"Do OTA's Have a future?"

"Google’s acquisition of ITA Software will create a new, easier way for users to find better flight information online, which should encourage more users to make their flight purchases online."

To understand how it will impact the OTA's, you can see the video under this message.

The article deals with the future of distribution on Airlines, Operators, Hotels and Agencies. If Google succeeds with his new ideas, it will surely affects website like Kayak, Expedia...

During the round table organised by IBM and SAS, the managers of several brands were discussing about this challenge!

So, How can we fix this future problem?

By implying more closely suppliers and consumers on new technologies.
Today, the relation between consumers and suppliers needs to be founded on trust. Suppliers may give to consumers an excellent online user experience.
They also have to give surely the best price and the best product on the market. And the client has to be sure of that. If not, you can give him a huge feeling of frustration unforgivable.
It's also a business where you need to listen people.

I am sure that OTA's will have difficulties to challenge Google. Loyalty program, discounts... are not enough today to rich this goal.
They have to build brand trust. They don't have to sell only a product, but a service!
It will make the difference between all these competitors.

http://www.hotelmarketing.com/index.php/content/article/do_otas_have_a_future/