Software being approved.
With Travelport so far declining to comment, and fellow GDS Sabre simply redirecting media requests to the FairSearch coalition, of which it is a member, Amadeus might have expected to also stay in the shadows after the deal was approved in the US on Friday last week.
Not so.
Amadeus says it is studying the conditions of the proposed settlement and will not speculate on what Google may or may not do with its $700 million prized asset.
But while on the one hand Amadeus says it has "not noticed" ITA Software outside of the US, where the Massachusetts-based company effectively powers a string of metasearch engines and online travel agencies, the ramifications of the deal will be felt around the wider industry.
Amadeus says its core business is providing booking technology for agents, airlines and others, "wherever that search is generated from - including searches arising from Google".
The company has developed a number of fare search products over the years, including Master Pricer and Flex Pricer, but sees the Google-ITA deal influencing how suppliers and OTAs view their own capabilities in the face of a potentially huge new competitor.
An official says:
"We therefore now expect some level of enhanced interest for these services, as travel site owners wish to ensure an attractive search and shopping experience to attract traffic directly to their websites."
Amadeus never joined the FairSearch coalition when it launched in October 2010, although its former-CEO David Jones did eventually give support to its principles of the campaign via a statement, claiming the "outcome of this debate is extremely important to both the future of the online travel industry and the internet as a whole".