ABSTRACT
This chapter examines the impact of IT on marketing strategies of online travel agencies in India. In the previous 5 years, travel and tourism industry of India has selected technologies, modern trends, and marketing strategies and given an advanced dimension to this sector. In recent time, due to the advancement of the Internet technology and favorable conditions in India, online travel portal has become very alluring and suitable. IT has a subtle impact on the industry of travel and tourism. This sector of travel and tourism has always been one of the most critical ones for the financial system as it is not only contribute to GDP and the Forex Reserve of the country, but also produce the employment. Marketing strategies of Online Travel Agencies include all the activities in the field of marketing which directly deal with the analysis of the initial strategic situation of a company and the formation,
294evaluation, and selection of market-centered strategies and contribute to the aims of the company and its marketing objectives. This paper dwells on the present marketing strategies scenario of OTAs in India. The authors have given some recommendations for better integration of Marketing Strategies and use of Information Technology to flourish Online Travel business.
