Big Data in Online Travel Agencies and Its Application Through Electronic Devices
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The aim of this chapter is to shed light on the present and future of big data in OTAs with regard to the particular electronic device where the website or app is displayed. Use of big data is strategic for OTAs as it could allow these companies to gain a competitive advantage and reduce their costs. The results from the empirical research carried out specifically for this chapter reveal that OTAs use big data extensively throughout the entire customer experience. Nevertheless, untapped potential remains which could be exploited to derive further competitive advantage. The main differences created by using different electronic devices is the quantity of information displayed due to the reduced size of the screens. Smartphones can provide OTAs another important difference through the use of GPS and highly accurate tracking technologies that enable these companies to obtain accurate information about what their customers do during a stay in a destination, so that these companies can offer a more customized service. Finally, OTAs should consider big data as a mindset which affects the whole company and its organizational structure, and not only as information and its associated technology.
KeywordsOTAs Electronic devices Big data Customer experience Smartphones
I would like to thank Laura Rafel, Àlex Espinet and Gethyn Rees for their help in this chapter.
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