Google is set to acquire travel brand Frommer’s, which is behind an array of travel guides across the globe, according to a report from the Wall Street Journal. The acquisition is said to close shortly.

With its acquisition of Frommer’s, which was founded in 1957, Google could add the service’s guidebooks to a number of its current offering to boost business and landmark descriptions. Frommer’s currently has over 350 printed guidebooks and over 3,500 destinations on its website. It is not clear if Google will continue the printing side of Frommer’s.

Google acquired Zagat in 2011 for a similar purpose. Zagat’s user reviews and descriptions were added to Google+ Local in May for more contextual information when users look at local businesses. Frommer’s treasure trove of information may have a similar fate.

Perhaps the biggest integration of Frommer’s will be in Google Now. It was recently introduced as a part of Jelly Bean and serves users with almost instant information activated by voice. With information from Frommer’s, Google could serve up global travel reviews a little better.

Google’s foray into Airline/Travel purchasing will also be helped greatly by Frommer’s guidebooks on the back of last year’s ITA purchase.

We will be on the look out for official announcement from Frommer’s and Google. Update below: 

Travel blog Skift reports that Frommer’s online staff has been let go, however, the book editors will be moved to Google’s New York offices and will be placed on the Zagat floor.

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