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Recent partnerships by Google Inc with hotel chains have raised concern among others in the travel industry that the search giant is trying to grab more advertising dollars. \To the extent that the travel industry is spending advertising dollars with Priceline or Expedia or TripAdvisor, Google is well aware of that and theyd like to steal some of that,\ said Douglas Quinby, vice president of research at PhoCusWright, a travel industry research firm. Google already owns ITA software, a flight information provider, and has a hotel price ad program that routes consumers to hotel websites for booking. In recent months, hotels have agreed to test Google products, and last month, Google reached a licensing agreement with a startup called Room 77 that lets guests compare hotel prices and book rooms.