Customer Engagement in Travel Industry: OTA’s vs. DIY Travels

The purpose of this study was to establish determinants that influence customer choices between do-it-yourself travel arrangements and travel agents. For technologically empowered customers, experience and co-creation play a significant role. The primary research has shown that safety, value/experience, savings, customization time & effort, control, trust, ease of use of internet tools, online payment mechanisms, information overload and accurate information are the main determinants of customer choices. Millennials are more willing to consider travel agents than older generations. To stay competitive, travel agents must fully include potential customers in the process of travel organization, and their offer must be personalized rather than standardized