THE ONLINE TRAVEL MARKET
There are four major sectors in the travel market airline tickets hotel reservations car rentals,and travel packages. Airline tickets are the source of the greatest amount of revenue in online travel. Airline reservations are largely a commodity. They can be easily described over the Web. The same is true with car rentals; most people can reliably rent a car over the phone or the Web and expect to obtain what they ordered. Although hotels are somewhat more difficult to describe, hotel branding, supplemented by Web sites that include descriptions, photographs, and virtual tours, typically provides enough information to most consumers to allow them to feel as if they know what they are purchasing,