online travel market statista

• Consumer Goods and Services /
• Travel and Tourism /
• Travel Intermediaries /
• Online Travel

Online Travel Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028

• Region: Global
• IMARC Group
• ID: 5820824
• Description

Table of Contents

Companies mentioned, methodology, related topics, related reports.

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Online Travel Market Trends:

Key market segmentation:, breakup by service type:.

• Transportation
• Travel Accommodation
• Vacation Packages

Breakup by Platform:

Breakup by mode of booking:.

• Online Travel Agencies (OTAs)
• Direct Travel Suppliers

Breakup by Age Group:

• 22-31 Years
• 32-43 Years
• 44-56 Years
• Above 56 Years

Breakup by Region:

North america.

• United States
• Asia-Pacific
• South Korea
• United Kingdom

Latin America

Middle east and africa, competitive landscape:, key questions answered in this report.

• Expedia Group Inc.
• Fareportal Inc.
• Hostelworld Group plc
• MakeMyTrip Pvt. Ltd.
• priceline.com LLC (Booking Holdings Inc.)
• Thomas Cook India Ltd. (Fairfax Financial Holdings Limited)
• Tripadvisor Inc. and Yatra.com

Table Information

• Travel Intermediaries

Online Travel Market, Size, Global Forecast 2024-2030, Industry Trends, Share, Growth, Insight, Impact of Inflation, Company Analysis

•  Report
• November 2023

Global Online Travel Market Outlook, 2028

• August 2023

Global Hostel Online Travel Agency (OTA) Market (2023 Edition): Analysis By Platform (Mobiles/Tablets, Desktop), User Type (Students, Corporates, Others), By Age Group, By Region, By Country: Market Insights and Forecast (2019-2029)

• December 2023

Global Online Travel Market Overview, 2023-28

Online Travel Booking Platform - Global Strategic Business Report

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38 Online Travel Booking Statistics & Trends of 2024

Even if the travel and tourism industry is recovering, there have been substantial changes in how people travel.

We’ve seen a significant change, both in terms of how frequently people travel as well as how they plan, book, and manage their trips.

To investigate these recent developments, the best place to do so is online, as that’s where most people book and pay for their travel rather than through pricey travel agencies.

In this article, we've gathered some intriguing online booking statistics that’ll give you a sneak peek into changing tastes and behaviors of travelers for post-pandemic tourism.

Whether you're a travel company looking to take advantage of travel trends or a traveler looking for the most popular destinations, this post is for you.

Key Online Travel Booking Statistics

• The size of the global online travel market is predicted to reach $1.2 trillion in 2027 .
• 50% of travelers spend less than a week doing the research before departing on vacation.
• 87% of visitors desire to travel sustainably.
• The most lucrative online travel market is in Asia-Pacific.
• The average traveler makes 38 website visits before deciding and making a booking.

General Online Travel Booking Statistics

1. 72% of employees are enthusiastic and prepared to take their next business trip this year..

If all relevant safety precautions are followed, at least 45% of travelers worldwide are willing to fly for business to attend a conference or business event.

Online travel booking trends and stats show that 48% of business travelers are willing to provide their health information.

According to a survey by Expedia, the average number of business trips for 38% of the respondents was once every two to three months. 32% make one or more business trips per month .

2. 86% of travel agents favor improving the customer experience to increase online digital travel sales.

According to 74% of the online booking companies polled, purchasing and selling travel arrangements can be simpler. In the coming 12 months, the following factors are anticipated to increase travel intention:

• Mobile applications that provide travel notifications (44%).
• Check-in via self-service (41%).
• Cashless transactions (41%).
• Flexible refunds and guarantees (40%).

3. 63% of travelers believe technology is crucial for limiting health risks in a post-pandemic environment.

(SaleCycle)

Three issues top the list of worries for survey respondents among leisure travelers today:

• Concern about catching COVID-19 (41%).
• Requirements for quarantine or self-isolation in certain places (41%)
• Travel-related last-minute adjustments or cancellations (37%)

4. The preferred payment methods for online travel bookings are UPI and e-Wallets.

Countries all over the world are transitioning to cashless systems. Paying for airlines, hotels, car rentals, and other services have become easier with the help of PayPal, Alipay, Google Pay, and Amazon Pay.

Travel App Statistics & Trends

5. online travel bookings reached their highest level of $755 billion in 2019, then fell 46% to $403 billion in 2020..

Online travel bookings then climbed to $613 billion in 2021. Booking Holdings continued to be the leading digital travel agency business in 2021. The big three achieved over 60% of revenue growth last year.

6. Only 27% of consumers preferred booking trips through apps.

(TripAdvisor)

Those that did, liked some of the distinctive characteristics they provided, such as:

• Notifications of price alerts (79%)
• How quickly reservations could be made (39%)
• The additional functionality (30%)

7. App-enabled digital travel firms observed an increase in mobile bookings.

Following the launch of travel apps, some businesses reported a rise in the percentage of people booking online via mobile. Mobile travel booking statistics also demonstrate that travel app users aren't devoted to their apps and often delete them once they've served their purpose.

In fact, about 50% of users delete their travel app within a month of downloading it. Numerous of these are presumably caused by the fact that the app is no longer needed.

8. The majority of mobile users favor travel apps over mobile websites.

(Travelport)

The decision is primarily influenced by customer experience. Users prefer the travel apps' lightning-fast experiences, as they are typically smoother and easier to use than a mobile web page.

When comparing costs, many people also complain that making a reservation on a mobile web page is difficult. Switching between various websites and options on a mobile phone isn’t like on a desktop computer, which is far much easier.

9. Booking.com is the most downloaded online booking app over the past four years.

(StratosJets)

It recovered from a decline in the previous year in 2021. TripAdvisor, trivago, and Skyscanner have also had trouble reaching 2019 numbers.

Hopper was the most popular online travel app in the US in 2021. Airbnb downloads decreased in 2021 , while Vrbo, its primary rival, surged to 10.5 million.

Online booking stats also show that 17% of Americans purchased a travel app subscription to aid in their travel preparation last year. Furthermore, 83% of US adults want to make travel bookings online.

Mobile vs. Desktop Booking Statistics

10. even though mobile drives the most online traffic, it’s still underutilized as a tool for online bookings..

(Travelport Digital Report)

About 80% of American consumers still like using their desktops or laptop when making a reservation. Worldwide, these figures are consistent; in France, 33% of travelers book on their mobile phones . In Germany, it's 15%, and in the UK, 25%.

The fact that the same consumers who book through the desktop site are content to conduct their research online makes this trend even more unexpected.

11. 72% of mobile bookings happen in the 48 hours that follow last-minute Google searches containing the terms “today” and “tonight.”

Google search statistics also show that 44% of individuals who make online bookings do so on a mobile device and 64% on a desktop.

That represents a change from 2021 when 41% of reservations were made on mobile phones and 59% on desktop computers.

Data from StratosJets also show that the percentage of customers who give up on their travel purchases is 91% for mobile users and 85% for desktop users.

12. Before deciding on their vacation itinerary, 83% of tourists conduct research on their mobile devices.

(Think With Google, AdColony)

Recently, people have been changing how they use their phones to plan trips. 70% of mobile users look for activities to do when traveling, 66% check for appealing locations, and 58% decide on their lodging choices.

Furthermore, 87% of corporate travel managers and business travelers alike want a more straightforward booking procedure, and 42% of respondents, planning a trip is more difficult than going on one.

Booking & Travel Planning Statistics

13. videos and images are the two most vital factors influencing decisions among travelers during the consideration stage of trip preparation..

(Hospitalitynet)

When choosing hotel rooms online, consumers also consider a hotel's ability to display its amenities and guest experience.

The biggest turnoffs for most leisure travellers are boring displays, unattractive food photographs, and unattractive hotel rooms.

14. Approximately 72% of brand-new clients will conduct some kind of research before making a booking.

Only 6% of individuals say they don't believe customer reviews, compared to 15% of customers who don't trust companies without reviews.

According to these figures, hotels and travel agencies have nothing to lose by requesting online reviews. Only 22% of individuals will post a review if they aren't asked to , which rises to 80% when businesses actively urge customers.

Some businesses worry about the fallacy that only dissatisfied customers post reviews, which is not true. According to travel industry statistics, only 5% of reviews will be unfavorable, with an average of 95% being favorable.

Hotels and digital travel companies must use SEO and powerful social media tactics to have a strong online presence and increase online sales.

That’s because many potential clients rely on social media and an online presence when making travel bookings. According to Google, the most well-liked online products have an average rating of 4.2 to 4.7 and about 39 reviews.

15. 29% of those who make reservations prefer direct travel bookings.

Reasons include the ability to:

• Request additional amenities (28%).
• Look for the best deal (21%).
• Searching for loyalty programs (21%).
• Negotiate prices (18%).
• Discover rewards for direct booking (11%)

16. It's projected that by 2023, over 700 million people will purchase a flight online.

Furthermore, 70% of all consumers use a mobile device to research flights

17. Half of all American travelers spend weeks researching before departing on vacation.

However, the second category of customers has their trip planned for months. These consumers look for activities in the twelve weeks preceding their trip rather than making air or hotel bookings.

According to online hotel booking statistics, older travelers (aged 55+) are more inclined to make reservations more than four months in advance , while younger travelers (aged 18 to 34) tend to put off online travel research until the last month or week.

18. 41% of travelers prefer to use online travel agencies (OTAs), while 29% use travel operators or agents.

According to demographic data, those under 35 years are more likely to book hotels using OTAs. 70% of respondents said they would use an OTA to make a reservation if hotel sites and OTAs had equal prices.

Even though using a physical travel agency can save passengers up to $452 and four hours of preparation time per trip , only 24.3% of Americans use them.

Most online sales in the travel industry currently occur on one-stop digital stores that let customers plan their entire trip on one website . By the end of the year, these corporations will control 41% of the online travel sales market.

Research from Hospitalitynet shows that 12% of visitors believe that using booking websites should be significantly faster and easier than making online hotel bookings using hotel websites directly.

Some main factors influencing consumer decisions are security, ease of use, loyalty discounts, and reliable online reviews from the OTAs.

19. Travelers who plan their trip spend 47% less on lodging than their more impulsive counterparts who book while traveling.

They also spend 81% less on transportation. This less impulsive online travel booking segment provides a desirable target market for online companies that sell reservations across various categories.

Many people conduct travel-related searches on online travel sites like TripAdvisor and Expedia. According to TripAdvisor, which recorded 224 million travel bookings in a single month, 80% of travelers will spend about four weeks researching a destination before booking.

20. Hotel websites account for two-thirds of all digital travel booking revenues.

That’s surprising because TripAdvisor and Booking.com receive millions of visitors each month. You might think they are the ones driving up most of the revenue.

Furthermore, 60% of consumers believe digital travel bookings are their most expensive online purchase. Many customers have higher expectations for bookings now that more businesses are paying attention to the customer experience.

90% of all consumers say they expect a personalized experience from their virtual travel assistant when they book their trips online, which isn’t surprising. Customer dissatisfaction may contribute to low conversion and cart abandonment rates since many travel websites are still comparatively outdated.

These figures imply that the market for digital bookings is huge and underserved. Online travel booking services should look at their sales funnel to determine why they are losing so much business.

21. Digital worldwide travel sales are currently rising at a pace of 15.4%, and online hotel bookings are growing at a rate of 10.3%.

(ThinkWithGoogle)

Google reports that Monday is the most common day for conducting travel-related searches and booking, while Saturday is the least popular day. The same survey revealed that most hotel bookings happen between 6 am and 10 am.

Sustainability Travel Booking Statistics

22. sustainable tourism is one of the biggest travel trends for 2022 because of the threat posed by climate change..

2017 was designated as the UN's “International Year of Sustainable Tourism for Development,” which encouraged sustainability concerning the industry's sociocultural, economic, and environmental facets.

More and more travelers are becoming more conscientious of their decisions. According to a different poll, 70% of international travelers say they would book a hotel sooner if they knew it was green and sustainable.

23. In 2022, 63% of travelers are prepared to put more effort into making more environmentally friendly travel decisions.

(Booking.com, The Vacationer)

That’s a 10% increase from 2021. 30% of travelers say they'll choose more environmentally friendly options when researching travel online before booking, even if it causes them inconvenience.

52% of respondents intend to choose more environmentally friendly options when booking travel, but only if doing so won't inconvenience them . 57% said they would like to stay in accommodations with sustainability certification.

24. 87% of visitors desire to travel sustainably.

(TravelAgentCentral)

According to a survey of travelers, 81% of respondents said they value sustainable travel.

Of those, 50% claim that news stories about dire climate change events have influenced their choices to make more environmentally friendly travel arrangements. Therefore, 33% would rather go outside of the busiest times to avoid adding to the congestion.

More and more people want to reduce their environmental effects at home and abroad, but they encounter several obstacles. The following are the major global barriers to traveling more sustainably:

• Costs: Expensive alternatives (42%)
• Lack of Knowledge/Certification: unable to make travel more sustainable (32%).
• Time restraints: traveling sustainably would take time (22%).
• Destination: The alternatives are limited (22%)
• Luxury/comfort: Sustainable travel falls short of their expectations for comfort or luxury (20%).

Businesses in the tourism industry must figure out how to inform and encourage sustainable travel. Visitors researching travel online should learn what various hotels are doing to encourage environmentally friendly practices and how they respond to economic and environmental changes.

25. Sustainability and carbon footprint were listed as the top factor by 7% of survey respondents when making vacation plans.

(The Vacationer)

Online hotel booking statistics show that 56% of those surveyed concurred that they don't actively look for eco-friendly lodging options but will book one if it's convenient. With 67% of high-income travelers saying they would rather spend money on a better hotel room and experience.

Many hotels are now concerned that implementing sustainable projects may harm their bottom line. Accommodation quality becomes less important as more tourists prioritize experiences. The following are some motivating elements for eco-conscious travel:

• Being moved by natural sights when traveling themselves (60%)
• Observing the effects of tourism in other places (54%).
• Recognizing the advantages of sustainable tourism (47%).
• 42% of people report the negative effects of unsustainable tourism in their own nation.
• Feeling bad about their environmental impact (32%).

26. 23% of travelers choose to travel locally to reduce their carbon footprint.

Global travelers are paying more attention to the distance traveled and their transportation modes. Online travel booking statistics show that more than one in five use travel websites to look for bike rentals and public transportation options in their intended location.

33% of respondents said they would be prepared to spend an additional $50 to $250 on travel to reduce the journey's carbon footprint. Those who stayed at a sustainable hotel in the previous year did so to:

• Lessen the carbon impact on the environment (41%).
• Discover the culture of the region (33%)
• Better community engagement (31%).

User Behavior in Online Travel Booking

27. booking a trip takes americans 29% longer on average in 2022 than in 2019..

(Tripadvisor)

52% of American tourists place a higher value on the time they spend researching travel online than any other aspect of the booking process. 55% of Britons share this sentiment.

People take 6% longer to arrange a trip in Germany, while this number rises to 16% in Australia. While Australians spend 60% of their time preparing for trips, Singaporeans spend 68% visiting local travel sites and researching travel online before booking.

28. 43% of Americans dislike making travel reservations.

According to travel industry statistics, a third of families find it extremely time-consuming to conduct online hotel bookings and look for the best flights, while 23% don't enjoy planning vacations.

When booking reservations, one in three tourists put flexibility ahead of everything else. Another challenge for travelers is the lack of transparency in making travel reservations. Too many options to compare can sometimes get difficult.

Digital booking statistics show that booking a trip isn’t among the top three simplest online purchasing experiences. Above it is online restaurant bookings, clothing purchases, and online browsing and purchasing physical and digital items.

29. The average traveler makes 38 website visits before deciding and making a booking.

45% of vacationers prefer to arrange their entire trip on a single website that offers choices for flights, lodging, auto rentals, and extras.

According to research, nearly 42% of consumers take more than five years to make vacation reservations . 60% of questioned tourists think there are too many hidden fees and expenses when choosing a trip.

Online Travel Booking Market Share

30. the online travel booking industry is expected to grow by $204.81 billion by 2026..

(ResearchAndMarkets)

The publisher has closely watched the online travel booking platforms market and is anticipated to increase by a CAGR of 4.91% between 2022 and 2026.

A comprehensive analysis, market size and forecast, trends, growth drivers, challenges, and vendor analysis for about 25 vendors are in this study on the online travel booking platform market.

The research provides a comprehensive overview of the current state of the global market, the newest drivers and trends, and the general market environment.

The market is driven by the widespread use of smartphones, as well as by the growing concentration of online travel companies.

31. The digital travel market is predicted to increase from $800.72 billion in 2021 to over $1.2 trillion in 2027.

Over the past ten years, most sectors have gone digital. Particularly, the travel industry has continued to make enormous efforts to develop its online presence.

Review and travel-related e-commerce websites make up most of the online travel booking industry. It allows customers to conveniently reserve from home and frequently entices them with packages and cost-cutting options.

As a result, many tourists now prefer to plan their trips online rather than through traditional brick-and-mortar travel firms.

The primary worldwide digital travel market is also driven by rising consumer spending power, government initiatives to promote tourism, increasing internet and credit card usage, and new online segments.

It’s no surprise the yearly value of the travel business. It’s expected to be over $1.2 trillion in the coming years.

Most of the increase in online travel will come from the rising popularity of bookings made through websites like Booking.com, TripAdvisor.com, Skyscanner.com, etc., for international hotels and flights.

32. Expedia and Booking.com have acquired rival websites and mobile apps to increase their market share.

(BusinessofApps)

Kayak, Priceline.com, and Agoda are owned by Booking.com, while Expedia Group owns trivago, Orbitz, Vrbo, and Travelocity.

Expedia and Booking.com have expanded their services to include flights, taxis, car rentals, cruises, and excursions to increase their travel portfolio.

The business strategy is the same across the board; the app gets a tiny commission for each booking. Like past travel agents would arrange the airline, ground transportation, hotel, and events in a packaged trip, the goal is to be a one-stop vacation destination.

Airbnb also initiated this augmentation in 2016 with the launch of Experiences. In response to the pandemic preventing short-term travel. It also began to promote long-term stays in 2020. Services for co-working and transportation might be next on their list.

Even though Booking, Expedia, and Airbnb are the three main platforms, there are still several others, including Hopper, Hotels.com, Skyscanner, TripAdvisor, and Trip.com, that either compete in a particular market (flights for Skyscanner; hotels for Hotels.com) or operate a similar one-stop shop for all things travel-related to Booking and Expedia.

33. From 2021 to 2027, the global online travel market will expand at a CAGR of 10.58%.

(Booking.com)

The international online travel market is divided into two types: Online Travel Agencies and Direct Travel Suppliers. OTAs are becoming the world's most popular method of making reservations.

One of the best examples of digital change in business and society over the past 25 years has been the development of online travel agents.

OTAs have developed into digital marketplaces that provide direct access to digital travel options for B2C and B2B clients. OTAs are a cross between an e-commerce platform and a travel agency.

34. It’s anticipated that the travel accommodation sector will continue dominating digital travel services.

Travel accommodations are now the largest contributor to the travel market as a result of enterprises expanding globally due to globalization. Online booking is accessible for various travel accommodations, including hotels, resorts, vacation rentals, and more.

35. The online booking market is divided into mobile/tablet and desktop segments based on the type of device.

Due to its ease, comfort, and all-day accessibility, digital travel booking via a mobile, tablet, and desktop is the preferred method for most young travelers. Consumer habits in digital media are always evolving.

Mobile usage is steadily increasing, while desktop usage is steadily declining. Even said, these patterns are still evolving quickly, so the internet travel sector must adjust.

According to online booking statistics by STRATOS, 82% of all travel bookings worldwide occurred without a human being involved in the process.

Statistics on Online Travel Booking Demographics

36. baby boomers are the ones driving the growth of the online travel industry..

(Statista, TripAdvisor)

The online travel market comprises Millennials, Generation X, and Silver Hairs. However, Baby Boomer travelers with more money, time, and a strong desire to travel dominate the market.

They look for novel traveling experiences and engage in active vacations that include sightseeing and learning about different cultures. OTAs must change to reflect the preferences of younger travelers as they grow more involved and important in the travel industry.

Most Gen Xers and Millennials are wary of conventional advertising and would rather rely on word-of-mouth. In 2022, digital travel businesses that continue to rely on stock images and conventional advertising will observe a gradual decline in their clientele.

37. 60% of Millennial travelers are willing to spend more to get what they expect.

(CondorFerris)

34% are delighted to plan their trip through an agency. The 25–40-year-old Millennial age group includes business travelers and people just starting their professional lives.

Compared to travelers in the higher age category, these travelers are more likely to spend money on the trip, as they place a significantly greater emphasis on traveling for experiences.

They want to see and do unique things in unusual places without dealing with tedious details like hotel reservations. Digital travel booking statistics also show that this age group prefers to use travel companies for all their trip arrangements.

Although they use travel agents to make their hotel reservations, 52% of them will visit the hotel's website to learn more. Agents who present themselves as authorities in a particular field are quite successful with millennials.

Travel sales will increase for an agent who can provide distinctive experiences and intimate knowledge of the top accommodations, restaurants, and locations—especially if they can also maintain a strong social media presence.

38. According to online travel stats, the most lucrative travel market is in Asia-Pacific.

Geographically speaking, Asia-Pacific has the most potential for growth in the online boom, with China and India representing the most attractive markets. The emergence of the middle class, increased disposable money, and wider adoption of Internet services contribute to the growth.

While Ctrip's online travel agency dominates the Chinese travel sector, India's top OTAs are Yatra and Cleartrip. OTAs are increasingly being used to make reservations in the area.

What the Future Looks Like for the Online Travel Booking Industry

Online travel booking is here to stay. That means travel companies should constantly reinvent themselves and adapt to keep up with fast-evolving developments.

With some of the highest cart abandonment rates among all online industries, tourism also struggles to benefit from mobile-friendly websites.

These online travel booking statistics somewhat reflect the inherently competitive nature of hotel bookings, but they also show that all travel agencies need to modernize their marketing and sales strategies. The first thing to get the best live chat software :

• The LiveChat installation process is super easy and comes with a free WordPress plug-in. The chat platform offers personalized customer support with the help of AI and the customer's recent history.
• ChatBot is best for travel startup companies because of the 24/7 support service they can use anytime. The software has powerful analytics tools you can use to
• SendinBlue not only does the tool have advanced live chat capabilities , but it also has premium email marketing functionalities. You can get started for free on Sendinblue – what are you waiting for?
• Tripadvisor
• The Vacationer
• GlobeNewswire
• Travel Weekly
• Booking.com
• Marketsampler
• Hospitalitynet
• Think With Google
• Travelagentcentral

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🏝️ Online Travel: Industry Showdown

From hybrid work to ai, what are the trends not to miss in a post-pandemic world.

Greetings from San Francisco! 👋

Welcome to the new members who have joined us this week!

Join the 32,000+ How They Make Money subscribers receiving insights on business and investing every week.

Many readers have requested industry breakdowns and comparisons.

So we launched our Industry Showdown series.

We previously covered US banks , Luxury goods , and Streaming platforms .

Here is a sneak peek at the report today:

My goal is to give you the elevator pitch on a specific category:

Who are the main participants?

How do they make money?

What are the performance indicators to follow?

Today, we’ll break down online travel companies as follows:

The state of the market.

The leading players.

How they make money.

Key trends to watch.

1. The state of the market.

The online travel industry is poised for growth as the world continues to recover from the pandemic. According to Statista, the global online travel market was $475 billion in 2022. And it’s expected to grow at a 15% CAGR in the next 8 years based on the latest research from Spherical Insights.

The online travel industry has undergone a significant transformation in recent years, driven by advancements in technology, evolving consumer behavior, and, more recently, the impact of COVID-19. The industry is poised for a strong rebound, with travelers eager to explore new destinations and experiences.

During the pandemic, the online travel industry faced unprecedented challenges, with global travel restrictions, lockdowns, and social distancing measures leading to a sharp decline in bookings. However, the crisis also accelerated the adoption of digital services, as travelers turned to online platforms for information, flexibility, and safety assurances.

Here are the main categories you should know:

Online Travel Agencies (OTAs) : These platforms allow users to book flights, hotels, car rentals, and vacation packages. Some of the major players include Booking.com and Expedia. There are two core OTAs business models:

Agency model : The customer pays the final price to the hotel (either at the time of the booking or at the check-in). After the check-out month, the hotel pays the agreed commission to the OTA.

Merchant model : The customer pays the final price to the OTA (not to the hotel). After the check-in date, the OTA pays the net price (final price less agreed commission) to the hotel.

Metasearch Engines : These websites aggregate information from multiple OTAs and other travel sources, allowing users to compare prices and book directly with suppliers. Examples include Kayak, Skyscanner, and Google Flights.

Home Sharing Platforms : These services enable individuals to rent out their homes or rooms to travelers, offering an alternative to traditional hotels. Examples include Airbnb, Expedia-owned Vrbo, and HomeAway.

Travel Planning and Review Websites : These platforms provide users with information, reviews, and recommendations to help them plan their trips. Examples include TripAdvisor, Lonely Planet, and Fodor's Travel.

Niche Travel Services : These specialized platforms cater to traveler needs or preferences, such as luxury travel, eco-tourism, or adventure travel. Examples include G Adventures, Black Tomato, and Scott Dunn.

As we recently touched on in our article about the art of spotting economic moats, assessing the growth of an industry is not enough to find winners.

Instead, Buffett explained that it requires determining the competitive advantage of a specific business within that industry, and the durability of that advantage.

So let’s drill down to these companies' market share, business models, competitive advantages, and recent developments.

2. The leading players.

Some of the top public companies in the online travel industry include:

Booking Holdings (BKNG) :

Market share : Booking Holdings, which owns Booking.com, Priceline, Agoda, and Kayak, among others, is the largest player in the online travel industry, with $121 billion in gross bookings in 2022 (about 25% market share). Booking has 28 million reported listings worldwide. Its initial success is often attributed to its agency model and aggressive M&A strategy.

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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.

Quick Links

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

Craving insights into online travel booking in 2023? 

You’ve landed at the right place. 

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

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

Top Online Travel Booking Statistics (Editor’s Picks)

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

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

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

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

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

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

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

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

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

Stacking It All Up

There you have it.

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

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

How big is the online travel market?

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

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

What are the biggest online travel agencies worldwide?

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

What’s the fastest-growing OTA?

How many people use online travel agencies.

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

What are the largest online travel agencies by revenue?

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

How much commission do online travel agencies charge?

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

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• Airbnb, Inc., “Form 10-K”
• Alchemer, “2023 Mobile Customer Engagement Benchmark Report”
• Amadeus, “Delivering Traveler Value”
• Apptopia, “Worldwide and US Download Leaders 2022”
• Booking Holdings Inc., “Form 10-K”
• Cloudbeds, “What Are Online Travel Agencies? The Guide to Hotel OTAs”
• CryptoRefills Labs, “Consumer Report 2022”
• Expedia Group, Inc., “Form 10-K”
• Globe Newswire, “Online Travel Agency (Ota) Market (New Insights Report) by 2023 Which Is Booming Strong Growth in the Globe till 2028”
• GP Bullhound, “Q4 2022 Insights into Digital Commerce”
• Grand View Research, “Online Travel Booking Service Market Size, Share Report, 2030”
• Market Sampler, “How People Book Hotels in 2022? What Gets Attention and Which Channels People Prefer?”
• MarketWatch, “2030, Online Travel Agency (OTA) Market Size | Industry Report 2023”
• Passport Photo Online, “Airbnb: 60+ Statistics, Trends, and Facts”
• Research and Markets, “Global Online Travel Market”
• Research and Markets, “Travel Technologies: Global Strategic Business Report”
• Similarweb, “Top Travel and Tourism Websites Ranking”
• Statista, “Consumer Insights”
• Statista, “Online Travel Market – Statistics & Facts”
• Statista, “Travel Bookings: Online Vs. Agency”
• The American Customer Satisfaction Index, “Travel Study 2022-2023”
• Travelport, “Fixing Travel Retailing”
• Trip.com Group Limited, “Form 20-F”
• Tripadvisor, Inc., “Form 10-K”
• Tripadvisor, “Travel in 2022: A Look Ahead”

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.

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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What are you looking for?

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! 

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Vietnam Online Travel Industry Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Vietnam Online Travel Market Trends & Size and it is Segmented by Booking Type (Air Ticketing, Hotels and Packages, Bus Ticketing, Rail Ticketing and Others), Platform (Desktop, and Mobile). The market size and forecasts for Vietnam Online Travel Market are provided in terms of revenue value (USD Million) for all the above segments.

• Vietnam Online Travel Market Size

Need a report that reflects how COVID-19 has impacted this market and its growth?

Vietnam Online Travel Market Analysis

The Vietnam Online Travel Market is currently valued at USD 9.2 Billion and is expected to register a CAGR greater than 10% during the forecasted period.

The COVID-19 pandemic severely impacted the Vietnam economy, hitting tourism particularly hard, and the sector needed to accelerate digital transformation to manage the business and reach customers. Vietnam's travel sector relied heavily on international travel, which plunged in the year 2020. International flights dropped 80 percent in October 2020 from the same period a year earlier in Vietnam. The demand for domestic travel in Vietnam is expected to grow. It will likely recover relatively fast because of growing domestic spending by vacationers who could not travel abroad and who have redirected their money locally at a higher level than in 2019.

Vietnam is a Southeast Asian country known for its beaches, rivers, Buddhist pagodas, and bustling cities. Tourism contributes a significant share of Vietnam's GDP, and the economy has relied on domestic travel to buoy the sector. Vietnam's Online Travel industry is a flourishing sector. An increasing staycation, beach visits, fairs, and exhibitions are expected to contribute to inflows of international tourists and domestic tourist movement. The Government's initiative of taking fast steps towards online travel promotion tells about the growth in Vietnam travel in 2019; the blooming of online travel helps the participants have an overview of the online travel market in Vietnam, tourism development trends, and the conversion of customers' choices from traditional tourism to digital tourism. Also, VECOM addressed that the demand of tourists determines the supply of product services and ways to catch up with the psychology of tourists and optimize the cost for the business. It is needed because tourists desire explorations and experiences wherever they go, not just food and drinks. Therefore, to meet customer needs, it is necessary to optimize to diversify service utilities and increase the experience of tourists even when they have not arrived.

The rise in the travel and tourism industry and changing patterns in the standard of living have led to progressive growth in online travel market trends. One area of potential growth in demand for Vietnam Online Travel is working holidays. Further divided into Nature-based holidays with cultural elements, adventure or wellness have high growth potential. Consumers' desire to go outdoors remains strong, and the Vietnam countryside is estimated to enjoy the benefit in the forecast period. Nature-based holidays with cultural elements, adventure, or wellness have high growth potential.

• Vietnam Online Travel Market Trends

Vietnam Online Travel Ranks One of Five Top Countries in Asian-Pacific Region

Vietnam's online travel ranks one of the top five countries in the Asia-Pacific region, which are ranked in the list, and its growth rate is after Indonesia, Thailand, and Singapore. According to VITA's statistics conducted in the previous year, within five years, the number of people seeking Vietnam's tourism information on the internet has risen around 32 times, including more than 8 million and 5 million searching the information of domestic and foreign tours in Vietnamese in peak and off-peak season respectively. However, local tourism companies are weaker than their foreign-invested peers. Statistically, internationally well-known Agoda and Booking account for 80 percent of the accommodation market share in the country.

International Tourism in Vietnam

Vietnam has become an increasingly popular destination for international tourism in recent years. The country offers a unique blend of natural beauty, cultural heritage, and warm hospitality, making it an attractive choice for travelers from around the world. The city has experienced significant growth in international tourism over the past decade. The number of international arrivals has been steadily increasing, with record-breaking numbers in recent years. The country offers a wide range of destinations that cater to different interests. Some of the most popular tourist destinations in Vietnam include Hanoi (the capital city), Ho Chi Minh City (formerly known as Saigon), Ha Long Bay (a UNESCO World Heritage Site), Hoi An Ancient Town, Nha Trang (known for its beaches), and Da Nang (home to the famous Golden Bridge).

Vietnam has a rich cultural heritage that dates back thousands of years. Visitors can immerse themselves in the country's history by exploring ancient temples, pagodas, and imperial citadels. The traditional Vietnamese cuisine, art, and handicrafts also add to the cultural experience. Compared to some other Southeast Asian countries, the city offers relatively affordable travel options. Accommodation, food, and transportation are often budget-friendly, making it an attractive destination for budget-conscious travelers. Vietnamese people are known for their warm hospitality and friendly nature. Travelers often appreciate the welcoming and helpful attitude of the locals, which adds to their overall experience. Vietnam has made efforts to improve its infrastructure, including expanding and upgrading airports, highways, and public transportation systems. Several international airlines operate direct flights to major cities in Vietnam, enhancing accessibility for tourists.

Vietnam Online Travel Industry Overview

The Vietnam Online Travel Market is very competitive and highly fragmented across the different regions of Vietnam, offering a huge number of competitive players dominating the market, nowadays grabbing the market more powerfully by mergers and acquisitions and traditional Online Travel across the southern part of Asia has made the Vietnam Online Travel Market very competitive and strong in comparison with travel to Thailand, Singapore, and other neighbor countries. International chains and their brands, such as Makemytrip and Trivago from other countries for traveling in Vietnam, are widely famous and leading the market. Vietnam-originated groups are promoting very weak Online Travel. Still, some Online Travel groups working in Vietnam, such as Agoda and Bookings.com, have been focusing on comparing holiday deals from most Vietnam holiday providers by filtering down the destination type, travel deals with attractive discounts and packages including Spas, breakfast, etc., first time booking offer, offering an abundance of tourism spots at one glance and many more. Some of the major players in the market are Tugo, Expedia, Bookings.com, Agoda, and Skyscanner.

Vietnam Online Travel Market Leaders

Bookings.com

*Disclaimer: Major Players sorted in no particular order

Vietnam Online Travel Market News

• November 2022: Booking Holdings, Inc. announced the expansion of the Travel Sustainable Program to relevant brands across the Booking Holdings family.
• April 2022: Expedia Group and Qtech Software, a travel technology software provider, announced an expanded collaboration to deliver access to Expedia Group's travel supply to travel businesses globally through Qtech's flagship technology platform, OTRAMS GO. As a result of this collaboration, travel businesses of all sizes now have greater accessibility to premium hotel content and technology via the OTRAMS GO platform, helping generate higher revenue, grow their businesses, and improve efficiency in the travel ecosystem.

Vietnam Online Travel Market Report - Table of Contents

1. INTRODUCTION

1.1 Study Assumptions and Market Definitions

1.2 Scope of Study

2. RESEARCH METHODOLOGY

3. EXCEUTIVE SUMMARY

4. MARKET INSIGHTS AND DYNAMICS

4.1 Market Overview

4.2 Market Drivers

4.2.1 Increasing Internet Penetration

4.2.2 Government Initiatives and Infrastructure Development

4.3 Market Restraints/ Challenges

4.3.1 Language and Cultural Barriers

4.3.2 Competition from Offline Travel Agencies

4.4 Porter's Five Forces Analysis

4.4.1 Bargaining Power of Buyers/ Consumers

4.4.2 Bargaining Power of Suppliers

4.4.3 Threat of New Entrants

4.4.4 Threat of Substitute Products

4.4.5 Intensity of Competitive Rivalry

4.5 Insights on Consumer Buying Behavior in Vietnam Online Travel Market

4.6 Insights on Governmental Regulations in Vietnam Online Travel Market

4.7 Insights on Technological Disruption in Vietnam Online Travel Market

4.8 Impact of COVID-19 on the Market

5. MARKET SEGMENTATION

5.1 By Booking Type

5.1.1 Air ticketing

5.1.2 Hotels and Packages

5.1.3 Bus Ticketing

5.1.4 Railway Ticketing

5.1.5 Other Booking Types

5.2 By Platform

5.2.1 Desktop

5.2.2 Mobile

6. COMPETITIVE LANDSCAPE

6.1 Market Concentration Overview

6.2 Company Profiles

6.2.1 Booking.com

6.2.2 Agoda

6.2.3 Traceloka

6.2.4 Trivago

6.2.5 TripAdvisor

6.2.6 Skyscanner

6.2.7 Expedia

6.2.8 Tugo*

• *List Not Exhaustive

7. FUTURE OF THE MARKET

8. DISCLAIMER

9. ABOUT US

Vietnam Online Travel Industry Segmentation

Vietnam Online Travel is one of the most widely demanded as people prefer tourism and naturally embrace economic trips. A complete background analysis of the Vietnam Online Travel Market, which includes an assessment of the economy, a market overview, market size estimation for key segments, emerging trends in the market, market dynamics, and key company profiles, are covered in the report. The Vietnam Online Travel Market is segmented by Booking Type (Air Ticketing, Hotels and Packages, Bus Ticketing, Rail Ticketing, and Other Booking Types) and platform (Desktop and Mobile). The report offers Market size and forecasts for the Vietnam Online Travel Market in revenue value (USD) for all the above segments.

Vietnam Online Travel Market Research FAQs

What is the current vietnam online travel market size.

The Vietnam Online Travel Market is projected to register a CAGR of greater than 10% during the forecast period (2024-2029)

Who are the key players in Vietnam Online Travel Market?

Tugo, Expedia, Bookings.com, Agoda and SkyScanner are the major companies operating in the Vietnam Online Travel Market.

What years does this Vietnam Online Travel Market cover?

The report covers the Vietnam Online Travel Market historical market size for years: 2020, 2021, 2022 and 2023. The report also forecasts the Vietnam Online Travel Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

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Vietnam Online Travel Industry Report

Statistics for the 2024 Vietnam Online Travel market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Vietnam Online Travel analysis includes a market forecast outlook to for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

Vietnam Online Travel Market Report Snapshots

• Vietnam Online Travel Market Share
• Vietnam Online Travel Companies

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• Market Report

Online travel market in Vietnam : Viet Nam

The online travel market in Vietnam Report from Statista provides an overall picture of the world and Vietnam OTA market in 2020 and forecasts until 2025.

Table of contens

Table of contents, key indicators, usage of otas, leading otas, consumer preferences, impacts of covid-19.

The world entering the era of integration with the industrial revolution 4.0 has brought substantial development opportunities for the online tourism industry. However, the outbreak of the COVID pandemic at the beginning of 2019 had a negative impact on tourism businesses around the world, and Vietnam is no exception. At the same time, the online travel agency (OTA) has seized the opportunity during the pandemic challenge, achieving specific achievements. Let's see the overall picture of the world and Vietnam OTA market in 2020 and forecast until 2025.

According to data in the Statista report, the market size of the global online travel agent sector 2020 reached 432.14 billion U.S. dollars. In 2021, this number will increase to 561.36 billion U.S. dollars.

In Vietnam, the online travel market size measured by gross merchandise value in 2020 reached 3 billion U.S. dollars, equal to Indonesia in the Asia Pacific region, behind Thailand (4 billion U.S. dollars).

2019 marked a breakthrough development of the tourism industry with total revenue of 720 thousand billion VND (about 32.75 billion U.S. dollars), with a growth of 16.2% compared to 2018, contributing up to 9.2% to the GDP of the country. Besides, in 2019 the World Tourism Organization (UNWTO) assessed Vietnam as one of the top 10 countries with the fastest tourism growth. And the online travel segment has made significant contributions to creating great successes for Vietnam's tourism industry.

The report shows that the value of e-commerce spending by internet users is highest in the field of Travel, mobility, and accommodation, reaching 3,180 million U.S. dollars in 2020, followed by the field of Electronics and physical media with a consumption value of approximate 1570 million U.S. dollars, Fashion and beauty (1440 million U.S. dollars), Furniture and appliances (1090 million U.S. dollars), Food and personal care (1020 million U.S. dollars), Toys, DIY and hobbies (917.1 million U.S. dollars), Digital music (215 million U.S. dollars); Video games (16.15 million U.S. dollars).

In 2019, Vietnam successfully tested a 5G broadband network and commercialized this process in 2020, creating favorable conditions for online travel businesses to operate more smoothly. However, due to the epidemic's impact from the beginning of 2020 worldwide, many countries implemented blockades, restricting movement, causing tourism activities to be halted and completely frozen. And as a result, shown in the report from Statista, the revenue of online purchases in tourism and Travel in Vietnam 2020 was 578.24 million U.S. dollars, down more than 773 million U.S. dollars compared to the previous year's revenue. 

However, it is forecasted that Vietnam can completely recover and develop more vital than in the coming years when the pandemic ends. With revenue growth of 31.31% per year from 2021 to 2025.

A survey of 2614 Vietnamese conducted in November 2020 showed that 60% of respondents know and use an online travel agent, 32% do not use it, and 8% do not know what kind of this service is. 40% of online booking users in Vietnam travel at least three times per year, 39% travel twice per year, and 21% travel once per year. 

Compared to the last decade, Vietnam's travel consumption trend has changed significantly due to the digital transformation 4.0 technology. Typically, the payment method converts from cash to online (credit/debit card, e-wallet, etc.). Besides, booking services, airline tickets, and hotels through smartphone applications increased significantly.

In the survey of 1564 Vietnamese people, 16 years and older about their purposes of using an online travel agency, 70% respondents said they use an online travel agency to book accommodation, 57% to purchase flight/train/bus tickets, 38% to book other travel services (e.g. sightseeing tours, tour guides, admission tickets, restaurant reservations, etc.); 33% to book a package holiday; 26% researching their trip (to compare prices etc.) but did not book or purchase anything through it; 22% to rent a car and 1% with others purposes.

56% of respondents who joined the survey conducted in Nov 2020 reveal that they are booking accommodation via an online travel agency several weeks before the trip, 31% several months, 29% several days and 9% the day before the trip. 80% of online travel agency users joined the surveys booking tickets via their smartphone, 58% via laptop, 41 via a P.C., and 16% via tablet. 

Currently, OTAs are leading the online travel market in Vietnam in air ticket booking, hotel booking, etc. Most of them are foreign brands like Agoda, Traveloka, Booking, Tripadvisor, etc. Less prominent Vietnamese OTAs include VNTrip, Vinabooking, My tour, Chudu24, Ivivu, Vietravel, Saigontourist, etc. 

According to the data from Statista, the most used OTAs in Vietnam in 2020 include Booking. com (62%), Agoda (61%)l Traveloka (45%); Trivago (32%); TripAdvisor (28%); Airbnb (14%); Skyscanner (11%); Expedia (9%); Tugo (4%); Others (3%).

Among 319 Vietnamese people who joined the survey in June 2021, 51% revealed that they prefer to use both travel agencies and online booking for hotel booking, 37% prefer to use online booking, and 12% prefer to use travel agencies. Another survey gives similar results when 60% use both a travel agency and online booking for package travel, 25% prefer to use travel agencies, and 14% prefer online booking. For booking flights in Vietnam, 50% of respondents use both travel agencies and online booking, 35% prefer online booking, and 15% prefer to use travel agencies. 

45% of respondents choose to use an online travel agency because it is easy to find in search, 41% said it is an easy-to-use website and good price/promotion of hotel, etc.

The outbreak of the Covid 19 epidemic worldwide has caused the tourism industry to be severely affected by the blockade, and social distancing orders to limit the Travel spread of the disease. Under the epidemic's impact, the number of international tourist arrivals in Vietnam in 2020 decreased by 78.7% compared to the previous year. Specifically, tourists by air decreased -78.6%, by road -81.9%, by the sea -45.2%. When Vietnam started implementing social distancing, all tourist attractions had to stop operating and provide services ultimately. Facing the complicated developments of the epidemic and the travel control regulations of other countries, a series of domestic and international tourists have canceled tours and their travel plans.

As of early 2022, it can be said that Vietnam's tourism industry has overcome the most challenging period. To see detailed research data, you can download the full report here. For more information, don't hesitate to get in touch with email [email protected] or phone (+84) 888 239 444

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Airlines are ordered to give full refunds instead of vouchers and to stop hiding fees

Travelers and their luggage in a terminal at Los Angeles International Airport in August 2023. Mario Tama/Getty Images hide caption

Travelers and their luggage in a terminal at Los Angeles International Airport in August 2023.

WASHINGTON — In an effort to crack down on airlines that charge passengers steep fees to check bags and change flights, the U.S. Department of Transportation has announced new regulations aimed at expanding consumer protections .

One of the final rules announced Wednesday requires airlines to show the full price of travel before passengers pay for their tickets. The other will force airlines to provide prompt cash refunds when flights are canceled or significantly changed.

"Passengers deserve to know upfront what costs they are facing and should get their money back when an airline owes them - without having to ask," said Transportation Secretary Pete Buttigieg in a statement announcing the new rules.

Taking on junk fees is popular. But can it win Biden more voters?

Surprise junk fees have become a large and growing source of revenue for airlines in recent years, according to the DOT.

"Today's announcements will require airlines to both provide passengers better information about costs before ticket purchase, and promptly provide cash refunds to passengers when they are owed — not only saving passengers time and money, but also preventing headaches," Buttigieg said.

The airline industry is unlikely to welcome the new rules. At a hearing on the proposed fee rule in March 2023, an industry lobbying group representing American, Delta and United said it would be too difficult for airlines to disclose their charges more clearly.

"The amount of unwanted and unneeded information forced upon passengers" by the new policy would only cause "confusion and frustration," warned Doug Mullen, the deputy general counsel at Airlines for America . "Very few, if any, need or want this information, and especially when they are initially trying to understand schedule and fare options."

But the DOT insists its new rule will give consumers the information they need to better understand the true costs of air travel.

Transportation Department cracks down on airline 'junk fees'

"I believe this is to the benefit of the sector as a whole," Buttigieg said in an interview with NPR's Morning Edition , because passengers will have "more confidence in the aviation sector."

The new rules require airlines to disclose all baggage, change, and cancellation fees, and to share that information with third-party booking sites and travel agents.

The regulation also prohibits bait-and-switch tactics, the DOT says, that disguise the true cost of flights by advertising a low base fare that does not include all mandatory fees.

"This is really about making sure that we create a better experience for passengers, and a stronger aviation sector in the United States," Buttigieg said in the NPR interview.

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Methodology : the index, calculated within the framework of the nationa project "Living and urban area" considered 36 indicators based on six types of area and six criteria. The maximum number of points is 360. The six types of area are: Living area and adjacent area; Green areas, such as parks and gardens; Socio-business infrastructure and adjacent area; Socio-entertainment infrastructure and adjacent area; Road network; and City-wide area (all territory within city borders). The six criteria include: Safety, comfortability, eco-friendliness and well-being, identity and variety, modernity and relevance (opportunities provided to residents), and effectiveness of governance.

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The Top 12 Things to Do in Nizhny Novgorod, Russia

Take a first-rate trip to Russia's fifth city

Ershov_Maks/Getty Images

Although it's Russia's fifth-largest city, you could be forgiven for never having heard of Nizhny Novgorod. Notwithstanding that another Russian city is simply called " Novgorod ," the current name of the city just doesn't have a memorable ring to it. (By contrast, its name during the Soviet years — Gorky, like the famous author — was much more iconic.) At any rate, this city of just over a million around six hours east of Moscow is more than worth a visit. These are just 12 reasons why!

Tour the Kremlin's 13 Towers

Like most every other city in Russia, Nizhny Novgorod is home to a Kremlin. (The word "kremlin" means "citadel" in Russian, and has nothing to do with the modern Russian government) One thing that elevated the Kremlin of Nizhny Novgorod above others in Russia (with the possible exception of the Moscow Kremlin and one or two others), however, is the fact that its wall has 13 towers. During the summer months, at least one free walking tour per day operates from the main entrance of Nizhny Novgorod's Kremlin.

Climb Russia's Longest Staircase

Named for one of the most famous Russian pilots of the early aviation age (Valery Chkalov), the Chkalov Stairs connect two of Nizhny Novgorod's public squares, which sit on the upper and lower embankments of the Volga River, respectively. Built in 1943 (during the period when Nizhny Novgorod was known as Gorky), the Chkalov Stairs currently have the distinction of being the longest staircase in Russia.

Go Wild at Limpopo Zoo

One thing that surprises many travelers to Nizhny Novgorod is how amazing its zoo, colloquially known as Limpopo is. In addition to being home to a tropical botanical garden (which, not surprisingly, is indoors), the zoo hosts a variety of reptiles, mammals and birds. There's also a small sculpture park on the grounds of Nizhny Novgorod's zoo, including both original and replica pieces.

Shop (or Just Stroll) Along a Storied High Street

Bolshaya Pokrovskaya Street has been the de-facto "Main Street" of Nizhny Novgorod for more than 200 years. Well, minus the Soviet Union period, during which the cafes that once (and now) lined it became somewhat worthless, since intellectual conversations were basically forbidden. These days, you can come here for a cup of Russian tea then shop at the dozens of boutiques you'll find on either side of the street.

Sun Yourself at the Spit

Nizhny Novgorod sits at the confluence of the Oka and Volga Rivers, with the triangle of land at the point they meet being known as the Nizhny Novgorod Spit. Ignoring the unfortunate double-meaning of its name for a moment, this is actually a wonderful place to get a tan, if it's summer in the city and the sun happens to be shining. Even if not, photographers will enjoy a trip here for a view of the Kremlin and city center across the Volga.

Marvel at the Open-Air Museum of Rozhdestvenskaya Street

Like Bolshaya Pokrovskaya Street, Rozhdestvenskaya Street has long been one of the most important streets in Nizhny Novgorod. However, while the former has become a primarily commercial artery in recent decades, the charm of the latter is in its well-maintained buildings, which hearken back to the mid-18th century. In fact, some locals go so far as to consider Rozhdestvenskaya Street an "open-air museum."

Ride Russia's Newest Cable Car

Russian investment in infrastructure isn't quite as dramatic as that of, say, China, but the Federation has nonetheless built a selection of interesting and modern transportation systems since the fall of the USSR. Among them is the just-opened cable car, which travels from the center of Nizhny Novgorod over the Volga River to suburban Bor. At any rate, a ride over the river and back is definitely worth inclusion on your list of things to do in Nizhny Novgorod.

Taste Traditional Shchi Soup

Shchi is one of Nizhy Novgorod's most delicious local specialties, available in most every local restaurant that serves Russian food. From above, a bowl of shchi seems incredibly complicated, with a colorful palette that suggests the inclusion of dozens of diverse ingredients. In fact, the magic of shchi is in its simplicity. Building on the traditional pan-Russian recipe of cabbage, pork fat and salt (yes, just three ingredients), locals in Nizhny Novgorod sometimes add minced meat or egg whites as bonus items, then top the tangy soup with a dollop of sour cream.

Survey Amazing Russian Orthodox Architecture

Think the only amazing Russian Orthodox churches are in Moscow and St. Petersburg? Think again. Nizhny Novgorod boasts several amazing examples of Russian Orthodox architecture. From the brilliant golde domes John the Baptist Cathedral near the Volga River, to the expansive grounds of 14th-century Pechersky Ascension Monastery, Nizhny Novgorod is an architecture buff's dream!

Take a Look Back in Time

Nizhny Novgorod's historical center is relatively large and well-preserved, but a stroll (or 10) through it isn't the only way to get a feel for the city's centuries-long past. Head to the Russian Museum of Photography, which not only showcases a variety of images of Nizhny Novgorod that date back a century or even longer, but also spotlights the equipment Russian photographers have used throughout the years, and notable figures in Russia's photography history as well.

Visit the Convent from the Movie "Salt"

You'd be forgiven if you've entirely forgotten the 2010 film "Salt." However, if you remember any destination from this spy thriller, it's likely the facade of Makaryev Convent, which is located within day-trip distance of Nizhny Novgorod. Having served as a monastery from its consecration in the early 15th century up until the beginning of the Russian Revolution, Makaryev became a convent after the fall of the Soviet Union , and is now home to 22 nuns.

Take an Excursion to a 12th-Century Tea Town

Another worthwhile day trip from Nizhny Novgorod is to the town of Gorodets, which sits about an hour to its northwest. With a history dating back to the 12th century, Gorodets boasts an interesting array of architecture and museums, including one dedicated to samovars. 

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An insider's guide to Nizhny Novgorod: the city with the best commute

Divided by the river Volga, the western Russian city is home to a secret museum of wooden architecture, an ‘exotic’ commuter cable car, lilac-scented wind and flight of stairs so long it’s almost impossible to count

In five words

Riverside tea and screeching seagulls

Sound of the city

Rattling: Nizhny Novgorod is filled with the rattling sound of passing trams. It’s the city where Russia’s first ever tram line was launched.

Smell of the city

Nizhny smells of rivers. That might sound strange, but two big rivers – the Volga and the Oka – become one here. And if you stand at Strelka – the name of the point at which the rivers meet – you’ll get swept up in a humid wind. In spring this wind smells of lilacs, in summer it smells of linden breaking through the scent of smoke and industrial gas from the factories.

Best building

The Kremlin complex has become the symbol of the city – it’s an example of Russian defensive architecture, built in the 16th century to protect residents, and thanks to it the city has been saved from numerous invasions. Now it is home to administrative buildings, a working temple and museums – it’s like a city within a city. Its ancient church is the highest point of Nizhny Novgorod.

The complex has 13 towers and each one has its own name, secret and legend. There are several stories about the Yoke Tower – they say that it was named after a girl with a yoke (a wooden pole to help carry two buckets over your shoulders), which she once used to fend off robbers who were besieging the city.

Worst building

Ironically, the ugliest building is also in the Kremlin complex. The main administrative building is a hideous construction of glass and concrete – it’s like a thorn in the heart of the historical centre. Citizens named it the Babylon tower of Nizhny because of the extremely long time it took to construct. It took more than 10 years to build – ample time for it to cause controversy .

What does your city do better than anywhere else?

The commute: at least for some city residents, the journey to the office can be a case of jumping onto a cable car. A couple of years ago, Nizhny Novgorod got one going over the Volga river. An exotic form of transportation in Russian cities, it also solves a lot of problems with traffic jams – it has become as commonplace as buses for residents.

Best Instagram

This article includes content provided by Instagram. We ask for your permission before anything is loaded, as they may be using cookies and other technologies. To view this content, click 'Allow and continue' .

This account is for people who love the unique architecture of the city, and the community posts their own photos of high-tech buildings alongside wooden art nouveau. It’s a view of the city from the inside.

Biggest controversy

One of the hottest subjects being discussed across Nizhny right now is the way in which the old city is vanishing. Nizhny was originally a merchants’ city, full of marvellous small wooden estates belonging to the wealthy 19th-century merchants. But wooden building are very difficult to maintain and so, instead of restoring them, the city authorities turn to demolition. Some people support the modernisation, but others feel we are losing the history of our city every day.

Street style

Street style in Nizhny is definitely not something to write home about. Although there are plenty of cool and interesting local brands all over Russia, there are hardly any shops where you can buy non-mass market clothes in this city. Local fashionistas hunt for stylish outfits in Moscow, St Petersburg and Europe .

Most people here try not to stand out from the crowd: as it’s cold most of the year, they just wear dark coats. There are a few city personalities who try to bring colour to all the gloom, though. Natalia Uryadnikova is one of them – she posts stylish looks on a regular basis on her Instagram, as well as shots from backstage at fashion shows. She is the only fashion Instablogger in the city.

Moment in history

The all-Russia Exhibition, which was held in Nizhny in 1896, changed the face of the city. For Nizhny, it was akin to the first World Fair in Paris . It is thanks to this fair that many of the city’s most beautiful buildings and bridges were built. It also coincided with the opening of the first theatre and first tram.

Most under-rated location

Nizhny is home to a unique museum of wooden architecture that very few people know about. It’s an open air museum and features numerous ancient wooden churches, houses and wells. You can enjoy the reconstructed interiors and imagine what it might have been like to live as Russian peasants back in the 18th and 19th centuries – you can use the spinning wheels, or get water with a bucket from a well. Another interesting part is the wooden church cupolas, built without a single nail.

The museum is located on the outskirts of the city and there is almost no advertising for it online. You can only get there with the help of locals, but once you get there you won’t regret it.

Top insider’s tip

If you happen to be in Nizhny, you have to walk up the Chkalov stairs , which run from the Minina Square to the lower Volga embankment. Built during the Soviet era they are the longest flight of stairs on the banks of the Volga.

And, while feasting your eyes on the river views, try and count how many steps there are – it’s something of a city joke to try and count all one-and-a-half odd thousand of them!

How green is your city?

Like in many Russian industrial cities, you rarely see separate waste collection or points of recycling. Any eco initiatives tend to be the work of small hipster groups, or even smaller groups of green activists. Car use is also high – the city is divided by the river into two parts and as the bridges between the two are constantly being repaired, there are long traffic jams for people looking to get from one part of town to another.

Best local artist

Natalia Khilova was born in Nizhny and is now well-known across Russia and Europe. She is one of the artists who belongs to TM-Studia , founded in Nizhny Novgorod several years ago. With more than 20 artists from different cities now part of the studio, they organise projects that merge fine art with dance, cinema and theatre. Once a year they organise an international art camp deep in the forest near the city.

Five to follow

Beautiful NN

Culture in the city

Alyona Ageeva is an actor, theatre director and poet based in Nizhny Novgorod. She also organises creative festivals and concerts in the city and writes about culture.

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