It's beginning to look a lot like ... free WiFi. There's no secret that Google and Microsoft are fierce competitors. But that rivalry is spilling into holiday promotions, with each of the tech titans offering their own versions of free WiFi in U.S. airports this year.

It is certainly a nice promotion for stressed out holiday travelers. But it looks like someone is the copycat here.

Yesterday, mobile advertising company JiWire announced a new promotion with Microsoft that gives travelers free WiFi access at unspecified hotels and airports if they conduct at least one Internet search through Bing. Then, earlier today, Google announced a deal with Boingo Wireless to offer free WiFi at 47 airports through January 15.

Even more interesting for Seattle travelers, Google said that it will offer free WiFi at Sea-Tac airport -- as well as the airport in Burbank, California -- indefinitely. That's gotta get Microsoft's attention, since Sea-Tac is the main hub by which its employees travel to conferences, business meetings and other activities.

On the flip side of that, it is also the hub at which Microsoft's many partners and customers arrive in Seattle.

The move is certainly a strategic one by Google.

It is unclear who came up with the free WiFi idea first. Microsoft said it started its promotion during the third quarter, and recently extended it to the end of the year.

Google announced its WiFi promotion today, but last month it began touting a separate but connected promotion to offer free WiFi on Virgin America flights during the holiday.

It doesn't really matter at the end of the day. But this much is certain: When you have two strong competitors battling it out for attention, consumers definitely win.

Interestingly, an Alaska Airlines spokeswoman earlier this year said that the company was working on a free WiFi promotion at Sea-Tac. But, then, the Seattle-based airline unexpectedly reversed course a day later, noting that a company spokeswoman misspoke.

I wonder if Google was already working on sealing an exclusive deal with Sea-Tac at that point.

UPDATE: We received this response from Microsoft about their promotion, though we've yet to hear where it is offering free WiFi this holiday season.

"We believe that everyone is a winner with free Wi-Fi, especially during the busy holiday travel season. Our initial results are showing success with our campaign, where many customers are returning to Bing for additional searches. We’re looking at other opportunities in the future, but have nothing more to share at this time."

"We believe that everyone is a winner with free Wi-Fi, especially during the busy holiday travel season. Our initial results are showing success with our campaign, where many customers are returning to Bing for additional searches. We’re looking at other opportunities in the future, but have nothing more to share at this time."

[Flickr photo via mysza831]

John Cook is co-founder of TechFlash. Follow on Twitter @johnhcook.