Global Online Travel Market 2018

  • ID: 4659340
  • Report
  • Region: Global
  • 156 pages
  • yStats GmbH & Co. KG
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Millennials Set Global Online Travel Market Trends

Trends affecting online travel analyzed in new report

Online travel bookings continue global growth

Online sales of travel related services continue to increase worldwide, with trends such as peer to peer sharing and mobile booking driving the growth, according to projections included in a new report titled “Global Online Travel Market 2018.”

Peer to peer travel services expand

The popularity of accommodation and ride-sharing services among young adults boosts the expansion of online travel services, especially in the Western Hemisphere. Airbnb leads its lodging-sharing competitors and its website is among the top three travel websites globally, as reported in the report. Peer-to-peer ride services such as Uber and Lyft, accessed through smartphone, are spreading in many locations, led by North America.

Booking through mobile device drives growth of online travel sales

Smartphone users are increasingly comfortable making travel arrangement through their device, with travel applications increasing to facilitate this trend.  Travelers in Latin America and the Asia Pacific region lead the movement to mobile bookings, though globally, computers still are the principal channel for making travel arrangements, according to surveys cited in the report.

Questions Answered in this Report

  • What is the size of the online travel market and what are the predictions for 2022?
  • Which countries are leading in terms of online travel sales?
  • Which online travel trends are prevailing worldwide?
  • How is the online market for travel services evolving in 30+ countries across all global regions?
  • Who are the major players on the online travel market?

Secondary Market Research
Reports are exclusively based on secondary market research. Our researchers derive information and data from a variety of reliable published sources and compile the data into understandable and easy-to-use formats.

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1. Management Summary

2. Global Developments
Overview of Online Travel Market, September 2018
Overview of Online Travel Market Trends, September 2018
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2017 - 2022f
Total Travel Sales, in USD billion, and Online Travel Share, in %, by Regions and Global, 2018f
Online Media Sources Used Regularly to Find Inspiration for Purchases, incl. “Travel Review Websites”, in % of Global Online Shoppers, March 2018
Breakdown of Bookings by Device, by Desktop, Smartphone and Tablet, in %, by Regions and Global, Q4 2017
Breakdown of Bookings by Device, by Desktop, Smartphone and Tablet, in % of Bookings, by Travel Category, Q4 2017
Sharing Economy Platform Provider Revenues, in USD billion, 2017e & 2022f
Breakdown of Sharing Economy Platform Provider Revenues by Regions, in %, 2022f
Airbnb’s Revenue and Profit, in USD million, 2017
Ride-Hailing Revenues, in USD billion, 2017e & 2030f
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 %, August 2018 (1 of 2)
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 %, August 2018 (2 of 2)

3. North America
3.1. Regional
Online Travel Sales, in USD billion, Year-on-Year Change, in %, and Share of Global Online Travel Sales, in %, by Canada and the USA and North America, 2016 - 2021f
Breakdown of Hotel Booking Method by Channel, by Branded Hotel Channel, OTAs and Other, in % of Bookings, 2015 – 2018f
3.2. USA
Online Travel Sales, by Desktop/Laptop and Mobile, in USD billion, 2017 – 2022f
Number of Mobile Travel Bookers by device, by Smartphone and Tablet, in millions, 2016 – 2021f
Share Mobile Travel Bookings via OTAs, in % of Total Mobile Bookings, 2016 & 2017f
Sharing Economy User Penetration, in % of Adult Internet Users, 2017
Number of Airbnb Users, in millions, and Year-on-Year Change, in millions, 2017-2018e and 2021f
3.3. Canada
Product Categories Purchased Online, incl. “Flights and Travel Packages”, in % of Online Shoppers, March 2017
Online Travel Sales, in CAD billion, and Year-on-Year Change, in %, 2016-2017e
Online Travel Market Share, in % of Total Travel Market, 2017 & 2021f
Online Travel Booker Penetration, in % Total Traveler Bookers, 2014 & 2017
Number of Unique Visitors to Travel Websites, by Travel Information Websites, Online Travel Agents and Airlines Websites, by Desktop and Mobile, in thousands, April 2017 & July 2017

4. Asia-Pacific
4.1. Regional
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 - 2021f
Mobile Travel Sales Share, in % of Total Digital Travel Sales, 2011 - 2020f
Online Travel Sales, in USD billion, by Country, and CAGR, in %, 2017e-2020f
Mobile Travel Sales, in USD billion, by Country, and CAGR, in %, 2017e-2020f
B2C E-Commerce Sales, Online Travel Sales, Online Media Sales, and Digital Ride Hailing Sales in Southeast Asia, in USD billion, 2015, 2017e, 2025f, and CAGR, in %, 2015 - 2025f
4.2. China
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2017 - 2021f
Online Travel Sales, in CNY billion, Year-on-Year Change, in %, 2015 - 2022f
Top 3 Categories of Products and Services by Retail E-Commerce Sales in Rural Areas, incl. “Online Travel”, in CNY billion, and Year-on-Year Change, in %, 2017
Breakdown of the Most Popular Accommodation Booking Methods, in % of Travelers, May 2018
Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Holiday Travel Booking, in %, Q4 2017
Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Air Ticket Reservation and Online Hotel Booking, in %, Q4 2017
4.3. Japan
Online Travel Sales, in JPY trillion, and Year-on-Year Change, in %, 2013 – 2017
B2C E-Commerce Service Sales by Category, in JPY billion, incl. “Travel Services”, and Year-on-Year Change, in %, 2016 & 2017 
Mobile Share of Online Travel Bookings, in %, 2016 & 2017
Breakdown of Average Monthly Online Spending per Household by Products and Services, incl. “Accommodation Services”, in %, 2017
4.4. India
Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
Online Travel Sales, in INR billion, and Year-on-Year Change, in %, 2017 – 2018e
Breakdown of Online Travel Sales by Sub-Categories, in INR billion and in %, 2017
Breakdown of Purchase Transactions in Selected Product Categories, by Purely Online, Purely Offline and Mixed, incl. “Travel Tickets” and “Package Tours”, in %, 2017
4.5. South Korea
Online Travel Sales, in KRW trillion, 2013 - 2017
E-Commerce Sales by Product Category, in KRW billion, incl. “Travel Arrangement and Reservation Services”, 2016 & 2017, and Year-on-Year Change, in %, 2017 vs. 2016
Mobile Share of Online Travel Sales, in % and in KRW trillion, 2016 & 2017
Top 10 Product Categories Purchased Online, incl. “Travel Products”, in % of Online Shoppers, 2016 & 2017
Product Categories Purchased Online, by Mobile and PC, incl. “Travel”, in % of Online Shoppers, January 2018
4.6. Australia
Product Categories Purchased Online, incl. “Travel Tickets, Accommodation or Related Services”, by Number of Online Shoppers, in thousands, by Age Group and Gender, FY 2016/2017
Product Categories Purchased Online, incl. “Travel Tickets, Accommodation or Related Services”, in % of Online Shoppers, by Age Group and Gender, FY 2016/2017
4.7. Indonesia
Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
4.8. Thailand
Activities Carried Out Online, incl. “Book Hotel”, incl. Shopping, in % of Internet Users, July 2017
Product Categories Purchased in E-Commerce, incl. “Booking Service”, in % of Online Shoppers, Q1 2017
Product Categories Purchased in E-Commerce, incl. “Travel, Tourism Services”, in % of Online Shoppers, July 2017
Breakdown of Value of Products and Services Purchased Online, by Category, incl. “Travel, Tourism Services”, in % of Online Shoppers in Each Category, July 2017

5. Europe
5.1. Regional
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers in the EU, 2017
Share of Online Shoppers Buying “Travel and Holiday Accommodation” Online, by EU Countries, FYROM, Norway and Turkey, in % of Online Shoppers and in % of Individuals, 2016 & 2017 (1 of 2)
Share of Online Shoppers Buying “Travel and Holiday Accommodation” Online, by EU Countries, FYROM, Norway and Turkey, in % of Online Shoppers and in % of Individuals, 2016 & 2017 (2 of 2)
Breakdown of Online Hotel Bookings by Channel, by OTAs and Direct Online Suppliers, in % of Bookings, 2017 & 2021f
Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016-2017e
Online Travel Sales, in USD billion, by Russia, Other Countries and Total, 2016 - 2021f
5.2. UK
Product Categories Purchased Online, in % of Adults, incl. “Holiday Accommodation” and “Travel Arrangements”, Q1 2017
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
Devices Used to During the Path to Purchase Travel Products, in % of Online Traveler Bookers, April 2017
Online Channels Used by Travelers to Plan Their Most Recent Trip, in % of Online Traveler Bookers, April 2017
Top 10 Travel Websites, by Average Monthly Visits, in millions, August 2016 – July 2017
5.3. Germany
Product Categories Purchased Online, incl. “Travel Accommodation” and “Other Travel Services”, in % of Online Shoppers, Q1 2016 & Q1 2017
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
Interactive Retail Sales of Services, by Category, incl. “Package Tour, Accommodation”, in EUR billion, 2016 & 2017
Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
Devices Used to During the Path to Purchase Travel Products, in % of Online Traveler Bookers, April 2017
5.4. France
Product Categories Purchased Online, incl. “Travel/ Tourism”, in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in 2018
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
Devices Used to During the Path to Purchase Travel Products, in % of Online Traveler Bookers, April 2017
Top 15 E-Commerce Websites/Applications, incl. “Booking.com”, by Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, Q1 2018
5.5. Spain
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2017
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
5.6. Italy
B2C E-Commerce Sales by Category, incl. “Tourism”, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2017 & 2018f
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017
5.7. Russia
B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, incl. “Online Travel”, 2016 & 2017
Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2018f
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 - 2022f
Breakdown of Online Travel Sales by Sub-Category, in %, 2016 & 2017
Product Categories Purchased Online, incl. “Travel Services and Tickets”, in % of Online Shoppers, 2016 & 2017
5.8. Netherlands
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
5.9. Sweden
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017
Breakdown of Online Travel Sales, by Category, in %, 2017 
5.10. Denmark
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
Breakdown of B2C E-Commerce Sales by Goods, Services, and Travel, in %, 2017 
Breakdown of Top 20 Most Used Websites for Online Shopping, incl. “Hotels.com”, in % of Online Shoppers, H1 2017
5.11. Turkey
E-Commerce Sales by Segment, incl. “Holiday and Travel”, in TRY billion, 2015 – 2017
Product Categories Purchased Online, incl. “Travel Arrangements”, in % of Online Shoppers, 2016 & 2017
Examples of Online Shops by Type and Category, incl. “Travel”, May 2018
5.12. Belgium
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017
Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
5.13. Poland
Product Categories Purchased Online, incl. “Holiday Tours, Accommodation and Tickets”, in % of Online Shoppers, 2016 & 2017
Product Categories Purchased Online, incl. “Travel and Bookings”, in % of Online Shoppers, April 2018
5.14. Ukraine
Product Categories Purchased Online, incl. “Travel Tickets”, “Reservation Services” and “Travel”, in % of Online Shoppers, October 2017
6.  Latin America
6.1. Regional
Online Travel Sales Share, in % of Global Digital Travel Sales, 2016 - 2021f
Online Travel Sales, by Argentina, Mexico, Brazil, Other Countries of Latin America, in USD billion, and CAGR, in %, 2016 - 2021f
6.2. Brazil
Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, June 2017
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 – 2021f
Breakdown of Accommodation Booking Apps, in % of App Booking Travelers, March 2018
6.3. Mexico
Product Categories Purchased Online, incl. “Reservations and Tickets”, in % of Online Shoppers, 2017
Product Categories Purchased Online by Device, incl. “Travel”, in % of Online Shoppers, August 2017
Transactions Conducted via Mobile App, in % of Mobile Device Owners, August 2017
6.4. Argentina
Online Travel Sales, in ARS billion, and Year-on-Year Change, in %, 2014 - 2017
Digital Travel Services Purchased via Mobile, incl. “Hotel Reservation” and “Airplane Tickets”, by Age Group, in % of Mobile Internet Users, April 2017

7. Middle East
7.1. Regional
Devices Used for Research Travel Offers and Information Online, in % of Travelers, March 2018
Breakdown of Travel Offers Research and Book by Channels, incl. Online and Offline, in % of Travelers, March 2018
Breakdown of Online Hotel Bookings by Channel, by OTAs and Direct Online Suppliers, in % of Bookings, 2017
Top Travel Websites Used for Booking, in % of Travelers, March 2018
7.2. Saudi Arabia
Share of Travel Bookings by Device, in % of Total Travel Bookings, H1 2018
Channels Used to Purchase Selected Categories of Services, by Online, Offline and Both, in % of Respondents, May 2017
7.3. UAE
Online Channels Used For Travel Option Research, in % of Adults, April 2017
Share of Travel Bookings via Mobile, in % of Total Travel Bookings, H1 2018
Top 10 Travel Related Brands That First Come to Mind, in % of Travelers, March 2018

8. Africa
8.1. South Africa
Breakdown of Latest Online Purchase by Product Categories, incl. “Travel Purchases”, in % of Online Shoppers, August 2017
8.2. Egypt
Breakdown of Travel Offers Research and Book by Channels, incl. Online and Offline, in % of Travelers, March 2018
Top Travel Websites Used for Booking, in % of Travelers, March 2018
8.3. Kenya
Breakdown of Channels Used for Research Travel Offers and Information Online, in % of Travelers, August 2017
8.4. Morocco
Top 15 Product Categories Purchased Online, incl. “Travel Products”, in % of Online Shoppers, 2017

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The online travel market is expanding worldwide and projected to maintain positive  dynamics despite a slowing growth rate in recent years. Global digital travel sales are expected to approach almost a 50% milestone in share of total travel sales in 2018, according to a forecast cited in a new publication. Much of the growth in the travel sector is expected to come from millennials and younger travelers who have high service expectations, make decisions based on travel recommendations and reviews and expect a personalized customer approach in their travel purchase journey.

North America is forecasted to remain the world’s largest online travel market in terms of online share of total travel sales in 2018, revealed in the report. Global peer-to-peer brands like the lodging sharing services, Airbnb and Uber and the ride-hailing services, such as Uber and Lyft, continue to grow in popularity with the Millennial generation. North and Latin America are expected to generate more than a half of the global sharing economy platform provider revenue and to become the main consumers of the P2P services through 2022. Airbnb.com also ranked third in the global ranking of the travel websites, after Booking.com and TripAdvisor.com in terms of total visits in August 2018.

The adoption of mobile booking technology and travel apps plays a significant role in the continued development of the global travel market. Countries of Latin America and Asia-Pacific were the leaders of mobile booking adoption, where smartphone users reported that they are comfortable researching, booking and planning their entire trips using only a mobile device. Despite of that, desktop remains the main booking channel globally, as the report shows.  

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