Key stat: Expedia Group (39.7 million) and Priceline.com (23.7 million) drew a combined 63.4 million unique US visitors in March 2026, more than 3.5x the 17.5 million pulled by the other eight sites on the top 10 list combined, according to March data from Comscore.

Beyond the chart:

• Those rankings reward sites built on search traffic and paid acquisition, but discovery is shifting fast. GenAI-driven traffic to US travel sites jumped 3,500% year over year in July 2025, according to Adobe, and the share of US travelers using genAI tools to plan trips tripled from 8% in 2023 to 24% in 2025, per Deloitte.
• Investors are already repricing that risk. So far this year, online travel agency stocks have slid while hotel operators climbed, with TripAdvisor down 29%, Booking Holdings down 22%, and Expedia down 16%, even as Marriott rose 14% and Hilton rose 12%, according to Bloomberg.

Use this chart: Drop this into a travel or OTA strategy deck to show how concentrated booking traffic really is: two players own the category. Use it in partnership and media-buying discussions to pressure-test where your demand actually flows and whether you're over-indexed on the giants.

Related EMARKETER reports:

• Infopack: Travel 2026 (EMARKETER subscription required)
• Hotel and Airline Co-Brand Credit Card Trends 2026 (EMARKETER subscription required)

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.