Free Travel Research
U.S. Online Travel Traffic Report 2013-2014: Executive Summary
U.S. Online Travel Traffic Report 2013-2014: Executive Summary
- Published:
- August 2015
- Analyst:
- Douglas Quinby
Phocuswright partnered with Millward Brown Digital (formerly known as Compete) 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 (unique visitors) and examines key trends in conversion, clickstream (referral traffic) and site rankings. The study also includes analysis of maximum potential conversion (MPC), a unique metric developed by Millward Brown Digital to assess the potential conversion opportunity for a given set of traffic data by looking at the percentage of sessions or visitors to a website who ultimately make a booking within the same travel category.