Online Travel Agencies Need To Reinvent Themselves To Fend Off Rising Costs And Google – Forbes

Online travel agencies (OTAs) are the original digital disruptors – first-generation internet businesses that identified an unmet customer need and created digital destinations that became the first stop for prospective travelers. Yet the very thing that gave rise to OTAs – the ability to aggregate digitized data to create economical, do-it-yourself travel planning – now threatens to be their undoing.