In a post- meta-search vs Online Travel Agents: The Three Main Differences and Why They Matter , I mentioned that one of the major differences between in OTA (transaction site) and a meta-search site (non-transaction site) is that the transactional sites try to build up a unique product set - inventory (or inventory combinations) that no one else has - Whereas the non-transactional meta-search company is focused on pointing to product that by definition is not unique as it is maintained by someone else.
A clear distinction that made it easier for customers and companies within the industry to know who was doing what and (in the case of companies) how to operate together.
However in late 2009 the distinction between the two categories began falling apart with non-transactional sites building unique product offerings.
Kevin May analyzed a new Tendent in online sales of tourism products.
While until recently a relatively clear separation between providers of travel tips, review sites, etc. one hand and the classical OTA was on the other hand, which is also expressed in the business models (advertising vs. sale), this border is disappearing.
Kevin leads here some examples of classical Nontransaction on sites built in the last few months sale items. And it is the heavyweights of the industry:
- Kayaking with Kayak Private Sale
- Tripadvisor TrpAdvisor Business Listings
- Total Travel in Australia.
This fusion of two previously separate business models was logical, but holds risks for all parties.
To date, the customer took the assessment and recommendation platform as relatively neutral, despite the constant talk about manipulation. If, however, is now attached to the recommendations and reviews of the sale, casting doubt on the neutrality will grow exponentially. We get a uniform product that does both (Recommendation and OTA) wants to be, but both can not represent faithfully. Instead the best of both worlds, the agreement on the lowest common denominator.
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