A few weeks ago, I was invited to speak at the Sabre Connect conference about how OTAs are evolving in the Middle East. The region has come a long way from single digit OTA market share to a potential $15bn segment in just a decade; however, it still lags behind the rest of the world in both online travel and OTA market penetration. Growing the OTA of the future in today’s landscape of blurring lines and data-driven wants won’t be quite as easy as it was for the OTAs of yesteryear – but it promises to be a whole lot more exciting.