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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.
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• Tripadvisor
• The Vacationer
• GlobeNewswire
• Travel Weekly
• Booking.com
• Marketsampler
• Hospitalitynet
• Think With Google
• Travelagentcentral

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Anastasia belyh.

Anastasia has been a professional blogger and researcher since 2014. She loves to perform in-depth software reviews to help software buyers make informed decisions when choosing project management software, CRM tools, website builders, and everything around growing a startup business.

Anastasia worked in management consulting and tech startups, so she has lots of experience in helping professionals choosing the right business software.

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Online travel market - statistics & facts

How big is the online travel market, what are the leading online travel agencies (otas), what travel products do consumers book online, key insights.

Detailed statistics

Online travel market size worldwide 2017-2028

Distribution of sales channels in the travel and tourism market worldwide 2018-2028

Most popular travel and tourism websites worldwide 2024

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Online Travel Market

Market cap of leading online travel companies worldwide 2023

Related topics

Online travel trends.

• Artificial intelligence (AI) use in travel and tourism
• Mobile travel trends
• Digitalization of the travel industry
• Impact of technology on travel and tourism

Online travel companies

• Booking Holdings Inc.
• Expedia Group, Inc.

Trip.com Group

Tripadvisor, travel and tourism worldwide.

• Tourism worldwide
• Travel agency industry
• Hotel industry worldwide
• Cruise industry worldwide

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Online bookings

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Market leaders

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Booking Holdings

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Expedia Group

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• Premium Statistic Net profit of Trip.com 2012-2022

Total revenue of Trip.com Group 2012-2022

Total revenue of Trip.com Group Ltd. in China from 2012 to 2022 (in billion yuan)

Revenue of Trip.com 2012-2022, by product

Revenue of Trip.com Group Ltd. from 2012 to 2022, by product (in million yuan)

Revenue of Trip.com 2017-2022, by region

Revenue of Trip.com Group Ltd. from 2017 to 2022, by region (in million yuan)

Net profit of Trip.com 2012-2022

Net profit of Trip.com Group Ltd. from 2012 to 2022 (in million yuan)

• Premium Statistic Revenue of Tripadvisor worldwide 2008-2023
• Premium Statistic Revenue of Tripadvisor worldwide 2017-2023, by business segment
• Premium Statistic Revenue of Tripadvisor worldwide 2012-2023, by region
• Premium Statistic Operating income of Tripadvisor worldwide 2008-2023
• Premium Statistic Net income of Tripadvisor worldwide 2008-2023

Revenue of Tripadvisor worldwide 2008-2023

Revenue of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

Revenue of Tripadvisor worldwide 2017-2023, by business segment

Revenue of Tripadvisor, Inc. worldwide from 2017 to 2023, by business segment (in million U.S. dollars)

Revenue of Tripadvisor worldwide 2012-2023, by region

Revenue of Tripadvisor, Inc. worldwide from 2012 to 2023, by region (in million U.S. dollars)

Operating income of Tripadvisor worldwide 2008-2023

Operating income of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

Net income of Tripadvisor worldwide 2008-2023

Net income of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

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60+ online travel booking statistics & trends

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

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

How people book—researching and buying behaviors

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

Online booking statistics indicate a renewed outlook of travelers worldwide

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

Biggest blockers and frustrations in online travel booking

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

Travel booking is going mobile

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

How is online business travel booking evolving

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

Role of online travel agents in a post-pandemic world

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

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Travelers take a stand for sustainability.

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

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Online Travel Market

Online travel market report by service type (transportation, travel accommodation, vacation packages), platform (mobile, desktop), mode of booking (online travel agencies (otas), direct travel suppliers), age group (22-31 years, 32-43 years, 44-56 years, above 56 years), and region 2024-2032.

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• Methodology
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Market Overview:

The global online travel market size reached US$ 512.5 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 1,267.1 Billion by 2032, exhibiting a growth rate (CAGR) of 10.4% during 2024-2032.  The e scalating penetration of smart devices, easy access to high-speed internet connectivity, the rising popularity of solo travel, and an increasing number of business travelers are some of the major factors propelling the market.

Online travel refers to the process of planning, booking, and managing travel arrangements using online platforms and websites. It encompasses various aspects of travel, including researching destinations, comparing prices, booking flights, accommodations, car rentals, and other travel-related services through online travel agencies (OTAs) and travel booking websites. It has revolutionized the way people plan and book their trips. It provides travelers with convenient access to a wide range of travel options, allowing them to search and compare different airlines, hotels, and other service providers. These platforms offer user-friendly interfaces, advanced search filters, and real-time availability, making it easier for travelers to find the best deals and make informed decisions.

The widespread availability and adoption of internet and mobile technology will stimulate the growth of the market during the forecast period. Moreover, the convenience of accessing a vast array of travel information, comparing prices, and making bookings online is positively influencing the market growth. Apart from this, the ongoing innovation and the development of user-friendly platforms, advanced search functionalities, and personalized recommendations has catalyzed the market growth. OTAs and travel booking websites have invested in providing seamless and efficient booking experiences, making it easier for travelers to find the best deals and make informed decisions. Furthermore, travelers are appreciating the ability to book their flights, accommodations, and other travel services from the comfort of their homes, and online platforms often offer exclusive deals and discounts, enabling travelers to find affordable options. In line with this, the rising demand for convenience and cost savings has augmented the market growth.

Online Travel Market Trends/Drivers:

Increase in Internet and Mobile Penetration

The increasing penetration of the internet and mobile technology has been a significant driver of the market. With more people gaining access to the internet and owning smartphones, the ability to plan and book travel online has become increasingly accessible. Travelers can easily research destinations, compare prices, and make bookings through online platforms, making the process more convenient and efficient. The widespread availability of mobile apps further enhances the accessibility of online travel, allowing travelers to plan and book their trips on the go. Additionally, the integration of online payment systems and secure transaction processes has further facilitated the growth of online travel by providing a seamless and secure booking experience.

Convenience and accessibility

The convenience and accessibility offered by online platforms have transformed the way people plan and book their trips. These platforms provide a one-stop solution, allowing travelers to access a vast array of travel information, options, and services in one place. The ability to browse through numerous airlines, hotels, and travel agencies in a user-friendly interface saves time and effort. Travelers can compare prices, read reviews, and make bookings from the comfort of their homes or while on the go. The 24/7 availability of online platforms means that travelers are no longer restricted by the operating hours of traditional travel agencies. This convenience and accessibility have democratized the travel planning process, empowering travelers to take more control over their itinerary and make informed decisions.

Competitive Pricing and Deals

The competitive nature of the market has resulted in competitive pricing and the availability of attractive deals and discounts. OTAs and booking websites strive to attract customers by offering exclusive promotions, discounted packages, and last-minute deals. The ability to compare prices across multiple platforms allows travelers to find the best available options and secure the most cost-effective deals. The transparency in pricing and the ability to see real-time availability and fluctuations in prices enable travelers to make informed decisions and capitalize on favorable pricing opportunities. The availability of such competitive pricing and deals has made online travel an appealing option for travelers seeking value for their money and cost savings. Moreover, loyalty programs and reward systems offered by these platforms further incentivize travelers to book through their platforms, enhancing customer loyalty and engagement.

Note: Information in the above chart consists of dummy data and is only shown here for representation purpose. Kindly contact us for the actual market size and trends.

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Online Travel Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global online travel market report, along with forecasts at the global, regional and country levels from 2024-2032. Our report has categorized the market based on service type, platform, mode of booking and age group.

Breakup by Service Type:

• Transportation
• Travel Accommodation
• Vacation Packages

Travel accommodation dominates the market

The report has provided a detailed breakup and analysis of the market based on the service type. This includes transportation, travel accommodation and vacation packages. According to the report, travel accommodation represented the largest segment.

The dominance of travel accommodation as the primary service type in the market is driven by several key factors. The widespread presence of online travel platforms has made it easy for travelers to access a range of accommodation options, positively influencing the market growth. These platforms offer a comprehensive inventory of hotels, resorts, vacation rentals, and other types of accommodations, providing travelers with extensive choices and convenience.

Apart from this, the ability to compare prices, read reviews, and view photos of accommodations that empowers travelers to make informed decisions is contributing to the market growth. The user-friendly interfaces of these platforms streamline the booking process, allowing travelers to secure their preferred accommodations quickly and easily. Furthermore, the availability of customer reviews and ratings plays a significant role in driving the dominance of travel accommodation in the market.

Breakup by Platform:

Desktop holds the largest share in the market

A detailed breakup and analysis of the market based on the platform has also been provided in the report. This includes mobile and desktop. According to the report, desktop accounted for the largest market share.

The desktop platform typically involves accessing travel websites through web browsers installed on desktop computers, which offer larger screens, full-sized keyboards, and a mouse or trackpad for navigation. Desktop platforms provide travelers with a robust and comprehensive online experience for researching, planning, and booking their travel arrangements. Desktop computers offer a larger screen size and a more comfortable browsing experience, allowing travelers to easily navigate travel websites, compare options, and view detailed information. Moreover, desktop platforms provide greater processing power and stability, enabling faster loading times and smoother functionality for complex booking processes, thereby accelerating the product adoption rate. Furthermore, desktop platforms are preferred for extensive research and planning, as they provide more screen space and functionality for travelers to explore destinations, read reviews, and make informed decisions. Desktop offers various advantages in terms of screen size, processing power, and research capabilities.

Breakup by Mode of Booking:

• Online Travel Agencies (OTAs)
• Direct Travel Suppliers

Direct travel suppliers is the most popular mode of booking

A detailed breakup and analysis of the market based on the mode of booking has also been provided in the report. This includes online travel agencies (OTAs) and direct travel suppliers. According to the report, direct travel suppliers accounted for the largest market share.

Direct booking allows travelers to have a direct relationship with the travel supplier, whether it's an airline, hotel, or car rental company. This direct interaction gives travelers more control and the ability to personalize their travel experience, including selecting specific preferences, customizing packages, and accessing loyalty programs or exclusive offers. Moreover, the surging adoption of direct booking as it provides better pricing and deals compared to third-party OTAs is propelling the segment growth. Additionally, the rising use of direct booking as it allows better communication and customer service as travelers can directly contact the travel supplier for any queries, changes, or requests, eliminating the need to navigate through third-party customer service channels, thereby contributing to the segment growth. Furthermore, the rise of online platforms and technology that makes it easier and more convenient for travelers to directly book with travel suppliers is another major growth-inducing factor.

Breakup by Age Group:

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

32-43 years dominates the market

A detailed breakup and analysis of the market based on the age group has also been provided in the report. This includes 22-31, 32-43, 44-56, and above 56 years. According to the report, 32-43 years accounted for the largest market share.

The dominance of the 32-43 years age group in the market is driven by several key factors. This age group represents individuals in their prime working and earning years, typically with more disposable income to spend on travel. They are often at a stage in their lives where they have fewer family responsibilities and greater flexibility to plan and embark on trips. Moreover, the 32-43 years age group is tech-savvy and comfortable with using digital platforms for various activities, including travel planning, and booking, thereby accelerating the product adoption rate. They have grown up alongside the rapid advancement of technology and are accustomed to online transactions and digital communication. Apart from this, Online travel platforms offer a convenient and time-saving solution, allowing them to plan their trips at their own pace and from the comfort of their homes or offices. In addition, the rising preference of this age group for convenience and efficiency in their travel arrangements is contributing to the segment growth.

Breakup by Region:

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United States

• South Korea

United Kingdom

• Middle East and Africa

North America exhibits a clear dominance in the market

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America was the largest market.

The dominance of North America as the leading region in the market is driven by several key factors. North America has a highly developed and digitally advanced economy, with a large population of tech-savvy consumers. The region has widespread internet access and a high level of smartphone penetration, making it conducive for online travel activities. Moreover, familiarity and adoption of online platforms for various transactions, including travel bookings, is contributing to the dominance of North America in the market.

Apart from this, North America is home to some of the largest OTAs and travel booking platforms. In addition, these companies offering a wide range of travel services, competitive pricing, and user-friendly interfaces have catalyzed the market growth. The availability of comprehensive travel options, including flights, accommodations, car rentals, and activities, has made North American travelers rely heavily on online platforms for their travel planning and booking needs.

Competitive Landscape:

The market is experiencing a lower-than-anticipated demand compared to pre-pandemic levels however, this is likely to witness a paradigm shift over the next decade with the rise of OTAs, which provide comprehensive platforms for travelers to explore and compare various travel options. Furthermore, online platforms for travel have embraced augmented reality (AR) and virtual reality (VR) to enhance the travel planning experience. With AR, travelers can use their smartphones or wearable devices to virtually explore destinations, visualize hotel rooms or attractions, and even preview menus at restaurants. Additionally, mobile payment options and digital wallets have become widely accepted, allowing travelers to make quick and hassle-free transactions while on the go. We expect the market to witness new entrants, consolidation of portfolios, and increased strategic collaborations among key players to drive healthy competition within the domain.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

• 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.

Recent Developments:

• In April 2023, Expedia launched New Feature Powered by ChatGPT to help plan travel. This innovative integration aims to enhance the travel planning experience for Expedia users by providing them with a personalized and conversational approach to trip planning. With this new feature, users can engage in natural language conversations with the ChatGPT system, similar to chatting with a virtual assistant.
• In May 2023, HRS won three sustainability awards at BTN Americas Event by Business Travel News magazine. These accolades acknowledge HRS's comprehensive sustainability program, their role as a green supplier, and their innovative approaches to promoting sustainable travel choices. With these awards, HRS continues to inspire and lead the way in sustainable practices, encouraging positive change across the industry.
• In August 2020, MakeMyTrip launched myPartner platform to assist travel agents in offering enhanced travel booking experiences to travelers. The platform, myPartner, has been designed to provide local travel agents access to one of the widest selections of online travel inventory. While digitizing the day-to-day booking processes of all offline travel agents alike, myPartner has been conceptualized and built to immensely benefit the local travel market beyond metro cities.

Online Travel Market Report Scope:

Key benefits for stakeholders:.

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the online travel market from 2018-2032.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global online travel market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the online travel industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.

Key Questions Answered in This Report

The global online travel market was valued at US$ 512.5 Billion in 2023.

We expect the global online travel market to exhibit a CAGR of 10.4% during 2024-2032.

The expanding travel and tourism industry, along with the rising utilization of online travel agencies across numerous hotels to ensure more visibility and increase their overall sales and profitability, is currently catalyzing the global online travel market.

The sudden outbreak of the COVID-19 pandemic had led to the implementation of stringent lockdown regulations across several nations resulting in temporary restrictions on national and international travel activities, thereby limiting the overall demand for online travel.

Based on the service type, the global online travel market has been segmented into transportation, travel accommodation, and vacation packages. Among these, travel accommodation holds the majority of the total market share.

Based on the platform, the global online travel market can be divided into mobile and desktop, where desktop currently exhibits a clear dominance in the market.

Based on the mode of booking, the global online travel market has been categorized into Online Travel Agencies (OTAs) and direct travel suppliers. Currently, direct travel suppliers account for the majority of the global market share.

Based on the age group, the global online travel market can be segregated into 22-31 years, 32-43 years, 44-56 years, and above 56 years. Among these, 32-43 years age group currently holds the largest market share.

On a regional level, the market has been classified into North America, Asia-Pacific, Europe, Latin America, and Middle East and Africa, where North America currently dominates the global market.

Some of the major players in the global online travel market include Expedia Group Inc., Fareportal Inc., Hostelworld Group plc, HRS, Hurb, MakeMyTrip Pvt. Ltd., priceline.com LLC (Booking Holdings Inc.), Thomas Cook India Ltd. (Fairfax Financial Holdings Limited), Tripadvisor Inc., and Yatra.com.

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A year in review: Top trends influencing the OTA industry

To ensure you’re able to strategize and build the best distribution mix for your property, it’s a good idea to keep up to date with the latest news and opportunities. Here, we share some of the major OTA trends from 2023 that we expect to impact the distribution landscape into 2024. 

1. OTAs are back and stronger than ever 

After a brief lull during the pandemic, OTAs are once again reporting strong growth and a remarkable pace of recovery. In 2022, OTA business represented almost one quarter or 22% of the total U.S. travel market . 

OTA market share is dominated by two behemoths, Expedia Group and Booking Holdings, which collectively generated over $250 billion USD in travel bookings in the twelve months leading into Q1 2023. 

For Booking Holdings, which owns and operates Priceline.com, KAYAK, and Agoda, as well as Booking.com and other travel sites, 2022 was its biggest year ever . The company generated almost 900 million room nights globally, a 6% increase over 2019. In 2023, the company generated $39.7 billion USD in gross bookings in the second quarter alone, the highest quarterly figure in the company’s history.  

As for Expedia Group, which owns and operates Hotels.com, Vrbo, Travelocity, Hotwire.com, and Orbitz, among other travel sites, the numbers are lower but still formidable. In Q2 2023, the value of the company’s gross bookings was $19.2 billion USD, a record level for any second quarter in the company’s history. 

Regional OTAs have been performing well, too. In Latin America, for example, Despegar reported $1.3 billion USD in gross bookings in the second quarter of 2023, a 16% increase over the same quarter the previous year. As for Trip.com, a leading OTA for Chinese travelers, our data shows a huge jump in revenue generated in 2023 across several countries, indicating the return of this segment to international travel. 

“Many booking sites have fully recovered, or even grown, from pre-Covid levels,” Skift reported in July 2023. “Airbnb leads the online travel agency recovery, powered by the surge in demand for short-term rentals during the pandemic.” Skift also noted that, now that pandemic concerns have subsided, U.S. travelers have shifted away from direct hotel booking channels and returned to third-party booking sites. 

2. Mobile bookings are a top priority for OTAs

To encourage travelers to book more hotel rooms from mobile devices, OTAs have been channeling their resources into promoting their mobile apps. The strategy seems to be working. Data from Booking.com shows that almost half of room nights (48 percent) were booked on its mobile app in the second quarter of this year, an all-time high. 

Last year, Booking.com was the most downloaded OTA app in the world , with 80 million downloads. In second place was Airbnb, with 52 million downloads, followed by Expedia, with 27 million downloads. Also ranked within the top ten were Agoda, Vrbo, Skyscanner, Hotels.com, Trip.com, and Trivago.

Meanwhile, relative newcomer Hopper is taking the travel world by storm. Ranked in the sixth position on apptopia’s list, with 19.8 million downloads, the app-only OTA is especially popular among Gen Z travelers. And the big OTAs are taking notice. Earlier this year, Expedia ended its supply relationship with Hopper, and in October, Hopper ended its hotel partnership with Booking Holdings, perhaps as a preemptive move. 

3. Leisure travel is softening, but other segments are poised for growth

There are signs that leisure travel is slowing down, and the pent-up demand that has fueled travel since the pandemic may have run its course. Fortunately, group and corporate travel are primed to pick up the slack. 

“With less chance to bump into coworkers in the office, companies are focused on retaining their culture with more team trips and conferences,” says Booking.com . 

Lodging operators who wish to take advantage of the upswing in corporate travel need to be active on the channels where business travelers go to book rooms. And that includes the GDS and OTAs. 

“[Hotels] need to widen OTA distribution into a question of third-party distribution,” said Matt Varabkanich, Sr. Research Analyst at Cleveland Research, during Cloudbeds’ 2023 Passport User Conference in October . “I would break it down into four buckets: global OTAs like Booking.com, Expedia, Hotels.com, and Airbnb; regional direct-to-consumer OTAs like Agoda, Traveloka, Makemytrip, and Vrbo; wholesale B2B distribution; and closed user groups. 

“Closed user groups is where we’re seeing the most emergence of new channels. In North America, that takes shape through the form of banks, credit card companies, retailers, or phone service providers creating travel portals that their customers can exclusively book through, a lot of times supplied by the OTAs, but we’re seeing an emergence of that taking place more here in North America and Asia Pacific. My guess is that would be more skewed towards super apps.”

Other expected growth drivers include international travel and events. In a survey of travel managers in the U.S. and Europe from Deloitte, more than half of respondents said they expect industry events to spur travel growth this year. The popularity of remote and hybrid work may act as an impetus, with meetings, conferences, and events providing an opportunity for coworkers, clients, and prospects to connect in person, Deloitte speculates.

4. OTAs and fintech companies unite forces

Across the travel industry, there has been a steady rise in investment in fintech products and services to boost revenue and enhance the traveler experience. Fintech, which stands for financial technology, refers to the new wave of finance services companies that employ innovative technology to compete with traditional financial methods and institutions. 

Booking.com, which has traditionally operated on an agency model, has recently been shifting toward the merchant model , taking payments for hotel rooms from guests rather than requiring guests to pay the hotel directly. 

Agoda has partnered with Sunrate, a global payment platform based in Singapore, and Airwallex, a fintech company that reduces fees charged for processing overseas transactions. 

And the buy now, pay later (BNPL) craze has also taken root in OTAs. Airbnb has partnered with Klarna to allow customers to pay for bookings in four payments over a six-week period. Expedia has partnered with Affirm to allow guests to pay for flights and hotels in installments over three, six, or twelve months. 

At the same time, financial institutions are partnering with OTAs to sell travel. For example, Nubank formed a partnership with Hopper to provide a comprehensive travel portal for its customers, and Citi launched Citi Travel in collaboration with Booking.com and Rocket Travel to allow Citi ThankYou card members to access inventory on the bank’s website and app.

5. OTAs embrace a future of AI-powered travel planning

Another big shift in 2023 was the widespread adoption of ChatGPT, the generative chatbot built by OpenAI. More than one million users signed up to the service within just five days following the launch, and that number has since grown to over 100 million users. 

OTAs have been quick to jump on the bandwagon. Trip.com was the first OTA to partner with ChatGPT, introducing TripGen in March, a ChatGPT-powered chatbot. Soon after, Expedia Group announced an Expedia plug-in for ChatGPT. The following month, Expedia released a ChatGPT-powered AI chatbot on its mobile app, allowing users to ask the chatbot for help and get trip ideas while planning travel. 

Since then, KAYAK has also formed an integration with ChatGPT. And in June, Booking.com added conversational chat capabilities to its mobile app.

While the adoption of AI by OTAs has come rapidly, the usefulness of these tools has yet to be proven. Rathi Murthy, Chief Technology Officer for Expedia Group, said in March 2023 , “honestly, the travel industry as a whole has a lot of legacy technology, and it’s not super easy to move in and adopt some of this. But I do see players like us — players that have core technology in the background, large OTAs — start jumping in to experiment and try things out.”

Moving into 2024, OTAs will further develop these technologies to deliver more personalized experiences that will significantly impact how travelers research and book accommodations. 

6. Loyalty and retention are also top priorities for OTAs

If there’s a downturn in the economy and inflation remains high, travelers are expected to take fewer trips and will be more price-sensitive when choosing destinations and hotels. This will make it more challenging for hotels to attract repeat guests and build guest loyalty . 

To combat this challenge, OTAs have made significant efforts to secure traveler loyalty. Booking.com’s Genius loyalty program is wildly popular, with first-tier members receiving a 10% discount on accommodation at participating hotels – and even bigger discounts for higher tiers. Those discounts come at the expense of hotels in the form of lower rates and higher commissions.  

Earlier this year, Expedia Group launched the One Key loyalty program, which consolidates its previous programs, allowing members to earn points and use rewards on Expedia, Hotels.com, and Vrbo. Already, the program has an estimated 168 million members worldwide. While Expedia claims the program will help hoteliers accelerate demand and attract high-value travelers across its brands, hotels can expect to carry some of the costs of the perks. 

“Uber has expanded into rides and food delivery and travel services in the UK, and I imagine those super apps are looking into more ways to sell travel services,” said Varabkanich during Passport. “On the global OTA side, the biggest two have taken different avenues, with Booking Holdings on the consolidation side, having acquired wholesaler Getaroom and is currently battling the European Commission to buy the number two flight OTA in Europe. 

“Whereas Expedia has put its eggs in the baskets of Hotels.com, Expedia.com, and Vrbo and is pushing to drive more customer loyalty to the group of those brands. So, there’s different forms taking place of emergences vs. consolidation, something I think would be interesting to keep an eye on in terms of the emergence of new channels.”

7. OTAs are finding new ways to entice travelers 

OTAs are also making it easier for travelers to discover new destinations and properties that might not otherwise be on the radar. In 2022, Airbnb introduced Categories, a new way for guests to discover unique places to stay. The site now lists over 60 categories based on the accommodation style, location, and proximity to activities, including tiny homes, luxe locations, and beachfront spots. 

On Vrbo, visitors can visit the “Get inspired” section and browse categories such as family trips, the beach, pet-friendly accommodations, and places with swimming pools. Booking.com has a “pick a vibe” section with options like relax, outdoors, romance, city, beach, food, and skiing. 

In May 2023, Airbnb also introduced Rooms, a product that takes the company back to its roots as a platform for finding shared accommodation. With Rooms, travelers can browse ‘Host Passports,’ an expanded profile with photos and fun facts to choose the host they’ll connect with best. 

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Related Travel Research

U.s. online travel agency market report 2021-2025.

Free for Open Access Subscribers

U.S. online travel agencies (OTAs) recovered handily in 2021, buoyed by resilient domestic travel. Following the 2020 crash, U.S. OTA bookings nearly doubled despite the ups and downs of another pandemic year, reaching 82% of 2019 gross bookings levels. By the end of 2022, the segment is expected to recover to its pre-pandemic, all-time high – largely driven by pent-up demand and OTAs’ technological advances.

Phocuswright’s U.S. Online Travel Agency Market Report 2021-2025 provides a comprehensive view of the U.S. OTA landscape, including detailed market sizing and projections, distribution trends, key developments and more. Also available in the U.S. Travel Market Report 2021-2025 series (available now or coming soon):

• U.S. Travel Market Report 2021-2025
• U.S. Hotel & Lodging Market Report 2021-2025
• U.S. Airline Market Report 2021-2025
• U.S. Car Rental Market Report 2021-2025
• U.S. Cruise Market Report 2021-2025
• U.S. Packaged Travel Market Report 2021-2025
• U.S. Travel Market Data Sheet 2021-2025

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Online Travel Agencies Market

Exploring the Online Travel Agencies Market: A Comprehensive Examination by Transportation, Vacation Packages, Accommodation

Transforming the Travel Landscape- Exploring the Expanding Online Travel Agencies Market and the Influence of Artificial Intelligence on Personalized Travel Experiences. Find more with FMI

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Online Travel Agencies Market Outlook (2023 to 2033)

As per newly released data by Future Market Insights (FMI), the online travel agencies market is estimated at US$ 465.1 million in 2023 and is projected to reach US$ 1,694.2 million by 2033, at a CAGR of 13.8% from 2023 to 2033.

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Revenue of Online Travel Agencies from 2018 to 2022 Compared to Demand Outlook for 2023 to 2033

As per the FMI analysis, the market for online travel agencies secured a 6.70% CAGR from 2018 to 2022, touching US$ 355.4 million in 2022.

The technological development in the tourism industry has digitalized the entire process of travel bookings. Nowadays traveler makes more use of online services for travel booking as they feel it is a convenient and hassle-free process.

The online process has led to the growth of the tourism and hospitality industry. Therefore, online travel agencies play a significant role in the tourism industry.

Online travel agencies comprise various travel bookings, hotel bookings, transportation service bookings, and many more.

Online travel agencies serve the purpose of selling travel services on online platforms. In the last few years, there is a significant rise in the growth of online travel agencies. The growth has helped to revolutionize the tourism industry.

The above-mentioned factors augur well for the online travel agencies market future trends, where it is predicted that the market likely reaches US$ 1,694.2 million by 2033 at 13.8% CAGR through 2033.

What are the Features and Convenience of Use that Drive the Demand for the Online Travel Agencies?

• Online travel agencies offer a range of services either directly from their own companies or act as intermediaries between travel and booking agencies and end users.
• The main purpose of online travel agencies is to provide booking services online, covering everything from selecting a service to the point of sale on the Internet.
• Online portals offered by these agencies provide various services including price comparison, cost estimation, accommodation options, destination information, transportation modes, and even tour packages.
• The convenience, speed, and ease of booking provided by online travel services attract travelers, offering a convenient and efficient way to plan their trips.
• By utilizing online travel services, travelers can save both time and money, making it an appealing option for those seeking efficient and cost-effective travel arrangements.

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What is Fostering the Expansion of the Market Size: The Rise in Disposable Income and New Development Initiatives?

• Increasing disposable income among individuals has played a significant role in driving the demand for online travel agencies, as people now have more financial resources to explore and travel to various destinations worldwide.
• Online travel agencies have successfully established a global reach, expanding their services and operations across different regions and countries, catering to the diverse travel needs and preferences of customers.
• To meet the evolving demands of the market, online travel agencies continuously adopt new strategies and upgrade their technologies, ensuring enhanced service offerings and improved customer experiences.
• The inclusion of travel insurance and baggage insurance by online travel agencies provides an added layer of security and peace of mind for travelers, contributing to the overall convenience and reliability of their services.
• Transparency throughout the booking process is a key focus for online travel agencies, ensuring customers have access to comprehensive information and pricing details, fostering trust and confidence in their decision-making.
• The initiatives taken by online travel agencies, such as integrating advanced technologies and providing comprehensive travel solutions, have successfully attracted the new generation of tech-savvy travelers, generating a strong demand in the market.
• Despite the challenges faced during the pandemic, the online travel agencies market remains resilient and continues to evolve, adapting to changing customer expectations and emerging market trends.

What Impact Does the Increasing Number of Solo Travelers Have on the Growth of the Online Travel Agencies Industry?

• There has been a significant increase in the number of solo travelers in recent years, driven by specific reasons such as leisure, recreation, and engaging in activities like water sports, hiking, riding, skiing, and more.
• The influence of social media has played a major role in attracting a wide audience to explore different regions, leading to a rise in online travel agencies' booking transactions.
• Online travel agencies offer comprehensive tour plans, including vacation packages, and assist solo travelers in making travel, food, and accommodation arrangements through convenient platforms such as phones or other devices.
• This convenience and affordability make online travel agencies a preferred choice for solo travelers, who may lack extensive knowledge or prefer cost-effective options.
• In recent years, online travel agencies have surpassed offline tour operators and travel agents in terms of popularity and usage among solo travelers.

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Country-wise Insights

What is the growth outlook for the europe online travel agencies industry.

The growth outlook for the Europe online travel agencies industry is positive, with a value share of 22.30% in 2022. The industry is expected to continue growing steadily, supported by various factors such as increasing online travel bookings, technological advancements, and evolving customer preferences.

The CAGR of the United Kingdom at 5.00% from 2023 to 2033 indicates a promising growth trajectory for the market. The rising adoption of online platforms for travel planning and booking, along with the convenience and extensive range of services offered by online travel agencies, are driving the industry's growth.

The industry is likely to witness further advancements in mobile applications, personalized travel experiences, and innovative marketing strategies, contributing to the expansion of the Europe online travel agencies market in the coming years.

How Online Travel Agencies Market is Progressing in India?

In India online leading companies like Yatra.com, Kesari Tours, Veena World, Make My Trip, others are dominating the tourism industry in India, contributing to the country’s anticipated CAGR of 6.0% from 2023 to 2033.

India attracts many foreigners to discover and explore its culture and diversity. Foreigners find Indian travel agencies more affordable than booking tours from abroad. Hence, they use Indian online travel agencies’ websites for booking accommodation and transportation.

Meanwhile, India being one of the leading countries in the count of internet users, it can be concluded that the vast majority of the population is tech-savvy. Thus, online travel agencies try various marketing tools to connect with travelers and encourage them to avail of their services.

The attractive advertisements, loyalty programs, and offers from leading online travel agencies have influenced the domestic market. Therefore, the known online agencies have gained the trust of domestic travelers of the country over the years.

What are the Factors Driving the Online Travel Agencies Industry in the United States of America?

As per the FMI analysis, the market for online travel agencies in the United States was predicted to garner a value share of 5.50% in 2022.

United States is one of the major markets of tourism with millions of travelers visiting every year. Domestic travelers in the United States of America use online travel agencies’ websites and applications extensively.

Apart from this, the airline service is availed by United States citizens majorly. Therefore, there is a high demand for travelers using online travel agencies’ websites for airline travel booking.

With the high standard of living and high disposable income due to the high value of currency travelers are ready to spend a high amount of money on traveling and exploring new adventures. Thus, there is a high demand from travelers for luxury tourism, adventure sports, and various type of outdoor activities.

Category-wise Insights

Which service type is more preferred by travelers in online travel agencies market.

According to the analysis, in terms of service type the transportation service is widely preferred by travelers with the sub-segment holding a 22.0% value share in 2022.

Transportation services generate a high demand for their services. Few the transport services such as car rentals or bus travel agencies are in heavy demand as they are the part of daily mode of transport for many travelers.

Apart from this the attractive offers and schemes from the transportation services attract travelers to use these online services more often. Lastly, the transportation services are having a wide coverage of travelers as compared to the tour/vacation packages or accommodations as they generate demand only when there is a need.

How is the Competitive Landscape in the Market for Online Travel Agencies?

Leading players operating globally in the market are focusing on the expansion of their business. Also working on their service and creating advanced technology to attract new customers.

The competitive landscape in the market for online travel agencies is intense and dynamic. Numerous players, ranging from established companies to emerging startups, compete for market share.

Key industry players strive to differentiate themselves by offering unique features, enhanced user experiences, and a wide range of travel services.

They invest in advanced technologies, such as artificial intelligence and machine learning, to provide personalized recommendations and streamline booking processes. Additionally, partnerships with airlines, hotels, and other travel service providers are crucial to expand their offerings and provide competitive pricing.

Continuous innovation, customer-centric strategies, and effective marketing campaigns are vital for online travel agencies to gain a competitive edge in this rapidly evolving market.

Key Players

• Expedia Group Inc.
• Booking Holding Inc.
• Trip Advisor Inc.
• MakeMyTrip Pvt. Limited
• Hostelworld Group PLC (HSW)
• Trivago N.V
• Thomas Cook India Ltd.
• Lastminute.com Group
• Orbitz Worldwide
• Walt Disney World

For instance:

• In the year 2018, Booking.com announced a new product version of the booking.com application and website at Vacation Rental Management Association (VRMA). The new product features allow users to select the product of a partner’s brand beyond booking.com own products. Also, they introduced group connect, guest management, and enhance connectivity features in their new application.
• Recently in 2022, Expedia Group announced an Open World Technology platform. The technology is developed for partner agencies. The platform has a complete e-commerce suit, with various blocks like payments, chatbot, services, and fraud detection, and is perfect for the agency planning to enter the newly in online travel business.

Segmentation Analysis

By service type:.

• Transportation
• Vacation Packages
• Accommodation

By Device Platform:

By payment modes:.

• Debit / Credit Card
• Others (Vouchers, Discount Codes)

By Booking Type:

• Online Travel Agents
• Direct Travel Agents

By Customer Segment:

• Corporate Traveller
• Individual Traveller

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 66-75 Years
• North America
• Latin America

Frequently Asked Questions

How is the historical performance of the market.

During 2018 to 2022, the market grew at a 6.70% CAGR.

Who are the Key Market Players of this market?

Airbnb, Trip Advisor Inc., and Trivago N.V. are key market players.

What factors contribute to the attraction of this market in Europe?

Increasing online travel bookings raises the market.

How Big is this market?

This market is valued at US$ 465.1 million in 2023.

How Big will be this Market by 2033?

This market is estimated to reach US$ 1,694.2 million by 2033.

Table of Content

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Impact of Covid-19

The 2020 coronavirus pandemic has had a significant economic impact on nations all over the world. Global activities came to a standstill as a result of the government's tight quarantine procedures and the closure of all unnecessary firms. One of the virus' most profound effects was on the travel and tourist sectors as most nations went into lockdown and faced harsh travel restrictions that made it difficult for people to move about. As a result, several sectors, including aviation, railroads, hotels, and tourism, experienced significant setbacks. The epidemic had a significant impact on the industry for internet travel agencies as well. The top seven publicly traded online travel businesses would lose at least $11.5 billion in income this year as a result of the virus, according a Skift Research piece.

Travelers in the market for online travel agencies like transportation services more.

The transportation service is the most popular service category among travellers. There is a significant demand for transportation services. Some transportation services, including vehicle rentals and bus travel companies, are in high demand since many people use them on a regular basis. In addition, the tempting deals and incentives from the transportation providers entice customers to utilize these online services more frequently. Last but not least, compared to tour/vacation packages or lodging, transportation services have a larger customer base because demand is only created when there is a need.

The market for online travel agencies will see a significant increase in travellers of the Millennial generation and younger age groups.

The number of visitors between the ages of 15 and 25 and 26 and 35 is anticipated to increase dramatically. Young and middle-aged individuals like exploring new locations, learning about new things, and travelling for enjoyment and leisure. In addition, young adults and members of the millennial generation are digitally savvy. They therefore frequently schedule their transportation and travel using internet platforms. Aside from this, members of the aforementioned age range frequently migrate across regions for job and education. The internet travel firms assist clients in making reservations and taking advantage of services at reasonable prices as they look for cost-effective travel and lodging options.

Demand for all forms of payment is generated in the market for online travel agencies by cashback offers, schemes, and ease of payment.

All payment methods will be equally preferred in terms of payment methods. The ease of use and speed of transactions made possible by online payment methods make them a popular choice. Travelers prefer UPI transactions in particular because they can book their services with just one click. In addition, e-wallets like Upi provide prizes and discounts for regular payments or for reaching a specific threshold, whilst credit and debit cards produce points that may be exchanged for cashback or credit toward other services. As a result, all payment methods are in great demand in the market for online travel firms.

The goal of the online travel agency is to sell travel services on digital channels. Online travel firms have grown significantly during the past several years. The tourist business has undergone a transformation thanks to the rise.

Online travel agencies may offer their own direct services through an online platform or act as a middleman between customers and travel and booking firms. The goal of these online travel firms is to provide booking services online, from the moment of service selection through the point of sale. Travelers may use online services to organize their trips, and online portals offer various services, including pricing comparison, cost prediction, lodging information, destination data, transit options, and even tour packages. In the meanwhile, internet travel agencies work to give their clients a simple, quick, and comfortable option to make reservations.

The evolution of online travel companies has gone through several stages in order to improve operational efficiency. Rising income levels among individuals are one of the primary drivers of the expansion of online travel firms. The increase in disposable cash gives passengers the chance to take international trips. The reach of online travel agents is extensive and widespread. To increase and broaden the range of services they provide to avid travellers, online travel firms implement new methods and improve technologies.

In 2020, the global market for online travel agencies had grown at a compound annual growth rate (CAGR) of -3.5% since 2015. Its worth was close to $460.9 billion. The market for online travel agencies grew at a 15.1% CAGR from $453.9 billion in 2020 to $775.1 billion in 2025. The global COVID-19 pandemic, which caused significant travel restrictions in the majority of nations, is mostly to blame for the decline. As a result, numerous sectors, including aviation, railroads, hotels, and tourism, experienced significant setbacks. In 2032, the market for online travel agencies is anticipated to reach $900.15 billion, growing at a CAGR of 15.8% from 2032.

Solo travellers have grown significantly over the past few years, and for very specific reasons. Travelers go on vacation for pleasure, and amusement, and to engage in outdoor pursuits like skiing, hiking, and other winter sports. Social media is also having a big influence and drawing a lot of people to go to different places. Bookings made through online travel agents have increased along with the increase in persons participating in these activities. Online travel firms offer a comprehensive itinerary as part of vacation packages or assist customers in making travel, dining, and lodging reservations over the phone or with other technology.

In some areas, social and political unrest has an impact on the travel and tourism sector. Even if they may get travel services at low costs, customers choose to stay away from these locations that are prone to conflict. The governments of various countries have also issued warnings for tourists to stay away from places where there are diseases or social/political instability. This restricts the availability of internet travel reservations to certain nations, which has an impact on the market's sales.

Major players profiled in the study include Expedia Group, Ebury Partners UK, Fareportal, Hostelworld Limited, Hurb Co S/A, HRS, MakeMyTrip, Oracle Corporation, Priceline, SABS Travel Technologies, Tavisca Solutions, Thomas Cook India, travelomatix.com, Trip.com Group, Tripadvisor, WEX. among others.

Latest Developments

• Expedia Group just revealed an Open World Technology platform for 2022. Technology is created for partner organisations. The platform is ideal for the agency looking to launch a new online travel business since it includes a comprehensive ecommerce suit, with several blocks including payments, chatbots, services, and fraud detection.

Online Travel Agencies Market Scope

Key Segments in the global Online Travel Market

By Service Type, 2019-2029 (USD Billion)

• Transportation
• Vacation Packages
• Accommodation

By Device Platform, 2019-2029 (USD Billion)

By Payment Modes, 2019-2029 (USD Billion)

• Debit / Credit Card
• Others (Vouchers, Discount Codes)

By Region, 2019-2029 (USD Billion)

North America

• Rest of Europe

Asia Pacific

• Rest of Asia Pacific

South America

• Rest of South America

Middle-East and South Africa

Frequently Asked Questions (FAQ) :

What is the market value of online travel agencies market in 2032, what is the growth rate of online travel agencies market, which are the top companies hold the market share in online travel agencies market.

1.  Introduction        o Introduction       o Market Definition and Scope       o Units, Currency, Conversions, and Years Considered       o Key Stakeholders       o Key Questions Answered 2.  Research Methodology        o Introduction       o Data Capture Sources       o Market Size Estimation       o Market Forecast       o Data Triangulation       o Assumptions and Limitations 3.  Market Outlook        o Introduction       o Market Dynamics            ? Drivers           ? Restraints           ? Opportunities           ? Challenges       o Porter’s Five Forces Analysis       o PEST Analysis 4. By Service Type, 2019-2029 (USD Billion)       • Transportation       • Vacation Packages       • Accommodation 5. By Device Platform, 2019-2029 (USD Billion)       • Mobile       • Desktop 6. By Payment Modes, 2019-2029 (USD Billion)       • UPI       • E-Wallet       • Debit / Credit Card       • Others (Vouchers, Discount Codes) 7. Regional Overview, 2019-2029 (USD Billion)       North America           o U.S           o Canada       Europe           o Germany           o France           o UK           o Rest of Europe       Asia Pacific           o China           o India           o Japan           o Rest of Asia Pacific       South America           o Mexico           o Dental            o Rest of South America       Middle-East and South Africa 8. Competitive Landscape        o Company Ranking       o Market Share Analysis       o Strategic Initiatives            ? Mergers & Acquisitions           ? New Product Launch           ? Others 9.  Company Profiles       • Expedia Group       • Ebury Partners UK       • Fareportal       • Hostelworld Limited       • Hurb Co S/A       • HRS       • MakeMyTrip       • Oracle Corporation       • Priceline       • SABS Travel Technologies       • Tavisca Solutions       • Thomas Cook India       • travelomatix.com       • Trip.com Group       • Tripadvisor       • WEX. 10. Appendix        o Primary Research Approach            ? Primary Interview Participants           ? Primary Interview Summary       o Questionnaire       o Related Reports            ? Published           ? Upcoming  

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• 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

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• November 2023

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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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Online Travel Market Trends and Analysis by Region, Transportation, Accommodation, Travel Intermediation and Segment Forecast to 2030

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Published: May 05, 2023 Report Code: GRCBBR00002TT-BB

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Key Players

Table of contents.

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

• Make informed decisions about investments, partnerships, and product development
• Identify your competitors positioning to stay ahead in the market
• Identify promising areas, growth trends, segments, and markets to expand your product portfolio or successful investment
• Anticipate expected changes in demand and adjust your business development strategies
• Identify potential areas of disruption

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

• The report presents in-depth market sizing and forecast at a segment level for more than 15 countries including historical and forecast analysis for the period 2019-2030 for market assessment
• Detailed segmentation by type – Transportation (Airlines, Car Rental, Others), Travel Accommodation, Travel Intermediation (Online Travel Agencies, Tour Operator Websites, Other Travel Intermediaries)
• Detailed value chain analysis helping businesses identify areas where they can improve their efficiency and effectiveness, reduce costs, and enhance their competitive advantage
• The report offers consumer, industry, and enterprise trends, along with challenging factors impacting the online travel market.
• The growth innovation matrix included in the report, divides the market players in to four categories i.e., flagbearers, contenders, specialists, and experimenters, which will help value chain participants in understanding how competition is performing based on their revenue growth and their R&D efforts
• Competitive profiling and benchmarking of key players in the market to provide deeper understanding of industry competition

We recommend this valuable source of information to anyone involved in:

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

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Online Travel Market Overview

The online travel market will be valued at $2.3 trillion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 10.3% over the forecast period. The proliferation of mobile devices, improved network connectivity, and rising disposable income are some of the prime factors responsible for the growth of this market. Furthermore, the growing interest of individuals in frequent travel coupled with the emergence of vlogging culture is anticipated to contribute to market growth.

The travel and tourism industry experienced a significant drop in revenue during the pandemic outbreak owing to travel restriction imposed by governments worldwide. This impacted the sales across the online as well as offline channels with the market value of online travel intermediaries and in-store travel intermediaries declining by 60.1% and 63.8% YoY respectively. However, the impact of COVID-19 compelled several consumers to use online services, which is anticipated to benefit and accelerate the uptake of online travel in the future.

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

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Online travel booking enables travel and tourism companies to better engage with their customers, which ensures improved customer satisfaction. Furthermore, it helped travel companies and consumers in managing travel bookings while facing uncertainties in terms of travel dates and cancellations during COVID-19 outbreak. This coupled with changing customer demands, compelled travel companies to invest in updating their websites and building travel apps through which travel brands can expand their digital presence and offer various features and discounts, thereby enhancing customer booking experience.

Online travel booking is gaining immense popularity with the younger generation. Millennials and Gen Z are influenced by digitally smart products, owing to which they are expected to look out for advanced booking systems that offer them a personalized experience. As such travel companies are investing in integrating technologies such as artificial intelligence , machine learning , and Big Data to help automate the online travel booking process, which is anticipated to attract young consumers. Travel companies can leverage the traveler analytics generated by Big Data and offer tailored packages, which is expected to help attract more website and app traffic, subsequently contributing to market growth.

Several travel companies are introducing online platforms and applications for travel booking to capitalize on the expansion and automation capabilities it provides to travel companies. However, online platforms are also vulnerable to data breaches, which may pose a challenge to market growth. As reported in 2019 by American Airlines and United Airlines, both companies were compromised with data breachers stealing miles from the 10,000 reward accounts. With a large amount of personal consumer data on the websites, online travel companies are one of the common targets for cyber-attackers. As such, travel companies are investing in integrating advanced cybersecurity solutions in order to mitigate the threat of cyber-attacks and reassure travelers about the safety of their data.

Online Travel Market Segmentation by Type

The online travel type category is broken down into three segments, including transportation, travel accommodation, and travel intermediation. The transportation segment is anticipated to dominate the online travel market in 2023. The increasing amount of online booking for trains, airlines, buses, and cars coupled with rapid urbanization has contributed to the growth of this segment.

Online Travel Market Share by Type, 2023 (%)

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The travel accommodation segment is expected to exhibit the fastest growth of more than 10% during the forecast period. Travel companies provide a variety of accommodations nowadays such as homestays, hotel rooms, villas, and more, which enables a consumer to book their preferred options based on the requirements. Additionally, travel companies offer these accommodations in different packages such as honeymoon suites, with meal options, group stays, and others, in order to attract various consumer groups, which is contributing to market growth.

The transportation segment is expected to be followed by travel intermediation segment with second highest market share in 2023. This segment is bifurcated in to three sub-segments, namely, online travel agencies (OTAs), tour operator websites, and other travel intermediaries. OTAs held the significant market share of the travel intermediation segment in the past few years and is expected to retain its dominance over the forecast period. The high market share is attributed to the broad range of services that these agencies provide access to the customer. Travelers can research and book variety of products and services, including flights, hotels, cars, activities, and cruises, among others with the travel suppliers though OTAs, which has fueled the demand for this segment.

Online Travel Market Analysis by Region

The North America region is expected to hold the highest market share in 2023 and is anticipated to continue its strong growth over the forecast period. US is the leading market in the region owing to the high technology penetration across the country. Additionally, early technology adoption and enhanced network connectivity are the factors responsible for market growth in North America. Europe held the second highest market share in the online travel market owing to government initiatives in promoting travel & tourism and favorable business environment across the European countries.

Asia-Pacific Online Travel Market Share by Country, 2023 (%)

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The Asia Pacific online travel market is expected to register the fastest growth of more than 10% over the forecast period. This growth is attributed to the enhanced network connectivity and rising disposable income across the region. Additionally, the region has significant amount of young tech-savvy population, responsible for the emerging trend of making travel vlogs, which is further anticipated to boost domestic and international travel across the region, thereby fueling market growth.

The South and Central America and the MEA are anticipated to exhibit strong growth over the future owing to government initiatives to promote tourism across the regions. The South and Central American countries offer tourists with natural attractions such as deserts, jungles, and mountains along with different activities in national parks, thereby attracting wildlife enthusiasts, adventure seekers, and hikers.

Furthermore, the countries in this region also offer various culinary experiences from street food to fine dining restaurants. Although, the region has lot to offer to the travel and tourism industry, lack of technological infrastructure may pose a challenge to market growth. Enhancement in technological capabilities such as data centers and telecommunication networks may help travel vendors in expanding online travel booking network across the region, in turn contributing to market growth.

The Middle East has been experiencing a solid growth with the resumption of tourism activities post pandemic. The frequency of online booking has paced up with the emerging trend of escapism travel, which allows people to work from anywhere they want. The last-minute travel bookings are expected to gain momentum with an increased desire to travel among the domestic travelers.

Additionally, with the increasing demand of luxury hotels , total number of 32,621 hotel rooms were under construction in Saudi Arabia in 2022, which bodes well for market growth. This coupled with the robust technological and tourism infrastructure in the region is expected to fuel the market growth.

Online Travel Market – Competitive Landscape

The online travel market is highly competitive market with the presence of several established and small regional players operating in the market. The established companies in the market are focused on merging and acquiring smaller firms in order to expand their business to new regions as well as utilize their technology to enhance online travel booking platforms and enhance user experience.

The market has three types of suppliers, including online travel agencies (OTAs), direct suppliers, and ancillary suppliers. OTAs are currently dominating the market while facing competition from direct suppliers who are indulging in developing their own online travel booking platforms in order to better engage with the customers.

Key players in the online travel market include:

• Booking Holdings Inc
• eDreams ODIGEO SA
• Expedia Group Inc
• Flight Centre Travel Group Ltd
• MakeMyTrip Ltd
• Singapore Airlines Ltd
• The Emirates Group
• Tongcheng Travel Holdings Ltd
• Trainline plc
• com Group Ltd

Other Online Travel Market Vendors Mentioned

TripAdvisor, Uber Technologies Inc, Marriott International, Hilton Worldwide Holdings Inc, Thomas Cook (India) Limited, lastminute.com N.V., Adventure Inc., Tuniu Corporation, Easy Trip Planners Ltd, Yatra Online Inc, and Hostelworld Group PLC, among others.

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Online Travel Market Research Scope

Online travel market segments and scope.

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

Online Travel Type Outlook (Revenue, $ Billion 2019-2030)

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

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

• North America
• Netherlands
• Switzerland
• Rest of Europe
• Asia-Pacific
• South Korea
• Rest of Asia Pacific
• South and Central America
• Rest of South and Central America
• Middle East and Africa
• Saudi Arabia
• South Africa
• Rest of Middle East and Africa
• Chapter 1 Executive Summary
• Chapter 2 Research Scope and Segmentation
• Chapter 3 Market Overview
• 4.1 Industry Value Chain Analysis
• 4.2 Consumer Trends
• 4.3 Online Travel – Market Challenges Analysis
• 4.4 Online Travel – Market Opportunities Analysis
• 4.5 Industrial Trends
• 4.6 Enterprise Trends
• 4.7 Online Travel – Dashboard Analytics
• 5.1 Global Market Revenue Snapshot
• 5.2.1.1 Global Online Travel Market Estimates and Forecasts, by Type, Transportation, 2019-2030 ($ Billion)
• 5.2.1.2.1 Global Online Travel Market Estimates and Forecasts, by Airlines, 2019-2030 ($ Billion)
• 5.2.1.3.1 Global Online Travel Market Estimates and Forecasts, by Car Rental, 2019-2030 ($ Billion)
• 5.2.1.4.1 Global Online Travel Market Estimates and Forecasts, by Others, 2019-2030 ($ Billion)
• 5.2.2.1 Global Online Travel Market Estimates and Forecasts, by Type, Travel Accommodation, 2019-2030 ($ Billion)
• 5.3.1.1 Global Online Travel Market Estimates and Forecasts, by Type, Travel Intermediation, 2019-2030 ($ Billion)
• 5.3.1.2.1 Global Online Travel Market Estimates and Forecasts, by Online Travel Agencies, 2019-2030 ($ Billion)
• 5.3.1.2.1 Global Online Travel Market Estimates and Forecasts, by Tour Operator Websites, 2019-2030 ($ Billion)
• 5.3.1.4.1 Global Online Travel Market Estimates and Forecasts, by Other Online Travel Intermediaries, 2019-2030 ($ Billion)
• 6.1 Online Travel – Regional Deep Dive
• 6.2.1 North America Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.2.2 North America Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.2.3.1 US Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.2.3.2 US Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.2.4.1 Canada Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.2.4.2 Canada Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.2.5.1 Mexico Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.2.5.2 Mexico Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.1 Europe Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.2 Europe Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.3.1 UK Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.3.2 UK Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.4.1 France Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.4.2 France Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.5.1 Germany Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.5.2 Germany Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.6.1 Netherlands Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.6.2 Netherlands Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.7.1 Italy Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.7.2 Italy Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.8.1 Spain Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.8.2 Spain Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.9.1 Belgium Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.9.2 Belgium Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.10.1 Switzerland Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.10.2 Switzerland Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.11.1 Sweden Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.11.2 Sweden Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.3.12.1 Rest of Europe Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.3.12.2 Rest of Europe Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.1 Asia Pacific Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.2 Asia Pacific Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.3.1 China Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.3.2 China Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.4.1 Japan Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.4.2 Japan Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.5.1 India Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.5.2 India Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.6.1 South Korea Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.6.2 South Korea Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.7.1 Australia Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.7.2 Australia Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.8.1 Singapore Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.8.2 Singapore Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.9.1 Malaysia Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.9.2 Malaysia Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.10.1 Indonesia Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.10.2 Indonesia Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.11.1 Thailand Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.11.2 Thailand Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.4.12.1 Rest of Asia Pacific Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.4.12.2 Rest of Asia Pacific Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.5.1 South and Central America Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.5.2 South and Central America Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.5.3.1 Brazil Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.5.3.2 Brazil Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.5.4.1 Argentina Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.5.4.2 Argentina Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.5.5.1 Rest of South and Central America Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.5.5.2 Rest of South and Central America Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.6.1 Middle East & Africa Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.6.2 Middle East & Africa Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.6.3.1 Saudi Arabia Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.6.3.2 GCC Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.6.4.1 South Africa Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.6.4.2 South Africa Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.6.5.1 UAE Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.6.5.2 UAE Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 6.6.6.1 Rest of Middle East & Africa Online Travel Market Estimates & Forecasts, 2019-2030 ($ Billion)
• 6.6.6.2 Rest of Middle East & Africa Online Travel Market Estimates & Forecasts, by Type 2019-2030 ($ Billion)
• 7.1 Online Travel Market – Growth Innovation Matrix
• 7.2 Online Travel Market – Mergers & Acquisitions
• 7.3 Online Travel Market – Company Profiles
• 8.1 Airbnb Inc
• 8.2 American Airlines Group Inc
• 8.3 Booking Holdings Inc
• 8.4 Despegar.com Corp
• 8.5 eDreams ODIGEO SA
• 8.6 Expedia Group Inc
• 8.7 Flight Centre Travel Group Ltd
• 8.8 MakeMyTrip Ltd
• 8.9 Singapore Airlines Ltd
• 8.10 The Emirates Group
• 8.11 Tongcheng Travel Holdings Ltd
• 8.12 Trainline plc
• 8.13 Trip.com Group Ltd

Fig 81 Rest of Middle East and Africa Online Travel Market Estimates & Forecasts, by Type, 2019-2030 ($ Million)

Frequently asked questions

The online travel market size globally will be valued at $2.3 trillion in 2023.

The online travel market is expected to grow at a CAGR of 10.3% over the forecast period (2023-2030).

The increasing population coupled with the rising disposable income and proliferation of mobile devices are expected to drive the online travel market growth.

Type Segments: Transportation (Airlines, Car Rental, Others), Travel Accommodation, Travel Intermediation (Online Travel Agencies, Tour Operator Websites, Other Travel Intermediaries)

The leading online travel companies are Airbnb, American Airlines Group Inc, Booking Holdings Inc, Despegar.com Corp, eDreams ODIGEO SA, Expedia Group Inc, Flight Centre Travel Group Ltd, MakeMyTrip Ltd, Singapore Airlines Ltd, The Emirates Group, Tongcheng Travel Holdings Ltd, Trainline plc, Trip.com Group Ltd, Trivago NV

GlobalData’s focus is on providing reliable and accurate data that is supported by robust research methodology. Our reports undergo rigorous quality checks and are based on primary and secondary research sources, ensuring that the numbers and insights provided are trustworthy.  However, despite the best efforts to gather comprehensive data, there could be instances where the available data is limited, making it challenging to provide segmentation. In such cases, GlobalData may choose to provide high-level insights and general trends rather than forcing segmentation that may not be backed by sufficient data. This approach ensures that the report’s overall quality and credibility are maintained.

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I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.

One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.

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• Tips & tricks
• Trends 2024

Travel Trends 2024: How the Digital Revolution Is Shaping the Future of Our Industry

Table of Content

Digital transformation in the travel industry, sales channels: balancing the old and the new, direct bookings vs resellers, marketing channels and strategies for 2024.

The world of travel is experiencing an unprecedented era of transformation: as we enter 2024, the industry continues to deal with the aftermath of the global pandemic and adapt to new consumer behaviors, technological advancements and evolving market dynamics. In 2023, we have witnessed a robust recovery, with international travel volumes approaching pre-Covid levels . However, this doesn’t mean a return to the old ways, as customer preferences have changed significantly in recent years.

There is a growing appetite for personalized, flexible and sustainable travel options, with digital nomadism redefining the concept of both leisure and business travel, blurring the lines between the two. In addition, the rise of experiential tourism is shifting the focus from sightseeing to immersive cultural adventures. Sustainability has also moved from a niche consideration to a mainstream demand , as most people are increasingly aware of their environmental footprint and seek out eco-friendly accommodations and responsible travel experiences. This is more than a fad: it is a broader societal movement that is forcing the tourism industry to rethink its practices and offerings.

For tour operators and activity providers, staying abreast of these changes is essential to survival and growth. To better understand the travel trends that will shape the future of the industry in 2024, we interviewed over 100 industry professionals from all across Europe. This article is designed to accompany our infographic detailing their responses . We hope it will provide valuable insight into the key drivers behind their business strategies and offer actionable takeaways to help you replicate their success. Without further ado, let’s dive right in!

Tourism is undergoing a profound digital transformation, reshaping the way services are delivered and experienced. The emergence of smart technology in accommodations, such as IoT-enabled rooms, and the use of big data for personalized recommendations are examples of how technology is becoming an integral part of the travel experience itself. This integration presents an opportunity for providers to deliver unique value to their customers and stand out in a competitive marketplace.

The pivotal role of booking systems

Booking systems are at the heart of this digital revolution and have quickly become a critical interface between the supplier and the customer. Not surprisingly, 89% of respondents to our survey use them to easily manage bookings, sell tickets online and connect with leading OTAs. Let’s explore the top 5 features they find most beneficial in a booking system:

Key features of booking systems

• Online payments: Offering secure, versatile online payment options is essential. This includes accepting multiple payment methods such as credit cards, PayPal, and digital wallets to serve a global customer base.
• Dashboard calendar: An intuitive dashboard calendar facilitates the management of bookings, availability, and scheduling. This feature enables suppliers to stay organized and respond quickly to changes, minimizing overbooking and scheduling conflicts.
• Booking widget: A customizable booking widget on the supplier’s website allows the booking process to be seamlessly integrated into the user experience. This results in a smoother booking flow and encourages more direct bookings.
• Channel manager: With the proliferation of distribution channels, a channel manager becomes vital. It ensures real-time synchronization of availability across multiple platforms such as OTAs, the official website of the supplier and other portals, reducing the risk of overbooking and facilitating inventory management.
• Booking management: Efficient booking management includes features such as easy cancellations or changes, automated confirmation and reminder emails, and customer management tools. This improves the overall customer experience and operational efficiency.

As the leading booking system provider in Europe, Regiondo has been at the forefront of incorporating these essential features. The platform offers a comprehensive solution that not only addresses the basic needs of booking and payment processing, but also provides advanced tools such as resource management , marketing integrations and detailed analytics. This makes Regiondo a model for digital transformation in the travel industry, demonstrating how technology can facilitate business operations and enhance the customer journey. To learn more about how Regiondo can help your business thrive, book a demo with one of our consultants.

In 2024, the sales channels of the travel industry will continue to evolve: understanding how to balance them is key to maximizing reach and profitability.

Offline vs online dynamics

The travel industry has historically relied on a mix of offline and online distribution channels. While online channels have seen tremendous growth, especially in the wake of digital transformation, offline channels such as in-person travel agents and booking offices still play an important role, especially for certain markets and demographics.

Current balance: In our Trends 2024 survey, we asked participants to break down the share of sales they make online vs. offline. The weighted average shows that 56.67% of tickets are sold through digital channels, while the rest (43.33%) are sold through phone, in-person, and other offline channels. In summary, the current landscape is skewed towards online, driven by the convenience, accessibility and wide range of options it offers. However, offline continues to thrive by catering to customers who value personal interaction and customized service.

Future trends: The future points to a more integrated approach, with a growing emphasis on phygital experiences that blend physical and digital elements. For example, interactive digital displays in physical travel agencies could increase customer engagement.

Another issue we wanted our experts to weigh is their relationship with distribution partners. Specifically, we asked them to disclose the number of online bookings they receive through direct channels (website, official social media pages, emails) versus those received through resellers. The results paint a clear picture, with a weighted average of only 33% of tickets sold through intermediaries. But let’s take a closer look at the pros and cons of these two types of channels:

Direct Bookings

• Pros: Higher margins, direct relationship with customers, greater control over customer experience.
• Cons: In order to attract direct bookings, you need to invest in marketing, technology and a strong brand presence.
• Pros: Extended reach, especially in markets where your brand has less presence; reduced marketing costs.
• Cons: Lower margins due to commissions, less control over the customer experience.

Leveraging Both

In our humble opinion, the key is to find the right balance. Leverage resellers to reach new markets and demographics, while building a robust direct booking strategy to drive customer loyalty and brand identity.

The Role of OTAs (Online Travel Agencies)

Among the various resellers, OTAs have become a dominant force in the travel booking landscape. As you know, they offer exposure to a huge audience, but at the cost of commissions. Speaking of which, we asked our survey participants about the average percentage of commission they pay to OTAs on each order. The results are interesting: 1 in 3 respondents said they don’t work with OTAs at all to save on these costs. As for the rest, the vast majority pay fees ranging from 20% to 29% of the price of their tickets.

We also asked our industry experts to identify which OTAs drive the most bookings for them from a selection of the most popular. Their response highlights how fragmented the digital distribution landscape can be, as a quarter of respondents said the resellers they have the most lucrative relationships with are not on our list. Still, when it comes to the top dogs, this is the podium:

• GetYourGuide
• TripAdvisor

Love ’em or hate ’em, OTAs continue to be a mainstay of the leisure industry, which is why we want to draw your attention to three important key elements that will help you get the most out of the commissions you pay:

• Perform a cost/benefit analysis: As we have seen, commissions can vary widely, typically ranging from 15% to 30%. It’s important to understand the cost/benefit ratio and how it impacts overall profitability.
• Negotiate: Negotiate better rates as your business grows, bundle services to increase the value of each booking, and use OTAs for visibility while encouraging repeat bookings through your direct channels.
• Follow these best practices: Ensure your listings are up-to-date and engaging, take advantage of OTA marketing tools and analytics, and tap into OTA platforms for market insights and trend analysis.

As the travel landscape continues to evolve with ever-changing customer preferences, it can be difficult for tour and activity providers to understand the most effective marketing strategies to employ. So we asked our experts to list the marketing channels that drive more bookings for their businesses. Here are their top 5:

SEO (Search Engine Optimization)

SEO (66% of respondents) continues to be a cornerstone of digital marketing strategies. It’s critical for increasing visibility in search engine results, driving organic traffic and building online authority.

• Key areas of focus: Local SEO is especially important for travel businesses to ensure they appear in searches for local attractions and services. Optimizing for mobile and voice search is also essential as these trends continue to grow.
• Content marketing: Creating valuable, engaging content that answers potential travelers’ questions can significantly improve search rankings and drive organic traffic.

Word of mouth

Word of mouth (61% of respondents) is a powerful tool, especially in the digital age. It can happen organically or be encouraged through referral programs.

• Leverage social proof: Encourage happy customers to share their experiences online, whether through social media, blogs or video content.
• Referral programs: Implementing referral incentives can motivate past customers to spread the word to friends and family.

Social media (Organic)

Organic social media marketing (54% of respondents) is about building community and engaging authentically with your audience.

• Platform-specific strategies: Tailor content to the strengths and audience of each platform, whether it’s visually-driven Instagram, conversation-centric X (previously known as Twitter), or the increasingly popular TikTok.
• Engagement and community building: Posting regularly, interacting with followers, and creating shareable content are key strategies.

Social media and Search ads

Paid social media and search advertising (29% of respondents) is a critical component of a comprehensive marketing strategy.

• Targeted campaigns: Use the granular targeting options available on platforms like Facebook, Instagram, and Google to reach specific demographics, interests, and behaviors.
• Retargeting: Implement retargeting campaigns to capture prospects who have shown interest but haven’t yet booked.

Online reviews (25% of respondents) continue to have a significant impact on consumer decisions in the travel industry.

• Online reputation management: Actively manage your presence on review platforms such as TripAdvisor, Google Reviews and Yelp.

But how much should you spend on marketing? As a point of reference, the estimated average marketing budget for respondents to our survey is €972.82 per month. The key, however, is to take a balanced (no pun intended) approach. While it’s tempting to focus on the latest trends, it’s more important to allocate resources across channels based on their performance and your target audience. We recommend regularly reviewing and adjusting your marketing budget based on analytics and ROI. This may mean shifting funds from underperforming campaigns to those that are delivering better results, or investing in new platforms and technologies.

As we look ahead to 2024, the travel industry is at a pivotal crossroads, marked by rapid technological advances, changing consumer behavior and evolving market dynamics.

Key points:

• Digital transformation: The integration of technology into the travel experience, particularly through advanced booking systems such as Regiondo, is fundamental. The adoption of digital tools and features such as online payments, dashboard calendars, and AI-driven personalization can significantly improve efficiency and customer experience.
• Sales channels: A balanced approach between offline and online distribution channels, and between direct bookings and resellers (primarily OTAs), is critical for long-term success.
• Marketing strategies: The marketing landscape of 2024 will require a mix of advanced digital marketing, content marketing through storytelling, strategic influencer partnerships, local SEO optimization, and well-planned budget allocation across channels.

Looking ahead, the call to action for travel and activity providers is clear: adapt, innovate and thrive. Embrace digital transformation with open arms, understanding that technology is not just a tool, but a bridge to connect with and better serve your customers. Align your sales and marketing strategies to leverage multiple channels and respond to the changing needs and habits of travelers. Most importantly, stay attuned to your audience’s preferences and values to ensure your offerings resonate with their desire for unique, sustainable and culturally rich experiences.

The future of travel is bright and full of possibilities. Let’s embark on this journey together, innovating and evolving to create memorable experiences for tourists around the world.

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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% .

Fair Use Statement

Did you like our infographics? If so, feel free to share them with your audience. Just remember to mention the source and link back to this page.

• 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.

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Charting the Course: Online Travel Agencies Market Forecasted for 13.8% CAGR by 2033 | FMI

The  online travel agencies market is expected to capture a value share of  US$ 1,694.2 million  in 2033, up from  US$ 465.1 million  in 2023, securing a  CAGR of 13.8%  from 2023 to 2033.

The online travel agencies market is experiencing a digital disruption fueled by emerging trends such as the rise of mobile bookings and virtual tours.

With the widespread adoption of smartphones, travelers are increasingly turning to mobile platforms to research, plan, and book their trips conveniently on the go. This shift in consumer behavior has reshaped the landscape of online travel agencies, prompting them to optimize their services for mobile devices and provide seamless booking experiences.

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The integration of virtual tours and immersive experiences has revolutionized the way travelers explore destinations before making their bookings.

By leveraging advanced technologies and providing personalized recommendations, online travel agencies are enhancing customer engagement and driving the growth of the market. As these trends continue to shape the industry, the online travel agencies market is poised for further transformation and innovation in the travel sector.

One of the primary reasons for the success of online travel agencies is the unparalleled convenience they offer to travelers.

With just a few clicks, individuals can access a vast array of travel options, including flights, hotels, car rentals, and activities, all in one place. This convenience empowers travelers to compare prices, read reviews, and make informed decisions, saving them time and effort.

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Online travel agencies have recognized the importance of personalization in enhancing the travel experience. Leveraging advanced algorithms and artificial intelligence, OTAs can offer tailored recommendations based on individual preferences, previous bookings, and travel history.

This personal touch ensures that travelers receive customized options that align with their specific needs, enhancing customer satisfaction and loyalty.

While online travel agencies have revolutionized the travel industry, they also face challenges. The increasing dominance of a few major players has raised concerns about market consolidation and competition.

The dynamic market also presents opportunities for new entrants to innovate and differentiate themselves through unique offerings, specialized niches, or localized expertise.

Key Takeaways:

• China is likely to exhibit a CAGR of 5.70% in the online travel agencies industry, showcasing strong growth potential.
• The market in India demonstrates robust growth with a CAGR of 6.00% from 2023 to 2033.
• The United Kingdom online travel agencies industry is projected to secure a steady CAGR of 5.00% during the projected period.
• The transportation sub-segment held a significant market share of 22.0% in 2022 based on service type.
• By device platforms, the mobile end-use segment was at the forefront of the online travel agencies industry with a share of 32.0% in 2022.

Key Players

• Expedia Group Inc.
• Booking Holding Inc.
• Trip Advisor Inc.
• MakeMyTrip Pvt. Limited
• Hostelworld Group PLC (HSW)
• Trivago N.V
• Thomas Cook India Ltd.
• Lastminute.com Group
• Orbitz Worldwide
• Walt Disney World

How Intense is the Competition in the Online Travel Agencies Industry?

The competition in the online travel agencies industry is intense, driven by the rapid growth of digital platforms and the increasing demand for convenient and personalized travel experiences.

Established players and new entrants alike are vying for market share, constantly innovating and expanding their service offerings to attract and retain customers.

With advancements in technology, data analytics, and artificial intelligence, online travel agencies are striving to provide seamless user experiences, tailored recommendations, and competitive pricing.

This fierce competition is beneficial for consumers, as it drives continuous improvements, encourages innovation, and offers a wide range of options for travelers to choose from.

Segmentation Analysis

By Service Type:

• Transportation
• Vacation Packages
• Accommodation

By Device Platform:

By Payment Modes:

• Debit / Credit Card
• Others (Vouchers, Discount Codes)

By Booking Type:

• Online Travel Agents
• Direct Travel Agents

By Customer Segment:

• Corporate Traveller
• Individual Traveller

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 66-75 Years
• North America
• Latin America

About Future Market Insights (FMI)

Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer, Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

Contact Us:       

Nandini Singh Sawlani  

Future Market Insights Inc. Christiana Corporate, 200 Continental Drive, Suite 401, Newark, Delaware – 19713, USA T: +1-845-579-5705 For Sales Enquiries:  [email protected] Website:   https://www.futuremarketinsights.com LinkedIn |  Twitter |  Blogs  |  YouTube

About the Author

Associate Vice President at Future Market Insights is deeply committed to uncovering actionable insights for consumer and food and beverage players. She brings a unique blend of analysis, industry trends, and consumer behavior to put data into perspective.

What she makes out of data becomes a delight to read. She has authored many opinions, including for publications like Process Industry Informer and Spinal Surgery News, as she understands the market pulse and consumers' shifting preferences.

She likes to bring experts to a roundtable to weigh the impact of a trend on an industry. Catch up with her discussion on the impact of AI in packaging.

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• Travel Tips

How Online Travel Agencies Have Changed The World

Published: November 29, 2023

Modified: December 28, 2023

by Vonny Pedersen

• Hotel Reviews
• Plan Your Trip
• Sustainability

Introduction

Traveling has always been an exhilarating experience, allowing people to explore new destinations, immerse themselves in different cultures, and create memories that last a lifetime. In the past, planning a trip involved tedious tasks such as contacting travel agents, researching accommodations, and arranging transportation. However, with the advent of online travel agencies (OTAs), the way we plan and book our adventures has undergone a dramatic transformation. OTAs have revolutionized the travel industry, providing a convenient digital platform for travelers to browse, compare, and book various travel services all in one place. These platforms offer a wide range of options, from flights and hotels to car rentals and vacation packages, allowing travelers to customize their trips according to their preferences and budget. Gone are the days when travelers had to rely solely on traditional brick-and-mortar agencies. Online travel agencies have made the process of booking travel more accessible, streamlined, and efficient. With just a few clicks, travelers can access a vast array of options, read reviews from fellow travelers, and make informed decisions about their travel plans.

Evolution of Online Travel Agencies

The rise of online travel agencies can be traced back to the late 1990s when the internet became widely accessible to the general public. The first wave of OTAs, such as Expedia and Travelocity, emerged during this time, offering users the ability to search for and book flights, hotels, and other travel services online. These early platforms laid the foundation for the online travel industry we know today. As technology advanced, OTAs evolved to meet the changing needs of travelers. They began offering more comprehensive travel services, including vacation packages, car rentals, and activities. This shift allowed users to plan and book their entire trip from a single online platform, eliminating the need to visit multiple websites or contact various service providers. Furthermore, as mobile devices became increasingly prevalent, OTAs expanded their platforms to include mobile applications, making it even more convenient for travelers to access and book their trips on the go. Today, most leading OTAs have user-friendly mobile apps that offer the same functionalities as their desktop websites, providing a seamless user experience across different devices. In recent years, OTAs have also embraced emerging technologies such as artificial intelligence (AI) and virtual reality (VR) to enhance the user experience. AI-powered chatbots and virtual assistants are now common features on OTA platforms, providing personalized recommendations, answering queries, and assisting with booking processes. VR technology allows travelers to virtually explore destinations and accommodations before making a decision, further enhancing their confidence and satisfaction with their travel choices. Overall, the evolution of online travel agencies has revolutionized the way we plan and book our trips. The convenience, accessibility, and technological advancements offered by OTAs have made travel more accessible to a wider audience, empowering individuals to embark on new adventures and explore the world in ways that were once unimaginable.

Impact on Travel Industry

The emergence of online travel agencies (OTAs) has had a profound impact on the travel industry, transforming the way people plan, book, and experience their trips. The following are some key ways in which OTAs have influenced the travel industry:

• Increased Accessibility: OTAs have made travel more accessible to a wider audience, breaking down barriers and empowering individuals to explore new destinations. With just a few clicks, travelers can access a vast array of options, compare prices, and make informed decisions about their travel plans.
• Disintermediation: OTAs have disrupted the traditional distribution channels of the travel industry. In the past, travelers relied heavily on travel agents, who acted as intermediaries between travelers and airlines, hotels, and other service providers. With the advent of OTAs, travelers can now directly book their flights, accommodations, and other services, bypassing the need for intermediaries.
• Competitive Pricing: The rise of OTAs has fostered increased competition among service providers, leading to more competitive pricing in the travel industry. OTAs allow travelers to compare prices from various providers, ensuring that they get the best deal possible. This has forced service providers to offer more competitive prices and incentives to attract customers.
• Market Transparency: OTAs have brought transparency to the travel market by providing travelers with access to information and reviews from fellow travelers. This enables travelers to make informed decisions about their travel plans and ensures that service providers maintain high standards to attract positive reviews.
• Global Reach: OTAs have expanded travel options by offering a wide range of destinations and accommodations from around the world. Travelers are no longer limited to popular tourist destinations; they can now explore lesser-known locations and discover unique experiences.

Overall, the impact of online travel agencies on the travel industry has been transformative. They have democratized travel, making it more accessible, competitive, and transparent. Travelers now have the power to plan and customize their trips according to their preferences and budget, while service providers have to adapt and innovate to meet the evolving demands of the market.

Increased Convenience for Travelers

One of the significant advantages of online travel agencies (OTAs) is the increased convenience they offer to travelers. With the click of a button, travelers can access a myriad of options, compare prices, and book their travel arrangements. Here are several ways in which OTAs have enhanced convenience for travelers:

• 24/7 Access: OTAs are available 24/7, allowing travelers to plan and book their trips at any time that is convenient for them. There is no longer a need to adhere to traditional business hours or wait for travel agencies to open.
• One-Stop Shop: OTAs serve as a one-stop-shop for all travel needs. Travelers can search for flights, accommodations, car rentals, and even activities or tours, all on the same platform. This eliminates the need to visit multiple websites or make separate inquiries for each component of the trip.
• Flexible Booking: OTAs offer flexibility in terms of booking. Travelers can easily modify their travel plans, change flight dates, or upgrade hotel rooms online without the hassle of contacting various service providers individually. This convenience makes it easier for travelers to adapt to shifts in their schedules or preferences.
• Mobile Accessibility: Most OTAs provide mobile applications, allowing travelers to access their platforms from smartphones or tablets while on the go. This makes it incredibly convenient for travelers to search for and book travel arrangements, even while in transit.
• Real-Time Updates: OTAs provide real-time updates on flight schedules, hotel availability, and other travel-related information. This ensures that travelers have the most up-to-date information at their fingertips, allowing them to make informed decisions and respond to any changes or disruptions in their travel plans.
• Secure Online Transactions: OTAs prioritize the security of online transactions, providing encrypted payment gateways and secure booking processes. This gives travelers peace of mind, knowing that their personal and financial information is protected.

Overall, the increased convenience offered by online travel agencies has transformed the way travelers plan and book their trips. With the ability to access a wide range of options, make changes on the fly, and have real-time information at their disposal, travelers can now enjoy a smoother and more convenient travel experience.

Comparison Shopping and Competitive Pricing

One of the significant advantages of using online travel agencies (OTAs) is the ability to engage in comparison shopping and take advantage of competitive pricing. OTAs have revolutionized the way travelers search for and book travel arrangements by providing a platform that allows them to compare prices from multiple service providers. Here’s how comparison shopping and competitive pricing benefit travelers:

• Wide Range of Options: OTAs aggregate a vast array of travel options, including flights, hotels, car rentals, and vacation packages, from various providers. This gives travelers access to a wide range of options in terms of destinations, dates, and amenities.
• Transparent Pricing: OTAs provide transparent pricing, allowing travelers to see the costs associated with different travel services upfront. They display the total price, including taxes and fees, making it easier for travelers to compare and evaluate the value they will receive for their money.
• Instant Price Comparison: With just a few clicks, travelers can compare prices from different providers for the same travel service, such as a flight or hotel. This saves time and effort, as they can quickly identify the most competitive options and make informed decisions.
• Bargain Hunting: OTAs often offer exclusive discounts, promotional deals, and special packages that are not available elsewhere. This allows travelers to find the best bargains and secure cost-effective travel arrangements that suit their budget.
• Dynamic Pricing: Many OTAs leverage dynamic pricing algorithms that adjust prices based on supply and demand. This means that travelers can find varying prices for the same service depending on factors such as time of booking, availability, and popularity. Keeping an eye on price fluctuations can lead to significant savings.
• User Reviews and Ratings: OTAs also provide user-generated reviews and ratings for hotels, airlines, and other services. Travelers can read these reviews to gauge the quality and value of different options, helping them make more informed decisions based on the experiences of previous customers.

Overall, the ability to compare prices and take advantage of competitive pricing offered by online travel agencies gives travelers the power to find the best deals and maximize the value of their travel budget. Whether it’s scoring discounted flights, securing affordable accommodations, or finding budget-friendly vacation packages, comparison shopping through OTAs ensures that travelers can make cost-effective choices without compromising on quality or convenience.

Expansion of Travel Options

Online travel agencies (OTAs) have greatly expanded the travel options available to travelers, offering a vast array of destinations, accommodations, and experiences that were previously difficult to access. Here are several ways in which OTAs have expanded travel options:

• Global Reach: OTAs have opened up travel opportunities to destinations all around the world. Travelers can now explore and book flights, accommodations, and activities in lesser-known or remote areas, expanding their travel horizons beyond traditional tourist hotspots.
• Diverse Accommodation Options: OTAs offer a wide range of accommodations to suit various preferences and budgets. Travelers can choose from luxury hotels, boutique bed and breakfasts, vacation rentals, hostels, and more, ensuring that there is an option available for every type of traveler.
• Unique Experiences: OTAs provide access to unique travel experiences that go beyond simply booking flights and hotels. Travelers can now discover and book activities such as guided tours, cooking classes, adventure sports, cultural immersions, and wildlife expeditions, enhancing their travel experiences and creating lasting memories.
• Package Deals: OTAs often offer packaged travel deals that combine flights, accommodations, and activities into one convenient bundle. These packages provide travelers with an all-in-one solution and sometimes include added perks, such as discounted rates, complimentary meals, or guided tours.
• Flexible Travel Planning: OTAs allow travelers to customize their itineraries and create unique travel plans. Travelers can choose the duration of their stay, select specific dates, and even tailor their activities to suit their interests and preferences. This flexibility enables travelers to plan trips that suit their individual needs and desires.
• Specialized Travel: OTAs cater to various niche markets, offering specialized travel options such as eco-tourism, adventure travel, family-friendly vacations, solo travel, and more. This ensures that travelers with specific interests can find relevant options that align with their travel preferences.

Overall, the expansion of travel options provided by online travel agencies has made it easier for travelers to explore diverse destinations, find accommodations that suit their needs, and discover unique experiences that make their trips truly memorable. Whether it’s embarking on a safari in Africa, staying in a traditional ryokan in Japan, or indulging in a culinary tour of Europe, OTAs have made it possible for travelers to create their dream trips and embark on new adventures.

Rise of User Reviews and Ratings

The rise of online travel agencies (OTAs) has coincided with the proliferation of user reviews and ratings, which play a significant role in shaping the travel industry. Travelers now have access to a wealth of information and firsthand experiences shared by fellow travelers, allowing them to make more informed decisions. Here’s how user reviews and ratings have impacted the travel industry:

• Transparency and Trust: User reviews and ratings provide transparency in the travel industry. Travelers can read about the experiences of others, gain insights into the quality of accommodations, airlines, and other services, and make informed decisions based on real-life experiences. This transparency builds trust between travelers and service providers.
• Unbiased Feedback: User-generated reviews are seen as unbiased and trustworthy because they come from real travelers who have experienced the services firsthand. This enables travelers to get a more authentic and balanced perspective on the quality of the services they are considering.
• Quality Assurance: Positive reviews and high ratings act as endorsements for service providers. Accommodations, airlines, and other travel services that consistently receive positive feedback and high ratings are perceived as offering quality experiences, which can attract more customers.
• Improving Service Quality: User reviews and ratings provide valuable feedback for service providers, highlighting areas of improvement and commendation. Service providers can analyze the feedback and make necessary adjustments to enhance the quality of their offerings, ultimately benefiting future travelers.
• Enhanced Customer Satisfaction: User reviews give travelers a platform to express their opinions and share their experiences. Positive reviews can reinforce the satisfaction and happiness experienced by travelers, while negative reviews can help address any issues or concerns and improve the overall customer experience.
• Personalized Recommendations: OTAs can use user reviews and ratings to provide travelers with personalized recommendations based on their preferences. By analyzing past reviews and understanding a traveler’s preferences, OTAs can suggest accommodations, activities, or destinations that align with their interests.

As user reviews and ratings continue to grow in importance, the travel industry is incentivized to consistently deliver exceptional customer experiences, as a negative review can have a significant impact on a service provider’s reputation and business. Travelers, on the other hand, have become more discerning and empowered, relying on user feedback to make decisions that align with their expectations and preferences.

Challenges Faced by Online Travel Agencies

While online travel agencies (OTAs) have brought significant advancements to the travel industry, they also face several challenges. These challenges can impact their operations, customer satisfaction, and overall success. Here are some key challenges faced by OTAs:

• Competition: The online travel industry is highly competitive, with numerous OTAs vying for customers’ attention. Competing with other established players, as well as emerging startups, requires OTAs to constantly innovate, provide unique offerings, and differentiate themselves to attract and retain customers.
• Price Comparison: Price comparison is both a benefit and a challenge for OTAs. While it allows travelers to find the best deals, it also makes it easier for customers to find cheaper options on different platforms. This puts pressure on OTAs to continuously offer competitive pricing and value-added services to stay ahead.
• Dependency on Suppliers: OTAs heavily rely on collaborations with airlines, hotels, car rental companies, and other service providers to offer comprehensive travel options. Changes in terms, contract disputes, or disruptions in the supplier’s operations can impact the availability and reliability of services, and consequently, the OTA’s reputation.
• Technical Challenges: OTAs need to manage complex technical infrastructure to ensure seamless booking processes, real-time inventory updates, and secure payment transactions. Managing website uptime, handling high traffic volumes, and addressing potential cybersecurity threats requires continuous investment in technology and skilled IT resources.
• Customer Service: Providing efficient and prompt customer service can be challenging for OTAs due to the volume of customers and the potential for issues with bookings, cancellations, or refunds. Ensuring customer satisfaction and resolving complaints promptly is vital to maintain a positive brand image and retain customer loyalty.
• Dependency on Online Advertising: OTAs heavily rely on online advertising channels to drive traffic to their platforms. This not only requires significant financial investment but also means competing against other companies for ad space and managing advertising costs to ensure an adequate return on investment.
• Regulatory Compliance: The travel industry is subject to various regulations and licensing requirements, which can differ across different countries and regions. Compliance with local laws, taxes, and regulations can be complex and time-consuming for OTAs operating globally.

Despite the challenges, OTAs have demonstrated their resilience and adaptability in the face of evolving market dynamics. By staying updated with the latest trends, investing in technology, offering exceptional customer service, and fostering strong partnerships with service providers, OTAs can overcome these challenges and continue to shape the travel industry.

Online travel agencies (OTAs) have revolutionized the travel industry, providing unprecedented convenience, access to a wide range of options, and the ability to make informed decisions. The evolution of OTAs has transformed the way we plan, book, and experience our trips, making travel more accessible, transparent, and tailored to individual preferences. By harnessing the power of the internet and digital technology, OTAs have expanded travel options, allowing travelers to explore destinations and accommodations beyond traditional tourist hotspots. They have also facilitated comparison shopping and competitive pricing, empowering travelers to find the best deals and make cost-effective choices. Furthermore, the rise of user reviews and ratings has brought transparency and trust to the travel industry. Travelers can now rely on the unbiased feedback of fellow travelers to make informed decisions, while service providers are incentivized to maintain high standards and continuously improve their offerings to satisfy customers. However, OTAs are not without challenges. They face fierce competition, technical complexities, and the need to ensure reliable partnerships with service providers. Additionally, customer service and regulatory compliance are vital considerations for successful operations. Despite these challenges, OTAs continue to innovate and adapt, leveraging technologies such as artificial intelligence and virtual reality to enhance the customer experience. By staying ahead of market trends and investing in customer satisfaction, OTAs can continue to shape the travel industry and provide travelers with seamless, convenient, and personalized travel solutions. In conclusion, the emergence of online travel agencies has transformed travel planning and booking, offering travelers unprecedented convenience, access to a wide range of options, and the ability to make informed decisions. As the travel industry continues to evolve, OTAs will play a crucial role in shaping the future of travel, meeting the needs and expectations of travelers around the world.

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The Future of Online Travel Agencies: Trends and Strategies

Online travel agencies (OTAs) have revolutionized the way people book travel. Just a few decades ago, travelers had to rely on travel agents or call up hotels and airlines directly to book their trips. Today, OTAs like Expedia, Booking.com, and Despegar offer a wide range of travel products and services, from flights and hotels to car rentals and tours. Let's dive into the future of online travel agencies and some strategies you can apply.

The Rise of Online Travel Agencies

OTAs have been incredibly successful, and the market is expected to continue to grow in the coming years. According to a report by Future Market Insights, the global OTA market is projected to reach $900.10 billion by 2032 , at a CAGR of 16.0% from 2022 to 2032.

There are a number of factors driving the growth of the OTA market. One factor is the increasing popularity of online travel research. More and more people are using the internet to research their travel options, and OTAs offer a convenient and easy way to do this.

Another factor driving the growth of the OTA market is the rise of mobile travel. More and more people are using their smartphones and tablets to book travel, and OTAs have made it easy to do this.

Finally, the OTA market is also being driven by the increasing demand for personalized travel experiences. OTAs can use data to personalize travel recommendations for their users, which can help to drive bookings.

So, what does the future hold for OTAs? There are a number of trends that are likely to shape the future of the industry.

The Future of OTAs

Personalization.

As mentioned above, personalization is a key trend that is likely to shape the future of OTAs. OTAs will use data to personalize travel recommendations for their users, which can help to drive bookings. For example, an OTA might recommend hotels that are located near a user's favorite restaurants or attractions.

Sustainability

Another trend that is likely to shape the future of OTAs is sustainability. More and more travelers are concerned about the environmental impact of their travel, and OTAs will need to offer sustainable travel options in order to remain competitive. For example, OTAs might offer carbon offsets for flights or recommend hotels that are committed to sustainability.

Chatbots and AI

Chatbots and AI are also likely to play a role in the future of OTAs. Chatbots can be used to answer customer questions and provide travel recommendations, while AI can be used to automate tasks such as pricing and inventory management.

Blockchain Technology

Blockchain technology holds immense potential for OTAs. Its decentralized nature can improve security, simplify transactions, and enhance transparency. OTAs can leverage blockchain to secure sensitive customer data, prevent fraud, and enable seamless transactions across multiple travel providers. Moreover, blockchain-based loyalty programs can incentivize customer loyalty and foster trust within the OTA ecosystem.

The Rise of New Players

The OTA market is also likely to see the rise of new players in the coming years. These new players will be able to compete with established OTAs by offering innovative new features and services. For example, some new players are focusing on offering more personalized travel experiences, while others are focusing on offering more sustainable travel options.

The Future of OTAs is Bright

Overall, the future of OTAs is bright. The industry is expected to continue to grow in the coming years, and there are a number of trends that are likely to shape the future of the industry. OTAs that are able to adapt to these trends and offer innovative new features and services will be well-positioned for success.

Here are some additional strategies that OTAs can use to succeed in the future:

Focus on customer experience. OTAs need to focus on providing a great customer experience, from the moment a user visits their website to the moment they return home from their trip. This includes offering a wide range of travel products and services, providing accurate and up-to-date information, and offering excellent customer support.

Partner with travel suppliers. OTAs need to partner with travel suppliers in order to offer the best possible travel products and services to their users. This includes working with hotels, airlines, car rental companies, and other travel providers.

Invest in technology. OTAs need to invest in technology in order to stay ahead of the competition. This includes investing in new features and services, as well as investing in data analytics and machine learning.

Be innovative. OTAs need to be innovative in order to stay ahead of the competition. This means constantly coming up with new ideas and ways to improve the travel experience for their users.

By following these strategies, OTAs can position themselves for success in the future.

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5 tourism trends that will shape the travel industry , sponsored post.

• April 19, 2024

The tourism business does not stand still, and constant changes are its main characteristic. Every year we learn about new interesting destinations that we want to discover for ourselves. The formation of tourist trends changes the vision of tourists, and offers new aspects of the development of this business. So, let’s evaluate these new 5 trends. which have gained such popularity. 

Use of technology to make things stand out 

How AI and machine learning are getting more liked 

One of the hottest trends in the travel business right now is using cutting edge technology to make each trip more unique. AI and machine learning are at the forefront of this change. They make suggestions for travelers based on what they like and how they’ve acted in the past. But what does this mean for you as a tourist? 

What if you could go to a vacation website and get trip ideas right away that fit your budget, your favorite foods, your level of excitement, and your ideal weather? Most of the time, AI systems make ideas like this as they learn more about how people like to travel. 

Trips that are tailored to your needs 

Not only can technology help you find places to go, it can also make your experience on the site more unique. There are now personal assistants in hotel rooms that are driven by AI and apps that use real-time data from crowds to help you find your way around town. Not as many people plan trips ahead of time these days. Instead, they make their own. 

People also like nudist resort. Such hotels offer their users closed private areas where no one can judge them and where they can remain without clothes. At these nude resorts , people can enjoy nature and embrace their bodies because they allow tourists to enjoy the scenery and engage in fun activities without worrying about what they are wearing. There are no clothes, and people eat and sunbathe on beautiful beaches. It makes them honest and open in a way that you don’t see in other places. 

Green tourism starts with traveling  

More and more people want to move in ways that are better for the earth. Eco-friendly travel is no longer just a niche market. More and more people are choosing trips, accommodations, and ways to get around that leave less of a carbon footprint, which is starting to change the way most people travel. 

Eco-friendly travel is a great trend that should become more popular. In this way, tourists not only protect nature, but also do not disturb the local population, which positively affects people’s attitude towards tourists. Such treatment of nature and society can be reflected in limited purchases in stores, help in cleaning the territories, simply throwing away garbage after oneself. 

Use of online resources 

Why people are traveling more for experiences 

In the past few years, people’s main goals have changed from wanting to own things to wanting to live their lives. It’s easy to see this trend in the travel industry, where more and more people are choosing unique, memorable experiences over standard tourist spots. 

People can learn more about a place’s culture, food, and environment through experience-based tourism than by reading about it. In Italy, they can learn how to cook traditional dishes from a local chef. In Africa, they can sleep under the stars in a remote town, or in the Amazon, they can go on a tour to protect wildlife. But for tourists to have a good time, they need to plan ahead for their next trip. So, users of the TravelWise website can always get new information about the tourist industry, which will help them plan and organize their own trips better. 

Now you can work and move at the same time as a digital nomad. It’s now normal to be able to work from anywhere. 

Because of COVID-19, a lot of people now work from home. This has totally changed what a workplace is. This change has led to something called “digital nomadism,” which means that people move around and do their work online. 

Online travel is becoming more and more popular. After the pandemic, many online guides or online galleries were created. Now anyone can visit another country or visit a museum thanks to 3D glasses or simply through the monitor screen. All you need is your device or gadget and the Internet. 

Health and safety come first with better safety steps 

Thanks to the pandemic, people overestimated the importance of tourism. Now tourists pay more attention to vaccinations, as well as maintaining sanitary standards during vacation. Advances in technology that have helped create contactless check-in and various air purifiers are prime examples of how the pandemic has affected the travel industry. 

Conclusion 

With these five big trends in mind, we can see how the travel business will change. As time goes on, there will be more ways to move. Each trend shows us what that future might be like. Safety rules are getting stricter, AI is being used to make travel more personalized, and more people are living their lives as digital nomads. For now, don’t rush to book your first trip. These trends will change the way you see the world in the years to come. So why not let these changes happen and see where they lead you? This seems like the next big thing in travel. 

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Surge in Adventure Tourism: Four Big Trends in 2024

Jesse Chase-Lubitz , Skift

April 17th, 2024 at 12:00 PM EDT

New data shows that experiences are the leading factor when choosing a destination.

Jesse Chase-Lubitz

The latest consumer spending data from GetYourGuide reveals a surge in demand for unique travel experiences and activities that align with personal passions.

The report analyzes booking data from millions of travelers and highlights a significant shift in travel priorities. Here are the key takeaways:

Experiences Rule

Travelers are prioritizing experiences over traditional sightseeing. Nearly all travelers (90%) plan to spend the same or more on activities in 2024, and experiences are now the leading factor when choosing a destination (reported by 98% of travelers). 

Passion Drives Destinations

The hottest travel destinations are no longer just about iconic landmarks. Cities like Fajardo, Puerto Rico (up 419% in bookings by American travelers) and Hoi An, Vietnam (up 284% globally) are experiencing a boom, likely due to their unique cultural offerings and adventure opportunities.

Globally Inspired

Travelers are venturing beyond the usual suspects. This year’s top trending tours include the Sagrada Familia in Barcelona, kayaking through El Yunque Rainforest in Puerto Rico, and even a hot air balloon ride over Interlaken, Switzerland.

The Rise of the Explorer  

GetYourGuide identifies a new breed of traveler – the “Explorer” – who spends more on experiences, takes longer trips, and travels more frequently. These high-value vacationers are fueling the experience economy.

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Tags: getyourguide , tourism , Travel Experiences , Travel Trends

Photo credit: GetYourGuide Walking Tour in London. Source: GetYourGuide

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The Moscow Metro Museum of Art: 10 Must-See Stations

There are few times one can claim having been on the subway all afternoon and loving it, but the Moscow Metro provides just that opportunity.  While many cities boast famous public transport systems—New York’s subway, London’s underground, San Salvador’s chicken buses—few warrant hours of exploration.  Moscow is different: Take one ride on the Metro, and you’ll find out that this network of railways can be so much more than point A to B drudgery.

The Metro began operating in 1935 with just thirteen stations, covering less than seven miles, but it has since grown into the world’s third busiest transit system ( Tokyo is first ), spanning about 200 miles and offering over 180 stops along the way.  The construction of the Metro began under Joseph Stalin’s command, and being one of the USSR’s most ambitious building projects, the iron-fisted leader instructed designers to create a place full of svet (radiance) and svetloe budushchee (a radiant future), a palace for the people and a tribute to the Mother nation.

Consequently, the Metro is among the most memorable attractions in Moscow.  The stations provide a unique collection of public art, comparable to anything the city’s galleries have to offer and providing a sense of the Soviet era, which is absent from the State National History Museum.  Even better, touring the Metro delivers palpable, experiential moments, which many of us don’t get standing in front of painting or a case of coins.

Though tours are available , discovering the Moscow Metro on your own provides a much more comprehensive, truer experience, something much less sterile than following a guide.  What better place is there to see the “real” Moscow than on mass transit: A few hours will expose you to characters and caricatures you’ll be hard-pressed to find dining near the Bolshoi Theater.  You become part of the attraction, hear it in the screech of the train, feel it as hurried commuters brush by: The Metro sucks you beneath the city and churns you into the mix.

With the recommendations of our born-and-bred Muscovite students, my wife Emma and I have just taken a self-guided tour of what some locals consider the top ten stations of the Moscow Metro. What most satisfied me about our Metro tour was the sense of adventure .  I loved following our route on the maps of the wagon walls as we circled the city, plotting out the course to the subsequent stops; having the weird sensation of being underground for nearly four hours; and discovering the next cavern of treasures, playing Indiana Jones for the afternoon, piecing together fragments of Russia’s mysterious history.  It’s the ultimate interactive museum.

Top Ten Stations (In order of appearance)

Kievskaya station.

Kievskaya Station went public in March of 1937, the rails between it and Park Kultury Station being the first to cross the Moscow River.  Kievskaya is full of mosaics depicting aristocratic scenes of Russian life, with great cameo appearances by Lenin, Trotsky, and Stalin.  Each work has a Cyrillic title/explanation etched in the marble beneath it; however, if your Russian is rusty, you can just appreciate seeing familiar revolutionary dates like 1905 ( the Russian Revolution ) and 1917 ( the October Revolution ).

Mayakovskaya Station

Mayakovskaya Station ranks in my top three most notable Metro stations. Mayakovskaya just feels right, done Art Deco but no sense of gaudiness or pretention.  The arches are adorned with rounded chrome piping and create feeling of being in a jukebox, but the roof’s expansive mosaics of the sky are the real showstopper.  Subjects cleverly range from looking up at a high jumper, workers atop a building, spires of Orthodox cathedrals, to nimble aircraft humming by, a fleet of prop planes spelling out CCCP in the bluest of skies.

Novoslobodskaya Station

Novoslobodskaya is the Metro’s unique stained glass station.  Each column has its own distinctive panels of colorful glass, most of them with a floral theme, some of them capturing the odd sailor, musician, artist, gardener, or stenographer in action.  The glass is framed in Art Deco metalwork, and there is the lovely aspect of discovering panels in the less frequented haunches of the hall (on the trackside, between the incoming staircases).  Novosblod is, I’ve been told, the favorite amongst out-of-town visitors.

Komsomolskaya Station

Komsomolskaya Station is one of palatial grandeur.  It seems both magnificent and obligatory, like the presidential palace of a colonial city.  The yellow ceiling has leafy, white concrete garland and a series of golden military mosaics accenting the tile mosaics of glorified Russian life.  Switching lines here, the hallway has an Alice-in-Wonderland feel, impossibly long with decorative tile walls, culminating in a very old station left in a remarkable state of disrepair, offering a really tangible glimpse behind the palace walls.

Dostoevskaya Station

Dostoevskaya is a tribute to the late, great hero of Russian literature .  The station at first glance seems bare and unimpressive, a stark marble platform without a whiff of reassembled chips of tile.  However, two columns have eerie stone inlay collages of scenes from Dostoevsky’s work, including The Idiot , The Brothers Karamazov , and Crime and Punishment.   Then, standing at the center of the platform, the marble creates a kaleidoscope of reflections.  At the entrance, there is a large, inlay portrait of the author.

Chkalovskaya Station

Chkalovskaya does space Art Deco style (yet again).  Chrome borders all.  Passageways with curvy overhangs create the illusion of walking through the belly of a chic, new-age spacecraft.  There are two (kos)mosaics, one at each end, with planetary subjects.  Transferring here brings you above ground, where some rather elaborate metalwork is on display.  By name similarity only, I’d expected Komsolskaya Station to deliver some kosmonaut décor; instead, it was Chkalovskaya that took us up to the space station.

Elektrozavodskaya Station

Elektrozavodskaya is full of marble reliefs of workers, men and women, laboring through the different stages of industry.  The superhuman figures are round with muscles, Hollywood fit, and seemingly undeterred by each Herculean task they respectively perform.  The station is chocked with brass, from hammer and sickle light fixtures to beautiful, angular framework up the innards of the columns.  The station’s art pieces are less clever or extravagant than others, but identifying the different stages of industry is entertaining.

Baumanskaya Statio

Baumanskaya Station is the only stop that wasn’t suggested by the students.  Pulling in, the network of statues was just too enticing: Out of half-circle depressions in the platform’s columns, the USSR’s proud and powerful labor force again flaunts its success.  Pilots, blacksmiths, politicians, and artists have all congregated, posing amongst more Art Deco framing.  At the far end, a massive Soviet flag dons the face of Lenin and banners for ’05, ’17, and ‘45.  Standing in front of the flag, you can play with the echoing roof.

Ploshchad Revolutsii Station

Novokuznetskaya Station

Novokuznetskaya Station finishes off this tour, more or less, where it started: beautiful mosaics.  This station recalls the skyward-facing pieces from Mayakovskaya (Station #2), only with a little larger pictures in a more cramped, very trafficked area.  Due to a line of street lamps in the center of the platform, it has the atmosphere of a bustling market.  The more inventive sky scenes include a man on a ladder, women picking fruit, and a tank-dozer being craned in.  The station’s also has a handsome black-and-white stone mural.

Here is a map and a brief description of our route:

Start at (1)Kievskaya on the “ring line” (look for the squares at the bottom of the platform signs to help you navigate—the ring line is #5, brown line) and go north to Belorusskaya, make a quick switch to the Dark Green/#2 line, and go south one stop to (2)Mayakovskaya.  Backtrack to the ring line—Brown/#5—and continue north, getting off at (3)Novosblodskaya and (4)Komsolskaya.  At Komsolskaya Station, transfer to the Red/#1 line, go south for two stops to Chistye Prudy, and get on the Light Green/#10 line going north.  Take a look at (5)Dostoevskaya Station on the northern segment of Light Green/#10 line then change directions and head south to (6)Chkalovskaya, which offers a transfer to the Dark Blue/#3 line, going west, away from the city center.  Have a look (7)Elektroskaya Station before backtracking into the center of Moscow, stopping off at (8)Baumskaya, getting off the Dark Blue/#3 line at (9)Ploschad Revolyutsii.  Change to the Dark Green/#2 line and go south one stop to see (10)Novokuznetskaya Station.

Check out our new Moscow Indie Travel Guide , book a flight to Moscow and read 10 Bars with Views Worth Blowing the Budget For

Jonathon Engels, formerly a patron saint of misadventure, has been stumbling his way across cultural borders since 2005 and is currently volunteering in the mountains outside of Antigua, Guatemala.  For more of his work, visit his website and blog .

Photo credits:   SergeyRod , all others courtesy of the author and may not be used without permission

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Long Island City’s first Black-owned dispensary TRENDS to open this weekend with mission of inclusivity and education

TRENDS, which stands for ‘The Real Experience Needs Different Stories’, is the creation of brothers Rodney (CEO) and Brandon Carter (COO). The store spans 6,000 sq. ft., making it the largest cannabis dispensary in the neighborhood.

“We actually live in this community. Me and my father moved to Long Island City back in 2015, we grew up in Jamaica, Queens,” said Brandon. “[Our father has] grown to love this neighborhood. We knew this is where it had to be. This feels like Manhattan outside of Manhattan.”

The opening of the store honors Rodney and Brandon’s father, Rodney Sr., who received a marijuana conviction just about 30 years ago. Their father initially brought the opportunity to open up TRENDS to the brothers after their uncle was approached by investors.

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However, after the fees increased dramatically during the application process, the investors backed out at the last minute. That’s when the brothers decided to take on the application process themselves.

“I think in the last minute, they upped the price to 40,000 and due to that the investors dropped out, the lawyers, everybody dropped out and it was probably like a week, a week and a half left before the application deadline closed,” recalled Brandon. “We just reviewed the paperwork ourselves and said, you know, what, why don’t we just apply ourselves, put up the money ourselves and see what happens? We got the license in April 2023, and from there we have just been hitting the ground running.”

For Rodney and Brandon, taking away the stigma is incredibly important to the customer experience at TRENDS. They want to foster an environment of inclusivity and education, so customers can feel rest assured they are walking away with the best information possible with their purchases.

TRENDS offers its customers a variety of cannabis products, including pre-rolls, tinctures, edibles, vapes, and concentrates. The store also has a focus on promoting wellness with cannabis, offering cannabis products for sexual and personal health, as well as CBD options for pets.

“Being that my background is in health and wellness — I run a fitness gym in Harlem — we definitely wanted to focus on holistic wellness in our store as well, in addition to having specialty and novelty items,” said Rodney. “We like to do things differently.”

In addition to the storefront, TRENDS also has its own event space onsite and an art gallery with 10’ installations titled “Trending Through Time”, highlighting the history of cannabis. . The brothers want the store to serve as a hub for the community.

“We intend to hold all types of events, anywhere from comedy shows to fashion shows, to movie nights, elevated yoga.  We’re looking to do tea parties, a few dinner parties, our art gallery,” said Rodney. “We wanna transition into an art gallery at some point and also have like monthly installations, listening parties for different artists and book signings. So it’s a lot of different engaging immersive experiences we like to bring to the community.”

“We’re a cultural hub community and that’s the difference between a real lifestyle brand that not only sells cannabis, but we also sell health and wellness. We also sell knowledge and information through our podcast Trends and Friends,” said Rodney. “We also sell swag, we have some amazing merch. Our merch could stand alone to be a fashion line in itself.”

About the Author

Emily Davenport

Emily Davenport is the Digital Editor of amNewYork Metro. She covers entertainment, business and things to do stories around New York City, both in writing and through video. Outside of work, you can find her exploring the city or hanging out at home with her cranky bird.

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Claudia Looi

Touring the Top 10 Moscow Metro Stations

By Claudia Looi 2 Comments

Komsomolskaya metro station looks like a museum. It has vaulted ceilings and baroque decor.

Hidden underground, in the heart of Moscow, are historical and architectural treasures of Russia. These are Soviet-era creations – the metro stations of Moscow.

Our guide Maria introduced these elaborate metro stations as “the palaces for the people.” Built between 1937 and 1955, each station holds its own history and stories. Stalin had the idea of building beautiful underground spaces that the masses could enjoy. They would look like museums, art centers, concert halls, palaces and churches. Each would have a different theme. None would be alike.

The two-hour private tour was with a former Intourist tour guide named Maria. Maria lived in Moscow all her life and through the communist era of 60s to 90s. She has been a tour guide for more than 30 years. Being in her 60s, she moved rather quickly for her age. We traveled and crammed with Maria and other Muscovites on the metro to visit 10 different metro stations.

Arrow showing the direction of metro line 1 and 2

Moscow subways are very clean

To Maria, every street, metro and building told a story. I couldn’t keep up with her stories. I don’t remember most of what she said because I was just thrilled being in Moscow.   Added to that, she spilled out so many Russian words and names, which to one who can’t read Cyrillic, sounded so foreign and could be easily forgotten.

The metro tour was the first part of our all day tour of Moscow with Maria. Here are the stations we visited:

1. Komsomolskaya Metro Station  is the most beautiful of them all. Painted yellow and decorated with chandeliers, gold leaves and semi precious stones, the station looks like a stately museum. And possibly decorated like a palace. I saw Komsomolskaya first, before the rest of the stations upon arrival in Moscow by train from St. Petersburg.

2. Revolution Square Metro Station (Ploshchad Revolyutsii) has marble arches and 72 bronze sculptures designed by Alexey Dushkin. The marble arches are flanked by the bronze sculptures. If you look closely you will see passersby touching the bronze dog's nose. Legend has it that good luck comes to those who touch the dog's nose.

Touch the dog's nose for good luck. At the Revolution Square station

Revolution Square Metro Station

3. Arbatskaya Metro Station served as a shelter during the Soviet-era. It is one of the largest and the deepest metro stations in Moscow.

Arbatskaya Metro Station

4. Biblioteka Imeni Lenina Metro Station was built in 1935 and named after the Russian State Library. It is located near the library and has a big mosaic portrait of Lenin and yellow ceramic tiles on the track walls.

Lenin's portrait at the Biblioteka Imeni Lenina Metro Station

5. Kievskaya Metro Station was one of the first to be completed in Moscow. Named after the capital city of Ukraine by Kiev-born, Nikita Khruschev, Stalin's successor.

Kievskaya Metro Station

6. Novoslobodskaya Metro Station  was built in 1952. It has 32 stained glass murals with brass borders.

Novoslobodskaya metro station

7. Kurskaya Metro Station was one of the first few to be built in Moscow in 1938. It has ceiling panels and artwork showing Soviet leadership, Soviet lifestyle and political power. It has a dome with patriotic slogans decorated with red stars representing the Soviet's World War II Hall of Fame. Kurskaya Metro Station is a must-visit station in Moscow.

Ceiling panel and artworks at Kurskaya Metro Station

8. Mayakovskaya Metro Station built in 1938. It was named after Russian poet Vladmir Mayakovsky. This is one of the most beautiful metro stations in the world with 34 mosaics painted by Alexander Deyneka.

Mayakovskaya station

One of the over 30 ceiling mosaics in Mayakovskaya metro station

9. Belorusskaya Metro Station is named after the people of Belarus. In the picture below, there are statues of 3 members of the Partisan Resistance in Belarus during World War II. The statues were sculpted by Sergei Orlov, S. Rabinovich and I. Slonim.

10. Teatralnaya Metro Station (Theatre Metro Station) is located near the Bolshoi Theatre.

Teatralnaya Metro Station decorated with porcelain figures .

Taking the metro's escalator at the end of the tour with Maria the tour guide.

Have you visited the Moscow Metro? Leave your comment below.

January 15, 2017 at 8:17 am

An excellent read! Thanks for much for sharing the Russian metro system with us. We're heading to Moscow in April and exploring the metro stations were on our list and after reading your post, I'm even more excited to go visit them. Thanks again 🙂

December 6, 2017 at 10:45 pm

Hi, do you remember which tour company you contacted for this tour?

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