According to the latest Travelport research, 64% of travelers who have researched a trip with an OTA, but did not go on to book, say they prefer to book with suppliers (e.g. airlines, hotels, car rental companies). So where are OTAs going wrong?

For OTAs to optimize conversions, they must shift their focus from ‘getting the booking’ to looking at the entire traveler journey: inspiration, shopping, booking, pre-trip, in-trip, and post-trip.