At 5%-6% a year, online growth is still outpacing growth elsewhere, but it is slowing. “The boundaries between digital search and online and offline agencies are increasingly blurred. The challenges now are quite different even to three or four years ago,” says Francesca Benati, Amadeus executive vice-president for online Western Europe, Middle East and Africa. “The first challenge is to gain and retain customer loyalty. There are several strands to loyalty - relevance, brand, customer experience and technology. The experience needs to be seamless and instantaneous because patience is not a feature pf today’s traveller." Get the full story at Travolution