A Service Renaissance in Online Travel

Some OTAs have already started to invest in this new reality. For example, Reservations.com has doubled down on its commitment to service by providing its customers with 24/7 access to human powered sales and support. Its CEO Yatin Patel explained the strategy, “We are investing heavily in customer experience. That is where all competition in the travel space is heading. We want to offer our most valued customers personalized advice by pairing them with a travel advisory team that is aided by the latest advances in AI. We want to provide our customers with smart value; we view this as distinctly different and more sustainable than being the lowest cost provider in the market.”