Today's online travelers have myriad choices to make during the travel planning process: Smartphone, tablet or desktop? Supplier or OTA? Metasearch, social network, travel review website or the newest startup? Loyalty can be hard to gain – and retain – when travelers have countless options. And the rise of mobile has started a battle between the top two online marketplace competitors for their slice of the market share pie: travel suppliers and OTAs.
Phocuswright's Parsing Shop and Book: How Airlines, Hotels and OTAs Compete on the Desktop and Mobile Web assesses trends in traveler search and booking behavior, as well as draws comparisons across key industry segments in the U.S. online travel market.
Purchase Phocuswright's Parsing Shop and Book: How Airlines, Hotels and OTAs Compete on the Desktop and Mobile Web to gain insight into channel, platform and loyalty dynamics within the U.S. online travel marketplace.
- Search and booking trends across airlines, hotels, OTAs and metasearch companies, including data and analysis into the U.S. websites of select Adara travel data partners, loyalty programs and mobile
- An analysis of 2.5 billion search and book sessions across Adara's U.S. travel industry data partners
- How loyalty status affects the book-to-search rate
- Flight, OTA air, and airline website book-to-search rates by channel and platform
- Mobile analysis including mobile web activity via smartphone and tablet
- Data Capture & Normalization
- Key Findings
- Search and Book
- Airlines Hold the Advantage
- Search and Book
- Length of Stay & ADR
Phocuswright partnered with Adara to identify key trends in flight and hotel searching and booking behavior across online channels in the U.S. online travel market. Based on analysis of data provided by Adara through its data partner program, this report provides insight into channel, platform and loyalty dynamics within the online travel marketplace.
Data Capture & Normalization
Adara captures data online at various stages when potential travelers visit a website. In addition to site-visit information, collected data also includes details of any search inquiries and purchase confirmation. Captured information may include the date and time of search and purchase, flight origin and destination, dates of travel, flight cabin class, loyalty program membership and status, hotel brand and daily room rate. Mobile analysis includes mobile web activity via smartphone and tablet, and excludes searches/bookings via mobile apps. The information is then normalized appropriately for data cleanliness and usability.