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Online travel market - statistics & facts

How big is the online travel market, what are the leading online travel agencies (otas), what travel products do consumers book online, key insights.

Detailed statistics

Online travel market size worldwide 2017-2028

Distribution of sales channels in the travel and tourism market worldwide 2018-2028

Most popular travel and tourism websites worldwide 2024

Editor’s Picks Current statistics on this topic

Online Travel Market

Market cap of leading online travel companies worldwide 2023

Further recommended statistics

Industry overview.

• Premium Statistic Market size of the tourism sector worldwide 2011-2024
• Premium Statistic Travel and tourism revenue worldwide 2019-2028, by segment
• Premium Statistic Distribution of sales channels in the travel and tourism market worldwide 2018-2028
• Premium Statistic Online travel market size worldwide 2017-2028
• Premium Statistic Revenue of the travel apps industry worldwide 2017-2027
• Premium Statistic Estimated EV/Revenue ratio in the online travel market 2024, by segment
• Premium Statistic Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Market size of the tourism sector worldwide 2011-2024

Market size of the tourism sector worldwide from 2011 to 2023, with a forecast for 2024 (in trillion U.S. dollars)

Travel and tourism revenue worldwide 2019-2028, by segment

Revenue of the global travel and tourism market from 2019 to 2028, by segment (in billion U.S. dollars)

Revenue share of sales channels of the travel and tourism market worldwide from 2018 to 2028

Online travel market size worldwide from 2017 to 2023, with a forecast until 2028 (in billion U.S. dollars)

Revenue of the travel apps industry worldwide 2017-2027

Revenue of the travel apps market worldwide from 2017 to 2027 (in billion U.S. dollars)

Estimated EV/Revenue ratio in the online travel market 2024, by segment

Estimated enterprise value to revenue (EV/Revenue) ratio in the online travel market worldwide as of April 2024, by segment

Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Estimated enterprise value to EBITDA (EV/EBITDA) ratio in the online travel market worldwide as of April 2024, by segment

Online bookings

• Premium Statistic Travel product online bookings in the U.S. 2024
• Premium Statistic Travel product online bookings in Canada 2024
• Premium Statistic Travel product online bookings in the UK 2024
• Premium Statistic Travel product online bookings in China 2024
• Premium Statistic Travel product online bookings in India 2024
• Premium Statistic Importance to book a trip fully online among travelers worldwide 2023, by generation

Travel product online bookings in the U.S. 2024

Travel product online bookings in the U.S. as of March 2024

Travel product online bookings in Canada 2024

Travel product online bookings in Canada as of March 2024

Travel product online bookings in the UK 2024

Travel product online bookings in the UK as of March 2024

Travel product online bookings in China 2024

Travel product online bookings in China as of March 2024

Travel product online bookings in India 2024

Travel product online bookings in India as of March 2024

Importance to book a trip fully online among travelers worldwide 2023, by generation

Share of travelers who think it is important to be able to book their trip entirely online worldwide as of July 2023, by generation

Market leaders

• Premium Statistic Revenue of leading OTAs worldwide 2019-2023
• Premium Statistic Marketing expenses of leading OTAs worldwide 2019-2023
• Premium Statistic Marketing/revenue ratio of leading OTAs worldwide 2019-2023
• Premium Statistic Number of employees at leading travel companies worldwide 2022
• Basic Statistic Market cap of leading online travel companies worldwide 2023
• Premium Statistic Number of aggregated downloads of leading online travel agency apps worldwide 2023
• Premium Statistic Most popular travel and tourism websites worldwide 2024

Revenue of leading OTAs worldwide 2019-2023

Leading online travel agencies (OTAs) worldwide from 2019 to 2023, by revenue (in million U.S. dollars)

Marketing expenses of leading OTAs worldwide 2019-2023

Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023 (in million U.S. dollars)

Marketing/revenue ratio of leading OTAs worldwide 2019-2023

Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023

Number of employees at leading travel companies worldwide 2022

Number of employees at selected leading travel companies worldwide in 2022

Market cap of leading online travel companies worldwide as of September 2023 (in million U.S. dollars)

Number of aggregated downloads of leading online travel agency apps worldwide 2023

Number of aggregated downloads of selected leading online travel agency apps worldwide in 2023 (in millions)

Most visited travel and tourism websites worldwide as of April 2024 (in million visits)

Booking Holdings

• Basic Statistic Revenue of Booking Holdings worldwide 2007-2023
• Premium Statistic Number of bookings through Booking Holdings worldwide 2010-2023, by segment
• Premium Statistic Operating income of Booking Holdings worldwide 2007-2023
• Premium Statistic Net income of Booking Holdings worldwide 2007-2023

Revenue of Booking Holdings worldwide 2007-2023

Revenue of Booking Holdings worldwide from 2007 to 2023 (in billion U.S. dollars)

Number of bookings through Booking Holdings worldwide 2010-2023, by segment

Number of bookings through Booking Holdings worldwide from 2010 to 2023, by business segment (in millions)

Operating income of Booking Holdings worldwide 2007-2023

Operating income of Booking Holdings worldwide from 2007 to 2023 (in billion U.S. dollars)

Net income of Booking Holdings worldwide 2007-2023

Net income of Booking Holdings worldwide from 2007 to 2023 (in billion U.S. dollars)

Expedia Group

• Premium Statistic Revenue of Expedia Group, Inc. worldwide 2007-2023
• Premium Statistic Revenue of Expedia Group, Inc. worldwide 2017-2023, by business model
• Premium Statistic Operating income of Expedia Group, Inc. worldwide 2007-2023
• Premium Statistic Net income of Expedia Group, Inc. worldwide 2007-2023

Revenue of Expedia Group, Inc. worldwide 2007-2023

Revenue of Expedia Group, Inc. worldwide from 2007 to 2023 (in billion U.S. dollars)

Revenue of Expedia Group, Inc. worldwide 2017-2023, by business model

Revenue of Expedia Group, Inc. worldwide from 2017 to 2023, by business model (in million U.S. dollars)

Operating income of Expedia Group, Inc. worldwide 2007-2023

Operating income of Expedia Group, Inc. worldwide from 2007 to 2023 (in million U.S. dollars)

Net income of Expedia Group, Inc. worldwide 2007-2023

Net income of Expedia Group, Inc. worldwide from 2007 to 2023 (in million U.S. dollars)

• Premium Statistic Airbnb revenue worldwide 2017-2023
• Premium Statistic Airbnb revenue worldwide 2019-2023, by region
• Premium Statistic Airbnb operations income worldwide 2017-2023
• Premium Statistic Airbnb net income worldwide 2017-2023

Airbnb revenue worldwide 2017-2023

Revenue of Airbnb worldwide from 2017 to 2023 (in billion U.S. dollars)

Airbnb revenue worldwide 2019-2023, by region

Revenue of Airbnb worldwide from 2019 to 2023, by region (in billion U.S. dollars)

Airbnb operations income worldwide 2017-2023

Income from operations of Airbnb worldwide from 2017 to 2023 (in million U.S. dollars)

Airbnb net income worldwide 2017-2023

Net income of Airbnb worldwide from 2017 to 2023 (in million U.S. dollars)

Trip.com Group

• Premium Statistic Total revenue of Trip.com Group 2013-2023
• Premium Statistic Revenue of Trip.com 2013-2023, by product
• Premium Statistic Revenue of Trip.com 2017-2023, by region
• Premium Statistic Net income of Trip.com 2013-2023

Total revenue of Trip.com Group 2013-2023

Total revenue of Trip.com Group Ltd. in China from 2013 to 2023 (in billion yuan)

Revenue of Trip.com 2013-2023, by product

Revenue of Trip.com Group Ltd. from 2013 to 2023, by product (in million yuan)

Revenue of Trip.com 2017-2023, by region

Revenue of Trip.com Group Ltd. from 2017 to 2023, by region (in million yuan)

Net income of Trip.com 2013-2023

Net profit of Trip.com Group Ltd. from 2013 to 2023 (in million yuan)

Tripadvisor

• Premium Statistic Revenue of Tripadvisor worldwide 2008-2023
• Premium Statistic Revenue of Tripadvisor worldwide 2017-2023, by business segment
• Premium Statistic Revenue of Tripadvisor worldwide 2012-2023, by region
• Premium Statistic Operating income of Tripadvisor worldwide 2008-2023
• Premium Statistic Net income of Tripadvisor worldwide 2008-2023

Revenue of Tripadvisor worldwide 2008-2023

Revenue of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

Revenue of Tripadvisor worldwide 2017-2023, by business segment

Revenue of Tripadvisor, Inc. worldwide from 2017 to 2023, by business segment (in million U.S. dollars)

Revenue of Tripadvisor worldwide 2012-2023, by region

Revenue of Tripadvisor, Inc. worldwide from 2012 to 2023, by region (in million U.S. dollars)

Operating income of Tripadvisor worldwide 2008-2023

Operating income of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

Net income of Tripadvisor worldwide 2008-2023

Net income of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

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Online Travel Agencies: More Than a Distribution Channel

Related Papers

Rui Choupina , Marisol B. Correia , Celia M Q Ramos , Francisco Serra

Nowadays many travelers use online travel agency (OTAs) to book flights, hotel rooms, rent-a-cars, cruises or entire vacation packages. Usually OTAs allow their users to give scores and to write reviews about what was used. Each OTA defines the terms and conditions for guest rating or review score and hoteliers are giving increasing importance to the scores and reviews their guests do in OTAs. This paper proposes two guest reputation index to help hoteliers to monitorize their presence in OTAs. The Aggregated Guest Reputation Index (AGRI), which shows the positioning of a hotel in different OTAs and it is calculated from the scores obtained by the hotels in those OTAs. Another one, the Semantic Guest Reputation Index (SGRI), which incorporates the social reputation of a hotel and that can be visualized through the development of word clouds or tag clouds. Examples of usage of these indexes are given with data extracted from 5-stars hotels in the Algarve, south region of Portugal, that are available on Booking and Expedia.

Brigitte Stangl

Gurel Cetin , Merve AYDOĞAN ÇİFÇİ

The structure of hospitality distribution has experienced profound changes within the last few decades. With the evolution and spread of internet, a substantial number of consumers started to use electronic channels for hotel bookings. This has resulted in disintermediation of traditional offline travel agencies. Yet, it has also initiated a new type of middleman to emerge and grow. Much powerful than its former version, online travel agencies (OTAs) bring about some benefits but also challenges particularly for small and medium sized independent hotels (SMHEs). This paper focuses on the difficulties SMHEs face during this transformation. The characteristics of SMHEs, the evolution of channels and the role of OTAs were discussed based on a qualitative study. 22 SMHE managers were interviewed about their perceptions of OTAs and challenges with reintermediation. Based on the data the challenges were grouped under; complexity, dependency, unfair competition and commodification. Solutions to complications of reintermediation for SMHEs and directions for future research are suggested.

Rosanna Leung

Hotel service levels and pricing range are often denoted by the ''star'' rating system predominant in that country. This rating system depends considerably on travel agencies to disseminate information to consumers to assist them in their hotel selection. Given the popularity of online travel agencies (OTAs) and review websites, consumers can now compare published star and user ratings of hotels online to obtain a complete idea of the hotel service standards from the perspective of other users. This study attempted to analyze the difference among the star and user ratings published in eight popular OTAs. Findings showed that Priceline and Ctrip had the lowest website star ratings, whereas Bookings.com and Agoda had the highest for both local chain and independent hotels. A comparison of the star and user ratings indicated that Priceline, TripAdvisor, and Hotels.com had no statistical difference, but the other five OTAs exhibited statistical differences. The findings also indicated that Ctrip had higher user rating scores among the OTAs, possibly indicating that Chinese users rate hotels higher than other nationalities do.

International Journal of Hospitality & Tourism Administration

Online distribution channels increasingly serve as platforms hotels can use to offer competitive room rates to attract price-sensitive customers and maximize yield. Capturing the lowest and highest daily room rates over a 360-day period from five of the most popular online travel agencies, and two batches of data showing the lowest room rates over 28 days from a last-minute bookings website, this study compares the lowest prices offered. The results indicate that no single online channel outperforms the others in any of the hotel star-rating categories, and that the last-minute reservation service provides the lowest hotel room rate across different star ratings.

Information Technology & Tourism

Peter O'Connor

Despite the existence of numerous published articles that examined the online fares for air-tickets, no prior studies have investigated the issue of temporal changes of airfares toward a fixed departure date. In other words, consumers have no knowledge of when the best time is to purchase their lowest fared air-tickets from the Internet. This study investigated the daily changes of fares for return air-tickets on five online travel agency (OTA) websites with fixed dates of departure during shoulder and high seasons. Empirical findings showed the lowest airfares from Hong Kong to Beijing and Bangkok, representing two most popular short-haul travel destinations, were not found at the initial stage of the data collection period. In other words, consumers should not make online purchase of air-tickets too early.

International Journal of Contemporary Hospitality Management, Vol. 27 Iss 3 pp. 431 - 452

Rosanna Leung , Rob Law

Purpose – The purpose of this paper is to reexamine several issues about disintermediation from the perspectives of tourism product/service suppliers (hotels) and traditional intermediaries (travel agencies), considering the move of the current distribution landscape toward disintermediation. Internet and mobile technologies offer various tools for consumers to search and purchase products/services from suppliers directly. Consequently, the necessity and role of traditional intermediaries in the industry become questionable. Design/methodology/approach – In all, six focus group interviews were conducted to collect primary data from ten managers of three traditional travel agencies and 11 managers from three business hotels in Hong Kong, which is a major travel destination in Asia with many world-class hotels and tourism facilities. Findings – Despite their different business backgrounds, the interviewees agreed on the increasing importance of Internet technology in the distribution of tourism products. The interviewees also posited that traditional travel agencies are still needed to serve certain customer groups, albeit their role may have little importance. Practical implications – Practitioners should adapt to technologically induced changes to remain competitive in the e-business era. Originality/value – This paper provides several original contributions. First, this paper supplements the extant literature by revealing how modern practitioners perceive disintermediation in the tourism and hospitality industry. Second, this paper is the first to investigate the is intermediation issue from the perspectives of tourism product/service suppliers and intermediaries. Finally, this paper provides a reference for industry practitioners to establish adequate strategies that take advantage of Internet technology.

Marianna Sigala

Abstract: The Internet evolution is instrumental in transforming the hospitality product and service and in streamlining, automating and informalizing hospitality operations. Internet tools are exploited for webifing all primary and secondary hospitality operations (Figure 1) leading to substantial cost savings and enhanced customer value. E-business is an umbrella term referring to the digitization of all operations, while e-commerce is the part of e-business referring to the digitization of marketing and sales.

Cornell Hospitality Quarterly

Rohit Verma

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FACT SHEET: President   Biden Announces New Actions to Secure the   Border

New actions will bar migrants who cross our Southern border unlawfully from receiving asylum Biden taking action as Congressional Republicans put partisan politics ahead of national security, twice voting against toughest reforms in decades

Since his first day in office, President Biden has called on Congress to secure our border and address our broken immigration system. Over the past three years, while Congress has failed to act, the President has acted to secure our border. His Administration has deployed the most agents and officers ever to address the situation at the Southern border, seized record levels of illicit fentanyl at our ports of entry, and brought together world leaders on a framework to deal with changing migration patterns that are impacting the entire Western Hemisphere.  Earlier this year, the President and his team reached a historic bipartisan agreement with Senate Democrats and Republicans to deliver the most consequential reforms of America’s immigration laws in decades. This agreement would have added critical border and immigration personnel, invested in technology to catch illegal fentanyl, delivered sweeping reforms to the asylum system, and provided emergency authority for the President to shut down the border when the system is overwhelmed. But Republicans in Congress chose to put partisan politics ahead of our national security, twice voting against the toughest and fairest set of reforms in decades. President Biden believes we must secure our border. That is why today, he announced executive actions to bar migrants who cross our Southern border unlawfully from receiving asylum. These actions will be in effect when high levels of encounters at the Southern Border exceed our ability to deliver timely consequences, as is the case today. They will make it easier for immigration officers to remove those without a lawful basis to remain and reduce the burden on our Border Patrol agents. But we must be clear: this cannot achieve the same results as Congressional action, and it does not provide the critical personnel and funding needed to further secure our Southern border. Congress still must act. The Biden-Harris Administration’s executive actions will:   Bar Migrants Who Cross the Southern Border Unlawfully From Receiving Asylum

• President Biden issued a proclamation under Immigration and Nationality Act sections 212(f) and 215(a) suspending entry of noncitizens who cross the Southern border into the United States unlawfully. This proclamation is accompanied by an interim final rule from the Departments of Justice and Homeland Security that restricts asylum for those noncitizens.
• These actions will be in effect when the Southern border is overwhelmed, and they will make it easier for immigration officers to quickly remove individuals who do not have a legal basis to remain in the United States.
• These actions are not permanent. They will be discontinued when the number of migrants who cross the border between ports of entry is low enough for America’s system to safely and effectively manage border operations. These actions also include similar humanitarian exceptions to those included in the bipartisan border agreement announced in the Senate, including those for unaccompanied children and victims of trafficking.

Recent Actions to secure our border and address our broken immigration system: Strengthening the Asylum Screening Process

• The Department of Homeland Security published a proposed rule to ensure that migrants who pose a public safety or national security risk are removed as quickly in the process as possible rather than remaining in prolonged, costly detention prior to removal. This proposed rule will enhance security and deliver more timely consequences for those who do not have a legal basis to remain in the United States.

Announced new actions to more quickly resolve immigration cases

• The Department of Justice and Department of Homeland Security launched a Recent Arrivals docket to more quickly resolve a portion of immigration cases for migrants who attempt to cross between ports of entry at the Southern border in violation of our immigration laws.
• Through this process, the Department of Justice will be able to hear these cases more quickly and the Department of Homeland Security will be able to more quickly remove individuals who do not have a legal basis to remain in the United States and grant protection to those with valid claims.
• The bipartisan border agreement would have created and supported an even more efficient framework for issuing final decisions to all asylum seekers. This new process to reform our overwhelmed immigration system can only be created and funded by Congress.

Revoked visas of CEOs and government officials who profit from migrants coming to the U.S. unlawfully

• The Department of State imposed visa restrictions on executives of several Colombian transportation companies who profit from smuggling migrants by sea. This action cracks down on companies that help facilitate unlawful entry into the United States, and sends a clear message that no one should profit from the exploitation of vulnerable migrants.
• The State Department also imposed visa restrictions on over 250 members of the Nicaraguan government, non-governmental actors, and their immediate family members for their roles in supporting the Ortega-Murillo regime, which is selling transit visas to migrants from within and beyond the Western Hemisphere who ultimately make their way to the Southern border.
• Previously, the State Department revoked visas of executives of charter airlines for similar actions.

Expanded Efforts to Dismantle Human Smuggling and Support Immigration Prosecutions

• The Departments of State and Justice launched an “Anti-Smuggling Rewards” initiative designed to dismantle the leadership of human smuggling organizations that bring migrants through Central America and across the Southern U.S. border. The initiative will offer financial rewards for information leading to the identification, location, arrest, or conviction of those most responsible for significant human smuggling activities in the region.
• The Department of Justice will seek new and increased penalties against human smugglers to properly account for the severity of their criminal conduct and the human misery that it causes.
• The Department of Justice is also partnering with the Department of Homeland Security to direct additional prosecutors and support staff to increase immigration-related prosecutions in crucial border U.S. Attorney’s Offices. Efforts include deploying additional DHS Special Assistant United States Attorneys to different U.S. Attorneys’ offices, assigning support staff to critical U.S. Attorneys’ offices, including DOJ Attorneys to serve details in U.S. Attorneys’ Offices in several border districts, and partnering with federal agencies to identify additional resources to target these crimes.

Enhancing Immigration Enforcement

• The Department of Homeland Security has surged agents to the Southern border and is referring a record number of people into expedited removal.
• The Department of Homeland Security is operating more repatriation flights per week than ever before. Over the past year, DHS has removed or returned more than 750,000 people, more than in every fiscal year since 2010.
• Working closely with partners throughout the region, the Biden-Harris Administration is identifying and collaborating on enforcement efforts designed to stop irregular migration before migrants reach our Southern border, expand investment and integration opportunities in the region to support those who may otherwise seek to migrate, and increase lawful pathways for migrants as an alternative to irregular migration.

Seizing Fentanyl at our Border

• Border officials have seized more fentanyl at ports of entry in the last two years than the past five years combined, and the President has added 40 drug detection machines across points of entry to disrupt the fentanyl smuggling into the Homeland. The bipartisan border agreement would fund the installation of 100 additional cutting-edge inspection machines to help detect fentanyl at our Southern border ports of entry.
• In close partnership with the Government of Mexico, the Department of Justice has extradited Nestor Isidro Perez Salaz, known as “El Nini,” from Mexico to the United States to face prosecution for his role in illicit fentanyl trafficking and human rights abuses. This is one of many examples of joint efforts with Mexico to tackle the fentanyl and synthetic drug epidemic that is killing so many people in our countries and globally, and to hold the drug trafficking organizations to account.

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