In the battle for share of travel bookings, OTAs remain strong contenders but there is no room for complacency, writes Ritesh Gupta Year after year there is talk of supplier brand websites and travel meta-search engines posing a stronger challenge than ever to online travel agencies (OTAs). But OTAs, especially the established ones, still have an edge in this competitive game. Even suppliers have to acknowledge this. “Although renewed interest in meta-search, social media and more accessible technology provide great opportunity to tilt balance, the OTAs still wield disproportionate power in the overall distribution landscape. Bigger chains and groups are more successful and wresting some control back but they represent relatively smaller numbers from the whole,” says Chetan Patel, VP, Strategic Marketing & E-Commerce, Onyx Hospitality Group. In an interview with Todd Henrich, SVP, Corporate Development at Priceline.com, he acknowledged relatively big OTAs’ strengths but also mentioned that there is no room for complacency. “Our plate is full just keeping up with the current trends: more internet penetration around the world, more mobile commerce, more interactivity in the area of social media,” he says, pointing a number of trends. Get the full story at EyeForTravel Read also "Hotels taking greater effort in ‘owning the stay’"