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.
- 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.
- About the Data
- Online Travel Categories
- Key Terms & Definitions
- Key Findings
- The Size of Online Travel
- Monthly Unique Visitors: How the Segments Stack Up
- Alternative Accommodation and Metasearch Grow Fastest
- Traffic Declining for OTAs and Airlines
- Site Rankings by Category
- Suppliers Stay Stable
- OTAs and Meta: A Changing of the Guard
- Bookings & Conversion
- Suppliers in the Lead
- Conversion Rising
- Maximum Potential Conversion: High-Opportunity Traffic
- Referral Analysis
- The Changing Landscape of Traffic Sourcing
- Hotels and Alternative Accommodation: How Big Is the Overlap?
- Conversion Opportunity by Referral Source
- Flights: Metasearch Traffic Leads Conversion
- Hotels: Traffic from OTAs Converts Best
The analysis is based on data from Millward Brown Digital’s online consumer panel. The methodology uses a sophisticated multisource approach. At the core is data from Millward Brown Digital’s proprietary recruited consumer research panel for desktops and mobile devices. This data is combined with data from recruiting partnerships with trusted entities (such as parent company Kantar) and proprietary technology integrations with partner applications. The geographic, demographic and behavioral distribution of these partnerships provides for a statistically representative and projectable sample of online adults. Millward Brown Digital transforms the raw data from multiple sources into a single panel with millions of active panelists.
The data in this report addresses only traffic on desktop and laptop computers, and does not include traffic on smartphones and tablets. “Desktop,” as used throughout the report, refers to both laptop and desktop computers and includes devices running Windows, Mac and third-party operating systems of personal computers.
Data is monthly for 2013 and 2014.