Yahoo Inc. is introducing an upgraded travel service "that blends the breadth of Yahoo search with handy travel-specific features, stepping up its challenge to dedicated travel sites", reports Reuters. (4/12/2006)

As per the report, using Yahoo's central search site, consumers can receive instant airfare and hotel price comparisons, satellite overview maps and user reviews of restaurants and tourist destinations, features that previously existed in different corners of the Yahoo network or elsewhere across the Web.

It is being said that the company could lure customers away from online travel agents by embedding travel features in its core search system as well as throughout the broader Yahoo network, and improving its travel destination site.

Industry-best prices will actually show up in Yahoo search results,?said Jasper Malcolmson, director of Yahoo Travel. We have created a search engine both for best prices and destinations.?

The report added that search results that are returned will feature a range of hotel or airline prices from Yahoo's FareChase price comparison system and direct links to detailed fare information. These pricing claims reflect how fare offers come not only from Yahoo's own FareChase system but also draw on the low-fare databases of CheapTickets and Orbitz, Malcolmson reportedly said.

when a Yahoo customer clicks on a particular hotel offer, a second-level page appears giving either a Yahoo map or a new, detailed satellite image to give the traveller a bird's eye view of where the hotel is located relative to landmarks. Further enhancing Yahoo's travel system are embedded connections to Yahoo Trip Planner, allowing users to create, categorise and share their personalised itineraries with friends or family. Users are encouraged to publish online travel journals to help others plan trips to the same locale,?added the report.