GLOBAL ONLINE TRAVEL MARKET 2018 PUBLICATION DATE: OCTOBER 2018
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Global Online Travel Market 2018
Report
Online Travel Asia-Pacific, Europe, Latin America, Middle East and Africa, North America
Argentina, Australia, Belgium, Brazil, Canada, China, Denmark, Egypt,
France, Germany, India, Indonesia, Italy, Japan, Kenya, Mexico,
Morocco, Netherlands, Poland, Russia, Saudi Arabia, South Africa, South
Korea, Spain, Sweden, Thailand, Turkey, UAE, Ukraine, UK, USA
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QUESTIONS ANSWERED IN THIS REPORT
What is the size of the online travel market and what are the predictions for 2022?
Which countries are leading in terms of online travel sales?
Which online travel trends are prevailing worldwide?
How is the online market for travel services evolving in 30+ countries across all global regions?
Who are the major players on the online travel market?
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Our reports are exclusively based on secondary market research. Our researchers derive information
and data from a variety of reliable published sources and compile the data into understandable and
easy-to-use formats.
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GLOBAL ONLINE TRAVEL MARKET 2018
MILLENNIALS SET GLOBAL ONLINE TRAVEL MARKET TRENDS
The online travel market is expanding worldwide and projected to maintain positive
dynamics despite a slowing growth rate. Global digital travel sales are expected to approach
almost a 50% milestone in share of total travel sales in 2018, according to a forecast cited in the
new publication from yStats.com. Much of the growth in the travel sector is expected to come
from millennials and younger travelers who have high service expectations, make decisions
based on travel recommendations and reviews and expect a personalized customer approach in
their travel purchase journey.
Global peer-to-peer brands, like the lodging sharing services, Airbnb and Uber and the
ride-hailing services, such as Uber and Lyft, continue to grow in popularity with the Millennial
generation. North and Latin America are expected to generate more than a half of the global
sharing economy platform provider revenue and to become the main consumers of the P2P
services through 2022. Airbnb.com also ranked third in the global ranking of the travel websites,
after Booking.com and TripAdvisor.com in terms of total visits in the end of summer 2018, as
revealed in the yStats.com report. North America is forecasted to continue to have the largest
online travel sales share of total sales in the P2P sharing segment through 2018.
The adoption of mobile booking technology and travel apps, also plays a significant role
in the continued development of the global travel market. Countries of Latin America and Asia-
Pacific were the leaders of mobile booking adoption, where smartphone users reported that they
are comfortable researching, booking and planning their entire trips using only a mobile device.
Nevertheless, desktop or laptop computers remain the main booking channel globally, as the
yStats.com report shows.
GLOBAL ONLINE TRAVEL MARKET 2018
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MANAGEMENT SUMMARY
GLOBAL DEVELOPMENTS
▪ Overview of Online Travel Market, September 2018 ▪ Overview of Online Travel Market Trends, September 2018 ▪ Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2017 - 2022f ▪ Total Travel Sales, in USD billion, and Online Travel Share, in %, by Regions and Global, 2018f ▪ Online Media Sources Used Regularly to Find Inspiration for Purchases, incl. “Travel Review Websites”, in % of Global
Online Shoppers, March 2018 ▪ Breakdown of Bookings by Device, by Desktop, Smartphone and Tablet, in %, by Regions and Global, Q4 2017 ▪ Breakdown of Bookings by Device, by Desktop, Smartphone and Tablet, in % of Bookings, by Travel Category, Q4 2017 ▪ Sharing Economy Platform Provider Revenues, in USD billion, 2017e & 2022f ▪ Breakdown of Sharing Economy Platform Provider Revenues by Regions, in %, 2022f ▪ Airbnb’s Revenue and Profit, in USD million, 2017 ▪ Ride-Hailing Revenues, in USD billion, 2017e & 2030f ▪ Top 20 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Average Visit Duration, in minutes,
Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, August 2018
NORTH AMERICA
3.1. REGIONAL
▪ Online Travel Sales, in USD billion, Year-on-Year Change, in %, and Share of Global Online Travel Sales, in %, by Canada and the USA and North America, 2016 - 2021f
▪ Breakdown of Hotel Booking Method by Channel, by Branded Hotel Channel, OTAs and Other, in % of Bookings, 2015 – 2018f
3.2. USA
▪ Online Travel Sales, by Desktop/Laptop and Mobile, in USD billion, 2017 – 2022f ▪ Number of Mobile Travel Bookers by device, by Smartphone and Tablet, in millions, 2016 – 2021f ▪ Share Mobile Travel Bookings via OTAs, in % of Total Mobile Bookings, 2016 & 2017f ▪ Sharing Economy User Penetration, in % of Adult Internet Users, 2017 ▪ Number of Airbnb Users, in millions, and Year-on-Year Change, in millions, 2015-2022f
3.3. CANADA
▪ Product Categories Purchased Online, incl. “Flights and Travel Packages”, in % of Online Shoppers, March 2017 ▪ Online Travel Sales, in CAD billion, and Year-on-Year Change, in %, 2016-2017e ▪ Online Travel Market Share, in % of Total Travel Market, 2017 & 2021f ▪ Online Travel Booker Penetration, in % Total Traveler Bookers, 2014 & 2017 ▪ Number of Unique Visitors to Travel Websites, by Travel Information Websites, Online Travel Agents and Airlines
Websites, by Desktop and Mobile, in thousands, April 2017 & July 2017
ASIA-PACIFIC
4.1. REGIONAL
▪ Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 - 2021f ▪ Mobile Travel Sales Share, in % of Total Digital Travel Sales, 2011 - 2020f ▪ Online Travel Sales, in USD billion, by Country, and CAGR, in %, 2017e-2020f ▪ Mobile Travel Sales, in USD billion, by Country, and CAGR, in %, 2017e-2020f ▪ B2C E-Commerce Sales, Online Travel Sales, Online Media Sales, and Digital Ride Hailing Sales in Southeast Asia, in USD
billion, 2015, 2017e, 2025f, and CAGR, in %, 2015 - 2025f
4.2. CHINA
▪ Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2017 - 2021f ▪ Online Travel Sales, in CNY billion, Year-on-Year Change, in %, 2015 – 2022f
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ASIA-PACIFIC (CONT.)
4.2. CHINA (CONT.)
▪ Top 3 Categories of Products and Services by Retail E-Commerce Sales in Rural Areas, incl. “Online Travel”, in CNY billion, and Year-on-Year Change, in %, 2017
▪ Breakdown of the Most Popular Accommodation Booking Methods, in % of Travelers, May 2018 ▪ Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Holiday Travel Booking, in %, Q4 2017 ▪ Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Air Ticket Reservation and Online
Hotel Booking, in %, Q4 2017
4.3. JAPAN
▪ Online Travel Sales, in JPY trillion, and Year-on-Year Change, in %, 2013 – 2017 ▪ B2C E-Commerce Service Sales by Category, in JPY billion, incl. “Travel Services”, and Year-on-Year Change, in %, 2016 &
2017 ▪ Mobile Share of Online Travel Bookings, in %, 2016 & 2017 ▪ Breakdown of Average Monthly Online Spending per Household by Products and Services, incl. “Accommodation Services”,
in %, 2017
4.4. INDIA
▪ Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f ▪ Online Travel Sales, in INR billion, and Year-on-Year Change, in %, 2017 – 2018e ▪ Breakdown of Online Travel Sales by Sub-Categories, in INR billion and in %, 2017 ▪ Breakdown of Purchase Transactions in Selected Product Categories, by Purely Online, Purely Offline and Mixed, incl.
“Travel Tickets” and “Package Tours”, in %, 2017
4.5. SOUTH KOREA
▪ Online Travel Sales, in KRW trillion, 2013 - 2017 ▪ E-Commerce Sales by Product Category, in KRW billion, incl. “Travel Arrangement and Reservation Services”, 2016 &
2017, and Year-on-Year Change, in %, 2017 vs. 2016 ▪ Mobile Share of Online Travel Sales, in % and in KRW trillion, 2016 & 2017 ▪ Top 10 Product Categories Purchased Online, incl. “Travel Products”, in % of Online Shoppers, 2016 & 2017 ▪ Product Categories Purchased Online, by Mobile and PC, incl. “Travel”, in % of Online Shoppers, January 2018
4.6. AUSTRALIA
▪ Product Categories Purchased Online, incl. “Travel Tickets, Accommodation or Related Services”, by Number of Online Shoppers, in thousands, by Age Group and Gender, FY 2016/2017
▪ Product Categories Purchased Online, incl. “Travel Tickets, Accommodation or Related Services”, in % of Online Shoppers, by Age Group and Gender, FY 2016/2017
4.7. INDONESIA
▪ Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
4.8. THAILAND
▪ Activities Carried Out Online, incl. “Book Hotel”, incl. Shopping, in % of Internet Users, July 2017 ▪ Product Categories Purchased in E-Commerce, incl. “Booking Service”, in % of Online Shoppers, Q1 2017 ▪ Product Categories Purchased in E-Commerce, incl. “Travel, Tourism Services”, in % of Online Shoppers, July 2017 ▪ Breakdown of Value of Products and Services Purchased Online, by Category, incl. “Travel, Tourism Services”, in % of
Online Shoppers in Each Category, July 2017
EUROPE
5.1. REGIONAL
▪ Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers in the EU, 2017 ▪ Share of Online Shoppers Buying “Travel and Holiday Accommodation” Online, by EU Countries, FYROM, Norway and
Turkey, in % of Online Shoppers and in % of Individuals, 2016 & 2017
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EUROPE (CONT.)
5.1. REGIONAL (CONT.)
▪ Breakdown of Online Hotel Bookings by Channel, by OTAs and Direct Online Suppliers, in % of Bookings, 2017 & 2021f ▪ Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016-2017e ▪ Online Travel Sales, in USD billion, by Russia, Other Countries and Total, 2016 - 2021f
5.2. UK
▪ Product Categories Purchased Online, in % of Adults, incl. “Holiday Accommodation” and “Travel Arrangements”, Q1 2017 ▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel
Category, in %, 2012 – 2017 ▪ Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f ▪ Devices Used to During the Path to Purchase Travel Products, in % of Online Traveler Bookers, April 2017 ▪ Online Channels Used by Travelers to Plan Their Most Recent Trip, in % of Online Traveler Bookers, April 2017 ▪ Top 10 Travel Websites, by Average Monthly Visits, in millions, August 2016 – July 2017
5.3. GERMANY
▪ Product Categories Purchased Online, incl. “Travel Accommodation” and “Other Travel Services”, in % of Online Shoppers, Q1 2016 & Q1 2017
▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
▪ Interactive Retail Sales of Services, by Category, incl. “Package Tour, Accommodation”, in EUR billion, 2016 & 2017 ▪ Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f ▪ Devices Used to During the Path to Purchase Travel Products, in % of Online Traveler Bookers, April 2017
5.4. FRANCE
▪ Product Categories Purchased Online, incl. “Travel/ Tourism”, in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in 2018
▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
▪ Devices Used to During the Path to Purchase Travel Products, in % of Online Traveler Bookers, April 2017 ▪ Top 15 E-Commerce Websites/Applications, incl. “Booking.com”, by Number of Unique Visitors per Month, in thousands,
and Devices Used for Access, in % of Unique Visitors, Q1 2018
5.5. SPAIN
▪ Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2017 ▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel
Category, in %, 2012 – 2017
5.6. ITALY
▪ B2C E-Commerce Sales by Category, incl. “Tourism”, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2017 & 2018f
▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel Category, in %, 2012 – 2017
▪ Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017
5.7. RUSSIA
▪ B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, incl. “Online Travel”, 2016 & 2017 ▪ Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2018f ▪ Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 - 2022f ▪ Breakdown of Online Travel Sales by Sub-Category, in %, 2016 & 2017 ▪ Product Categories Purchased Online, incl. “Travel Services and Tickets”, in % of Online Shoppers, 2016 & 2017
5.8. NETHERLANDS
▪ Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017 ▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel
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EUROPE (CONT.)
5.9. SWEDEN
▪ Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017 ▪ Breakdown of Online Travel Sales, by Category, in %, 2017
5.10. DENMARK
▪ Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017 ▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel
Category, in %, 2012 – 2017 ▪ Breakdown of B2C E-Commerce Sales by Goods, Services, and Travel, in %, 2017 ▪ Breakdown of Top 20 Most Used Websites for Online Shopping, incl. “Hotels.com”, in % of Online Shoppers, H1 2017
5.11. TURKEY
▪ E-Commerce Sales by Segment, incl. “Holiday and Travel”, in TRY billion, 2015 – 2017 ▪ Product Categories Purchased Online, incl. “Travel Arrangements”, in % of Online Shoppers, 2016 & 2017 ▪ Examples of Online Shops by Type and Category, incl. “Travel”, May 2018
5.12. BELGIUM
▪ Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2016 & 2017 ▪ Share of Individuals Booking Travel Online, by Holiday Accommodation, Other Travel Arrangements and Total Travel
Category, in %, 2012 – 2017
5.13. POLAND
▪ Product Categories Purchased Online, incl. “Holiday Tours, Accommodation and Tickets”, in % of Online Shoppers, 2016 & 2017
▪ Product Categories Purchased Online, incl. “Travel and Bookings”, in % of Online Shoppers, April 2018
5.14. UKRAINE
▪ Product Categories Purchased Online, incl. “Travel Tickets”, “Reservation Services” and “Travel”, in % of Online Shoppers, October 2017
NORTH AMERICA
6.1. REGIONAL
▪ Online Travel Sales Share, in % of Global Digital Travel Sales, 2016 - 2021f ▪ Online Travel Sales, by Argentina, Mexico, Brazil, Other Countries of Latin America, in USD billion, and CAGR, in %, 2016 -
2021f
6.2. BRAZIL
▪ Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, June 2017 ▪ Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 – 2021f ▪ Breakdown of Accommodation Booking Apps, in % of App Booking Travelers, March 2018
6.3. MEXICO
▪ Product Categories Purchased Online, incl. “Reservations and Tickets”, in % of Online Shoppers, 2017 ▪ Product Categories Purchased Online by Device, incl. “Travel”, in % of Online Shoppers, August 2017 ▪ Transactions Conducted via Mobile App, in % of Mobile Device Owners, August 2017
6.4. ARGENTINA
▪ Online Travel Sales, in ARS billion, and Year-on-Year Change, in %, 2014 - 2017 ▪ Digital Travel Services Purchased via Mobile, incl. “Hotel Reservation” and “Airplane Tickets”, by Age Group, in % of
Mobile Internet Users, April 2017
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MIDDLE EAST
7.1. REGIONAL
▪ Devices Used for Research Travel Offers and Information Online, in % of Travelers, March 2018 ▪ Breakdown of Travel Offers Research and Book by Channels, incl. Online and Offline, in % of Travelers, March 2018 ▪ Breakdown of Online Hotel Bookings by Channel, by OTAs and Direct Online Suppliers, in % of Bookings, 2017 ▪ Top Travel Websites Used for Booking, in % of Travelers, March 2018
7.2. SAUDI ARABIA
▪ Share of Travel Bookings by Device, in % of Total Travel Bookings, H1 2018 ▪ Channels Used to Purchase Selected Categories of Services, by Online, Offline and Both, in % of Respondents, May 2017
7.3. UAE
▪ Online Channels Used For Travel Option Research, in % of Adults, April 2017 ▪ Share of Travel Bookings via Mobile, in % of Total Travel Bookings, H1 2018 ▪ Top 10 Travel Related Brands That First Come to Mind, in % of Travelers, March 2018
AFRICA
8.1. SOUTH AFRICA
▪ Breakdown of Latest Online Purchase by Product Categories, incl. “Travel Purchases”, in % of Online Shoppers, August 2017
8.2. EGYPT
▪ Breakdown of Travel Offers Research and Book by Channels, incl. Online and Offline, in % of Travelers, March 2018 ▪ Top Travel Websites Used for Booking, in % of Travelers, March 2018
8.3. KENYA
▪ Breakdown of Channels Used for Research Travel Offers and Information Online, in % of Travelers, August 2017
8.4. MOROCCO
▪ Top 15 Product Categories Purchased Online, incl. “Travel Products”, in % of Online Shoppers, 2017
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GLOBAL ONLINE TRAVEL MARKET 2018
REPORT-SPECIFIC SAMPLE CHARTS
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GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research ▪ The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for all obtained data. As a result, companies gain a precise and unbiased impression of the market situation. ▪ Cross referencing of data is conducted in order to ensure validity and reliability. ▪ The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several sources. If this is the case, all sources are mentioned on the chart. ▪ The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart. Definitions ▪ The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact definition used by the source (if available) is included at the bottom of the chart. Chart Types ▪ Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart. Report Structure ▪ Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents, management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures. Notes and Currency Values ▪ If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In some cases, the note (also) contains additional information needed to fully understand the contents of the respective data. ▪ When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the currency figure be in the future, the average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR GLOBAL ONLINE TRAVEL MARKET 2018
Report Coverage ▪ This report covers the online travel market. It takes into account a wide definition of the travel segment, including transportation, accommodation, tour packages and others. Besides sales figures, penetration and rankings, this report also reveals important market trends that affect the online travel market, such as the rise of mobile bookings and peer-to-peer services. ▪ All global regions are covered in this report, including Africa, Asia-Pacific, Europe, Latin America, the Middle East and North America. Report Structure ▪ The global chapter opens the report, including an overview of global market developments, trends, regional and country comparisons. ▪ The rest of the report is divided by regions. The regions are presented in the order of descending total online travel sales.
▪ Within each region, regional information is included first, where available, and the countries are also presented in the order of descending online travel sales. Where no comparable sales figures were available, other related criteria such as total E-Commerce sales, online shopper and Internet penetration were applied. ▪ In the country sections, the following information is covered, where available: online travel sales, the share of online shoppers booking travel services online and the rank of this category among other E-Commerce product categories, the online share of total travel sales and the share of travel in total E-Commerce sales, platforms and channels used by travelers to book travel services, total sales and shares of online travel agencies. Not all types of information mentioned are provided for each country, due to varying data availability. ▪ For the global travel market, text charts with a qualitative overview of the global online travel market, trends and players are included.
GLOBAL ONLINE TRAVEL MARKET 2018
METHODOLOGY
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Global B2C E-Commerce Market 2018
Global B2B E-Commerce Market 2018
Global E-Commerce Marketplaces 2018
Global Cross-Border B2C E-Commerce 2018
Europe Cross-Border B2C E-Commerce 2018
Asia-Pacific Cross-Border B2C E-Commerce 2018
Europe B2C E-Commerce Market 2018
Western Europe B2C E-Commerce Market 2018
Eastern Europe B2C E-Commerce Market 2018
Asia-Pacific B2C E-Commerce Market 2018
Southeast Asia B2C E-Commerce Market 2018
Africa B2C E-Commerce Market 2018
Middle East B2C E-Commerce Market 2018
Global Online Payment Methods: Full Year 2017
Global Alternative Online Payment Methods: Full Year 2017
Europe Online Payment Methods: Full Year 2017
APAC Online Payment Methods: Full Year 2017
North America Online Payment Methods: Full Year 2017
Latin America Online Payment Methods: Full Year 2017
Middle East and Africa Online Payment Methods: Full Year 2017
July 2018
September 2018
March 2018
September 2018
September 2018
September 2018
September 2018
September 2018
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January 2018
July 2018
July 2018
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July 2018
July 2018
July 2018
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