In other words, when are the transaction-focused online travel agencies, Priceline and Expedia, going to integrate cost-per-click-based Kayak and Trivago into the OTAs’ respective flight or hotel search results?
There is a strong argument to be made that such a hybridization of the booking sites, turning them into a blend of transactions and metasearch advertising, makes a lot of sense financially and from the perspective of providing a much better and more comprehensive customer experience than is the norm today.
As one advertising wonk puts it, this could be the ultimate loyalty play in online/mobile travel.
Read full story at: http://skift.com/2013/09/19/after-big-mergers-when-will-priceline-and-expedia-take-the-next-big-steps/