Hotels have a 7% profit margin. The airline industry, 8%. And the assets, considerable in both cases. How does an industry with such constraints manage to rank first in McKinsey's Digital Quotient study? Meet the industry disruptors: Online Travel Agencies.Sources :McKinsey Quarterly : Three snapshots of digital transformation - bit.ly/2jaNePBWorld Economic Forum / Accenture : Aviation, Travel and Tourism -- bit.ly/2AF2wWYKalibri's Book Direct Report -- bit.ly/2nngozJExpedia's a Roadmap to Travelers Attribution - bit.ly/2iaYsmnExecutive Roundtable : the hotel distribution debate - bit.ly/2Asj3LoSkift Magazine : Megatrends defining travel 2016 - bit.ly/2zI1ztaeMarketer.com : How Marriot transformed itself - bit.ly/2zWZuhceMarketer.com: Most travelers use search engines when planning a trip - bit.ly/2AppmiLExpedia Turns to Amazon Alexa for Its First Attempt at Voice Search- bit.ly/2fLcnk9