This article states some known facts that should be of interest also to DMOs. Travelers – especially boomers – are searching for destination content early on in the planning process. Why not offer them a compelling reason to purchase right there?
For online agencies the situation is crystal clear: offer added value and a superior one-stop shopping experience, or be further threatened by suppliers who increasingly sell the remaining components of the travel package right on their site as well.
Anyone can become an online travel agency and sell the entire trip right on their site! Welcome to an increasingly frictionless marketplace!