What to Expect in the Year Ahead in Digital Travel
- June 2017
- Mark Blutstein
After an uneven few years, the global travel marketplace is poised for growth. Along with the U.S. and Europe, Asia Pacific is expected to lead gains, especially as its online and mobile environments mature. Additionally, emerging markets like the Middle East, Latin America and Eastern Europe are advancing rapidly, private accommodation and in-destination activities are coming of age, and new technologies are reshaping online travel search, shop and book from the inside-out. There has never been a more exciting time in the world of online travel.
From AI to APAC (and a whole lot in between), this free report – 2017 Phocus Forward: The Year Ahead in Digital Travel presented by Expedia Affiliate Network – highlights what travel executives and companies can expect from digital travel in the year ahead.
Growth in Emerging Markets, Especially China
In 2017, online travel will see the fastest growth in emerging markets: the Middle East, Asia Pacific, Eastern Europe and Latin America. Even among online travel bookings of The Big 3 (the United States, Europe and APAC), APAC represented 31% of online travel in 2016; it will account for 37% by 2020.
Within APAC, China is already shaking up travel, tourism and hospitality's established world order – it's now the second-largest travel market in the world. The main contributor to this growth: mobile, where China has assumed global leadership. Mobile share of online gross bookings in China will reach 50% in 2016.
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