Competition in the travel industry is high, and margins are low. And with the cost of travel continuously being driven down by low cost carriers, discounting and disruptive competitors such as Airbnb, online travel agents (OTAs) need to be adaptable and agile to stay at the top of their game.
What’s interesting is that price isn’t always king in consumer purchasing decisions. In fact, customer experience is the true differentiator. And the winners are those that can create, personalise and guide a traveller’s journey – providing a high-quality customer experience throughout.