This was partly due to the increased security felt going direct, and that more people were taking local trips only, so it was easier to directly contact suppliers.ĬOVID bought with it a lot of uncertainty, and caused the demise of many traditional travel agents, along with new trends such as independent OTAs and OTAs becoming planners and providers, offering customers more security if things go wrong with a trip. Targeting repeat customers is 5-15 times cheaper to acquire than new customers.ĭue to the pandemic, OTA penetration fell drastically as travellers reached out directly to suppliers. Booking Group reported it spent $3.8 billion on marketing in 2021, 35% of the $11 billion in revenue.Įxpedia's loyalty program has around 155 million members. In 2021, Expedia spent nearly 45.8% of net revenues on marketing, resulting in a marketing spend of $3.9 billion in marketing presence. In order to compete with direct bookings during the pandemic, OTAs invested heavily in loyalty programs and technology to support it. However, according to a Google study, 52% of travellers visit a hotel website after seeing it on an OTA, and 20% of direct bookings occurred after a hotel was found on an OTA. In 2022, nearly 70% of respondents prefer to book with OTAs over direct with suppliers. ![]() Statista estimates that by 2026, online sales will make up 73% of all revenue in travel and tourism. It's estimated that over 700 million people will make a booking online in 2023.ī was the most globally visited travel and tourism website in May 2022, when it received 564 million visits. People are more likely to go through with their bookings when using desktop (2.4% conversion rate) than mobile (0.7%). In 2022, 64% of those booking online make online purchases on desktop and 44% make them on a mobile device. In 2021, OTA hotel gross bookings rose 97% from 2020 to nearly $41 billion, almost reaching 2019 levels. Millennials prefer to book hotels via travel agencies but 52% browse the hotel’s website for more information.Ĭonsumer intent for flying and online hotel booking was 50% more in September 2021 than it was in September 2020. In 2022, nearly 70% of respondents prefer to book with OTAs over direct with suppliers. Sales via mobile have been increasing compared to desktop or laptop, from only 36% to nearly 50% of all digital travel sales.ħ0% of travellers research travel on their smartphone.Ĩ3% of US adults now prefer to book their travel online.ģ3% of consumers say they've used a virtual travel assistant to help organise and plan their next trip.ģ9% of users would use an app over using the mobile website because of the speed, while 30% enjoy the increased functionality of a mobile app.Ģ0% of users also report that they download travel booking apps because of the better user experience.ħ2%of mobile bookings happen within 48 hours of last-minute Google searches. In 2021, was the online travel agency with the highest revenue at $11 billion, compared to $15.1 billion in 2019. Online travel booking accounted for 63% of the approximately $1.2 trillion the travel industry generates every year. ![]() ![]() The COVID-19 pandemic caused the online travel industry to see a decline from $744.7 billion in 2019 to $595.8 billion in 2020.Ĭovid-19 caused ’s revenue to decrease by more than 50% in 2020, to just $6.8 billion.Įxpedia experienced a similar decrease from $12 Billion the previous year to around $5.2 billion in 2020. Here we present some crucial online travel booking statistics, including how the online travel market has changed post-pandemic, what the future holds for OTA’s and changing customer behaviour in a post-pandemic world. With the demise of many traditional travel agents due to the COVID-19 pandemic, travellers post pandemic are booking online more than ever before, with around 82% of travellers booking through a website or mobile app. Consumers aren’t ready to leave their laptop in the drawer, with mobile booking conversions still much lower than the trusted desktop, 39% of online customers do prefer to use apps due to the speed and ease of functionality over desktop, however, will still use desktop to complete bookings. ![]() It's estimated that over 700 million people will make a booking online in 2023, and the online travel market has been valued at $2.3 trillion in 2023 and expected to grow at a compound annual growth rate (CAGR) of 10.3% over the forecast period. Explore the Online Travel Market, Including Growth, Technology & The Future of Online Travel Bookings
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