What is the Online Travel Bookings industry?
The Online Travel Bookings industry exhibits moderate barriers to entry. Over the past five years, barriers to entry have increased due to the high and increasing levels of competition and market share concentration and high technological change. In particular, large, well-recognised industry firms such as Expedia and Booking.com have acquired several other online travel bookings providers over the past five years, to expand their market share and stave off rising competition from the online offerings of tourism product providers, such as airlines, and the expanding online presence of physical stores. These large players also have substantial advertising budgets, which allows them to increase their brand exposure and attract new customers. This is a substantial barrier for new entrants... purchase to read more