As the travel sector continues to grow, consumers continue to rely on the choice, competition and transparency provided by Travel Tech member independent distributors. Consumers demand and deserve to be able to see all of their options and choose the itinerary that best works for them. Without Travel Tech's members, consumers would be left to figure it out on their own, visit dozens of supplier websites, manually keep track and make sense of the offerings and attempt to make an informed choice.
Further, consumers often find travel options that they never heard of or didn't know existed thanks to Travel Tech's members. For example, a consumer may find that an independent hotel, not affiliated with major hotel brand, is just right for them. Without Travel Tech's members, the consumer would never have known about that property. And those independent hotels benefit tremendously from being listed on OTA sites. Cornell University's famous Billboard Effect Study still applies: hotels see an increase of up to 26% in direct bookings, just by being listed on OTA platforms.
When travelers are empowered to see all of their options in one place, effectively comparison shop and force suppliers to compete for their business on both price and service, they win. Travel Tech's members reside at the heart of comparison shopping. Despite some airlines' and major hotel chains' best efforts to convince consumers to stop shopping for travel, consumers aren't buying it. Consumers want the ability to search, compare and book in a convenient platform and that's what Travel Tech's members provide.