is how we defined the process every traveler goes through prior to a vacation back in 1999 when we built MySwitzerland.com, one of the first national destination websites. It was also the philosophy behind the idea of EuroVacations.com the RailEurope Group dynamic packaging online tour operation venture in 2000. Reading that Travelocity to focus on dreaming and planning aspect of travel tells me that the mainstream OTAs who until recently have almost exclusively been focused on offering the lowest price for airline tickets and hotels are now shifting rapidly to an added value proposition. It is only logical that this would happen. If combined with innovative technology that allows customers to self-design their entire trip, this will move the travel market further online and counter the recently alleged slide in the number of travelers booking online. It’s all about relevancy and value add. Simple, but not easily achieved.