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Google acquires Frommer’s travel guides

Google is seeking to expand its local services with the acquisition of travel guidebook publisher Frommer’s from John Wiley & Sons, for an undisclosed sum.

The deal will give Google a vast archive of digital reviews for its local listings, maps and mobile apps, including approximately 350 travel guides and the Frommers.com travel-planning website.

Through the deal, it is likely that Google will integrate Frommer’s hotel and destination reviews into its search and Maps products, in the same way it did with restaurant-guide publisher Zagat last year with its own social network Google+, a deal made by Google’s former executive Marissa Mayer, the new chief executive of Yahoo.

By doing so, it will enable Google to serve consumers targeted advertising rather than  them clicking over to other online travel guides such as TripAdvisor or Fodor’s.

John Wiley & Sons had been seeking a buyer for Frommer’s since early March.

“The Frommer’s team and the quality and scope of their content will be a great addition to the Zagat team,” said a Google spokesperson. “We can’t wait to start working with them on our goal to provide a review for every relevant place in the world.”

Jenni Baker, London