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We surveyed 1,253 travel technology decision makers from 10 countries about their technology investment plans and drivers for 2024 and beyond.
UK
France
Germany
UAE
USA
Mexico
Brazil
India
China
South Korea
Here’s what we discovered:
Of the Online Travel Agencies we asked:
are planning at least moderate
technology investment in their
business in 2024.
are planning to invest more than
they did in the previous year.
But what are the
main drivers of
investment?
Top investment drivers
59%
Improving the
user experience
58%
Innovating the
business
57%
Improving
sustainability
54%
Improving
profit margins
53%
Growing
revenue
What challenges are Online Travel Agencies trying to solve?
Accessing the
right information to
help travelers make
sustainable choices
Providing a full end-to-end trip to customers
Better serving the traveler
Driving cost-efficient
traffic to their site
Improving productivity
And short-term, which technologies are Online
Travel Agencies looking to invest in?
%
Data
analytics
%
Machine
learning
%
Generative artificial intelligence
%
Digital
payments
%
Self-service
technology
Online Travel Agencies are also looking to implement:
%
APIs to connect to multiple
content sources more easily
%
Improvements to mid- and
back-office systems
%
API aggregation
%
Conversational search
%
Robotics for back-office
efficiency
Growing competition has changed the travel industry in unprecedented ways.
Download the Travel Technology Investment Trends 2024
Online Travel Agencies
report to discover:
-
Why search technology is a priority
for Online Travel Agencies -
How Online Travel Agencies are
preparing for NDC -
Why it is important for Online Travel Agencies
to effectively merchandise airline products -
How Online Travel Agencies plan to meet
their sustainability objectives
