Skift Take

In the school of online travel hard knocks, new entrants have learned that barriers to entry can be substantial. Amazon, Google, and Airbnb should realize that the devil is in the details, and the complexities.

Amazon has started a soft launch of virtual experiences so Jeff Bezos' e-commerce behemoth will undoubtedly expand into offline tours and activities, and steal a chunk of competitors' businesses. GetYourGuide, Viator, Klook, Expedia, and Booking.com/Musement, you'd better cash