As we saw in the first part of this analysis, OTAs have been facing a number of difficulties of late. Booking, Expedia and Tripadvisor are encountering a number of obstacles along the way. However, their strength lies in their ability to adapt, whether to market fluctuations, new customer expectations or technological developments. Now more than ever, retailers need to be up to date with digital technology if they wish to continue selling. How are hoteliers, OTAs and other retailers incorporating all these new developments into their strategies?