Modern trends of OTA market functioning (online travel agency)

This article analyzes the current trends in the functioning of the OTA (Online Travel Agency) market. The relationship of the introduction of modern information technology solutions with the development of the service and brand of a tourist enterprise is determined. It is concluded that in the tourism market in general and the online market in particular, there is very fierce competition with a high financial threshold for entry. It is noted that at present, it is necessary to implement and develop dozens of online distribution options, each with its own business processes and rules. The fact is revealed that the digital revolution penetrates into all its spheres, bringing with it important changes. It is predicted that in the conditions of a saturated tourist market, where the leading OTAs occupy a large part of it, their further growth becomes more and more difficult. This leads to the merger of the two business models and the emergence of mega online travel agents. OTA opens up additional opportunities for monetizing traffic and buying advertising channels. In the near future, a mixture of these two models and the emergence of digital tour operators will appear that offer their tourists the perfect combination of physical, digital and personal experience in choosing and buying tours.