Hotels, airlines, cruise lines beat back dominance of OTAs
Hotels, airlines, cruise lines and other travel suppliers are winning more control over online sales, a new study says – beating back the earlier dominance of online travel agencies. Supplier websites will account for 66% of online bookings in the US in 2014, up from 61% in 2010, the 2012 edition of PhoCusWright’s annual US Online Travel Overview writes. OTAs’ share of online travel will decline.
Among airlines, carrier websites now attract three-quarters of online ticket sales, since it is easier for clients to arrange and buy ancillary services such as onboard meals and preferred seating than it is to do this through OTAs. Cruise lines will control 59% of online sales by 2014, a significant change on previous years. Hotels’ fight for online bookings is a little more gradual, increasing from 55% in 2010 to a forecast 59% in 2014.
[pictured: Students in Sweden; photo by Sofia Sabel/imagebank.sweden.se]