European Online Travel Agencies: Success Strategies for Today and Tomorrow

A decade has passed since the first European companies began to harness the power of the Internet for the sale of travel. Many things have changed over the past 10 years, but many familiar challenges remain. European online travel agencies are continually pressured to introduce new products and functionality to evolve the way consumers plan and purchase travel. Meanwhile, they must find new ways to compete against a powerful traditional distribution network that includes mega retail travel agencies and tour operators, as well as aggressive supplier disintermediation efforts and up-and-comers like metasearch.