An OTA, or Online Travel Agency, is a digital platform or business that facilitates bookings of travel products, such as accommodation, flights, car rental, tours & experiences. OTA’s serve as intermediaries between travellers and service providers (hotels, airlines and tour operators etc) offering a one-stop-shop for planning and booking trips.
In the more traditional segments of the travel industry, the term OTA is often used to describe globally recognised brands such as Viator, GetYourGuide, Expedia, Booking.com, and Trip.com.
However, the term also encompasses smaller, niche, and regional online travel agents that cater to specific audiences, travel destinations or particular types of travel.