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As the travel industry evolves, it’s important to know what today’s travelers - who are clearly in the driver’s seat - are looking for when it comes to what, where, when and how they want to interact with travel brands online.
To have an edge and ensure relevance in a crowded market, digital travel providers should ask themselves questions such as:

• How can OTAs encourage traveler reviews through offering deals and in turn build further rapport with a wider audience?
• What pathways can we put in place to offer personalized offers?
• Do we have the tools or partnerships in place to offer more payment options for travelers?

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