That's my main issue with this type of business... can't it be automated? probably a huge NO without legal implications therefore the "human" expenses are high and if we start to think "globally" like the Silicon Valley startups type guys always do, the next logical step is to make a mutual benefit business partnerships with the Airlines. This will end in a war like Airbnb vs Travel Agencies vs Hotel Chains vs Everyone else, were the best price in town will be to go directly to the source rather than to 3rd parties.