The online travel industry is booming. In 2016, global online travel sales reached $565 billion, and projections suggest this figure will grow to $820 billion by 2020 (eMarketer). Yet, despite this massive market, a handful of giants dominate the space. In Europe alone, Expedia and Booking.com accounted for 80% of all hotel bookings last year. Meanwhile, Airbnb continues to disrupt the industry, challenging traditional hotels and vacation rentals.

These industry titans are reshaping travel much like Amazon transformed retail—centralizing control and redefining customer expectations. But while their scale gives them reach, it also leaves gaps that smaller, more agile businesses can exploit.

The Big Players’ Blind Spot: Personalization

One key weakness of large OTAs (Online Travel Agencies) is their lack of personalized service. With millions of customers, they rely on automation and standardization, often treating travelers as just another booking number. This is where smaller travel businesses can shine.

How to Stand Out in a Crowded Market

Offer Hyper-Personalized Experiences

• Use customer data to tailor recommendations.
• Remember repeat guests’ preferences (room type, activities, dining choices).
• Send personalized post-booking emails with local tips.

Leverage Local Expertise

• Big OTAs can’t match your insider knowledge. Highlight unique, off-the-beaten-path experiences.
• Partner with local businesses for exclusive deals.

Build Direct Relationships

• Encourage direct bookings with loyalty programs or special perks.
• Engage on social media—respond quickly and authentically.

Focus on Niche Markets

• Cater to specific traveler types (adventure seekers, luxury travelers, digital nomads).
• Create packages that OTAs can’t easily replicate.

Enhance Customer Service

• Provide 24/7 support via chat or WhatsApp.
• Go above and beyond with small gestures (welcome notes, surprise upgrades).

Optimize for Mobile & Voice Search

• Many travelers book on the go—ensure your site is mobile-friendly.
• Optimize for voice search queries like “best boutique hotels in [city].”

Use Content Marketing to Attract Travelers

• Publish blogs, videos, and guides showcasing your expertise.
• Share user-generated content to build trust.

The Bottom Line

While Expedia, Booking.com, and Airbnb dominate in scale, they often fall short in personal touch. Smaller travel businesses can compete—and win—by delivering exceptional, tailored experiences that the giants simply can’t match.

What’s your strategy for standing out in the online travel market? Share your thoughts in the comments!

Source: Eye for Travel