Online Travel Agent Market Report 2026

The online travel agent market size has grown strongly in recent years. It will grow from $943.16 billion in 2025 to $996.12 billion in 2026 at a compound annual growth rate (CAGR) of 5.6%. The growth in the historic period can be attributed to rising internet accessibility, increasing global travel activities, growth in digital travel services, expansion of online booking platforms, early adoption of web based travel planning.

The online travel agent market size is expected to see strong growth in the next few years. It will grow to $1.24 trillion in 2030 at a compound annual growth rate (CAGR) of 5.8%. The growth in the forecast period can be attributed to increasing digital tourism engagement, rising preference for flexible travel booking, growing reliance on online travel ecosystems, strengthening convenience based travel demand, expanding personalized travel service offerings. Major trends in the forecast period include rising preference for online travel booking platforms, growing demand for convenient digital travel planning, increasing use of online channels for travel purchases, rising popularity of internet based travel services, growing reliance on virtual travel assistance solutions.

The rapid increase in smartphone users along with expanding internet penetration is expected to drive the growth of the online tourism industry and support business opportunities for travel agents during the forecast period. Greater internet accessibility and the rising number of smartphone users are encouraging consumers to shift toward online platforms for booking travel tickets and accommodations. For example, in December 2023, according to DemandSage, a US-based data reporting and analytics solutions provider, 86% of the global population owned a smartphone, with 6.8 billion smartphone users worldwide as of 2023. In the United States, 94.4% of millennials owned a smartphone, and nearly half of the population spent between five and six hours per day using smartphones. As a result, the growing number of smartphone users combined with increasing internet penetration is expected to drive revenue growth in the online travel agent market in the coming years.

Major companies operating in the online travel agent market are concentrating on developing innovative offerings such as artificial intelligence (AI)-enabled personalized trip planning tools and conversational booking assistants to improve user engagement and streamline travel processes. AI-enabled personalized trip planning and conversational booking assistants utilize advanced machine learning and natural language processing to understand traveler preferences, deliver customized recommendations, simplify search activities, and support bookings from discovery through fulfillment across multiple devices and languages. For instance, in August 2025, MakeMyTrip Limited, an India-based online travel agency, launched a GenAI-powered trip planning assistant called Myra. This assistant offers multilingual conversational support in Hindi and English, real-time personalized travel recommendations, and seamless booking integration for flights, accommodation, and ground transportation, with the goal of simplifying and personalizing travel planning and reservation workflows.

In July 2023, EaseMyTrip, an India-based online travel agent company, completed the acquisition of three travel companies - Guideline Group, Tripshope Online, and Dook Travels - for an undisclosed amount. This strategic acquisition is aimed at strengthening EaseMyTrip's presence in both the Indian and overseas travel agency markets. Each of the three acquired firms contributes unique expertise, with Guideline Travels specializing in outbound and cruise travel segments, Dook Travels focusing on destination management services in CIS countries, and Tripshope Online offering a comprehensive range of travel products, including hotel and flight reservations.

Major companies operating in the online travel agent market report are Booking Holdings, Expedia Group, Airbnb, Trip.com Group Limited, TripAdvisor, eDreams ODIGEO, Despegar, MakeMyTrip Limited, lastminute.com NV, Hostelworld Group, Traveloka, Yatra Online Limited, Easy Trip Planners Limited (EaseMyTrip), Ixigo (Le Travenues Technology Limited), On The Beach Group Plc, Secret Escapes Group, Voyage Privé, Tuniu Corporation, Tongcheng Travel Holdings, Klook Travel Technology Limited.

Asia-Pacific was the largest region in the online travel agent market in 2025. Western Europe was the second largest region in the global online travel agent market Share. The regions covered in the online travel agent market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the online travel agent market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The online travel agent market consists of revenues earned by entities that are engaged in selling travel services through online channels. Travel agents are engaged in the sales of travel services such as flights, buses, vacation packages, hotels, and rental cars via online networks. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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