Parsing Shop and Book 2016: How Airlines, Hotels and OTAs Compete on the Desktop and Mobile Web

Summary

With online channels accounting for a projected 45% of total gross bookings in 2016, the U.S. online travel market is relatively mature. As organic gains slow, the battle for online market share among suppliers and intermediaries is increasingly competitive. Airlines and hotels face powerful intermediaries in a highly consolidated online travel agency (OTA) market – with mobile emerging as a wild card and traveler behavior varying significantly by segment and channel.

Phocuswright partnered with ADARA Global to conduct a comprehensive analysis of online travel traffic trends in the U.S. This report sizes the U.S. online travel market by traffic and examines key trends in conversion, clickstream and site rankings. U.S. Traffic Report 2016 also assesses online shopping and purchase dynamics by considering channel, devices, operating system, loyalty status, and more.

Topics include:

• Size of the market (traffic) across the U.S. air and hotel segments
• Mobile activity – which devices travelers use during different stages of the trip life cycle, and mobile’s impact on website traffic
• Referral analysis and organic search’s share of referral traffic
• Analysis of booking and shopping patterns across channels

Purchase Phocuswright's Parsing Shop and Book 2016: How Airlines, Hotels and OTAs Compete on the Desktop and Mobile Web to understand the dynamics surrounding online travel shopping patterns and optimize your online performance.