ABSTRACT
Two important and interrelated trends within tourism have been the transformation of intermediaries and the explosion of growth in sales through online channels. Together, these trends have resulted in the emergence of powerful online intermediaries, known as online travel agencies (OTAs), which have become one of the predominant forces influencing the success of tourism businesses today. This chapter critically examines the role and development of intermediaries within tourism, critically analyzing their growth, decline and subsequent re-emergence as market makers holding massive sway over tourism suppliers, as well as assessing their corresponding implications for both the sector and consumers.
