The guys from Skift recently posted the oral history of Online Travel Agencies (OTAs). Pretty interesting stuff so you can have a feel of how they came into prominence and a key part of the decision making for travel of many consumers. The diagram below shows that the early ones started in 1985! So that makes the whole OTA industry over 30 years old. Wow.
With the hotel industry looking to excite consumers to book directly, there are certainly lessons to be learnt from the history. Look back and learn to have a better plan moving forward. Interesting stuff.