The trend suggests that the OTA sector is becoming a big player in the merchandising market, according to Amadeus. The move is being driven by Expedia, eDreams ODIGEO, Fareportal/CheapOair, Logitravel, Voyage Prive and Tripsta. Amadeus merchandising and personalistion associate director, Pedro Espin, said the change was being fuelled by customer demand, prompting a “significant number” of airlines to made ancillary content available in the GDS. “Online travel agencies constantly need to improve their user experience to stay competitive. If I want to book a window seat or bring one extra bag, and an OTA does not give me that option, I can find another travel vendor in just a few clicks,” Espin added. “The selling of merchandising is the first step that OTAs are taking in offering travellers great personalisation in their air bookings. This trend will benefit everyone - travellers, OTAs and airlines.” Get the full story at Travolution