online travel agency stats

The report "Global Online Travel Market 2021," details the impact of the coronavirus pandemic on the digital travel market worldwide and provides insights into possible future industry developments.

The health crisis deeply affected digital travel sales, but the future looks more optimistic

Deeply affected by the restrictions imposed due to the spread of the coronavirus pandemic, the global online travel industry experienced a significant downfall in sales. For example, in the United States, online travel sales value in 2020 was only half of the figure forecasted for 2020 just before the onset of the COVID-19 pandemic.

The gross booking value of online travel agencies in the country also decreased substantially. Nevertheless, a recovery is expected in the near future given the easing of restrictions. As of March 2021, global travelers intended to spend more on trips in the next 12 months, and the usage of travel-related mobile apps may even be higher than prior to the health crisis, according to the findings of the report.

Furthermore, in Asia-Pacific, one of the fastest-growing regions in regard to travel, despite the negative influence of COVID-19, overall per capita digital travel expenditures are expected to rise in several economies, including Hong Kong, China, Taiwan, Japan, and South Korea by 2025.

Leading online travel agencies globally and the COVID-19 impact

In 2021, most of the major global online travel agencies were able to keep their market positions, including Booking.com, which remained to be the top website in the travel category globally. Tripadvisor and Airbnb followed Booking.com. Nevertheless, for some OTAs including the Expedia Group the pandemic led to a drop in the rankings, as detailed in this publication.

Technology-driven solutions are an important factor in the traveler experience in 2021

Due to economic disruptions due to the COVID-19 pandemic, travelers worldwide became increasingly interested in the Buy Now Pay Later payment method. According to a 2020 international survey cited by the analyst in the new report, a double-digit share of respondents said that the availability of a BNPL option was an important factor when booking a service related to a trip. With that, technology-driven solutions may support the online travel industry in the process of recovery.

Report Coverage

• This report covers the online travel market. It takes into account a wide definition of the travel segment, including transportation, accommodation, tour packages and others. The report's focus is on leisure and unmanaged business online travel. The definitions used by the original sources cited in this report may vary.
• Besides sales figures, penetration and rankings, this report also reveals important market trends that affect the online travel market, such as the rise of mobile bookings and the use of innovative technology.
• Following global regions are covered in this report: Asia-Pacific, Europe, Latin America, the Middle East, and North America.

Report Structure

• The global chapter opens the report, including an overview of global market developments and trends.
• The rest of the report is divided by regions. The regions are presented in the order of descending total online travel sales.
• Within each region, regional information is included first, where available, and the countries are also presented in the order of descending online travel sales. Where no comparable sales figures were available, other related criteria such as total E-Commerce sales, online shopper and Internet penetration were applied.
• In the country sections, the following information is covered, where available: online travel sales, the share of online shoppers booking travel services online and the rank of this category among other E-Commerce product categories, the online share of total travel sales and the share of travel in total E-Commerce sales, platforms and channels used by travelers to book travel services, total sales and shares of online travel agencies. Not all types of information mentioned are provided for each country, due to varying data availability.

Key Topics Covered:

1. Management Summary

3. North America

3.2. Canada

4. Asia-Pacific

4.1. Regional

4.4. South Korea

4.6. Australia

4.7. New Zealand

4.8. Indonesia

4.9. Thailand

4.10. Singapore

4.11. Vietnam

4.12. Malaysia

4.13. Philippines

5.1. Regional

5.3. Germany

5.4. France

5.5. Switzerland

5.6. Austria

5.7. Russia

5.8. Turkey

6. Latin America

6.1. Regional

6.2. Brazil

6.3. Mexico

6.4. Argentina

7. Middle East and Africa

7.1. Regional

7.2. Saudi Arabia

7.3. Morocco

Companies Mentioned

• American Express
• Chase Sapphire
• Expedia Group
• Fewo-direct
• Hilton Hotels
• Marriot Hotels
• Thomas Cook
• Tripadvisor
• Wells Fargo

For more information about this report visit https://www.researchandmarkets.com/r/m7n8yx

ResearchAndMarkets.com Laura Wood, Senior Press Manager [email protected] For E.S.T Office Hours Call 1-917-300-0470 For U.S./CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900

46+ Online Travel Booking Statistics, Facts, and Trends [2023]

Craving insights into online travel booking in 2023? 

You’ve landed at the right place. 

We’ve compiled, verified, and organized a list of the most up-to-date statistics, facts, and trends. 

Click below to navigate to a specific category, or read on for our KEY online travel booking stats.

Top Online Travel Booking Statistics (Editor’s Picks)

General online travel booking stats, facts, and trends, booking holdings, tripadvisor, expedia group.

As of 2023, the global online travel market is valued at $521.18B . It’s projected to exceed $1T by 2030, with a CAGR of 9.9% .

• Most Americans ( 72% ) prefer to make their travel arrangements online.

• Roughly 41% of Americans prefer OTAs to book trips. Another 29% book directly, and an additional 29% rely on travel agents or tour operators.
• In 2023, online sales channels are projected to contribute 69% of global travel and tourism market revenue. This percentage is forecasted to increase to 74% by 2027.
• The travel segment of the app market generates $1.23B in global revenue. It’s projected to reach $1.96B by 2027.
• Major online travel agents typically charge commissions ranging from 15% to 25% , but smaller OTAs may offer rates as low as 4% .
• Most Americans (72%) prefer to make their travel arrangements online.
• As of 2023, the global online travel market is valued at $521.18B. It’s projected to exceed $1T by 2030, with a CAGR of 9.9%.
• In 2023, online sales channels are projected to contribute 69% of the global travel and tourism market revenue. This percentage is forecasted to increase to 74% by 2027.

Among the top online travel companies, On the Beach and Holidaycheck exhibited the highest revenue CAGR: 146% from 2020 to 2022.

• The travel segment of the app market now generates $1.23B in global revenue. It’s projected to reach $1.96B by 2027.
• Online travel sites achieved a 76 out of 100 customer satisfaction score in 2023, a one-point increase from the previous year.
• The travel technologies market was valued at $8.6B in 2020 and is projected to reach $12.5B by 2026, reflecting a 45% growth.
• Almost half of worldwide travelers (45%) wish to use just one site to book their entire trip, including flights, hotels, car rentals, and additional services.

• The United States tops the revenue ranking in the travel app market, generating ~$443M in 2022.
• Hospitality and tourism apps had an average annual retention rate of 34% in 2022.
• In 2021, 17% of Americans were subscribed to travel-related paid subscription programs or services, while 23% expressed interest in subscribing to such services.
• As of 2022, around 14% of global consumers purchase travel and hospitality services using cryptocurrency.
• Just 11% of leisure travelers worldwide report no frustration when planning trips online.
• About 43% of US travelers don’t find pleasure in booking travel.
• Booking.com, holding a market capitalization of ~$78.2B, claimed the top spot among worldwide online travel companies in December 2022.
• Booking.com was the most popular travel and tourism site globally in May 2023, attracting ~582.5M visits.
• Booking Holdings generated revenue of about $17.1B in 2022.
• The net income of Booking Holdings crossed the $3B mark in 2022.
• Room nights accounted for 91% of Booking Holdings’ total bookings in 2022, making it the company’s primary business segment. The total number of bookings reached 981M, surpassing pre-pandemic levels.
• The Booking.com mobile app was the most downloaded online travel agency app globally in 2022, amassing ~80M combined downloads in the App Store and Google Play.
• Booking generated revenue of more than $9B through mobile devices in 2022.
• Booking Holdings’ global total assets reached around $25.4B in 2022, increasing by ~$1.7B compared to 2021.

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• In 2022, TripAdvisor, Inc. generated ~$1.49B in global revenue.
• The revenue of Tripadvisor in the United States reached ~$905M in 2022.
• Tripadvisor recorded a net income of approximately $20M in 2022.
• The cumulative number of reviews and ratings on Tripadvisor worldwide exceeded one billion.
• Airbnb operates in ~98% of the world, excluding North Korea, Syria, Iran, and Sudan.
• Airbnb’s global revenue in 2022 amounted to $8.4B.
• In 2022, North America generated the highest revenue for Airbnb worldwide, reaching $4.2B.
• Airbnb’s net income in 2022 amounted to $1.89B.
• The North American region recorded the highest gross booking value per night for Airbnb in 2022, at $240.29.
• In 2022, Airbnb recorded more than 393M booked nights and experiences.
• The number of Airbnb hosts exceeds 4M, with 90% being individuals.
• Among Airbnb hosts in 2022, women accounted for 49% of the total.
• Every second, around six guests check in to Airbnb rentals.

• The global number of Airbnb listings surpassed 7M in 2022.
• Airbnb’s global total assets reached $16.04B in 2022.
• Expedia Group, Inc. recorded global revenue of around $11.67B in 2022, an increase from $8.6B in the preceding year.
• In 2022, around 68% of Expedia’s total revenue came from the United States.
• Expedia recorded a net income of $352M.
• In 2022, Expedia’s American Customer Satisfaction Index (ACSI) score was 73, slightly higher than the satisfaction level of the overall internet travel site industry.
• Expedia ranks as the leading flight search engine in the US, based on a Statista Consumer Insights survey conducted in March 2023.
• Expedia’s lodging business segment proved the most lucrative in 2022, bringing in ~$8.9B.
• In 2022, Expedia recorded gross bookings exceeding $95B.

Stacking It All Up

There you have it.

A comprehensive list of online travel booking statistics, facts, and trends.

Let us know in the comments if there are any other stats you’d like to see.

How big is the online travel market?

What’s the online travel agency (ota) market size.

The global OTA market was worth $269.51B in 2021. It’s projected to grow at 6.42% CAGR, hitting $391.39B by 2027.

What are the biggest online travel agencies worldwide?

Booking.com, holding a market capitalization of ~$78.2B , is the biggest online travel company as of December 2022. It’s followed by Airbnb ( $54.137B ) and Trip.com ( $22.08B ).

What’s the fastest-growing OTA?

How many people use online travel agencies.

Roughly 41% of Americans use online travel agencies (OTAs) to book their trips.

What are the largest online travel agencies by revenue?

As of 2022, Booking ( $17.09B ), Expedia ( $11.67B ), and Airbnb ( $8.4B ) are the largest online travel agencies in terms of generated revenue.

How much commission do online travel agencies charge?

Major online travel agents typically charge commissions ranging from 15% to 25% , but smaller and more niche OTAs may offer rates as low as 4% .

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As a Digital PR specialist and a member of the Society of Professional Journalists (SPJ), Max has 5+ years of writing experience. Over the course of his career, Max’s work has garnered significant attention, with features in numerous prominent publications such as The New York Times, Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, TechRepublic, Glassdoor, and G2.

78 Online Travel Booking Statistics and Facts

By: Author Amar Hussain

Posted on Last updated: January 20, 2023

The travel industry has been consistently investing in its online presence. With most travel getting booked online these days, key players in the industry are banking on the success of their digital offerings.

With so many people using online travel booking, it comes as no surprise that this sector of the service industry is one of the largest.

Analyzing the numbers associated with this sector is an enlightening experience. Let’s take a look at the most exciting statistics and facts related to online travel booking.

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General Online Travel Booking Stats

Online travel booking market stats, online travel booking key player stats, online travel booking consumer stats, online travel booking trends stats, online travel booking growth and future stats, online travel booking searches, other intriguing online travel booking stats, final thoughts, online travel booking stats highlights.

Online travel booking has been making travel more convenient and accessible. It shows how much we are using technology in aspects of our lives, including managing our trips and holidays through e-commerce.

Here is an overview of the most interesting online travel booking stats:

• In 2023, over 700 million people around the world are expected to make travel bookings online.
• Around 83% of adults in the United States want to book online instead of going to an in-person travel agent.
• Smartphones are the preferred method of research for travel. Over 70% of would-be tourists research holiday locations on their phones.
• Every year, around 150 million travel bookings are made online.

Online travel booking is consistently used to plan and manage holidays worldwide. Let’s take a look at the general facts and figures relevant to this part of the industry.

Users Prefer Booking With Online Travel Agencies

(Source: MarketSampler)

Statistics show that when the same price is displayed on a hotel website and on an online travel agency or booking comparison site, consumers prefer booking with the online travel agency .

70% of those who encounter this situation end up booking with the online travel agency rather than directly through the website of the desired lodgings.

Sustainability Is on the Mind of Tourists

(Source: Booking.com)

The climate crisis is starting to routinely be at the forefront, even when booking holidays. In 2022, over 71% of respondents stated that they want to make more sustainable choices regarding travel .

This percentage was 10% higher than it was in 2021. These choices included eco-friendly booking hotels and reducing traveling by plane whenever possible.

Travelers Visit Numerous Sites Before Deciding

(Source: Travelport)

On average, people planning a holiday will visit around 38 sites before making a decision on what to book .

This shows the importance of research when it comes to travel and how seriously travelers take this part of the process. With online travel booking facilitating the process once the decision is made, it provides the perfect fit for those doing their research on the Internet.

Travelers Love Virtual Travel Assistants

(Source: Statista)

Over 33% of consumers like to use virtual travel assistants during their online travel booking process . They find the virtual assistants helpful as a part of the streamlined booking process provided online, as well as a suitable replacement for in-person agents.

Travelers Use Voice Activation for Online Travel Booking

Consumers are frequently incorporating other technology to help them with online travel booking. 43% of consumers in the United States use voice searches during the online travel booking process, along with 38% in Germany and 33% in the United Kingdom .

The popularity of voice activation in this sector is continuing to grow as more and more consumers embrace the functionality of this technology.

Online Travel Booking Is Inspired by Social Media

Social media has become very influential in many aspects of our lives, and online travel booking is not the exception to the rule.

In the United States, 21% of adults in the 18 to 29-year-old bracket use social media for inspiration before they decide to go for an online travel booking. Those over 45 years old follow at 14%, and 30 to 44-year-olds at 9%.

The highest percentage is found among 18 to 29-year-olds living in Spain, with 24% of respondents declaring that social media is an inspiration for their holidays.

There is a growing correlation between seeing a location on Instagram and then opting for an online travel booking there soon after.

COVID-19 Was Influential to the Growth of Online Travel Booking

While the sector was already growing prior to the pandemic, it gave it a huge boost. In-person travel booking was off the table for a prolonged period, and once lockdowns ended, people were very ready to travel to whichever location was possible.

Online travel booking is also much safer, and consumers don’t have to worry about taking the right precautions in the comfort of their homes.

After losses during 2020, the travel industry recovered 50% of gross revenue in 2021, in large part due to online travel booking . By the end of 2022, this figure was estimated to have reached 85%.

Digital Travel Advertising Is Growing

In 2023, $4.5 billion are projected to be used in digital travel advertising . This shows a growth from the previous years, with $2.99 billion spent in 2020, $3.54 billion in 2021, and $4.05 billion in 2022.

While this figure is growing, it has not yet surpassed its highest peak in recent years, which was achieved in 2019 at $6.09 billion.

Online Reviews Are Taken Into Consideration

(Source: TripAdvisor)

Where online travel booking is concerned, a vast majority of consumers take into account reviews before they decide on the particulars of a holiday. 96% of users on TripAdvisor, for example, think reviews are important to the process .

83% usually include them in their pre-booking research. Of these, 63% consider themselves more influenced by reading the reviews, while 76% are swayed by photos posted with the reviews.

Fewer Americans Choose Physical Agencies

(Source: ASTA)

Despite this study showing that going to an in-personal travel agent could potentially save consumers time and money, most of them opt for online travel booking instead. Only 24.3% of Americans go to physical travel agencies to get their holidays sorted .

Online travel booking has become one of the most profitable sectors of the service industry. There are plenty of intriguing numbers showing the impact of online travel booking on the market. Here’s an overview of the most fascinating market stats.

The Worldwide Online Travel Market Size Is Growing

In 2020, the worldwide online travel market size ended the year with a worth of $396.08 billion . This increased in 2021, with its worth estimated at $433.2 billion.

By 2026, the estimates suggest that the market size will keep growing. It is expected to be worth $690.71 billion that year, which shows that the online travel market size will continue to flourish.

The Tourism Sector Is Improving

With online travel booking now an essential part of the sector, it looks like things are brightening overall. In 2019, the worldwide market size of the tourism sector was estimated at $1.86 trillion. It then dropped sharply to $1.09 trillion in 2020 due to the pandemic halting travel for most of the year.

In 2021, the worth of the tourism sector on the market was $1.3 trillion and projected at $1.67 trillion by the end of 2022 .

Online Travel Has the Largest Revenue Share of Global Tourism

The online travel sales channel has been consistently growing and taking over the larger part of the revenue share in global tourism. Online sales had 60% of revenue share in 2017, with offline sales trailing behind at 40%. In 2020, online travel sales reached 65%, with offline travel sales at 35%.

This revenue share is expected to keep growing in favor of online travel sales. By 2026, the forecast expects 74% of the revenue share to go to online sales and only 26% to offline sales .

Booking Holdings Is the Leading Travel Company With Most Employees

By the end of 2021, Booking Holdings was at the top of the leading travel companies worldwide. It also had the largest number of employees. At the time, Booking Holdings employed over 19,500 members of staff across its many brands , including booking.com, KAYAK, and Agoda.

American Express Global Business Travel was the second leading travel company with the most employees, numbering over 16,680 members of staff. BCD Travel was third in line, with 14,900 employees in 2021. Expedia was closely behind with 14,800.

The Past Decade Has Been Huge for the Market

(Source: TravelWeekly

Since 2012, the online travel market has been booming. Back then, 80% of consumers were already choosing online travel booking for their holidays .

Since then, this figure has been consistently stable, but this shows that the popularity of online travel booking hasn’t just been happening in the last few years. In 2012, 90% of consumers also did their holiday research online.

The Online Travel Market Has an Impressive Projected Cagr

(Source: GBTA)

Between 2021 and 2027, the online travel market is expected to have a compound annual growth rate of 10.58% . The stability and growth of this projection is further proof that this sector is a major player within the overall industry.

The Highest Growth Potential Is in the Asia-pacific

While the worldwide online travel market is flourishing, the highest growth is expected in the Asia-Pacific region.

By the end of 2021, Indonesia was leading the way with $3.4 billion in market size . Thailand is following the same trend, with $2.8 billion, along with Singapore, with $2.3 billion. Malaysia stood at $2.2 billion, and Vietnam at $1.4 billion.

This is expected to continue growing thanks to social and economic progress in the region.

Vietnam Travelers Have a High Annual Frequency

Vietnam is one of the markets with the highest growth potential in the Asia-Pacific region, and it is already making a difference in online travel bookings.

Statistics show that 40% of online booking users in Vietnam have a travel frequency of 3 times a year , followed by 39% opting for twice a year. Only 21% of Vietnam online travel booking users travel just once a year. This highlights the growing market in this country and its usefulness to the global market share.

Online Travel Sales Are Growing in Latin America

Latin America is another region that is proving influential to the growth of worldwide online travel sales. In 2018, Latin America generated $20.7 billion in online travel sales. By the end of 2019, it accounted for $22.5 billion of online sales.

In 2020, Latin America experienced a huge decrease in online travel sales, just like the rest of the world. Only $9.1 billion were raised across the region from online travel sales then, but by the end of 2022, the figures had already bounced back to over $22.3 billion .

Hotels Had the Largest Share of Online Market Distribution in Latin America

Continuing to observe the online travel booking statistics in Latin America shows that hotels have the largest share of the market when it comes to distribution. At 47%, hotels are well ahead of air travel at 37%, tour operators at 11%, and car rentals at 5% .

These strong figures for hotels indicate what online travel booking users in Latin America consider the most important aspect of traveling. Accommodation is at the forefront of what consumers are looking at most before booking online travel.

The online travel booking sector is dominated by specific key players. When it comes to brands, the same names will keep popping up as the leaders, with many of them owned by the same companies.

Booking Has the Largest Ota Revenue

Of all the leading online travel agencies or OTAs, Booking continues to be at the top when it comes to annual revenue. In 2019, it had $15.07 billion in revenue, and while this dropped to $6.8 billion in 2020 due to the pandemic, it bounced back to $10.96 billion in 2021 .

In comparison, second-placed Expedia had $12.07 billion in revenue in 2019, followed by $5.2 billion in 2020 and $8.6 billion in 2021. Airbnb is third in the revenue rankings, with $4.81 billion in 2019, $3.38 billion in 2020, and $5.99 billion in 2021.

Booking Is Spending the Most on Marketing Expenses

Part of the success of Booking in the online travel booking sector derives from the company’s marketing strategies. It comes as no surprise that Booking is the OTA spending most overall on marketing expenses, with $4.97 billion invested in 2019, $2.18 billion in 2020, and $3.8 billion in 2021 . In turn, Expedia actually spent more in 2019 but has been just behind Booking since then.

The 2019 marketing expenses investment for Expedia was $5.03 billion, followed by $1.73 billion in 2020 and $3.5 billion. Airbnb is once again third in line, with $1.62 billion spent on marketing in 2019, $1.18 billion in 2020, and $1.19 billion in 2021.

Booking Is the Most Visited Travel Website Worldwide

By the end of 2022, Booking’s website had 511 million visits . This number more than doubled Tripadvisor’s worldwide visits, which only amounted to 149.7 million. Here’s even more proof of Booking’s popularity around the world. Airbnb is in third place with 92.9 million visits during the year.

Mexico Is the Country With Most Expedia App Downloads

The Expedia mobile app was very popular in Mexico in 2021, with over 2 million downloads throughout the country . Brazil followed in second place based on the number of downloads of the Expedia app, with a little over 1 million.

These 2 countries are the worldwide leaders in Expedia downloads in the region, with Colombia in third place with 260,000 downloads, and Argentina in fourth with 190,000.

Booking Is the Most Downloaded Ota App Worldwide

Around the world, users kept downloading the Booking mobile app in 2022. The aggregated number of downloads across the App Store and Google Play reached over 80 million .

Airbnb was the second most downloaded OTA app worldwide in 2022, with 52 million aggregated downloads. Expedia followed with 27 million downloads, and Agoda at 21 million. There are a variety of online travel booking apps, but Booking app downloads tend to soar far ahead of the competitors.

Tripadvisor’s Revenue Grew in 2021

By the end of 2021, Tripadvisor earned $526 million in revenue in the United States and $259 million in the United Kingdom. This shows a recovery after 2020 when revenue fell to $302 million in the United States and $169 million in the United Kingdom.

The company’s highest revenue figure in recent years came in 2017 when it earned $877 million in the United States. This market continues to be Tripadvisor’s biggest source of profit, with many American users opting for the company’s services when it comes to online travel booking.

Most of Tripadvisor’s Revenue Comes From Hotels, Platform, and Media

In 2021, the largest share of revenue for Tripadvisor came from the hotels, platform, and media segment of the business.

This segment had $549 million in revenue, followed by experiences and dining at $307 million . The platform refers to the Tripadvisor website, so this shows the impact that the importance of accommodation is only a part of the revenue shared with marketing.

Most of Airbnb’s Worldwide Revenue Comes From North America

Airbnb has been steadily growing more popular around the world, but it continues to trail after other leading OTAs. North America is the most successful region for the brand.

Airbnb had $2 billion in revenue there in 2019, followed by $1.8 billion in 2020, then $3.2 billion in 2021 . These numbers show that the popularity of Airbnb in the region is growing.

In comparison, Airbnb had $1.9 billion in revenue in the EMEA region in 2019 and 2021, with $1 billion achieved in 2020. In the Latin America and Asia Pacific regions, it has yet to reach $1 billion in revenue per year.

Expedia Makes Most of the Revenue From the Merchant Line

Expedia gets the largest part of its revenue from the merchant billion line, with $5.5 billion earned in 2021 , compared to the $2.3 billion from the agency line and $751 million from advertising and media.

The merchant business line is responsible for establishing online travel booking partnerships with pre-approved travel suppliers.

Expedia’s highest revenue from the merchant business line came in 2019, with $6.7 billion in earnings. At the time, the agency line was almost double than what it was in 2021, with $3.8 billion in earnings.

Expedia Is Also Bouncing Back

While it suffered a huge decrease in revenue in 2020 due to the pandemic that also affected its competitors, the Expedia Group has been inching closer to normal figures since then. In 2019, the Expedia Group earned a little over $12 billion in revenue .

The pandemic in 2020 dropped that figure to $5.2 billion. Despite that setback, Expedia is returning to form and saw $8.6 billion in revenue in 2021. This is projected to grow again as the business continues.

Consumers are essential to the success of the online travel booking sector. Shedding light on what drives consumers can help ensure that businesses continue providing what they are looking for in online travel.

The Most Booked Product Online Was Accommodation

In 2022, consumers in the United States used online travel booking mostly for hotels. 36% percent of travelers stated that they used a travel website or app to book a holiday online .

Flight tickets were the second most booked product online, at 23%, with car rentals following at 15%. Of the over 9,000 respondents, 40% stated that they had not booked anything online in the past 12 months.

British Consumers Prefer Tui

While Booking and Expedia tend to lead in other regions, TUI is the most preferred website for online holiday searches in the United Kingdom.

In the third quarter of 2022, over 13% of British consumers used TUI to find and book their desired holiday . This was followed by LoveHolidays at 7.44% and by flight and hotel search engine EasyJet at 5.7%. This shows a wider variety of preferences for online travel booking in different countries.

Most Age Groups Prefer Booking Online

Based on a worldwide survey from the fourth quarter of 2021, most respondents preferred booking holidays via the computer. All age groups present in the study expressed this preference. 18 to 29-year-olds and 30 to 44-year-olds were 55% in favor of computers, while over 45-year-olds were 56% .

The second most preferred booking channel was face-to-face with an agent. 20% of 18 to 29-year-olds chose it, along with 22% of 30 to 44-year-olds and 21% of those over 45 years old.

Influencer Marketing Has an Impact on Online Travel Booking

The rise of influencers on social media has also had a direct impact on booking travel online. As of August 2021, influencers had an effect on marketing of 18% on travel services , including the online segment.

This shows that consumers are responding to strategic marketing and advertising, which many of the leading OTAs are taking into account.

Consumers Prefer Specific Days When Booking Online Travel

(Source: Expedia)

Booking air travel on a Sunday can save consumers up to 15% of the regular price . Flying on a Wednesday also reduces the price between 10% and 15%. Knowing when to book online and how is one of the best perks of using this medium.

Pertinent information that can significantly impact the cost of travel is generally taken into account by travelers whenever possible. Getting the right air travel will also impact what other products consumers book online.

Travelers Are Seeking Authentic Experiences

(Source: Booking)

When booking travel online, consumers like to research what each location has to offer them. More and more travelers are looking for authentic connections while traveling over the typical tourist experience.

66% of respondents want to book travel and experiences that represent the culture in each particular location . 25% of them are even willing to pay more for experiences if it ensures that they are giving back to the local community in some way.

Despite this, 34% of respondents do not know how to seek out these experiences or how to give back. 32% rely on the advice of travel agents to best guide them in this endeavor.

Boring Rooms Are Deal Breakers

According to surveys, consumers are put off by boring rooms when booking online. 21.6% of respondents stated they wouldn’t book a room if it looked too boring and without character, while 17.6% considered unappealing food photos a deal breaker .

Only 7.4% found bad reviews deal breakers, in comparison, while 13.7% considered a boring presentation of the product unappealing. These figures show travel booking companies what the consumers want, which they can, in turn, discuss with providers.

Videos Have a Say During the Research Stage

While considering their options, consumers can be swayed by videos. 19.8% of them think of videos as an influencing factor that can convince them either way . Product presentation is also important, at 16.4%, while photos follow at 14.4%.

Food photos are in a separate character and attract 12.4% of consumers, while experience demonstrations slot in at 12.2%. There is a range of criteria that can convince travelers into deciding on one place over the other, but the most influential seems to be the visual aspects.

Consumers Are Becoming Ashamed of Flying

With sustainability inching its way to the core of planning holidays, 30% of travelers have admitted to feeling ashamed of booking air travel because of its contribution to pollution levels.

20% of travelers have been making concerted efforts to take the train instead, whenever that is a possibility. When booking online travel, 22% of consumers spend time on researching the available public transportation options in the area.

If public transportation is unavailable or undependable, travelers opt for a bike. 11% of them opt for a low-emissions car whenever renting one is necessary.

Consumers Feel Safer Booking Online

In this post-pandemic world, 63% of consumers have stated that they prefer online travel booking because it reduces the anxiety of the overall process . It also involves less direct interaction with people while booking it. These consumers are attracted to how technology can best help them in these ever-changing times.

Mobile Users Are Starting to Book Online More

(Source: SaleCycle)

In the past, consumers overwhelmingly preferred to make their online travel booking on a desktop computer or a laptop.

Now, most leading companies have invested in the mobile versions of their websites to make sure travelers still have the features they need to hand.

In 2022, 44% of online travel bookings were made on mobile, while 64% were made on the desktop version of the website. These figures have been steadily growing, with 41% of bookings made in 2021 done on mobile.

The trends in the world of online travel booking are influenced by the consumers and the market. Following the right ones is also one of the best ways of maximizing revenue through the year.

As technology changes, the industry follows suit, which can be seen in these statistics that are looking to set the pace.

Most Online Travel Bookings on Mobile Happen After Specific Searches

(Source: Google Trends)

Analyzing Google Trends shows that 72% of online travel bookings on mobile are made within 48 hours of users searching the terms ‘today’ and ‘tonight’ on the popular search engine.

This shows that mobile users tend to make bookings that are more immediate based on either having to travel for work or indulging in a city break. These types of bookings tend to involve less research than those done over a longer time period.

Millennials Prefer Spending Money on Experiences

(Source: HospitalityNet)

78% of millennials prefer booking experiences rather than spending money on material things . The leading online travel companies have been responding to this trend by offering a wider range of experiences in their packages.

This allows travelers to fully immerse themselves in a location and will generally create a more memorable experience. Booking agents and suppliers alike should take note of this trend and adapt their offerings.

Travelers Want to Visit New Destinations

When asking travelers from Australia, the United Kingdom, Singapore, Japan, and the United States, 33% of them stated that traveling to new locations is more important to them than ever .

This continues a pre-pandemic trend, but in the wake of it, there has been an increased thirst for seeing and experiencing completely new places.

With travelers from around the world so invested in fresh experiences, online travel booking is set to be influenced by this trend for a while. Many marketing strategies seem to have already adapted to travelers seeking new and original experiences while away from home.

Longer Stays Are Becoming the Preference

(Source: GlobalData, Expedia, Airbnb)

By the end of 2022, a clear trend had been set, showing that travelers now preferred longer trips to short getaways. 44% of respondents indicated that they want leisurely trips of at least 7 nights .

26% of them prefer at least 10 nights away per trip. This shows this consistent need to have an immersive experience rather than a simple touristy getaway. 20% of Airbnb users in the third quarter of 2021 invested in stays of at least 28 nights.

This was a significant increase from the 14% in the third quarter of 2020. Longer stays involve a higher investment, but it seems consumers are willing to pay more to get the most that they can out of a trip.

Personalized Experiences Are Becoming a Must

90% of travelers now expect a personalized experience with every stay at a hotel . This will remain the trend for 2023 and beyond. Potential guests want to feel special and like they’re staying in a location full of character.

Online travel agencies and hotels are working together on making sure to provide each traveler with what they are seeking from the process.

This highlights the importance of making sure to stand out and that high standards of service are no longer the only details noticed by guests. Memorable stays are the trend, and the need for them influences how consumers use online travel booking.

Reviews Remain Helpful

Reviews are one of the most essential aspects of pre-booking research. While 22% of consumers leave a review anyway, data shows that 80% will leave a review if asked or prompted . Of these reviews, respondents claim that 95% of the ones they leave are usually positive.

TV Creates Sought-after Locations

(Source: OnePoll)

Around 70% of respondents indicated that seeing a particular location in a TV show or movie made them consider traveling there . Of these, 39% ended up booking online travel to one of these locations.

The United Kingdom continues being a TV-driven destination, thanks to the period dramas set there. The real locations behind many impressive landmarks featured in trendy sweeping fantasy shows are also huge draws, as are Hawaii and Italy.

When consumers watch a show or a movie with exciting locations, they tend to Google where they were filmed, which can then lead to a successful booking.

Wellness Breaks Are Increasing

The developing focus on self-care and wellness has also had an impact on travel. 4 6% of consumers from around the world would consider a wellness break , with many of them seeking an original, even quirky stay.

This shows a 30% increase in wellness breaks, along with variation in where travelers seek these trips, from the US to Norway. Online travel booking is offering more alternative stays that take into account this interest.

Hidden Gems Are Becoming Mainstream

Travelers continue to book trips to some of the most typical tourist destinations around the world, but interest in hidden gems and unconventional locations has increased by 30% .

These locations tend to be idyllic and with a more tranquil atmosphere. Examples include Greensboro in North Carolina, Missoula in Montana, Nampa in Idaho, and Oneonta in New York state.

The Aesthetic Is Cowboy Western

(Source: Vrbo)

Many consumers are looking for cowboy charm in their holiday locations. When online travel booking, there has been a 30% increase in demand on Vrbo for fully private vacation homes in states like Montana and Colorado .

Travelers are looking for impressive landscapes, exclusivity, and plenty of outdoorsy activities. The Australian outback is another sought-after location, with farmhouses near wineries providing rugged beauty and plenty of comfort.

The future looks rosy for the online travel booking sector, with constant investment in e-commerce. Closely following the progress of technology and implementing changes as soon as they happen is key to ensuring this future. Here’s what the sector has to look forward to in the future.

Cryptocurrency Is Going To Continue Impacting the Sector

(Source: Travala)

Online travel is a largely crypto-friendly sector. In the second half of 2021, 22% of consumers in the United States stated they would pay for travel with cryptocurrency .

Respondents to an Airbnb survey on Twitter wanted the company to implement payments with cryptocurrency as soon as possible. 70% of those seeking to spend cryptocurrency on travel prefer Bitcoin, while 45% prefer USDT, 37% prefer Ethereum, and 35% choose AVA.

Chatbots Are Increasing Sales

Chatbots for ecommerce are driving the increasing automation in the industry. These chatbots emulate the natural flow of human conversation while reducing the need for human agents.

Consumers are reacting well to chatbots, with 6.5% of conversion rates related to this new technology . Travelers love the immediate response from chatbots and the support around the clock.

Crypto Bookings Are Driving a Significant Percentage of Sales

65% of bookings made through Travala in March 2021 were paid for with cryptocurrency . The company made $1.7 million from bookings that month. Online travel agencies that include cryptocurrency in their payment methods are starting to see big results.

Crypto Users Pay For Accommodation and Flights

(Source: ResearchGate)

Consumers using cryptocurrency to pay for online travel booking spend it on hotels and flights. 51% of crypto bookings go on hotels and other accommodation, while 50% go on air travel .

This shows that crypto is here to stay, and the leading online travel agencies are aware of how it shapes the future.

The Industry Is Ready for the Highs and Lows of Crypto

(Source: CheapAir)

The market is still getting used to the ebb and flow of cryptocurrency, but travel is accommodating quicker.

According to CheapAir, crypto bookings made through the platform go either up or down by 5%, depending on whether the currency is going up or down by 10% . This shows that online travel booking systems accepting cryptocurrency are ready to follow the typical highs and lows associated with it.

China Will Take the Lead in Revenue

Online travel booking will be affected by the change of leadership in global revenue. By 2027, China is projected to have a total revenue of $218 billion across the travel and tourism industry .

This will allow it to dethrone the current leader, the United States. User penetration in China is projected to reach 20.2% by 2027, showing the growth of the sector in this country.

Mobile Apps Will Have More Revenue

With online travel booking getting increasingly better mobile features, apps will consistently earn more revenue throughout this decade. By 2026, mobile travel apps will have an estimated value of $0.54 billion .

This will be its new peak, but there is constant improvement every year. In 2019, the revenue from mobile apps was at $0.25 billion. In 2021, it was $0.3 billion, while in 2022, it was $0.36 billion. By the end of 2023, it is expected to see a revenue of $0.42 billion for mobile apps.

The Global Travel Insurance Market Will Grow

Many online travel agencies are already including insurance options in their packages. This is a very useful strategy, seeing as the global travel insurance market is set to continue growing.

By 2030, the global travel insurance market size is projected to reach $58.9 billion . In 2022, it was $19.7 billion. This shows that insurance will become much more substantial going forward.

Biometric ID Management Will Be Developed

Data shows that 77% of airports and 71% of airlines will be investing in research and development for biometric ID management in the next 5 years . This will influence the features offered by online travel booking.

Biometric identity management will further automate this sector by streamlining the recognition process. This can save time and money while increasing revenue in the sector by reducing the need for other types of identification.

Online Sales and Bookings Have Grown Worldwide

Around the world, the online travel sector has experienced steady growth. There has been a 15.4% growth in online travel sales, while online hotel bookings have grown by 10.3%. The strength of the online travel sector is showing that consumers are opting for it more and more with each passing year.

Searches are an essential aspect of online travel booking. Consumers are known to research for at least several days before booking travel, and they use various search terms and websites to get to what they need. Let’s take a look at the influence of searches on online travel booking.

Consumers Look at Websites for Inspiration

Worldwide, consumers of every age search through websites to get inspiration for holidays. This happens before deciding on online travel booking.

Around the world, 22% of 30 to 44-year-olds looked at websites for inspiration in the last quarter of 2021 . 20% of over 45-year-olds did the same, while only 18% of 18 to 29-year-olds searched websites before online travel booking.

In Canada, 27% of 30 to 44-year-olds lead the way, while in Italy, 27% of over 45-year-olds accounted for the leading age range of those searching websites. Holiday inspiration has an effect on what consumers end up booking, and it has at least a slight influence on all age ranges, no matter where.

The Most Searched Travel Term Is Hotels

In the third quarter of 2021, consumers in the UK searched ‘hotels’ over 18,280 times . This was the most searched travel term at that time, followed by ‘flight tracker,’ which was searched 2,000 times.

The data continues to show that accommodation tends to lead search terms and interest. Hotels are by far much more interesting to those seeking to book online travel, even above air travel.

The third most searched term was ‘cheap flights’ at 1,223, along with ‘flights’ at 1,100. Hotels are a stable search term, while air travel involves more variation.

Experiences Are Starting To Be Searched More Than Hotels

(Source: Google/Greenberg)

Data shows that in the 12 weeks leading to a trip, experiences in the area are searched 3 times more than accommodation in the same place . This shows the ever-growing importance of experiences when it comes to online travel booking.

While travelers ultimately seek the advice of travel agents or hotel staff to get the best experiences where they are going, they also prefer familiarizing themselves with the options prior to the holiday starting.

In the same time frame, experiences are also searched 8 times more than air travel.

Research Time Can Be Short

Once a holiday location has been decided, 51% of consumers in the United States declare that they spend less than a week on research .

This indicates that most travelers do their research before deciding on a location, and then that urge decreases. Google trends show that many holidays are booked 12 weeks in advance of the departure date. From then on, experiences become the focus of the research.

Many Hotel  Bookings Begin on Search Engines

Search engines are the preferred way to start a search for hotels in desired holiday locations. The role search engines play in leading to online travel booking can’t be dismissed.

31% of hotel and other accommodation searches in 2018 were first done on search engines. This showed an increase compared to the 23% recorded in 2017. Searches are necessary to the process that ultimately leads to an online booking.

Smartphone Users Like to Research on Their Phones

In the United States, 48% of smartphone users prefer doing all their online travel booking preparation on their phones .

From the initial search through a search engine to managing the booking, smartphone users are becoming more intent on just using one device. This once again highlights the importance of having travel apps and websites that are designed to work well on mobile devices.

Google Searches Went Up in 2021

After the pandemic, 2021 showcased the resurgence of the travel industry, including searches. That year, Google searches for hotels went up by 92% , air travel searches went up by 79%, and cruise searches went up by 88%.

Floridians Are the Most Active Travel Searchers

(Source: Reuters)

Floridians top the ranking of most active travel searchers in the United States. People living in the state of Florida loved to search for flights most of all, at 56%, followed by 38% of searches spent on hotels . 6% of searches went to cruises. South Carolina was the 2nd state in the ranking, followed by Mississippi, Nevada, and Utah.

Some States Had Large Increases in Travel Searches

Some states had overall increases in searches for travel in 2021. Alabama ranked 30th in 2019, but 2 years later jumped 24 positions to rank 6th .

Tennessee followed a similar trend, going from 27th in 2019 to 11th in 2021. Mississippi jumped 21 positions to go from 21st to 3rd in the 2021 ranking. While some states are consistently at the top, others fluctuate depending on the year.

The Most Searched Travel Destination in 2022 Was London

(Source: Google)

Travel-related terms are searched all the time on Google, but only some shoot to the top of the flight lists. The most searched travel destination on Google during 2022 was London .

It was followed by Ho Chi Minh, Paris, Delhi, and Toronto. Only one US city appeared in the top 10 of most searched travel destinations for flights, and it was New York City.

There are numerous fun and fascinating online travel booking stats in many categories. Here is another selection of exciting data to sate all interests.

Us Citizens Have Outbound Interest in Mexico

20% of US citizens want to travel to Mexico . That is their primary searched destination when taking into account outbound travel. 6.72% searched for Italy, while 5.92% searched for the Dominican Republic.

Canada and the United Kingdom follow, at 5.64% and 5.63%, with France, Japan, Spain, Puerto Rico, and India completing the top 10.

Canadians Have the Most Interest in Traveling to the US

The most inbound interest demand in the US is registered by Canadians. 28.3% of Canadian residents want to travel there , while 15.07% want to go to the United Kingdom, and 6.7% want to go to Germany.

France, Australia, and Mexico follow when it comes to interest.

The Majority of Consumers Don’t Remember the Last Ota They Used

60% of American travelers don’t remember what the OTA they used for their latest booking was . This is also true of 46% of consumers around the world.

Of the ones who can’t recall, 54% of consumers around the world would categorize their experience as above average or excellent, while 44% described it as average, below average, or poor.

Slow Mobile Websites Are Abandoned

53% of consumers using a mobile website will abandon the search if it takes longer than 3 seconds to load .

Up to 87% of consumers will abandon a mobile website if it takes more than 2 seconds to load. This can have an influence on online travel booking by not providing users with the experience they want. It can also send them from one online travel agency to another.

Travel Agencies Are Investing in Cloud Computing Services

Travel agencies are reacting to the demand for e-commerce and automation tools. They are investing more than ever in cloud computing services. In 2021, 54% of travel agencies in the European Union bought cloud computing services over the Internet .

43% of travel agencies bought email as part of cloud computing services, while 41% bought file storage services. These figures have been consistently growing every year.

The Majority of Americans Have Brand Awareness of Online Travel Agencies

78% of Americans are aware of Booking, whether or not they use it . 77% are aware of Expedia, while 73% are aware of Airbnb. These are the main three brands that Americans are most aware of in relation to online travel.

This shows that the marketing strategies for these companies are working well, which can lead to plenty of future online travel booking opportunities.

Customer Satisfaction With Online Travel Websites Is Steady

The American Customer Satisfaction Index score for online travel websites has been consistently over 70 since 2002 . In 2022, the ACSI score for online travel websites was 75, slightly higher than the 74 in 2021 but lower than the 77 achieved in 2020.

What Do Online Travel Agencies Need To Offer?

Online travel agencies need to be aware of what the consumers want from them. The most sought-after feature in online travel agencies is the ease of use.

Consumers want a straightforward booking process that takes as little time as possible and that is as clear as possible. They’re also looking for a responsive and streamlined app or website design.

Consumers also want advanced search filters to find exactly what they are looking for, along with multiple languages and currencies.

What Are the Main Benefits of Online Travel Booking?

The main benefit of online travel booking is its convenience . Consumers can book their desired holiday on a smartphone or a desktop computer at any time of day or night.

This process also makes sure consumers only pay what they can see without adding hidden fees or commissions. Reviews are another main benefit, along with the photos included with them.

Consumers using online travel booking can also extensively research their desired flights and accommodation before choosing them. Online travel booking allows travelers to preview their rooms through photos and even virtual tours.

How Many Airline Bookings Are Made Online?

63% of bookings are done online . This indicates that the vast majority of those using air travel prefer to use online travel booking to purchase it. Getting access to booking airlines online directly allows consumers to have full agency over what is on offer to them.

What Are the Priorities for Travelers Looking To Get Online Travel Booking?

Consumers looking at online travel booking as an option prioritize two things above all else: great deals and flexibility.

They want to be able to adjust dates and itineraries as much as possible, usually on the go. 84% have stated that they can be swayed by a discounted fee when booking air travel online . 83% can be convinced by a specific booking if it offers fare flexibility.

What Do Workers Prioritize?

Workers around the world have discovered a newfound appreciation for vacation days. 84% have a greater appreciation for it , with many now choosing extra vacation days in lieu of getting a raise.

Is Travel a Priority?

Travel has become a priority for most, to the point where many consumers will budget specifically for it. 34% of travelers have a separate budget for travel , with most of them planning to travel in the next 6 months. 18% of consumers expect to spend more on travel than on anything else.

The online travel booking sector has a huge impact on the rest of the service industry. The rise of ecommerce and the automation of the travel booking process has influenced consumers. Many now prefer to book online without the extra step of talking to a face-to-face agent in an office somewhere.

The pandemic has influenced some of this, too, as most consumers feel less anxious about booking online instead of booking in-person. With travel quickly becoming a priority for many, online travel booking systems are ready to receive increased demand.

Amar was born and raised in England and embarked on an 11-country round-the-world gap year after graduation and then became well and truly hooked. The first gap year inspired a second, which ended up being a 23-country down-the-world trip from Canada to Antarctica. Since then, Amar has spent the last 14 years traveling the 7 continents.

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Travel App Revenue and Usage Statistics (2024)

Updated: January 8, 2024

The online travel booking industry was one of the hardest hit by the coronavirus pandemic, with some apps reporting more than 70 percent less traffic and bookings than 2019. 

It took two years for most online travel agencies, hotels, and airlines to see a return to form, although for some the levels of revenue and occupancy are still below 2019 figures. 

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One of the ways Booking.com and Expedia have managed to maintain their market share is through the acquisition of competitor websites and apps. Booking owns Priceline.com, KAYAK, and Agoda, while Expedia Group has Orbitz, Travelocity, and Vrbo in its portfolio. 

Another way the duopoly has continued is through an expansion to services offered. Both Booking and Expedia have branched out into flights, car rental, experiences, taxis, and cruises. The model is similar across both platforms, with the OTA receiving a small commission for each booking.

The aim is to be a one-stop destination for a holiday, similar to how a travel agency pre-internet would organise the flight, transport, hotel, and events in a packaged holiday.

Airbnb has started this augmentation as well, with the introduction of Experiences in 2016. It also started to promote long-term stays in 2020, in response to the pandemic halting short-term travel. Transport and co-working services may be next on its list.

Even though Booking, Expedia and Airbnb are the three main platforms, there are others, such as Hopper, TripAdvisor and Trip.com. 

We have collected data and statistics on the online travel booking market. Read on below to find out more.

Key Travel App Statistics

• The travel app market generated $556 billion in revenue last year, a 53.4% increase on the previous year
• Booking generated the most revenue out of all online travel agencies in 2022
• Over 800 million people used a travel app in 2022
• Expedia holds a slight lead in the US market, at 21.5% market share
• Booking was the most downloaded travel app in 2022, with over 80 million downloads

Travel App Report 2024

Want to learn more about the travel app industry? In our Travel App report , we cover financials, usage, downloads, and demographics by age and gender, alongside market share, and benchmarks.

Top Travel Apps

Travel app revenue.

The travel app industry generated $556 billion revenue in 2022, with hotels and accomodation contributing 73% of the total revenue.

Travel app global revenues 2016 to 2022 ($bn)

Travel revenue by app.

Booking Holdings remained the top online travel agency company in terms of revenue in 2022. The big three all experienced over 60% revenue growth last year.

Travel booking app revenues 2017 to 2022 ($bn)

Travel app users.

Just over 800 million people used travel apps in 2022, a big step up from the previous two years but still lower than 2019 figures.

Travel booking app users 2016 to 2022 (bn)

Travel app market share united states.

Expedia has a lead in the US market, however, Booking has been catching up and could be the lead travel app in 2023.

Travel booking app market share in United States 2022 (%)

Travel app downloads.

Booking had the highest annual downloads worldwide, followed by Airbnb.

Travel booking app worldwide downloads 2018 to 2022 (mm)

Source: Apptopia

More Travel & Local App Data

• what3words Revenue and Usage Statistics (2024)
• Zillow Revenue and Usage Statistics (2024)
• Airbnb Revenue and Usage Statistics (2024)
• Hopper Revenue and Usage Statistics (2024)
• Lyft Revenue and Usage Statistics (2024)
• Uber Revenue and Usage Statistics (2024)
• Expedia Revenue and Usage Statistics (2024)
• Booking Revenue and Usage Statistics (2024)
• Vrbo Revenue and Usage Statistics (2024)
• Taxi App Revenue and Usage Statistics (2024)

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Some key digital Trends in the online travel industry, including digital travel trends, how customers research travel purchases, and more. 

We’ve gathered and analysed data from 455,262,785 online user journeys and booking statistics from a range of Travel ecommerce websites, to provide you with comprehensive information including current trends, in depth statistics and crucial factors in the brand new 2023 Travel Ecommerce Stats & Trends Report .  

Find out in-depth answers to all of your Travel ecommerce questions in the current climate – how are your customers browsing? When are customers most likely to commit to a sale? What is the best and proven way to grab their attention?

Table of Contents

Online Travel Trends 2023 Key Stats

With total online sales peaking at 62.5% on desktop and 37.5% on mobile. Compared to 2021 we found that mobile has gained a little market share increasing 3%.

We can gather that, on average, around half of the overall visitors are committing to a sale. However when we delve deeper into the stats, we can start to analyse the complete customer journey – from browse to basket. 

SaleCycle’s new 2023 online travel market research found users are abandoning their carts/bookings much less. In fact, desktop abandonment has improved 4%. Mobile abandonment has also improved by 2%.

Users show much higher intent to complete their purchase on desktop with an 8% lower abandonment rate than mobile users.

We can assume that the reason for this is that potential customers are browsing elsewhere across other travel websites, therefore leaving your sale behind. 

Although the numbers here could seem alarming, this kind of consumer behaviour tends to occur when faced with committing to large purchases – we all want to find the best deal.

Also, these numbers indicate a much healthier place for the travel industry compared to the previous year. Online travel trends show that the sector is bouncing back in a big way.

So how do you decrease browse abandonment rates? SaleCycle specialises in decreasing your shopping cart abandonment rates with hundreds of insights and solutions to find the best outcome for your business. We cover topics to tackle abandonment rates across the board, with Beginner’s Guides to Cart Abandonment, all the way to the end goal of creating the most effective Cart Abandonment Emails , which we also delve deeper into in this article.

Travel Booking Platforms – Mobile vs Desktop Stats

This mobile vs. desktop conversion rates investigation overall shows us that mobile rates, including browse abandonment and online traffic, are significantly higher than desktop figures.

The reason for this could be down to the fact that mobile is a much more dynamic way to shop across the majority of ecommerce platforms, with the ability to be able to open and close windows with ease, for example. 

However when it comes to committing to a large travel ecommerce sale, we can see that these shoppers lean towards using desktop. This being the only desktop result (at 62.5%) with a higher percentage of consumers.

From this Report, we have also gathered that 58% of all Airline sales are purchased on desktop. But why are mobile conversion rates behind desktop here?

We have seen in previous and current customer behaviour reports that this is a common theme. Consumers feel more at ease buying larger products – such as a flight or holiday – on a larger screen, compared to other ecommerce sectors such as retail and fashion, which totals at a higher percentage of 56.06% on mobile sales. 

For one, it can be easier to navigate around a site and view important information on a bigger screen, so some shoppers may browse and research online travel on mobile and select a choice later on. People are also more likely to buy on a desktop when purchases are more complex – in this case, Travel purchases fit under this concept. 

Online Travel Sales Trends by Sector

When looking at total sales by month in the Travel sector, it mostly comes down to customer behaviour and how we act as consumers depending on different environmental and seasonal factors. 

For example, we can see that Cruise and Ferry sales peaked in July – during the height of the summer, also known as the typical British ‘Summer holiday’ season. Airline sales also peak around summer months as well as winter months, which can also be associated with the holiday season.

In that same instance, Road and Rail stays fairly consistent throughout the financial year. This may be due to the fact that we rely on this sector for everyday commutes, and not just vacation-style journeys. 

For all Travel sectors, the least popular time to make a purchase (and therefore travel) is at the beginning of the year – January and February. We can assume that this is down to potential consumers’ state of affordability at the start of a new year. Again, this is because seasonal factors come into play and so, there is a need to improve holiday season performance – this is a challenge, however when we can gather that November through to December (the Christmas period) is driven by December online sales and festive shopping, which is often followed by a rest in spending. 

With this information, you can gather that this is a crucial time to introduce enticing opportunities for the customer. Personalised content in email campaigns could come into play here, alongside potentially your own sale period and online remarketing strategies.

Total Online Travel Sales by Device & Year

SaleCycle tracks and compiles data from user journeys in the Travel sector on both mobile and desktop to understand and then present the most authentic results. Year after year, it is clear that total online sales via mobile has increased when compared to desktop sales – presented here in this infographic. Although desktop sales are still leading the way in Travel, we can see that consumers are gradually becoming more confident in completing a purchase with their mobile device.

We saw this trend especially from the start of the pandemic to post-pandemic, where a total of 110% growth in online sales via mobile in travel occured. So how can you reduce mobile cart abandonment rates within the Travel Sector?

The Travel sector has been known for its desktop-heavy conversions, with excessive form fields and documents (such as booking terms and conditions), something that can seem daunting when compressed onto a small screen. 

However, it seems that Travel companies have caught onto this issue and are slowly but surely optimising their ecommerce pages to fit a mobile screen using tailored mobile form design strategies , overall improving the customer journey.

Testing different formats of ecommerce websites is something we highly recommend across all sectors. Doing ecommerce AB Testing best practices and website optimisation as a whole can produce the kind of positive results we see here in the Travel sector.

Online Travel Traffic vs Browse Abandonments

All ecommerce brands want to understand their customers to the best possible degree in order to capture a sale. By comparing online traffic and browse abandonment rates, we are able to gauge intent levels of users throughout the year, which can be utilised to get you the best conversions going forwards.

In this Report, we can see that browse abandonment rates are at their highest in December at 83.43%, meaning that customers are currently more likely to decide against a purchase at this time of year compared to any other month. February is also when there is the least amount of online traffic, which we can see here in this graph. 

However, browsing still exists and therefore can still be utilised to create engagement. Call to action tools such as browse abandonment emails and browse reminders would be most useful during this time, to remind your customers to reconsider their commercial intent. It’s vital to keep these potential customers engaged over the long term.

As mentioned in the Report previously, mobile is leading the way when it comes to online traffic and browsing travel sites, taking up a total of 59% of all online traffic, which is 4% higher that the previous year.

However, total online sales via mobile is just 37.5%, paired with a mobile browse abandonment rate of 84%. This suggests users use their mobile devices to browse more than purchase.

So, in order to maximise online sales opportunities, travel ecommerce sites need to consider this phase of the consumer’s journey and put tools in place to help make that final purchase decision. Email marketing including browse abandonment emails alongside email personalisation are just some of the many methods we at SaleCycle cover, to see a positive shift in overall conversion rates.

Online Travel Cart Abandonment Email Metrics

Our 2023 Travel Ecommerce Stats & Trends Report has shown that Travel sector email open rates, compared to the overall ecommerce market, are significantly much higher: 

• Ecommerce Average: 34.97%
• Travel Sector Average: 57.91%

This could be down to travel businesses using personalisation in emails to their advantage – for example, features such as personalised destination data. 

Call to action, or ecommerce CTA , also plays an important role in the travel sector with fluctuating prices, peaking the interest of customers and driving them to make a faster purchase decision.

As a whole, cart abandonment emails perform very well in the travel industry. We know that travel customers take a longer amount of time to complete a purchase compared to other ecommerce sectors, and therefore marketing correctly with cart abandonment emails can play a huge role in helping that decision along.

So overall – well-timed, multicycle cart abandonment emails are a great tool.

Online Travel and Universal Search

With the advent of universal search, whereby Google shows multimedia results, the days of ten blue links on search results pages are long gone.

For online travel searches, more space is now being taken up by universal search elements.

These include Knowledge Graphs , which appeared in 65% of desktop and 22% of mobile travel searches, maps (17% desktop, 23% mobile), and images (18% desktop, 15% mobile).

Tripadvisor and Online Travel Research

With more than 325m monthly users, Tripadvisor is in a position to influence a lot of online travel purchases.

Travel customers who visit Tripadvisor are also more likely to take time over research, with more than 80% taking more than four weeks to complete a purchase.

It’s also a popular starting point for many travel searches, especially in the earliest phases of travel research.

Abandonment Rates in Travel

The average abandonment rate for online travel sites was 85.63% in 2022, according to our recent data.

For comparison, the average overall ecommerce abandonment rate was 79.53%.

Online travel generally involves a longer research and booking process, and can be the high cost purchases, so this does mean abandonment rates can be relatively high.

Some travel purchases can be simpler than others, such as hiring cars and booking hotels, so we see lower abandonment rates for these types of travel sites.

Online Travel Abandonment Trends

Abandonment rates tend to be lowest at peak times for buying, such as promotional events, or during certain seasons.

For this reason we can see a dip in abandonment rates for most travel sectors around January, perhaps as people begin to book holidays for the summer.

For airlines and travel especially, we see a further dip in abandonment rates around May, possibly due to travellers booking last minute holidays for the summer months.

Why Hotels Should Ask Customers to Leave Reviews

A report from TrustYou finds strong reasons why hotels should contact customers and ask for reviews.

• 80% of customers who received a request left a review. Just 22% wrote a review without being asked.
• The majority (54%) of guests have experience writing and submitting at least one review in the previous 12-months.
• On average, 95% of traveler reviews are positive; 93% of travelers’ most recent reviews are reportedly positive.

Why Travel Bookers Prefer Apps to Mobile Web

Travelport Digital looked into the travel activities people use apps for and why they would choose to use apps ahead of mobile websites.

Speed and increased functionality were the most popular reasons to favour apps, as well as the ability to receive useful updates.

People value updates on trip status, price alerts and discounts, as well as reminders of bookings in progress.

The key theme here is user experience. Apps can mean a better experience, and the travel brands with the best apps stand to benefit here.

Best Travel Sites on Mobile

According to a Google study of speed and usability, these are the UK’s top ten travel sites on mobile.

Hotel Conversion Rates

The average conversion rate for hotels is 2.2%, according to a study by Fastbooking .

However, conversion rates vary between hotel sites, with the top 20% of hotels averaging 5.6% compared with 0.3% for the bottom 20%.

Preferred Devices for Travel Bookings by Country

Desktop remains the most popular device for making travel bookings, according to a report from EyeforTravel .

Airlines and Social Customer Service

A study from Conversocial looks at the performance of US and Europe / Middle Eastern airlines on social media.

It found that US airlines respond faster on average, but are less responsive overall than their EMEA counterparts.

Travel Booking Search Trends

The Travel Market Performance Report from PI Datametrics looks at search trends in the travel industry.

The report looks at share of voice across the UK flights market, showing the sites that appear most often for flight related search terms.

The top 3 performers own 52.6% of the entire flights market, with Easyjet the best performing airline.

In the US, there’s a similar pattern, with the top three owning 57% of the entire flights category.

Reviewed by Brad Ward Written by Brad Ward — Updated on 22/08/2023

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Online Travel Booking Platform Market Analysis APAC, North America, Europe, South America, Middle East and Africa - US, China, Japan, Germany, UK - Size and Forecast 2023-2027

• Published: Mar 2023
• SKU: IRTNTR44504

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Online Travel Booking Platform Market Report 2023-2027

The online travel booking platform market is poised to grow by USD 943.60 billion  accelerating at a CAGR of 14.64% between 2023 and 2027. Additionally, the market is fragmented in nature and shows a YOY growth of  13.45% . The report covers diverse dimensions such as the market size of forecast and historic data, influential drivers, analysis of prominent vendors, and evolving trends, presenting a comprehensive outlook on the global market scenario.

The growth of the market depends on factors such as increasing internet and smartphone penetration, increasing consolidation of online travel agencies, and differential packaging methods used by vendors.  The comprehensive report of online travel booking platform market offers crucial insights of the industry's changing dynamics, helping businesses to identify growth opportunities in the constantly evolving digital retail landscape.

The market is Segmented as 

1.  Platform-  The platform segment is classified into  mobile/tablet and desktop/laptop.

2. Type - The   type segment is classified into  packages and direct.

Online Travel Booking Platform Market market size, Request for Free Report Sample

The increasing consolidation of online travel agencies significantly propels the growth of the online travel booking platform market . The sector features major players engaged in intense competition, intensified by the growth of the travel and tourism market, resulting in numerous mergers and acquisitions. Vendors are forming strategic alliances to enhance market reach and customer bases, leveraging technologies like metasearch and dynamic pricing. The prevalence of strategic alliances is expected to drive market penetration, evident in recent M&A activities, such as eDreams ODIGEO's agreement with RoamAmore Inc. in January 2020 and Lastminute.com's acquisition of iTraveller.com in July 2020. These trends anticipate sustained growth in the online travel booking service market.

Dynamic pricing emerges as a pivotal trend shaping the growth of the online travel booking platform market . Vendors employ this strategy to optimize earnings during peak seasons in specific locations by adjusting prices based on the average number of travelers to a destination. For instance, if a particular country or region experiences heightened travel during a specific period, prices for hotels, flights, and other amenities rise in response to demand. Dynamic pricing proves advantageous in attracting more tourists during off-peak seasons, allowing vendors to enhance profits compared to fixed pricing techniques. This approach is poised to contribute to the continued growth of the global online travel booking service market.

Online Travel Booking Platform Market Report Coverage

Online travel booking platform market segmentation.

• Online Travel Booking Platform Market Regional Analysis
• Online Travel Booking Platform Market Companies Contribution

The online travel booking service market share growth by the mobile/tablet segment will be significant during the forecast period. Many customers use their phones for booking, with the increasing adoption of smartphones and the availability of multiple travel applications. Hence, vendors constantly update their mobile applications to provide a personalized experience to their customers. They also offer coupons and discounts for downloading, referring, and using mobile applications.

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The mobile/tablet segment was valued at USD 315.33 billion in 2017 and continued to grow until 2021. The rising number of mobile applications for room bookings, restaurant bookings, car rentals, and travel tickets is expected to increase the use of mobiles/tablets for online travel bookings during the forecast period. Airlines, hotels, and online travel agencies made applications and mobile websites that are easy to use. This will increase their adoption during the forecast period.

Online Travel Booking Platform Market Regional Analysis

For more insights on the market share of various regions Download PDF Sample now!

APAC  is estimated to contribute 36% to the growth of the global market during the forecast period.

North America is another key region in the global online travel booking platform market. The US and Canada are the main revenue-generating countries for the regional market. The growth of the market in North America is attributed to factors such as the growing population of baby boomers, the increasing demand for micro trips, the rising demand for multigenerational customized travels, the increasing number of domestic tourist destinations, growth in disposable income, and the rising expenditure in leisure and travel activities. Moreover, North America has a well-connected transportation infrastructure, numerous luxurious hotels, and exotic destinations. These factors will promote the growth of the market in the region during the forecast period.

Online Travel Booking Platform Market Companies Contribution

Airbnb Inc. -  The company offers online travel booking platforms for booking of accommodations and hosting. The company also offers vacation rentals, which provides holiday homeowners and agents a platform to manage their rentals.

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:

• BlueStar Air Travel Services I Pvt. Ltd.
• Booking Holdings Inc.
• DirectVision SRL
• eDreams ODIGEO
• Expedia Group Inc.
• Fareportal Inc
• Happyeasygo Group
• Hopper Inc.
• Hostel World Group Plc
• Kiwi.com sro
• Lastminute.com NV
• MakeMyTrip Ltd.
• OneTwoTrip Ltd.
• Thomas Cook India Ltd.
• Trip.com Group Ltd.
• TripAdvisor LLC
• Yatra Online Inc.

Online Travel Booking Platform Market Challenges 

The online travel booking platform market faces a challenge from offline travel agencies, which hold a significant share in the global travel industry due to low awareness . Certain customers, particularly in the 50-70 age group, prefer in-person interactions for confirming travel bookings. Families also opt for travel agents despite the availability of low-cost alternatives. Offline service providers, often regional, with multiple offices across the country, are favored by customers with limited internet knowledge, contributing to their substantial market share. The presence of these offline agents poses a challenge to the growth of the global online travel booking service market during the forecast period.

The data presented is comprehensive, reliable, and a result of extensive research - both primary and secondary. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth. For details analysis BUY FULL REPORT.

What are the Key Data Covered in this Online Travel Booking Platform Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market  between 2023 and 2027
• Precise estimation of the size of the market  size and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming trends and changes in consumer behaviour
• Growth of the market industry across APAC, North America, Europe, South America, and Middle East and Africa
• Thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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1 Executive Summary

• Exhibit 01: Executive Summary – Chart on Market Overview
• Exhibit 02: Executive Summary – Data Table on Market Overview
• Exhibit 03: Executive Summary – Chart on Global Market Characteristics
• Exhibit 04: Executive Summary – Chart on Market by Geography
• Exhibit 05: Executive Summary – Chart on Market Segmentation by Platform
• Exhibit 06: Executive Summary – Chart on Market Segmentation by Type
• Exhibit 07: Executive Summary – Chart on Incremental Growth
• Exhibit 08: Executive Summary – Data Table on Incremental Growth
• Exhibit 09: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

• Exhibit 10: Parent market
• Exhibit 11: Market Characteristics

3 Market Sizing

• Exhibit 12: Offerings of vendors included in the market definition
• Exhibit 13: Market segments
• 3.3 Market size 2022
• Exhibit 14: Chart on Global - Market size and forecast 2022-2027 ($ billion)
• Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ billion)
• Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
• Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)

4 Historic Market Size

• Exhibit 18: Historic Market Size – Data Table on Global online travel booking platform market 2017 - 2021 ($ billion)
• Exhibit 19: Historic Market Size – Booking Platform Segment 2017 - 2021 ($ billion)
• Exhibit 20: Historic Market Size – Type Segment 2017 - 2021 ($ billion)
• Exhibit 21: Historic Market Size – Geography Segment 2017 - 2021 ($ billion)
• Exhibit 22: Historic Market Size – Country Segment 2017 - 2021 ($ billion)

5 Five Forces Analysis

• Exhibit 23: Five forces analysis - Comparison between 2022 and 2027
• Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027
• Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027
• Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027
• Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027
• Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027
• Exhibit 29: Chart on Market condition - Five forces 2022 and 2027

6 Market Segmentation by Platform

• Exhibit 30: Chart on Platform - Market share 2022-2027 (%)
• Exhibit 31: Data Table on Platform - Market share 2022-2027 (%)
• Exhibit 32: Chart on Comparison by Platform
• Exhibit 33: Data Table on Comparison by Platform
• Exhibit 34: Chart on Mobile/tablet - Market size and forecast 2022-2027 ($ billion)
• Exhibit 35: Data Table on Mobile/tablet - Market size and forecast 2022-2027 ($ billion)
• Exhibit 36: Chart on Mobile/tablet - Year-over-year growth 2022-2027 (%)
• Exhibit 37: Data Table on Mobile/tablet - Year-over-year growth 2022-2027 (%)
• Exhibit 38: Chart on Desktop/laptop - Market size and forecast 2022-2027 ($ billion)
• Exhibit 39: Data Table on Desktop/laptop - Market size and forecast 2022-2027 ($ billion)
• Exhibit 40: Chart on Desktop/laptop - Year-over-year growth 2022-2027 (%)
• Exhibit 41: Data Table on Desktop/laptop - Year-over-year growth 2022-2027 (%)
• Exhibit 42: Market opportunity by Platform ($ billion)
• Exhibit 43: Data Table on Market opportunity by Platform ($ billion)

7 Market Segmentation by Type

• Exhibit 44: Chart on Type - Market share 2022-2027 (%)
• Exhibit 45: Data Table on Type - Market share 2022-2027 (%)
• Exhibit 46: Chart on Comparison by Type
• Exhibit 47: Data Table on Comparison by Type
• Exhibit 48: Chart on Packages - Market size and forecast 2022-2027 ($ billion)
• Exhibit 49: Data Table on Packages - Market size and forecast 2022-2027 ($ billion)
• Exhibit 50: Chart on Packages - Year-over-year growth 2022-2027 (%)
• Exhibit 51: Data Table on Packages - Year-over-year growth 2022-2027 (%)
• Exhibit 52: Chart on Direct - Market size and forecast 2022-2027 ($ billion)
• Exhibit 53: Data Table on Direct - Market size and forecast 2022-2027 ($ billion)
• Exhibit 54: Chart on Direct - Year-over-year growth 2022-2027 (%)
• Exhibit 55: Data Table on Direct - Year-over-year growth 2022-2027 (%)
• Exhibit 56: Market opportunity by Type ($ billion)
• Exhibit 57: Data Table on Market opportunity by Type ($ billion)

8 Customer Landscape

• Exhibit 58: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

9 Geographic Landscape

• Exhibit 59: Chart on Market share by geography 2022-2027 (%)
• Exhibit 60: Data Table on Market share by geography 2022-2027 (%)
• Exhibit 61: Chart on Geographic comparison
• Exhibit 62: Data Table on Geographic comparison
• Exhibit 63: Chart on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 64: Data Table on APAC - Market size and forecast 2022-2027 ($ billion)
• Exhibit 65: Chart on APAC - Year-over-year growth 2022-2027 (%)
• Exhibit 66: Data Table on APAC - Year-over-year growth 2022-2027 (%)
• Exhibit 67: Chart on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 68: Data Table on North America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 69: Chart on North America - Year-over-year growth 2022-2027 (%)
• Exhibit 70: Data Table on North America - Year-over-year growth 2022-2027 (%)
• Exhibit 71: Chart on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 72: Data Table on Europe - Market size and forecast 2022-2027 ($ billion)
• Exhibit 73: Chart on Europe - Year-over-year growth 2022-2027 (%)
• Exhibit 74: Data Table on Europe - Year-over-year growth 2022-2027 (%)
• Exhibit 75: Chart on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 76: Data Table on South America - Market size and forecast 2022-2027 ($ billion)
• Exhibit 77: Chart on South America - Year-over-year growth 2022-2027 (%)
• Exhibit 78: Data Table on South America - Year-over-year growth 2022-2027 (%)
• Exhibit 79: Chart on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 80: Data Table on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
• Exhibit 81: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
• Exhibit 82: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)
• Exhibit 83: Chart on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 84: Data Table on US - Market size and forecast 2022-2027 ($ billion)
• Exhibit 85: Chart on US - Year-over-year growth 2022-2027 (%)
• Exhibit 86: Data Table on US - Year-over-year growth 2022-2027 (%)
• Exhibit 87: Chart on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 88: Data Table on China - Market size and forecast 2022-2027 ($ billion)
• Exhibit 89: Chart on China - Year-over-year growth 2022-2027 (%)
• Exhibit 90: Data Table on China - Year-over-year growth 2022-2027 (%)
• Exhibit 91: Chart on UK - Market size and forecast 2022-2027 ($ billion)
• Exhibit 92: Data Table on UK - Market size and forecast 2022-2027 ($ billion)
• Exhibit 93: Chart on UK - Year-over-year growth 2022-2027 (%)
• Exhibit 94: Data Table on UK - Year-over-year growth 2022-2027 (%)
• Exhibit 95: Chart on Germany - Market size and forecast 2022-2027 ($ billion)
• Exhibit 96: Data Table on Germany - Market size and forecast 2022-2027 ($ billion)
• Exhibit 97: Chart on Germany - Year-over-year growth 2022-2027 (%)
• Exhibit 98: Data Table on Germany - Year-over-year growth 2022-2027 (%)
• Exhibit 99: Chart on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 100: Data Table on Japan - Market size and forecast 2022-2027 ($ billion)
• Exhibit 101: Chart on Japan - Year-over-year growth 2022-2027 (%)
• Exhibit 102: Data Table on Japan - Year-over-year growth 2022-2027 (%)
• Exhibit 103: Market opportunity by geography ($ billion)
• Exhibit 104: Data Tables on Market opportunity by geography ($ billion)

10 Drivers, Challenges, and Trends

• 10.1 Market drivers
• 10.2 Market challenges
• Exhibit 105: Impact of drivers and challenges in 2022 and 2027
• 10.4 Market trends

11 Vendor Landscape

• 11.1 Overview
• Exhibit 106: Overview on Criticality of inputs and Factors of differentiation
• Exhibit 107: Overview on factors of disruption
• Exhibit 108: Impact of key risks on business

12 Vendor Analysis

• Exhibit 109: Vendors covered
• Exhibit 110: Matrix on vendor position and classification
• Exhibit 111: Airbnb Inc. - Overview
• Exhibit 112: Airbnb Inc. - Product / Service
• Exhibit 113: Airbnb Inc. - Key offerings
• Exhibit 114: BlueStar Air Travel Services I Pvt. Ltd. - Overview
• Exhibit 115: BlueStar Air Travel Services I Pvt. Ltd. - Product / Service
• Exhibit 116: BlueStar Air Travel Services I Pvt. Ltd. - Key offerings
• Exhibit 117: Booking Holdings Inc. - Overview
• Exhibit 118: Booking Holdings Inc. - Business segments
• Exhibit 119: Booking Holdings Inc. - Key offerings
• Exhibit 120: Booking Holdings Inc. - Segment focus
• Exhibit 121: DirectVision SRL - Overview
• Exhibit 122: DirectVision SRL - Product / Service
• Exhibit 123: DirectVision SRL - Key offerings
• Exhibit 124: eDreams ODIGEO - Overview
• Exhibit 125: eDreams ODIGEO - Business segments
• Exhibit 126: eDreams ODIGEO - Key offerings
• Exhibit 127: eDreams ODIGEO - Segment focus
• Exhibit 128: Expedia Group Inc. - Overview
• Exhibit 129: Expedia Group Inc. - Business segments
• Exhibit 130: Expedia Group Inc. - Key offerings
• Exhibit 131: Expedia Group Inc. - Segment focus
• Exhibit 132: Fareportal Inc - Overview
• Exhibit 133: Fareportal Inc - Product / Service
• Exhibit 134: Fareportal Inc - Key offerings
• Exhibit 135: Happyeasygo Group - Overview
• Exhibit 136: Happyeasygo Group - Product / Service
• Exhibit 137: Happyeasygo Group - Key offerings
• Exhibit 138: Hopper Inc. - Overview
• Exhibit 139: Hopper Inc. - Product / Service
• Exhibit 140: Hopper Inc. - Key offerings
• Exhibit 141: Hostel World Group Plc - Overview
• Exhibit 142: Hostel World Group Plc - Product / Service
• Exhibit 143: Hostel World Group Plc - Key news
• Exhibit 144: Hostel World Group Plc - Key offerings
• Exhibit 145: Kiwi.com sro - Overview
• Exhibit 146: Kiwi.com sro - Product / Service
• Exhibit 147: Kiwi.com sro - Key offerings
• Exhibit 148: Lastminute.com NV - Overview
• Exhibit 149: Lastminute.com NV - Product / Service
• Exhibit 150: Lastminute.com NV - Key offerings
• Exhibit 151: MakeMyTrip Ltd. - Overview
• Exhibit 152: MakeMyTrip Ltd. - Business segments
• Exhibit 153: MakeMyTrip Ltd. - Key offerings
• Exhibit 154: MakeMyTrip Ltd. - Segment focus
• Exhibit 155: OneTwoTrip Ltd. - Overview
• Exhibit 156: OneTwoTrip Ltd. - Product / Service
• Exhibit 157: OneTwoTrip Ltd. - Key offerings
• Exhibit 158: Thomas Cook India Ltd. - Overview
• Exhibit 159: Thomas Cook India Ltd. - Business segments
• Exhibit 160: Thomas Cook India Ltd. - Key offerings
• Exhibit 161: Thomas Cook India Ltd. - Segment focus

13 Appendix

• 13.1 Scope of the report
• Exhibit 162: Inclusions checklist
• Exhibit 163: Exclusions checklist
• Exhibit 164: Currency conversion rates for US$
• Exhibit 165: Research methodology
• Exhibit 166: Validation techniques employed for market sizing
• Exhibit 167: Information sources
• Exhibit 168: List of abbreviations

Frequently Asked Questions?

How big is the online travel booking platform market market , what is the online travel booking platform market market growth, which segment accounted for the largest online travel booking platform market market share , who are the key players in the online travel booking platform market market , what are the factors driving the online travel booking platform market market .

• Increasing Internet and smartphone penetration
• Increasing adoption of online payment platforms

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50+ Stunning Online Travel Booking Stats [and Facts] 2024

• Last updated on May 1, 2023
• Author: Georgi Todorov

Since the recent pandemic, the travel and tourism industry has started to bounce back, but how people travel and make their travel bookings has changed significantly.

More and more people now plan, book, and manage all aspects of travel online, and the following statistics, facts, and trends will give you a peek into today’s travel industry .

Table of Contents

General online travel booking stats and facts 2024.

• Online travel sales worldwide have grown by 15.4%
• The global travel industry is worth $1.2 trillion
• Monday is the most popular day for travel purchases, while Saturday is the quietest day
• In 2021, revenue generated by the online travel industry was worth over $800 billion
• In the global tourism and travel market, online sales revenue is 66%
• On average, travelers visit 38 sites before finalizing and booking their travel
• 45% of travelers prefer to use one website for booking a trip from start to finish
• Most online travel bookings happen around 10 am, while the quietest time is 6 am
• Booking.com is the most used travel site with more than 443 million monthly active users
• When it comes to holiday packages, 80% are booked online
• 60% of online holiday bookers say it is their most expensive online purchase

Online Travel Booking Statistics for Industry and Market 2024

• In 2019, online digital travel sales were worth $755 billion globally
• Every year, 148.3 million travel bookings are made online
• The region with the highest growth potential is the Asia-Pacific region
• The worldwide online travel market is expected to reach $690.71 billion by 2026
• Only 44% of online traffic is converted to sales
• Travel booking comes in at number 4 in the easiest online buying experiences
• In 2018, digital worldwide travel sales amounted to $694 billion, a year-on-year increase of 10.4%
• In the US, the online travel booking market is worth $190.4 billion annually in sales

Online Booking Statistics vs. Travel Agency Statistics 2024

• Millennials prefer booking hotels via a travel agency , but 52% of them use the hotel website for more information
• 83% of adults in the US prefer to book their trips online
• According to travel statistics, 82% of travel agents say there is a need for digital retailing
• 41% of those surveyed prefer online travel agencies
• 29% of those surveyed prefer to book via traditional travel agents or operators
• 24.3% of people in the US use physical agencies to book their vacation

Online Travel Booking Statistics for Hotel Reservations 2024

• It is expected that 700 million people will choose to book their hotel rooms online by 2024
• Online hotel bookings have grown by 10.3%
• People under 35 are more likely to book hotel rooms using an OTA
• Many hotels report online sales to have a conversion rate of 2.2%
• Two-thirds of online hotel bookings are made directly from the hotel’s website
• The worldwide market volume for online hotel bookings is expected to exceed $174 million by 2022
• 57% of hotel bookings are made online
• In the US, one-third of leisure travelers stayed in privately owned accommodation

App Usage Stats 2024

• In the US, 83% of adults prefer to book travel online
• In 2018, 82% of all travel bookings were online using a mobile app or website
• The abandonment rate for shoppers making a travel purchase is 91% on a mobile device
• In 2021, mobile travel booking rates increased to 41%
• According to a recent survey, mobile users prefer apps rather than a mobile web page
• After introducing an app, digital travel companies reported bookings increased from 41% to 60%
• Around half of the users delete a travel app within a month of downloading it
• 72% of all mobile bookings take place within a 48-hour window
• Conversion rates for apps are five times better than mobile website booking
• 26% of travel app users prefer them because they work offline
• 82% of travelers say they will be downloading more travel apps than before

Online Travel Booking Trends 2024

• 70% of travelers use their smartphones to research travel options
• One-third of consumers report using a virtual travel assistant for organizing and planning their next trip
• According to Google data, the number of travel-related searches that include “tonight” and “today” have increased by over 519% during the last five years
• What do travelers use their mobile phones for? 70% search for things to do, 66% look for destinations, 58% finalize accommodation plans
• 87% of corporate travel managers and business travelers want the booking process to be made simpler
• More than 90% of travelers want a personalized online experience
• Beach vacations are 2.5 times more popular than city breaks
• Consumers spend 5 days on average researching their vacation
• More than half of global travelers now try to make more sustainable travel choices

You might be interested to check those related posts as well:

• 60+ Important Airbnb Stats and Facts [Usage and Trends] 2024
• 56 Stunning SoftBank Stats and Facts [Market Share] 2024
• 20 AB Testing Statistics 2024 [Every Marketers Should Know]

What percentage of worldwide travelers read online reviews before booking?

A good online reputation can significantly influence bookings, which is backed up by the fact that 95% of respondents read reviews before booking.

What percentage of online booking is mobile?

21% of travelers in the US book using a smartphone.

Globally, 31% of travelers booked using a mobile device in 2019, which rose to 37% the following year.

What percentage of airline booking is done online?

It is estimated that 63% of airline bookings are done online.

The statistics above clearly show that online travel booking is here to stay. For travelers, it makes managing travel plans much easier.

An increasing number of people are looking to travel now that the pandemic is over, which means there is likely to be an interest in traffic and interest in making travel bookings online.

The following resources were used to help compile these travel booking stats, facts, and trends:

• Condor Ferries
• Travel Perk
• Stratos Jet Charters
• Jersey Island Holidays

Georgi Todorov is the founder of ThriveMyWay, a website dedicated to teaching successful digital marketing strategies. Georgi is regularly called upon by companies seeking to develop and enhance their SEO and link-building strategies in order to achieve hockey stick growth. When Georgi isn’t working, you can find him getting close to nature, learning online or traveling.

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• Author: Alexander Eser
• Last updated: August 14, 2023
• Tags: Market Data , Travel and Tourism Statistics

Essential Travel Agent Industry Statistics in 2024

Our data has been cited by:.

Highlights: The Most Important Statistics

In 2019, travel agents accounted for 64% of total cruise bookings.

A study by ASTA said that about 27% of Millennial travelers used travel agents, a drastic increase from just 10 years ago.

In 2017, the global travel agency market was valued at approximately 314 billion U.S. dollars.

There were about 103,300 travel agents employed in the United States in 2019, and this figure was projected to decrease to 86,500 by 2029.

According to a study conducted by Statista, 40% of U.S. travel agency bookings were made online.

The travel agency industry in the U.S. suffered a decline in revenue of roughly 54.9% in 2020 due to the COVID-19 outbreak.

The corporate travel segment is projected to increase by 30.5% in 2021 compared to 2020.

Prior to the pandemic, about 76% of American leisure travelers used a travel agent to plan their trips.

The travel agency industry is anticipated to grow at a 2.3% CAGR from 2021 to 2028.

Nearly three-quarters (73%) of travelers say they prefer using a travel agent because it makes their lives easier.

Traveling, an activity synonymous with exploration and relaxation, has become one of the pillars of modern life. With a surge in global tourism, the role of travel agents grows profoundly significant. As professional connectors bridging the gap between demanding tourists and alluring tourist sites, travel agents have taken center stage in the travel industry.

This blog post helps you dive into the sea of data, shining a spotlight on the travel agent industry statistics. We’ll delve into compelling details of industry growth, trends, challenges, and forecasted potential, providing a comprehensive view of this dynamic industry. Stay tuned as we take a journey through the insightful world of travel agency statistics.

The Latest Travel Agent Industry Statistics Unveiled

Illuminating the magnitude of influence travel agents possess in the cruise industry, the astounding figure of 64% of total cruise bookings in 2019 can be linked back to them. This not only showcases the relevance of travel agents in a technologically advanced era but also highlights their proficiency in managing and promoting more complex travel, such as cruises, effectively.

Right from choice, convenience, to expert advice, travel agents prove to be a strong anchor in guiding traveler decisions, contributing significantly to the cruising industry’s growth trajectory. These insights offer a powerful look into the heart of the travel agent industry and its potential to shape the travel and tourism ecosystem.

The inclusion of the statistic noting millennial travelers’ elevated use of travel agents, according to a study by ASTA, leaves a noteworthy footprint on our understanding of evolving trends within the travel agent industry. This powerful data signifies a tidal shift from the customary self-serving online booking trend that ruled the last decade. It emphasizes a renewed faith of the millennial generation, widely recognized as digital natives, in travel agents.

Not only does it illuminate the resilience and relevance of travel agencies in the era of tech dominance, but it also gifts them with a fresh perspective and market to target for their services. Consequently, this striking revelation plays a pivotal role in our exploration of the dynamic landscape of the travel industry, strategically strengthening the narrative of the blog post.

The revelation of the global travel agency market’s value reaching a staggering 314 billion U.S. dollars in 2017 provides an exciting panorama of the industry’s financial power. This magnitude of wealth not only underlines the travel agency industry’s robust standing but it also presents a compelling picture of its substantive role in the global economy. It indeed ignites curiosity, as it invites readers to understand the dynamics that contributed to this massive output, making it a central piece in a puzzle that lets us better comprehend the intricate world of travel-agent industry statistics.

Reflecting on the fascinating travel agent industry landscape, it strikes that the recorded employment of around 103,300 travel agents in the U.S. in 2019, forecasted to dip to 86,500 by 2029, commands a meaningful understanding. With this statistic at hand, it artfully portrays the evolutionary pathway of the travel agent market and sketches the possible influences factors like technology or changing consumer behaviors might have on the industry’s future.

More importantly, it essentially offers a panoramic view assisting in mapping strategies for industry growth, workplace planning, and maintaining competitiveness over the turbulent tides of this highly dynamic and influential marketplace.

Peering through the lens of the digital revolution, the study by Statista shines a bright light on the changing landscape of the travel industry. It reveals that a solid 40% of U.S. travel agency bookings take place in the online realm, providing a clear indicator of the growing preference for digital interfaces over traditional booking methods.

This pivot to online platforms is not just a passing fad, but a significant shift inscribing the future trajectory of the industry. This change, captured in these insightful figures, underscores the urgency for travel agencies to embrace digital transformations, to cater to the online consumer better and toe-to-toe with the pace of technological evolution.

Diving into the heart of this alarming statistic, the precipitous 54.9% revenue plunge in the U.S. travel agency industry in 2020 stands as a stark testament to the devastating ramifications of the COVID-19 outbreak. In the tapestry of a blog post elucidating travel industry dynamics, this figure serves as a potent illustration of how global events can upend industry stability.

It underscores the magnitude of the pandemic’s impact, offering readers not just raw data, but a narrative of resilience and survival. This statistic invites readers to appreciate the harsh challenges faced by the industry, fostering more informed perspectives on its future recovery and the strategies in play to rekindle growth.

This projection of a 30.5% increase for the corporate travel sector in 2021 shines a beacon of hope, a welcoming green signal for the travel agent industry reeling from the challenges of 2020. It not only underscores a rebounding confidence in business travel but also points to a lucrative opportunity for travel agencies to tap into this growing market.

As they plan their strategies, innovations, and business moves, this figure can act as a vital roadmap guiding them towards a segment that promises robust demand and profitable returns. Standing at this promising crossroad, the travel agent industry could harness this inspiring statistic to propel itself into a phase of restored growth and renewed vigor.

Delving further into the charming world of the travel industry, one cannot help but spotlight the key role that travel agents played prior to the pandemic; a considerable 76% of American leisure travelers placed their trust in these individuals for planning their trips.

This statistic not only underscores the dominance of travel agents in the travel ecosystem, but it also sets the stage for an intriguing discussion on the repercussions of this pattern, especially within the travel agent industry. It creates a dynamic before-and-after comparison platform, and measuring the pandemic’s impact becomes considerably more tangible, revealing the resilience or vulnerability of this sector.

Highlighting the forecasted growth of 2.3% CAGR in the travel agency industry from 2021 to 2028, serves as a beacon of information amidst an ocean of data. For those invested in the travel agent industry, be it owners, employees, stakeholders, or potential investors, this paints a positive picture for the coming years.

This golden snippet of data could canvas a roadmap leading towards profitable ventures. It not only exhibits the resilience of the industry, but also injects confidence among stakeholders about the industry’s potential to surface above the challenges, possibly posing the industry as an appealing prospect for new investments and initiatives.

Moreover, in a blog post about travel agent industry statistics, this nugget could be the pulse that maintains the reader’s lifeline of interest, encouraging readers to delve deeper into the analysis and understand what factors are contributing to this anticipated growth. It creates a background for rich discussions about adaptations, improvements, or innovations that are expected to propel the industry forward.

Delving into the numbers, the aforementioned statistic illuminates a vital aspect of the travel industry. With a mammoth 73% of travelers leaning towards travel agents to simplify their travel plans, it becomes clear how vital these agents are within the travel ecosystem. This statistic not only corroborates their importance, but it reaffirms their value proposition amidst an increasingly digital world.

For blog readers, this could be an eye-opener – underscoring the robust demand for personal touch in an era of online booking. Hence, it sketches a promising picture for the travel agent industry, indicating its palpable resilience and relevance for many.

The travel agent industry is a vital component of the global economy, demonstrated by the wide-ranging, dynamic statistics we’ve uncovered. As much as the industry continues to face shifts and challenges, it evidently continues to prove its relevance and resilience. Individuals around the world rely on the expertise, proficiency, connections, and personalized services of travel agents.

With the promising growth in online bookings, increasing importance of sustainable tourism, and rising trends in adventure travel, the potential for the future is immense. The statistics discussed provides an invaluable foundation to understand the big picture of the travel agent industry and the trends shaping its future. As we move forward, keeping an eye on these statistics will help stakeholders navigate their course in this ever-evolving industry.

0. – https://www.hostagencyreviews.com

1. – https://www.www.bls.gov

2. – https://www.www.travelmarketreport.com

3. – https://www.www.ibisworld.com

4. – https://www.www.ttgmedia.com

5. – https://www.www.cruisecritic.com

6. – https://www.www.grandviewresearch.com

7. – https://www.www.businesstravelnews.com

8. – https://www.www.statista.com

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