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Improved Search
Effective search is key to the Online Travel Agencies offering, so it is no surprise to see that 72% of survey respondents are investing in enhanced search technology today. A further 22% plan to do so soon.
The top drivers for OTAs to improve search technology are:
%
Improved bookability
%
Improved conversion
%
Improved findability
%
To combine full-service and low-cost airline route options
With this aspiration in mind, the top challenge for Online Travel Agencies seeking to improve search are the limitations of airline systems to handle massive polling requests (46%). This suggests enhanced collaboration will be required, while the ‘complexity of the work’ (42%) and ‘competing priorities’ (35%) were also highlighted as areas of concern.
Some 59% of Online Travel Agency respondents said they were currently building their own search technology. However, only 17% are currently planning to do so without the support of a travel technology supplier.
Most of the Online Travel Agencies building their own search capability will do so with a supplier (43% of all respondents), while 41% said they will use off-the-shelf search technology (usually, with various levels of customization). Finally, only 6% plan to use off-the-shelf technology without any customization, with 15% opting for moderate customization and 20% significant customization.
“Online Travel Agencies point to the limitations of airline technology supporting massive query requests.”
Bénédicte Isnardon
Associate Director, Search & Inspire, Product Marketing Management, Amadeus
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