Travel Megatrends 2019: Online Travel Agencies Scurry for Salvation Beyond Hotels
Online travel agencies will be around a decade from now, but food, activities, and rides will be a lot more important to them and their customers. The saplings of this future growth are already visible in 2019.
The online travel agency future is wide open. Although it has more to do with marketing and business models than products, just consider that Booking Holdings over the last year and a half reversed long-standing practices and leaned into brand advertising instead of paid ads on search engines, and accelerated its use of the prepay merchant model over its mainstay pay-at-the-hotel agency model.
So anything can happen.