e commerce travel market

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

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

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

Table of Contents

Online Travel Trends 2023 Key Stats

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

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

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

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

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

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

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

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

Travel Booking Platforms – Mobile vs Desktop Stats

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

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

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

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

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

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

Online Travel Sales Trends by Sector

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

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

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

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

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

Total Online Travel Sales by Device & Year

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

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

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

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

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

Online Travel Traffic vs Browse Abandonments

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

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

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

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

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

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

Online Travel Cart Abandonment Email Metrics

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

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

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

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

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

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

Online Travel and Universal Search

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

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

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

Tripadvisor and Online Travel Research

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

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

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

Abandonment Rates in Travel

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

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

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

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

Online Travel Abandonment Trends

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

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

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

Why Hotels Should Ask Customers to Leave Reviews

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

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

Why Travel Bookers Prefer Apps to Mobile Web

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

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

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

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

Best Travel Sites on Mobile

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

Hotel Conversion Rates

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

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

Preferred Devices for Travel Bookings by Country

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

Airlines and Social Customer Service

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

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

Travel Booking Search Trends

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

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

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

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

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

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Graham Charlton

Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.

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The Top Travel E-Commerce Websites in 2021

• by Fiona Su
• Sep 15, 2021

Top e-commerce travel websites leverage a headless CMS and e-commerce microservices to respond directly to their customers.

The travel industry popularized the importance and benefits of customer convenience, loyalty and rewards programs, competitive pricing and price comparisons, diverse search filtering, and streamlined checkout experiences.

The best travel e-commerce websites include Booking.com, Tripadvisor, Uber, and Airbnb, each of which uses an internally designed headless and modular architecture.

Licensing fabric allows travel e-commerce websites to reduce development overhead without negatively impacting the customer experience.

E-commerce changed the way travel providers and online travel agencies (OTAs) served consumers. The 1960s launch of SABRE, the world’s first computerized airline reservation system , led to the 1996 release of travel e-commerce website Travelocity.

Today, online sales and travel e-commerce websites contribute to 66% of the revenue brought in by the global travel and tourism market. Altogether, the global market size of e-commerce travel exceeds $517.8 billion .

Headless commerce allows travel e-commerce websites to continually innovate and respond to customers’ changing needs, especially as the industry responds to the COVID-19 pandemic. By using headless CMS solutions, the best travel e-commerce websites may continue to iterate, innovate, and grow their market share.

Features of Travel E‑Commerce Websites

The travel industry popularized many of the features so common across e-commerce websites. Let’s look at some of the typical features you’ve come to expect from the best travel e-commerce websites.

A summary of common features leveraged by the best e-commerce travel websites is illustrated in the table below.

Customer convenience

How did consumers book tickets, airfare, or accommodations before the internet? Travel arrangements required extensive planning via phone or in-person meetings. Without the assistance of travel agencies, consumers were required to coordinate plans with multiple points of contact — cabs or rental cars, airlines, and hotels.

E-commerce travel websites simplify this process . Instead of painstakingly coordinating an itinerary between multiple sources, consumers may plan, price shop, and purchase fares and lodging from or through one specific vendor.

Loyalty programs and incentives

Frequent flier programs are believed to have been introduced by Texas International Airlines in 1979 before being embraced further by American and United Airlines in 1981. In 2017, 91% of OTAs maintained a loyalty program .

Travel e-commerce websites use data analytics and insights to personalize offerings from intricate partner networks . Customers who participate in these programs earn anything from free or discounted fares, special rates on rentals and accommodations, and even discounted liquor, flowers, or health insurance .

Competitive pricing

Around the time travel e-commerce websites began to take off, airlines realized unsold seats could be sold at discounted rates by consolidators and auction houses . This appealed to flexible customers who preferred low fares over minimizing flight times and layovers.

Some e-commerce travel companies eventually adopted dynamic pricing to automatically adjust the cost of fares, lodging, and reservations. Leveraging personalization allows travel sites to “ be more competitive ” and respond to real-time market conditions while offering customers the ability to search for and choose offers that fit their budgets and needs.

Search filtering

Planning for travel is highly personal — no two customers’ journeys are the same. Travel e-commerce websites provide customizable search filtering designed to provide real-time information based on a customer’s requests, preferences, and needs.

Some companies, like Kayak, go the extra mile by providing charts to compare median prices based on historical data, destination, and travel dates. Responsive and useful search filters allow customers to easily find the results they’re looking for when planning their travel itinerary, guiding them further along the sales funnel.

Simplified checkout

Airline and travel e-commerce websites have some of the highest cart abandonment rates in e-commerce, at 87.87% and 81.31%, respectively. (For comparison, the average cart abandonment rate of online stores is 69.8% .)

OTAs and travel companies understand that cart abandonment stems from inefficient user interfaces and too much choice. By keeping the checkout process simple and limiting choices to the best offers, e-commerce travel websites may improve conversions and reduce abandonment.

Top Travel E-Commerce Websites

E-commerce travel websites excel at using headless commerce to prioritize the customer experience. The top four travel and tourism companies ranked by traffic , as of August 1, 2021, are listed below.

Booking.com

The home page of Booking.com, spotlighting its upfront search feature and options to make a wide variety of reservations.

• Customer convenience: Customers may book and reserve a variety of travel arrangements
• Loyalty programs and incentives: Yes, the Booking.com Genius program provides free lifetime access to discounts and rewards
• Competitive pricing: Guarantees the best available rates
• Search filtering: Extensive search filters for a wide variety of reservations
• Simplified checkout: No registration of prepayment is required; immediate confirmation

Since its launch in 1996, OTA Booking.com has continually iterated on its architecture and design to facilitate a convenient customer experience. Website visitors are immediately presented with a search box that recommends popular nearby attractions and distinctly highlights selected travel dates.

Site navigation is simple, too. Booking.com offers customers the option to book accommodations, flights, and car rentals, as well as tickets to attractions or and taxi reservations.

Reservations are instantly confirmed and free of booking and administrative fees. In many cases, Booking.com claims reservations may be canceled free of charge. The travel e-commerce giant also offers price-matching and guarantees the best available rates .

Booking.com is powered by an internally developed CMS . Though Booking.com’s internal architecture allows for scalability, its downside — especially when compared to headless CMS’s like fabric XM — is that developers must continually maintain the software and custom-build additions to the framework.

Tripadvisor

The Tripadvisor home page, with easy access to travel research and bookings and suggestions for local attractions and “experiences.”

• Customer convenience: Customers may quickly find, research, and book a wide variety of travel experiences
• Loyalty programs and incentives:  Yes, for an annual feed, Tripadvisor Plus offers deals on hotel reservations and discounts on attractions
• Competitive pricing:  Compares average rates from a wide variety of OTAs and booking websites
• Search filtering:  Specific filters for each type of accommodation being researched and booked
• Simplified checkout:  The checkout process is dependent on the specific partner site chosen

Tripadvisor, which bills itself as “ the world’s largest travel guidance platform ,” aims to help customers plan for and book travel arrangements. Eighty percent of Tripadvisor visitors take longer than four weeks to complete their purchase and spend 29% longer performing research than visitors to other sites.

Though Tripadvisor claims it is a “booking supplier” vs. OTA, customers may book hotels, vacation rentals, flights, rental cars, cruises, and even restaurant reservations. However, Tripadvisor emphasizes its user-generated “934 million reviews and opinions of nearly 8 million businesses over the sole ability to book travel arrangements.

In comparison to other travel e-commerce websites, Tripadvisor is structured to encourage travel “experiences.” Through a combination of research and suggestions, customers receive guidance intended to maximize their travel journeys.

The Tripadvisor website operates through a combination of microservices , achieving a modular and event-driven commerce architecture. . However, unlike with third-party e-commerce microservices that scale on their own, engineers must put effort into mitigating “cross-team overhead.”

The Uber homepage offers access to the ride request form front-and-center, with the ability to request an immediate pickup or schedule one for a later time.

• Customer convenience:  Quick and simple ride request/scheduling with a visible breakdown of the total estimated fare
• Loyalty programs and incentives:  Yes, Uber offers the free-to-join Uber Rewards program, which rewards customers with points for booking rides or ordering food via Uber Eats; points may be exchanged for a variety of perks and benefits
• Competitive pricing:  Provides nice estimates, but no comparison
• Search filtering:  Serves over 10,000 cities and 600 airports globally, but rides aren’t always available on-demand
• Simplified checkout:  Requires sign-up before requesting rides

Uber was founded in 2009 as a global ridesharing company that disrupted the taxi market. Since its founding, the travel e-commerce company has grown to be the world’s largest ridesharing company with 1.51 billion trips in Q2 2021.

After creating or logging into an account, riders may request a ride through the Uber website or its smartphone app . Customers may either request an immediate pickup or schedule one for later though, notably, service isn’t always available depending on the user’s location and the requested pickup time.

Uber’s travel e-commerce website is powered by multiple microservices . This headless and modular architecture allows Uber to develop independent services in different languages, depending on the need, while still integrating those microservices into the larger overall platform.

With this setup, Uber can continually integrate and improve its architecture to best meet the needs of its drivers and riders.

The main Airbnb page, with an accessible and highly visible search tool to quickly and easily present available listings according to the required parameters.

• Customer convenience:  Easy to search for, sort, and review for relevant listings
• Loyalty programs and incentives:  No, the Airbnb Superguest program has long been talked about but has no set launch date
• Competitive pricing:  Individual rates are determined by Airbnb hosts but may be more affordable compared to traditional lodgings
• Search filtering:  A wide variety of filters allow customers to narrow down results based on needs and preferences
• Simplified checkout:  Requires an account sign-up before making reservations

E-commerce travel giant Airbnb was founded in San Francisco in 2007 . Since then, it has expanded to over 220 countries and 100,000 cities, earning hosts an annual average of $9,600.

Airbnb allows customers to search through offered stays and experiences . A versatile set of filters helps users narrow down their search to find accommodations that meet their specific requirements. Customers are also presented with reviews, ratings, and the cost of each offer. In addition, each offer displays specific details about the property, similar to typical real estate or apartment listings.

In 2017, Airbnb began transitioning to a service-oriented architecture built on a Thrift IDL-centered framework . As a result, Airbnb developers could prioritize resilience to improve and support server stability without compromising service quality.

Executive business partner @ fabric. Previously flight attendant @ Air Canada.

Tech advocate and writer @ fabric.

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22 Strategies for Hospitality/Travel E-Commerce Brands in 2024 + Industry Benchmarks

• Industry Use Cases
• Marketing Strategy
• Promotion Strategy

The travel industry has been one of the hardest hit over the last few years from the impact of COVID, and with people couped for the past 2+ years, they’re hungry to travel and ready to spend.

From booking hotels and activities to buying travel products for easier (and more fashionable) trips, the e-commerce travel and hospitality industry is back in business. From well-known DTC unicorns like Away making premium suitcases to beauty brands like Alleyoop that launched solely to fill a niche for TSA-compliant products.

Those in this vertical need to stand out from the competition, which can be hard in an industry where experiential and aspirational marketing is all the rage. Providing a dialed-in onsite messaging and personalization strategy is key to cutting through the noise and delighting customers.

Depending on what end of the spectrum you fall on, your brand may be trying to win repeat business (think booking sites or consumable products) or be playing the long game like luggage companies whose high price points mean fewer overall purchases and a need to balance out sales spikes from one-time purchases with sustainable long-term growth.

Travel and hospitality brands using Justuno see an average 5-minute increase in time on site when a visitor is engaged by a promotion, going from around 2.9 minutes to 7.89. As an industry, their average opt-in rate is one of the highest at 19.18% , which makes sense as many of these purchases require a longer research and comparison process from consumers.

The overall conversion rate is just below 5% but skyrockets 230% to an average of 15.99% after a shopper has engaged with a promotion. Clearly, travel and hospitality brands can succeed in e-commerce with the right use of promotions to improve the customer experience through personalization and a dialed-in website experience.

Let’s dive into some real-world strategies e-commerce travel/hospitality brands have implemented to improve their website experience and turn more visitors into customers:

1. Geo-Targeting: Locals Discount

If you’re a venue or activity booking site, you can try to minimize empty spots in your calendar with last-minute geo-targeted messaging for locals. Use an onsite banner or corner tab to let visitors coming from a certain area (we recommend within driving distance, so maybe all the zip codes within three hours of your location) offering a special rate for dates that didn’t fill up.

For example, during the week of a long holiday weekend, start this kind of campaign on a Tuesday to earn some last-minute cash rather than leaving vacancies in your calendar. Leverage FOMO or a countdown to reservation cut-offs to drive visitors down the funnel while encouraging same-session conversions.

2. Geo-Targeting: Store Locations

If you’ve got store locations, either your own or products on the shelves of other retailers, you can show this onsite to those nearby. Let them know they can come see the product (for example, suitcases) in person to try it out, confirm they like the color, etc., turning a hesitant shopper into a customer.

This also works if you’ve got a warranty or replacement program on products—show nearby store locators on those pages or in the FAQ section so shoppers feel at ease knowing where they can go to make use of these services. Plus, they make great exit offers for those who don’t have the time to wait for shipping if their trip is soon!

3. Holiday-Based Messaging

Run themed promotions for different holidays (national, regional, silly, etc.) and pivot your content to be seasonally relevant for likely travel needs. This can be done in simple imagery like a road trip during the summer or via explicit promotion “take 15% off your summer travel plans.”

There are plenty of opportunities year-round for travel brands to take advantage of with simple updates to language and creative. Tie onsite promotions to off-site campaigns like email or text using UTMs to reflect a similar tone between the two.

Pro Tip: Never miss a sales opp or holiday again with Justuno’s 2024 Marketing calendar. Featuring a month-by-month breakdown of holidays + seasonal strategies based on trends and consumer behavior .

We’ve seen several travel brands have great success with not using discounts and only holding one big sale a year during Black Friday/Cyber Monday. There’s something to be said about the exclusivity of that approach, and it is guaranteed to drive big business when shoppers know this is the only time they’ll get a deal on your products.

Holiday-based messaging works in loyalty programs as well to drive up CLV and repeat purchases. Try bonus points promotions on the holiday products customers are shopping for. This will encourage them to come online and shop with you rather than shopping around. 

As the different seasons approach, you could run a double or triple-point promotion on the products you know will be flying off the shelves, such as swimwear or sunscreen in the summer.

4. In-Page Carousel on Blog

Like we said earlier, sometimes there is a longer sales cycle in the travel/hospitality industry, and shoppers can take their time weighing their options. Provide content on your site to help them make the right choice and provide relevant education on why your brand is the best & within that, which product is the best fit for them.

Blogs are a great way to do this, and you can include in-page product recommendations featuring the products being discussed so readers can easily add them to their cart without risking an opportunity for abandonment. 

Another great example of this is product education, providing content for customers to get the most out of their purchases (“Effective Packing Tips to Fit More and Wrinkle Less”). These articles are geared less towards a conversion purpose and more towards building a relationship with customers providing value after their purchase, and positioning your brand as a resource for them.

5. Post-Purchase: SMS Collection

Once someone has purchased or booked on your website, on the thank you page, try to collect their phone number too. If it’s service-based, try messaging like “Sign up for helpful tips during your trip,” and if it’s product-based, leverage order-tracking updates.

Since travel brands already have such a high opt-in rate, the next step should be to build up additional channels like SMS or social media to maximize touch points. Then you can choose the right channel for each message—relying on SMS for more actionable info while using email for detailed info like a brand introduction or category education.

6. Lead Capture: Newsletter Sign-Up

If you send out regular updates to your database regarding relevant events or tips—use that as your main value-add to sign up for emails. The example below combines that tactic with a first booking discount to encourage conversion, but you could do without the added $-off. In fact, for travel/hospitality brands using Justuno, not using a coupon produces better results on average. No coupon promotions featured a 14.66% engagement rate and converted 15.9% of those shoppers, while pop-ups with coupons only had a 6.04% engagement rate and converted just 10.22% of those shoppers. 

Obviously, A/B test to see what works best for your brand and target audience but coupons/discounts are definitely not required or even an expectation for this industry!

7. Enhanced Lead Capture: Additional Info

This is a great way to collect more zero-party data on your visitors when they opt-in to your lead capture. Base your ask on what your main segments are, for example, radio buttons to indicate their travel frequency: 1-2X a year, 3-5X, monthly, etc.

This will help you properly target new subscribers later on with the right messaging and provide relevant content based on their lifestyle. For example, the 1-2X a year traveler won’t necessarily care about a lifetime warranty like the monthly group since they’re less likely to wear down the product. A business traveler may like to know that some luggage sizes don’t fit on regional airlines and will choose accordingly.

8. In-Page Newsletter Sign-Ups

Keep visitor options open with an in-page newsletter option at the bottom of every page in your website footer. This seamless opt-in appears native to your website and doesn’t interrupt their experience but still provides them an opportunity to opt in whenever they want.

9. UTM-Targeting: Influencer Codes

If you collaborate with influencers, which most travel and hospitality brands do, ensure each campaign is set up for success with a complimentary onsite experience. If you’re running a special offer, then make sure traffic coming from their content is being shown a promotion reminding their followers to use their exclusive code and remove the opportunity for browse abandonment when they leave to go back and find it.

10. UTM-Targeting: Influencer Greeting

If an influencer campaign doesn’t include an offer, that’s fine; you can greet the referred visitors by name “Hi Madi’s followers” to easily personalize their experience. This also goes for when the influencer posts without being sponsored/are just a fan of your brand. Capitalize on that organic content and place an element on the page they linked to, saying something simple like “Loved by X influencer.” That simple social proof is more powerful than it seems, subtly conveying the trust followers have in the influencer onto your brand.

11. Cross-Sell Product Recommendations

If you have an influencer promoting several products, create a product recommendation promotion that targets their referred traffic. A great example of this is a “What I Packed” story that, when clicked through, triggers a carousel of all the products shown in the post. These product recommendations can also be built around specific product categories and targeted based on a shopper’s onsite behavior. For example, if they’re buying a toiletry bag, you can recommend related accessories like a laundry bag or tech case.

12. Collect Brand Ambassadors

Much like the strategies above pertaining to influencers, you can build a strong ambassador program of “micro-influencers,” which are really just your customers that have a strong social media presence. Collect their Instagram or TikTok handles via a lead capture at the start, on the order confirmation page, or via a targeted email campaign.

From there, you can use a tool like Gatsby to identify those who are a good fit and encourage them to post UGC in exchange for a commission or brand perks. The key here is relatability and authenticity from your creators—rather than focusing on a curated aesthetic or specific imagery, let them do their thing.

13. Media Mentions & Publicity Traffic

If you’re being mentioned in an outside publication like Travel weekly, then create an onsite campaign dedicated to visitors coming from that article. Feature the logo of the business/publisher in the promotion alongside a quote or specific stat from the piece. This will help reinforce the validity of a third-party endorsement, not to mention boost shopper confidence in your brand.

If these are a review of your product or service, then even better! Make the most of the original piece’s traffic and leverage it in other campaigns. For example, create blog content or do a special one-off email campaign to brag about your big win.

14. Upsell: Add-Ons

Upselling extra add-ons like personalization/monograms can help boost AOV and provide shoppers an opportunity to customize their purchase. Once an item has been added to their cart and is eligible for customization, you can fire a pop-up asking if they’d like to add X on for an additional fee.

This can be a differentiator for your brand or something that can be leveraged into an incentive. Offering free personalization is a small, low-cost action for you (especially if deployed for specific segments) but can surprise/delight customers. Profit margin protection + delight = major 🔑

15. Upsell: Product Page Comparison

If you’re selling something where product education is a key part of choosing the right option, for example, luggage. But don’t want to clutter up your PDPs? Use a clickable element to open up a pop-up with the necessary information. Feature the comparison between the two products (for those with multiple options, use your purchase data to find those most often compared), and make sure to include a buy now button to add their preferred model to the cart.

16. Exit Offer: Reviews

We’ve discussed the power of social proof already, but an incredibly effective way to build trust in hesitant shoppers for travel-based purchases is reviews. Especially for vacation rentals or bookings, where people can’t exactly ~ return~ their purchase.

When a visitor goes to leave, trigger an exit offer featuring a review of whatever they were browsing. The example below from the travel site HOLT is a great example of using a previous traveler’s review of the lodging to remedy the visitor’s concerns.

17. Brand Collabs

Partner with brands in other verticals that tie in nicely to the “jet-setting” mindset, like beauty/cosmetics , swimsuits, etc., whose target audiences align with yours. These collabs can build a powerful visual story that drives interest and engagement while unlocking new audiences for your travel brand. From a limited edition winter travel kit to OOTD for different destinations, there are many opportunities to co-market and create content showcasing both of your products (or an entirely new one) to audiences. 

A great example of this is the Beis and Theragun giveaway below, where they encourage Instagram followers of both companies to share the post for a chance to win and demonstrate both brands’ relevance to the other one’s audience. 

If you’re a venue or travel destination instead, this can be something of huge value to your business. Influencer trips are something bigger brands have made popular, and serving as the backdrop to their campaign can be hugely profitable for you. Not to mention also provides you with extensive content with which to market and unlock a huge audience for you that may otherwise never have found you.

18. Gift With Purchase

This kind of strategy of a gift with purchase is great for travel brands. The item/gift can be explicitly listed or kept a mystery for more of a fun, exciting campaign. The example below was a great holiday version of this strategy—with a 12-days Christmas twist and 12 different gifts for maximum engagement and conversion. 

This strategy is even more effective if the gift is something you can’t purchase on its own, making it a truly buy now, or it’s gone FOMO situation.

19. In-Page CTAs

Break up longer category pages with in-page calls-to-action that navigate browsers to high-converting pages. For example, a bundle and save element can send those who have scrolled halfway through your hard-sided luggage page directly to a PDP with a custom bundle selection. 

Strategic traffic direction using this type of promotion is a great way to nudge browsing visitors closer to conversion while also providing a break from the fatigue of scrolling. This promotion will appear native but still catch their eye and help provide some much-needed navigation to their session.

20. BNPL Promotions

Travel and all its parts can be expensive, so if you’re offering any kind of BNPL service , make sure to prominently display this at various stages on your website. If a consumer goes to abandon a cart over a certain $-threshold, fire an exit offer reminding them, they can buy today and pay over time. This works for products and services alike, with the ability to pay off slowly an expensive trip over the months leading up to it or simply purchase a high-end product without breaking the bank.

Don’t wait until it’s almost too late to let visitors know you have BNPL options; make sure to include that information on the checkout page or even the home page via a non-intrusive design like a banner, so they’re fully aware of their options. 

Payment channels have turned into conversion funnels themselves, and having them can be the difference between making a sale and losing out on a customer. Even if you’re not wanting to leverage BNPL, one-click checkouts like ShopPay, AmazonPay, or Paypal make checkout easier for customers and can streamline your BOFU.

21. Loyalty Program Sign-Ups

If you don’t already have a loyalty program, you should start one. But make sure to brand it, so it’s just as much of an experience as it is a perk. This should be a first-class experience rewarding repeat customers and driving lifetime value up.

A tiered approach works great for the travel industry as repeat travelers, and customers can level up, giving them a goal to attain with each interaction. Showing them different perks for membership at the different levels which can be unlocked via total purchases or earning points in different ways.

Encourage actions like social media follows, UGC, reviews, referrals, etc., each with a reward for completion, getting them one step closer. Think of it like your AmEx lounge in an airport; only certain customers can get in, and the more engaged they become in the community, the more invested they’ll become.

22. Returning Customer: VIP Invite

If you’re building a VIP community or group for your brand, trigger a welcome back pop-up for returning customers. You can invite them to join the program directly or get more details on it to see what perks they can unlock, etc. Base this off the number of purchases or total spend for a narrower target audience that only lets your top customers join. Exclusive colors or products, first dibs, etc., are all great perks to offer and encourage customers to level up to unlock them.

Travel and hospitality is a booming e-commerce vertical, and these are just some of the potential strategies to implement when looking to optimize your onsite experience. Justuno is the leading conversion optimization platform for brands when it comes to personalized, scalable onsite messaging as you’ve seen above.

Try us out with a free 14-day trial , or schedule a demo to see how Justuno can take your travel brand to the next level.

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Kathryn Browning

Director of Marketing

Kathryn is a seasoned vet in the e-commerce space with 5+ years of experience. She writes about all things pop-ups and how businesses can leverage them for better website experiences. From website personalization tips to spin-to-win pop-up designs, email list growth ideas, and best practices for zero-party data collection, she covers it all.

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Global Online Travel Market by Service type (Transportation, Travel Accommodation, and Vacation Packages), by Platform (Mobile and Desktop), Mode of Booking (Online Travel Agencies (OTAs) and Direct Travel Suppliers); By Region (U.S., Canada, Mexico, Rest of North America, The UK, France, Germany, Italy, Spain, Nordic Countries (Denmark, Finland, Iceland, Sweden, Norway), Benelux Union (Belgium, the Netherlands, Luxembourg), Rest of Europe, China, Japan, India, New Zealand, Australia, South Korea, Southeast Asia (Indonesia, Thailand, Malaysia, Singapore, Rest of Southeast Asia), Saudi Arabia, UAE, Egypt, Kuwait, South Africa, Rest of Middle East & Africa, Brazil, Argentina, Rest of Latin America) – Global Insights, Growth, Size, Comparative Analysis, Trends and Forecast, 2021-2030

The Global Online Travel Market size was valued at USD 354.2 Bn in 2021. The market is projected to grow USD 1,835.6 Bn in 2030, at a CAGR of 14.8 %. Review sites and travel e-commerce sites make up the majority of the internet travel sector. It provides the convenience of reserving from the comfort of one's own home and frequently entices customers with package deals and cost-cutting choices. As a result, many tourists are opting to book their trips online rather than through traditional brick-and-mortar travel firms. Furthermore, the primary global online travel market is being driven by greater consumer spending power, a government initiative to promote tourism, growing internet and credit card usage, and the creation of new online segments. The increasing penetration of international flight and hotel bookings supplied by online portals such as Booking.com, TripAdvisor.com,  .  

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The emergence of the travel and tourism business, as well as shifting patterns in standard of life, has resulted in a steady increase in the online travel market. The demand for online travels varies depending on the property type and is impacted by factors including location, size, and on-site amenities. The market is likely to be driven by rising disposable income, popularizing weekend culture, the introduction of low-cost airline services, and the developing service industry. The rise in spending power and the style of living are two of the most important factors driving people to luxury resorts. The demand for online travels is also fueled by a city's or country's hosting of sporting events. The development of the market has been hastened by the emergence of online lodging booking services. Marriott International, for example, published a new edition of its mobile app, Marriott Bonvoy, on February 10, 2021, with new features like better booking possibilities, greater personalized experiences, and customizations in earning and redeeming points. As a result, the industry is expected to consolidate due to growing demand for premium services with better booking options.  

COVID-19 Analysis

The epidemic of COVID-19 has had a significant influence on the tourism and travel industries. The global implementation of social distancing, stay-at-home, and travel restrictions has stifled the expansion of the online travel industry. According to the American Hotel and Lodging Association 2021 study, hotel occupancy in the United States fell from 66 percent to around 40 percent in 2020, compared to the previous year. As a result of the pandemic, the hotel industry is likely to suffer a severe slowdown; nevertheless, the market is expected to return to its prior growth trajectory in the coming years.  

Service Type Outlook

The travel accommodation segment accounted largest market share for the global online travel market in 2020. Market competitors are gradually providing travellers with a varied selection of hotel options at reasonable prices. Customers evaluate lodging options across multiple websites in order to get the most cost-effective option. Because they offer a diverse range of housing options, travelers prefer specialized online accommodation providers such as Airbnb, Inc. and OYO Rooms. As a result, the aforementioned reasons are responsible for the market's rise in the travel accommodation segment. These hotels usually have high-end designer interiors created with cutting-edge technology propels the demand for the growth of the global online travel market.  

Global Online Travel Market Report Coverage

Platform Outlook

The mobile segment accounted largest market share for the global online travel market in 2020 owing to the expansion of the market through the mobile sector is mostly due to an increase in mobile usage and the development of novel mobile travel apps. The way people communicate and travel throughout the world has changed as a result of technological advancements. With the advancement of technology and the increased usage of mobile phones, simple and effective techniques are being developed to make travelling simple and comfortable, hence boosting the travel industry's growth. Travelers prefer to make their travel reservations using mobile travel apps, which are gradually gaining traction in the market. As a result, the expansion of the internet travel business is projected to be fueled by an increase in smart phone usage and a rise in digital literacy.  

Mode of Booking Outlook

The online travel agencies (OTAs) segment accounted largest market share for the global online travel market in 2020. Online travel firms are becoming the most popular method of making reservations around the world. The rise of online travel agencies has been one of the most striking examples of industry and society's digital revolution in the last 25 years. OTAs have evolved into digital marketplaces that provide direct access to a wide range of online travel options for both B2B and B2C consumers. OTAs can be thought of as a cross between an e-commerce platform and a travel agency. Expedia, Booking.com, and Trip.com, among others, have dominated the global online travel business (hotels, airlines, packaged tours, rail and cruises).  

Regional Outlook

Asia Pacific dominated largest market share for the global online travel market in 2020 owing to has the most potential for growth in the internet travel business, with India and China being the most profitable areas. The increase in discretionary income, rise in the middle-class section, and increasing penetration of internet facilities are all factors contributing to the expansion. In China, Ctrip is the most popular online travel agency (OTA), whereas in India, MakeMyTrip, Yatra, and Cleartrip are the most popular OTAs.  

Europe is anticipated to emerge as the fastest-growing region over the forecast period. This is due to the presence of some of the world's most popular tourist spots. According to the UNWTO's Foreign Tourism Highlights 2019 Edition, Europe accounted for half of all international visitor arrivals in 2018. The survey also reveals that five major European countries are among the top ten destinations based on foreign tourist arrivals in 2018.  

Key Companies & Recent Developments

Partnerships, strategic mergers, and acquisitions are expected to be the most successful strategies for industry participants to get speedy access to growing markets while also improving technological capabilities.  

In addition, product differentiation and developments, as well as service expansion, are projected to help organizations thrive in the market.  

Market Segmentation of Global Online travel Market

By Service Type

• Transportation
• Travel Accommodation
• Vacation Packages

By Platform

By Mode of booking

• Online Travel Agencies (OTAs)
• Direct Travel Suppliers

Key Players:

• Alibaba Group
• Elong, Inc.
• Tuniu Corporation
• AirGorilla, LLC
• Hays Travel limited
• Airbnb, Inc.
• Yatra Online Private Limited, India
• Trip Advisor Inc.
• MakeMyTrip Limited
• Hostelworld Group PLC (HSW)
• Trivago N.V
• Despegar.com, Corp
• Lastminute.com Group
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Mobile Commerce in Travel: A Global Perspective

Varsha Arora + Skift Team

Report Overview

In the past few years, mobile commerce sales have amplified tremendously across all consumer product categories. Over 2017–2021, global retail m-commerce sales grew from $1.4 trillion to $3.6 trillion, a CAGR of 27%. Based on our analysis of available third-party data and our own estimates of the accommodation and airline sectors, we believe mobile travel sales account for about 30-40% of online travel sales and 15-25% of total travel sales globally. 

Skift Research attempted to estimate the revenue share of hotel bookings made via mobile devices in top countries of APAC, Europe and North America along with the revenue share of online flight bookings made using mobile devices at a regional level. We also interviewed senior industry professionals to understand the status quo and expanse of m-commerce penetration in the hotel and airline industry to cover the two most important aspects of a traveller’s journey: transport and accommodation, and validate our estimates. 

We found that mobile’s share of online bookings varies across regions. The disparity, to a degree, is linked to the demographic differences between the regions and is dependent primarily on the way consumers perform internet search and interact with their devices. 

However, since booking travel is not a linear process and involves various touchpoints, travel companies should not only focus on bridging the gap between use of mobile devices and desktop, but have a multi-device strategy in place to engage with the customer at every point of his/her journey. Essentially, they should move from a mobile-first to an omni-channel approach to boost overall revenue. 

What You'll Learn From This Report

• Mobile commerce sales and growth at a global level
• Share of hotel bookings by channel and device, breaking down by top countries and region
• Revenue share of mobile in online flight bookings by region
• Regional mobile usage behaviors and patterns that impact mobile bookings
• Other key factors that impact how and when mobile is used for booking
• Change in device usage patterns in light of COVID-19
• Challenges and opportunities of growing mobile channels

Executives Interviewed

• Alix Boulnois, Chief Digital Factory Officer, Accor
• Gary Yu, Senior Director of Product, Hilton
• Hugh Aitken, Vice President of Flights at Skyscanner
• Jolie Fleming, Senior Vice President, Guest Products and Platforms, IHG Hotels & Resorts
• Matthieu Dutter, Vice President Products, D-EDGE Hospitality Solutions
• Ronnie Jahraus, Chief Operating Officer, Myhotelshop
• Werner Kunz-Cho, Chief Executive Officer, Fareportal

Related Reports

• A Deep Dive into Google Travel Part III: Hotel Distribution From East to West April 2024
• India’s Travel Booking Landscape March 2024
• The Past, Present, and Future of Online Travel March 2024
• Skift Research Global Travel Outlook 2024 January 2024

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5 Ways Ecommerce has Benefited the Travel Industry

With the increasing demand for e-commerce, more businesses are now looking for better ideas and opportunities to enhance their market value. No doubt the electronic commerce industry is now part of almost every business. The new era of e-commerce web design is moving towards the digitalization of many industries and the travel industry is also implementing its business solutions through it.

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The time has gone when innovations took centuries for implementation, now there is always an instant solution to almost every problem within a business. When it comes to IT and communication, there are plenty of options for advertising even a single person can run a full-fledged company with just a limited amount of resources.

This is what technology has done, you don’t need to hire a whole bunch of people to help you achieve your goal anymore, you just require the right set of tools to monitor your organisation and business strategies.

In the past few years, a tremendous change has come about within the travel and tourism industry and e-commerce has completely changed the concept of how people choose the way they travel around too. As everything is technologically driven now, online and electronic solutions have made life more convenient and comfortable for everyone, as well as more competitive for businesses. Travel companies can now reach your global audience sitting anywhere in the world and easily tally their pricing with competitors to enable them to offer their customers the best possible options.

E-commerce has played a vital role in enhancing the travel industry. Service providers and consumers, both are now enjoying the feasibility of it.

The Impact of E-commerce on the Industry

E-commerce has changed the whole concept of travel and tourism. Both consumers and the industry are taking advantage of e-commerce and expanding their businesses for good. With this huge phase of expansion, let us take a look at how it has been beneficial for the travel and tourism industry.

1. Online Booking

Customers are no longer required to visit offices and travel agents. The whole booking system is online with a feasible payment system. Every system works individually but the integration of this set-up is helping to build and increase business.

2. Managing Recessions

The e-commerce industry has amazingly affected recessions. A recession is a period of loss that lasts for almost six months. E-commerce technology has introduced a quick recovery from recession through its ideal solutions to the problems that arise.

3. Automation and Networking

GPS is one of the greatest technologies that help you in the industry of travel and tourism. If you look up any of the transportation services, e-commerce is the one thing that is helping you to connect and offer the best services to the consumers.

4. Additional Global Market

E-commerce technology gives you better know-how about the additional market. The travel industry is not limited to a country or a city but it is globally targeting its customers. People can now book their trips to exotic destinations from anywhere, such as their office or even the comfort of their own homes. E-commerce allows you to connect to additional markets around the world and provide the most feasible services to your clients, even if they are located overseas.

5. Ease of Accessibility

The planning and the strategy processes of a business are now as easy as reaching out to the market. The travel agents can now get to know more about the competitors and plan their business accordingly. Apart from the bulk of information, it provides the ease of accessibility to the customers and competitor behaviour. It makes it all easy for people to connect and grow together.

Furthermore, E-commerce technology provides you with many ways to enhance your business with ease. Just one click and the work is done, payment, booking, monitoring customer behaviour, business plans and marketing strategies are now at the fingertips of every businessman or woman.

The industry of travel and tourism is now dependent on E-commerce, it provides practical ideas to implement and plan anything from cheap solo travel excursions to hefty family holiday packages. You can book last-minute deals too. The best aspect is the global availability as well as the accurate information on hotels and the places to visit which are usually backed up by trustworthy customer reviews .

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The Impact of E-Commerce on the Travel Industry

This is a collaborative post.

As the demand for e-commerce increases, the number of businesses searching for better opportunities to improve their market value goes up too. No wonder most businesses have adopted the electronic commerce industry. The new e-commerce web design era is becoming more inclined towards digitalization, and the travel industry has also jumped on the bandwagon. If you wish to adopt e-commerce for your business, you might want the help of an SEO agency .

Electronic commerce, commonly referred to as e-commerce, is a business model that allows individuals and firms to make sales and purchases via the internet. It operates in the following major market segments :

• Business to consumer
• Business to business
• Consumer to consumer
• Consumer to business

Here are some of the pros associated with e-commerce:

• Convenience
• Increased selection

On the downside, e-commerce is characterised by:

• Limited customer service
• Inability to interact physically with the products
• A lack of instant gratification

E-commerce has brought changes in the whole concept of tourism and travel. The industry and consumers are both taking advantage of it to expand their businesses. With the vast expansion phase, here are some of the ways e-commerce has benefitted the travel and tourism industry.

Online Booking

With e-commerce, it is no longer necessary to pay physical visits to travel agents and offices. It is possible to conduct the whole booking process online, and there is also a feasible payment system. 

Now, problems with queues at the travel agent’s office are a thing of the past. It can’t be further emphasized how e-commerce makes booking easier and quicker.

Managing Recessions

The e-commerce industry has been able to handle recessions amazingly. A recession is a period that results in a loss. Typically, it lasts for about six months. E-commerce technology has introduced the quick recovery of recession by coming up with ideal solutions to arising problems.

Networking and Automation

When it comes to the travel and tourism industry, one of the greatest technologies you will find to be of great importance is the e-commerce GPS. A look at transportation services will help you realise one thing–without e-commerce, connecting with your customers and offering them the best services will be close to impossible.

Additional Global Market

With e-commerce technology, you have a better know-how of the additional market. You must be knowing that the travel industry faces no restrictions in a city or country. Instead, its target market is all over the globe. 

The technology allows you to make travel reservations to any destination regardless of where you are. E-commerce gives you a chance to build a connection with the additional market worldwide besides helping you provide feasible services to your clients.

Ease of Accessibility

Thanks to e-commerce, the planning and strategy processes of businesses have been made easier. It is now possible for travel agents to know about their competitors and come up with ways to make their services better. Apart from providing you with helpful information, e-commerce also makes it easy for you to access your customer and competitor behavior.

As can be seen from above, e-commerce has indeed revolutionized the travel and tourism industry. In this era, you can plan a one-month holiday in any country in the comfort of your bed. It is clear even to the blindest eye that e-commerce has brought a lot of good to the travel and tourism industry.

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Global Online Travel Market Size is projected to be US$ 1,463.98 Billion by 2027, from US$ 800.72 Billion in 2021

Most industries have become fully digitized over the last decade. In particular, the travel industry has maintained to great lengths to cultivate its online presence.

The online travel industry primarily reviews sites and travel e-commerce sites. It offers the comfort of booking from home and often entices consumers with package deals and price-saving options. As a result, many travelers have shifted away from traditional brick-and-mortar travel agencies favoring online options to book their trips.

Furthermore, the increased spending power of the people, a governmental initiative to spread tourism, growing internet and credit card penetration, the emergence of new online segments are driving the primary global online travel market. Most of the global online travel market growth would come from the increasing penetration of international flight and hotel bookings offered by online portals such as Booking.com, TripAdvisor.com, Skyscanner.com, etc.

Worldwide online travel industry will grow with a CAGR of 10.58% from 2021-2027

Based on type, the global online travel industry is segmented into Package travel and Direct travel. The direct travel agencies enable customers to engage while researching, booking, or planning their travels. The online direct travel agency can be on a mobile app or website via which the booking can be made instantly with the online travel agency.

On the basis of Booking Type, the market is segmented into Online Travel Agencies and Direct Travel Suppliers. Online travel agencies are evolving as the most preferred medium for bookings in the world. Over the last 25 years, the advancement of online travel agencies has been one of the most melodramatic examples of the digital transformation of business and society.

OTAs have evolved into digital marketplaces that directly connect B2B and B2C customers with a full range of online travel outcomes. In fact, OTAs can be considered as a hybrid of an e-commerce platform and a travel agency. OTAs from giants such as Expedia, Booking.com, and Trip.com have captured the global online travel market (hotels, airlines, packaged tours, rail and cruises).

Furthermore, the Travel Accommodation segment is projected to maintain its lead in the online travel services market. As the world has integrated, businesses are expanding their business worldwide, and thus travel accommodation has become the most significant contributor to the Online Travel Market. Travelers can choose online from among the various travel accommodations available, including hotels, resorts, vacation rentals, and others.

The global online travel market was US$ 800.72 Billion in 2021

Based on the devices type, the market is bifurcated into mobile/ tablet and desktop. Online travel booking through mobile/tablet and desktop is the most favored booking vehicle for most youthful explorers because of usability, comfort, and every minute of everyday openness. Digital consumer trends continue to change.

Desktop use is continuously dropping, and mobile is continually growing vice versa. However, even these trends continue to move rapidly, so the online travel industry must adapt accordingly. 82% of all travel bookings around the world took place without human interaction in 2018, according to STRATOS.

In the past several years, online payment modes such as UPI, E-Wallets, Debit/Credit Card, and others have gained popularity in the online travel industry. UPI and E-Wallets are the most preferred method of payment. Across the globe, countries are moving towards cashless economies. Paypal, Alipay, Google pay, and Amazon pay make it easy to pay for travel on airlines, hotels, car rentals, and more.

Age group Baby Boomers drives the development of the online travel market

By age group, the online travel market includes Millennial, Generation X, Baby Boomers, and Silver Hair. The baby boomer travelers predominantly male and female occupy a significant portion of the market. Baby boomers have more money, time and the urge to travel.

During their travels, they seek new experiences; participate in active holidays, including sightseeing and discovering new cultures. Notwithstanding, the Millennial age group of 25-40 years comprises business travel and early starters in their professional careers. These corporate travelers are more inclined to spend on the trip and explore new destinations than travelers in the higher age-group category.

Asia-Pacific: Most Lucrative Online Travel Market

On the basis of geography, Asia-Pacific possesses the highest growth potential in the online travel market, with China and India being the most lucrative markets.

The growth is associated with the middle-class segment's rise, disposable income, and greater penetration of Internet facilities. While Ctrip online travel agency is the leading player in China's online travel market, Yatra and Cleartrip MakeMyTrip are India's foremost online travel agencies (OTA). Online travel agencies are becoming the most preferred tool for bookings in the region.

COVID-19 Impact on the Global Online Travel Industry:

With the emergence of the COVID-19, the global online travel industry has experienced a sharp decline in demand, especially in 2020. The widespread coronavirus outbreak worldwide has resulted in complete lockdown in numerous countries and the sealing of the borders.

Moreover, the shutdown of the airline industry and the increasing fear of catching coronavirus while travelling have encouraged people to stay at their homes. All these determinants have negatively impacted the global online travel market.

This report's key players profiled are

• Booking Holding
• Trip Advisor Inc.
• Trip.com Group Ltd.
• MakeMyTrip Limited
• Hostelworld Group PLC (HSW)
• Trivago N.V
• Despegar.com, Corp
• Lastminute.com Group

Key Topics Covered:

1. Introduction

2. Research & Methodology

3. Executive Summary

4. Market Dynamics

4.1 Growth Drivers

4.2 Challenges

4.3 Opportunities

5. Global Online Travel Market

6. Market Share - Global Online Travel

6.1 By Type

6.2 By Booking Type

6.3 By Service Type

6.4 By Payment Mode

6.5 By Age Group

6.6 By Gender

6.7 By Device

6.8 By Region

7. Type - Global Online Travel Market

7.1 Package

8. Booking Type - Global Online Travel Market

8.1 Online Travel Agencies

8.2 Direct Travel Suppliers

9. Service Type - Global Online Travel Market

9.1 Transportation

9.2 Vacation Packages

9.3 Travel Accommodation

10. Payment Mode - Global Online Travel Market

10.2 E-Wallets

10.3 Debit/Credit Card

11. Age Group - Global Online Travel Market

11.1 Millennial

11.2 Generation X

11.3 Baby Boomers

11.4 Silver Hair

12. Gender - Global Online Travel Market

12.2 Female

13. Devices Type - Global Online Travel Market

13.1 Mobile/Tablet

13.2 Desktop

14. Region - Global Online Travel Market

14.1 North America

14.2 Western Europe

14.3 Asia Pacific

14.4 Latin America

14.5 Middle East and Africa

14.6 Central and Eastern Europe

15. Porters Five Forces

15.1 Overview

15.2 Bargaining Power of Buyers

15.3 Bargaining Power of Suppliers

15.4 Degree of Competition

15.5 Threat of New Entrants

15.6 Threat of Substitutes

16. Company Analysis

16.1 Overview

16.2 Recent Development

16.3 Revenue

For more information about this report visit https://www.researchandmarkets.com/r/8i65mm

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

More From Forbes

The changing landscape of e-tail: rethinking e-commerce strategy for 2024.

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Jen Stout, MBA, cofounder Healthier Homes & author of Healthier Homes. Marketer by trade, trailblazer by heart. @healthierhomesbyjs2.

Gone are the days of traditional PR and glitzy paid advertising. Sure, pretty magazine pictures still capture people’s attention, and an endorsement by Oprah is still the holy grail for success. However, when it comes to precious marketing dollars and the time your team spends to build your business, there are a lot of options on the marketing menu.

So, which direction should a small-to-midsize e-commerce company take on the road map to success? That depends, as the way people shop online may drastically change in 2024.

Increased Competition To Be Seen And Heard Online

Online retail shopping currently accounts for 20% of the world’s retail sales. This equals more than $6.3 trillion annually , according to Insider Intelligence. Getting seen and heard takes strategy.

Many small-to-midsize e-tailers have found that targeted campaigns should incorporate a mix of paid advertising, SEO and social engagement into the marketing mix. In fact, without paid ads, getting found in online searches is becoming increasingly challenging. It would be like hoping someone scrolls to the 20th page on a given search term to find your business.

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Becoming more important are the grassroots relationships that niche influencers and social media can bring to the table. This is where smaller businesses may find their advantage over the big guys. More on that in a moment.

Navigating The Digital Marketing Shift

When it comes to e-commerce success, Google has long been on top. For decades, Google prioritized its content, offering higher rankings to credible sites with unique information. Earning a high rank took a lot of time and effort. It was like a feather in the hat—a crown for industry expertise. A proven track record of quality content and trust was a prerequisite.

But Google’s recent algorithm changes at the end of 2023 and the beginning of 2024 were quite drastic for small businesses and bloggers alike, negatively impacting organic search visibility. Google’s new search generative experience (SGE) produces AI-generated search results in hopes that the snapshot will provide relevant information for the user (versus scrolling to find it). The concept is like having a search engine concierge.

The obvious ones who feel the ripple effects first are the content creators and industry thought leaders. Bloggers and small businesses have already seen significant drops in organic search rankings and less traffic as a result. Interestingly, subjective reviews from consumer sites like Quora and Reddit are taking search precedence.

Valuable Google real estate is also changing . Slots that used to display organic search results are now populating Google shopping images featuring products from large corporations with mega ad dollars.

Is Google Leveling The Playing Field?

For an etailer to have their products appear on the Google Shopping tab, they must have a Google Merchant account. Product identifiers used to be suggested in Google Merchant but have recently become a requirement for e-commerce businesses. This means a global trade item number (GTIN) or universal product code (UPC) is necessary for every product listed if your business wants product listings to be shown in organic Google search results.

This poses two challenges, both for companies that are white-labeling and for small family shops that may not have the financial means to pay for product identifiers across variant categories. Think of a single-style T-shirt that comes in multiple colors and sizes—the number of variations can easily become exponential and expensive.

Why is this relevant? It appears that Google is transitioning from an information search engine into a shopping price comparison tool . While this works great for users in the shopping mindset looking for the lowest-priced products, it doesn’t serve small businesses or those looking for unbiased information very well.

Interestingly, Facebook announced last year that shops using the platform with third-party checkouts would be required to transition to Facebook checkout. While the Google user still has to visit a shop’s landing page to actually purchase a product, we wonder if Google may also be moving toward leveling the playing field for e-commerce sales to a one-day funnel through a Google one-stop-shop checkout.

So, where does a small fish in a big e-sea go from here?

For Small-To-Midsize E-Commerce Companies, It’s About Self Discovery

What does the evolving e-commerce climate mean for smaller businesses that lack budget to compete with brands like Wayfair and Amazon? Based on my experience in the marketing industry, here are some ways that those willing to look beyond the lowest price and lowest shipping cost can leverage their unique selling propositions to move the needle.

1. Develop a genuine content strategy.

Google’s most recent March algorithm update focused on reducing unhelpful, irrelevant, unoriginal content from search results. Since people are seeking specific answers online nowadays, a simple best practice is to avoid being generic.

Think about your customer base. What are their challenges or struggles? How do your products or services help to address those? What are their glory moments? Use these insights to create engaging content relevant to their everyday and your brand.

2. Make the connection real.

While transparency is a buzzword, it’s still a total must. Products and services that sell well typically have a way of resonating with people . As a business stakeholder, try applying transparency to your own work-life and share about it publicly in a newsletter, business social page or LinkedIn. While it may feel uncomfortable at first, continuing to share can help you build trust for your business.

3. Showcase small-business values.

In order for customers to be willing to pay a premium, small businesses typically must offer quality over quantity. This means smaller e-commerce needs offerings that larger competitors simply cannot match.

It’s not necessarily about offering better products or fancier services. Luckily, smaller companies are wonderful at things larger corporations cannot do, like utilizing a small customer service team in-house that provides top-notch personalized support. Another way to connect with people on a personal level is to showcase a supportive and strong small company culture on your social media.

Ultimately, rather than relying upon Google, your efforts to cultivate a loyal customer family can mean they choose to come directly to your site. And that’s one of the biggest wins!

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Travel, Tourism & Hospitality

Online travel market in Vietnam - statistics & facts

Fast-growing online travel market in vietnam, covid-19 pandemic and the impacts on the vietnamese tourism sector, key insights.

Detailed statistics

Online travel market value SEA 2019-2025

Annual revenue of the tourism sector in Vietnam 2010-2023

GMV of the internet economy Vietnam 2023, by sector

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Revenue of the travel & tourism industry in Vietnam 2019-2028

Number of users in the online tourism and travel market in Vietnam 2017-2025

Related topics

Recommended.

• Tourism industry in Vietnam
• E-commerce in Vietnam
• Internet usage in Vietnam

Recommended statistics

• Premium Statistic Online travel market size worldwide 2017-2028
• Premium Statistic Online travel market scale APAC 2023, by country
• Premium Statistic Direct GDP contribution of the tourism sector in Vietnam 2015-2021
• Premium Statistic Consumer goods e-commerce spending in Vietnam 2023, by category
• Premium Statistic GMV of online travel sector in Vietnam 2019-2025

Online travel market size worldwide 2017-2028

Online travel market size worldwide from 2017 to 2023, with a forecast until 2028 (in billion U.S. dollars)

Online travel market scale APAC 2023, by country

Online travel market size in the Asia-Pacific region in 2023, by country (in billion U.S. dollars)

Direct GDP contribution of the tourism sector in Vietnam 2015-2021

Share of direct GDP contribution from the tourism sector in Vietnam from 2015 to 2021

Consumer goods e-commerce spending in Vietnam 2023, by category

E-commerce expenditure on consumer goods among internet users in Vietnam in 2023, by category (in million U.S. dollars)

GMV of online travel sector in Vietnam 2019-2025

Annual gross merchandise volume (GMV) of the online travel sector in Vietnam from 2019 to 2023, with a forecast for 2025 (in billion U.S. dollars)

Key indicators

• Premium Statistic Online revenue share of the travel & tourism market in Vietnam 2019-2028
• Premium Statistic Revenue of the travel & tourism industry in Vietnam 2019-2028
• Premium Statistic Revenue per user of travel & tourism in Vietnam 2019-2028

Online revenue share of the travel & tourism market in Vietnam 2019-2028

Online revenue share of the travel & tourism market in Vietnam from 2019 to 2028

Revenue of the travel & tourism industry in Vietnam 2019-2028

Revenue of the travel & tourism market in Vietnam from 2019 to 2028 (in million U.S. dollars)

Revenue per user of travel & tourism in Vietnam 2019-2028

Revenue per user of the travel & tourism market in Vietnam from 2019 to 2028 (in U.S. dollars)

Usage of OTAs

• Premium Statistic Online travel agency usage Vietnam 2023
• Premium Statistic Travel frequency among online booking users Vietnam 2021
• Premium Statistic Purposes of using an online travel agency Vietnam 2023
• Premium Statistic Timing of purchasing travel tickets via an online travel agency Vietnam 2023
• Premium Statistic Timing of booking accommodation via an online travel agency Vietnam 2023
• Premium Statistic Devices used for booking tickets or services via an online travel agency Vietnam 2023

Online travel agency usage Vietnam 2023

Online travel agency usage in Vietnam as of June 2023

Travel frequency among online booking users Vietnam 2021

Annual travel frequency among online booking users in Vietnam as of June 2021

Purposes of using an online travel agency Vietnam 2023

Leading purposes of using an online travel agency in Vietnam as of June 2023

Timing of purchasing travel tickets via an online travel agency Vietnam 2023

Most common timing of booking travel tickets via an online travel agency in Vietnam as of June 2023

Timing of booking accommodation via an online travel agency Vietnam 2023

Most common timing of booking accommodation via an online travel agency in Vietnam as of June 2023

Devices used for booking tickets or services via an online travel agency Vietnam 2023

Devices used for booking tickets or services via an online travel agency in Vietnam as of June 2023

Leading OTAs

• Premium Statistic Most used online travel agencies Vietnam 2023
• Premium Statistic Leading online travel agencies by awareness Vietnam 2021
• Premium Statistic Top-of-mind online travel agencies among users Vietnam 2021

Most used online travel agencies Vietnam 2023

Leading online travel agencies in Vietnam as of June 2023

Leading online travel agencies by awareness Vietnam 2021

Leading online travel agencies among online booking users based on awareness in Vietnam as of June 2021

Top-of-mind online travel agencies among users Vietnam 2021

Top-of-mind online travel agencies among online booking users in Vietnam as of June 2021

Consumer preferences

• Premium Statistic Preferences of using travel agency versus online booking for hotels Vietnam 2021
• Premium Statistic Preferences of booking package travel in Vietnam 2021
• Premium Statistic Preferences of using travel agency versus online booking for flights Vietnam 2021
• Premium Statistic Factors influencing online travel agency choices Vietnam 2021

Preferences of using travel agency versus online booking for hotels Vietnam 2021

Preferences of using travel agency versus online booking for hotel booking in Vietnam as of June 2021

Preferences of booking package travel in Vietnam 2021

Preferences of using travel agency versus online booking for package travel in Vietnam as of June 2021

Preferences of using travel agency versus online booking for flights Vietnam 2021

Preferences of using travel agency versus online booking for flights in Vietnam as of June 2021

Factors influencing online travel agency choices Vietnam 2021

Factors influencing online travel agency selection among users in Vietnam as of June 2021

Impacts of COVID-19

• Premium Statistic Change in international tourist arrivals in Vietnam 2023, by means of transport
• Premium Statistic COVID-19 impact on hotel occupancy rate in Vietnam 2019-H1 2020
• Premium Statistic Intention to spend on big-ticket items Vietnam 2022, by category
• Premium Statistic Consumer goods e-commerce spending growth in Vietnam 2023, by category

Change in international tourist arrivals in Vietnam 2023, by means of transport

Change in the number of international tourist arrivals in Vietnam in 2023, by means of transportation

COVID-19 impact on hotel occupancy rate in Vietnam 2019-H1 2020

Impact of the COVID-19 pandemic on hotel occupancy rate in Vietnam in the first half of 2020 compared to 2019

Intention to spend on big-ticket items Vietnam 2022, by category

Big-ticket purchase intention among consumers in Vietnam as of the 3rd quarter of 2022, by category

Consumer goods e-commerce spending growth in Vietnam 2023, by category

Growth of e-commerce expenditure on consumer goods among internet users in Vietnam in 2023, by category

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Petcare, travel, health: Discretionary spending could unlock $50 bn opportunity for new-age brands

Deepening e-commerce penetration, lowering cost barriers and internet access before discretionary income are enablers now converging to make brand-building lucrative and exciting for entrepreneurs.

New Delhi: New-age brands in India could unlock a $50 billion market capitalization by 2030 as households expand their spending pool to include discretionary products, according to a report by venture capital firm Elevation Capital.

India’s rising online consumer spending is estimated to more than double to $300 billion by 2030 from $140 billion now, aiding the growth of new-age brands, according to the report.

“The combined revenue of new-age consumer brands tracked by Elevation has crossed $5 billion or   ₹ 40,000 crore, a figure that continues to scale rapidly," according to a report released Wednesday.

Also Read: Mint Explainer: Why half of urban consumers aged 15-55 now live in small towns

Deepening e-commerce penetration, lowering cost barriers and internet access before discretionary income are enablers now converging to make brand-building both lucrative and exciting for entrepreneurs, it added. 

“As a consequence of the above, Elevation sees $50 billion of public market cap to be contributed by new-age brands in discretionary categories by 2030," the report said.

India’s market for consumer goods has historically been dominated by large multinationals and homegrown consumer goods makers. However, the market dynamics have changed over the last couple of years as new-age consumer brands find favor among shoppers. 

Pointing to the industries that hold great potential, the report said pet care has a $7 billion opportunity, premium leisure travel $20 billion, and premium healthcare a $10 billion opportunity.

Discretionary spending

The top five million households, constituting approximately 2% of India's population, are expected to expand their spending pool to $100 billion for discretionary expenditures annually over the next decade, up from the current $40 billion. 

"Over the next decade, this spending pool will expand to $100 billion as their incomes grow. For founders building in this space, a fail-fast, one-size-fits-all mantra will not work; instead, they should focus on consumers’ unique needs and premium quality, all built on trust," it said.

Also Read: Consumer goods makers are hopeful a ‘normal monsoon’ will heat up demand

The assumption that there are no whitespaces left in consumer marketplaces and that every nook and cranny has been filled—be it food, travel, or e-commerce—is misplaced. "A major axis where there is room for builders to disrupt would be complex categories that conventional online marketplaces have not adequately served," it added.

“Of late, India’s startup ecosystem has started questioning the viability of delivering new high-quality businesses in the consumer tech space. With all our conviction, we say yes, these businesses can be built," said Mukul Arora, co-managing partner and Mayank Khanduja, partner, who leads Elevation’s consumer tech investments.

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