Travel Commerce 2017 Trends Report
The internet completely transformed the travel industry. Think back to just two decades ago, when you had to go through a travel agency to book a trip or (gasp!) pick up a phone. The internet opened a door for airlines, hotels, and other travel players to sell directly to customers. They could now feature their perks and rates directly to the customer—but the customer could also now shop around, compare all the costs and advantages. Further adding to the evolution of online travel was the rise of Online Travel Agencies (OTAS). For years now, travelers have been drawn to online sites like Expedia, Travelocity, Orbitz and Priceline to find and reserve hotel rooms, flights and rental cars. Hotels and travel providers welcomed the system — or at least learned to live with it — even though the business came at the cost of substantial commissions. But now, the travel industry is fighting back and investing heavily in getting customers to skip the OTA and book directly on their site.
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