Travel distribution is broken. Providers offer divergent, often conflicting, technology to travelers, leaving them overwhelmed and confused. Travel providers are now coalescing around a few common solutions, but this isn’t nearly enough to remake the market.
Travelers remain frustrated and companies don’t derive the profits they could be seeing.
The market continues to exist in this fragmented manner because companies adopt defensive postures, rely on incremental thinking, and deploy divergent strategies. Added to this is the disconnect between the aspects of the travel journey customers most enjoy and those from which companies derive the most profits. Companies report travel shopping and time at the destination are most profitable, while travelers enjoy dreaming about and planning for their trips.
Clearly, the travel distribution market needs to see major improvements. Most travel-market experts agree. In fact, 51 percent of surveyed organizations expect travel distribution to…