let’s remember, in many cases today, the air fare has become a less expensive component of the entire trip. This leaves the vast market of accommodation and ground transportation (car rental, rail) as the next challenge. Transparency there will be harder to come by as there are, first of all many more suppliers with that many more pricing policies and structures to analyze. It will be interesting to follow the technology developments here. Kayak for one has already entered that field and I’m sure others will follow.
These are all the more reasons for the online travel agencies to move away from price focus onto added value services, brand trust and reliability.