Our new Global Briefing, “Online Travel: Shift of Power to Consumers,” examines the online travel revolution which has taken place in the last 10 years. This revolution has led to substantial changes in the travel industry’s competitive environment. These are so significant to force companies re-think their business models. In particular, consumers now play a much more central and active role, while technology players have become essential partners for travel companies. Customer knowledge and social interaction are key requirements to compete successfully in this new environment.