Online travel agents and the growing quest for personalization
While data and the correct usage of it offers arguably the biggest and best opportunity for OTAs to capture more customers, the vast majority stick with a few straightforward questions and a user’s shopping or browsing history to come up with an offer.
Over the past couple of years the travel technology industry has seen an explosion of online travel agents (OTAs); the vast majority claiming to be all things to all people.
It’s a trend that shows no signs of abating anytime soon.
Many of the market leaders have often very similar websites, in terms of look and feel, whilst also aggregating data and offering end users no discernible point of differentiation, or benefit to choosing one over another.