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Online travel market - statistics & facts

How big is the online travel market, what are the leading online travel agencies (otas), what travel products do consumers book online, key insights.

Detailed statistics

Online travel market size worldwide 2017-2028

Distribution of sales channels in the travel and tourism market worldwide 2018-2028

Most popular travel and tourism websites worldwide 2024

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Online Travel Market

Market cap of leading online travel companies worldwide 2023

Further recommended statistics

Industry overview.

• Premium Statistic Market size of the tourism sector worldwide 2011-2024
• Premium Statistic Travel and tourism revenue worldwide 2019-2028, by segment
• Premium Statistic Distribution of sales channels in the travel and tourism market worldwide 2018-2028
• Premium Statistic Online travel market size worldwide 2017-2028
• Premium Statistic Revenue of the travel apps industry worldwide 2017-2027
• Premium Statistic Estimated EV/Revenue ratio in the online travel market 2024, by segment
• Premium Statistic Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Market size of the tourism sector worldwide 2011-2024

Market size of the tourism sector worldwide from 2011 to 2023, with a forecast for 2024 (in trillion U.S. dollars)

Travel and tourism revenue worldwide 2019-2028, by segment

Revenue of the global travel and tourism market from 2019 to 2028, by segment (in billion U.S. dollars)

Revenue share of sales channels of the travel and tourism market worldwide from 2018 to 2028

Online travel market size worldwide from 2017 to 2023, with a forecast until 2028 (in billion U.S. dollars)

Revenue of the travel apps industry worldwide 2017-2027

Revenue of the travel apps market worldwide from 2017 to 2027 (in billion U.S. dollars)

Estimated EV/Revenue ratio in the online travel market 2024, by segment

Estimated enterprise value to revenue (EV/Revenue) ratio in the online travel market worldwide as of April 2024, by segment

Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Estimated enterprise value to EBITDA (EV/EBITDA) ratio in the online travel market worldwide as of April 2024, by segment

Online bookings

• Premium Statistic Travel product online bookings in the U.S. 2024
• Premium Statistic Travel product online bookings in Canada 2024
• Premium Statistic Travel product online bookings in the UK 2024
• Premium Statistic Travel product online bookings in China 2024
• Premium Statistic Travel product online bookings in India 2023
• Premium Statistic Importance to book a trip fully online among travelers worldwide 2023, by generation

Travel product online bookings in the U.S. 2024

Travel product online bookings in the U.S. as of March 2024

Travel product online bookings in Canada 2024

Travel product online bookings in Canada as of March 2024

Travel product online bookings in the UK 2024

Travel product online bookings in the UK as of March 2024

Travel product online bookings in China 2024

Travel product online bookings in China as of March 2024

Travel product online bookings in India 2023

Travel product online bookings in India as of December 2023

Importance to book a trip fully online among travelers worldwide 2023, by generation

Share of travelers who think it is important to be able to book their trip entirely online worldwide as of July 2023, by generation

Market leaders

• Premium Statistic Revenue of leading OTAs worldwide 2019-2023
• Premium Statistic Marketing expenses of leading OTAs worldwide 2019-2023
• Premium Statistic Marketing/revenue ratio of leading OTAs worldwide 2019-2023
• Premium Statistic Number of employees at leading travel companies worldwide 2022
• Basic Statistic Market cap of leading online travel companies worldwide 2023
• Premium Statistic Number of aggregated downloads of leading online travel agency apps worldwide 2023
• Premium Statistic Most popular travel and tourism websites worldwide 2024

Revenue of leading OTAs worldwide 2019-2023

Leading online travel agencies (OTAs) worldwide from 2019 to 2023, by revenue (in million U.S. dollars)

Marketing expenses of leading OTAs worldwide 2019-2023

Marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023 (in million U.S. dollars)

Marketing/revenue ratio of leading OTAs worldwide 2019-2023

Marketing to revenue ratio of leading online travel agencies (OTAs) worldwide from 2019 to 2023

Number of employees at leading travel companies worldwide 2022

Number of employees at selected leading travel companies worldwide in 2022

Market cap of leading online travel companies worldwide as of September 2023 (in million U.S. dollars)

Number of aggregated downloads of leading online travel agency apps worldwide 2023

Number of aggregated downloads of selected leading online travel agency apps worldwide in 2023 (in millions)

Most visited travel and tourism websites worldwide as of April 2024 (in million visits)

Booking Holdings

• Basic Statistic Revenue of Booking Holdings worldwide 2007-2023
• Premium Statistic Number of bookings through Booking Holdings worldwide 2010-2023, by segment
• Premium Statistic Operating income of Booking Holdings worldwide 2007-2023
• Premium Statistic Net income of Booking Holdings worldwide 2007-2023

Revenue of Booking Holdings worldwide 2007-2023

Revenue of Booking Holdings worldwide from 2007 to 2023 (in billion U.S. dollars)

Number of bookings through Booking Holdings worldwide 2010-2023, by segment

Number of bookings through Booking Holdings worldwide from 2010 to 2023, by business segment (in millions)

Operating income of Booking Holdings worldwide 2007-2023

Operating income of Booking Holdings worldwide from 2007 to 2023 (in billion U.S. dollars)

Net income of Booking Holdings worldwide 2007-2023

Net income of Booking Holdings worldwide from 2007 to 2023 (in billion U.S. dollars)

Expedia Group

• Premium Statistic Revenue of Expedia Group, Inc. worldwide 2007-2023
• Premium Statistic Revenue of Expedia Group, Inc. worldwide 2017-2023, by business model
• Premium Statistic Operating income of Expedia Group, Inc. worldwide 2007-2023
• Premium Statistic Net income of Expedia Group, Inc. worldwide 2007-2023

Revenue of Expedia Group, Inc. worldwide 2007-2023

Revenue of Expedia Group, Inc. worldwide from 2007 to 2023 (in billion U.S. dollars)

Revenue of Expedia Group, Inc. worldwide 2017-2023, by business model

Revenue of Expedia Group, Inc. worldwide from 2017 to 2023, by business model (in million U.S. dollars)

Operating income of Expedia Group, Inc. worldwide 2007-2023

Operating income of Expedia Group, Inc. worldwide from 2007 to 2023 (in million U.S. dollars)

Net income of Expedia Group, Inc. worldwide 2007-2023

Net income of Expedia Group, Inc. worldwide from 2007 to 2023 (in million U.S. dollars)

• Premium Statistic Airbnb revenue worldwide 2017-2023
• Premium Statistic Airbnb revenue worldwide 2019-2023, by region
• Premium Statistic Airbnb operations income worldwide 2017-2023
• Premium Statistic Airbnb net income worldwide 2017-2023

Airbnb revenue worldwide 2017-2023

Revenue of Airbnb worldwide from 2017 to 2023 (in billion U.S. dollars)

Airbnb revenue worldwide 2019-2023, by region

Revenue of Airbnb worldwide from 2019 to 2023, by region (in billion U.S. dollars)

Airbnb operations income worldwide 2017-2023

Income from operations of Airbnb worldwide from 2017 to 2023 (in million U.S. dollars)

Airbnb net income worldwide 2017-2023

Net income of Airbnb worldwide from 2017 to 2023 (in million U.S. dollars)

Trip.com Group

• Premium Statistic Total revenue of Trip.com Group 2013-2023
• Premium Statistic Revenue of Trip.com 2013-2023, by product
• Premium Statistic Revenue of Trip.com 2017-2023, by region
• Premium Statistic Net income of Trip.com 2013-2023

Total revenue of Trip.com Group 2013-2023

Total revenue of Trip.com Group Ltd. in China from 2013 to 2023 (in billion yuan)

Revenue of Trip.com 2013-2023, by product

Revenue of Trip.com Group Ltd. from 2013 to 2023, by product (in million yuan)

Revenue of Trip.com 2017-2023, by region

Revenue of Trip.com Group Ltd. from 2017 to 2023, by region (in million yuan)

Net income of Trip.com 2013-2023

Net profit of Trip.com Group Ltd. from 2013 to 2023 (in million yuan)

Tripadvisor

• Premium Statistic Revenue of Tripadvisor worldwide 2008-2023
• Premium Statistic Revenue of Tripadvisor worldwide 2017-2023, by business segment
• Premium Statistic Revenue of Tripadvisor worldwide 2012-2023, by region
• Premium Statistic Operating income of Tripadvisor worldwide 2008-2023
• Premium Statistic Net income of Tripadvisor worldwide 2008-2023

Revenue of Tripadvisor worldwide 2008-2023

Revenue of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

Revenue of Tripadvisor worldwide 2017-2023, by business segment

Revenue of Tripadvisor, Inc. worldwide from 2017 to 2023, by business segment (in million U.S. dollars)

Revenue of Tripadvisor worldwide 2012-2023, by region

Revenue of Tripadvisor, Inc. worldwide from 2012 to 2023, by region (in million U.S. dollars)

Operating income of Tripadvisor worldwide 2008-2023

Operating income of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

Net income of Tripadvisor worldwide 2008-2023

Net income of Tripadvisor, Inc. worldwide from 2008 to 2023 (in million U.S. dollars)

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Online Travel Agency Factbook 2022

Related reports.

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Report Overview

Skift Research’s Online Travel Agency Factbook is your one-stop shop to understand the global universe of online booking sites.

We collected data on and built individual profiles for the eleven largest publicly traded online travel agencies. We analyzed the scale, revenue, growth, profitability, historical performance, and customer acquisition ability of each OTA.

These businesses span five continents and account for a majority of all global online bookings (we estimate they represent ~75% of the total market).

This dataset allowed us to build a global market size as well as to draw up an apples-to-apples comparison of each business and understand how each OTA stacks up to their competitors across key performance indicators.

The online booking industry has mostly maintained commission levels and gross bookings are returning. Therefore, OTA revenue is recovering faster than most other travel sectors. However, profitability has been deeply hurt and is much slower to recover.

The ‘big 3’ OTAs – Trip.com Group, Booking Holdings, and Expedia Group – are steadily improving. The path ahead for smaller regionals like Lastminute.com, On the Beach, or Yatra is much choppier. Specialist product OTA results have been a coinflip. Airbnb won that toss and was the best performing booking site in the world during COVID, while on the opposite end of things Hostelworld has been one of the worst performing.

The full list of booking sites included is: Airbnb, Booking Holdings, Despegar, eDreams ODIGEO, Expedia Group, HostelWorld Group, lastminute.com, MakeMyTrip Limited, On The Beach Group, Trip.com Group (f/k/a Ctrip), and Yatra Online.

What You'll Learn From This Report

• Global Online Travel Agency Market Size.
• 11 Online Travel Companies in Numbers: Side-by-Side Comparisons.
• Key performance indicators for each OTA covering dollars earned, margins and growth profiles, marketing efficiency, and historical performance.
• Individual company profiles for each public booking site the explains what makes that particular OTA unique compared to the others.

Recent Release | 27 Oct 2022

The Economic Impact of Online Travel Agencies in United States and Canada 2019 – 2021

Tourism Consulting Team

Tourism Economics

In addition to generating significant economic impacts in terms of GDP and jobs, OTAs benefit the accommodation markets in both the United States and Canada (North America) through downward effects on rates and by expanding the number of room nights available to consumers.

This study conducted by Tourism Economics for Booking.com quantifies the incremental impact of online travel agencies on the tourism industries and broader economies of the United States and Canada. The number of travellers organizing travel through online travel agencies (OTAs) increased steadily from 2012 to 2019 to 724 million nights, which represented almost 1 in 4 nights booked in North America – a proportion of these nights and associated economic benefits would not have happened without the trusted information, transparency and choice provided by OTAs.

All travel bookings fell sharply during the pandemic, including some shifts in OTA use resulting in a lower impact on the tourism market and the broader economy in 2020 and 2021. OTAs still play an important role in matching evolving consumer demand with available supply.

Watch here to find out more about The Economic Impact of Online Travel Agencies in the US.

About the team

Our consulting team at Tourism Economics are the world’s leading analysts of the global tourism and travel sector. They combine their expert insight with our state-of-the-art economic models and tools to answer the crucial questions facing our clients. Lead consultants on the project were:

Matthew Dass

Associate Director, Tourism Economics

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The Impact of Online Travel Agencies Web Service Quality on Customer Satisfaction and Purchase Intentions

• Conference paper
• First Online: 01 February 2019
• Cite this conference paper

• Anna Kourtesopoulou 3 ,
• Sofia-Danai Theodorou 3 ,
• Athanasios Kriemadis 3 &
• Alkistis Papaioannou 3  

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

1948 Accesses

10 Citations

Background: Recent technological innovations which adapted from tourism sector have a decisive impact on the traveler experience. The rapid growth of the Internet usage, confirms that websites consist a critical competitive resource for tourism firms. In this dynamic environment, it is important for online travel agencies to fully understand what aspects of the website affect the perceived quality and to provide web services that fulfil online consumers’ needs. The main goal of the study was to investigate the effect of perceived quality on customers’ overall satisfaction, and purchase intentions of online travel agency services. Methods: The sample consisted of 346 internet users who had visited an online travel agency in less than one year, 192 of whom were women (55.5%) and 154 men (44.5%), and their age ranged from 18 to 62, with the majority of participants belong to the age category of 18–25 years old (26.6%). Data collection was performed through an electronic questionnaire, which was based on WebQual of Loiacono et al. ( 2007 ). The results: Results indicated that among all the quality factors, the ease of understanding, response time, and the website intuitive operation (ease to use and navigation) emerged as the most important. Quality perception was significantly different in terms of gender, age and educational level. Also, the perceived quality needs and purchase intentions were different for browsers and purchasers. With regard to the Internet user profile, the annual amount spending on online booking, the reasons of booking and the reason of visiting the website, seemed to influence the perceived quality. Correspondingly, purchase intentions were found to be affected by the reasons of booking and the reason of visiting the website. Finally, a positive correlation was found between the overall perceived quality and purchase intentions. Conclusions: The results of this study are considered important for practitioners in the online travel sector, by identifying significant factors that affect online consumers’ willingness to purchase and will also contribute to building the concept of online travel agency quality performance.

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Department of Sport Organization and Management, University of Peloponnese, Sparta, Greece

Anna Kourtesopoulou, Sofia-Danai Theodorou, Athanasios Kriemadis & Alkistis Papaioannou

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Correspondence to Anna Kourtesopoulou .

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University of West Attica, Athens, Greece

Vicky Katsoni

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Marival Segarra-Oña

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Kourtesopoulou, A., Theodorou, SD., Kriemadis, A., Papaioannou, A. (2019). The Impact of Online Travel Agencies Web Service Quality on Customer Satisfaction and Purchase Intentions. In: Katsoni, V., Segarra-Oña, M. (eds) Smart Tourism as a Driver for Culture and Sustainability. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-03910-3_24

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DOI : https://doi.org/10.1007/978-3-030-03910-3_24

Published : 01 February 2019

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Can online travel agencies contribute to the recovery of the tourism activity after a health crisis?

Journal of Humanities and Applied Social Sciences

ISSN : 2632-279X

Article publication date: 14 July 2023

Issue publication date: 28 August 2023

Online travel agencies (OTAs) have an important role to play in reactivating tourism activity following a health crisis by providing information about the health conditions of tourist destinations. Once developed, it is necessary to analyze the effectiveness of the information provided and ascertain whether the provision of such information effects the understanding of the value of using OTAs and, in turn, the intention to do so.

Design/methodology/approach

This paper, based on an empirical case study conducted during the COVID-19 pandemic, examines whether following a health crisis, the quality of information provided by OTAs on the health conditions of tourist destinations and the perceived value of their offer generate a greater OTA services reuse intention, and signals, therefore, a return to travel.

The results show the quality of the information positively influences the perceived value, but not the OTA services reuse intention. Rather, the perceived value positively influences the OTA services reuse intention.

Practical implications

Overall, it can be suggested that providing quality health information for a destination is a necessary strategy because it contributes to increasing the perceived value of OTAs. To incentivize the intention for repeated use of OTA services, it is necessary to consider the perceived value that influences the intention to make repeat OTA reservations.

Originality/value

This research offers a novel perspective about the OTAs’ contribution to the recovery of the activity of the tourism industry after a health crisis. This contributes to achieving a more resilient sector in the face of future health crises.

• Health crisis
• Online travel agencies
• Information quality
• Perceived value
• Reservation intention
• Intention to travel

Polo Peña, A.I. , Andrews, H. and Morales Fernández, V. (2023), "Can online travel agencies contribute to the recovery of the tourism activity after a health crisis?", Journal of Humanities and Applied Social Sciences , Vol. 5 No. 4, pp. 271-292. https://doi.org/10.1108/JHASS-12-2022-0171

Emerald Publishing Limited

Copyright © 2023, Ana Isabel Polo Peña, Hazel Andrews and Victor Morales Fernández

Published in Journal of Humanities and Applied Social Sciences . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Introduction

The COVID-19 pandemic was a stark reminder of the way in which tourism supply and demand is sensitive to both natural and anthropogenic crises. As future pandemics, which may have similar devastating effects on the tourism industry, cannot be ruled out ( Ivanova et al. , 2021 ; Magno and Cassia, 2022 ), it is important to identify strategies and mechanisms that contribute towards the sector’s recovery ( Sampaio et al. , 2022 ).

Studies that show the evolution of the extensive literature specializing in the study of crises in the tourism and hospitality industry identify a need to understand more about the impacts on consumer behaviour of market mechanisms and strategies (e.g. Berbekova et al. , 2021 ; Li et al. , 2022 ; Wut et al. , 2021 ). Although these works have focused on the perspective of the company (managers or employees), there is a gap in the literature regarding the effect that the adoption of these strategies exerts from the perspective of the market. The study of the effect that response measures to health crises adopted by companies have on consumer behaviour is key to moving forward in the face of potential future health crises. In a crisis context, and from the perspective of the consumer, the psychometric or “revealed preference approach” ( Fischhoff et al. , 1978 ; Slovic, 1987 ) is used to identify and test factors that help to mitigate tourists’ perceived risk and restimulate the desire to travel.

Online travel agencies (OTAs) are the leading tourist intermediary in the distribution of tourist services as an instrument for managing trips and searching for information pre-stay ( Cortés Bello and Vargas Martínez, 2018 ). OTAs have enough potential to generate consumer participation in the purchase choice process and during the search for information ( Harrigan et al. , 2017 ). In addition, consumers appreciate information provided by OTAs. This is because OTAs facilitate the reduction of the perceived risk about if one should travel and to where that occurs as part of the travel decision-making process. This is even more pertinent during periods of crises and the resulting greater uncertainty ( Gössling et al. , 2020 ; Menchero Sánchez, 2020 ).

Considering the capacity and potential of OTAs to offer value to the customer, it is worth analyzing whether offering a higher perceived value contributes to generating a greater intention to book a trip and therefore to travel again following a crisis. Among the different elements that OTAs can face to provide a service with high perceived value is time saved in the search for information about choices available ( Sarmiento Guede, 2017 ), affordable prices ( Rodríguez et al. , 2015 ), ease of usage ( Dwikesumasari and Ervianty, 2017 ) and service quality ( Talwar et al. , 2020 ). In addition, using an OTA at the height of the pandemic, and in its immediate aftermath, negated the need for an in-person visit to high street travel agencies, which afforded a greater sense of safety because it allowed social distancing.

Considering the need for information in accordance with the new trends of responsibility in public health ( De la Puente Pacheco, 2015 ), tourists are concerned about obtaining health information during trip planning. Accordingly, OTAs can adopt communication strategies based on the health information at a destination ( Wang and Lopez, 2020 ). At the same time, there is evidence that providing information about a destination’s sanitary conditions has a positive influence on the behaviour of potential tourists. This is especially during public health crises, when the perception of risk and concern for safety are most pronounced ( Jiang and Wen, 2020 ; Wang and Lopez, 2020 ).

The implications of variables, such as the quality of information in purchasing decisions within the online context, have been studied as an instrument to measure the quality of service and as an antecedent of the repurchase intentions ( Matute Vallejo et al. , 2015 ). The quality of information is also recognized as an important factor in the adoption of information by the electronic user ( Cheung et al. , 2008 ). There is, however, a lack of research that analyzes the influence of the quality of the information provided about the sanitary conditions of a destination during a health crisis and the impact on the perceived value and the intention to make travel reservations.

The lack of understanding about the influence of the quality of information about the sanitary conditions of a destination during a health crisis will be addressed in this paper. The overall aim of this study focuses in a novel way on identifying whether the provision of quality information about the health conditions of tourist destinations and the offer provided by OTAs (collected with the variable of perceived value) constitutes actions capable of prompting potential tourists to make reservations again, and therefore to travel in the context of a health crisis, such as that generated by COVID-19. More specifically, the research objectives are (1) to analyze whether the perceived value provided by OTAs has a positive influence on the OTA services reuse intention in the context of a health crisis, (2) to determine whether providing quality information about the sanitary conditions of the tourist destination has a positive influence on the perceived value of the offer provided by OTAs and (3) to examine whether providing quality information about the health conditions of the tourist destination has a positive influence on the OTA services reuse intention in the context of a health crisis.

Given the aim and objectives of this research it was necessary to conduct the research aims in a country that has been deeply affected by the global health emergency caused by COVID-19. Thus, Spain was selected for study because it was among one of the most badly impacted countries in terms of tourism during the crisis. This was due to the widespread restrictions placed on both domestic and international travel and government-imposed lockdowns around the world ( Gursoy and Chi, 2020 ). In addition, the tourism industry is a major economic driver in Spain ( Garrido-Moreno et al. , 2018 ).

Literature review

Online travel agencies, crisis management and the recovery of tourist activity in health crises situations.

The tourism industry is inherently vulnerable to disaster and external crises, from natural to anthropogenic incidents ( Ritchie, 2004 ). Despite some recent studies of crisis management in tourism, the field lacks research about both the impact of such events on specific organizations and responses to such events ( Faulkner, 2001 ; Ritchie, 2004 ). This section reviews existing literature on crisis management in the tourism industry. It, firstly, defines the main concepts. Secondly, it summarizes relevant studies of crisis management and recovery plans in the tourism industry.

There has been extensive discussion in the literature describing and conceptualizing what a crisis and/or disaster is. This is especially so in the context of the tourism industry ( Faulkner, 2001 ; Lo et al. , 2006 ; Ritchie, 2004 ). Faulkner (2001) conceptualizes disasters as unpredictable, catastrophic changes that originate outside an organization and over which it has very little control. As Kim et al. (2005) highlight, a disaster involves unexpected changes to which one can normally respond only after the event happens, by implementing contingency plans or responding reactively. A crisis is defined as any action or failure to act that interferes with an organization’s ongoing functions, achievement of objectives, viability or survival; or that has a detrimental personal effect on its main stakeholders ( Ritchie, 2004 ). It is argued that crises arise due to a lack of planning and proper management and could thus have been anticipated, whereas one can only respond to a disaster after the fact ( Kim et al. , 2005 ).

The COVID-19 pandemic was unique in nature, scale and complexity, combining a natural disaster with sociopolitical, economic and hospitality demand crises ( Zenker and Kock, 2020 ). To address this complex situation properly, tourism industry research must help managers implement crisis recovery and response strategies, with a view to providing valuable knowledge to inform and foster crisis-enabled transformations in the industry (e.g. Garrido-Moreno et al. , 2021 ; Romao, 2020 ; Sigala, 2020 ).

Development and implementation of crisis guidelines are essential to facilitate tourism’s recovery from negative events ( Kim et al. , 2005 ). The importance of post-crisis recovery in terms of a health issue has been discussed in the academic literature, and in terms of the COVID-19 pandemic, there is a greater emphasis on how to respond to such situations (e.g.  Garrido-Moreno et al. , 2021 ). Table 1 summarizes the main results of studies on health crisis management in major tourism journals (ordered chronologically), and recent studies of crisis management in the COVID-19 scenario.

The contributions collated in Table 1 are focused on the study of strategies and actions from the perspective of companies. What is missing is a consideration of the behaviour of customers. It is essential to consider the perspective of customers about the effect that measures adopted by hotels have in the recovery of tourist activity to understand the degree to which procedures are successful ( Sigala, 2020 ; Polo-Peña et al. , 2023 ). There is little research that consider the client’s point of view during a crisis (e.g. Peco-Torres et al. , 2021 ).

Indeed, Gursoy and Chi (2020) underline the need for research that provides answers to critical questions such as, for example, what are the factors that will influence consumers’ intentions to resume their consumption of tourism services ( Wang et al. , 2020 ). In crises contexts, perceived risk is a key variable affecting the changes in consumer behaviour. Perceived risk “refers to the combined measurement of ‘perceived probability’ and ‘perceived consequences’ of a certain event or activity” ( Bubeck et al. , 2012 , p. 1483). The psychometric or “revealed preference approach” is the most influential paradigm in modelling and forecasting risk perceptions and acceptance ( Fischhoff et al. , 1978 ; Slovic, 1987 ). Following on from Volgger et al. (2021) , the key insights of this risk perception/acceptance framework have been used in this research to identify and test factors that help to mitigate tourists’ perceived risk and encourage them to travel again.

The psychometric model asserts that informed awareness of a risk and how prepared someone is can increase acceptance of the risk. In general, preparedness and awareness are usually associated with increased notions of control over the risk and increased trust in the managers of the risk ( Fischhoff et al. , 1978 ; Slovic, 1992 ). This also applies in the tourism context ( Volgger et al. , 2021 ). One important method of increasing perceived control over risks is the provision of information related to the sanitary conditions of the tourist destinations that they wish to visit.

In relation to the process of tourists searching for information, an essential link in the chain of the tourism sector with the ability to influence the decision-making process of tourists are OTAs ( Ku and Fan, 2009 ). OTAs have visibility in the global market. Their use is part of the information search process that potential tourists usually carry out before travelling. This makes OTAs, therefore, ideal for providing information on the health conditions of tourist destinations that reaches the entire market ( Wang and Lopez, 2020 ). Additionally, after a health crisis, OTAs need tourists to start to reuse their accommodation services again. For this to happen, they require the use of effective strategies to guarantee the safety of potential tourists ( Niewiadomski, 2020 ; Wang and Lopez, 2020 ). In periods of crisis, intermediaries, such as OTAs, must face episodes of greater uncertainty that contribute to potential tourists perceiving a more attractive offer ( Rodríguez et al. , 2015 ) and a reduction in the perceived risk of travelling to affected areas ( Menchero Sánchez, 2020 ).

Despite the fact that much has been written about OTAs, the value they offered and the effect on consumer behaviour in times of health crises (such as COVID-19) have not, however, been previously analyzed. In addition, the role of OTAs and their use in contributing to the recovery of the tourism sector – by offering a higher perceived value and generating a greater intention to return to tourist accommodation services – have also not been assessed.

The effect of perceived value of the offer provided by online tourist intermediaries

The conceptual proposal made by Zeithaml (1988 , p. 14) defines perceived value as “the overall assessment of the utility of a product based on the perceptions of what is received and what is given”. As the perceived value construct reflects customers’ evaluations of the offer, it is considered to be the greatest indicator of key variables of customer behaviour (e.g.  Gallarza and Gil, 2006 ; Polo-Peña et al. , 2012 ).

There are numerous articles that have studied the effects of perceived value on consumer behaviour. In relation to the tourist context, the empirical studies carried out show the effect of perceived value on variables such as satisfaction ( Choe and Kim, 2019 ), trust ( Bonsón et al. , 2015 ), repurchase intention ( Choe and Kim, 2019 ) or consumer loyalty ( Chang and Wang, 2011 ). While in the online context, there is also evidence of the positive effects of perceived value on web user satisfaction ( Chen and Lin, 2019 ; Chang and Wang, 2011 ), trust ( Kim et al. , 2011 ), intention to use ( Li and Shang, 2020 ), the intention to continue using ( Yang et al. , 2018 ), the intention to purchase ( Talwar et al. , 2020 ), or repurchase ( Bonsón et al. , 2015 ; Droguett et al. , 2010 ), or consumer loyalty ( Karjaluoto et al. , 2019 ; Sabiote-Ortiz et al. , 2014 ). In addition, Talwar et al. (2020) found a positive relationship between functional value (perceived value dimension) and the intention to book accommodation through OTAs ( Talwar et al. , 2020 ).

The perceived value of OTAs in a health crisis situation has a positive and significant effect on the intention to reuse their services.

Effects of the quality of information about a destination’s health situation offered by online travel agencies

The new trends in the search for well-being and greater commitment to public health, in addition to the increase in tourists’ knowledge and the information available to them ( De la Puente Pacheco, 2015 ), materialize in the search for health information as a planning action prior to embarking on a trip. In exceptional situations, like a health crisis, tourists consider that it is necessary to spend time searching for security information as an antecedent to the decision of choosing a destination ( Wang and Lopez, 2020 ). This means that tourist intermediary agents must develop communication based on messages that provide effective reassurance to those who are willing to travel ( Liu-Lastres et al. , 2019 ).

In accordance with previous crises faced by the tourism sector in recent years, the development of appropriate messaging is crucial to develop travellers’ positive perceptions about travel and destinations. This, in turn, can influence behaviour during trips, or in the phase prior to the purchase decision. When it comes to public health, the content of the messages promoted is educational in an effort to protect the public from diseases ( Liu-Lastres et al. , 2019 ), and it is well-established that the said information must be of good quality. Cheung et al. (2008) describe the quality of information within the online context. They emphasize its effectiveness as a factor to be taken into account in the adoption of information by the electronic user. In turn, the quality of the information is also part of the advantageous features offered by virtual communities ( Mellinas et al. , 2016 ).

Research that has analyzed how information quality can affect consumer behaviour in the online environment has drawn three main conclusions. Firstly, the quality of the information will facilitate the success of the tourist intermediary ( Matute Vallejo et al. , 2015 ). Secondly, this will serve to evaluate its potential ( Cheung et al. , 2008 ), and, by corollary, thirdly, the information quality would positively affect the value of purchases online, both for the functional and affective components ( Kim et al. , 2012 ).

The quality of the information about the health situation of the destination provided by the OTAs in a health crisis situation has a positive and significant effect on the perceived value.

However, studies by, for example, Matute Vallejo et al. (2015) provide empirical evidence of the effect of the quality of information as an antecedent to intention to repurchase online (through the perceived usefulness of the web), so that when the client perceives quality in the information that the online seller displays on its website, the client would be predisposed to continue acquiring the services of the same seller. This leads to the study of the effect that the quality of the information provided by the OTAs, related to the sanitary conditions of the destination, can have on a consumer’s intention to reuse OTA services during a health crisis.

The quality of information about the health situation of the destination provided by the OTAs in a health crisis situation has a positive and significant effect on the intention to reuse their services.

Figure 1 shows the proposed research model.

Methodology

Research population and sample.

The research was conducted in 2020 in Spain, at a time when there was still a heightened awareness and concern about the risks related to COVID-19. The study of the effect of the quality of the information on COVID-19 provided by OTAs required that a representative OTA of the sector be selected, and, in addition, provide information about the sanitary conditions of the tourist destinations. This led to Booking.com being selected as the OTA of reference for the development of the research. Booking.com has been the leading OTA in the market for several years ( Balagué et al. , 2016 ; Lorenzo Padilla, 2017 ). It has also incorporated, as part of its services, information regarding the sanitary conditions of tourist destinations for its users. As in the cases of Liu et al. (2020) and Sánchez-Cañizares et al. (2021) , a convenience sample was obtained, with data collected for the empirical analysis by means of a self-administered questionnaire. The sample population consists of residents in Spain, who may potentially be travellers in the short/medium term within the environment created by the virus and with previous experience in the use of OTAs. The link to the survey was shared on social networks and travel forums for Spaniards.

A total of 394 responses were received. The distribution of the sample is similar to the structure of the population of domestic tourists in Spain (e.g. Sánchez-Cañizares et al. , 2021 ) in terms of gender (49.6% men and 50.4% women) and age (16% aged 18 and 24 years; 53.6% aged 25 and 39 years, and 30.4% from 40 years).

Questionnaire and measurement scales

The questionnaire consisted of two different parts: the first includes filter questions about information regarding the health situation of the tourist destination given by an OTA ( Booking.com ). The second part included the measurement scales of variables used in the research model and the sociodemographic and psychographic profiles of the respondent.

First, the respondent was consulted about the place within Spain they would like to visit.

Second, the respondent is informed that they are to be provided with information from the OTA referring to the destination that the respondent had indicated that they wished to travel to and that this would be displayed for at least 80 s.

The information provided adopted a format like the one used by Booking.com in Spain. This information included two images with information about the sanitary conditions of the tourist destination to which they wanted to travel.

The second part of the questionnaire included the measurement scales of the variables collected in the research model ( Appendix ). Specifically, the “perceived value of OTAs in a health crisis situation” variable is measured based on the scales proposed in the literature such as, for example, by Choe and Kim (2019) , Lee et al. (2015) , Lin and Huang (2012) , Mohd Suki (2016) and Talwar et al. (2020) . The Quality of the health information of the destination variable is made up of four items adapted from Bailey and Pearson (1983) and Hur et al. (2017) , both are examples of applied research in the field of social networks and online media. The intention to reuse the OTAs’ services variable is made up of three items adapted from Matute Vallejo et al. ’s (2015) , study that analyzes the characteristics of word of mouth in the electronic context and its impact on online repurchase intention.

In addition, the variable previous image of the OTA ( Drolet et al. , 2007 ; Keppel, 1991 ), which although is not part of the research model, is included as a control variable that corrects the possible bias that can be introduced in the assessment of the relationships established between the variables analyzed.

The items of the measurement scales included Likert-type items from 1 to 7 points, with 1 being “totally disagree” and 7 “totally agree”, except for the previous image of the OTA scale that was a semantic differential.

Finally, the sociodemographic and psychographic variables of the respondents were collected.

Analysis strategy

The research model used ( Figure 1 ) shows the relationships included in the hypotheses. It is suggested that destination-related health information influences perceived value and intention to reuse OTA services, and that perceived value influences intention to reuse OTA services. Additionally, the “previous image of the OTA” variable was included as a control variable that acts on the “perceived value of OTAs in a health crisis situation” and the “intention to reuse the OTAs’ services” as a mechanism to correct the possible bias that can be introduced in the assessment of the relationships established between the variables analyzed based on the previous image of Booking.com held by the respondents in the study.

The structural equation modelling (SEM) methodology was deemed the most appropriate, given that the research model includes latent variables that are not directly observable ( Hair et al. , 2018 , pp. 541–591). SEM is a multivariate analysis technique widely used for this type of test, and it brings together methodological techniques that have been perfected over time and developed in various disciplines ( Hair et al. , 2018 , pp. 541–591). SPSS 21 and AMOS 21 data analysis software were therefore used to examine descriptive statistics and the factor structure of the proposed scales, and the hypotheses were tested using SEM. SEM allowed us to perform validation tests on the measurement scales (which requires adequate reliability and validity of the scales) and then test the relationships between the variables of the research model (to provide empirical evidence in relation to the research hypotheses proposed).

First, the psychometric properties of the proposed model were estimated and evaluated. Since the multivariate normality test of the variables included in the proposed model proved significant, the estimation was conducted using the maximum likelihood model combined with the bootstrap methodology ( Yuan and Hayashi, 2003 ). Even applying this technique, the Chi-square value remained significant. The fact that the results of the Chi-square were significant was due to its being sensitive to sample size. In this case, a valid reference was the value of Normed Chi-square, which gave a value of 1.86 – within the limits recommended in the literature. As for the overall fit of the model, the RMSEA value was (0.07). The incremental fit measures of CFI (0.91), IFI (0.92) and TLI (0.91) were also found to be adequate. Thus, the model fit can be said to be acceptable in line with the recommendations of Hair et al. (2018) .

Evaluating scale reliability and validity

The dimensions included in the research variables (“perceived value of OTAs in a health crisis situation”, “quality of the health information of the destination”, “intention to reuse the OTAs’ services” and “previous image of the OTA”) reflect the composition of the scales when their validity and reliability can be confirmed ( Devlin et al. , 1993 ). To achieve this, the standardized charges, the individual reliability coefficient ( R 2 ), the confidence interval and the significance of each one of the items included must be analyzed ( Table 2 ). The reliability indicators show a value greater or close to the minimum acceptable limit which is 0.50 ( Hair et al. , 2018 ). The next step is to verify the internal consistency of each one of the dimensions on the first-order and second-order scales. Consistency can be measured with composite reliability and variance extracted. In both cases, the values obtained are acceptable, as they are close to or above the reference value of 0.70 for composite reliability and 0.50 in the case of variance extracted ( Hair et al. , 2018 ) ( Table 2 ). The results obtained to date lead to the conclusion that the set of first-order dimensions proposed to measure perceived value – quality information, OTA services reuse intention and previous image is valid – given that it allows the existence of adequate validity and reliability to be confirmed.

As regards second-order construct, Table 2 shows the standardized charges, individual reliability, confidence intervals, and the level of significance for each of the first-order dimensions included, as well as for the composite reliability and variance extracted for second-order construct. It can be seen that the scale for perceived value offers individual reliability levels above or close to 0.50. That is, with the exception of the social dimension which show a value lower than the recommended levels are not removed from the model. This is because their removal does not significantly improve the overall fit of the model and can adversely affect the validity of the content ( Hair et al. , 2018 ). Similarly, overall these results contribute to determining that the second-order scale referring to perceived value has a high level of internal consistency.

Finally, the discriminant validity was assessed among the different variables and dimensions included in the research model. For this, the method proposed by Anderson and Gerbing (1988) is used according to which, for there to be adequate discriminant validity, the confidence interval of the estimated correlation coefficient must not include the value “1”. The results achieved in relation to the measurement scales used in the study indicate that the scales are adequate for measuring each of the variables included in the research model ( Table 3 ).

Taken together, the results show that the measurement scales used for the variables of perceived value, quality information, OTA services reuse intention and previous image provide adequate convergent and discriminant validity.

Evaluating the research model

Returning to the proposed research model, it is necessary to consider the effect that the previous image of the OTA exerts as a control variable. The previous image of the OTA does not have a significant effect on the perceived value (since the standardized load is 0.14, with a p -value ≥0.05). It does, however, on the intention to reuse the OTAs’ services with a p -value ≤1% (with a standardized load of 0.29). These results show the adequacy of having considered the previous image of the OTA variable as a control variable, since it has allowed bias correction introduced in the research model.

Next, the relationships between information quality, perceived value of OTAs and OTA services reuse intention with the current health crisis conditions were analyzed ( Figure 2 ):

Hypothesis 1 proposed that perceived value of OTAs in a health crisis situation has a positive and significant effect on OTA services reuse intention with the conditions of the health crisis. The results showed a statistically significant relationship between the two variables ( p -value≤ 0.01). The direct effect was 0.60, with a confidence interval of between 0.39 and 0.77. Thus, there is empirical support for this hypothesis.

Hypothesis 2 proposes that quality of the health information of the destination has a positive and significant influence on perceived value of OTAs in a health crisis situation. The results showed a statistically significant relationship ( p -value≤ 0.01), with a direct effect of 0.51 and a confidence interval of between 0.33 and 0.65. Therefore, this hypothesis also finds empirical support.

Hypothesis 3 proposed that quality of the health information of the destination has a positive and significant effect on the OTA services reuse intention with the conditions of the health crisis. The results showed a non-statistically significant relationship between the two variables ( p -value = 0.37). The standardized coefficient was 0.09, with a confidence interval of between −0.07 and 0.26. Thus, there is no empirical support for this hypothesis.

Discussion, conclusions and implications

The COVID-19 global pandemic had profound impacts on the travel and tourism industry. Similarly, future scenarios cannot be discounted ( Ivanova et al. , 2021 ; Li et al. , 2022 ; Magno and Cassia, 2022 ). Further, the COVID-19 pandemic generated conditions that allowed the sector to identify actions and strategies that can contribute to achieving greater resilience ( Kumar et al. , 2022 ; Li et al. , 2022 ).

In this paper, we have considered the development of the study of crisis management before and during the pandemic. The systematic review made it possible to identify an interest in obtaining greater knowledge about the use of market mechanisms and strategies, and their effects on consumer behaviour (e.g. Berbekova et al. , 2021 ; Li et al. , 2022 ; Wut et al. , 2021 ). Chen et al. (2022) found that although previous epidemic research has foregrounded consumers’ perceptions of risk and associated changes to their travel behaviour, potential strategies for ameliorating such behavioural changes while maintaining safety and security have mainly been ignored. Such strategies should not simply be applied, but preferably carefully measured by researchers for their impacts on consumers’ behaviour. This paper addresses this concern by offering original insights into whether providing quality information about the sanitary conditions of the destination influences the perceived value offered by OTAs and the reuse intention. It provides empirical evidence indicating that (1) providing quality information on the sanitary conditions of the destination influences the perceived value of the OTAs, but not the reuse intention; although, (2) the perceived value offered by the OTAs positively influences the OTA services reuse intention.

In accordance with emerging trends, such as a greater commitment to public health and a search for well-being ( De la Puente Pacheco, 2015 ), in times of crises and situations of uncertainty, tourists are increasingly searching for quality information that guarantees their safety during a trip ( Félix Mendoza et al. , 2020 ). The quality of the information must be present in the context of social networks and, even more so, in the offer of OTAs ( Mellinas et al. , 2016 ). In the research for this paper, a strategy based on risk communication and guidelines has been proposed as prevention and protection instruments for tourists that can be implemented by tourist intermediaries. For this study, this information was explicitly included through the information quality variable ( Cheung et al. , 2008 ).

More knowledge is needed regarding the effect that the adoption of this type of action generates from the market perspective in key variables of consumer behaviour (e.g. Volgger et al. , 2021 ). From the “revealed preference approach” ( Fischhoff et al. , 1978 ; Slovic, 1987 ), this research gives empirical evidence about the effect of factors that affect the risk perception and the perceived control tourists exert on perceived value and the intention to resume using OTA services.

The findings of this research make several contributions to knowledge. Firstly, specialized literature on crisis management in the tourism and hospitality industry shows interest in knowing more about the use of market-oriented actions and their impacts on consumer behaviour (e.g. Wut et al. , 2021 ; Li et al. , 2022 ). Also, Chen et al. (2022) recognize that it is necessary to develop a greater knowledge about consumers’ perceptions of risk and associated changes to their travel behaviour and how taking action can contribute to ameliorating the reuse and value of services when travelling while maintaining safety and security.

Specifically, the findings make several contributions to knowledge. There is previous literature examining the quality of health information about a destination and the subsequent effects on the perceived value in the online tourism context. For example, Cheung et al. (2008) test the influence of the quality of the information on the perceived usefulness of the user in the electronic field and Kim et al. (2012) show how information quality would positively affect the value of online purchases, on utilitarian and hedonic dimensions. The first contribution to knowledge is that the results achieved in this work mainly concur with the findings of previous research, showing that the quality of the health information of the destination has a positive influence on the perceived value of the OTA. This corroborates that when the tourist receives quality information about the situation of a health crisis at tourist destinations this, in turn, attributes a greater value to the offer proposed by the OTA.

Previous studies have identified the influence of information quality as an antecedent of the intention to repurchase online, through the influence of the perceived usefulness of the website (e.g. Matute Vallejo et al. , 2015 ), but the direct relationship between the quality of the health information of the destination and the intention to repurchase from the same OTA has not been analyzed. In this work, this relationship has been tested empirically, reaching a result according to which there is no direct significant relationship between the quality of the information related to the health situation of the destination and the OTA services reuse intention. It can be deduced from this that an improvement in the quality of information perceived by tourists would not directly influence their desire to book through the OTA’s platform. The second contribution to knowledge is that these results indicate that in situations of high uncertainty, such as a health crisis, providing quality information about the health conditions of the tourist destination is not enough to encourage potential tourists to book again through OTAs.

Lastly, it has been found that perceived value of OTAs in a health crisis situation positively and significantly influences the OTA services reuse intention in the context of a health crisis. This result is consistent with the empirical evidence of previous research, and shows that an improvement in the value perceived by the tourist of the OTAs offer would have a positive and significant impact on a tourist’s desire to travel, even in the context of a health crisis.

Considering all the results about the relationships established between the variables of quality of the health information of the destination, perceived value of OTAs in a health crisis situation and OTA services reuse intention, it can be suggested that providing quality health information about the destination is a necessary strategy because it contributes to the higher value potential tourists attribute to the offer provided by OTAs. This is not enough, however, to arouse the OTA services reuse intention (and consequently to travel). In order to incentivize the OTA services reuse intention, it is necessary to consider quality health information together with the perceived value of its offer, which does influence the intention to make repeat reservations with the OTAs.

Implications for practitioners

Some of the results of this research have practical and professional applications for tourist and hospitality intermediaries that operate online.

Recommendations can be made about the application of strategic measures appropriate to the development of the offer presented by OTAs and other tourist intermediaries. As an appropriate measure that OTAs can take advantage of to deal with tourism crises, the development and implementation of a risk and crisis communication strategy aimed at potential tourists stand out with the conviction that the perceived risk of travelling will be reduced and the security perceived by the individual in the tourist destination will be increased. At the same time, this measure must be based on quality information. In other words, it is suggested that providing quality information regarding the health situation of the tourist destination is essential information that should be incorporated into the portals of OTAs and other tourist intermediaries. To this end, in the preparation of the said information, OTAs should consult specialized organizations dedicated to studying the health crisis situation, and government institutions to provide reliable and consistent information.

The results from the research model support the idea that the actions of OTAs could contribute to awakening the desire to travel. In view of the fact that intermediary agents have the opportunity to play a relevant role in the recovery of tourist activity, these intermediaries, in addition to providing their own information and that of official government guidelines, also provide official and verified information on their web portals.

However, it has been shown that without an increase in the value of the OTAs’ offer to their users, the strategy based on the provision of quality information on the health situation of the destination is not enough to encourage the intention of the reuse of the OTAs’ services and make reservations for accommodation. In this sense, the results identify that transmitting offer of high perceived value – in which a convenience, social, emotional and epistemic value is contemplated – is key to encouraging the intention to make reservations again through the OTAs.

Taken together, the results show that the adoption of an adequate strategy by OTAs can influence the reuse intention and book accommodation, and therefore, return to travel in a pandemic context. For this, the incorporation of quality information on the sanitary conditions of the destination and transmitting offer of high perceived value is relevant.

Limitations and future research directions

Like all empirical research, this work has limitations that must be considered and, in turn, contribute to recommendations for future research. The first limitation relates to the study context. The study was carried out in the immediate aftermath of the COVID-19 pandemic in the Spanish domestic market. In this respect, it can only act as a “snapshot”, small case study about the unfolding situation. Thus, the first recommendation for further research is to replicate this study in other geographical contexts, and the second is to extend the sample to the international market.

A second limitation is the choice of variables. Although variables relevant to consumer behaviour were selected, there are other relevant variables in contexts of high uncertainty and market strategies. Future research should consider other relevant variables for consumer behaviour, such as risk or perceived safety or the value of user-generated content provided by OTAs. It is also interesting that for future research, more complex research models are tested in which a greater number of variables typical of consumer behaviour and the relationships between them are included. Despite these limitations, if, as predicted, the world faces health emergencies in the future, any knowledge about how the market can respond to support the tourism sector’s recovery is of value.

Another potential line of scholarly inquiry would be to include in the research model other characteristics, or qualities, about the individual respondents that may influence their perceived risk, such as self-efficacy, in addition to considering alternative business strategies that may influence the consumer to perceive a lower risk and decide to return to using an OTA’s services.

Research model proposed

Outline of results from the proposed research model

Studies examining crisis management and strategic measures to overcome crises

Source(s): Own elaboration from literature review

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Acknowledgements

This work was supported by the por la Consejería de Universidad, Investigación e Innovación de la Junta de Andalucía y por FEDER, Una manera de Hacer Europa (Research Project A-SEJ-462-UGR20).

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60+ online travel booking statistics & trends

A look at how the online travel booking industry has fared so far.

• The online travel industry generated revenue worth $667.55 billion in 2023. The travel industry is projected to grow at a compound annual growth rate (CAGR) of 12.99% between 2023 and 2030—when it’s expected to hit $1569.25 billion.
• China has the highest growth potential in the online travel booking industry. This growth can be attributed to the growth of the middle-class income group, an increase in disposable income, and wider access to the Internet.
• Flight demand in 2023 was roughly 95% of what it was before the coronavirus pandemic.
• In the six surveyed countries, 50% of travelers planned to travel more in March and May 2023, compared to the same period the previous year.
• 31% of those who changed their travel plans in 2023 planned to reduce travel or take shorter trips due to increasing cost-of-living prices, while 27% opted for booking closer-to-home trips.

How people book—researching and buying behaviors

• According to the Trends Global Survey, 80% of global travelers surveyed feel it’s important to be able to book their trips entirely online, with 86% of Millennials and 83% of Gen Zers leading the charge.
• 76% of global travelers said they look for travel apps that reduce the friction and stress of travel.
• Last year, the top five online resources used by most travelers were: OTAs (80%), search engines (61%), social media (58%), airline websites (54%), and meta-travel websites (51%).
• Travelers spent over 5 hours consuming online travel content to seek inspiration and plan their trip in the 45 days before finally booking their journey.
• Social media had the greatest influence on leisure travelers’ travel destinations, with 75% of travelers saying social media posts inspired their trips to a specific destination in 2023. 
• Most American travelers (92%) in 2023 said that they wanted to save on travel by focusing on accommodation prices instead of amenities (39%) and driving instead of flying (35%). 
• Reviews from other travelers (29%) 
• Free WiFi (24%)
• Accommodation facilities (23%)
• Room photos (22%)
• In the consideration stage of planning and booking corporate travel , videos, and photos are the two most critical factors that affected global travelers’ decisions in 2022. They also looked at a hotel’s ability to showcase its amenities and guest experience while deciding on a place to stay.
• Three of the most impactful deal breakers for most travelers were bland and unappealing hotel rooms, non-aesthetic food photos, and boring content presentation.
• 17% of people in the United States have bought some form of travel app subscription to help them plan their travels in 2022.
• By June 2023, travel app log-ins were 87% higher than by the end of 2019.

Online booking statistics indicate a renewed outlook of travelers worldwide

• In 2023, a large majority of travelers (72%) said they preferred to book their trips online, compared to only 12% that preferred using a travel agency.
• Of those that book travel online, 53% cited it’s because of the speed at which they can plan their trip (perfect for last-minute trips), 47% said it’s easier to compare prices and 42% said it’s better to find cheaper deals.
• It’s forecasted that 76% of total revenue in the tourism and travel sector will be generated through online sales by 2028.
• Monday was the most popular day for booking travel, and Saturday was the quietest day.
• 63% of travelers believed technology plays a key role in controlling health risks during trips and reduces travel anxiety in a post-pandemic world.
• The percentage of shoppers that abandoned their travel purchase was 85% for desktop users and 91% for those buying on a mobile device.
• In 2023, 48% used their mobile device for destination research, 47% to compare transport and accommodation prices, and 40% to book flights and hotels.
• 97.8% of travel executives stated that AI would have an impact over the next 1-5 years in the industry.
• Over a fifth (22%) of global travelers have used ChatGPT or similar AI chatbots to plan travel.
• Four out of five travelers who booked online visited an OTA "at some point" before booking, "even if travelers booked on another website."

Biggest blockers and frustrations in online travel booking

• 45.1% of travelers said they were concerned about how much data companies hold on them in 2023 and only 23.1% felt in control of their data.
• In a study of 15,000 Tripadvisor reviews, it was found that flight irregularities emerged as the most discussed topic (36%) for travelers, compared to 20% in 2019.
• 43% of Americans didn’t like booking travel, including 23% of GenZ travelers. The experience gap between booking travel and actually traveling is notably high.
• One in three travelers prioritized flexibility over all other factors when making reservations.
• 74% of travel agents surveyed believed buying and selling travel plans could be simplified. 86% of agents were in favor of modernizing the user experience to boost online travel sales.
• One of the biggest factors hampering travel bookings was the lack of transparency. Comparing too many options is challenging and becomes a roadblock.
• A third of families considered the process of searching for the best flights and making online hotel bookings extremely time-consuming—23% of them didn’t enjoy booking trips.
• 43% of business travelers felt frustrated that the search function of travel sites was limited to the budget or the date.
• 60% of surveyed travelers believed travel options were filled with hidden costs and were not upfront enough.
• 45% of travelers preferred booking a trip from start to finish from a single website that presents options for flights, accommodations, car rentals, and extras.
• Millennials booked their travel needs via travel agencies. They’d book their hotel via travel agencies, however, 52% would look at the hotel’s website for more information.
• Users spent, on average, 40% more via desktop than mobile devices when booking online. SaleCycle said that “perhaps users feel more comfortable booking high-ticket holidays on a bigger screen.”

Travel booking is going mobile

• People used mobiles to browse more than purchase since 60% of all online traffic came from mobile, however, desktop accounted for 62.5% of online sales.
• The mobile users’ average online order value has grown by 29% since 2020. 
• The mobile travel booking market is projected to grow at an anticipated value of $612.5 billion by 2031.
• In 2020, the gap between desktop and mobile booking sales was 75% compared to 2022 where the gap was reduced to 40%.
• Almost one-third (32%) of travelers used a website through a mobile device to book travel and 23% used a mobile app directly in 2023.

How is online business travel booking evolving

• 87% of business travelers and corporate travel managers wanted more simplified booking services and processes. 42% of them thought booking a trip was actually more challenging than traveling itself.
• 82% of travel agents reported a need for digital retailing for both leisure and business travel. A better customer experience is a priority for both types of travel.
• Travel booking fell short of the top three easiest buying experiences behind booking a restaurant online, buying clothes online, and browsing and buying electronic/physical goods online.
• For 38% of respondents, the average frequency of business trips was once every 2-3 months. 32% traveled once or twice every month for business purposes.
• Business travelers spent 52 days getting inspired and planning their trip, and 43 days between booking and starting their trip.
• 87% of employees think that in-person meetings and business travel are important to company growth.
• However, despite there being more interest in business travel, companies were worried about their carbon footprint. In fact, four in 10 European companies and a third of American companies said they needed to reduce travel per employee by more than 20% to meet their 2030 sustainability targets.
• In 2024, 63% of companies are investing more in sustainable travel and 80% of business travelers want more sustainable options when booking.
• 88% of corporate travelers want full transparency into what they are buying when buying online.

Role of online travel agents in a post-pandemic world

• 41% of those surveyed preferred booking via online travel agencies (OTAs) while 29% booked via travel agents or operators. Around 20% of them booked via travel agents.
• Demographical data from North America showed that people under 35 years of age were more inclined to use OTAs for booking hotel rooms.
• The average browser abandonment rate for OTAs was approximately 81.54%, indicating how travelers frequently used online travel booking websites to find and compare options.
• In a scenario where prices are identical on hotel websites and OTAs, 70% of respondents said they would book via an OTA.
• Some of the biggest reasons why people preferred OTAs were the security, convenience, loyalty discounts, and credible online reviews that they offered.
• Booking trends indicate that 12% of travelers thought booking websites should provide a much faster and more frictionless experience than booking directly on hotel websites.
• Out of the 141 pages that travelers looked at 45 days before traveling, OTAs were the most viewed (67), followed by airline websites (33).
• OTA’s are used by 80% of travelers before making any purchase.
• 61% of travelers visited an OTA before making a booking on a hotel site.

Modernize the way you book business travel

Travelers take a stand for sustainability.

• 74% of travelers thought people needed to make more sustainable choices to save the planet for future generations.
• 64 % of American travelers said in 2023 that they were looking for accommodation establishments with high sustainability innovation and practices.
• In 2023, 49% of travelers believed more sustainable travel options were too expensive, however, 43% said they were willing to pay extra for travel options with a sustainable certification.
• In 2022, 66% of travelers wanted travel companies to offer more sustainable travel choices. However, in 2023, that number increased to 74%.
• 76% of global travelers wanted to travel more sustainably in 2023.
• More than half (51%) of travelers said there weren’t enough sustainable travel options and 43% could recall seeing at least one product or service on a travel website that had to do with sustainable travel.
• Almost two-thirds of travelers (61%) said they wanted to use more environmentally-friendly modes of transport like trains.
• Almost 80% of travelers said they were willing to spend at least 10% more for eco-tourism and adventure travel in 2023.
• Global travelers were increasingly attentive to how far they traveled and what means they would take to make their journeys. 23% of them chose to minimize their carbon footprint by picking a destination closer to home.

Put sustainability at the core of your business travel policy

Online travel booking is here to stay.

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The Complete Guide to Booking Travel Online

What is an online travel agency, and what are the best sites and apps to use to search for hotels and flights we break it all down for you..

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There’s a lot to navigate when researching and booking travel online.

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My first travel adventure was to Venezuela. I booked the ticket with a travel agent over a pay phone. The agent searched a dozen flight itineraries over a few days, all so I could save $15.

Times have changed. Today, flight searches start online , often on your mobile device. Passengers book either directly with the airline or hotel or with online travel agencies. Rarely do we get on the phone. In fact, American Airlines and United Airlines charge $25 to make a domestic flight booking by phone. And pay phones hardly exist anymore.

So, what is the best way to book online? Here is our complete guide to online travel agencies, search tools, and the variety of booking options available on both mobile devices and desktops.

What is an OTA?

An online travel agency, or OTA, is a website or mobile app that allows users to search for and book travel services such as flights, hotels, car rentals, cruises, and activities. The booking is made directly with the online travel agency but confirmed by the service provider, such as an airline or a hotel. As a customer, your relationship is with the OTA.

What are the main OTAs?

Many online travel agencies nowadays are owned by two main companies: Expedia and Priceline. The Expedia Group is the largest online travel agency in the United States with 70 percent market share, according to travel data firm Phocuswright. Expedia Group operates Expedia.com , Orbitz, Hotels.com , Trivago, CheapTickets , Hotwire , Vrbo , and Travelocity .

Priceline is a major competitor to Expedia, with global revenues larger than the Expedia Group. The company owns Priceline.com, Booking.com, Cheapflights, Momondo, and Kayak—the latter two being metasearch engines (more on that below).

There are also independent newcomers such as Hopper (a mobile-only booking tool) and Kiwi.com (which allows you to book flights on air carriers that don’t normally have a commercial relationship).

Are OTA fares lower than booking directly?

Generally, no. The fares that are displayed by an OTA will be similar if not slightly more expensive when compared to an airline’s website. They’re usually only a few dollars higher or lower. The OTAs charge a booking fee to the airlines, and often that fee is passed directly to consumers. For example, Lufthansa tacks on an additional $18 to any booking made through an OTA for Lufthansa flights. The same flights are exactly $18 cheaper on the airline’s website.

Where you can score a good travel deal through an OTA is when booking a last-minute hotel and flight package. Many OTAs have cut agreements with airlines allowing last-minute travelers to access lower rates than are typically available when passengers book a flight alone.

Are all airlines available to be booked through OTAs?

No. Many OTAs do not display flights from some of the low-fare leaders. For example, Southwest and Allegiant flights are not available through OTAs; the same goes for Ryanair in Europe. And, earlier this year United Airlines threatened to pull out of Expedia altogether, only recently signing a multi-year agreement to stay in. The airlines would rather not lose any margin to online travel agencies in an already low-margin industry and would rather maintain a direct relationship with the customer.

Are smaller OTAs safe to use?

Expedia and Priceline are the two largest players in the online booking space, but there are dozens of independent OTAs, such as CheapOAir, OneTravel, JustFly, and SmartFares. Confusingly, you might actually stumble on ads for these OTAs while using Expedia or Priceline sites. That’s because the larger OTAs earn revenue through advertising, sending passengers to smaller OTAs and charging those OTAs for the favor.

Buyer beware: some of these lesser-known OTAs are masters at hidden fees. For example, a flight search on JetBlue allows for free seat selection in many instances. If you perform the same search on FlightNetwork, an independent OTA, and select a seat, you will be charged an additional $25—despite the fact that JetBlue doesn’t charge a seat selection fee if you book directly.

What if you need to change your itinerary?

Itinerary changes are often a pain. If your plans change, it won’t matter whether you’ve booked directly with an airline or with an OTA—you’re going to pay fees for the privilege, if you can even change your ticket at all.

For example, CheapTickets.com, which is part of the Expedia Group, charges $25 to change or cancel a ticket if that change is requested after 24 hours of making the booking—it is free if you do so within 24 hours of booking. However, the fees go up from there. JustFly, an independent OTA, charges a $75 fee for changes to domestic flights in addition to airline change fees, plus the difference in fare, for tickets that can be changed. For an international trip, the fee rises to $200. That means to change an international flight with Delta (which charges a $100 change fee) booked through JustFly, you’ll be assessed $300 in fees, plus the difference in fare. At that rate, you may as well book a new flight. FlightNetwork indicates in its terms of service that changes may incur a change fee but doesn’t specify what those fees are. That hardly makes the few dollars you saved by booking with the OTA in the first place worth it.

What is an OTA price match policy?

To assure travelers that they are getting the lowest fare possible, many OTAs have a price match policy. The rules vary and so do the benefits.

For example, if you book with Orbitz and find a less expensive flight, car rental, or activity on any U.S.-based website within 24 hours of your booking, Orbitz will refund you the difference you paid. And it works: I have personally found a flight in the same class, on the same airline, for the same origin and destination cities, and requested Orbitz to refund the difference of around $35. Within a few weeks, I received a check in the mail. A similar program applies for CheapOAir, but there’s a catch—the price difference must be found on a major OTA such as Expedia or Travelocity.

Expedia has a particularly good price match policy, but you have to pay extra for it at the time of booking. Expedia offers the price match option as an add-on that costs between $5 and $30 when you book. With the price match applied, if the airfare on Expedia drops between 120 days of the flight and up to six hours before the flight, Expedia will automatically refund you the difference in fare. Unfortunately, fares generally do not drop substantially as the travel date approaches, so while this might give you peace of mind, it’s probably not worth the expense.

How do Google Flights and other travel metasearch engines work?

Frequent fliers are likely familiar with websites such as Google Flights, Kayak, Momondo, or Skyscanner. On these websites, passengers search on the site but are redirected to the service provider to complete the booking, such as an airline, rental car company, or hotel.

Metasearch started with a product called ITA Matrix, which is a tool for searching airfares online but not for actually booking online. ITA Matrix allows for multi-city searching, such as setting two different departure or arrival airports, and for offering a calendar view of fares for easier comparison. That company was acquired by Google in 2011, and savvy travelers swear by it to help find the least expensive fares online. Most consumers are more familiar with Google Flights, which has gained traction more recently not least because it has the benefit of being displayed first in search results on Google.

Metasearch engines receive distribution fees from the airlines for sending traffic to the supplier websites. There are no additional hidden fees for using a metasearch engine because you’re booking directly with the airline or hotel.

A major benefit of the metasearch engines is their price tracking tool, which lets users know whether the displayed fares are low, average, or high for the flight, allowing travelers to make a more informed decision on whether to book a flight or not . Google Flights and Kayak, for instance, both have price tracking tools.

Why not just book directly?

The airlines would definitely much rather you book directly with them. Over the past five years, they have gotten much better at marketing and selling their product directly to consumers online and through mobile sites and apps. But in the past, they weren’t so good at it. In fact, Delta, Northwest, United, American, and Continental got together to invest $145 million to launch Orbitz in 1999 to counter the threat from Expedia. Now Orbitz is owned by Expedia.

The airlines also try to encourage customers to book directly so that they can maintain a closer relationship with them. It allows carriers to connect bookings with loyalty programs and create special offers and discounts catered to individual passengers.

There is another benefit to booking directly. The U.S. Department of Transportation requires carriers to hold a reservation at the quoted fare for 24 hours without payment or allow a reservation to be cancelled within 24 hours without penalty, so long as the booking is made at least seven days before travel. The law applies, however, only to U.S. and foreign air carriers that have websites marketed to U.S. consumers. This means that, in theory, an online travel agency does not have to offer such a policy, although most OTAs do.

What are the options for booking on your mobile device?

Airlines and the major OTAs all have apps to help you book and manage your trip on your mobile device, but their functionality is lacking compared to these websites’ desktop editions. For example, Expedia’s app doesn’t allow you to view flights on a month-view calendar. Kayak has an app with more bells and whistles and a better user interface, including a month-view calendar with color-coded pricing. It also has a handy “augmented reality” function to help you see if your carry-on bag will fit in the overhead bin (a feature originally developed by KLM). Point your phone’s camera at the luggage, and it’ll give you the dimensions.

While apps are improving and gaining in popularity, you still might find it easier to locate the best deals on flights and hotels by using your desktop, where you can have multiple tabs open and have all the available search tools at your disposal. Apps are fine for booking directly with an airline once you know which flights you want to book.

If you’re determined to use your mobile device, you may want to look into Hopper. Hopper is a mobile-first flight booking tool that has a solid price prediction tool. You can research travel options and book directly on the app. Another benefit of Hopper: Of its team of 300 employees, nearly half are dedicated to customer support and are based in Canada versus some OTAs and airlines that outsource much of their customer service further afield.

The bottom line?

Like many travelers, I enjoy a flight deal as much as the next person, but I also don’t like any added hassle. I typically start my travel searches using the ITA Matrix or Google Flights to get a general sense of the fares. It helps to know what is a good deal and what is expensive for a particular route. I do my research, typically on a desktop computer. When I’m ready to book, I’ll book directly with the airline. I’ve found that customer service is better when booking directly with the service provider. But I’ve also saved money by using OTAs and have booked with them, too. Whichever way you choose to book, you can be safe in the knowledge that finding and purchasing travel online is a lot easier today than searching for a deal with a travel agent on a pay phone.

>> Next: How to Get the Best Last-Minute Travel Deals

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The Pros and Cons of Booking Through Online Travel Agencies

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You’re likely already familiar with online travel agencies, even if you don’t travel often. These companies — such as Priceline , Expedia and Orbitz — act as intermediaries between you and a travel provider.

Booking your travel through an OTA can be a good idea in some circumstances, but you’ll want to be wary of its pitfalls. Let’s take a look at the pros and cons of online travel agencies, so you’ll know what to use to book your next vacation.

Pros of booking through online travel agencies

There are certainly advantages booking through online travel agencies, though you’ll find different experiences whether you’re using public OTAs — such as Kayak — or private ones like those offered by your card issuer, such as the Chase's travel portal .

✅ It may be cheaper

When searching for flights online, you may see different prices for the same routes that vary across websites. Although it may be a result of fare type — for example, some search results may not clarify that a fare is basic economy rather than main cabin or economy — other times, the difference comes down to competition for your business.

Online travel services will often offer slightly lower prices on flights in an effort to entice you as a customer. This is true for both hotels and airlines.

» Learn more: Best credit cards for online travel-booking websites

✅ It can earn you more rewards

Have you ever heard of shopping portals ? By logging into a shopping portal, you can earn rewards for purchases made with many online merchants. Some hotel chains, such as Hilton , Marriott and IHG , can be accessed through shopping portals while still booking directly on the hotel website. In this way, you can earn rewards with the hotel directly as well as with the shopping portal.

The same isn’t true for shopping portals and most airline sites. However, many public online travel agencies are accessible through shopping portals, which can then earn you rewards for airfare bookings. By opting to book in this way, you’ll be able to earn points or cash-back rewards through the shopping portal that you’d otherwise miss.

Some card issuers will also reward you heavily when using their online travel services. Clear examples of this can be seen with Capital One and Chase. With the Capital One Venture X Rewards Credit Card , for example, you’ll get 10 miles per dollar spent on hotels and rental cars booked through Capital One Travel .

The Chase Sapphire Reserve® is similar. With this card, you can get 10 Ultimate Rewards® points per dollar spent on hotels and rental cars booked through Chase's portal.

While these numbers are high, it’s important to remember that there are trade-offs when booking through an OTA rather than directly with a hotel or airline. We’ll get into that a little later.

Online travel agencies offered by your card issuer may not feature the same prices as booking directly; you’ll want to compare these before committing to a purchase.

Some card issuers will go so far as to give your points more value when redeeming through their online travel agencies.

This is true with the Chase Sapphire Preferred® Card . When redeeming points on Chase's travel portal, you’ll get 1.25 cents in value per point rather than 1 cent elsewhere.

» Learn more: How much are your airline miles and hotel points worth this year?

Cons of booking through online travel agencies

There are several downsides when it comes to using online travel services for booking travel. It mainly comes down to the fact that travel providers prefer that you book directly with them — and offer more perks to woo your business.

❌ It can be harder to change a booking

Ever needed to change a flight after it's booked? No matter the reason, attempting to alter or otherwise cancel a flight can be a hassle — especially if you’ve booked through a third party.

Generally speaking, rather than offering you direct assistance, both hotels and airlines will recommend you contact the online travel agency you’ve booked with in order to make any changes.

While you may be able to make changes or get refunds with the travel agency, airlines and hotels can — and will — offer much more flexibility when you’ve booked with them directly. You may also be subject to additional fees charged by the online travel agency, which can erase any savings you’ve received.

❌ You may not receive elite benefits

This is the real kicker for anyone wanting elite status. Although airlines will almost always recognize your elite status and allow you to earn miles even for bookings made through an online travel agency, hotels and rental car companies will not.

This is especially important for hotel chains. Earning elite status with hotels generally relies on elite night credits. Although these can be earned in a variety of ways — including having complimentary status by holding certain credit cards — the main method of acquiring elite night credits is by spending nights in hotels. Rooms booked through an online travel agency do not count toward elite status as elite night credits.

Additionally, you will not receive any of the benefits of your existing elite status if your booking is through a third party. This can mean the loss of perks such as room upgrades, complimentary breakfast and even free Wi-Fi.

» Learn more: The best airline and hotel rewards loyalty programs this year

❌ It may be more expensive

Did you know that many hotel chains have best price guarantees? Hyatt, Hilton, Marriott and IHG all have a guarantee that’ll give you either points or a discount if you find a better rate elsewhere.

These guarantees are generous; Hilton, for example, will match the rate and then discount it by a further 25%.

Although you’ll need to file claims for these guarantees and they face limitations — such as a 24-hour window from when you made the booking — you can save a lot of money on your stay if your request is approved.

Online travel agencies can be hit or miss

There are two sides to every coin and this is no different, as there are several benefits and limitations of online travel services. Depending on your needs and loyalty program status, you’ll want to choose whether to book directly with a travel provider or rely on OTAs to do the job for you.

Booking travel through credit card portals from issuers like Chase and Capital One can earn you big rewards. But if you anticipate altering your travel plans or aim to earn elite status instead, booking directly is the way to go.

How to maximize your rewards

You want a travel credit card that prioritizes what’s important to you. Here are our picks for the best travel credit cards of 2024 , including those best for:

Flexibility, point transfers and a large bonus: Chase Sapphire Preferred® Card

No annual fee: Bank of America® Travel Rewards credit card

Flat-rate travel rewards: Capital One Venture Rewards Credit Card

Bonus travel rewards and high-end perks: Chase Sapphire Reserve®

Luxury perks: The Platinum Card® from American Express

Business travelers: Ink Business Preferred® Credit Card

on Chase's website

1x-5x 5x on travel purchased through Chase Travel℠, 3x on dining, select streaming services and online groceries, 2x on all other travel purchases, 1x on all other purchases.

75,000 Earn 75,000 bonus points after you spend $4,000 on purchases in the first 3 months from account opening. That's over $900 when you redeem through Chase Travel℠.

1.5%-5% Enjoy 5% cash back on travel purchased through Chase Travel, 3% cash back on drugstore purchases and dining at restaurants, including takeout and eligible delivery service, and unlimited 1.5% cash back on all other purchases.

Up to $300 Earn an additional 1.5% cash back on everything you buy (on up to $20,000 spent in the first year) - worth up to $300 cash back!

on Capital One's website

2x-5x Earn unlimited 2X miles on every purchase, every day. Earn 5X miles on hotels and rental cars booked through Capital One Travel, where you'll get Capital One's best prices on thousands of trip options.

75,000 Enjoy a one-time bonus of 75,000 miles once you spend $4,000 on purchases within 3 months from account opening, equal to $750 in travel.

Best Online Travel Agencies

Booking.com is our top choice for making your trip arrangements

Ligaya Malones is an editor, blogger, and freelance writer specializing in food and travel. Ligaya's work has appeared in publications including Lonely Planet and BRIDES.

We independently evaluate all recommended products and services. If you click on links we provide, we may receive compensation. Learn more .

Planning a trip can be easier through an online travel agency than if you handle each aspect of the planning separately. You can book hotels, air travel, rental cars, and more through a single site, and booking everything together sometimes results in discounts. By inputting a destination, a range of dates, and other preferences, you will see a list of options for each aspect of travel.

The best online travel agencies offer options from the largest number of airlines, hotels, car rental agencies, and more. Look for sites that offer discounts for combining reservations for different aspects of your trip. For example, the best sites will have lower rates if you book both plane tickets and a hotel through their services. The best sites also provide reviews from customers who actually have booked through the service. These are our top picks.

• Best Overall: Booking.com
• Best Budget: Skyscanner
• Best Price Predictor: Hopper
• Most Innovative: Kiwi.com
• Best for Eco-Conscious: Kind Traveler
• Best for Social Impact: I Like Local
• Best for Design-Forward Homestays: Plum Guide
• Our Top Picks
• Booking.com

Kind Traveler

I Like Local

• See More (4)

Final Verdict

Frequently asked questions, methodology, best overall : booking.com.

 Booking.com

This industry leader offers one of the most comprehensive trip planning platforms on the Internet.

Lots of options to choose from

Interface is easy to use

Numerous filters to customize your search

Tricky to tell whether changes/cancellations can be made with Booking.com or the vendor directly

Booking.com was founded in 1996 and has grown into an industry leader that stands out for being one of the most comprehensive trip planning platforms out there. From one website, you can compare and book accommodations, flights (including one-way and multi-city flights), sightseeing activities, and even airport taxis. The website lists more than 28 million accommodation options, from hotels, hostels, and B&Bs to vacation homes and luxury resorts—you can browse more choices per destination on Booking.com than other online travel agencies. The website also performs well on cost and typically returns lower-than-average prices for flights and hotels. 

Booking.com's interface is also easy to use. On the home page, search for a hotel by entering your chosen destination and dates. Then, use the extensive list of filters—such as price range and distance from the city center—to narrow the results down and find the best fit. You can also search for a specific hotel, or seek inspiration by clicking through options grouped by destination or property type or by topic such as the country’s best Michelin-starred hotel restaurants or the top cities for vegan travelers. The flights, car rental, and other tabs are just as intuitive. 

Best Budget : Skyscanner

 Skyscanner

You can compare prices across airlines, hotels, and car rentals.

Simple interface

Option to toggle searches between specific dates or by monthly calendars

Search Everywhere button is great for spontaneous planners

Extra clicks are required to make a final purchase

Must read fine print for changes/cancellations—may need to deal directly with the vendor

Ads on the sidebar can be distracting

Find deals on airfare, hotels, and car rentals with an aggregator site like Skyscanner , which uses a metasearch engine to compare prices from all online travel agencies and the airline, hotel, or car rental company in question. Run searches with fixed dates, opt to compare airfare prices month to month, or click “Cheapest Month.” Searches also include options for nearby airports or non-stop flights only. With hotel searches, you can choose to select only from properties with free cancellation, a cleanliness rating of 4.5/5 or higher, or 3- or 4-starred hotels only. Car rental searches include an option to select “return car to different location.”

Once you’ve found the best rate, click on the link to be redirected to the third-party site to make your booking. Feeling spontaneous? The Search Everywhere button on the homepage offers a list of the cheapest flight deals for destinations both locally and across the world—just plug in your departure airport first.

Best Price Predictor : Hopper

The company claims a 95 percent accuracy rate at predicting when flights and hotel rates will be cheapest.

Color-coded system makes it easy to determine cheapest days to buy

App is easy to use

Option to track flights and receive alerts when the best time to buy arises

Some have mentioned the app functions better as a research tool than a booking tool

Unclear whether Hopper will price match if you find a cheaper flight elsewhere

Hopper is a travel app available on iOS and Android that aims to help travelers save on airfare by usng historical data and their own algorithm to predict when flights will be cheapest. Just type in where and when you’d like to fly and Hopper will present you with a color-coded pricing calendar indicating how much tickets are likely to cost. (Green is the least expensive, then yellow, orange, and red for most expensive.) Hopper will also recommend you either buy now or wait, or you can choose to watch a trip and receive notifications on the best time to buy. In addition, the app has expanded to offer hotel and car rental price predictions, too.

Some newer features since the app’s inception in 2009 include an option to freeze a price for a limited time—for an extra fee—as well as exclusive app-only discounts. Hopper is free to download, and you can choose to book directly through the app, though some users mentioned they use Hopper as more of a research tool before booking directly with the airline or hotel. The company claims a 95 percent accuracy rate at predicting flight rates up to a year ahead.

Most Innovative : Kiwi.com

This metasearch engine scours the web to piece together the ideal itinerary using planes, trains, buses, and more.

Creative itineraries get you where you need to go, especially if you’ve got a multi-stop trip

Kiwi Guarantee offers rebooking or cancellation protections

Nomad option appeals to travelers with a lot of flexibility

Creative itineraries mean you may not fly out of the same airport you flew into

Kiwi Guarantee has an additional fee

Charges all-in-one fee for booking flights, trains, buses (though you can always purchase a la carte)

Travelers planning multi-city destinations and seeking a bargain, as well as those looking to take planes, trains, and automobiles to get there, might consider Kiwi . Kiwi is a metasearch engine that scours and pieces together itineraries from various airlines (even if they don’t have a codeshare agreement), considers multiple airports (even if your arrival airport is different from departure), and offers booking options, whether you’re looking at very specific dates or more general ones (up to 60 nights).

Some will find the ability to make multiple bookings for a particular trip more convenient than going at it manually several different times, though note that you must opt into the Kiwi Guarantee program to access rebooking and refund protections should your reservation change or be canceled. Kiwi’s Nomad option allows you to plug in a bunch of destinations you’d like to visit and the length of your intended stay, and the website will churn out the most affordable itineraries for review.

Best for Eco-Conscious : Kind Traveler

A give-and-get business model means booking accommodations with exclusive perks, a donation to environmental organizations, and more.

All participating hotels include a local give-back component

Exclusive savings and perks

Participating hotels are located in some of the most beautiful places in the world

Inventory is much smaller compared to other booking platforms

Some of the amenities mentioned are based on availability only

In 2022, Kind Traveler (an online trave agency focused on hotel bookings) announced an increase in environmentally and socially conscious hotels, charity donations, voluntourism opportunities, and additional perks like waived resort fees or a welcome amenity.

Unlock exclusive hotel rates and perks from participating Kind Traveler hotels with a minimum $10/night minimum donation to a local charity. For example, stay at the Six Senses Laamu in the Maldives and receive up to $33 off the nightly rate and perks such as a food and beverage credit and an Earth Lab or Alchemy Bar workshop when you make a donation to Manta Trust. The organization funds coastal research to protect the island nation’s large yet fragile population of reef mantas.

Select from more than 140 participating hotels from the Hawaiian Islands to Bozeman, Montana, and the Maldives. Charities include wildlife, human rights, arts, education, and environmental preservation organizations.

Best for Social Impact : I Like Local

Choose from a host of travel experiences with the peace of mind that 100 percent of the cost goes directly to local partners.

Social impact mission woven into organization’s business model

Immersive experiences led by local guides

Range of experiences offered

May not be best fit for those seeking upscale, luxury experiences and stays

Can’t sort experiences by a list of countries (though an interactive map is available)

No experiences outside of Africa and Asia

For an online travel agency with a booking platform designed to route dollars spent directly to the communities travelers intend to visit, consider I Like Local . Visit the website to browse a host of travel experiences in countries including Indonesia, Kenya, and Cambodia. Experiences include homestays and farmstays as well as wellness and culturally oriented experiences—from cooking and cycling tours to weaving classes.

To search for an experience, select from drop-down items like travel dates and experience categories, or view a global map and click on a country to view experiences that way.

The platform got its start in 2014 and has grown to 4,000 local hosts across nearly 20 countries. As a social impact organization, 100 percent of each booking fee goes to local hosts. To date, 16,000 travelers have booked with I Like Local.

Best for Design-Forward Homestays : Plum Guide

Browse and book seriously vetted, design-forward vacation homes.

Highly curated inventory of vacation rentals across the world

Design-forward

Thorough vetting process

Does not publish guest reviews

Other platforms have homes available across more destinations

When it comes to booking a vacation home, serviced apartment, or condo, travelers are spoiled for choice. Plum Guide is an online travel agency that specializes in accommodations—though not just any home makes its directory. The company claims that each potential home listed on its site must jump through 150 hoops to be included, from internet speed and mattress and pillow quality to the showers’ water pressure and the home’s proximity to dining, shopping, and attractions.

Search by a featured collection on the website such as “ pet-friendly homes ” or “one-of-a-kind homes in Palm Springs.” Scroll to the bottom of its homepage to view its top destinations, as well as a list of all destinations where Plum Guide homes are available, including Barbados, Mexico, Portugal, Switzerland, the U.S., and Turkey. Note: From the top right-hand corner of the site, use the dropdown menu to select currency of choice.

As long as you know what you value most out of your travel experience—such as affordability, social impact, or luxe accommodations—there’s an online travel agency to help plan your next trip. Be sure to read the fine print, as some agencies are third-party websites and not direct vendors. If you're not sure where to start, Booking.com is your best bet for a smooth user experience and hard-to-beat offers on flights, hotels, and other travel arrangements.

What Is the Biggest Travel Agency?

Our choice for best overall, Booking.com, is known as an industry leader with listings for all major hotels, airlines, car rental companies, and more. It boasts more choices for accommodations per destination than any other site, and we found its interface to be user-friendly.

Are Online Travel Agencies Worth It?

This depends on your needs and priorities. The best online travel agencies certainly can save time by booking everything all at once. However, if you're someone who is good at haggling and enjoys the details of planning a trip, you might be able to find better deals by reaching out to hotels or other destinations and speaking to someone personally.

Is It Cheaper to Book Online Than With a Travel Agent?

Not always. A travel agent you know and trust should have the experience and connections to find deals that can match or surpass what you'll find online. Additionally, if something goes wrong, travel agents provide you with an actual person you can use as an advocate to correct the problem . But if you don't have access to a good travel agent, online sites still provide plenty of ways to streamline planning and save money .

We considered dozens of online travel agencies and narrowed down the options based on user experience, volume and quality of inventory, unique offerings and specials, and customer reviews. We also assessed travel companies’ environmentally and socially conscious policies.

Catherine Falls Commercial / Getty Images

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Online Travel Agencies Market Expected to Reach USD 1,694.2 Million by 2033, with a 13.8% CAGR

The  online travel agencies market  is expected to capture a value share of  USD 1,694.2 million  in 2033, up from  USD 465.1 million  in 2023, securing a  CAGR of 13.8%  from 2023 to 2033.

The online travel agencies market is experiencing a digital disruption fueled by emerging trends such as the rise of mobile bookings and virtual tours.

With the widespread adoption of smartphones, travelers are increasingly turning to mobile platforms to research, plan, and book their trips conveniently on the go. This shift in consumer behavior has reshaped the landscape of online travel agencies, prompting them to optimize their services for mobile devices and provide seamless booking experiences.

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The integration of virtual tours and immersive experiences has revolutionized the way travelers explore destinations before making their bookings. By leveraging advanced technologies and providing personalized recommendations, online travel agencies are enhancing customer engagement and driving the growth of the market. As these trends continue to shape the industry, the online travel agencies market is poised for further transformation and innovation in the travel sector.

One of the primary reasons for the success of online travel agencies is the unparalleled convenience they offer to travelers.

With just a few clicks, individuals can access a vast array of travel options, including flights, hotels, car rentals, and activities, all in one place. This convenience empowers travelers to compare prices, read reviews, and make informed decisions, saving them time and effort.

Online travel agencies have recognized the importance of personalization in enhancing the travel experience. Leveraging advanced algorithms and artificial intelligence, OTAs can offer tailored recommendations based on individual preferences, previous bookings, and travel history.

This personal touch ensures that travelers receive customized options that align with their specific needs, enhancing customer satisfaction and loyalty.

While online travel agencies have revolutionized the travel industry, they also face challenges. The increasing dominance of a few major players has raised concerns about market consolidation and competition.

The dynamic market also presents opportunities for new entrants to innovate and differentiate themselves through unique offerings, specialized niches, or localized expertise.

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Key Takeaways:

• China is likely to exhibit a CAGR of 5.70% in the online travel agencies industry, showcasing strong growth potential.
• The market in India demonstrates robust growth with a CAGR of 6.00% from 2023 to 2033.
• The United Kingdom online travel agencies industry is projected to secure a steady CAGR of 5.00% during the projected period.
• The transportation sub-segment held a significant market share of 22.0% in 2022 based on service type.
• By device platforms, the mobile end-use segment was at the forefront of the online travel agencies industry with a share of 32.0% in 2022.

Key Players

• Expedia Group Inc.
• Booking Holding Inc.
• Trip Advisor Inc.
• MakeMyTrip Pvt. Limited
• Hostelworld Group PLC (HSW)
• Trivago N.V
• Thomas Cook India Ltd.
• Lastminute.com Group
• Orbitz Worldwide
• Walt Disney World

How Intense is the Competition in the Online Travel Agencies Industry?

The competition in the online travel agencies industry is intense, driven by the rapid growth of digital platforms and the increasing demand for convenient and personalized travel experiences.

Established players and new entrants alike are vying for market share, constantly innovating and expanding their service offerings to attract and retain customers.

With advancements in technology, data analytics, and artificial intelligence, online travel agencies are striving to provide seamless user experiences, tailored recommendations, and competitive pricing.

This fierce competition is beneficial for consumers, as it drives continuous improvements, encourages innovation, and offers a wide range of options for travelers to choose from.

Segmentation Analysis

By Service Type:

• Transportation
• Vacation Packages
• Accommodation

By Device Platform:

By Payment Modes:

• Debit / Credit Card
• Others (Vouchers, Discount Codes)

By Booking Type:

• Online Travel Agents
• Direct Travel Agents

By Customer Segment:

• Corporate Traveller
• Individual Traveller

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 66-75 Years
• North America
• Latin America

About Future Market Insights (FMI)

Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer, Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

Contact Us:       

Nandini Singh Sawlani  

Future Market Insights Inc. Christiana Corporate, 200 Continental Drive, Suite 401, Newark, Delaware – 19713, USA T: +1-845-579-5705 For Sales Enquiries:  [email protected] Website:   https://www.futuremarketinsights.com LinkedIn |  Twitter |  Blogs  |  YouTube

About the Author

Associate Vice President at Future Market Insights is deeply committed to uncovering actionable insights for consumer and food and beverage players. She brings a unique blend of analysis, industry trends, and consumer behavior to put data into perspective.

What she makes out of data becomes a delight to read. She has authored many opinions, including for publications like Process Industry Informer and Spinal Surgery News, as she understands the market pulse and consumers' shifting preferences.

She likes to bring experts to a roundtable to weigh the impact of a trend on an industry. Catch up with her discussion on the impact of AI in packaging.

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Should I Use a Travel Agent? Our Travel Expert Says It Makes All the Difference.

The new age of travel agents know how to find deals, book off-the-beaten path adventures, and get you out of any jam. Especially if you know who to use.

Heading out the door? Read this article on the Outside app available now on iOS devices for members! >","name":"in-content-cta","type":"link"}}'>Download the app .

I’ve always thought that planning my own trips was the most cost-effective way, but I’ve been hearing more about travel agents making a comeback and saving their clients a lot of money. What kinds of outdoor trips should I turn to a travel agent for, and are there any who specialize in working with adventurers like me?

Technically, I’m a professional traveler. As a journalist, it’s my job to research and connect with locals to get beneath the surface of a destination. So I have never really used travel agents. What could they plan better than I could?

A lot, it turns out. Over the years, I’ve gotten to know many travel specialists, and I consider them magicians. My big aha moment happened two winters ago on a trip to Iceland . A massive storm shut down internal flights for a day, causing me to miss my return flight to the U.S. Normally, I would have spent frustrating hours on hold with the airline. But because I’d paid $65 to have Ana Gloria Garcia, an air-support specialist at the travel agency EmbarkBeyond, find and book the most affordable and convenient flight option for me, she handled the rebookings while I soaked in the Blue Lagoon.

During the pandemic, agents became advocates helping travelers get refunds on canceled flights and trips. As travel has come roaring back, an agent’s superpower is now their access to the best hotel rooms, most in-the-know guides, free amenities, and more, says Cory Hagopian, senior vice president of sales and partnerships for Virtuoso , a global network of travel agencies.

And they’re attracting a young clientele. According to a recent industry survey , 38 percent of millennials and Gen Zers are opting to use travel agents as opposed to booking on their own trips. That number is far greater than Gen Xers and baby boomers, of whom only 12 and 2 percent respectively use agents.

What Do I Gain from Using a Travel Agent?

I recently had a friend tell me she spent close to 40 hours researching a family trip online. She probably could have gleaned the same intel from an hourlong conversation with a travel adviser. Knowledge is priceless, and advisers act as your insiders. They know what you don’t and fill in the blanks for things you might not have considered, says Erika Richter, a spokesperson for the American Society of Travel Advisors (ASTA). Their firsthand knowledge, vast network, and on-the-ground connections all combine to provide a unique perspective for crafting the perfect itinerary for you.

Most travel advisers specialize in certain regions and countries and travel to them frequently, so they have up-to-date intel on not only the best safari camps but the perfect tent to book for the most incredible views and the best local restaurants you won’t find on Tripadvisor. They want their client’s trips to go well to keep them coming back, so it’s in their interest to have sussed out hotels and itineraries before they send you out into the world.

Nicole Forster, 29, considers herself a savvy traveler. She’s been to 20-plus countries and enjoys destination research. But when it came to planning her honeymoon in Africa, she felt overwhelmed, so she reached out to Danielle Meyer at Coastline Travel Advisors , which specializes in bespoke itineraries. “Originally, I wanted to go to South Africa, Victoria Falls, and Madagascar,” Forster recalls. “Danielle convinced me that if we wanted to relax, we should stay in South Africa and save the other countries for separate trips.”

Over five phone conversations and multiple emails, they crafted a 15-night itinerary that included Cape Town, the winelands, the Cape Peninsula, and a safari at the Thornybush Game Reserve. Forster established her budget early in the process, and Meyer sent her a variety of lodge options to choose from.

“I initially wanted to start with the safari, but she pointed out that we’d be jet-lagged and would need to wake at sunrise for game drives,” says Forster. “The safari was our highlight, so it was a perfect way to end the trip.”

Not only did Meyer book all of the flights, hotels, and transfers, but she created a detailed, day-by-day trip app for the couple that included useful information like check-in times at hotels and how much to tip guides .

Agents also act as advocates. If something goes wrong during your travels, they’re on call 24/7 to handle it. When Forster left the battery and charger for her camera at a hotel, Meyer arranged for an on-the-ground contact to go to a camera store and buy new ones that would be delivered to her hotel the next day.

The cost for the honeymoon planning: $150 per person. “I wouldn’t use a planner for a trip to Hawaii ,” Forster says, “but if I ever took a big trip like this again, I’d 100 percent work with an expert.”  

When to Consider Using a Travel Agent

For savvy trip planners, the best time to use a travel agent is for complicated international travel. It can save you hours of planning and peace of mind that if anything goes wrong in your chosen far-flung destination, there’s someone a What’sApp message away to handle it.

Domestically, I’d consider using a travel agent when planning a multi-week national park trip or multi-island trip in Hawaii. They will save you time, guarantee you get the best guides, and help you land reservations at always-booked lodges and hotels.

Dream Trips Delivered

Jessica Cook and her husband both work in the travel industry. Decision fatigued, they handed their honeymoon logistics over to the team at Askari Travel , an agency that specializes in South Africa. Their original plan was also an African safari, but just as they were about to put a deposit down, the Omicron variant of the coronavirus made headlines. Worried about getting stuck abroad, they reached out to Askari’s founder, Muriel Truter, who is from Zimbabwe, and upon her advice, changed their focus to South America.

Knowledge is priceless, and advisers act as your insiders. They know what you don’t and fill in the blanks of things you might not even have considered.

Truter suggested they stick to Colombia rather than country-hop. Cook supplied a budget and a wish list: 12 days, no more than three destinations, a barefoot-luxe feel, and adventures like horseback riding and mountain biking. The rest was a surprise that Askari pretty much nailed, with the exception of one hotel.

“Everything felt so authentic, but this one hotel on Barú island felt really fabricated and was full of American tourists,” recalls Cook. She immediately messaged the Askari team, saying, “Hey, this place really isn’t our vibe,” and within an hour they were on a water taxi headed to Blue Apple, a B Corp hotel—and an Outside pick for tropical adventures —on Tierra Bomba island. “It was honestly the best trip we’ve ever taken,” she says.

Are Travel Agents Expensive?

It depends. Cost varies. Some travel agencies won’t charge any fee, as they receive a commission from the bookings, while some high-end agencies will charge pricey annual membership fees for their services. Still others charge nominal “professional” fees starting at $150. Fees often fluctuate based on the length and intricacy of a trip and how far out you do the planning (6 to 12 months is recommended). You may occasionally come across agents who charge a percentage of the total trip price or hourly rates.

Basic travel enquiries are generally free. In 2016, Leah Smith, founder of Tafari Travel , opened an old-school brick-and-mortar location in Denver’s Cherry Creek neighborhood so her services would feel less intimidating to first-time users. “With our retail-office location, we’ve become part of the community, and both clients and non-clients are welcome to pop in and ask whatever questions they may have, no charge,” she says.

Matt Lindsay, founder of the surf-guiding and travel company LuxSurf Travel , builds relationships with resorts and property owners to get discounted rates that he can then pass on to guests.

Dominic Allan, the founder of Real Latin America , specializes in travel to Belize and Nicaragua and caters to independent travelers who are happy to book their own flights and hotels but are seeking his local intel. Allan’s three-tier pricing structure starts at $300 for up to three hours of phone calls, during which he might weigh in on where to eat (or not to), the best room to request in a certain lodge, or whether you really need a guide to hike.

Value Versus Savings

If you’re just looking for deals and steals, you might not be ready to work with a travel adviser, says Richter of the ASTA. “Anything you invest in with a travel adviser comes back to you in the form of amenities, customer service, peace of mind, better access to unique experiences, and handcrafted itineraries,” she says. “You could save money by cutting your own hair, too, but most people go to someone who knows what they’re doing.”

Agents work with preferred partners who can guarantee perks for clients, such as free upgrades, early check-in or late check-out, and resort credits. Those add-ons often translate into savings, says Justin Huxter, cofounder of the UK-based Cartology Travel . “We had a client go to Maui for a week, and because of our partnership with the resort, breakfast was included,” he says. When breakfast costs $120 for two, that’s a savings of $840.”

Some of the Best Travel Agents in the Adventure World

Some of my go-to resources for finding a person to work with include travel expert Wendy Perrin’s annual Wow List of tried and trusted agents, the Adventure Travel Trade Association’s adviser network , and the ASTA’s advisor directory .

In addition to the agents mentioned throughout this story, others I highly recommend for adventurous travelers include:

• Dan Achber of Trufflepig , for Africa and the Middle East
• Miguel Cunant of Sri Lanka in Style
• Javier Echecopar of Journey Costa Rica
• Daniel Fraser of Smiling Albino , for Southeast Asia
• Elizabeth Gordon of Extraordinary Journeys , for Africa
• Kleon Howe of the Art of Travel , for French Polynesia
• Jay Johnson of Coastline Travel , for Hawaii and California
• Antonello Losito of Southern Visions Travel , for Puglia, Italy
• Rabia Malik of Fora Travel , for general worldwide travel
• Robyn Mark of Mayamaya Travel , for Africa, the Alps, Patagonia, and Japan
• Marisol Mosquera of Aracari , for Peru and Bolivia
• Zach Rabinor of Journey Mexico
• Raluca Spiac of Beyond Dracula , for Romania

Travel-advice columnist Jen Murphy is now a believer in using a travel agent. Thanks to their expertise and connections, she’s avoided dozens of trip catastrophes. 

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