Online travel agencies hold an important position in the ecosystem of search and buying travel products on the web.
Yet they have unique challenges of their own, alongside an equal number of opportunities to try and take.
As the OTA market evolves, however, many are looking to emerging technology and other web-based techniques to maintain their relevancy and challenge their competitors.
These range from personalization, smarter use of recommendations and simply improving the user experience.
Couple these with developments elsewhere in the industry, such as NDC, give OTAs the chance to evolve at the same rate as their partners.
Francesca Benati, senior vice president for online travel agencies in Western Europe, Middle East and Africa at Amadeus, joined PhocusWire during Phocuswright Europe to explain more.
PhocusWire @ Phocuswright Europe 2019 - Partner Interview: Amadeus