Challenges Faced by Emerging OTA Industry

The COVID-19 pandemic precipitated a seismic shift in global travel, compelling Online Travel Agencies (OTAs) to navigate a rapidly changing landscape defined by heightened safety expectations, intensified competition, and novel fraud risks.This study investigates two under-examined threats-coercive "taxi mafias" and fraudulent hotels or guides-and their impact on OTA performance, customer trust, and overall traveler satisfaction.Drawing on a survey of 157 Indian OTA users and a comprehensive review of recent academic and industry reports, we find that over 50% of respondents alter their booking behavior due to awareness of scams, nearly 74% report that fraudulent accommodations sharply erode their confidence, and approximately 62% express greater trust in platforms employing AI-driven fraud detection.Female and frequent OTA users report significantly higher experiences of overcharging and hostile behavior (p < .05).Despite strong overall platform loyalty, gaps in emergency support and transparency persist, particularly among women and lower-income travelers.We conclude that rigorous partner vetting, transparent pricing, 24/7 multilingual assistance, and advanced cybersecurity measures are essential for OTAs to rebuild trust and maintain market competitiveness in the post-pandemic era.