Distribution & selling · Trade
Online travel agency (OTA)
Also called OTA, online travel site
The short answerA website or app that sells travel from many companies, such as flights, hotels and rental cars, in one place.
What it means
An online travel agency is a travel retailer that sells products from many suppliers through its own site or app. For car rental, an OTA either connects to rental companies directly or buys through a broker or wholesaler, then shows the results side by side. Not to be confused with the OpenTravel (OTA) messaging standard, which shares the same three letters.
Why it matters
OTAs are where many travelers start comparing prices, so they shape what people expect a rental to cost. For rental companies, they're a large channel with their own commission or net-rate terms.
Related terms
- BrokerA company that sells rentals from many rental companies but doesn't own the cars; the rental itself is with the company at the counter.
- CommissionA percentage of the rental price paid to the agent or partner who made the sale.
Also related Metasearch, OpenTravel standard, Distribution mix, Direct booking