This is the advice of Amadeus to OTAs in its latest report on the future of online travel, stressing the need for them to embrace merchandising, reinvent retail flow and form strategic partnerships to stay relevant. This is because the APAC online travel markets are no longer “isolated ecosystems” although “diverse in their opportunities and challenges”.

OTAs must also heed that consolidation is on the rise. Big agencies have become mega brands and are acquiring smaller travel agencies to expand their product offerings and customer base. At the same time, local brands are defeating “the giants” through innovative solutions that focus on niche products or services that deliver unique travel experiences.