Too Many Online Travel Start-Ups?


How many web travel startups make a bubble? We’re not sure, but it’s starting to look like one.

Yesterday Groople said it has raised $6 million led by ArrowPath Venture Partners and FA Technology Ventures for its group-targeted travel. Every week we get news of online travel companies raising money, adding social and community features, and trying to diversify their sites in a variety of ways. Online travel is a relatively low capital business, a lot of investors and startups figure: why not try it out!

With Americans spending $78 billion on online travel this year, it is hard not to think about getting a piece of the action by focusing on small niches or offering special services. And if one of them actually works, the big boys, such as Expedia, could buy them. Expedia certainly has the money – this morning the Bellevue, Wash-based company reported second quarter revenues of $598.5 million, up slightly from $555 million for the same period last year. (Net income is up $95.5 million versus $73.4 million.)

Still, the recent geopolitical turmoil, bomb-plot arrests in UK and heightened security is bound to have a negative impact on the travel business, even the online travel business. Will the bubble pop because of that? Paul Kedrosky calls the recent events’ air travel tipping point and so does Seth Godin.



As we are entering in travel 3.0 phase where the peers reviews on a destination or a hotel will matter, online travel agencies will have to realize and wake up to the fact that the opinion matters.Today we hear a lot about how has not returned money, when an air ticket has been cancelled or how a hotel reservation got sour.

Most of the OTAs have already realized the potential of a captive audience and how they can form an opinion using the power of captive audience, whether to use a particular website for ticket or holiday bookings or not? Makemytrip and Yatra has already launched their travel community portal called and There is another player, Holidayiq, which I guess has got some funding. Now, a new player which I came across is called On the lines of ok and raahi, this has got few interesting concepts like home stay, travel bazaar and travel news which I think will certainly be of value to people.

Jeremy Almodn

This blog and the above comments are a sounding reason why there are so many new players – the travel industry is badly broken. Nearly everybody in the industry is out to sell you something, and as mentioned many travelers don’t know whats going on (a good example being that people can’t tell the difference between an online travel agent such as Expedia and an airfare comparison engine such as Kayak). Add to that confusion, is the industry segmentation. If I’m going to travel somewhere, as a traveler, I might need to check an airfare comparison engine like kayak to lookup ticket prices, then check a hotel review site like tripadvisor to find out where to stay, then i might go to a comparison site like hotelscombined to compare pricing for that hotel, then I might go to yelp to lookup where to eat, and I might go to wikitravel to lookup travel guides, etc, etc. As a traveler trying to plan a trip and find information about where he’s going, that stuff is madness. The obvious result, is that bright people (and not so bright people) see an area that could use some innovation, and people are throwing whatever they can at it.

Does that make a bubble? Maybe. But just as in the 1st bubble, some big players will come out that will legitimately change the online travel platform, and thus the consumer will ultimately benefit.

But then again, maybe my perspective is skewed. I’m one of those guys who was backpacking around the world, and saw first hand how the travel industry needed a change- which ultimately became the catalyst for our “travel 2.0” startup – Travature. In the year that we’ve been bootstrapping our company I’ve observed a few surprising things:
1. The travel industry is largely all about backdeals and general shadiness, the consumer is rarely, if ever, put first. Probably the best example is our parnership negotiations for our airfare search engine. Airlines are blown away when we saw we don’t want money from them. We figure, hey its their content, we are just providing a service for consumers to find it in one place. Its not like Google charges people to be in their search engine… But surprisingly, this mentality is unheard of in the travel industry.
2. Many travel startups are founded by Joe Important Blow, previously from Expedia, Travelocity, or whatever. Obviously this attracts lots of VC interest because of their “strong management background” but my take is that if they were looking out for the suits and not the traveler at their previous large company, they probably have that ingrained in them at their new well hyped startup too.
3. As pointed out in the blog there is a huge amount of VC money being thrown around. I have mixed feelings about this, because I think a lot of that excess will go to leather chairs and fancy conference rooms, ala bubble 1.0. Obviously thats not going to benefit the traveler, and that sort of misses the whole point. On the otherhand despite Katie’s beliefs, a new innovative entry into the online travel space is NOT necessarily “low capital business”. I can attest to quotes we’ve received from potential technology partners and tell you metasearching is not cheap, and there are a lot of other areas in the travel platform that need a decent level of investment as well.

As for us, we will continue to quietly bootstrap, and build a platform with the traveler in mind. At this point we are at a very early level, but our mentality is that innovation in the travel space is a marathon, not a sprint, and we think thats the right longterm strategy because our longterm vision is focused on real travelers like us, not suits with big pocket books.

Jeremy Almond
Founder of


It’s astonishing that consumers know so little about the travel industry. This is precisely why the expedia’s, orbtiz, travelocity, and the like continue to get away with mediocrity. Btw, for those of you who care to know, cfare’s claim to exclusive consolidator fares is nothing but a myth. These fares are available to any online travel site that signs up with one of the many consolidators out there.


Mostly its because people know the name expedia but have no idea how to find the info elsewhere


Booking travel online is much more convenient and has become extremely easy for customers.

Philanthropic Travel Worldwide

“When it comes to actually booking an entire multi-component trip, it is still more convenient, however, to use an online travel agency and will remain so for quite some time.”

Especially if your intention is to experience private, luxury, philanthropic travel.

The Philanthropic Travel Foundation

Our mission is to connect people from around the world at the heart. Please join us at a humanitarian outreach program for a half-day of fulfilling and intense personal discovery next time you are enjoying the luxury of exotic travel. Our planning resources are free to travelers and non-profit organizations.


The term bubble doesn’t seem to apply to online travel startups. The time of the mega travel start-ups like Expedia and Travelocity – the only two truly huge – Orbitz was an airline backed venture at the start – seems to have past. In the last few years traditional travel companies, especially in Europe have entered the online market and compete strongly with them. What many people consider travel start-ups, like Kayaka, FareChase, Mobissimo and the like, are not really travel companies but advertising revenue based meta search outfits. So, to speak of a bubble in online travel is not appropriate. The shift to supplier’s own websites is quite strong, especially for brand loyal travelers and the meta-searchers have made it a lot easier to track the prices of these suppliers. When it comes to actually booking an entire multi-component trip, it is still more convenient, however, to use an online travel agency and will remain so for quite some time.


In regards to the comment above about Expedia’s customer service being so terrible, often times it’s not so much Expedia causing the grief as it is the hotel (in the case of a hotel booking, I can’t speak for air and car). I manage the relationship with Expedia for our company and in virtually every instance there is an issue with a guest either myself or a member of my staff is contacted in an effort to make the situation “right” in the eyes of the guest.

This may not be the case for all of Expedia’s hotel partners simply because the market is huge, and many of them don’t take the time to foster a strong relationship with this client. However the value of such a relationship is evidenced to me each and every time I’m given the opportunity to make up where I fell short in the eyes of my guests.

Allan Simpson

It might not be a bubble yet, but it’s certainly an attractive market. I run one of these startups – we started because we saw an opportunity caused by the sheer size of the main players in the market and what they’re doing to their customers (hoteliers and buying public alike). Let me give you some examples:
Most agency websites limit the way in which hoteliers can sell themselves – making it almost impossible to differentiate your hotel business on the web. This can mean that the hotels don’t even try (we found one the other day with an opening line on their advert, “rooms have carpets”). The standard of marketing and copywriting is usually extremely poor on these sites.

Just this week, you have a situation where one of the biggest online businesses (Ebay) has upset many of its’ vendor members with dramatic increases in fees. Coming shortly after their announcement that they are to enter the travel business, you’re left wondering what they’re playing at?

What each of these operators is doing is playing into the hands of smaller, more nimble, eager-to-please websites – just like ours. We don’t want all of the market, we just want the bit that makes us money while we trade and keep our customers coming back for more – and we’re prepared to work for it!


Like FareCast, new online travel upstart, cFares ( ) has introduced some compelling features that are pushing the envelope to help consumers get even better deals than even the newere metasearch sites can offer. cFares is the only online travel site with exclusive relationships in place with access to $20 billion of wholesaler/consolidator inventory that is not available anywhere else online. cFares also has a Priceline killer service that takes a consumer’s target price for a bargain airfare and then acts as a virtual agent to continuously search online for that fare and any lower ones, until it is found. The automated service then reserves the fare for 24 hours, and circles back to inform the consumer of all the details in advance. Consumers still get the final word on whether they wish to proceed with a purchase or not. This service beats having to purchase tickets blindly with sites like Priceline and Hotwire.

John Thacker

I still don’t know why people don’t use the airline’s own web site and a hotel corporate site.

Mostly because people don’t want to query the website of each individual airline separately. Also, at various times the individual airlines have had absolutely awful user interfaces, even worse than the big comparison sites.


I’ve found Lastminute to be the best of the lot for booking hotels, and Webjet/Zuji here in the land of Oz for domestic and Intl. flights.

The online travel startup that really excites me is Farecast, which doesn’t get as much coverage as I expect it would. It’s only in beta, but if it all works out it could be genuinely disruptive. Airlines would have to come up with a better pricing model to beat it.



One reason people don’t use the airline is because they don’t market. If you watch TV, you mainly see ads by online travel agencies, not airlines. For instance EXPEDIA spends a lot of money (I think 170 millions dollars this year ) in advertising. With that money of course they can be very popular and “silence” bad reports. Another thing I found is that the media (with few exceptions) has no interest in investigating these companies (thus, few people are aware how bad these companies are). For instance, the WooGO case, (read the story here: , actually there is an interestign video by Atlanta Fox News) was a hotel scam in which the names EXPEDIA, and Orbitz were mentioned but you can hardly find now in the internet any news about that .
Travel forums are also marketing tools for online travel agencies not airlines. They make money by advertising online travel agencies and they prefer to ignore “very bad” reviews on online travel agencies.

Nick Hawkins

I still don’t know why people don’t use the airline’s own web site and a hotel corporate site. I’ve put on 500,000 airline miles in the last 4 years and use Expedia ONLY for querying hotels. Then I buy directly from the hotel itself so I don’t have to worry about getting a non-smoking room.


Somethingis wrong with travelers. It is amazing how a company that has really bad reputation (EXPEDIA) is still operational. EXPEDIA is listed in the top ripoff link at the bad business bureau ( )
and has two “dedicated” websites due to poor customer support and lies: (read some lies here) and
Maybe the key is that they expanding worlwide and there are a lot of people that don’t know how bad this company is.

Chris Lake

You could have a million travel startups and it still wouldn’t be a bubble. A bubble isn’t driven by startups but by smart/idiot financiers in VC firms and investment banks. Not by startups, especially not ones entering a $78bn market.

If investors spend $100m on these companies and one of them sells to Expedia, or IPOs, or some offline travel behemoth acquires it for $500m then overall that $100m has been a sound investment, even if 9 out of 10 of those startups ultimately dies.

Of course no VC can hedge their bets across the entire startup market, but it suggests that there is value there – the skill is in choosing where the value lies. Startups do not need to worry about this stuff, just to focus on a) the user experience and b) a solid business plan.

I think we all need to quit talking about the Second Tech Bubble. The mechanics of today’s internet marketplace is entirely different to 1998-2000, as that ‘Americans will spend $78bn on online travel’ proves.

Wikipedia’s definition of a bubble (*keyword: ‘speculation’):

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