While there may be just two mega-OTAs left standing (Expedia and Priceline) in the wake of consolidation, hotels, metasearch and private accommodation players are pushing to grow their share of the lodging landscape. This report presents analysis of traffic trends for the U.S. online accommodation marketplace, including hotel and private accommodation websites, as well as the hotel paths of online travel agencies (OTAs) and metasearch sites. Data includes monthly unique visitors, conversion and referrals for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
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In an effort to regain some market share from leading OTAs, major hotel brands have introduced exclusive rates and other perks for loyalty members who book direct. But to what extent have these initiatives paid off? This report, part of Phocuswright’s U.S. Accommodation: Clickstream & Conversion series, presents analysis of traffic trends for the U.S. online accommodation marketplace, with a focus on traffic and conversion for major hotel brands. Data includes monthly unique visitors and conversion rates for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
While hotel shopping via desktop on online travel agencies (OTAs) has recently fallen, coinciding with the launch of several major hotels’ direct-booking marketing campaigns, OTAs have seen significant mobile visitation and hotel booking volume growth overall, as conversion has risen. This report, part of Phocuswright’s U.S. Accommodation: Clickstream & Conversion series, presents analysis of traffic trends for the U.S. online accommodation marketplace, with a focus on traffic and conversion for major OTAs. Data includes monthly unique visitors, conversion and referrals for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Online Travel AgenciesRegion: U.S. & CanadaResearch Type: Report
Hotels seeking an alternative to OTAs – and the OTAs themselves – have embraced metasearch as part of their demand acquisition strategy. While TripAdvisor currently leads the pack, competitors like Kayak and Trivago are closing the gap. This report, part of Phocuswright’s U.S. Accommodation: Clickstream & Conversion series, presents analysis of traffic trends for the U.S. online accommodation marketplace, with a focus on desktop and mobile traffic for the leading metasearch sites in the U.S. Data includes monthly unique visitors for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
Private accommodation has exploded over the past few years, bringing alternative lodging options into the mainstream. While both HomeAway and VRBO have been the historical leaders in this category, Airbnb has grabbed the most headlines recently – and has grown the fastest by far. This report, part of Phocuswright’s U.S. Accommodation: Clickstream & Conversion series, presents analysis of traffic trends for the U.S. online accommodation marketplace, with a focus on traffic and conversion for the leading private accommodation intermediaries. Data includes monthly unique visitors and conversion rates for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
While the travel industry pays close attention to channel differences and competitive dynamics, travelers care primarily about finding a great place to stay, regardless of the type(s) of travel website they shop on. In this sense, OTAs compete directly with private accommodation services, hotel suppliers and metasearch sites. This report, part of Phocuswright’s U.S. Accommodation: Clickstream & Conversion series, presents analysis of traffic trends for the U.S. online accommodation marketplace, with a focus on the performance of several leading brands active in the U.S. accommodation marketplace, across key categories. Data includes monthly unique visitors and conversion for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: SegmentRegion: U.S. & CanadaResearch Type: Report
Phocuswright’s U.S. Online Travel Traffic Report 2013-2014 provides sizing of the U.S. online travel market by traffic (unique visitors) and examines key trends in conversion, referral traffic and site rankings. Conducted in partnership with Millward Brown Digital (formerly Compete), this research also includes measurement and analysis of high-opportunity traffic – the key segment of site visitors who are most likely to book.Analysts: Douglas Quinby, Ryan WilliamsTopics: Consumer Trends, Social & SearchSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel AgenciesRegion: U.S. & CanadaResearch Type: Report