Because much of what travel agency sites offer is a commodity, and thus they face the same costs,competition among online providers is intense. Price competition is difficult because shoppers,as well as online site managers,can comparison shop easily. Therefore,competition among sites tends to focus on scope of offerings,ease of use,payment options, and personalization . Some well-known travel sites are listed in Tuble 11.7. The online travel services industry has gone through a period of consolidation with