Making a huge leap forward over the past 12 months, Google is sending almost equal levels of traffic to airline websites as Kayak.
Figures released by web monitoring service SimilarWeb show that the share of referrals upstream to the top ten airline sites in the U.S. by Google Flights in July 2018 has reached 25% -- just a percentage point lower than flight metasearch rival Kayak.
In July 2017, Google stood at 9% and Kayak 33%. The data collected by SimilarWeb covers only desktop-based traffic.
Kayak's loss appears to have been Google's gain on some of the U.S.'s main carrier websites.
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