In the global online travel market, online travel agencies definitely play second fiddle to supplier websites. Yet growth-seeking OTAs need not despair: as individual online travel markets mature, so does the online travel share booked via intermediaries, according to PhoCusWright's Global Online Travel Overview Second Edition. Bookings via online travel agencies comprise just 37% of global online travel sales, versus 63% for suppliers. The channel mix is not expected to change through 2010, although supplier websites, which represented two thirds of the global market in 2008, lost share during the global recession. Online travel agency share is highest in the two largest online travel regions – the U.S. (41%) and Europe (37%). In contrast, younger, emerging travel markets tend to be more supplier-centric, with supplier-direct air bookings often dominating the online channel. OTAs represent less than 30% of online sales in the Asia Pacific and Latin American regions. "Online travel agencies tend to benefit from high fragmentation and strong competition among travel suppliers," says Lorraine Sileo, vice president, research. "India is a great example. With a high number of brands competing in the domestic and international markets, New Delhi's MakeMyTrip had one of the most successful IPOs of 2010." Get the full story at PhoCusWright