online travel booking revenue

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50 online travel booking statistics (latest 2024 figures).

Did you know that online travel booking had a $521 billion market size in 2023 ? And that this is estimated to hit $1 trillion in 2030 ?

As technology becomes a crucial part of our lives, the way that travellers plan and book their trips today have evolved. 

There are now websites and mobile apps to buy flight tickets, reserve cheap hotel rooms , and book travel experiences.

With the constant changes in traveller’s behaviour and consumer trends, it can be important to understand how researching is done for travels.

This includes understanding more deeply about the online travel booking market, the global leaders in this industry, as well as the current trends and how mobile booking compares to websites.

Today we have some interesting statistics about online travel booking for you. 

From the number of online travel companies there are currently to how the Coronavirus pandemic has impacted online booking.

Sources: With each stat, I have included the source for the data. Please go to the end of this post for a complete summary of all the sources and articles used here.

Travellerspoint

Online travel booking popular questions

What percentage of bookings are made online.

By 2019, 57% of all travel bookings were made online. Meanwhile, 68% of all sales in travel & tourism are made online in 2022.

What is the most popular travel booking site?

Booking.com was the most globally visited travel and tourism website in September 2023, when it received 554.5 million visits .

Which are the two largest online travel agencies worldwide?

In September 2023, Booking.com and Tripadvisor received around 554 million and 156 million visits, respectively.

How much is the global online travel sales?

In 2018, global online travel sales made $694 billion, a 10.4% increase compared to the previous year

Online travel booking main findings

• Online sales will generate 76% of revenue in the travel & tourism sector by 2028
• Among the many online travel agencies worldwide, Booking reported the highest revenue in 2021
• Marketplace bookings experienced a dramatic increase from 3.2% in 2017 to 9.1% in 2018, while direct online bookings fell from 79.2% to 66.7%
• 39% of users would download an app over using the mobile website because of the speed, while 30% enjoy the increased functionality of a mobile app
• 4 in 5 hotel customers who have been asked to leave a review do so
• Between 2016 and 2021, the portion of online travel sales via mobile has been steadily increasing compared to desktop or laptop, from only 36% to nearly 50% of all digital travel sales
• Around 50% of users in 2020 claimed that they made more last-minute travel bookings during the pandemic

Online travel booking market

What percentage of travel bookings are made online?

1. According to Statista, online sales will generate 76% of revenue in the travel & tourism sector by 2028.

Online travel booking is continuously taking up the travel booking market, and Statista estimates that by 2028, online sales will make up 76% of all revenue in travel and tourism.

2. In 2021, the online travel market size worldwide was $432 billion.

3. this figure rose slightly to $475 billion in 2022 and $521 billion in 2023..

The latest data on the global online travel agent industry stated that the market size in 2023 was $521 billion.

4. The online travel market size is predicted to reach over $1 trillion by 2030.

And with the rise of the digital nomad movement , the Internet will continue to play an increasingly large role in the travel industry.

5. The Singaporean online travel market size was the highest amongst selected Southeast Asian countries, with the gross merchandise value (GMV) recorded at $7 billion in 2023.

In comparison, in 2023, the Philippines saw an online travel market size of $3 billion.

6. In 2018, global online travel sales made $694 billion, a 10.4% increase compared to the previous year.

[JerseyIslandHolidays]

7. By 2019, 57% of all travel bookings were made online.

Travel bookings include accommodation, flight, tour, and other related activities.

8. Even back in 2012, 9 in 10 people researched their holiday online before making reservations, whereas 8 in 10 booked their holiday online.

[TravelWeekly]

Online travel booking has been a huge thing this past decade. In 2012, 90% of people conducted online research before booking their holidays. Meanwhile, 80% of people did their bookings online.

Online travel companies

What are the leading online travel agencies in the world?

9. Among the many online travel agencies worldwide, Booking reported the highest revenue in 2021.

In 2021, Booking.com was the online travel agency with the highest revenue.

10. Their revenue has consistently increased from $1.41 billion in 2007 to a record high of $15.07 billion in 2019.

11. as of december 2022, booking.com has a market cap of $78,171 million, making it the global market leader..

In terms of the online travel company market, Booking.com dominated with $78.17 billion in market capitalization in December 2022.

12. The second place goes to Airbnb with a market cap of $54,137 million.

Meanwhile, Airbnb has the second highest market capitalization with $54,137 million .

13. In the US in 2018, Tripadvisor used to be the leading travel website as it attracted 18% of all online users.

In 2018, the most popular travel website in the US was Tripadvisor, which was used by 18% of American online travel users .

14. Hotels.com ranked fourth at 11%, while Booking.com and Expedia placed sixth and seventh with 9% each.

15. booking.com was the most globally visited travel and tourism website in september 2023, when it received 554.5 million visits..

In terms of website visits, Booking.com is the most visited travel and tourism website in the world. It received 554.5 million visits in September 2023 alone.

16. With 156 million visits in September 2023, Tripadvisor is the second most visited travel and tourism website worldwide.

Online travel booking trend.

How many people make travel bookings online?

17. The majority of travellers in the US claim that they’d spend less than a week researching once they have decided to travel.

[Facebook IQ]

Most travellers from the US spend less than a week researching their travels.

18. The most popular day of the week for people to book trips on is Monday, while Saturday is the least popular.

[TrekkSoft]

TrekkSoft referred to 3 random data points between August and September 2019.

19. Meanwhile, the busiest time of day for booking is 10am CET. 6am CET is usually the least busy time.

20. marketplace bookings experienced a dramatic increase from 3.2% in 2017 to 9.1% in 2018, while direct online booking fell from 79.2% to 66.7%..

From 2017 to 2018, there was a significant increase in marketplace booking from 3.2% to 9.1%. On the other hand, less people booked directly on travel accommodation and company websites (from 79.2% to 66.7%).

21. By 2023, 700 million guests will book hotel rooms online.

It is estimated that 700 million guests will be booking their hotel rooms online by 2023.

22. A survey in the US in 2023 revealed that the most popular brand for flight search engine online bookings was Expedia.

This was a representative online survey with 2,405 consumers in the US.

23. Meanwhile, the most popular option for hotel and private accommodation online bookings in the United States was Booking.com, with Hotels.com and Expedia following.

Mobile and app travel booking.

How do mobile travel bookings compare with app bookings?

24. 39% of users would download an app over using the mobile website because of the speed, while 30% enjoy the increased functionality of a mobile app.

[SaleCycle]

Two of the most popular benefits of mobile apps compared to websites are the increased speed and functionality.

25. 1 in 5 users also report better user experience as a major reason for downloading a travel booking app.

20% of users also report that they download travel booking apps because of the better user experience.

26. Moreover, 11% download the app for the reward and discount the company offers.

Meanwhile, only 11% of users download a travel booking app for the reward and discounts they get.

27. Between 2016 and 2021, the portion of online travel sales via mobile has been steadily increasing compared to desktop or laptop, from only 36% to nearly 50% of all digital travel sales.

The last 5 years have been an important period for the growth of online travel sales via mobile as it increased from 36% to almost 50% of all digital travel sales.

28. In 2018, 82% of travel bookings were online either through websites or mobile applications.

29. nearly half (48%) of mobile phone users would be happy to book and plan a trip to a new place only using their mobile device..

37% of millennial parents actually rely on online reviews when picking where to visit.

30. The conversion rate for bookings made via mobile phone is only 0.7%, less than half of bookings made through desktop at a 2.4% conversion rate.

People are more likely to go through with their bookings when accessing websites through desktop (2.4% conversion rate) than mobile (0.7%).

31. 46% of all solo travellers make their hotel bookings by mobile.

[Phocus Wire]

Online travel booking is very important for solo travellers. In fact, 46% rely on mobile apps and access to book their hotels.

32. In 2022, the most downloaded OTA app worldwide was the Booking.com mobile app, which had 80 million total downloads on iOS and Google Play in that year.

The second place was secured by Airbnb, which had approximately 52 million mobile app downloads in 2022.

33. Between 2023 and 2027, the travel segment of the mobile app market is expected to increase by a total of 64%, or $0.8 billion, until it reaches $2 billion by 2027.

Reviews in online travel booking.

How many customers leave reviews when booking travels online?

34. 4 in 5 hotel customers who have been asked to leave a review do so.

35. meanwhile, 22% of customers would write a review without being requested..

22% of hotel customers always leave a review without being asked.

36. 95% of all reviews by travellers are positive.

An overwhelming majority (95%) of hotel reviews by customers are positive.

37. Tripadvisor’s report states that 96% of users think that reading reviews is important for their booking process.

[TripAdvisor]

83% of users usually refers to reviews before deciding on a hotel, while 76% depends on guest-uploaded travel photos for decisions.

38. According to SaleCycle, 54% of guests have written at least one review in the last 12 months.

More than half of all guests have written at least one review in the last year.

Coronavirus and online travel booking

How did the Covid-19 pandemic affect the online travel booking sector?

39. Booking.com’s revenue dropped from $15 billion in 2019 to only $6.8 billion in 2020.

The Covid-19 pandemic has caused Booking.com’s revenue to decrease by more than half in 2020, to just $6.8 billion.

40. Expedia, the online travel agency making the second highest revenue, experienced a similar decrease from $12 billion the previous year to around $5.2 billion in 2020.

41. tripadvisor’s revenue fell by almost 55% from $1.56 billion in 2019 to $604 million in 2020..

The popular travel destination and accommodation website, Tripadvisor, also saw a dramatic 55% decrease in revenue from $1.56 billion in 2019 to $604 million in 2020..

42. Around 50% of users in 2020 claimed that they made more last-minute travel bookings during the pandemic.

The future of online travel booking

What will online travel booking look like in the future?

43. According to SaleCycle, 30% of guests in a hotel who interact with a Chatbot would spend more than those who don’t.

Chatbots in hotel websites can play a crucial role in customer spending.

44. Almost 7 in 10 travellers use voice search technology when planning their trip.

70% of all travellers worldwide use voice search technology during the planning stage of their trip , and it’s reasonable to assume that this percentage would increase.

45. 67% of high-income tourists choose to spend money on experiences over expensive hotel rooms.

A majority of high-income tourists claim they would choose to spend more money on travel experiences than expensive hotel rooms.

46. 73% of tourists say that they plan to stay in an eco-friendly accommodation within the next year.

Region specific online travel booking statistics, 47. in canada, the top two products on a “travel product online bookings” survey in 2023 were hotels and flight tickets..

The travel survey was done online among 2,006 respondents in Canada , in which the top answers had been hotels and flight tickets.

48. The same top two answers came up in a similar survey in the US.

In the US, the travel survey was conducted among 10,011 respondents.

49. In 2023, the “travel product online bookings” survey in the UK also revealed hotels and flight tickets as the most common answers.

British respondents of a 2023 travel survey revealed that the most booked travel products online were hotels and flight tickets.

50. The same series of survey showed that in India, the top two most popular type of online booking for travel products were long distance train tickets and hotels.

Interestingly, when the survey was conducted among 4,034 participants in India , the top two answers changed.

In 2023, the most popular type of travel products that Indians tend to book online are hotels and long distance train tickets.

To conclude, it’s safe to say, based on data at least, that the online travel booking market will only grow and become more prevalent. 

As we expect the market size to increase and take over traditional booking methods, travel-related businesses would benefit from developing their online booking system, especially where corporate and business travel is concerned.

Among the many online travel companies worldwide, Booking.com was the one to record the highest revenue back in 2020. 

Meanwhile, Tripadvisor leads in terms of website visits as it became the most visited travel and tourism website.

While revenue for most companies had fallen due to the Coronavirus pandemic, this was to be expected as other businesses also experienced a decrease during this trying time.

At the same time, people have made more last-minute travel decisions in this pandemic era.

We can easily assume that online websites and mobile apps play a crucial role in their planning and booking.

We hope these statistics have been useful to help you understand more about online travel booking! 

Did we miss any important information? 

Drop your comments and thoughts down below.

Interested in our other statistic guides?

• Europe Travel & Tourism Statistics
• Female Travel Statistics
• Family Travel & Tourism Statistics
• RV Industry Statistics
• Travel Weekly
• Trip Advisor
• Phocus Wire
• Facebook IQ

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Global Online Travel Booking Market 2024–2033

Online travel booking market size, trends and insights by type of travel services (flight booking, hotel booking, package booking, cruise booking, others), by platforms (online travel agencies (otas), direct travel websites, mobile apps, others), by user demographics (business travelers, leisure travelers, budget travelers, luxury travelers, others), by age group (22-31 years, 32-43 years, 44-56 years, >56 years), and by region - global industry overview, statistical data, competitive analysis, share, outlook, and forecast 2024–2033.

Report Code: CMI40653

Published Date: February 2024

Pages: 320+

Category: Consumer Goods

• Product Description

Table of Contents

• Methodology
• Key Players

Report Snapshot

Source: CMI

Major Players

• Booking Holdings Inc.
• Expedia Group
• com Group Limited
• MakeMyTrip Limited
• com International Ltd.

Exclusive, in-depth market intelligence can help you increase your Revenue.

Reports Description

As per the current market research conducted by CMI Team, the global Online Travel Booking Market is expected to record a CAGR of 12.6% from 2023 to 2032. In 2023, the market size is projected to reach a valuation of USD 546.3 Billion . By 2032, the valuation is anticipated to reach USD 1589.6 Billion .

The Online Travel Booking Market represents a dynamic sector where digital platforms facilitate the planning and reservation of travel services. It encompasses a wide range of offerings, including flights, hotels, car rentals, packages, and activities.

These platforms leverage advanced technologies for seamless user experiences, offering real-time information, reviews, and personalized recommendations. The market has evolved with changing consumer preferences, transitioning from traditional booking methods to online platforms.

Key players compete by diversifying services, introducing subscription models, and emphasizing health safety measures. The market continues to be a central hub for global travel, connecting users with a myriad of options for convenient and customized journeys.

Online Travel Booking Market – Significant Growth Factors

The Online Travel Booking Market presents significant growth opportunities due to several factors:

• Digital Transformation and Connectivity : The widespread adoption of digital platforms and increased internet connectivity globally drives the online travel booking market. Users access these platforms for seamless planning, comparison, and booking of travel services, contributing to the market’s growth.
• Changing Consumer Behavior : Evolving consumer preferences toward convenience, real-time information, and user-friendly interfaces propel the market. The shift from traditional booking methods to online platforms reflects a demand for flexibility, accessibility, and the ability to make informed decisions.
• Comprehensive Travel Offerings : The availability of diverse travel services, including flights, hotels, packages, and activities, attracts a broad customer base. Online travel platforms that offer comprehensive and one-stop solutions cater to the varied preferences of travelers, driving market expansion.
• Technological Innovations : Continuous technological advancements, including artificial intelligence (AI), machine learning, and augmented reality, enhance the online travel booking experience. Personalized recommendations, virtual assistance, and efficient search functionalities contribute to the attractiveness of these platforms, fostering market growth.
• Rise of Subscription Models : The opportunity lies in the growing popularity of subscription-based models. Online travel booking platforms can explore subscription services, providing users with exclusive benefits, discounts, and personalized offers, fostering customer loyalty and recurring revenue.
• Emphasis on Sustainable Travel : With increasing awareness of environmental sustainability, there is an opportunity for online travel platforms to promote and integrate sustainable travel options. Highlighting eco-friendly accommodations, carbon offset programs, and responsible travel practices can attract environmentally conscious travelers, aligning with the growing demand for sustainable tourism.

Online Travel Booking Market – Mergers and Acquisitions

The Online Travel Booking Market has seen several mergers and acquisitions in recent years, with companies seeking to expand their market presence and leverage synergies to improve their product offerings and profitability. Some notable examples of mergers and acquisitions in the Online Travel Booking Market include:

• In 2023, Hopper forged strategic partnerships with Hotelbeds and WebBeds, enhancing its global hotel supply network. These collaborations aim to broaden Hopper’s hotel inventory, providing customers with an improved selection and top-tier booking options, and reinforcing its commitment to delivering enhanced choices and experiences for travelers worldwide.
• In 2024, EasyJet will expand its partnership with TUI Musement Tours and Activities, offering customers the option to add experiences to their flight or holiday packages. This collaboration enhances easyJet’s offering, providing travelers with a seamless way to integrate tours and activities into their travel plans.

These mergers and acquisitions have helped companies expand their product offerings, improve their market presence, and capitalize on growth opportunities in the Online Travel Booking Market. The trend is expected to continue as companies seek to gain a competitive edge in the market.

COMPARATIVE ANALYSIS OF THE RELATED MARKET

Online Travel Booking Market – Significant Threats

The Online Travel Booking Market faces several significant threats that could impact its growth and profitability in the future. Some of these threats include:

• Cybersecurity Threats : The online travel booking market faces significant cybersecurity threats, including data breaches and hacking attempts. Unauthorized access to customer information, payment details, or disruptions in service due to cyber attacks poses a substantial risk to both users and the reputation of online travel platforms.
• Economic Downturns and Global Crises : Economic downturns and global crises, such as the COVID-19 pandemic, pose threats to the online travel booking market. Reduced consumer spending, travel restrictions, and uncertainties impact the industry, leading to cancellations, decreased bookings, and financial challenges for travel service providers.
• Regulatory Challenges : Evolving and stringent regulations in the travel industry, including changes in visa policies, taxation, and data protection laws, can present challenges for online travel booking platforms. Compliance issues and adapting to new regulatory frameworks may require significant adjustments and resources.
• Competitive Landscape and Price Wars : Intense competition among online travel platforms can lead to price wars, reducing profit margins and affecting the sustainability of businesses. Aggressive pricing strategies and heavy reliance on discounts to attract customers may impact the long-term profitability of market players.
• Global Health Emergencies : The emergence of global health emergencies, similar to the COVID-19 pandemic, remains a significant threat. Such events lead to widespread travel restrictions, cancellations, and a decline in consumer confidence. The uncertainty and fear associated with health crises directly impact the online travel booking market, leading to decreased demand and revenue loss.

Global Online Travel Booking Market 2023–2032 (By Age Group)

Category-Wise Insights

By Type of Travel Services:

• Flight Booking: Flight booking in the Online Travel Booking Market involves reserving airline tickets through digital platforms, offering real-time information, diverse options, and competitive pricing. Trends include dynamic pricing algorithms, personalized recommendations, and partnerships with airlines for exclusive deals.
• Hotel Booking: Hotel booking encompasses the online reservation of accommodations. This segment features a wide range of options, from budget to luxury, with trends emphasizing user reviews, loyalty programs, and the integration of smart technology for seamless stays.
• Package Booking: Package booking involves bundling multiple travel services like flights, hotels, and activities. This segment caters to users seeking convenience and cost savings. Trends include curated experiences, themed packages, and personalized itineraries for a comprehensive travel solution.
• Cruise Booking: Cruise booking pertains to reserving cruise ship experiences through online platforms. Trends in this segment include themed cruises, sustainability initiatives by cruise lines, and partnerships with online agencies to offer diverse cruise options, attracting a varied customer base.
• Others: The “Others” category encompasses additional travel services like train bookings, car rentals, and activity reservations. Trends involve the integration of unique travel experiences, partnerships with local vendors, and the use of emerging technologies to enhance the variety and accessibility of supplementary travel services.

By Platform

• Online Travel Agencies (OTAs): OTAs, like Booking.com and Expedia, act as intermediaries connecting travelers with multiple service providers. Trends include dynamic packaging, offering bundled deals, and adopting AI for personalized recommendations, enhancing the user experience. Collaboration with local businesses and diversification of services are prevalent.
• Direct Travel Websites: Direct travel websites, operated by airlines and hotels, enable users to book services directly. Trends focus on enhancing user interfaces, offering exclusive perks, and emphasizing loyalty programs. The integration of advanced technologies, such as chatbots and virtual assistants, enhances the booking process.
• Mobile Apps: Mobile apps for travel booking, like those from Airbnb and TripAdvisor, provide on-the-go convenience. Trends include seamless mobile experiences, push notifications for personalized offers, and integration of augmented reality for virtual tours. Mobile apps cater to the increasing demand for flexibility and instant access.
• Others: The “Others” category comprises emerging platforms like metasearch engines and online marketplaces. Trends involve innovative booking models, such as subscription services, and the integration of unique experiences like virtual travel. Experimentation with new technologies and a focus on niche markets characterize this diverse segment

Global Online Travel Booking Market 2023–2032 (By Type of Travel Services)

By User Demography

• Business Travelers: Online travel booking platforms cater to the specific needs of business travelers, offering seamless booking experiences, corporate travel management tools, and flexible itineraries. Trends include integrated expense management solutions and tailored business packages for efficient and stress-free travel arrangements.
• Leisure Travelers: Leisure travelers seek diverse and customizable experiences on online platforms, emphasizing user-friendly interfaces, personalized recommendations, and bundled packages. Trending features include virtual experiences, local immersion options, and eco-friendly travel choices.
• Budget Travelers: Online travel booking caters to budget-conscious travelers by offering cost-effective options, exclusive deals, and price comparison tools. Trends involve dynamic pricing models, flash sales, and loyalty programs focused on affordability, ensuring a seamless and economical booking experience.
• Luxury Travelers: Luxury travelers find curated and premium offerings on online platforms, featuring high-end accommodations, personalized services, and exclusive experiences. Trends include virtual concierge services, bespoke travel packages, and partnerships with luxury brands, elevating the online booking experience for discerning customers.
• Others: The “Others” segment encompasses diverse user demographics with specific travel preferences. Online platforms adapt to trends such as adventure-focused itineraries, family-friendly packages, and wellness-oriented travel options, ensuring a tailored approach to meet the unique demands of varied traveler segments.

By Age Group

• 22-31 Years: Individuals aged 22-31 are tech-savvy and prioritize experiences. This group heavily relies on mobile apps, seeks adventure, and values social media recommendations. Trend-wise, they drive demand for unique, budget-friendly travel options, driving online travel platforms to focus on dynamic content, social integration, and personalized experiences.
• 32-43 Years: Aged 32-43, this group seeks family-friendly and convenience-oriented travel. Online travel platforms target them with bundled packages, emphasizing ease of planning, and child-friendly accommodations. Trends include family-focused promotions, loyalty programs, and the integration of tech features catering to family travel needs.
• 44-56 Years: Individuals aged 44-56 prioritize comfort, cultural experiences, and flexibility. Online travel platforms appeal to this demographic with curated itineraries, luxury options, and flexible booking features. Trends include personalized recommendations, wellness-focused travel, and loyalty programs with exclusive benefits to cater to their discerning preferences.
• 56 Years: Beyond 56, travelers prioritize relaxation, safety, and cultural enrichment. Online travel platforms target this segment with guided tours, comfortable accommodations, and senior-friendly services. Trends include an emphasis on health and safety measures, river cruises, and flexible cancellation policies to cater to the preferences and concerns of mature travelers.

Report Scope

Online Travel Booking Market – Regional Analysis

The Online Travel Booking Market is segmented into various regions, including North America, Europe, Asia-Pacific, and LAMEA. Here is a brief overview of each region:

• North America : In North America, the trend is towards experiential and adventure travel. Online travel platforms witness a demand for outdoor activities, national park visits, and road trips. Sustainability is a key focus, with travelers seeking eco-friendly accommodations and responsible tourism practices.
• Europe : Europe emphasizes cultural immersion and slow travel. Online travel platforms in this region see a rising interest in historical city tours, gastronomic experiences, and sustainable tourism. Travelers often prioritize exploring off-the-beaten-path destinations, contributing to the growth of niche and local experiences.
• Asia-Pacific : Asia-Pacific is witnessing a surge in wellness and spiritual tourism. Online travel platforms observe a demand for wellness retreats, yoga vacations, and visits to spiritual and natural retreats. The region also sees an increase in technology-driven travel solutions, such as AI-powered recommendations and mobile-based booking apps.
• LAMEA (Latin America, Middle East, and Africa) : LAMEA showcases a trend towards adventure and cultural fusion. Online travel platforms in this region note an interest in activities like desert safaris, cultural festivals, and wildlife expeditions. There’s also a growing emphasis on community-based tourism, allowing travelers to engage with local communities and traditions.

Global Online Travel Booking Market 2023–2032 (By Billion)

Competitive Landscape – Online Travel Booking Market

The Online Travel Booking Market is highly competitive, with a large number of manufacturers and retailers operating globally. Some of the key players in the market include:

• Agoda Company Pte. Ltd.
• Travelocity
• Trivago N.V.
• Airbnb Inc.
• Yatra Online Inc.
• HRS – Hotel Reservation Service
• Cleartrip Private Limited

These companies operate in the market through various strategies such as product innovation, mergers and acquisitions, and partnerships.

New entrants like Hopper and KAYAK Explore leverage innovative features such as predictive pricing, AI-driven insights, and flexible booking options. Hopper, for instance, uses machine learning to forecast future travel prices, providing users with optimal booking times.

Established players like Booking Holdings Inc., Expedia Group, and Trip.com Group continue to dominate the market. Their extensive global reach, diverse service offerings, and strategic acquisitions reinforce their position.

Booking Holdings’ ownership of Booking.com and Agoda contributes to a broad user base, while Expedia Group’s portfolio includes Expedia, Hotels.com, and Vrbo, ensuring a comprehensive market presence. Trip.com Group’s focus on the Asia-Pacific region further solidifies its influence.

The Online Travel Booking Market is segmented as follows:

By Type of Travel Services

• Flight Booking
• Hotel Booking
• Package Booking
• Cruise Booking

By Platforms

• Online Travel Agencies (OTAs)
• Direct Travel Websites
• Mobile Apps

By User Demographics

• Business Travelers
• Leisure Travelers
• Budget Travelers
• Luxury Travelers
• 22-31 Years
• 32-43 Years
• 44-56 Years
• >56 Years

Regional Coverage:

• Rest of North America
• Netherlands
• Rest of Europe
• New Zealand
• South Korea
• Rest of Asia Pacific

The Middle East & Africa

• Saudi Arabia
• South Africa
• Rest of the Middle East & Africa
• Rest of Latin America
• 1.1 Report Description and Scope
• 1.2 Research scope
• 1.3.1 Market Research Type
• 1.3.2 Market Research Methodology
• 2.1 Global Online Travel Booking Market, (2024 – 2033) (USD Billion)
• 2.2 Global Online Travel Booking Market: snapshot
• 3.1 Online Travel Booking Market: Market Dynamics
• 3.2.1 Digital Transformation and Connectivity
• 3.2.2 Changing Consumer Behavior
• 3.2.3 Comprehensive Travel Offerings
• 3.2.4 Technological Innovations
• 3.2.5 Rise of Subscription Models And Emphasis on Sustainable Travel.
• 3.2.6 Digital Transformation and Connectivity
• 3.2.7 Changing Consumer Behavior
• 3.2.8 Comprehensive Travel Offerings
• 3.2.9 Technological Innovations
• 3.2.10 Rise of Subscription Models
• 3.2.11 Emphasis on Sustainable Travel.
• 3.3 Market Restraints
• 3.4 Market Opportunities
• 3.5 Market Challenges
• 3.6 Porter’s Five Forces Analysis
• 3.7.1 Market Attractiveness Analysis By Type of Travel Services
• 3.7.2 Market Attractiveness Analysis By Platforms
• 3.7.3 Market Attractiveness Analysis By User Demographics
• 3.7.4 Market Attractiveness Analysis By Age Group
• 4.1.1 Global Online Travel Booking Market: Company Market Share, 2022
• 4.2.1 Acquisitions & mergers
• 4.2.2 New Product launches
• 4.2.3 Agreements, partnerships, collaboration, and joint ventures
• 4.2.4 Research and development and Regional expansion
• 4.3 Price trend analysis
• 5.1.1 Global Online Travel Booking Market Share, By Type of Travel Services, 2022 and – 2033
• 5.2.1 Global Online Travel Booking Market by Flight Booking, 2024 – 2033 (USD Billion)
• 5.3.1 Global Online Travel Booking Market by Hotel Booking, 2024 – 2033 (USD Billion)
• 5.4.1 Global Online Travel Booking Market by Package Booking, 2024 – 2033 (USD Billion)
• 5.5.1 Global Online Travel Booking Market by Cruise Booking, 2024 – 2033 (USD Billion)
• 5.6.1 Global Online Travel Booking Market by Others, 2024 – 2033 (USD Billion)
• 6.1.1 Global Online Travel Booking Market Share, By Platforms, 2022 and – 2033
• 6.2.1 Global Online Travel Booking Market by Online Travel Agencies (OTAs), 2024 – 2033 (USD Billion)
• 6.3.1 Global Online Travel Booking Market by Direct Travel Websites, 2024 – 2033 (USD Billion)
• 6.4.1 Global Online Travel Booking Market by Mobile Apps, 2024 – 2033 (USD Billion)
• 6.5.1 Global Online Travel Booking Market by Others, 2024 – 2033 (USD Billion)
• 7.1.1 Global Online Travel Booking Market Share, By User Demographics, 2022 and – 2033
• 7.2.1 Global Online Travel Booking Market by Business Travelers, 2024 – 2033 (USD Billion)
• 7.3.1 Global Online Travel Booking Market by Leisure Travelers, 2024 – 2033 (USD Billion)
• 7.4.1 Global Online Travel Booking Market by Budget Travelers, 2024 – 2033 (USD Billion)
• 7.5.1 Global Online Travel Booking Market by Luxury Travelers, 2024 – 2033 (USD Billion)
• 7.6.1 Global Online Travel Booking Market by Others, 2024 – 2033 (USD Billion)
• 8.1.1 Global Online Travel Booking Market Share, By Age Group, 2022 and – 2033
• 8.2.1 Global Online Travel Booking Market by 22-31 Years, 2024 – 2033 (USD Billion)
• 8.3.1 Global Online Travel Booking Market by 32-43 Years, 2024 – 2033 (USD Billion)
• 8.4.1 Global Online Travel Booking Market by 44-56 Years, 2024 – 2033 (USD Billion)
• 8.5.1 Global Online Travel Booking Market by >56 Years, 2024 – 2033 (USD Billion)
• 9.1 Global Online Travel Booking Market Regional Overview
• 9.2 Global Online Travel Booking Market Share, by Region, 2022 & – 2033 (USD Billion)
• 9.3.1.1 North America Online Travel Booking Market, by Country, 2024 – 2033 (USD Billion)
• 9.4.1 North America Online Travel Booking Market, by Type of Travel Services, 2024 – 2033 (USD Billion)
• 9.5.1 North America Online Travel Booking Market, by Platforms, 2024 – 2033 (USD Billion)
• 9.6.1 North America Online Travel Booking Market, by User Demographics, 2024 – 2033 (USD Billion)
• 9.7.1 North America Online Travel Booking Market, by Age Group, 2024 – 2033 (USD Billion)
• 9.8.1.1 Europe Online Travel Booking Market, by Country, 2024 – 2033 (USD Billion)
• 9.9.1 Europe Online Travel Booking Market, by Type of Travel Services, 2024 – 2033 (USD Billion)
• 9.10.1 Europe Online Travel Booking Market, by Platforms, 2024 – 2033 (USD Billion)
• 9.11.1 Europe Online Travel Booking Market, by User Demographics, 2024 – 2033 (USD Billion)
• 9.12.1 Europe Online Travel Booking Market, by Age Group, 2024 – 2033 (USD Billion)
• 9.13.1.1 Asia Pacific Online Travel Booking Market, by Country, 2024 – 2033 (USD Billion)
• 9.14.1 Asia Pacific Online Travel Booking Market, by Type of Travel Services, 2024 – 2033 (USD Billion)
• 9.15.1 Asia Pacific Online Travel Booking Market, by Platforms, 2024 – 2033 (USD Billion)
• 9.16.1 Asia Pacific Online Travel Booking Market, by User Demographics, 2024 – 2033 (USD Billion)
• 9.17.1 Asia Pacific Online Travel Booking Market, by Age Group, 2024 – 2033 (USD Billion)
• 9.18.1.1 Latin America Online Travel Booking Market, by Country, 2024 – 2033 (USD Billion)
• 9.19.1 Latin America Online Travel Booking Market, by Type of Travel Services, 2024 – 2033 (USD Billion)
• 9.20.1 Latin America Online Travel Booking Market, by Platforms, 2024 – 2033 (USD Billion)
• 9.21.1 Latin America Online Travel Booking Market, by User Demographics, 2024 – 2033 (USD Billion)
• 9.22.1 Latin America Online Travel Booking Market, by Age Group, 2024 – 2033 (USD Billion)
• 9.23.1.1 The Middle-East and Africa Online Travel Booking Market, by Country, 2024 – 2033 (USD Billion)
• 9.24.1 The Middle-East and Africa Online Travel Booking Market, by Type of Travel Services, 2024 – 2033 (USD Billion)
• 9.25.1 The Middle-East and Africa Online Travel Booking Market, by Platforms, 2024 – 2033 (USD Billion)
• 9.26.1 The Middle-East and Africa Online Travel Booking Market, by User Demographics, 2024 – 2033 (USD Billion)
• 9.27.1 The Middle-East and Africa Online Travel Booking Market, by Age Group, 2024 – 2033 (USD Billion)
• 10.1.1 Overview
• 10.1.2 Financials
• 10.1.3 Product Portfolio
• 10.1.4 Business Strategy
• 10.1.5 Recent Developments
• 10.2.1 Overview
• 10.2.2 Financials
• 10.2.3 Product Portfolio
• 10.2.4 Business Strategy
• 10.2.5 Recent Developments
• 10.3.1 Overview
• 10.3.2 Financials
• 10.3.3 Product Portfolio
• 10.3.4 Business Strategy
• 10.3.5 Recent Developments
• 10.4.1 Overview
• 10.4.2 Financials
• 10.4.3 Product Portfolio
• 10.4.4 Business Strategy
• 10.4.5 Recent Developments
• 10.5.1 Overview
• 10.5.2 Financials
• 10.5.3 Product Portfolio
• 10.5.4 Business Strategy
• 10.5.5 Recent Developments
• 10.6.1 Overview
• 10.6.2 Financials
• 10.6.3 Product Portfolio
• 10.6.4 Business Strategy
• 10.6.5 Recent Developments
• 10.7.1 Overview
• 10.7.2 Financials
• 10.7.3 Product Portfolio
• 10.7.4 Business Strategy
• 10.7.5 Recent Developments
• 10.8.1 Overview
• 10.8.2 Financials
• 10.8.3 Product Portfolio
• 10.8.4 Business Strategy
• 10.8.5 Recent Developments
• 10.9.1 Overview
• 10.9.2 Financials
• 10.9.3 Product Portfolio
• 10.9.4 Business Strategy
• 10.9.5 Recent Developments
• 10.10.1 Overview
• 10.10.2 Financials
• 10.10.3 Product Portfolio
• 10.10.4 Business Strategy
• 10.10.5 Recent Developments
• 10.11.1 Overview
• 10.11.2 Financials
• 10.11.3 Product Portfolio
• 10.11.4 Business Strategy
• 10.11.5 Recent Developments
• 10.12.1 Overview
• 10.12.2 Financials
• 10.12.3 Product Portfolio
• 10.12.4 Business Strategy
• 10.12.5 Recent Developments
• 10.13.1 Overview
• 10.13.2 Financials
• 10.13.3 Product Portfolio
• 10.13.4 Business Strategy
• 10.13.5 Recent Developments
• 10.14.1 Overview
• 10.14.2 Financials
• 10.14.3 Product Portfolio
• 10.14.4 Business Strategy
• 10.14.5 Recent Developments
• 10.15.1 Overview
• 10.15.2 Financials
• 10.15.3 Product Portfolio
• 10.15.4 Business Strategy
• 10.15.5 Recent Developments
• 10.16.1 Overview
• 10.16.2 Financials
• 10.16.3 Product Portfolio
• 10.16.4 Business Strategy
• 10.16.5 Recent Developments

List Of Figures

Figures No 1 to 36

List Of Tables

Tables No 1 to 1o2

Report Methodology

In order to get the most precise estimates and forecasts possible, Custom Market Insights applies a detailed and adaptive research methodology centered on reducing deviations. For segregating and assessing quantitative aspects of the market, the company uses a combination of top-down and bottom-up approaches. Furthermore, data triangulation, which examines the market from three different aspects, is a recurring theme in all of our research reports. The following are critical components of the methodology used in all of our studies:

Preliminary Data Mining

On a broad scale, raw market information is retrieved and compiled. Data is constantly screened to make sure that only substantiated and verified sources are taken into account. Furthermore, data is mined from a plethora of reports in our archive and also a number of reputed & reliable paid databases. To gain a detailed understanding of the business, it is necessary to know the entire product life cycle and to facilitate this, we gather data from different suppliers, distributors, and buyers.

Surveys, technological conferences, and trade magazines are used to identify technical issues and trends. Technical data is also gathered from the standpoint of intellectual property, with a focus on freedom of movement and white space. The dynamics of the industry in terms of drivers, restraints, and valuation trends are also gathered. As a result, the content created contains a diverse range of original data, which is then cross-validated and verified with published sources.

Statistical Model

Simulation models are used to generate our business estimates and forecasts. For each study, a one-of-a-kind model is created. Data gathered for market dynamics, the digital landscape, development services, and valuation patterns are fed into the prototype and analyzed concurrently. These factors are compared, and their effect over the projected timeline is quantified using correlation, regression, and statistical modeling. Market forecasting is accomplished through the use of a combination of economic techniques, technical analysis, industry experience, and domain knowledge.

Short-term forecasting is typically done with econometric models, while long-term forecasting is done with technological market models. These are based on a synthesis of the technological environment, legal frameworks, economic outlook, and business regulations. Bottom-up market evaluation is favored, with crucial regional markets reviewed as distinct entities and data integration to acquire worldwide estimates. This is essential for gaining a thorough knowledge of the industry and ensuring that errors are kept to a minimum.

Some of the variables taken into account for forecasting are as follows:

• Industry drivers and constraints, as well as their current and projected impact

• The raw material case, as well as supply-versus-price trends

• Current volume and projected volume growth through 2032

We allocate weights to these variables and use weighted average analysis to determine the estimated market growth rate.

Primary Validation

This is the final step in our report’s estimating and forecasting process. Extensive primary interviews are carried out, both in-person and over the phone, to validate our findings and the assumptions that led to them. Leading companies from across the supply chain, including suppliers, technology companies, subject matter experts, and buyers, use techniques like interviewing to ensure a comprehensive and non-biased overview of the business. These interviews are conducted all over the world, with the help of local staff and translators, to overcome language barriers.

Primary interviews not only aid with data validation, but also offer additional important insight into the industry, existing business scenario, and future projections, thereby improving the quality of our reports.

All of our estimates and forecasts are validated through extensive research work with key industry participants (KIPs), which typically include:

• Market leaders

• Suppliers of raw materials

The following are the primary research objectives:

• To ensure the accuracy and acceptability of our data.

• Gaining an understanding of the current market and future projections.

Data Collection Matrix

Market Analysis Matrix

Prominent Player

1 . Which are the driving factors of the Online Travel Booking Market?

The key factors driving the Market are Digital Transformation and Connectivity, Changing Consumer Behavior, Comprehensive Travel Offerings, Technological Innovations, Rise of Subscription Models And Emphasis on Sustainable Travel.

2 . Which type led the Online Travel Booking market?

The “Flight Booking” category dominated the market in 2022.

3 . Who are the key players in the Online Travel Booking market?

The key players in the market are Booking Holdings Inc., Expedia Group, Trip.com Group Limited, MakeMyTrip Limited, Ctrip.com International Ltd., Agoda Company Pte. Ltd., Priceline, Orbitz, Travelocity, Hotwire, Trivago N.V., Airbnb Inc., Yatra Online Inc., HRS – Hotel Reservation Service, Cleartrip Private Limited, Others.

4 . Which region held the largest market share in the Online Travel Booking market?

“North America” had the largest share in the Online Travel Booking Market.

5 . What is the growth rate of the Online Travel Booking market?

The global market is projected to grow at a CAGR of 12.6% during the forecast period, 2023-2032.

6 . How much is the Online Travel Booking market?

The Online Travel Booking Market size was valued at USD 546.3 Billion in 2023.

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60+ online travel booking statistics & trends

A look at how the online travel booking industry has fared so far.

• The online travel industry generated revenue worth $667.55 billion in 2023. The travel industry is projected to grow at a compound annual growth rate (CAGR) of 12.99% between 2023 and 2030—when it’s expected to hit $1569.25 billion.
• China has the highest growth potential in the online travel booking industry. This growth can be attributed to the growth of the middle-class income group, an increase in disposable income, and wider access to the Internet.
• Flight demand in 2023 was roughly 95% of what it was before the coronavirus pandemic.
• In the six surveyed countries, 50% of travelers planned to travel more in March and May 2023, compared to the same period the previous year.
• 31% of those who changed their travel plans in 2023 planned to reduce travel or take shorter trips due to increasing cost-of-living prices, while 27% opted for booking closer-to-home trips.

How people book—researching and buying behaviors

• According to the Trends Global Survey, 80% of global travelers surveyed feel it’s important to be able to book their trips entirely online, with 86% of Millennials and 83% of Gen Zers leading the charge.
• 76% of global travelers said they look for travel apps that reduce the friction and stress of travel.
• Last year, the top five online resources used by most travelers were: OTAs (80%), search engines (61%), social media (58%), airline websites (54%), and meta-travel websites (51%).
• Travelers spent over 5 hours consuming online travel content to seek inspiration and plan their trip in the 45 days before finally booking their journey.
• Social media had the greatest influence on leisure travelers’ travel destinations, with 75% of travelers saying social media posts inspired their trips to a specific destination in 2023. 
• Most American travelers (92%) in 2023 said that they wanted to save on travel by focusing on accommodation prices instead of amenities (39%) and driving instead of flying (35%). 
• Reviews from other travelers (29%) 
• Free WiFi (24%)
• Accommodation facilities (23%)
• Room photos (22%)
• In the consideration stage of planning and booking corporate travel , videos, and photos are the two most critical factors that affected global travelers’ decisions in 2022. They also looked at a hotel’s ability to showcase its amenities and guest experience while deciding on a place to stay.
• Three of the most impactful deal breakers for most travelers were bland and unappealing hotel rooms, non-aesthetic food photos, and boring content presentation.
• 17% of people in the United States have bought some form of travel app subscription to help them plan their travels in 2022.
• By June 2023, travel app log-ins were 87% higher than by the end of 2019.

Online booking statistics indicate a renewed outlook of travelers worldwide

• In 2023, a large majority of travelers (72%) said they preferred to book their trips online, compared to only 12% that preferred using a travel agency.
• Of those that book travel online, 53% cited it’s because of the speed at which they can plan their trip (perfect for last-minute trips), 47% said it’s easier to compare prices and 42% said it’s better to find cheaper deals.
• It’s forecasted that 76% of total revenue in the tourism and travel sector will be generated through online sales by 2028.
• Monday was the most popular day for booking travel, and Saturday was the quietest day.
• 63% of travelers believed technology plays a key role in controlling health risks during trips and reduces travel anxiety in a post-pandemic world.
• The percentage of shoppers that abandoned their travel purchase was 85% for desktop users and 91% for those buying on a mobile device.
• In 2023, 48% used their mobile device for destination research, 47% to compare transport and accommodation prices, and 40% to book flights and hotels.
• 97.8% of travel executives stated that AI would have an impact over the next 1-5 years in the industry.
• Over a fifth (22%) of global travelers have used ChatGPT or similar AI chatbots to plan travel.
• Four out of five travelers who booked online visited an OTA "at some point" before booking, "even if travelers booked on another website."

Biggest blockers and frustrations in online travel booking

• 45.1% of travelers said they were concerned about how much data companies hold on them in 2023 and only 23.1% felt in control of their data.
• In a study of 15,000 Tripadvisor reviews, it was found that flight irregularities emerged as the most discussed topic (36%) for travelers, compared to 20% in 2019.
• 43% of Americans didn’t like booking travel, including 23% of GenZ travelers. The experience gap between booking travel and actually traveling is notably high.
• One in three travelers prioritized flexibility over all other factors when making reservations.
• 74% of travel agents surveyed believed buying and selling travel plans could be simplified. 86% of agents were in favor of modernizing the user experience to boost online travel sales.
• One of the biggest factors hampering travel bookings was the lack of transparency. Comparing too many options is challenging and becomes a roadblock.
• A third of families considered the process of searching for the best flights and making online hotel bookings extremely time-consuming—23% of them didn’t enjoy booking trips.
• 43% of business travelers felt frustrated that the search function of travel sites was limited to the budget or the date.
• 60% of surveyed travelers believed travel options were filled with hidden costs and were not upfront enough.
• 45% of travelers preferred booking a trip from start to finish from a single website that presents options for flights, accommodations, car rentals, and extras.
• Millennials booked their travel needs via travel agencies. They’d book their hotel via travel agencies, however, 52% would look at the hotel’s website for more information.
• Users spent, on average, 40% more via desktop than mobile devices when booking online. SaleCycle said that “perhaps users feel more comfortable booking high-ticket holidays on a bigger screen.”

Travel booking is going mobile

• People used mobiles to browse more than purchase since 60% of all online traffic came from mobile, however, desktop accounted for 62.5% of online sales.
• The mobile users’ average online order value has grown by 29% since 2020. 
• The mobile travel booking market is projected to grow at an anticipated value of $612.5 billion by 2031.
• In 2020, the gap between desktop and mobile booking sales was 75% compared to 2022 where the gap was reduced to 40%.
• Almost one-third (32%) of travelers used a website through a mobile device to book travel and 23% used a mobile app directly in 2023.

How is online business travel booking evolving

• 87% of business travelers and corporate travel managers wanted more simplified booking services and processes. 42% of them thought booking a trip was actually more challenging than traveling itself.
• 82% of travel agents reported a need for digital retailing for both leisure and business travel. A better customer experience is a priority for both types of travel.
• Travel booking fell short of the top three easiest buying experiences behind booking a restaurant online, buying clothes online, and browsing and buying electronic/physical goods online.
• For 38% of respondents, the average frequency of business trips was once every 2-3 months. 32% traveled once or twice every month for business purposes.
• Business travelers spent 52 days getting inspired and planning their trip, and 43 days between booking and starting their trip.
• 87% of employees think that in-person meetings and business travel are important to company growth.
• However, despite there being more interest in business travel, companies were worried about their carbon footprint. In fact, four in 10 European companies and a third of American companies said they needed to reduce travel per employee by more than 20% to meet their 2030 sustainability targets.
• In 2024, 63% of companies are investing more in sustainable travel and 80% of business travelers want more sustainable options when booking.
• 88% of corporate travelers want full transparency into what they are buying when buying online.

Role of online travel agents in a post-pandemic world

• 41% of those surveyed preferred booking via online travel agencies (OTAs) while 29% booked via travel agents or operators. Around 20% of them booked via travel agents.
• Demographical data from North America showed that people under 35 years of age were more inclined to use OTAs for booking hotel rooms.
• The average browser abandonment rate for OTAs was approximately 81.54%, indicating how travelers frequently used online travel booking websites to find and compare options.
• In a scenario where prices are identical on hotel websites and OTAs, 70% of respondents said they would book via an OTA.
• Some of the biggest reasons why people preferred OTAs were the security, convenience, loyalty discounts, and credible online reviews that they offered.
• Booking trends indicate that 12% of travelers thought booking websites should provide a much faster and more frictionless experience than booking directly on hotel websites.
• Out of the 141 pages that travelers looked at 45 days before traveling, OTAs were the most viewed (67), followed by airline websites (33).
• OTA’s are used by 80% of travelers before making any purchase.
• 61% of travelers visited an OTA before making a booking on a hotel site.

Modernize the way you book business travel

Travelers take a stand for sustainability.

• 74% of travelers thought people needed to make more sustainable choices to save the planet for future generations.
• 64 % of American travelers said in 2023 that they were looking for accommodation establishments with high sustainability innovation and practices.
• In 2023, 49% of travelers believed more sustainable travel options were too expensive, however, 43% said they were willing to pay extra for travel options with a sustainable certification.
• In 2022, 66% of travelers wanted travel companies to offer more sustainable travel choices. However, in 2023, that number increased to 74%.
• 76% of global travelers wanted to travel more sustainably in 2023.
• More than half (51%) of travelers said there weren’t enough sustainable travel options and 43% could recall seeing at least one product or service on a travel website that had to do with sustainable travel.
• Almost two-thirds of travelers (61%) said they wanted to use more environmentally-friendly modes of transport like trains.
• Almost 80% of travelers said they were willing to spend at least 10% more for eco-tourism and adventure travel in 2023.
• Global travelers were increasingly attentive to how far they traveled and what means they would take to make their journeys. 23% of them chose to minimize their carbon footprint by picking a destination closer to home.

Put sustainability at the core of your business travel policy

Online travel booking is here to stay.

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Make business travel simpler. Forever.

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• Find hundreds of resources on all things business travel, from tips on traveling more sustainably, to advice on setting up a business travel policy, and managing your expenses. Our latest e-books and blog posts have you covered.
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Business Travel and Wellness Survey Results

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Booking Revenue and Usage Statistics (2024)

Updated: July 5, 2024

Booking is one of the oldest online travel agencies still active today, originally launched in 1996 by Geert-Jan Bruinsma as Bookings.nl, which was then merged with Booking.com at the tail end of the dotcom bubble in 2000.

At the same time, Priceline.com was falling headfirst into bankruptcy, after declaring a $1.1 billion loss in 1999 and seeing its stock tank from $974 to $7 a share. Somehow, it survived while many other .com websites failed, and in 2006 acquired Booking.com.

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In the two decades since acquisition, Booking has acquired many other companies in the online travel space, including Agoda.com, Kayak, Cheapflights, Rentalcars.com, Momondo, and OpenTable. Booking has also expanded its services to include rental cars, airline tickets, and homestays.

Booking and Expedia were the two dominant online travel agencies throughout the 2000s and early 2010s, with the duopoly acquiring most other websites and apps. However, the launch of Airbnb forced both to expand to homestays and short-term rentals.

That said, Booking is still the market leader when it comes to bookings volume, especially outside the US where the majority of transactions take place.

We have collected data and statistics on Booking. Read on below to find out more.

Disclaimer: Financial data below is for Booking Holdings, which includes Priceline, Agoda, Kayak, Cheapflights, Momondo, and OpenTable. About 89 percent of its revenues came from Booking.com and the affiliated app.

Booking Key Statistics

• Booking generated $21.3 billion in 2023, a 25.2% increase year-over-year
• Booking reported $150 billion bookings volume in 2023
• Over one billion nights were booked and 36 million airline tickets purchased in 2023
• Booking had 120 million active mobile users in 2023

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.

Booking Overview

Booking revenue.

Booking Holdings’ total revenues for the full year 2023 were $21.3 billion, an increase of 25.2% from the prior year.

Booking quarterly revenue 2010 to 2024 ($mm)

Booking annual revenue 2010 to 2023 ($bn).

Source: Company data 

Booking Profit

Booking has made an annual net profit every year. It reported $4.2 billion net profit in 2023.

Booking annual net income 2010 to 2023 ($mm)

Source: Company data

Booking Transaction Volume

Gross travel bookings of $150.6 billion, an increase of 24.1% from the prior year.

Booking annual bookings volume 2016 to 2023 ($bn)

Note: Transaction volume = bookings volume. Source: Company  data

Booking Room Nights Booked

Similar to transaction volume, Booking increase its room nights booked in 2023.

Booking annual room night booked 2016 to 2023 (mm)

Booking airline tickets.

Airline ticket sales reached 36 million in 2023, a 56% increase on the year prior.

Booking annual airline tickets bought 2016 to 2023 (mm)

Booking rental cars.

Booking rental car bookings almost reached 2019 levels in 2023, at 74 million.

Booking annual rental cars days hired 2016 to 2023 (mm)

Booking users.

Booking had over 100 million users on its mobile app in 2023, accounting for 50% of its total bookings.

Booking annual app users 2018 to 2023 (mm)

Booking downloads.

Booking’s app was the most downloaded online travel agency app worldwide in 2023, with 74 million aggregate downloads.

Booking annual app downloads 2018 to 2023 (mm)

Booking vs competitors: us market share, booking faq, how many people have used booking.com.

Since 2007, Booking has been responsible for over three billion bookings across all of their property types.

What percentage of bookings are made on the Booking app?

According to Booking , 40 percent of all bookings in the first quarter of 2022 were made via the app.

More Travel & Local App Data

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

Online Travel Market Trends and Analysis by Service Type, Region and Segment Forecast to 2030

Access in-depth insight and stay ahead of the market

Published: April 24, 2024 Report Code: GRCBBR00002TT-BB

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Key Players

Table of contents.

Accessing the in-depth insights from the ‘Online Travel’ report can help:

• Gain a valuable understanding of the current and future state of the market, allowing businesses to make informed decisions about market entry, product development, and investments.
• Identify competitors’ capabilities to stay ahead in the market.
• Identify segments and get an understanding of various stakeholders across different stages of the entire value chain.
• Anticipate changes in demand and adjust the business development strategies.
• Identify potential regions and countries for growth opportunities.

How is our ‘Online Travel’ report different from other reports in the market?

• The report presents in-depth market sizing and forecasts at a segment level for more than 20 countries, including historical and forecast analysis for the period 2019-30 for market assessment.
• Service Type – Transportation (Airlines, Car Rental, Others), Accommodation, Intermediation (Online Travel Agencies (OTAs), Tour Operator Websites, Other Online Travel Intermediaries), Others
• Region – North America, Europe, Asia-Pacific, South & Central America, and Middle East & Africa
• The report covers key market trends and challenges impacting the online travel market.
• The report covers dashboard analytics for M&A deals, venture financing/private equity deals, job activity, social media analytics, and patent activities.
• The competitive landscape includes competitive positioning of key companies and their strengths and limitations in the market that will help the stakeholders in the ongoing process of identifying, researching, and evaluating competitors, to gain insight to form their business strategies.
• The report covers competitive profiling and benchmarking of key companies in the market to provide a deeper understanding of industry competition.
• The report can be a valuable tool for stakeholders to improve their operations, increase customer satisfaction, and maximize profitability by analyzing the latest online travel trends, tracking market growth and demand, and evaluating the existing competition in the market.

We recommend this valuable source of information to:

• Online Travel Agents
• Tour Operators
• Hotel Groups
• Car Rental Companies
• Technology Companies
• Travel Ancillary Service Providers
• Venture Capital Firms

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Online Travel Market Overview

The online travel market size revenue was valued at $2,712.8 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of more than 11% over the forecast period. The widespread use of smartphones and increasing internet penetration have revolutionized the travel industry, enabling global travelers to easily access information, compare prices, and make bookings on the go. This aligns with modern consumers’ focus on convenience and efficiency, driving the growth of the online travel market.

Travel companies are focusing on a ‘mobile-first’ app strategy to meet the needs of modern travelers. These apps, featuring easy booking processes, personalized recommendations, and 24/7 AI chatbot customer support, are increasingly favored over traditional internet methods for travel bookings. Mobile applications such as the Hilton Honors app, which provides booking, check-in, changes, digital keys, and support, significantly enhance convenience.

Online Travel Market Outlook, 2019-2030 ($Billion)

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Rising disposable incomes globally have spurred increased spending on travel experiences, with consumers willing to invest more in personalized trips. Online platforms capitalize on this trend by providing diverse options to accommodate varied preferences. The advancements in machine learning and AI further drive this trend towards personalized travel, with real-time algorithms enabling platforms to tailor recommendations based on user context and behavior. In addition to yielding higher conversion rates, this fosters further market growth.

Social media and influencer marketing also play a pivotal role in the online travel market. Tourism companies strategically partner with influencers to promote destinations on social media platforms, leveraging their extensive reach and influence. This collaborative approach facilitates direct engagement with the influencer’s followers, increasing the exposure of travel companies and destinations, and ultimately driving engagement with travel applications.

However, intense regulatory scrutiny and data privacy concerns pose a challenge to online travel companies, prompting them to implement stringent measures to safeguard user information and ensure compliance with relevant regulations. For example, travel package marketers such as MakeMyTrip Ltd. must comply with the European Economic Community Council Directive on Package Travel, Package Holidays, and Package Tours. This directive outlines obligations such as disclosing information to consumers and taking responsibility for any issues with package performance, including failures by suppliers. Also, transportation services, like cruise lines and airlines, are required to follow the regulations of multiple state and foreign authorities.

Travel companies must prioritize transparency, accountability, and compliance with data protection regulations such as the General Data Protection Regulation (GDPR) in Europe or the California Consumer Privacy Act (CCPA) in the United States. This includes obtaining consent before collecting data, implementing strong security measures, and providing users with control over their privacy preferences. Emphasizing commitment to data privacy and security in marketing messages can also build trust with consumers.

Online Travel Market Segmentation by Service Type

The growth of low-cost carriers and the rise in connecting flights, particularly for tier I and II cities globally, are fueling the increase in airline bookings. Tier I cities, marked by dense populations and high living costs, and tier II cities, recognized for their moderate living expenses and decent infrastructure, are witnessing enhanced connectivity and travel opportunities. This trend substantially boosts the overall growth of the transportation sector.

The emergence of lifestyle trends such as digital nomadism, where individuals use technology to work remotely while traveling, is fueling the demand for alternative accommodation. Alternative accommodations are lodging options other than traditional hotels, such as vacation rentals, boutique hotels, bed and breakfasts, hostels, campsites, and homestays. These accommodations provide digital nomads with unique and often more personalized experiences, which are particularly suitable for longer stays.

Online Travel Market Share by Service Type , 2023 (%)

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Travelers are growing more accustomed to using travel intermediary platforms such as OTAs, which are always accessible and user-friendly. In addition to convenience, innovative loyalty programs and adaptable business models that quickly adjust to traveler preferences, attract customers away from traditional agents. Travel intermediaries present their services via packages that typically bundle two or more travel amenities, including transportation, tours, lodging, meals, and entertainment, which will fuel the segmental growth during the forecast period.

Online Travel Market Segmentation by Region

In 2023, North America led the market with the highest revenue share and is projected to maintain robust growth throughout the forecast period. In the United States, the growth of online travel services is driven by a surge in both international tourism and domestic business travel. Additionally, a thriving hospitality industry is further bolstering the popularity of online booking services. Similarly, Canada’s online travel market is flourishing due to an increasing number of international travelers.

The Asia Pacific market is anticipated to exhibit the fastest growth over the forecast period. The region presents an exciting growth opportunity for the online travel sector due to increased digitalization, a relatively young population, and rising income levels in several countries. According to the United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP), Asia Pacific is home to around 60% of the world’s young population. Additionally, more than 75% of the region’s population owns a smartphone and more than 60% has access to the internet, as per GSMA’s ‘The Mobile Economy’ report of 2023.

Online Travel Market Share by Region, 2023 (%)

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Europe ranks as the second largest market driven by high smartphone penetration and access to high-speed internet connectivity. The region also benefits from its rich cultural diversity and hosts several events, including Germany’s Oktoberfest and the Carnival of Venice. Online travel services in the region prioritize providing information about these festivals, assisting travelers in planning trips focused on unique cultural experiences.

The growth of the South and Central American region market is bolstered by eco-tourism, offering outdoor adventures such as exploring the Amazon rainforests. This trend has prompted the region to provide rustic accommodations and nature-centric activities to meet the rising demand.

The development of top-tier hotels and attractions has enticed travelers to visit Middle Eastern and African countries, fueling regional growth. African nations are benefiting from favorable policy shifts and increased investment in tourism. South Africa, Kenya, and Rwanda, for instance, have become sought-after venues for exhibitions and conferences, prompting substantial investments in hotel infrastructure.

Online Travel Market – Competitive Landscape

The online travel market is fiercely competitive, with numerous established companies and smaller regional players vying for market share. Established firms are actively engaged in mergers and acquisitions to broaden their reach into new regions. They leverage advanced technology to improve online travel booking platforms and enhance user satisfaction.

For instance, in March 2024, American Express Global Business Travel (Amex GBT), a company specializing in B2B software and services for travel and expenses, revealed its definitive agreement to purchase CWT, a worldwide provider of business travel and meeting solutions. The acquisition, valued at around $570 million, will grant CWT clients access to Amex GBT’s exclusive travel and expense software and services, including Neo1, Neo, and Egencia.

Companies are leveraging online platforms for transactions, information dissemination, marketing, and direct communication with customers. They are prioritizing social media marketing, and are investing in advanced technologies like big data, artificial intelligence, and travel apps.

The growth of OTAs, booking platforms, and sharing economy services has increased competition in the travel industry, presenting both challenges and opportunities for businesses. Price comparison websites add to the complexity, forcing market participants to adopt competitive pricing strategies to retain market share. To differentiate themselves, travel companies are adopting innovative strategies which include focusing on niche markets, targeting specific customer groups, or providing additional services beyond accommodation or transportation.

Leading Companies in the Online Travel Market

• Airbnb Inc.
• American Airlines Group Inc.
• Booking Holdings Inc.
• Expedia Group Inc.
• Flight Centre Travel Group Ltd.
• MakeMyTrip Ltd.
• TripAdvisor Inc.
• Trip.com Group Ltd.
• Webjet Ltd.

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Online Travel Market Segments

GlobalData Plc has segmented the online travel market report by service type and region:

Online Travel Market Service Type Outlook (Revenue, $Million, 2019-2030)

• Transportation
• Travel Intermediation
• Online Travel Agencies
• Tour Operator Websites
• Other Online Travel Intermediaries
• Travel Accommodation

Online Travel Market Regional Outlook (Revenue, $Million, 2019-2030)

• North America
• Netherlands
• Rest of Europe
• Asia Pacific
• South Korea
• Rest of Asia Pacific
• South & Central America
• Rest of South & Central America
• Middle East & Africa
• United Arab Emirates (UAE)
• South Africa
• Saudi Arabia
• Rest of the Middle East & Africa

The detailed value chain consists of three layers: Third-Party Suppliers, Direct Suppliers, and Ancillary Suppliers

Key Highlights

The online travel market size revenue was valued at $2,712.8 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 11.4 % over the forecast period. The surge in usage of travel applications is the primary driver for market, supported by the increasing adoption of mobile devices and enhanced network connectivity.

Reasons to Buy

The broad perspective of the report coupled with comprehensive, actionable detail will help mining sector stakeholders, service providers, and other online travel players succeed in growing the online travel market globally.

• Chapter 1 Executive Summary
• 2.1. Research Scope & Segmentation
• 2.2. Market Definitions
• Chapter 3 Market Overview & Industry Analysis
• 3.1. Market Overview
• Chapter 4 Online Travel- Industry Trend Analysis
• 4.1. Online Travel – Industry Value Chain
• 4.2. Online Travel – Booking Process
• 4.3. Online Travel – Consumer Trends
• 4.4. Online Travel – Industry Trends
• 4.5. Online Travel – Enterprise Trends
• 4.6. Online Travel – Market Challenges
• 4.7. Online Travel – M&A Analytics
• 4.8. Online Travel – VF/PE Analytics
• 4.9. Online Travel – Job Analytics
• 4.10. Online Travel – Patent Analytics
• 4.11. Online Travel – Social Media Analytics
• Chapter 5 Global Online Travel Market – Revenue Opportunity & Forecast
• 5.1. Global Online Travel Market Revenue Snapshot, 2019 – 2030 ($Million)
• 5.2. Global Online Travel Market By Region, 2019 – 2030 ($Million)
• 5.3.1. Global Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 5.3.2. Global Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• Chapter 6 Online Travel- Regional Outlook ($Million)
• 6.1. Online Travel Market – Regional Deep Dive
• 6.2.1. North America Online Travel Market By Country, 2019 – 2030 ($Million)
• 6.2.2.1. North America Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.2.2.2. North America Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.2.3.1.1. US Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.2.3.1.2. US Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.2.4.1.1. Canada Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.2.4.1.2. Canada Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.2.5.1.1. Mexico Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.2.5.1.2. Mexico Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.1. Europe Online Travel Market By Country, 2019 – 2030 ($Million)
• 6.3.2.1. Europe Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.2.2. Europe Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.3.1.1. Germany Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.3.1.2. Germany Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.4.1.1. France Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.4.1.2. France Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.5.1.1. UK Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.5.1.2. UK Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.6.1.1. Spain Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.6.1.2. Spain Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.7.1.1. Netherlands Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.7.1.2. Netherlands Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.8.1.1. Italy Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.8.1.2. Italy Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.3.9.1.1. Rest of Europe Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.3.9.1.2. Rest of Europe Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.1. Asia Pacific Online Travel Market By Country, 2019 – 2030 ($Million)
• 6.4.2.1. Asia Pacific Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.2.2. Asia Pacific Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.3.1.1. China Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.3.1.2. China Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.4.1.1. India Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.4.1.2. India Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.5.1.1. Australia Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.5.1.2. Australia Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.6.1.1. Japan Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.6.1.2. Japan Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.7.1.1. South Korea Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.7.1.2. South Korea Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.8.1.1. Thailand Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.8.1.2. Thailand Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.4.9.1.1. Rest of Asia Pacific Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.4.9.1.2. Rest of Asia Pacific Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.5.1. South & Central America Online Travel Market By Country, 2019 – 2030 ($Million)
• 6.5.2.1. South & Central America Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.5.2.2. South & Central America Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.5.3.1.1. Brazil Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.5.3.1.2. Brazil Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.5.4.1.1. Colombia Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.5.4.1.2. Colombia Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.5.5.1.1. Argentina Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.5.5.1.2. Argentina Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.5.6.1.1. Rest of South & Central America Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.5.6.1.2. Rest of South & Central America Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.6.1. Middle East & Africa Online Travel Market By Country, 2019 – 2030 ($Million)
• 6.6.2.1. Middle East & Africa Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.6.2.2. Middle East & Africa Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.6.3.1.1. Saudi Arabia Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.6.3.1.2. Saudi Arabia Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.6.4.1.1. South Africa Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.6.4.1.2. South Africa Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.6.5.1.1. UAE Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.6.5.1.2. UAE Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• 6.6.6.1.1. Rest of Middle East & Africa Online Travel Market By Transportation Type, 2019 – 2030 ($Million)
• 6.6.6.1.2. Rest of Middle East & Africa Online Travel Market By Intermediary Type, 2019 – 2030 ($Million)
• Chapter 7 Online Travel- Competitive Landscape
• 7.1. Online Travel Market – Competitive Positioning
• 7.2. Online Travel Market – Mergers & Acquisitions
• 7.3. Online Travel Market – Venture Financing
• Chapter 8 Online Travel– Company Profiles
• 8.1.1. Airbnb Inc. – Company Snapshot
• 8.1.2. Airbnb Inc. – SWOT Analysis
• 8.1.3. Airbnb Inc. – Key Market Developments
• 8.2.1. American Airlines Group Inc. – Company Snapshot
• 8.2.2. American Airlines Group Inc. – SWOT Analysis
• 8.2.3. American Airlines Group Inc. – Key Market Developments
• 8.3.1. Booking Holdings Inc. – Company Snapshot
• 8.3.2. Booking Holdings Inc. – SWOT Analysis
• 8.3.3. Booking Holdings Inc. – Key Market Developments
• 8.4.1. Expedia Group Inc. – Company Snapshot
• 8.4.2. Expedia Group Inc. – SWOT Analysis
• 8.4.3. Expedia Group Inc. – Key Market Developments
• 8.5.1. Flight Centre Travel Group Ltd. – Company Snapshot
• 8.5.2. Flight Centre Travel Group Ltd. – SWOT Analysis
• 8.5.3. Flight Centre Travel Group Ltd. – Key Market Developments
• 8.6.1. MakeMyTrip Ltd. – Company Snapshot
• 8.6.2. MakeMyTrip Ltd. – SWOT Analysis
• 8.6.3. MakeMyTrip Ltd. – Key Market Developments
• 8.7.1. TripAdvisor Inc. – Company Snapshot
• 8.7.2. TripAdvisor Inc. – SWOT Analysis
• 8.7.3. TripAdvisor Inc. – Key Market Developments
• 8.8.1. TUI AG – Company Snapshot
• 8.8.2. TUI AG – SWOT Analysis
• 8.8.3. TUI AG – Key Market Developments
• 8.9.1. Trip.com Group Ltd. – Company Snapshot
• 8.9.2. Trip.com Group Ltd. – SWOT Analysis
• 8.9.3. Trip.com Group Ltd. – Key Market Developments
• 8.10.1. Webjet Ltd. – Company Snapshot
• 8.10.2. Webjet Ltd. – SWOT Analysis
• 8.10.3. Webjet Ltd. – Key Market Developments
• Chapter 9 Research Methodology
• 9.1. Research Methodology Steps
• 9.2. Market Study
• 9.3. Research
• 9.4. Analysis
• 9.5. Quality Control
• Chapter 10 About GlobalData
• Table 1 Online Travel Market Definitions
• Table 2 Vendor Performance Quadrant
• Table 3 Key Merger & Acquisitions
• Table 4 Leading VF/PE Investors in the Online Travel Market
• Table 5 Company Profiles Summary
• Fig 1 Top Online Travel Country Markets, 2023 vs 2030
• Fig 2 Online Travel Story
• Fig 3 Online Travel Market– Industry Value Chain
• Fig 4 Online Travel – Booking Process
• Fig 5 Deal Volume: Global Online Travel M&A Deals, 2019-2023
• Fig 6 Deal Value: Global Online Travel M&A Deals ($M), 2019-2023
• Fig 7 Geographical Distribution: Online Travel Deals 2019-2023
• Fig 8 Deal Volume: Global Online Travel VF/PE Deals, 2019-2023
• Fig 9 Deal Value: Global Online Travel VF/PE Deals ($M), 2019-2023
• Fig 10 Geographical Distribution: Online Travel VF/PE Deals, 2019-2023
• Fig 11 Online Travel: Active Jobs, 2023
• Fig 12 Online Travel: Active Jobs by Top Companies, 2023
• Fig 13 Geographical Distribution: Online Travel Jobs, 2023
• Fig 14 Online Travel: Number of Patent Filings, 2019-2023
• Fig 15 Online Travel: Trending Sectors by Total Publications, 2023
• Fig 16 Geographical Distribution: Online Travel Patents by Total Publications – Leading Countries, 2023
• Fig 17 Total number of posts on Online Travel in Social Media, 2019-2023
• Fig 18 Top Sectors and Hashtags Around Online Travel on Social Media
• Fig 19 Geographical Distribution: Top Countries with Online Travel Mentioned on Social Media, 2023
• Fig 20 Global Online Travel Market – Revenue Opportunity Forecast, 2019-2030 ($B)
• Fig 21 Global Online Travel Market, By Region, 2019-2030 ($B)
• Fig 22 Global Online Travel Market, By Service Type, 2019-2030 ($B)
• Fig 23 Global Online Travel Market, By Transportation Type, 2019-2030 ($B)
• Fig 24 Global Online Travel Market, By Intermediary Type, 2019-2030 ($B)
• Fig 25 Online Travel Market – Regional Deep Dive
• Fig 26 North America Online Travel Market – Revenue Opportunity Forecast, 2019-2030 ($M)
• Fig 27 North America – Key Countries Market CAGR (2023-2030)
• Fig 28 North America Online Travel Market Share, by Country, 2023 & 2030
• Fig 29 North America Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 30 North America Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 31 North America Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 32 US Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 33 US Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 34 US Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 35 Canada Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 36 Canada Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 37 Canada Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 38 Mexico Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 39 Mexico Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 40 Mexico Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 41 Europe Online Travel Market – Revenue Opportunity Forecast, 2019-2030 ($M)
• Fig 42 Europe – Key Countries Market CAGR (2023-2030)
• Fig 43 Europe Online Travel Market Share, by Country, 2023 & 2030
• Fig 44 Europe Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 45 Europe Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 46 Europe Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 47 Germany Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 48 Germany Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 49 Germany Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 50 France Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 51 France Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 52 France Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 53 UK Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 54 UK Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 55 UK Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 56 Spain Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 57 Spain Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 58 Spain Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 59 Netherlands Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 60 Netherlands Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 61 Netherlands Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 62 Italy Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 63 Italy Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 64 Italy Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 65 Rest of Europe Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 66 Rest of Europe Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 67 Rest of Europe Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 68 Asia Pacific Online Travel Market – Revenue Opportunity Forecast, 2019-2030 ($M)
• Fig 69 Asia Pacific – Key Countries Market CAGR (2023-2030)
• Fig 70 Asia Pacific Online Travel Market Share, by Country, 2023 & 2030
• Fig 71 Asia Pacific Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 72 Asia Pacific Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 73 Asia Pacific Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 74 China Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 75 China Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 76 China Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 77 India Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 78 India Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 79 India Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 80 Australia Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 81 Australia Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 82 Australia Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 83 Japan Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 84 Japan Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 85 Japan Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 86 South Korea Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 87 South Korea Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 88 South Korea Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 89 Thailand Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 90 Thailand Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 91 Thailand Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 92 Rest of Asia Pacific Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 93 Rest of Asia Pacific Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 94 Rest of Asia Pacific Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 95 South & Central America Online Travel Market – Revenue Opportunity Forecast, 2019-2030 ($M)
• Fig 96 South & Central America – Key Countries Market CAGR (2023-2030)
• Fig 97 South & Central America Online Travel Market Share, by Country, 2023 & 2030
• Fig 98 South & Central America Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 99 South & Central America Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 100 South & Central America Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 101 Brazil Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 102 Brazil Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 103 Brazil Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 104 Colombia Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 105 Colombia Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 106 Colombia Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 107 Argentina Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 108 Argentina Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 109 Argentina Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 110 Rest of South & Central America Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 111 Rest of South & Central America Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 112 Rest of South & Central America Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 113 Middle East & Africa Online Travel Market – Revenue Opportunity Forecast, 2019-2030 ($M)
• Fig 114 Middle East & Africa – Key Countries Market CAGR (2023-2030)
• Fig 115 Middle East & Africa Online Travel Market Share, by Country, 2023 & 2030
• Fig 116 Middle East & Africa Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 117 Middle East & Africa Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 118 Middle East & Africa Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 119 Saudi Arabia Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 120 Saudi Arabia Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 121 Saudi Arabia Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 122 South Africa Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 123 South Africa Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 124 South Africa Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 125 UAE Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 126 UAE Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 127 UAE Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 128 Rest of Middle East & Africa Online Travel Market, By Service Type, 2019-2030 ($M)
• Fig 129 Rest of Middle East & Africa Online Travel Market, By Transportation Type, 2019-2030 ($M)
• Fig 130 Rest of Middle East & Africa Online Travel Market, By Intermediary Type, 2019-2030 ($M)
• Fig 131 Online Travel – Vendor Growth – Innovation Matrix

Frequently asked questions

The online travel market size was valued at $2,712.8 billion in 2023.

The online travel market is expected to grow at a CAGR of more than 11% during the forecast period.

The surge in usage of travel applications is the primary market driver, supported by the increasing adoption of mobile devices and enhanced network connectivity. Furthermore, the growing enthusiasm among individuals in frequent travel, coupled with the emergence of influencer culture, is poised to bolster market growth.

The transportation segment accounted for the largest online travel market share by service type in 2023.

North America accounted for the largest share of the online travel market in 2023.

The leading online travel companies are Airbnb Inc., American Airlines Group Inc., Booking Holdings Inc., Expedia Group Inc., Flight Centre Travel Group Ltd., MakeMyTrip Ltd., TripAdvisor Inc., TUI AG, Trip.com Group Ltd., Webjet Ltd.

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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. 

Top Online Travel Booking Statistics (Editor’s Picks)

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% .

General Online Travel Booking Stats, Facts, and Trends

• 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 Holdings

• 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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Tripadvisor

• 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

• 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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• Amadeus, “Delivering Traveler Value”
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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.

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70+ Stunning Online Travel Booking Statistics (2023 Figures)

Online Travel Booking Major Statistics

General online travel booking statistics 2023, 2023 online travel booking statistics for market and industry, statistics for hotel reservations in 2023, comparing 2023 statistics: online booking vs. travel agency statistics, enlightening online travel booking statistics, must know online travel booking statistics 2023, online travel sustainability statistics.

Traveling provides unique experiences and memories. With numerous travel choices in today’s world, online trip booking has become an overload. And that’s what makes these intriguing online travel booking statistics. As of 2019, 57% of all travel bookings were made online. As per 2022 data, 68% of all travel and tourism sales were online.

• By 2026, online sales will make up 73% of the travel and tourism sector.
• Booking was the top online travel agency in revenue in 2021.
• Online marketplace bookings rose from 3.2% in 2017 to 9.1% in 2018.
• Direct online bookings decreased from 79.2% to 66.7% during the same period.
• 39% prefer app downloads for faster performance, while 30% like mobile app features.
• 80% of hotel customers willingly leave reviews.
• Mobile travel sales increased from 36% in 2016 to nearly 50% in 2021.
• In 2020, about 50% reported more last-minute travel bookings due to the pandemic.

1. Global online travel is up 15.4% .

2. The travel industry is worth $1.2 trillion .

3. 80% book holidays online.

4. Top categories: packages, transport, accommodation.

5. S at. quietest, Mon . busiest for bookings.

6. Travelers check 38 sites on average .

7. Booking.com has 443M active users .

8. Online travel sales hit $755B in 2019 .

9. 30% of holidays cost over £2,500, 70% over £1,500 .

10. Asia-Pacific shows high growth potential.

11. 50% prefer a single website for booking.

12. 60% say it’s their priciest online buy.

13. 2021: online travel sector $800B revenue .

14. Online sales make up 66% of industry revenue .

15. The U.S. online travel market is worth $190.4B/year .

16. The global online market is expected to hit $1 trillion in 2030 and $521B in 2023.

17. By 2026, the online travel market will grow to $690.71B .

18. 148.3 million travel books are made online each year .

19. Only 44% of website visitors make a purchase.

20. Travel booking is the 4th easiest online shopping experience.

21. 2018: Online travel sales are worth $694 billion, with 10.4% YoY growth.

22. The U.S. online travel market is $190.4 billion in annual sales.

23. Over 700 million will book online by 2023.

24. 50% of American travelers spend 6 days on trip research .

25. Some book trips months in advance, others a week to a month .

26. The 50+ age group tends to book four months in advance.

27. The under-35 age group prefers Online Travel Agents.

28. 2 out of 3 online hotel bookings through official websites.

29. Average 2.2% conversion rate on hotel websites.

30. The top 20 hotels have a 5.6% conversion rate, and the bottom 20 have 0.3%.

31. Conversion rate influenced by website design and marketing.

32. 39% of all online bookings are for hotel reservations.

Nearly 70% of Millennials like loyalty programs, but 39% think they’re not great . Online Travel Agencies (OTAs) like Expedia and Priceline help you find travel services easily. They have lots of options.  Online booking means going to the hotel or airline’s website.  Here are some facts:

33. OTAs have 39% of the U.S. online booking market.

34. 33% of this market belongs to Millennials (Gen Y).

35. Over half of Gen Y book travel or hotels using OTAs.

36. 87% of Millennials help friends and family with their journey.

37. Nearly 70% of Millennials like loyalty programs, but 39% think they’re not great .

38. Regarding booking hotels, 60% of global millennials prefer general travel sites, while 22% use hotel-specific sites.

39. When booking flights, 44% of millennials worldwide opt for airline websites, with only 34% using general travel sites. This shows that many global millennials go directly to airline websites for flight bookings.

40. Younger travelers aged 18-34 typically lean towards digital methods for trip planning, while those above 35 tend to stick to traditional approaches.

41. Over 60% of travelers aged 18-34 consider flight prices and airlines when booking, but the price holds more weight.

42. Within this age group, 22% prioritize flight prices over the airline.

43. In contrast, 4% of travelers above 34 focus on the airline, while 10% prioritize the price.

44. More than 24% of people in the U.S. still prefer using physical agencies for vacation bookings.

45. In 2023, over 30% of leisure travelers visiting the United States opt for privately owned accommodations.

46. Among hotel guests, 57% favor booking through the hotel’s website or online travel agencies (OTAs), signaling a shift from phone bookings.

47. Among surveyed people, 41% choose online travel agencies (OTAs) for trip bookings, 29% prefer travel agents or operators, and 20% stick with traditional agents, highlighting the shift to online convenience.

48. Travelers under 35 often use OTAs to book hotel rooms .

49. Approximately 81% of visitors to online travel booking sites leave without completing a booking.

50. Travelers prefer OTAs for security, convenience, loyalty discounts , and reviews.

51. 12% of travelers expect quicker accommodations booking through websites than booking directly through hotels.

52. In 2018, 31% of internet-initiated hotel searches began via search engines, a 23% increase from 2017.

53. 23% of leisure travelers trust mobile devices to find flight and hotel details as much as desktop computers.

54. In July 2019, Booking.com received 697 million website visits , showing its influence.

55. TripAdvisor had 224 million website visits in the same month , solidifying its position as a go-to travel source .

56. Nearly 80% of travelers use their phones for information searches.

57. About 40% of travelers use virtual travel assistants for trip planning.

58. Google reports a 519% increase in travel searches with “tonight” and “today” in the past five years.

59. 70% of travelers use mobile devices to search for things to do, and 66% search for destinations .

60. Over 80% of business and corporate travelers desire a simpler booking process.

61. On average, travelers spend five days researching vacations to match their budgets.

62. Beach vacations are 2.5 times more popular than city breaks.

63. A 10% increase from 2021 shows that 63% of travelers are willing to choose eco-friendly options.

64. While 30% prioritize sustainability even if it’s less convenient, 50% make eco-friendly choices if it’s easy.

65. Over 50% prefer accommodation with sustainability certifications.

66. More than 80% of travelers increasingly adopt sustainable practices.

67. Climate headlines influence 50% of eco-friendly plans .

68. 59% of travelers aim to improve the places they visit.

69. 33% travel during off-peak times to avoid crowds.

70. Beautiful natural places inspire 60% of sustainable travelers .

71. Over 54% choose eco-friendly travel to protect destinations from tourism , while 32% feel guilty about environmental harm.

72. More than 20% use websites for public transportation updates and bike rentals.

73. 33% choose closer destinations to reduce their carbon footprint.

74. 33% are open to spending $50 to $250 for eco-friendly travel.

75. 41% select sustainable accommodations to reduce environmental impact, 33% to experience local culture , and 31% to connect with the community.

76. While 56% of travelers don’t actively seek eco-friendly places , they’ll choose them if they are easy to book and convenient.

The rise of online travel bookings is clear, with over 50% of hotel reservations happening online. It’s all about convenience, a wide range of options, and great prices. These stats show the current trend and hint at a future where more travelers will go digital. They help us make budget-friendly and sustainable choices in our journeys, guiding us toward unforgettable adventures.

Why do travelers face several barriers when making sustainable travel choices?

Travels often encounter several barriers, which include lack of knowledge, potential extra costs, finding sustainable travel destinations, etc.

What is the most popular type of e-booking in the hospitality and tourism industry in 2023?

Hotel reservations contribute the most to e-bookings in the hospitality and tourism industry in 2023. According to Statista data, hotel reservations account for 39% of all e-bookings. This is unsurprising, as hotels are a key component of the hospitality and tourism industry.

What is the most popular platform for online travel bookings in 2023?

According to Statista, Booking.com is the most visited online travel booking platform in 2023, with a 25% market share. As of September, the platform recorded more than 550 million visitors. Also, Hotels.com and Expedia are popular platforms with a 20% and 15% market share, respectively.

What percentage of hotel bookings will be online in 2023?

According to Statista, over 57% of hotel bookings have been made online in 2023. This means that most hotel guests book their stays directly through the hotel’s website or online travel agencies (OTAs).

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How Booking Holdings Makes Money

Yarilet Perez is an experienced multimedia journalist and fact-checker with a Master of Science in Journalism. She has worked in multiple cities covering breaking news, politics, education, and more. Her expertise is in personal finance and investing, and real estate.

In classical economics, no concept is more important than that of utility . The theory of utility is that every transaction we make in the marketplace is an attempt to maximize our satisfaction, however we choose to define that.

While utility is at the top of the list, convenience isn’t far behind. A company that makes it as effortless as possible for a customer to make a purchase, replacing hours of drudgery with a few keystrokes, can write its own ticket.

Or, to borrow a phrase, Name [Its] Own Price.

Priceline Group Rebrands

The Priceline Group announced its decision to re-brand as Booking Holdings Inc. in February 2018 in recognition of its largest revenue-generating subsidiary, Booking.com.

Key Takeaways

• Booking Holdings Inc. is the parent company of sites including Priceline, Booking, Agoda, Kayak, OpenTable, and RentalCars.
• The sites' product offerings overlap but each maintains a distinct user base and geographic focus that evolved with the site.
• All of the sites make money from travel commissions and advertising revenue.

Booking Holdings Inc. (BKNG) is the largest online travel company in the world. In addition to Booking.com and Priceline.com, Booking Holdings operates a number of other sites that at first glance seem to offer the same products and services.

All of the Above

You can book a room, a cruise, a car, or a flight at Priceline.com or Booking.com. At Agoda.com, you can do all of that, but it also gives prominence to vacation apartment rentals. Kayak.com does all of the above, but the focus is on a metasearch function that compares prices and offerings across all web travel sites.

All of the above are now Booking.com operations, as are the restaurant booking site OpenTable.com and the car rental site RentalCars.com.

Same, But Different

The differences among Booking Holdings' travel booking sites largely are an outgrowth of their independent origins. Agoda, purchased in 2007, is headquartered in Singapore and still caters mostly to customers in Asia and the Pacific region. Booking.com originated in the Netherlands and draws most of its clientele from Europe. That said, both sites are happy to book anyone for a destination pretty much anywhere on Earth. 

Owning similar and seemingly redundant travel sites isn’t particular to Booking Holdings. Expedia ( EXPE ) owns popular sites like Hotwire, Trivago, and Hotels.com, as well as Orbitz and Travelocity.

Beyond U.S. Borders

Perhaps inevitably for a global travel company, Booking Holdings makes most of its money outside the U.S. But the U.S. is the world’s largest economy, so surely it should account for more of Booking Holdings business, right? 

It doesn't, and for several reasons. The American hospitality industry is dominated by chains to a far greater extent than in the rest of the world. If you’re in the U.S. and want to stay at a Carlson or Vantage hotel, chances are fairly good you’re going to book via the chain’s own website. Your loyalty will be rewarded with discounts and complimentary rooms, giving you less incentive to browse Booking Holdings services.

Internationally, independently operated properties and smaller chains hold a greater share of the market. It serves those properties well to be associated with a globally powerful brand like Booking Holdings. 

Following the Money

Booking Holdings organizes revenue into three categories: agency, merchant, and advertising/other.

• Agency doesn’t refer to a brick-and-mortar travel agency, a concept quickly becoming extinct. Rather, Booking Holdings acts as the agent for the third party that’s selling its services. Book a room at the Hilton through Agoda, and the travel commission is counted in this category. 
• Merchant revenue comes from transactions in which Booking Holdings, which doesn’t operate hotels and car rental lots itself, is the merchant of record. When you use the “Name Your Own Price” option on Priceline, the sale counts here. Booking Holdings takes a few dollars for itself while the rest goes to the hotelier. 
• Advertising revenue is an underrated and under-appreciated stream for the modern online travel business, and Booking Holdings capitalizes on it like few others. Those square inches of screen space on Priceline.com and Kayak.com are paid advertising . 

As of mid-August 2022, BKNG stock was trading at more than $2,000 a share and has been trading above $1,000 a share since September 2013.

$11 billion

Booking Holding's total revenue in 2021. That's up from $6.8 billion the previous year.

Unlike many second-generation online darlings with astonishingly high prices, Booking Holdings makes money. Its year-over-year balance sheet data shows revenues rising every year.

Booking Holdings 2021 annual report disclosed the total revenue for the quarter was $11 billion, up from $6.8 billion the previous year.

Just as impressively, cost of revenue  has somehow managed to decline each year — not just in relative terms, but in absolute terms. Extrapolate the trends into the future and Booking Holdings may someday be spending practically nothing to make money.

Booking vs. Expedia

To a casual observer of the markets, Expedia Inc . would seem to be the big player and Booking Holdings the up-and-comer. Expedia is better publicized, carries greater name recognition, and has more notable subsidiaries.

But Booking Holdings is far more successful. By establishing itself with Priceline's uncommon business model—the buyer setting the price within reason—and then transitioning into a more conventional model while retaining the quirky option, Booking Holdings positioned itself to broaden its base through acquisition.

It bought Booking.com on the cheap, for cash, and turned it into a vital part of the core business. It did the same with Agoda, more or less.

As the family of Booking Holdings sites continues to offer steep discounts to customers while generating enough business to make the arrangement more than worth the providers’ while, continued growth and success seem inevitable.

U.S. Securities and Exchange Commission. " Form 10-K, Booking Holdings, Inc. ," Page 1.

Booking Holdings. " 2021 Annual Report, Form 10-K, Booking Holdings, Inc. ," Page 1.

Booking Holdings. " Home ."

Booking Holdings. " 2021 Annual Report, Form 10-K, Booking Holdings, Inc. ," Pages 2, 4.

Agoda. " Priceline.com Acquires Asian Online Hotel Reservation Service Agoda Company ."

Booking Holdings. " 2021 Annual Report, Form 10-K, Booking Holdings, Inc. ," Page 4.

Expedia Group. " Form 10-K Expedia Group, Inc. ," Page 37.

Booking Holdings. " 2021 Annual Report, Form 10-K, Booking Holdings, Inc. ," Page 113.

Booking Holdings. " 2021 Annual Report, Form 10-K, Booking Holdings, Inc. ," Pages 2-4, 50.

Nasdaq. " BKNG Historical Data ," Page 125.

Booking Holdings. " 2021 Annual Report, Form 10-K, Booking Holdings, Inc. ," Pages 2, 50.

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Global Online Airline Booking Market 2022

• October 2022
• Region: Global
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• ID: 4876997
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Air travel demand across regions is estimated to reach at least three quarters of pre-pandemic levels in 2022

The overall online travel booking experience is still not optimal worldwide

The post-pandemic surge in overall travel has led to gradual growth of the online air travel revenues, with revenues experiencing a single-digit CAGR between 2020 and 2021, as revealed by the new report. Although there has been a shift from offline to online booking platforms, consumer expectations with regards to user-friendly experiences remain to be fulfilled. According to a global survey, close to half of the respondents want to book flights and other travel essentials through a single website. But around one third of the respondents still find comparing offers difficult and time consuming when searching and booking flights online. Thus, a certain percentage of respondents do not enjoy booking trips and flights online. It therefore comes as no surprise that airlines experience the second-highest cart abandonment rate globally among selected industries. The percentage of users abandoning their carts when booking via specific online travel websites is also high.

Countries are on the way to recovery in air travel demand

North America remains the region with the largest estimated air travel net profits in 2022, followed by Europe and Asia-Pacific.. Full recovery of the air travel demand in North America is expected in 2022, with other regions in the world estimated to all reach at least over 70% of pre-pandemic air travel levels. Despite such a recovery, some countries in Asia-Pacific are not on the same growth trajectory as others. In China, for example, the strict travel restrictions and uneven vaccine rollout have caused the country’s recovery to lag. The Russia-Ukraine war is also still disrupting the air travel in Europe. Nevertheless, all regions are expected to recover in the long run. The air travel demand in Europe is still estimated to reach a high double-digit percentage of pre-pandemic levels.

Questions Covered in the report:

• How did the pandemic change the online flight booking market in 2020 and 2021?
• Which countries are leading in terms of online air travel revenue?
• What are the biggest concerns of air travelers?
• Which channels are preferred by travelers worldwide for researching and purchasing airline tickets?
• What are the leading airline websites worldwide?

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

• Aerolineas 
• Cheapflights 
• Latamairlines 
• TripAdvisor
• Vivaaerobus 
• Commercial Aerospace

Global Online Airline Booking Market by Booking Type (Direct Booking, Third-Party Booking), Platform Type (Desktop/Laptop, Mobile Devices), Customer Type, Trip Type - Forecast 2024-2030

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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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eCommerce: Market Insights

Travel & tourism ecommerce: online revenue share & segments.

Travel & Tourism revenues are increasingly being generated by online channels. But what impact does eCommerce have on the Travel & Tourism industry exactly? Here is what you need to know about the global tourism market.

Coming soon

Online Travel & Tourism: Key Insights

Post-Pandemic Recovery : The Travel & Tourism industry reached pre-pandemic levels of revenues in 2023.

Online Share Growth : By 2028, online revenues are expected to approach 3/4 of the total market.

Revenue by Segment : Hotel and vacation rental bookings generate 76% and 71% of their revenues online, making them the largest online sales segment in the global Travel & Tourism market.

The end of Covid-19 restrictions came as a blessing for many industries. One of these is the travel industry. Already before the pandemic, online channels became more important for consumers to book their vacations. With pandemic restrictions ending, the Travel & Tourism industry is returning back to normal. And its online shares continue to grow.

Tourism Sector Returns to Normal After Pandemic Slowdown

The tourism sector was possibly the hardest hit industry in pandemic times , with revenues in 2020 collapsing to less than half of the 2019 levels, according to Statista Mobility Market Insights . Pandemic recovery was also slower in the Travel & Tourism market than in other sectors – revenues remained below pre-pandemic levels for three successive years.

2023 is the first year which suggests that the tourism industry is back to normal , with revenues finally climbing above 2019 levels to a total of US$855 billion globally, according to Statista Mobility Market Insights forecasts, and further growth is projected for the upcoming years.

But the pandemic has had a lasting impact on the way consumers book their travels . As in other industries, the already existing trend towards digitization and online bookings was fueled:

More Than 2/3rd of Total Revenues in Travels & Tourism Generated Online by 2023

The online revenue share in the total global Travel & Tourism market climbed 6 percentage points above pandemic figures, from 63% in 2019 to 69% in 2023, according to Statista Mobility Market Insights. In other words, more than two thirds of all revenues in the market were generated through online channels in 2023.

And there is no end in sight to the growth of the online sector . By 2028, offline revenues are expected to account for one fourth of all revenues in the global Travel & Tourism market. This is a strong sign for travel providers to invest further in the online business if they do not want to lose track.

Hotel and Vacation Rental Bookings Generate the Highest Online Revenue

When taking a closer look at the market, however, it becomes clear that the dominance of online channels is not equally strong in all market segments .

While some are already highly online-driven, others still have a long way to go:

An analysis of the different market segments shows that hotel and vacation rental bookings are mainly driving online sales in the global Travel & Tourism market. The two segments generate 76% and 71% of their 2023 revenues online, respectively, and are therefore above the average online share in the total market.

Package holidays, such as all-inclusive offers, also have a strong online segment: Two thirds of revenues were generated online in 2023.

Cruises and Camping Still Mostly Booked Offline in 2023

The two segments which are quite far below the market average in terms of online shares are camping and cruises. Just above half of revenues in the camping segment were made online by 2023. Cruises really stand out, with an online revenue share as low as 23%. A possible explanation is that the latter two segments, camping and especially cruises, are classic holiday concepts whose clientele are to a great extent older generations, which are considered to be less willing to purchase these trips online.

The digital revolution in the camping and cruises segments might still be ahead , but not out of sight as digital natives become older. Investments in the expansion of online channels might thus also pay off in the cruises and camping segments.

The Travel & Tourism industry suffered tremendously during the pandemic . However, the industry has made a remarkable recovery and has recorded rising revenue levels above the 2019 levels to a total of US$855 billion globally in 2023.

The online share of revenue grew from 63% in 2019 to 69% in 2023, throughout the pandemic. Offline revenue are steadily declining and by 2028, it is estimated that offline revenues will account for merely one fourth of the total revenue in the global Travel & Tourism market. Hotel and vacation rental booking is ranked as the highest revenue generating sector while camping and cruises are among the lowest in terms of online revenue generation.

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Fresh details on marriott’s travel booking tool for small businesses.

Marriott International has debuted a new booking platform to help small and mid-sized companies book business travel.

Skift reported the news on Tuesday but we wanted to learn more about how the tool, powered by startup Spotnana, works for road warriors.

“We think we’ve put together something really compelling here for travelers at small and medium-sized businesses who had been dissatisfied with what was out there,” said Drew Pinto, executive vice president and chief revenue and technology officer at Marriott. “We think it’s going to drive more demand to our hotels and unlock our ability to have personalized interactions with these business travelers.”

Marriott is targeting smaller companies that “self-manage” their travel because they’re too small to have the help of corporate travel managers. Employees either book travel themselves or use a personal assistant to book trips.

Marriott is betting it can lure road warriors with loyalty perks and a streamlined booking experience. Its program offers discounted rates and other benefits. Here are some key details.

Marriott created this platform for two reasons:

A gap in the market : According to Marriott’s surveys, existing tools and offerings didn’t meet this segment’s unique needs. “They could find great discounts, but that’s about it,” Pinto said.

A segment of rising importance : Small and medium businesses recovered first after the pandemic and have become a larger part of Marriott’s guest mix than in 2019. These business travelers are now staying at properties in numbers above pandemic levels, while large corporations are still lagging 2019 volumes. “We’ve been very successful in this space, but we never really tailored anything to the unique needs of this segment,” Pinto said.

What’s new?

Small- to medium-sized businesses that join the platform will be eligible to select a discount at hotels “subject to availability,” all while earning points for future stays at participating hotels, room upgrades, and more.

Unlike any other major hotel group, Marriott now offers smaller businesses the ability to book rooms at its hotels at the same time as booking flights and rental cars in the same portal. It has built this service on top of an open platform created by startup Spotnana.

“We built a direct API integration to Marriott’s central reservation system, allowing the platform to create new offers directly to customers,” said Sarosh Waghmar, founder and chief product officer at Spotnana, to Skift. This process provides travelers with the fullest, most real-time inventory possible.

Loyalty play

Employees must sign up for Marriott’s loyalty program to participate.

The push to get people to use the loyalty program may help the hotel group encourage more repeat bookings. It will also help the company’s computers recognize travelers and target relevant ads to them after their stay — making their digital marketing more efficient.

The program provides elite status awards for companies that meet certain company-wide usage thresholds. Companies can give status awards to employees, such as an executive assistant who plans the travel for a company’s top leaders.

What’s next?

Marriott will see how the platform does with guests and prioritize new features in the travel management platform based on customer usage and requests. Here’s what else is on its product roadmap.

Making the connection to group bookings more seamless. “You’ll see in the product that there’s a link off to our quick group solution where you can book instantly for group stays in our hotels,” Pinto said. “Our goal would be to make that even more seamless.”

Potentially emphasizing certain hotel brands in the search process if they resonate best with small- and medium-sized businesses and downplaying brands that aim at leisure travelers or families.

Getting the word out

Marriott plans to market its new platform through both broad and direct marketing.

Internal marketing through local hotel sales teams

Targeted marketing tailored to SMB customers, different from typical consumer-focused campaigns. “Coming out of the pandemic, within the marketing team, we created a small group for B2B marketing to really listen to this type of customer,” Pinto said. “It spans from large corporate enterprise customers to these smaller customers.”

Presence at events like the Global Business Travel Association conference in Atlanta later this month to raise awareness

Driving direct bookings

Marriott wants to cut out the intermediaries and capture more bookings directly.

That means the hotel giant is implicitly muscling in on business travel middlemen that have, in recent years, built large customer lists among small-and-medium-size businesses, such as Navan , Travelperk , and Booking.com for Business .

The move comes as companies scrutinize travel budgets and demand more efficient solutions. Marriott sees an opening to simplify the fragmented business travel process.

But displacing specialist digital-native providers won’t be easy.

“If a third party is the best solution for our customer, we’re happy to honor that solution and make it as easy as possible to use it,” Pinto said. “But there are many, many customers that feel there’s been nothing that meets their full needs. So we launched this because, in those situations, we prefer to have customers book directly with us.”

“When a guest books directly, we know who they are and their preferences and we can recognize them at check-in,” Pinto said. “They can manage their check-in through our app, which unlocks so much of what we’re able to do to provide, more personalized experiences during a stay.”

Whether companies bite and use the new portal remains to be seen. But Marriott’s play signals the battleground is shifting in the fight for valuable business travelers.

Marriott’s Latest Tech Play Aims to Streamline Business Travel

Marriott has debuted a suite of travel tools to let road warriors book, manage, and expense business travel without having to visit third-party services.

Get breaking travel news and exclusive hotel, airline, and tourism research and insights at Skift.com.

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TBO Holidays Blog | One Stop Solution for Travel Agents

Air Ticket Portals For Travel Agents: Higher Revenue And Maximum Business

From finding affordable tickets to locating a comfortable seat, a single click is enough to complete these tasks. Yes, an air ticket portal for agents saves travel agencies and customers from the pain of spending too much time on switching between different slow-loading websites for booking tickets and selecting their preferences. Travel agents in today’s time rely on the help of technology to expand their business and earn higher revenue. If your agency is not doing the same, don’t lag behind in the industry of competence. Let us discuss how air ticket booking portal for agent help travel agencies to generate higher revenue. 

Boost your travel agency business with flight ticket agent portal

1. passenger friendly features.

Flight ticket booking portals are aimed at providing ease to the users. Passengers like to have their preferred seats for a comfortable flight experience. After all, nobody likes to sit inconveniently for long flight hours. These air ticket portal for agent​ allow users to select the seat of their choice so they can enjoy the journey. They can also find the baggage rules and regulations on the portal, which is helpful for first-time travelers. 

2. Marketing and selling tools

Agents can earn higher revenue by promoting various products and services on their portal. They can effortlessly sell things by putting up advertisements, generating an additional revenue stream for travel agencies. Leveraging several marketing tools helps them gain more customers and higher business. Apart from that, other tools are integrated to create compelling email and social media marketing campaigns. Travel agents can use the data analytics to understand what is performing and what is a complete waste. 

3. Faster response to customers

Flight ticket portals are tech-driven, which quickens the response time so their queries are resolved on time. Travel agents can provide better customer service by ensuring their round-the-clock availability. Booking tickets online becomes easy when the portal has customer-friendly specifications. Adding a chatbot to the portal makes sure users receive adequate information. 

4. B2B air ticket portal for instant bookings

Most of the travel portals have special sections for B2B bookings, else they would have another vertical offering the same for their registered agents. With the help of a B2B flight booking portal for Travel Agents, tickets are easily booked by giving immediate access to the flight timings, their availability, and the price list. Travel agents can easily compare different options in the selected airline, choose the best one, and complete the booking process in a matter of minutes.

These portals reduce the need to access different websites, making the process easier, faster, and convenient and efficient to book flights at any time anywhere with instant confirmation and safe transactions. Additionally, the portals provide the option to include business travel policy for compliant bookings by the employees. 

5. Loyalty programs

Offering loyalty programs and customized discounts to regular customers make them stay longer with the travel agency. The ticket booking portal allows agents to incentivize several loyalty programs they can offer. Loyal customers not only provide repeated business but also bring more customers to the agency through positive word-of-mouth and recommendations. Loyalty programs are an efficient way of keeping the customers happy. 

Related Post

6. Hassle-free refunds 

Air ticket portals have a separate section for initiating refunds whenever a customer is eligible to claim them. This includes a simple and quick process where the user fills out some general details to initiate the refund. Once the customer support team completes the verification process, the money is credited back to the source. Offering seamless refund methods earns customer trust, which adds value to a travel agency’s business. 

An air ticket portal for agents offers multiple benefits to travel agencies, one of which is customer retention. These portals allow quick flight booking and a seamless experience. We live in a digitally-driven age where 10-minute doorstep deliveries have completely altered consumer behavior. They need everything done at thunderbolt speed, and booking flight tickets is one of them. Forbes reports that 61% of customers are willing to pay at least 5% more for a product or service if they are assured of receiving a good customer experience. A travel agency that has embraced the power of technology is already a step ahead of its customers. 

Agencies aiming to generate higher revenue through air ticket booking portals should seek help from an expert service provider. TBO Holidays is one of the renowned and experienced experts who deliver customer-friendly flight booking portals for agents. Reach out for more information. 

Air Ticket Portal For Travel Agents FAQs

These are tech solutions that help in quickly booking flight tickets. Users get instant confirmation on their email and contact number about the booking. These portals also have numerous airline options that users can choose from.

Mobile apps developed for travel agents cost a little more than the portals because of added functionality. Ticket portals can be accessed through any browser but mobile apps should be cross-platform compatible. This leads to added costs.

Creating an air ticket portal is a complex task that can take about 60-90 days based on the travel agency’s requirements. Contact an expert like TBO Holidays to know more about these portals and their turnaround time.

Travel agents use an incentive model to thank their loyal customers for repeated business. They provide them access to loyalty programs like exclusive discounts and offers on tickets to extend their gratitude.

Yes, most of these B2b flight booking engine​ are mobile-friendly. They can be opened on mobile phone browsers.

Pratyush Kumar Srivastava is a seasoned expert in B2B travel writing with years of experience in the industry. With a deep understanding of the intricacies of travel technology, supplier relationships, and market trends, Pratyush offers valuable insights to help businesses optimize their travel booking strategies. Passionate about innovation and efficiency, he is dedicated to guiding travel agencies through the complexities of modern distribution channels to achieve growth and success.

Pratyush Kumar

Recommended articles, how to leverage hotel booking sites for travel agents.

Understanding The Benefits And Procedure For Air Ticket Agent Registration

How To Boost Your Travel Agency Business With B2B White Label Travel Portal​?

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Travel and transport

• Published: 15 July 2024

Cite this article

• Ian Yeoman 1  

Avoid common mistakes on your manuscript.

Revenue management is at the heart of the travel and transport industry. It is engrained into the business philosophy of these industries from strategy to operations. The advancement of revenue management continues to come from these industries given the perishability and competitive nature of selling the right capacity to the right customer at the right time at the right price (Kimes 1988 ). In this issue, we continue to develop research, ideas, and case studies of cutting edge revenue management and pricing practices.

Subscription models where consumers pay fixed (monthly) fees for access to services are becoming increasingly popular across a wider set of service offerings as firms look for ways to stabilize revenues. Lodging subscription services are natural and flexible extensions of timeshare models whereby consumers pay monthly subscriptions fees to get access to a wide variety of stay options. The value of the subscription service may be difficult for consumers to evaluate and hence limit adoption. This study by Jiang and Anderson ( 2024 ) demonstrates that service providers can assist consumers in maximizing use of their subscription through the addition of simple sort functionality or via more robust optimization approaches.

The Indian Railways has adopted a dynamic pricing mechanism for its premium trains like Shatabdi, Rajdhani, and Duronto. This led to an increase in its revenue but also a fall in passenger traffic. Singh et al. ( 2023 ) analyzed the existing dynamic pricing model. A major flaw in the existing system is that the present system is only a fare hike system rather than a dynamic pricing system as there is no provision for a decrease in prices when the demand is low. The authors developed a route selection criterion based on the key parameters where dynamic pricing would yield good results.

Getting the right fares is a key lever for increasing operating profitability in the airline industry. It is crucial to design fares that are both appealing to passengers and contribute to an increase in airline revenue. Although airline revenue management techniques have evolved to capture customer-choice behavior, the pricing and allocation decisions continue to be taken independently. Jayaram et al. ( 2023 ) paper presents a joint optimization model (JOM) that considers product prices and their allocation quantities as decision variables. Booking control focuses on the problem of deciding whether to accept or reject bookings to maximize revenue while considering limited capacity. For freight applications, computing the cost of fulfilling requests requires solving an operational decision-making problem which often corresponds to a mixed-integer linear program. Dumouchelle et al. ( 2024 ) propose a two-phase learning-based approach that first learns to predict the objective of the operational problem, then leverages the prediction within reinforcement learning algorithms to compute the policies.

Traditional revenue management systems are built under the assumption of independent demand per fare. The fare adjustment theory is a methodology to adjust fares that allows for the continued use of optimization algorithms and seat inventory control methods, even with the shift toward dependent demand. Since accurate demand forecasts are a key input to this methodology, it is reasonable to assume that for a scenario with uncertainties, it may deliver suboptimal performance. Particularly, during and after COVID-19, airlines faced striking challenges in demand forecasting. Gonçalves and Almada-Lobo ( 2024 ) identify, first, the theoretical dominance of the fare adjustment theory under perfect conditions. Second, it lacks robustness to forecast errors.

This paper by Li et al. ( 2024 ) studies the opaque selling strategy for a parallel-flight airline based on a newsvendor model with stochastic demand. The optimal pricing decision and capacity allocation policy are obtained and analyzed the subject to necessary assumptions. There is a relationship between the optimal allocated capacities of these flights, and the airline can adjust its capacity allocation decisions according to this relationship.

Strategic levers play a fundamental role in revenue management (RM). Earlier research has established price, time, and space as the three levers businesses can wield to optimize performance, but a synthesis of all three is missing. Kuokkanen ( 2024 ) presents a three-dimensional model of revenue management levers that categorizes industries in eight octants, visualized as the cube of RM levers. The cube sharpens RM theory and helps companies to identify new opportunities for revenue optimization through comparison with other businesses within their octant.

Competitive revenue management has been practiced in the airline and hotel travel verticals for over two decades. Leveraging the selling fares and rates of competitors as input into the revenue management systems improves inventory control recommendations that is reflective of prevailing market conditions. Recently, several class action lawsuits have appeared against casino-hotel operators who use automated revenue management software to recommend the best available rates. Vinod ( 2023 ) article attracted the attention of the Department of Justice and the Federal Trade Commission who are investigating anti-competitive practices of casino-hotel operators. While competitive revenue management is an established business process in the travel industry, this brings up the issue of the future of this revenue management practice in travel.

Dumouchelle, J., E. Frejinger, and A. Lodi. 2024. Reinforcement learning for freight booking control problems. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-023-00459-1 .

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Gonçalves, T., and B. Almada-Lobo. 2024. Enhancing robustness to forecast errors in availability control for airline revenue management. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-024-00475-9 .

Jayaram, A., R.K. Amit, A. Agarwal, and X. Luo. 2023. Elasticity-integrated pricing and allocation heuristic for airline revenue management. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-023-00454-6 .

Jiang, J., and C.K. Anderson. 2024. Optimization of travel subscription use. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-024-00488-4 .

Kimes, S.E. 1988. Yield management concepts and solution techniques: Application to the lodging industry . Ithaca: School of Hotel Administration, Cornell University.

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Kuokkanen, H. 2024. Strategic levers of revenue management: A three-dimensional model to categorize industries. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-024-00484-8 .

Li, B., X. Guo, and L. Liang. 2024. Optimal pricing decision and capacity allocation of opaque selling in airline revenue management. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-024-00483-9 .

Singh, K., P. Dhake, and S. Narayanaswami. 2023. A dynamic pricing strategy model for Indian Railways. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-023-00450-w .

Vinod, B. 2023. Future of personalization in travel. Journal of Revenue and Pricing Management . https://doi.org/10.1057/s41272-023-00460-8 .

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Yeoman, I. Travel and transport. J Revenue Pricing Manag (2024). https://doi.org/10.1057/s41272-024-00495-5

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Published : 15 July 2024

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Travel invented loyalty as we know it. Now it’s time for reinvention.

Travel brands didn’t invent loyalty programs, which have been traced to as far back as the 18th century . 1 James J. Nagle, “Trading stamps: A long history,” New York Times , December 26, 1971. But ever since the first major airline frequent flier programs appeared in the early 1980s—soon to be followed by similar programs from hotel chains—the travel industry has become known for letting customers accumulate redeemable “miles” and “points.” Modern-day voyagers are deeply familiar with loyalty-related concepts such as status tiers, members-only lounges, and point-earning credit cards.

Travel loyalty programs were originally designed to influence travelers’ behavior. By offering rewards such as free flights and hotel rooms to frequent customers, a company might convince power users to consolidate their travel spending with its brand. Why fly airline X when you’re halfway to earning a free perk for remaining faithful to airline Y?

Over time, many travel loyalty programs became wildly successful—not just as a way to boost sales or strengthen customer relationships but as major profit centers in their own right. Travel companies found they could sell loyalty points in bulk to, for instance, banks, which in turn offered the points to their credit card customers as rewards for spending. In 2019, United’s MileagePlus loyalty program sold $3.8 billion worth of miles 2 Brian Sumers, “How is United Airlines’ loyalty program worth $22 billion?,” Skift, June 15, 2020. to third parties, which accounted for 12 percent of the airline’s total revenue for that year. In 2022, American Airlines’ loyalty program brought in $3.1 billion in revenue, and Marriott’s brought in $2.7 billion. 3 Form 10-K, fiscal year ending December 31, 2022, American Airlines Group, Inc.; Form 10-K, fiscal year ending December 31, 2022, Marriott International, Inc. Many loyalty programs have evolved into discrete divisions with their own profit-and-loss ledgers.

Along the way, however, some travel players have shifted their focus away from the original purpose of these programs. As loyalty programs have become powerful bottom-line enhancers, companies have sometimes been tempted to view them first and foremost as revenue generators instead of tools to sway customers’ behavior or to improve customers’ experiences . The postpandemic resurgence of travel demand has also pressured companies to shore up their loyalty programs’ viability by devaluing members’ points and miles and enacting rule changes that have at times caused customer frustration. At the same time, innovative loyalty programs in other industries are raising the bar, opening customers’ eyes to the value that loyalty programs can offer.

As a result of these factors, travel loyalty program members have become increasingly disloyal. For some customers, reaching the top tier of a loyalty program is still almost a facet of their personal identities—“Just a couple of more flights, and I’ll reach elite status!” But many loyalty program members now seem more inclined to play the field. The warm feelings at the heart of loyalty, which lead travelers to show allegiance to a brand and trust that their faithful behavior will be noticed, seem to fade when brands let their focus drift away from rewarding their most valuable and consistent customers.

Loyalty is about more than a program, a department, or a tangible redemption offer.

Loyalty is about more than a program, a department, or a tangible redemption offer. True loyalty is won through a genuine desire to forge bonds with customers and thereby maximize each customer’s lifetime value to the brand. Travel brands, therefore, should consider rethinking and reinventing their loyalty programs in ways that frame loyalty as something more than points and miles. A mindset shift, coupled with three practical actions, could help restore the luster of loyalty programs while bringing straying customers back into the fold.

A mindset shift, coupled with three actions, could restore the luster of loyalty programs while bringing customers back into the fold.

How we got here: Disruption, devaluation, and dissatisfaction

When travel came to a halt as a result of the COVID-19 pandemic, many travel brands—hoping to keep customers happy—“froze” the loyalty program status levels of members who might have otherwise lost perks due to a lack of travel activity. When travel spending was slow to resume, brands changed their program rules to make status tiers significantly easier to reach and maintain. These moves made sense in the face of an unprecedented disruption, with far fewer miles and points being redeemed.

But as travel recovered, loyalty programs became burdened by increased redemptions and overpopulated high-status tiers (evidenced, for example, by the lines outside the doors of airport lounges). Some major travel brands have responded by adjusting loyalty program rules. They’ve ended the status extensions that were granted during the pandemic, and they’ve devalued points and miles—raising the bar to redeem them for free flights and rooms.

All these changes have, understandably, been made with an eye toward programs’ profit-and-loss statements. But collectively, they’ve resulted in widespread customer dissatisfaction. Program members have chafed at having their points devalued and benefits clawed back. Meanwhile, successful loyalty programs in other sectors have opened customers’ eyes to other types of value that these programs can provide, such as better customer experiences, richer communities, more tailored personalization, and exclusive access to events or offers.

Loyalty surveys conducted by McKinsey in 2021 4 The 2021 loyalty survey of roughly 10,000 American consumers covered multiple sectors (including airlines, hotels, cruise lines, banks, retail, grocery, and others). and 2023 5 The 2023 loyalty survey of 3,200 American travelers covered the airline, lodging, and cruise sectors. revealed a steep decline in the likelihood that a customer would recommend airline, hotel, and cruise line loyalty programs to a friend or colleague—even though the likelihood that customers would recommend the airline, hotel, and cruise line brands remained relatively steady (Exhibit 1).

A focus on a loyalty program’s bottom line can distract from its higher purpose

A travel loyalty program might be able—at least temporarily—to disappoint its members while inflicting minimal damage on its company’s earnings. This is because so much of a modern travel loyalty program’s importance comes from B2B sales of batched points or miles. The programs’ most relevant customers in terms of generating revenue are credit card companies, not individual travelers. And these B2B deals generally involve long-term contracts that guarantee sales years in advance. A travel brand can unilaterally issue more loyalty program points to sell to third parties at any time, as well as raise the redemption levels for flights or rooms if margins become undesirable.

Meanwhile, airline travelers have fewer options than they did in the past. Consolidation of major airline brands means it’s harder for frequent fliers to abandon one airline and its loyalty program for another without losing access to convenient flight routes or departure times. And customers who have already banked a large number of miles or points with one airline or hotel program can feel locked in.

For all these reasons, loyalty programs appear to be in a position of strength. But a narrowed emphasis on revenue and costs could lead to brands’ losing focus of the big picture. Travel loyalty programs were originally conceived as a clever way to influence customer behavior—and encourage customer loyalty. But it’s not clear if the programs are currently fulfilling either mandate as successfully as they could.

McKinsey research reveals that airline loyalty programs’ ability to change fliers’ behavior declined between 2017 and 2021, and again between 2021 and 2023 (Exhibit 2). During those time frames, it became less likely that a customer who was a member of a given airline loyalty program would report that they chose the associated airline over other options or increased the frequency of their spending with that airline. If this trend continues, it could eventually create a vicious cycle: airlines would cut loyalty program budgets if they deemed them ineffective at influencing customer behavior, lower budgets would lead to reduced program benefits, and less attractive benefits would result in customers perceiving program participation as having less value.

McKinsey research further shows that loyalty program members these days aren’t especially loyal (Exhibit 3). Hotel, cruise, and airline travelers are typically members of about three or four different loyalty programs within a given sector, our analysis finds. On a yearly basis, they consider traveling with about three different brands within that sector and ultimately transact with more than one of them. Travelers don’t even consolidate their spending with the brand they say they “prefer” within a sector: the median share of the customer’s wallet for preferred brands is only about 50 percent in lodging, 60 percent in cruise lines, and 60 percent in airlines—with the remainder of the customer’s spending spread around to other players within the same sector.

Evidence suggests this trend will persist. According to our 2023 survey on travel loyalty, younger generations are more likely to consider and transact with multiple travel players. Gen Zers and millennials consider about 1.7 times as many brands as do baby boomers and the Silent Generation and transact with about 1.3 times as many brands.

All this comes at a time when the travel loyalty market is becoming more competitive. Consumer banks, which were once content to offer cobranded credit cards featuring travel brands as the marquee partner, are now launching their own self-branded travel awards ecosystems and booking platforms. Travelers might wonder why they should put all their loyalty points in one basket with a single airline or hotel brand when a consumer bank might offer more flexible rewards redemption and possibly a better user experience. (It’s worth noting that our research suggests the likelihood that a customer would recommend some of the major consumer banks with travel loyalty initiatives to a friend or colleague is far higher than the likelihood that a customer would recommend a cruise line, lodging brand, or airline.)

How to reshape loyalty for a new travel landscape

Our research finds that experience —far more than tangible, “earn and burn” benefits—is what wins customers’ loyalty. Experiential factors, including “offering an experience worth paying more for” and “feeling taken care of,” have become more important over time and now account for three of the top five (out of more than 40) drivers of loyalty to cruise lines, hotels, and airlines. For hotels, experience has four times more impact than tangible benefits on purchase frequency, while for airlines, experience is more than twice as likely to influence frequency. Positive past experiences are the biggest factor in customers’ desire to travel more with a company in the future.

The following three steps could help travel brands adjust to this changing landscape and engender loyalty that goes beyond a mere quest for redemptions and perks.

Put experience at the core of loyalty programs

When our 2023 survey asked American respondents which company they’re most loyal to, Amazon received more votes than the top six travel players combined—despite the absence of any traditional, points-based loyalty program. How does Amazon win loyalty? By providing a frictionless experience.

How can travel brands learn from this and win customers’ love even when points and miles are worth less? By offering distinctive, satisfying experiences: making customers feel delighted is the key to their hearts, but McKinsey’s 2023 loyalty survey showed that only 20 percent of travelers were delighted by a recent travel experience.

Companies should strive to design loyalty programs around experiential benefits that make travelers feel special. This can be win–win, such as when Delta offered free in-flight Wi-Fi to loyalty members, which led to a better experience for the members while also boosting enrollment in Delta’s loyalty program. In retail, some programs bring together engaged communities of like-minded brand loyalists. Advance notice or exclusive access to offers can send loyalty members a signal that the brand considers them VIPs.

Brands should seamlessly integrate customer experiences between desktop, mobile, and physical locations—meaning that frontline workers have an important role to play. Proper execution of customer service is vital for getting experiences right, so companies should try to keep frontline workers top of mind. Workers should be given the proper training and tools to satisfy customers, and the effectiveness of this training should be measured.

When it comes to mitigating, or avoiding, a negative customer experience, saying “sorry” can go a very long way. Companies should proactively engage customers after service shortfalls, as a service challenge can actually lead to an increase in customer satisfaction if handled well. The form an apology takes might be made commensurate with a customer’s status level in the brand’s loyalty program, and any recompense can be informed by a predictive analysis of its impact —considering factors such as the magnitude of the lapse and the nature of the customer’s other recent interactions with the brand.

(Finally) use data to offer personalization to members

Travel brands have long had access to reams of customer data. Loyalty program members surf on travel companies’ Wi-Fi, sleep in their hotel rooms, fly on their planes, and cruise on their ships. But many travel brands haven’t yet captured the opportunity to use these unique data to offer their members personalization on par with other industries. Likewise, although airlines and hotels have incredibly sophisticated, lightning fast, AI-enabled pricing algorithms, they aren’t consistently harnessing their technology capabilities to power real-time customer personalization.

Nontransactional engagement opportunities, such as the daily interactions fostered by social communities, offer rich troves of data that can be used to hone personalization. In turn, personalization can drive engagement, as seen in Sephora’s Pocket Contour Class initiative, which lets users upload a selfie to get personalized makeup tips.

Personalization can be employed to tailor both experiences and offers for loyalty members. Our research has shown that 78 percent of consumers are more likely to make a repeat purchase when offered a personalized experience . The goal should be to achieve a hypersegmentation of program members that’s so nuanced, it results in a “ segment of one .”

Rethink partnerships to protect self-interests while delivering customer value

Since the 1980s, travel companies have been partnering with banks to launch cobranded credit cards. But several credit card brands now offer their own, self-branded travel rewards ecosystems. These ecosystems sometimes direct bookings to airlines, hotels, and cruise lines—but they can also serve as a way for credit card brands to steal away travelers’ loyalties. These types of transactional partnerships with consumer banks might eventually cease to be a winning play for travel companies. In time, travel loyalty programs could be driven to seek alternate sources of funding.

The best kinds of partnerships build richer connections with consumers while boosting engagement through thoughtful collaborations. Uber’s partnership with Marriott gives users the option to link the brands’ loyalty programs, tapping into two large customer bases and providing more convenient travel experiences.

One promising recent example of collaboration is a travel media network. A hotel company might, for instance, launch a media network that allows third-party brands to place relevant, nonintrusive, personalized advertisements in the hotelier’s owned spaces—websites, hotel lobbies, guest room TVs, and so forth. This type of partnership can offer travelers an elegant, curated experience while providing the travel brand with an alternate monetization route.

In general, travel companies should cultivate collaborations that protect their interests, generate new revenue streams, add personalization and value for loyal customers, and diversify touchpoints with those customers. Early action could prove vital here, as the travel space will not accommodate infinite partner ecosystems.

As other industries raise the bar and consumers grow increasingly dissatisfied with travel loyalty programs as they are designed today, travel industry leaders may need to ask themselves some hard questions. How can points and miles be paired with experiences and excitement? Which partners are truly adding value? What is causing customers to stray, and how can their loyalties be won back?

Travel brands were loyalty innovators. But travel loyalty programs might soon hit an inflection point. Now is the time to innovate and win back customers’ allegiances.

Lidiya Chapple is an associate partner in McKinsey’s Atlanta office, where Jillian Tellez Holub is a partner; Clay Cowan is a partner in the Dallas office; and Ellen Scully is a consultant in the Seattle office.

The authors wish to thank Bella Alfaro, Alex Cosmas, Marilyne Crépeau, Oren Eizenman, Austin Hack, Ryan Mann, Jacob Miller, Afiya Romeo, Matthew Straus, and Jamie Wilkie for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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Online Travel Platforms Help European Hotels be More Profitable

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In a 2024 study of EU accommodation businesses conducted by Statista in collaboration with Booking.com, 74% of respondents indicated that online travel platforms made their business more profitable, only about a fifth felt neutral, and under 10% disagreed. This survey measured sentiment but also echoed the results of empirical research , which reached similar conclusions and was published in the industry's leading journal, Tourism Review.

Accommodation businesses are not the only ones that benefit from partnering with digital travel platforms. A different study by Tourism Economics explored consumer benefits and found that travelers, too, benefit from lower hotel rates, a result of the increases in market transparency and competition among lodging providers generated by online travel agencies.

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US court to hear Ryanair case against Booking.com over flight sales

Airline claims the online travel behemoth has been selling its flights without its approval.

Ryanair was due to clash with Booking.com in a US court on Monday over the Irish airline’s claim that the online travel behemoth has been selling its flights without its approval.

The case is one of several that the Irish carrier, Europe’s biggest airline, has taken against online travel agents which it claims add their own charges to its ticket prices.

A court in Delaware was due to hear arguments from the pair on Monday in a case likely to have ramifications for the travel industry as a whole.

Ryanair maintains that Booking Holdings Inc, Booking.com’s parent company, and a group of its subsidiaries have been selling its flights on their websites without its approval.

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The carrier says the websites often add “massive charges” of their own on top of its fares, and then provide Ryanair with false passenger contact details.

Booking Holdings, Booking.com and the other defendants lodged their own counterclaims, including interference with business relations and unfair competition.

The travel agent also alleged defamation against Ryanair stemming from some of its public statements, but the court dismissed this following an application by the Irish company.

That motion sought to have all others similarly dismissed. However, the court denied the motion relating to the defendant’s other claims.

In a conference call with industry analysts earlier this year, Ryanair chief executive Michael O’Leary indicated that the Irish airline was unlikely to settle the litigation with Booking.com.

Ryanair has done several deals with online travel agents since the start of this year, but imposed tight conditions on those companies as part of the agreements, including that they sell flights at the airline’s prices and ensure that it can communicate directly with the passengers.

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