Global Digital Travel Platforms 2017: A Country-by-Country Review of the Top Travel Sites - eMarketer
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Global Digital Travel Platforms 2017: A Country-by-Country Review of the Top Travel Sites

eMarketer Report

By: eMarketer

Published: December 19, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Digital travel platforms have become an important source for travelers worldwide before, during and even after their trips. This report examines the use of the leading digital travel platforms in major markets in Asia-Pacific, Europe, Latin America and North America.

  • Travelers worldwide use online travel agencies (OTAs) such as Booking.com and Expedia throughout every stage of the travel path to purchase. However, direct booking platforms are slowly gaining ground for travel purchases, particularly in Europe and North America.
  • In terms of reach, TripAdvisor is the leading digital travel platform in most countries included in this report. Though predominantly a travel review site, TripAdvisor also offers metasearch services, making it an important tool for trip research and planning.
  • Interest in the sharing economy for accommodation services like Airbnb is growing, though most travelers worldwide have yet to use them. Sharing transportation services like Uber and other ride-hailing apps have made greater headway, partly due to their lower barrier to entry.
  • Most travelers still prefer PCs when it comes to purchasing travel online, but the number of mobile travel bookers is on the rise. Ride-hailing apps have helped to propel this growth, though an increasing number of consumers are booking other types of travel services, such as flights, via mobile as well.

"eMarketer estimates worldwide digital travel sales—including airlines, car rentals, hotels, accommodation and transportation—will rise from $612.91 billion in 2017 to $855.07 billion by 2021."

Table of Contents

Digital Travel Platforms: A Worldwide Overview

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Asia-Pacific

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Europe

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Latin America

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North America

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143 charts are included in the full report:

Global Digital Travel Platforms 2017: A Country-by-Country Review of the Top Travel Sites

Digital Travel Sales Worldwide, 2016-2021 (billions and % change)

Digital Travel Platforms: A Worldwide Overview

Digital Sources Used by Travelers in Select Countries to Plan Their Most Recent Trip, April 2017 (% of respondents)

Internet Users in Select Countries Who Booked Vacations via Online Travel Agencies (OTAs), June 2017 (% of respondents and % change)

Digital Travel Agency Sales Growth and Share Worldwide, by Region, 2014-2020 (% change, % of digital travel sales in each region and % of total travel sales in each region)

Hotel and Lodging Industry Digital Sales Share in Asia-Pacific, Brands vs. Digital Travel Agencies, 2013-2020 (% of total)

Preferred Accommodations When Traveling According to Internet Users Worldwide, Jan 2017 (% of respondents)

Urban Smartphone Users Worldwide Who Have Used Ride-Sharing/Taxi-Hailing Mobile Apps, by Region, Feb 2017 (% of respondents)

Asia-Pacific

Digital Sources Used by Travelers in Australia, China and Japan to Book Their Most Recent Trip, April 2017 (% of respondents)

Devices/Sources Used by Travelers* in Asia-Pacific** to Research vs. Book Trips, May 2017 (% of respondents)

Mobile Travel Sales Share in Asia-Pacific*, 2011-2020 (% of total digital travel sales)

Mobile Travel Sales Share in Select Countries in Asia-Pacific, 2016 & 2020 (% of total digital travel sales)

Mobility* App User Penetration in Select Countries in Asia-Pacific, Feb 2017 (% of population)

Frequency with Which Travelers* in Asia-Pacific** Use Ride-Sharing vs. Accommodation-Sharing Services, May 2017 (% of respondents)

Australia

Top 10 Travel Sites in Australia, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Digital Sources Used by Travelers in Australia, China and Japan to Plan Their Most Recent Trip, April 2017 (% of respondents)

Top 10 Travel Agencies/Sites Used by Travelers in Australia, Dec 2016 (% of respondents)

Leading Product/Service Categories Purchased Digitally by Digital Buyers in Australia, June 2017 (% of respondents)

Preferred Device/Channel for Researching vs. Booking Travel Among Smartphone Users in Australia, Feb 2017 (% of respondents)

Travelers in Australia, China and Japan Who Use a Smartphone vs. Desktop/Laptop During Their Travel Path to Purchase, April 2017 (% of respondents)

China

Digital Travel Sales Share in China, by Site, Q1 2017 (% of total)

Digital Travel Sales in China, 2011-2018 (billions of Chinese yuan reminbi and % change)

Resource/Channel Used Most by Travelers in China to Research/Plan Overseas Trips*, by Age, June 2017 (% of respondents)

Most Influential Media/Source for Travel According to Travelers in China, May 2017 (% of respondents)

Preferred Device/Channel for Researching vs. Booking Travel Among Smartphone Users in China, Feb 2017 (% of respondents)

India

Top 10 Travel Sites in India, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

B2C Ecommerce Sales in India, by Category, Dec 2016 (billions of Indian rupees)

Digital Travel Sales in India, by Category, Dec 2016 (billions of Indian rupees and % of total)

Preferred Device/Channel for Researching vs. Booking Travel Among Smartphone Users in India, Feb 2017 (% of respondents)

Indonesia

Top 10 Travel Sites in Indonesia, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Ecommerce Sites that Digital Buyers in Indonesia Are Aware of vs. Use, April 2017 (% of respondents)

Digital Share of Airline and Hotel Purchases Made by Internet Users in Select Countries in Southeast Asia, Nov 2016 (% of total)

Ways in Which Internet Users in Indonesia Book Airline Tickets, Nov 2016 (% of respondents)

Devices Used by Travelers* in Indonesia to Book Trips, May 2017 (% of respondents)

Preferred Device/Channel for Researching vs. Booking Travel Among Smartphone Users in Indonesia, Feb 2017 (% of respondents)

Japan

Top 10 Travel Sites in Japan, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Product Categories Purchased Digitally by Digital Buyers in Japan, April 2017 (% of respondents)

Digital Sources Used by Travelers in Australia, China and Japan to Book Their Most Recent Trip, April 2017 (% of respondents)

Internet Users in Japan Who Have Used or Heard of Select Sharing Economy Sectors, Feb 2017 (% of respondents)

Smartphone Users in Japan* Who Have Booked Travel via Smartphone, 2013-2016 (% of respondents)

Preferred Device/Channel for Researching vs. Booking Travel Among Smartphone Users in Japan, Feb 2017 (% of respondents)

South Korea

Primary Resource/Channel Used by Travelers in South Korea to Purchase Domestic vs. Overseas Travel Services, Jan 2017 (% of respondents)

Top 10 Online Travel Agency (OTA) Websites in South Korea, Ranked by Average Monthly User Session Visits, Sep 2017 (thousands)

Products/Services Purchased Digitally by Digital Buyers in South Korea, by Device, Jan 2017 (% of respondents)

Sources Used by Digital Buyers in South Korea to Research Accommodations, 2016 (% of respondents)

Preferred Device/Channel for Researching vs. Booking Travel Among Smartphone Users in South Korea, Feb 2017 (% of respondents)

Products/Services Purchased via Mobile Device by Mcommerce Buyers in South Korea, by Demographic, Jan 2017 (% of respondents in each group)

Europe

Digital Travel Booker Penetration in Europe, by Country, 2010-2016 (% of internet users)

Internet Users in Select Countries Who Booked Vacations via Online Travel Agencies (OTAs), June 2017 (% of respondents and % change)

Hotel and Lodging Industry Digital Sales Share in Europe, Brands vs. Digital Travel Agencies, 2013-2020 (% of total)

Households in Select Countries in Europe that Plan to Use Airbnb During Their Summer Vacation, Summer 2017 (% of respondents)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Select Countries in Europe, July 2017 (% of respondents)

Denmark

Top 10 Travel Sites in Denmark, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (thousands of visits)

Share of B2C Ecommerce Sales vs. Purchases Among Digital Buyers in Denmark, by Product/Service Category, H1 2017 (% of total)

Travel Products/Services Purchased Digitally by Internet Users in Denmark, Q2 2017 (% of respondents)

Digital Travel Sales Share in Denmark, by Category, 2017 (% of total)

Finland

Top 10 Travel Sites in Finland, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (thousands of visits)

Digital Platforms Used by Internet Users in Finland When Booking a Vacation, Dec 2016 (% of respondents)

Primary Booking Method Used by Travelers in Finland for Travel-Related Transportation* Bookings, by Type, 2016 (% of respondents)

B2C Ecommerce Service Sales Share in Finland, by Type, 2016 (% of total)

Travel-Related Smartphone Activities Conducted by Smartphone Users in Select Countries in Europe, May 2017 (% of respondents)

France

Top 10 Travel Sites in France, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Top 10 Travel Sites in France, Ranked by Average Monthly Unique Visitors, Q2 2017

Digital Sources Used by Travelers in France, Germany and the UK to Book Their Most Recent Trip, April 2017 (% of respondents)

Travel-Related Smartphone Activities Conducted by Smartphone Users in France, Q3 2016 (% of respondents)

Usage and Awareness of Ride-Sharing Services Among Internet Users in France, by Demographic, April 2017 (% of respondents)

Germany

Top 10 Travel Sites in Germany, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Ways in Which Travelers in Germany Book Vacation Travel, 2016 (% of respondents)

Digital Sources Used by Travelers in France, Germany and the UK to Plan Their Most Recent Trip, April 2017 (% of respondents)

Product Categories Purchased via Smartphone Among Smartphone Mcommerce Buyers in Germany, June 2017 (% of respondents)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Germany, July 2017 (% of respondents)

Italy

Top 10 Travel Sites in Italy, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Digital Buyers in Italy Who Purchase Travel Products/Services Digitally, by Demographic and Type, 2016 (% of respondents in each group)

B2C Ecommerce Sales in Italy, by Category, 2017 (millions of € and % change)

Mobile App Activities Conducted by Mobile Device Users in Select Countries in Western Europe, Oct 2016 (% of respondents)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Italy, July 2017 (% of respondents)

Netherlands

Top 10 Travel Sites in the Netherlands, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (thousands of visits)

Travel Booking Share Among Internet Users in the Netherlands, by Method, 2016 (% of total)

Products/Services Purchased Digitally by Digital Buyers in the Netherlands, 2012-2016 (% of respondents)

Smartphone Share of Digital Travel Bookings Among Travel Advertisers in Select Countries, July 2017 (% of total)

Types of Mobility Apps Used by Internet Users in the Netherlands, Aug 2017 (% of respondents)

Norway

Top 10 Travel Sites in Norway, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (thousands of visits)

Travel Products/Services Purchased Digitally by Internet Users in Norway, Q2 2017 (% of respondents)

Digital Travel Sales Share in Norway, by Category, 2017 (% of total)

Sharing Economy User Penetration in Norway, by Service Provider, April 2017 (% of internet users)

Russia

Top 10 Travel Sites in Russia, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Internet Users in Russia Who Primarily Purchase Digitally vs. Offline, by Product/Service Category, Nov 2016 (% of respondents)

Digital Travel Sales in Russia, 2010-2016 (billions of Russian rubles and % change)

Usage and Awareness of Home-Sharing Rental Services According to Internet Users in Russia, May 2016 (% of respondents)

Devices Used by Travelers in Urban Russia to Conduct Select Activities When Booking Hotel Rooms vs. Airline Tickets, May 2017 (% of respondents)

Travel-Related Smartphone Activities Conducted by Smartphone Users in Russia, Q3 2016 (% of respondents)

Mobility* App User Penetration in Select Countries in Europe, Feb 2017 (% of population)

Spain

Top 10 Travel Sites in Spain, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Leading Travel Sites in Spain, Ranked by Share of Digital Purchases, Dec 2016 (% of total)

Digital Buyers in Spain Who Have Digitally Purchased Travel/Lodging Services, by Demographic, May 2017 (% of respondents in each group)

Locations/Channels Used by Internet Users in Spain to Purchase Travel Services, 2015-2017 (% of respondents)

Digital Buyers in Spain Who Use Sharing Economy Services, by Category, May 2017 (% of respondents)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Spain, July 2017 (% of respondents)

Sweden

Top 10 Travel Sites in Sweden, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (thousands of visits)

Digital Travel Sales Share in Sweden, by Category, 2017 (% of total)

Travel Products/Services Purchased Digitally by Internet Users in Sweden, Q2 2017 (% of respondents)

Locations Where Internet Users in Sweden Plan to Spend Their Summer Vacation, May 2017 (% of respondents)

Travel-Related Smartphone Activities Conducted by Smartphone Users in Sweden, Q3 2016 (% of respondents)

UK

Top 10 UK Travel Sites, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Preferred Method for Booking Vacation Travel According to Internet Users in Great Britain, by Age, May 2017 (% of respondents)

Methods Used by UK Travelers to Book Domestic vs. Overseas Travel, Aug 2017 (% of respondents)

Travel-Related Smartphone Activities Conducted by UK Smartphone Users, Q3 2016 (% of respondents)

UK Travelers Who Book Vacations via Mobile Phone, by Age, 2016 & 2017 (% of respondents in each group)

Latin America

Reach of Retail and Travel Sites Among Internet Users in Select Countries in Latin America, 2016 (% reach)

Urban Smartphone Users in Select Countries in Latin America Who Have Used Ride-Sharing/Taxi-Hailing Mobile Apps, Feb 2017 (% of respondents)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Select Countries in Latin America, Aug 2017 (% of respondents)

Argentina

Top 10 Travel Sites in Argentina, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Top 10 Travel Properties in Argentina, Ranked by Average Monthly Unique Visitors, July 2017 (thousands)

Demographic Profile of Digital Travel Site Visitors in Argentina, July 2017 (millions and % of total)

Leading Product/Service Categories Purchased Digitally by Internet Users in Argentina, Nov 2016 (% of respondents)

Products/Services Purchased via Mobile Device* by Mobile Internet Users in Argentina, April 2016 & April 2017 (% of respondents)

Mobile Internet Users in Argentina Who Have Purchased Select Digital Travel Services via Mobile Device*, by Age, April 2017 (% of respondents in each group)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Argentina, Aug 2017 (% of respondents)

Brazil

Top 10 Travel Properties in Brazil, Ranked by Average Monthly Unique Visitors, July 2017 (millions)

Top 10 Travel Sites in Brazil, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Products/Services Purchased Digitally by Digital Buyers in Brazil, Feb 2017 (% of respondents)

Ecommerce Sales in Brazil, by Segment, 2016 (billions of Brazilian reals and % of total)

Products/Services Purchased via Mobile Device* by Mobile Internet Users in Brazil, Aug 2017 (% of respondents)

Smartphone Owners in Brazil Who Have Used Smartphone Car Service Apps, Sep 2015-Sep 2017 (% of respondents)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Brazil, Aug 2017 (% of respondents)

Mexico

Top 10 Travel Sites in Mexico, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Top 10 Travel Properties in Mexico, Ranked by Average Monthly Unique Visitors, July 2017 (millions)

Products/Services Purchased by Digital Buyers in Mexico, Aug 2017 (% of respondents)

Primary Device Used* by Digital Buyers in Mexico to Make Digital Purchases, by Product/Service Category, Feb 2017 (% of respondents)

Products/Services Purchased via Mobile Device* by Mcommerce Buyers in Mexico, May 2017 (% of respondents)

Primary Ride-Hailing App Used by Ride-Hailing App Users in Mexico, Aug 2017 (% of respondents)

North America

Digital Sources Used by Travelers in North America to Plan Their Most Recent Trip, April 2017 (% of respondents)

Digital Sources Used by Travelers in North America to Book Their Most Recent Trip, April 2017 (% of respondents)

Internet Users in North America Who Use Select Professional/Sharing Economy Services, by Age, March 2017 (% of respondents in each group)

Canada

Top 10 Travel Sites in Canada, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Activities/Sources that Influence Travelers in North America When Deciding to Book a Trip, April 2017 (% of respondents)

Travel-Related Smartphone Activities Conducted by Smartphone Users in Canada, Q3 2016 (% of respondents)

Smartphone Users in Quebec Who Have Used Uber, by Age, Dec 2016 (% of respondents in each group)

US

Top 10 US Travel Sites, Ranked by Average Monthly Traffic, Aug 2016-July 2017 (millions of visits)

Top 10 US Travel Properties, Ranked by Unique Users, April 2017

Primary Source Used by US Consumers to Book Flights, Aug 2017 (% of respondents)

Primary Source Used by US Consumers to Book Accommodations, by Demographic, Aug 2017 (% of respondents)

Demographic Profile of US Uber App Users*, Q1 2017 (% of respondents)

Devices Used by US Business vs. Leisure Digital Travel Bookers to Book Travel, March 2017 (% of respondents)