Digital travel sales have grown dramatically and shaped a new travel ecosystem; with Online Travel Agents (OTAs), review sites, and metasearch sites working side-by-side with brick and mortar travel agents, GDSs, and direct suppliers. As this growth intensifies, the giants of search, social, and e-commerce, are also making their own moves on the market.
The winner in this dynamic is ultimately the consumer, but airlines gain from it too as they have more channels through which to offer their products and establish global brand recognition.
Skyscanner is at the center of this travel space. Acting as a facilitator, we aim to offer consumers transparency, trust and more choice. And we have developed features such as the multi-city search and month view to make it easier for travelers to find and book their optimal itineraries.
As the world’s leading travel distribution platform, we work with airlines and OTAs alike. And our position allows us to observe and respond to the needs of all stakeholders in the ever-evolving marketplace. It also helps us to gather insights into consumer habits, and market opportunities.
A particularly interesting insight gained recently, has been the apparent interdependence of OTAs and airlines within the travel ecosystem. In response, this white paper will look at the evolving role of OTAs as partners and enablers in the travel search and booking process.