What is Online Travel Agencies

India, as the second largest internet population after China with 330-370 million users which is expected to grow by at least 50 million yearly until 2020, is at the cusp of a digital revolution. Various reports show that India's revenue in the online travel booking segment amount to 569 million USD in 2018 and is expected to show an annual growth rate of 14.6% resulting in a market volume of 9,594 million USD in 2022. This article emphasizes the opportunities and challenges of online travel agencies (OTAs) particularly in India. For the success of e-tourism in India, it is essential to increase the operational efficiency of the staff and attitude/ behavior of the staff, delivery of services as committed, provision of customer data management and insurance coverage services. All of these are the keys for an excellent and prompt service delivery system and which effects the success of the online travel provider. A large youth population, changing lifestyle, plethora of travel deals and authenticated travel related information are some of the major opportunities and challenges for e-travel commerce in India. This article summarizes information on the challenges and opportunities of Indian online travel agencies, with a conviction that India will make a huge break through and be a success story particularly in online travel retail. This study will give insight to the industry players to understand the opportunities and challenges and develop strategies for retaining more satisfied users and increasing the number of repeat customers accordingly.