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.
- 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.
- Key Findings
- Channels and Devices
Phocuswright analyzed three billion distinct search and book sessions across ADARA's U.S. travel industry data partners. Phocuswright organized ADARA data partners into relevant groups (airlines, hotels and OTAs) to identify and compare search and booking trends across flight and hotel segments. Each group contains multiple data partners. Data and analysis in the report applies only to the U.S. websites of select ADARA travel data partners.
Data Capture and Normalization
ADARA captures data online at various stages when potential travelers visit a website. In addition to site-visit information, collected data also includes details of any search queries and purchase confirmation. Captured information may include the date and time of search and purchase, flight origin and destination, dates of travel, flight cabin class, loyalty program membership and status, hotel brand and daily room rate. Mobile analysis includes mobile web activity via smartphone and tablet, and excludes searches/bookings via mobile apps.
Some charts may have data omitted for certain time periods due to changes in the collection process with a data partner or other data quality issues.