GLOBAL ONLINE TRAVEL MARKET 2016€¦ · page charts global online travel market 2016 publication date: october 2016 page 2 general information i page 3 key findings i page 4 - 11

GLOBAL ONLINE TRAVEL MARKET 2016 PUBLICATION DATE: OCTOBER 2016

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 - 11 TABLE OF CONTENTS I PAGE 12 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 13 METHODOLOGY I PAGE 14 RELATED REPORTS I PAGE 15 CLIENTS I PAGE 16-17 FREQUENTLY ASKED QUESTIONS

PAGE 18 ORDER FORM I PAGE 19 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:

Type of Product:

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Global Online Travel Market 2016

Market Report

Online Travel

Global, North America, Asia-Pacific, Europe, Latin America, Middle

East, Africa

USA, Canada, China, Japan, South Korea, Australia, Indonesia,

Thailand, Hong Kong, New Zealand, Vietnam, UK, Germany, France,

Spain, Italy, Russia, Netherlands, Turkey, Belgium, Austria, Greece,

Poland, Brazil, Mexico, Argentina, Chile, Peru, Saudi Arabia, Israel,

Iran, Qatar, South Africa, Nigeria, Morocco, Tunisia

English

PDF & PowerPoint

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QUESTIONS

ANSWERED

IN THIS REPORT

How large is the global online travel market now and what is the forecast for 2020?

What are the largest online travel markets in the world?

Which important market trends are emerging in online travel?

How is the online market for travel services evolving in 30+ various countries across all global

regions?

Who are the major players of the online travel market?

SECONDARY MARKET

RESEARCH

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.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

GLOBAL ONLINE TRAVEL MARKET 2016

MOBILE DRIVES GLOBAL ONLINE TRAVEL SALES GROWTH

Online travel sales are expanding worldwide and are expected to approach a 50%

milestone in share of total travel sales in 2016, according to a forecast cited in the new

publication from yStats.com. Mobile sales are showing the highest growth rate, as more

consumers, especially Millennials, turn to their smartphones and tablets to make travel

reservations.

North America is forecasted to remain the world’s largest online travel market until

2017, when it is predicted to be surpassed by a faster growing Asia-Pacific region. This trend

is reflected in a ranking of the top 5 online travel agencies, revealed in the yStats.com

report, which shows that China-based Ctrip.com is the fastest growing among them, but US-

based Expedia and The Priceline Group still occupy the first two ranks. Accommodation

sharing portal Airbnb made its way to the fourth rank, signaling the growing strength of the

peer-to-peer services in the travel sector. The growth of Airbnb and other P2P

accommodation sharing platforms, along with transportation sharing portals such as Uber

and Lyft are particularly popular with the Millennial generation and provide a challenge to

the traditional hotel and transportation sectors.

The online share of regional travel sales in Europe is above the global average, but

there are great differences on the country level, as the yStats.com report shows. While the

UK, Germany and France have online travel sales in double-digit billion dollar range, Eastern

European markets have more modest market volumes, but also a higher growth potential.

Similar to Eastern Europe, the emerging markets of Latin America, Middle East and Africa

await a boost in online travel sales, as Internet penetration, smartphone ownership and the

traveler’s propensity to shop online rise.


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MANAGEMENT SUMMARY

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 & 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 & 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 &

2019f

Online Travel Agencies Sales, in USD billion, 2015 & 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 & 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

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 & 2017f

Mobile Travel Bookings with OTAs, in USD billion, 2014 & 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 & 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


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TABLE OF CONTENTS (1 OF 8)

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NORTH AMERICA (Cont.)

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

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 & 2025f

Online Hotels and Airlines Sales in Southeast Asia, by Country, in USD billion and in % of Total Hotels and Airlines

Sales, 2015 & 2025f, and CAGR, in %, 2015-2025f

Online Rides Sales in Southeast Asia, by Country, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f

4.2 CHINA


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


Share of Internet Users Who Booked Accommodation for Their Last Trip Online, in %, October 2015

Mobile Share of Online Travel Bookings, in %, 2013 & 2015

Top 10 Travel Web Entities Visited from Desktop Computers, by Number of Unique Visitors, in millions, and

Average Minutes per Visitor, January 2016



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ASIA-PACIFIC (Cont.)

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 & 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 & 2015

4.6. AUSTRALIA


Online Travel Bookings Industry Revenue, in AUD million, FY 2014/2015 & 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 & 2025f

4.8. THAILAND

Product Categories Purchased Online, incl. “Travel & 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



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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 & 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 & 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


Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online

Shoppers, Q1 2015 & 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 & 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


Breakdown of Total Travel Sales, by Channel, incl. “Online”, in %, 2013 - 2015

Channels Used to Book Vacation, incl. “Online”, in % of Travelers, 2005 & 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



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EUROPE (Cont.)

5.4. FRANCE (Cont.)

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 & 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 & 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 & 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



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EUROPE (Cont.)

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 & 2015

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



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

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MIDDLE EAST

7.1. REGIONAL

Online Travel Sales, in USD billion, 2015 & 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 & 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 &

2015

7.5. QATAR

Breakdown of B2C E-Commerce Sales, by Product Category, incl. “Travel”, in %, 2014

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

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MIDDLE EAST (Cont.)

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

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REPORT-SPECIFIC SAMPLE CHARTS

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 2016 REPORT 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 selected leading online travel markets (Brazil,

China, Germany, Japan, the UK, and the USA), text charts with a

qualitative overview of the online travel market, trends and

players is included.


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UPCOMING RELATED REPORTS

Global B2C E-Commerce Market 2016 June 2016 € 4,950

Online Retail in Emerging Markets 2016 June 2016 € 3,450

Trends in Worldwide Internet Retail 2016 July 2016 € 1,450

Top Players in Global B2C E-Commerce Market 2016 July 2016 € 950

Global Mobile Online Payment Methods: First Half 2016 October 2016 € 950

Global Alternative Online Payment Methods: First Half 2016 September 2016 € 950

Global Online Payment Methods: First Half 2016 September 2016 € 1,950

Asia-Pacific Online Payment Methods: First Half 2016

Europe Online Payment Methods: First Half 2016

September 2016

August 2016

€ 750

€ 950

MENA B2C E-Commerce Market 2016 June 2016 € 2,950

Africa B2C E-Commerce Market 2016 May 2016 € 1,950

Middle East B2C E-Commerce Market 2016 May 2016 € 1,950

Latin America B2C E-Commerce Market 2016 March 2016 € 1,950

Europe B2C E-Commerce Market 2016 February 2016 € 2,950

Western Europe B2C E-Commerce Market 2016 February 2016 € 1,950

Eastern Europe B2C E-Commerce Market 2015 January 2016 € 1,950

North America B2C E-Commerce Market 2015 November 2015 € 950

Asia-Pacific B2C E-Commerce Market 2015 October 2015 € 3,450

Southeast Asia B2C E-Commerce Market 2015 September 2015 € 1,950

REPORT

PUBLICATION

DATE

PRICE*

Top 5 Online Travel Markets 2016

Europe Online Travel Market 2016

Asia-Pacific Online Travel Market 2016

October 2016

October 2016

October 2016

€ 750

€ 750

€ 750


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Documents

GLOBAL ONLINE TRAVEL MARKET 2016€¦ · page charts global online travel market 2016 publication date: october 2016 page 2 general information i page 3 key findings i page 4 - 11