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The Ancillaries Challenge in Online Travel Booking

Consumers increasingly want to coordinate all of their travel needs online and in one place, including trip-related products and services (ancillaries).

Currently a small share of airline and hotel revenues, ancillaries could reach US$180 billion globally by 2020. It’s an enticing future market that traditional travel suppliers are not doing nearly enough to win. Airlines and hotels will need to improve their direct channel offerings and enhance their appeal to customers – or risk becoming commodity suppliers to better integrated online travel agencies.

The Customer Booking Journey: Example Ancillary Engagement Opportunities

The Ancillaries Challenge in Online Travel Booking


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