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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
Long described as “alternative” lodging, the private accommodation segment is now mainstream. Services such as Airbnb, HomeAway and VRBO have transformed the marketplace; in 2015 nearly one in three U.S. travelers used private accommodation, and in 2016 private accommodation was projected to climb 11%, nearly twice as fast as the U.S. travel market. Based on surveys and interviews conducted with rental travelers, hosts and homeowners, property managers and executives in the vacation rental and private accommodation space, this report presents a detailed look at how this dynamic segment has evolved and where it is headed in the years to come.Analysts: Douglas Quinby, Mark Blutstein, Alice Jong, Bing Liu, Cathy Walsh, Deepak Jain, Maggie RauchTopics: Consumer Trends, Market Overview & SizingSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
Given the rising costs of customer acquisition, repeat visitors are more valuable than ever. While today’s travelers are notoriously fickle, repeat visitation data suggests that loyalty perks and a satisfying customer experience can still entice travelers to come back for more. 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 loyalty and repeat booking rates for major U.S. travel brands across several categories. Data includes average monthly bookings for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
The U.S. hotel industry remains healthy, reaping the benefits of stronger economic growth and increased demand. Good fortune should continue, as forecasters predict record occupancy for U.S. hotels to last throughout the decade. However, a series of challenges continues to stall growth in average daily rate (ADR), such as increased supply, the impact of discounted loyalty rates and pressures from private accommodation.Analyst: Lorraine SileoTopics: Market Overview & Sizing, MobileSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
Airbnb’s success story is one of idealism, disruption and stratospheric growth, and if the company’s founders have their way, the story may just be getting started. Over the past decade, the company has expanded from a single air mattress on the floor of the founders’ apartment to 4 million private accommodation listings in over 191 countries worldwide – giving Airbnb more supply than the number of rooms for the top five hotel chains combined. The company has been profitable since mid-2016 and, as of March 2017, had a valuation of $31 billion.Analyst: Cathy WalshTopic: Consumer TrendsSegment: Hotels & LodgingResearch Type: Report
Search marketing has long been the grand poobah of digital marketing. In travel, industry marketers have relied heavily on Search strategies to lead prospects down the conversion funnel. This paper discusses the historical importance of Search, examines indicators that Search’s dominance could be slipping, and recommends what travel marketers should do to adapt their digital marketing strategies to keep ahead during changing times.Analyst: Hollis ThomasesTopics: Social & Search, Technology InnovationSegments: Hotels & Lodging, Online Travel AgenciesResearch Type: Report