Losing Market Share: Travel Providers Challenge

The travel industry is highly competitive, making it difficult for brands to stand out alongside a wide array of other travel providers. For many travel companies, losing market share is one of the biggest ongoing challenges. 

There are a number of steps that travel companies can take in order to prevent the loss of market share. Read on to find out the current market dynamics that can lead to loss of market share and what your brand can do to prevent it. 

Understanding the Market Dynamics

Before addressing the challenges, it is crucial to comprehend the factors that contribute to the loss of market share in the travel industry.

  • Evolving Consumer Expectations

Today’s travellers have higher expectations than ever before. Today, travel is not only about the trip itself; customers expect this high level of quality throughout the entire journey, from the research and planning phase to post-trip. They seek personalised experiences, flexibility, and convenience in their travel arrangements. It is essential that travel providers adapt to these changing preferences to remain relevant.

  • Price Sensitivity

Consumers are increasingly price-sensitive when booking travel, and current concerns, such as rising inflation rates, exacerbate this issue. Today’s travellers are highly savvy, and actively compare prices across various platforms in order to find the best possible offer. Recent research shows that consumers are still prioritising travel despite the rise in prices, however, they are likely to be much more demanding in terms of which travel providers they choose to book their trip with. 

  • Emerging Technologies

Technological advancements such as online booking platforms, AI-driven chatbots, and virtual reality experiences, have reshaped the way travellers plan and book their trips. Innovative technology is set to be the driving force of the travel industry going forward, and providers must invest in these technologies now in order to remain competitive. 

Challenges Faced by Travel Providers

Given the current market dynamics, travel providers encounter several significant challenges:

  • Stiff Competition

With numerous providers offering similar services, the competition is intense. Standing out in a crowded marketplace is a constant challenge. Furthermore, it can be difficult for smaller brands to compete against big industry players that take up large percentages of market share. 

  • Pricing Pressures

Price wars are common in the travel industry, leading to reduced profit margins. Travel providers must find ways to offer competitive prices and increase revenue while still offering the high levels of service and quality that are essential for today’s travellers. 

  • Brand Loyalty Erosion

As travellers frequently switch between providers to find the best deals, building and maintaining brand loyalty becomes increasingly challenging. Travel providers should seek solutions that help to build brand loyalty, ultimately preventing the loss of market share. 

  • Crisis Management

Unforeseen events, such as natural disasters or global health crises, can disrupt the travel industry and lead to significant revenue losses. As we witnessed with the Covid pandemic, the travel industry was unprepared for these types of crises. 

Strategies to Stay Competitive

To address these challenges and prevent the loss of market share, travel providers should consider the following strategies:

  1. Embrace Technology

Invest in innovative technologies to enhance the booking process, offer personalised experiences, and streamline operations. Technology can assist with countless aspects of the travel experience, such as planning and booking, customer service, and marketing, as well as in-trip solutions like contactless check-ins and recommendations. 

Software like Nezasa’s TripBuilder can simplify the entire travel planning and booking process. Our innovative online booking system offers an efficient and easy to use solution that allows travel brands to create personalised and end-to-end itineraries. Find out more here.

  1. Offer Value

Despite the rising cost of living, consumers are still prioritising travel. However, brands must offer value throughout the travel experience in order to prevent market share loss. Skift explains the importance of the connected trip, meaning that brands must offer this level of value and service throughout the entire customer journey.

Value can also come in the form of convenience. A recent report by Deloitte found that travellers are willing to compromise on the destination itself in order to save money, but are willing to pay more for convenience and in-destination experiences. 

  1. Data-Driven Insights

One of the key ways to prevent market share loss is to focus on developing an optimised marketing strategy that utilises data-driven insights. Brands can use data analytics and AI to gain insights into consumer preferences and behaviour. This data can inform your marketing and pricing strategies, allowing you to target your potential customers more effectively, keep up with real-time demand, and make more informed decisions. 

  1. Enhance Customer Service

Delivering exceptional customer service is essential to preventing market share loss and can lead to increased brand loyalty. A key aspect of customer service is personalisation; today, it is imperative for travel providers to offer highly personalised experiences throughout the entire booking and travel experience. Technology such as AI-based customer service chatbots can assist with customer service, allowing brands to provide assistance in real-time. 

  1. Diversify Offerings

The travel industry is moving away from a one-size-fits-all approach and towards personalised and unique travel experiences. Offering customisable itineraries according to travellers’ specific needs is one way to prevent market share loss. Expand your range of services to cater to different traveller segments. Consider offering options for sustainable itineraries or unique travel experiences. 

  1. Adapt to Market Conditions

Looking forward, travel brands must be proactive and constantly analyse the current market conditions that they are operating in. As the travel industry is highly dynamic, companies should adapt to these changing market conditions and customer behaviour. It is also important to stay agile and be prepared to pivot during times of crisis and develop contingency plans to address unforeseen challenges.


The travel industry is fiercely competitive, and losing market share is a significant concern for travel providers. However, by understanding the evolving market dynamics, recognising the challenges, and implementing strategic initiatives, travel providers can not only retain their market share but also thrive in this ever-changing landscape. Adaptation, innovation, and a customer-centric approach are key to success in the travel industry.

Posted By

Ellen Ross