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Albany, NY -- (SBWIRE) -- 09/18/2014 -- The market for travel booking in the US is growing due to a relatively stable and improving economy that, in turn, boosts both businesses and leisure travel. While the focus has long been on online travel agencies’ technology and marketing strategies to boost share, suppliers have been investing in their own websites – and consumers have taken notice.
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Table of Content:
Scope and Themes:
What you need to know
Consumer survey data
Direct marketing creative
Abbreviations and terms
Figure 1: US total travel sales ($bn), online and offline, 2010-16
Figure 2: US online travel agency market share, 2013
Online booking is the norm, few have used mobile – but one quarter still use offline
Figure 3: How reservations for most recent personal flight/other travel were made, June 2014
With airlines, starting the search is split; for other travel, OTAs are the first stop
Figure 4: Where online airline ticket/other travel searches begin, June 2014
Searching for airfares is often a multi-step process
Figure 5: Online airline ticket search methods, June 2014
Cost and convenience drive travel booking decisions
Figure 6: Most important factors in how to book travel, June 2014
Expedia is most popular OTA; Travelzoo users are more frequent visitors
Figure 7: Travel websites visited in the last 30 days, January 2013-March 2014
What we think
Issues and Insights:
What is the future for the travel agent model?
Is there room for new OTAs, or is the market saturated?
What will be the impact of mobile? Do consumers really want apps?
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Trend: FSTR HYPR
Trend: Guiding Choice
Trend: Access All Areas
Market Size and Forecast:
Market for online travel booking
Figure 8: Total online travel sales ($bn) worldwide, by region, 2010-16
Figure 9: Total online travel sales ($bn) – US compared to total, 2010-16
Market for total travel booking
Figure 10: Total travel sales worldwide ($bn), by region, 2010-16
Figure 11: Total travel sales ($bn) – US compared to total, 2010-16
Figure 12: US total travel sales ($bn), online and offline, 2010-16
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