Multi-Channel Distribution: Focus on Online Travel Agencies in Europe

Online travel agencies in Europe are increasingly experiencing competitive pressure from other online players such as search engines, metasearch sites, and traditional tour operators going online. In particular, the boundaries between online travel agencies and tour operators going online are blurring as tour operators fight back with their own versions of dynamic packaging, price comparison tools and consumer reviews. Dynamic packaging will gain further significance as a differentiator among online travel agencies, tour operators and LCCs.

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