European Tour Operator Business Strategies and Technology Approaches

Summary

Intensified competitive pressures in a dynamic marketplace, combined with changing consumer behavior, continue to shape European tour operator strategies, especially online. Fierce competition between online travel agencies (OTAs) such as Germany's Unister group (with brands including Ab-in-den-urlaub and Fluege.de), HRS.de (hotel portal) and Trivago.de (hotel metasearch engine) – which often bid on the same keywords and incorporate traveler reviews – make it difficult to increase brand awareness among consumers.