Global Online Travel Overview Fourth Edition

Global Online Travel Overview Fourth Edition Published November 2016 Analysts: Cathy Walsh, Lorraine Sileo


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Increasingly, travelers in mature and developing countries alike are going online to shop for and purchase travel. Smartphones and tablets make it possible to plan a trip anytime, anywhere, and the availability of low-cost mobile devices is further accelerating online adoption. For all the world's interconnectedness, significant variation remains across travel markets, even within a single region. The shift to online booking channels continues worldwide, but a range of factors influence growth rates in individual markets, including online penetration, technology infrastructure, credit card adoption and macroeconomic conditions.  

Phocuswright aggregated online and total travel market sizing and projections for six major regions: the U.S., Europe, Eastern Europe, Asia Pacific, the Middle East and Latin America. The most up-to-date, top-level analysis of the global online travel landscape, this overview examines each region's total and online markets, from 2014-2017, with a focus on key market trends and regional highlights, supplier-intermediary dynamics and outlook for future growth.  

Topics include:

  • Global market share by region
  • Online travel penetration and regional growth potential
  • Analysis of supplier-intermediary dynamics and variation by region
  • Market trends for key countries in each region

Purchase Phocuswright's Global Online Travel Overview Fourth Edition to understand the dynamics and opportunities shaping this global industry.

  • Introduction
  • Methodology
  • Key Findings
  • Size of the Global Travel Market
  • Online Travel
    • Mobile Bookings
  • Online Booking Channels by Region: Supplier Direct vs. OTA
  • Country Market Highlights & Trends
    • Global Online Penetration Rates
    • Travel Segments
  • A Look Ahead
  • Appendix

Phocuswright's Global Online Travel Overview Fourth Edition provides and compares total and online travel gross bookings for six regions: the U.S./Canada, Europe, Eastern Europe, Asia Pacific (APAC), the Middle East and Latin America (LATAM). The data and analysis presented here is sourced in part from several recent and forthcoming Phocuswright publications:

This report examines each region's total and online travel markets from 2014 to 2017. Data is actual for 2014-2015 and projected for 2016-2017. Projections are based on company interviews, consumer research and market developments. Phocuswright also considers historical growth and economic trends when developing its forecasts. Estimates and projections are for gross bookings - the retail value of travel sold over the Internet - after cancellations.

All references to online travel refer to online leisure and unmanaged business travel and do not include online corporate bookings. Unmanaged business travel refers to all air, car and hotel expenses associated with business travel in firms that do not have a travel policy dictating the channel, type of travel, supplier or fare/rate uses. Corporate travel bookings are included in the total travel market figures, but not the online figures. When possible, travel that is researched online but booked offline using other means is excluded from online gross bookings figures.

Online penetration is the percentage of the total market that is booked by online leisure/unmanaged business travel services. Total travel figures (online and offline) are used to determine online penetration for each market segment.

All figures are in U.S. dollars unless otherwise stated, and converted at the average exchange rate for the period they represent. In some regions, dramatic exchange rate fluctuations have created variances in market size and growth. In 2015, significant local currency declines in numerous markets have reduced their growth and size when expressed in U.S. dollars. Key markets in Eastern Europe (e.g., Ukraine, Russia) and Latin America (e.g., Brazil, Colombia) experienced the greatest declines versus the dollar, but double-digit losses were also experienced in Europe and APAC.

Estimates and forecasts cover a variety of travel businesses in each region, including travel suppliers (airlines, hotels, car rental companies, packagers, railways and cruise lines) and OTAs. The global travel marketplace refers to the six major regions included in this analysis. In the context of this report, Europe encompasses the first 15 EU countries as well as Switzerland and Norway, while Eastern Europe includes Russia, Poland, Ukraine, Bulgaria, the Czech Republic, Greece, Hungary, Romania and the Baltics. The APAC region includes 11 markets: Japan, China, Australia/New Zealand (ANZ), India, Singapore, Hong Kong/Macau, Indonesia, Malaysia, South Korea, Taiwan and Thailand. The Middle East covers the United Arab Emirates (U.A.E.), Saudi Arabia, Egypt and Qatar, plus the smaller markets of Syria, Lebanon, Bahrain, Kuwait, Oman and Jordan. The LATAM region consists of Brazil, Mexico, Argentina, Chile, Colombia and Peru.

Note that figures do not always total 100% due to rounding.

US $1,295 
CA $1,705 • £1,011 • €1,172
FREE for Open Access Subscribers
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