U.S. Online Travel Agencies: The Big Get Bigger
The online travel arena became even more complex in 2017 as travel companies expanded their offerings and crossed traditional boundaries. Online travel agencies' (OTAs) competition no longer comes just in the form of other traditional OTAs and suppliers, but also as metasearch platforms, private accommodation aggregators, mobile-only apps and newer platforms hoping to carve a niche for themselves.
OTAs' share of total online travel dipped slightly in 2017 but is expected to regain momentum through 2021. Ease of use is the top selling point for website choice when it comes to travel, more so than best price or brand. OTAs have invested big in technology to provide travelers a superior online experience, a factor that will continue to be even more important as the technology landscape keeps shifting and consumer behaviors evolve with it.