The key driver in using OTAs - namely, “to see all accommodation options” - reveals a vulnerability that OTAs have to other services which offer accommodation search features. The most obvious example of this is Google, which has been encroaching on OTAs for some time.

It seems ironic that the most important reason to use OTAs, cited by more than half of customers, could be the reason why they might lose travellers to new platforms and technology in years to come. As a consequence, there appears to be a serious risk of potential customers being intercepted before reaching OTA services, by Google or perhaps the return of Amazon to the travel space.

Related: OTAs point their business beyond hotels