A new 'Travel's Amazing Online' reality series competition, targeted at audiences throughout Asia, will soon be launched by an alliance of online travel players in the region.

To be run along the lines of an "Amazing Race" which has run an amazing 23 seasons, the campaign aims to promote the notion that online's the best way to plan and book travel because not only it is easy, you also get the most amazing deals.

The alliance includes all the leading OTA players in Asia including global, regional and local OTA brands. It is understood the big players will provide seed funding but the alliance may go for a crowd-sourcing model to allow everyone to take part in this initiative.

A spokesperson for the alliance said, "It is time online travel players got together to grow the market.

"If you look at PhoCusWright reports – the only measure we have currently – it says that online bookings in South-east Asia grew 34% in 2011, which was 12% of the APAC online market and that it will increase 24% by 2013 when its share of the APAC online travel market will reach 14%.

"I mean, that's still a low percentage given the high Internet penetration in South-east Asia – so the elephant in the room question that needs to be asked is, why is online travel's share still so low? What are the obstacles? What needs to be done if we are to grow the overall online share?"

The reality television series, to be launched in the third quarter, will pit 12 travellers from different markets. "The idea is we will give them an itinerary which they have to completely plan and book online and the first person to complete the task at the most amazing price will win.

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