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Global Online Travel Market 2016

  • October 2016
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 158 pages

Mobile drives growth of online travel bookings, according to new yStats.com report

A forecast referenced in the yStats.com report predicts that just below half of global travel sales will be online in 2016, as more consumers, especially 18 to 34 year-olds, utilize their smartphones to explore and book travel. The growth of the P2P sector of travel for accommodation and ride sharing is popular with the millennial generation, contributing to the sales growth while disrupting the traditional hotel and taxi businesses.

Forecasts of regional growth cited in the yStats.com report indicate that the rapid uptake in online travel sales in the Asia-Pacific will make it the leading global area in 2017, surpassing North America. Among the top 5 global online travel agencies, China has the fastest growing one, Ctrip, but Expedia and Priceline Group, based in the USA, lead the world in sales. Other world regions such as Africa, Latin America, and the Middle East lag the world leaders, as Internet penetration, smartphone use and traveler inclination to use online services are still emerging. In Europe, the online share of total travel sales is above the world average, but with wide variation by country as detailed in the new report.

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Table Of Contents

Global Online Travel Market 2016
1. Management Summary
2. Global Developments
Overview of Online Travel Market Trends, October 2016
Product Categories Purchased Online, incl. “Travel Products or Services”, in % of Online Shoppers, October 2015
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f
Breakdown of Online Travel Sales by Regions, in %, 2016f and 2020f
Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 - 2020f
Top 10 Countries by Online Travel Sales, in USD billion, 2015 - 2020f
Total Travel Sales, in USD billion, and Online Travel Share, in%, by Regions and Global, 2016f
Travel Bookings via Mobile Channels, in USD billion, 2014 and 2019f
Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Region, in %, October 2015
Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Generation, in %, October 2015
Revenues of Accommodation Sharing and Transport Sharing Platforms, in USD billion, and CAGR, in %, 2015 and 2019f
Online Travel Agencies Sales, in USD billion, 2015 and 2020f
Breakdown of Online Travel Agencies Sales, by Top 3 Regions and Others, in % and in USD billion, 2015
Top 6 Online Travel Agencies, by Gross Bookings, in USD million, and in % Change, 2014 and 2015
Market Shares of the Top 5 Online Travel Agencies, in %, 2015
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 %, Sept. 2016
3. North America
3.1. USA
Online Travel Market Overview and Trends, October 2016
Online Travel Sales, by Desktop/Laptop and Mobile, in USD billion, 2014 - 2019f
Number of Mobile Travel Bookers, in millions, and Share of Online Travel Bookers, in %, 2014 - 2019f
Online Share of Total Travel Bookings, in %, 2015
OTA's Share of Online Travel Bookings, in %, 2014 and 2017f
Mobile Travel Bookings with OTAs, in USD billion, 2014 and 2015
Number of Unique Visitors to Travel Websites, by Travel Information Websites, Online Travel Agents and Hotels/Resorts Websites, by Desktop and Mobile, in thousands, April 2015 and July 2015
Conversion Rate in “Travel/Hospitality”, Compared to “Retail”, by Desktop and Smartphone, in %, 2015
Penetration of P2P Lodging Websites Users, in % of Travelers Who Are Aware of P2P Lodging Websites, by Age Group, Q4 2015
3.2. Canada
Product Categories Purchased Online, incl. “Flights and Travel Packages”, in % of Online Shoppers, March 2015
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f
4. Asia-Pacific
4.1. Regional
Top 5 Product Categories Purchased Online, incl. “Travel”, in % of Respondents, June 2015
Online Travel Agencies Gross Bookings, in USD billion, 2013 - 2017f
Online Travel Sales in Southeast Asia, by Sub-Sector, in USD billion, 2015 and 2025f
Online Hotels and Airlines Sales in Southeast Asia, by Country, in USD billion and in % of Total Hotels and Airlines Sales, 2015 and 2025f, and CAGR, in %, 2015-2025f
Online Rides Sales in Southeast Asia, by Country, in USD billion, 2015 and 2025f, and CAGR, in %, 2015-2025f
4.2. China
Online Travel Market Overview and Trends, October 2016
Product Categories Purchased Online in the Previous 3 Months, incl. “Travel Products”, in % of Online Shoppers, February 2015
Share of Outbound Travelers Who Booked via Online Travel Agencies, in %, 2015
Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015
Online Travel Gross Merchandise Volume, in CNY billion, 2012 - 2018f
Online Outbound Travel Gross Merchandise Volume, by Packaged Tours and Independent Travel, in CNY billion, 2010 - 2015
Breakdown of Online Travel Market Gross Merchandise Volume by Segments, in %, Q2 2016
Online Travel Agencies Revenue, in CNY billion, 2012 - 2018f
Breakdown of Online Travel Agencies Market Shares by Revenues, in %, 2015
Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Air Ticket Reservation and Online Accommodation Booking, in %, Q4 2015
4.3. Japan
Online Travel Market Overview and Trends, October 2016
Share of Internet Users Who Booked Accommodation for Their Last Trip Online, in %, October 2015
Mobile Share of Online Travel Bookings, in %, 2013 and 2015
Top 10 Travel Web Entities Visited from Desktop Computers, by Number of Unique Visitors, in millions, and Average Minutes per Visitor, January 2016
4.4. India
India's Share of Online Travel Sales in Asia-Pacific, in % and in USD billion, 2015
Breakdown of Internet Market by Sectors, incl. “Online Travel”, in USD billion, 2013 and 2020f
Online Travel Sales, in INR billion, 2014 - 2016f
Breakdown of Online Travel Sales by Segments, in INR billion and in %, 2015
4.5. South Korea
Online Travel Sales, in KRW trillion, 2013 - 2015
Mobile Share of Online Travel Sales, in % and in KRW trillion, 2014 and 2015
4.6. Australia
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f
Online Travel Bookings Industry Revenue, in AUD million, FY 2014/2015 and FY 2015/2016e
Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of Individuals, in %, 12 Months to June 2015
4.7. Indonesia
Online Travel Sales, in USD billion, 2015 and 2025f
4.8. Thailand
Product Categories Purchased Online, incl. “Travel and Tourism”, in % of Online Shoppers, May 2015
4.9. Hong Kong
Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, 2015
4.10. New Zealand
Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of Individuals, in %, 12 Months to June 2015
4.11. Vietnam
Product Categories Purchased Online, incl. “Train and Air Tickets” and “Tour and Hotel Booking”, in % of Online Shoppers, 2015
5. Europe
5.1. Regional
Online Travel Sales, in USD billion, by Western Europe and Central and Eastern Europe, 2014 - 2019f
Travel Bookings via Mobile Channels, in EUR billion, 2015 and 2017f
Product Categories Purchased Online in the EU, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015
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, 2014 and 2015
Audience Reach of Airbnb Websites, by Austria, Belgium, France, Germany, Italy, Poland, Spain, Switzerland and the UK, in %, July 2016
Share of Travelers Who Book Accommodation with Airbnb, by France, Germany, Ireland, Italy, Spain, the UK and the USA, in %, August 2015
5.2. UK
Online Travel Market Overview and Trends, October 2016
Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online Shoppers, Q1 2015 and Q1 2016
Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online Shoppers, by Age Group and Gender, Q1 2016
Breakdown of Devices Used to View Travel Content, in % of Online Travel Bookers, March 2016
Devices Used to Book a Holiday Online, in % of Online Holiday Bookers, 2014 and 2015
Reasons for Abandoning a Mobile Transaction on a Travel Website/App, in % of Smartphone Owners who Abandoned a Mobile Transaction on a Travel Website/App, June 2015
Breakdown of Traffic To Top 10 UK Travel Websites, by Device, in %, June 2015
5.3. Germany
Online Travel Market Overview and Trends, October 2016
Breakdown of Total Travel Sales, by Channel, incl. “Online”, in %, 2013 - 2015
Channels Used to Book Vacation, incl. “Online”, in % of Travelers, 2005 and 2015
Product Categories Purchased Online, incl. “Travel Accommodation” and “Other Travel Services”, in % of Online Shoppers, Q1 2015
Types of Travel Services Booked Online, in % of Internet Users Who Booked Travel Services Online, March 2016
Types of Online Platforms Used to Book Accommodation, in % of Internet Users Who Booked Accommodation Online, March 2016
5.4. France
B2C E-Commerce Sales, by Product Category, in EUR billion, and Share of Total Retail Sales in the Respective Category, in %, incl. “Tourism”, 2015
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015
Product Categories Purchased Online via Desktop and Smartphone, incl. “Travel/Tourism”, in % of Internet Users and in % of Mobile Internet Users, H1 2016
Share of Unique Visitors to Travel Websites Who Accessed These Websites via Mobile, in % and in millions, July 2016
Top 10 Travel Websites Visited from Desktop, by Unique Monthly Visitors, in thousands, Q2 2016
Top 5 Accommodation Booking Websites/Apps Visited from Mobile, by Unique Monthly Visitors, in thousands, July 2016
5.5. Spain
Products Purchased Online, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015
Products Purchased via Mobile, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015
5.6. Italy
B2C E-Commerce Sales Breakdown, by Product Categories, incl. “Tourism Services”, in EUR billion and in %, 2015e
Mobile Share of Online Travel Sales, in % and in EUR billion, 2015
5.7. Russia
Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel Services and Tickets”, 2014 and 2015
Types of Online Platforms Used to Purchase Travel Online, in % of Internet Users Who Purchased Travel Online, February 2016
Online Travel Sales, in RUB billion, 2015 and 2016f
Breakdown of Online Travel Sales by Segments, in %, 2015
List of Top 3 Online Travel Agencies and Top 2 Online Accommodation Booking Websites, 2015
5.8. Netherlands
Share of Travel Bookings Made on Smartphone, in %, Q1 2016
5.9. Turkey
Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015
Online Travel Sales, in TRY billion, 2014 and 2015
5.10. Belgium
Travel Categories Purchased Online, in % of Online Shoppers, 12 Months to June 2016, and in % Change 2015-2016 and 2011-2016
5.11. Austria
Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015
5.12. Greece
Product Categories Purchased Online, incl. “Travel Services”, in % of Online Shoppers, 12 Months to March 2015
5.13. Poland
Product Categories Purchased Online, incl. “Holiday Tours, Accommodation and Tickets”, in % of Online Shoppers, 2014 and 2015
6. Latin America
6.1. Regional
Online Travel Sales, by Argentina, Mexico and Brazil, in USD billion, and CAGR, in %, 2015 - 2020f
Product Categories Most Purchased Online, by Rank, incl. “Travel Reservations”, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, January 2015
6.2. Brazil
Online Travel Market Overview and Trends, October 2016
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f
6.3. Mexico
Top 5 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, Q4 2015
Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015
6.4. Argentina
Online Travel Sales, in ARS million, and Year-on-Year Change, in %, 2012 - 2015
6.5. Chile
Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, by Urban, Rural and Total, January 2015
6.6. Peru
Products Purchased Online, in % of Online Shoppers, H1 2015
7. Middle East
7.1. Regional
Online Travel Sales, in USD billion, 2015 and 2018f
Online Share of Airline Ticket Bookings, in %, by Egypt, Kuwait, Lebanon, Saudi Arabia and the UAE, 2015e
Top 5 Product Categories Purchased Online, incl. “Flight Tickets”, in % of Online Shoppers, by Kuwait, Saudi Arabia and the UAE, June 2016
7.2. Saudi Arabia
Online Travel Sales, in SAR billion, 2015e and 2019f
7.3. Israel
Product Categories Purchased Online, incl. “Travel (Vacation, Flights)”, in % of Online Shoppers, July 2015
7.4. Iran
Number of Individuals Carrying Out Shopping and Related Activities Online, by Activity, incl. “Used Services Related to Travel or Travel Related Information”, in millions and in % of Internet Users, by Male, Female and Total, 2013
Product Categories Purchased Online, incl. “Airline Tickets” and “Hotel Booking”, in % of Online Shoppers, 2012 and 2015
7.5. Qatar
Breakdown of B2C E-Commerce Sales, by Product Category, incl. “Travel”, in %, 2014
8. Africa
8.1. Regional
Channels Use To Book Travel Services, incl. Africa, in % of Travelers, 2015
8.2. South Africa
Product Categories Purchased Online, incl. “Travel Tickets” and “Hotel Reservations”, in % of Online Shoppers, October 2015
Top 3 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, October 2015
8.3. Nigeria
Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
Share of Travelers Who Book with Online-Only Travel Agencies, in %, 2015
8.4. Morocco
Product Categories Purchased Online, incl. “Travel or Transport Tickets”, in % of Online Shoppers, February 2016
Activities Carried Online Out via Mobile Phone, incl. “Use Services Related to Travel or Accommodation”, in % of Mobile Internet Users, Q4 2015
8.5. Tunisia
Activities Carried Out Online, incl. “Using Services Related to Travel or Travel-Related Accommodation”, in % of Internet Users, 2014

Companies Mentioned
agoda.com, Airbnb Inc., Anywayanyday, Booking.com, Ctrip.com, International Ltd, CVC, Decolar.com, delta.com, eDreams Odigeo Group, Expedia Inc., H.I.S, HomeAway, Hotel Urbano, Ikyu Corp., irctc.co.in, Jalan, JTB, kayak.com, Lastminute.com Group, Onetwotrip, Orbitz Worldwide, OstrovokOzon.travel, Rakuten Travel, ryanair.com, southwest.com, Submarino Viagens, The Priceline Group,TripAdvisor,Voyages-sncf,Yahoo , Japan Corp.

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