In the tourism marketing sector, the acronym OTA is commonly used to refer to “Online Travel Agencies” that primarily offer travel services provided by third parties. Popular players include platforms such as Booking.com, Hotels.com, Expedia, and others. These platforms play a crucial role as paid intermediaries in the hotel and airline industries. In 2018, OTAs accounted for 71% of hotel bookings, according to a survey conducted by D-Edge, with the Booking.com group alone capturing 68% of the OTA market share, representing nearly half of the total market. Here is a list of OTAs identified by a tool:
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Return to the glossary index