Europe's travel business will reach the long-awaited tipping point within a few years of more business being booked online than offline.
This has implications in many ways across the sector, not least in the mindset and strategy of companies that provide a broad of services to the industry.
Amadeus is one such brand that is giving online travel a particular focus, channelled through its Web Services platform.
In this interview at Phocuswright Europe 2018, Lutz Vorneweg, Amadeus's director for central, eastern and southern Europe, talks to PhocusWire's Kevin May about the changes the company is noticing in the world of online travel agencies.
He also discusses some of the broader trends that are having an impact on the sector.