The digital transformation of the travel and tourism sector has significantly reshaped consumer behaviour in India. The emergence of Online Travel Agencies (OTAs), such as MakeMyTrip, Yatra, Cleartrip, GoIbibo, and Expedia, has altered how consumers search for travel information, compare alternatives, book services, and evaluate post-purchase experiences. This paper provides a comprehensive academic review of literature relevant to online travel consumption patterns before 2015, examining the socio-cultural, psychological, technological, and economic determinants influencing consumer adoption of OTAs. It further develops a conceptual framework illustrating the relationships between perceived usefulness, perceived ease of use, trust in e-WOM, price sensitivity, and purchase intention. The paper uses a secondary qualitative methodology, synthesizing peer-reviewed studies, industry reports, and theoretical foundations to explain behavioural transformations. The discussion highlights key challenges faced by OTAs in India, including price competition, service quality inconsistencies, and loyalty instability. The study concludes that while OTAs have democratized travel planning and enhanced information accessibility, their future growth depends on personalization, consumer trust building, and integrated travel ecosystem development.

Keywords: Consumer Behaviour, OTAs, e-WOM, Ecosystem Development, Planning.