Online travel agencies (Expedia, Booking Holdings) are known for massive marketing budgets (~40% of revenue). This is probably due to low switching costs and high price sensitivity.
Separately, over 25% of all travel globally is done in some form of group. This network underpinning travel purchases seems untapped and highly attractive.
If done right, you could construct a network-powered OTA with higher switching costs and lower marketing spend.
This could explain Uber's talks to acquire Expedia in October 2024. It's also a case for Meta to disrupt.