Dennis Schaal

I remain employed as a journalist because of the countless stories I've written in the past -- and will likely write in the future -- about the harrowing (to some) prospect of Google becoming an online travel agency. I wouldn't bet on that scenario in the next couple of years. On the other hand, nothing in life or business stays the same.

American Airlines Group CEO sounds as though he has turned into a labor activist. OK, not really, but he knows you can't have a successful company unless its corporate culture is healthy and its employees have a real stake in its well-being.

Kayak apparently got cute in trying to use the phrase "Hotel for tonight" in its apps and it appears as though HotelTonight prevailed in a trademark flap. Now they've partnered up as HotelTonight is selling through Kayak in a bid to trim costs.

Should competitors be concerned that Destinations on Google is a harbinger of Google's global takeover of trip-planning and the travel industry? Don't be paranoid. Plenty of companies can out-compete Google but its dominance of search and ability to make traffic disappear on a dime are ongoing headaches given that the playing field tilts toward Mountain View, California.

United's lack of leadership on its board, as well as a shallow executive bench, was an issue before former CEO Jeff Smisek was forced out in October. Outside of Munoz' appointment to the CEO position, that picture hasn't changed since then.

What does today's top-notch marketing organization need? A blend of hundreds or thousands of data geeks coupled with legions of creative types who aren't afraid to make big bets. Campaigns need to blend global learnings and local insights. For Booking.com, having the clout to work closely with Google product managers to drive product changes doesn't hurt either.

Expedia's moves to lower commissions, tack on a tactical bidding program for hotel displays, and make itself friendlier to hotels and consumers by offering a pay-at-the-hotel option are all designed to ramp up Expedia's business and to make Booking.com's so-called "competitive moat" a little less imposing.

Last-minute hotel-booking apps, from HotelQuickly to HotelTonight, are reworking their customer-acquisition or unit-economics strategies now that all of the major players, from Booking.com and Kayak to Expedia, have introduced comparable products. The current phase may portend slower, but more sustainable growth.

Big hotel chains like Marriott and Hilton, with their ample marketing and advertising budgets, can scoff all they want about Expedia and Booking.com pay-to play programs for sort-order preference as the chains push direct bookings on their own sites. But small chains and independents will likely use the programs, seeking any small advantage they can wrangle.

Let's see: HotelTonight claims to have grown revenue 200 percent year over year in January while shifting its emphasis toward profitability instead of growth, and after laying off 20 percent of its staff in November. Sometimes it's just great to be a private company and to have such freedom of speech.