Travel agencies have been a type of business that has run the risk of being disintermediated by the march of the internet, and the opportunity it provides for travellers to book their own travel requirements online. The agencies have had to reinvent their business model as a result, trying to find new ways to add value. As with many other types of business under similar pressure, the answer lies in part in embracing technology, not trying to fight it. In the case of Bestattravel.com, this is at the root of their new approach. BestAtTravel: Transforming a Travel Agency with Leading-Edge Technology