Getting the product out to consumers in the most effective and economic manner has been the holy grail for any vertical and travel is not an exception to this industrial objective. Technology has become virtually ubiquitous to any strategy concerning distribution.

Here again the travel industry has commendably adapted. Rising from the traditional model which had ticketing agents at its centre, the industry has seen the evolution of a number of channels in both the brick and mortar space and the virtual world of the Internet. This phenomenon has neatly paralleled the emergence of serial revolutions in the travel space such as the low-cost carrier and budget hotel boom, ballooning corporate travel spend and the spread of mass tourism culture to developing countries that unlocked unprecedented demand. In a way, the sophistication of travel distribution worldwide as well as in India has been dictated by the above.

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