U.S. Online Travel Traffic Report 2013-2014

U.S. Online Travel Traffic Report 2013-2014 Published May 2015 Analysts: Douglas Quinby, Ryan Williams


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Phocuswright partnered with Millward Brown Digital 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. The study also includes analysis of maximum potential conversion, 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.  

Topics include:  

  • Size of the market (traffic) across air, hotel, online travel agencies, alternative accommodations, metasearch and more
  • Mobile activity versus desktop – which devices travelers use during different stages of the trip lifecycle, and mobile's impact on website traffic
  • A ranking of the five largest supplier websites
  • Referral analysis and organic search's share of referral traffic

Purchase Phocuswright's U.S. Online Travel Traffic Report 2013-2014 for insight into industry website traffic trends and how to plan and optimize your media to increase your brand performance.