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Global Online Travel Market 2019

Global Online Travel Market 2019

Online share of travel sales worldwide nears 50%

Global digital travel sales are growing
Online travel sales worldwide are projected to increase at a single-digit growth rate annually between 2019 and 2022, outpacing the overall travel market. As a result, the online share of global travel sales nears 50% and is projected to increase further over the next several years.

Leading digital travel markets
The top online travel markets from different global regions include the USA, China, and the UK. Furthermore, the countries of Southeast Asia are expanding rapidly, while the growth rates in the mature markets of Europe and North America are declining. Another fast-growing digital travel market is the Middle East, where currently only around one-third of travel bookings are online.

Top OTAs globally
The leading online travel agencies worldwide include Booking.com, Expedia and Trip.com. Booking.com also ranks as the top travel website by number of visits. In addition, the competition is intensifying and travel unicorns are flourishing, led by Airbnb which is planning an IPO for 2020.


1. Management Summary
2. Global
Online Travel Market Overview & Trends, November 2019
Online Share of Total Travel Sales, in %, by Region, 2018
Online Travel Sales, in USD billion, 2019f & 2023f
Online Share of Travel Sales, in %, 2024f
Top 9 Areas of Expected Innovation in Travel, May 2019
Potential Use Cases of Artificial Intelligence (AI) in Travel Customer Journey, by Customer Use and Company Use, March 2019
Share of Travelers Who Are Frustrated When They Are Not Able to Access Their Booking Information 24/7 on Their Mobile Device, in %, 2019
Share of Travelers Who Believe That AR/VR Technology Could Help Them Better Plan Their Trips, in %, 2019
Top 20 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, October 2019
Top 12 Travel Unicorn Startups by Valuation, in USD billion, August 2019
3. North America
3.1. USA
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2017 - 2022f
Breakdown of Hotel and Lodging Online Gross Bookings, by Direct and OTAs, in %, 2018 & 2022f
Share of Hotel Direct Room Booking Revenues via Mobile Devices, in %, 2018 & 2022f
Booking Channels Used, in % of Travelers, by Generation, 2018
Share of Travelers Who Believe That Chatbots/Digital Assistants Would Make The Booking Experience Easier and Frictionless, in %, by Generation, 2018
Share of Travelers Who Would Be Comfortable Booking a Trip by Voice, in %, 2018
Combined Market Share of the Top 2 OTAs, in %, 2018e
3.2. Canada
Product Categories Purchased Online, incl. “Flights and Travel Packages”, in % of Adult Internet Users, March 2019
4. Asia-Pacific
4.1. Regional
Online Travel Sales, in USD billion, 2018 & 2021f
Online Share of Travel Sales, in %, 2018
Travel Site Users, in millions, by Selected Countries, January 2019
Travel Site User Penetration, in % of Internet Users, by Selected Countries, January 2019
Breakdown of Travel Site Users by Device Used, in %, by Selected Countries, January 2019
Online Travel Sales, in USD billion, by Vacation Rentals, Hotels and Flights, in USD billion, 2015, 2019f & 2025f
Online Ride Hailing Sales, in USD billion, by Online Transportation and Online Food Delivery, in USD billion, 2015, 2019f & 2025f
4.2. China
Online Travel Sales, in CNY billion, Year-on-Year Change, in %, 2015 - 2022f
Online Share of Total Travel Sales, in %, 2015 – 2022f
Breakdown of Online Travel Sales by Segment, in %, Q2 2019
Online Flight Ticket Booking Sales, in CNY billion, Year-on-Year Change, in %, 2015 - 2022f
Top 10 Travel Websites by Monthly Unique Visitors, in millions, July 2019
Market Shares of Top 3 OTAs, in %, Q2 2019
4.3. Japan
B2C E-Commerce Service Sales by Category, in JPY billion, and Year-on-Year Change, in %, incl. Travel Services, 2017 & 2018
Online Travel Sales, in USD billion, 2019f & 2023f
Online Share of Total Travel Sales, in %, 2018 – 2020f
Breakdown of Online Travel Sales by Segment, in %, 2018
Top 10 Travel Websites by Visitors, in millions, 2018
4.4. South Korea
Retail E-Commerce Sales by Product Category, in KRW bil., incl. Travel, 2017, 2018 & H1 2019
M-Commerce Sales by Product Category, in KRW billion, incl. Travel, 2017, 2018 & H1 2019
Online Travel Sales, in USD billion, 2019f & 2023f
Top 10 Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel Products”, 2017 & 2018
4.5. India
Total Travel Spending, in USD billion, Online Share, in %, and Online Travel Spending, in USD billion, 2018 & 2021f
Online Share of Total Travel Bookings, in %, 2019e & 2022f
Breakdown of Channels Used to Book Travel Tickets and Hotels, by Online and Offline, in % of Travelers, 2018
Breakdown of Channels Used to Book Travel Tickets and Hotels, in % of Travelers, 2018
4.6. Australia & New Zealand
Online Share of Total Travel Sales, in %, 2018
4.7. Indonesia
Online Travel Sales, in USD billion, 2015, 2019f & 2025f
4.8. Thailand
Online Travel Sales, in USD billion, 2015, 2019f & 2025f
4.9. Singapore
Online Travel Sales, in USD billion, 2015, 2019f & 2025f
Top 5 Product Categories Purchased Online, in % of Online Shoppers, 2018
4.10. Vietnam
Online Travel Sales, in USD billion, 2015, 2019f & 2025f
4.11. Malaysia
Online Travel Sales, in USD billion, 2015, 2019f & 2025f
4.12. Philippines
Online Travel Sales, in USD billion, 2015, 2019f & 2025f
Product Categories Purchased in E-Commerce, in % of Online Shoppers, July 2018
5. Europe
5.1. Regional
Total Travel Sales, in EUR billion, Online Share of Travel Sales, in %, and Online Travel Sales, in EUR billion, 2018e, 2019f & 2022f
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2018
Share of Individuals Buying “Travel and Holiday Accommodation” Online, by EU Countries and Selected Non-EU Countries, in %, 2018
5.2. UK
Product Categories Purchased Online, in % of Adults, incl. “Travel Arrangements” and “Holiday Accommodation”, Q1 2019
Share of Adults Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2019
Devices Used to Book Holidays Online, in % of Travelers Who Booked Online, 2018
Travel Sales Breakdown by Online and Offline, in % and in GBP million, 2023f
Top 15 OTAs by Number of Unique Visitors to Websites, in thousands, January 2019
5.3. Germany
Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel and Holiday Accommodation”, 2017 & 2018
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2018
Share of Travelers Who Booked Their Trip Online, in %, 2008-2018
Channels Used by Travelers to Find Information About Travel or Book Their Trip, in %, 2018
Types of Trips Booked via Digital Channels, in % of Travelers Who Book via Digital Channels, by 2-4 Day Trips, and 5+ Day Trips, 2018
5.4. France
Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel and Holiday Accommodation”, 2017 & 2018
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2018
Top 20 Travel Websites/Applications, by Number of Unique Visitors per Month, in thousands, January 2019
5.5. Italy
Online Travel Sales, in EUR billion, 2018 & 2019f
Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel and Holiday Accommodation”, 2017 & 2018
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2018
5.6. Spain
Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel and Holiday Accommodation”, 2017 & 2018
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2018
5.7. Netherlands
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2018
5.8. Russia
Online Travel Sales, in RUB billion, 2017 & 2018
Share of Online Shoppers Who Purchased Travel Services Online, in %, 2018
5.9. Turkey
Online Travel Sales, in TRY billion, 2017 & 2018
Product Categories Purchased Online, in % of Online Shoppers, Q1 2018 & Q1 2019
5.10. Poland
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2018
6. Latin America
6.1. Regional
Total Travel Sales, by Online Travel Sales, and Offline Travel Sales, in USD billion, 2018
Online Share of Total Travel Sales, in %, 2018 & 2021f
6.2. Brazil
Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel”, May 2018
Share of Smartphone Internet Users Who Booked Accommodation via Smartphone App, in %, March 2016 – March 2019
Smartphone Apps Used to Book Accommodation, in % of Smartphone Internet Users Who Booked Accommodation via Apps, March 2019
6.3. Mexico
Product Categories Purchased Online, incl. “Transportation”, “Travel”, and “Accommodation”, in % of Online Shoppers, 2018
Breakdown of Average Quarterly Online Spending on Travel-Related Categories, in % of Online Shoppers Purchasing from Each Category, 2018
6.4. Argentina
Online Travel Sales, in ARS billion, and Year-on-Year Change, in %, 2014 - 2018
7. Middle East & Africa
7.1. Regional
Online Travel Sales, by OTAs, Supplier Website and Supplier App, in USD billion, 2021f
Online Share of Gross Travel Bookings, in %, 2018 & 2022f
7.2. UAE
Product and Service Categories Purchased Online, in % of Online Shoppers, incl. “Flight Bookings”, 2017 & 2018
7.3. Saudi Arabia
Top 5 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Saudi Arabia’s Share of Total Visits, in %, October 2019
7.4. South Africa
Share of Online Shoppers Purchasing Flights and Accommodation Online, in %, March 2019
7.5. Bahrain
Top 5 Product Categories Purchased Online, in % of Online Shoppers, 2018
7.6. Morocco
Share of Internet Users Who Used Online Travel or Accommodation Services Related to Travel, in %, 2018
Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2018

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