Slowly and imperceptibly at first, but gradually picking momentum up, the pendulum is starting to swing in the $10.3 billion Indian online travel market.
Away from hyper-funded online travel agents (OTAs) and hotel aggregators, which are still fighting between themselves with venture money. Money that is used to get customers online, woo them with endless discounts and offers and keep them coming back.
Towards a new set of players till now seen as slow and flat-footed: the airlines and hotels themselves.
From suppliers to competitors
The balance of power is slowly shifting towards the original suppliers.