In the past, the focus of using the internet to plan travel used to be all about booking. Now, it has transitioned to a shop, look, book perspective, resulting in a much more sophisticated online travel experience.
Travel shoppers use online travel agencies (OTAs) more for research and comparison than booking. Although OTA market share is small, hotel listings on OTAs influence a much larger share of transactions.
Opaque bidding mechanisms are particularly attractive to value-seeking, non-brand loyal consumers who want 4 and 4 ½ star accommodations but don’t want to pay retail rates.