Expedia is playing catchup now that Priceline has overtaken its #1 position in the OTA sales category. They did that by being more relevant and That is what E is now figuring out. In reality OTA do a an ok job at putting options in from of travel shoppers. But we found that giving them more interesting ways to search and compare as in Visual Bookings Technology increased interactivity and engagement 300%. Click Here for More on VBT >>
There is a lot that OTAS need to do to be more relevant and the huge resources of information now available about places, people and things (big data) is an obvious move. But, travelers are dreamers and tourism suppliers have to learn to appeal to emotions and human interest far more that they currently do.