Competition to online travel agencies no longer comes from fellow OTAs and traditional suppliers.
Rather, metasearch sites, private accommodation platforms, mobile-only apps and other up-and-coming technologies have made the online travel field even more complex.
In 2017, OTAs’ share of total online travel dropped slightly but is believed to rebuild momentum through 2021.
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For travelers, ease of use - over brand or price - is the number one selling point when selecting a website for shopping or booking. As such, OTAs have invested heavily in technology to deliver a first-rate online experience.
A new report from Phocuswright will examine how the online experience will be even more important as the technology landscape evolves – and with it, consumer behavior.
US Online Travel Agencies: The Big Get Bigger, written by Alice Jong, will also include a look at how mobile is gaining an edge as well as what’s next in tech innovation.
The report is FREE for existing Phocuswright Global Subscribers (learn about how to become one here).