Skift Take
For all the hype the online travel world generates every time a new acquisition is announced it hasn't made the travel booking process as simple and transparent as it could be in some cases. We'll see if new entrants can help move this cause along in 2016.
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Online travel is poised to experience interesting, if not big, changes this year.
A year ago the thought of TripAdvisor as an online booking threat wasn't taken as seriously as it is now. But more consolidation in online travel doesn't imply choices will become easier to understand or delineate. This week's five startups represent thematic shifts already happening or fast approaching the online travel agency space and consider how booking behavior has
