Situation Analysis
Online travel agents (OTAs) emerged in the 1990s, offering a quicker way to find deals and book travel. Since then, they've multiplied and blended together, ruining efficiencies and introducing uneasiness in the booking process.
On a mission to combat this uncertainty, KAYAK.com helps people make confident travel decisions by putting all the options in one place - even the competition - and providing data tools to filter, predict and explore. But introducing people to KAYAK's "one and done" difference is challenging in a crowded category where competitors' marketing budgets are north of $5 billion.
Since its...