China Online Travel Traffic Report

Summary

China is a nation of paradoxes. The country has the second-largest travel industry in the Asia Pacific (APAC) region, along with the world's largest Internet population. Yet its 7% online travel penetration rate is among the lowest in APAC, and travel lags other online categories significantly. Still, online travel bookings in China are expected to double between 2009 and 2012. Phocuswright has partnered with global digital intelligence provider comScore to measure and analyze Web traffic in China within the travel category.

Phocuswright's China Online Travel Traffic Report analyzes traffic volume, unique visitors, cross-visitation and source/loss patterns across key travel subcategories, including online travel agencies (OTAs), airlines, metasearch, traveler review websites and more. The report examines the balance between transactional versus non-transactional categories, as well as the influence of local versus global companies across individual travel segments. The traffic patterns highlighted in this report reveal sector-specific dynamics and track the influence of OTAs, metasearch and traveler review websites within China's online travel marketplace.

Key topics include:

• Traffic to travel website categories with in-depth analysis of 1Q11, including:
  • Online travel agencies
  • Airlines
  • Ground transportation
  • Metasearch
  • Travel guides and traveler review sites
• Travel website rankings within each travel category, including average monthly unique visitors
• Comparison of traffic to supplier websites versus OTAs and non-transactional sites
• In-depth analysis of key online players, including cross-visitation, source and loss traffic

By 2012, strong double-digit growth will bring online travel bookings in China to nearly US$8 billion. Phocuswright's China Online Travel Traffic Report reveals and analyzes the fundamental categories, trends and sites behind this exceptional growth.

Online travel traffic reports are also available for these APAC regions:
Australia
India
Japan

Purchase the package of all four region reports (Australia, China, India, Japan).