The OTA wars are heating up: just weeks after Expedia released three smart new features, Orbitz has one upped with their cutting-edge Orbitz Labs, meant to give travelers a whole new level of transparency when booking their flights and hotels. Think of Orbitz Labs not as one tool, but as a whole new toolbox: inside, you’ll find personalized hotel picks based on properties you’ve said you love (like Pandora for hotels), a hot rates heat map that lets you compare hotels’ average daily rates to historical trends, and “best bets,” a feature that lets you see which days or weeks offer the best hotel prices in any city. Also available: charts that show you when it’s most affordable to head to specific destinations, and trend maps that offer insight on where other Orbitz customers are traveling.
The takeaway? From loyalty programs to user-friendly functions like these, OTA’s are racing to meet their users ever-growing needs—and consumers have everything to gain.
Nikki Ekstein is an Editorial Assistant at Travel + Leisure and part of the Trip Doctor news team. Find her on Twitter at @nikkiekstein.