online travel tourism statistics

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50 online travel booking statistics (latest 2024 figures).

Did you know that online travel booking had a $521 billion market size in 2023 ? And that this is estimated to hit $1 trillion in 2030 ?

As technology becomes a crucial part of our lives, the way that travellers plan and book their trips today have evolved. 

There are now websites and mobile apps to buy flight tickets, reserve cheap hotel rooms , and book travel experiences.

With the constant changes in traveller’s behaviour and consumer trends, it can be important to understand how researching is done for travels.

This includes understanding more deeply about the online travel booking market, the global leaders in this industry, as well as the current trends and how mobile booking compares to websites.

Today we have some interesting statistics about online travel booking for you. 

From the number of online travel companies there are currently to how the Coronavirus pandemic has impacted online booking.

Sources: With each stat, I have included the source for the data. Please go to the end of this post for a complete summary of all the sources and articles used here.

Travellerspoint

Online travel booking popular questions

What percentage of bookings are made online.

By 2019, 57% of all travel bookings were made online. Meanwhile, 68% of all sales in travel & tourism are made online in 2022.

What is the most popular travel booking site?

Booking.com was the most globally visited travel and tourism website in September 2023, when it received 554.5 million visits .

Which are the two largest online travel agencies worldwide?

In September 2023, Booking.com and Tripadvisor received around 554 million and 156 million visits, respectively.

How much is the global online travel sales?

In 2018, global online travel sales made $694 billion, a 10.4% increase compared to the previous year

Online travel booking main findings

• Online sales will generate 76% of revenue in the travel & tourism sector by 2028
• Among the many online travel agencies worldwide, Booking reported the highest revenue in 2021
• Marketplace bookings experienced a dramatic increase from 3.2% in 2017 to 9.1% in 2018, while direct online bookings fell from 79.2% to 66.7%
• 39% of users would download an app over using the mobile website because of the speed, while 30% enjoy the increased functionality of a mobile app
• 4 in 5 hotel customers who have been asked to leave a review do so
• Between 2016 and 2021, the portion of online travel sales via mobile has been steadily increasing compared to desktop or laptop, from only 36% to nearly 50% of all digital travel sales
• Around 50% of users in 2020 claimed that they made more last-minute travel bookings during the pandemic

Online travel booking market

What percentage of travel bookings are made online?

1. According to Statista, online sales will generate 76% of revenue in the travel & tourism sector by 2028.

Online travel booking is continuously taking up the travel booking market, and Statista estimates that by 2028, online sales will make up 76% of all revenue in travel and tourism.

2. In 2021, the online travel market size worldwide was $432 billion.

3. this figure rose slightly to $475 billion in 2022 and $521 billion in 2023..

The latest data on the global online travel agent industry stated that the market size in 2023 was $521 billion.

4. The online travel market size is predicted to reach over $1 trillion by 2030.

And with the rise of the digital nomad movement , the Internet will continue to play an increasingly large role in the travel industry.

5. The Singaporean online travel market size was the highest amongst selected Southeast Asian countries, with the gross merchandise value (GMV) recorded at $7 billion in 2023.

In comparison, in 2023, the Philippines saw an online travel market size of $3 billion.

6. In 2018, global online travel sales made $694 billion, a 10.4% increase compared to the previous year.

[JerseyIslandHolidays]

7. By 2019, 57% of all travel bookings were made online.

Travel bookings include accommodation, flight, tour, and other related activities.

8. Even back in 2012, 9 in 10 people researched their holiday online before making reservations, whereas 8 in 10 booked their holiday online.

[TravelWeekly]

Online travel booking has been a huge thing this past decade. In 2012, 90% of people conducted online research before booking their holidays. Meanwhile, 80% of people did their bookings online.

Online travel companies

What are the leading online travel agencies in the world?

9. Among the many online travel agencies worldwide, Booking reported the highest revenue in 2021.

In 2021, Booking.com was the online travel agency with the highest revenue.

10. Their revenue has consistently increased from $1.41 billion in 2007 to a record high of $15.07 billion in 2019.

11. as of december 2022, booking.com has a market cap of $78,171 million, making it the global market leader..

In terms of the online travel company market, Booking.com dominated with $78.17 billion in market capitalization in December 2022.

12. The second place goes to Airbnb with a market cap of $54,137 million.

Meanwhile, Airbnb has the second highest market capitalization with $54,137 million .

13. In the US in 2018, Tripadvisor used to be the leading travel website as it attracted 18% of all online users.

In 2018, the most popular travel website in the US was Tripadvisor, which was used by 18% of American online travel users .

14. Hotels.com ranked fourth at 11%, while Booking.com and Expedia placed sixth and seventh with 9% each.

15. booking.com was the most globally visited travel and tourism website in september 2023, when it received 554.5 million visits..

In terms of website visits, Booking.com is the most visited travel and tourism website in the world. It received 554.5 million visits in September 2023 alone.

16. With 156 million visits in September 2023, Tripadvisor is the second most visited travel and tourism website worldwide.

Online travel booking trend.

How many people make travel bookings online?

17. The majority of travellers in the US claim that they’d spend less than a week researching once they have decided to travel.

[Facebook IQ]

Most travellers from the US spend less than a week researching their travels.

18. The most popular day of the week for people to book trips on is Monday, while Saturday is the least popular.

[TrekkSoft]

TrekkSoft referred to 3 random data points between August and September 2019.

19. Meanwhile, the busiest time of day for booking is 10am CET. 6am CET is usually the least busy time.

20. marketplace bookings experienced a dramatic increase from 3.2% in 2017 to 9.1% in 2018, while direct online booking fell from 79.2% to 66.7%..

From 2017 to 2018, there was a significant increase in marketplace booking from 3.2% to 9.1%. On the other hand, less people booked directly on travel accommodation and company websites (from 79.2% to 66.7%).

21. By 2023, 700 million guests will book hotel rooms online.

It is estimated that 700 million guests will be booking their hotel rooms online by 2023.

22. A survey in the US in 2023 revealed that the most popular brand for flight search engine online bookings was Expedia.

This was a representative online survey with 2,405 consumers in the US.

23. Meanwhile, the most popular option for hotel and private accommodation online bookings in the United States was Booking.com, with Hotels.com and Expedia following.

Mobile and app travel booking.

How do mobile travel bookings compare with app bookings?

24. 39% of users would download an app over using the mobile website because of the speed, while 30% enjoy the increased functionality of a mobile app.

[SaleCycle]

Two of the most popular benefits of mobile apps compared to websites are the increased speed and functionality.

25. 1 in 5 users also report better user experience as a major reason for downloading a travel booking app.

20% of users also report that they download travel booking apps because of the better user experience.

26. Moreover, 11% download the app for the reward and discount the company offers.

Meanwhile, only 11% of users download a travel booking app for the reward and discounts they get.

27. Between 2016 and 2021, the portion of online travel sales via mobile has been steadily increasing compared to desktop or laptop, from only 36% to nearly 50% of all digital travel sales.

The last 5 years have been an important period for the growth of online travel sales via mobile as it increased from 36% to almost 50% of all digital travel sales.

28. In 2018, 82% of travel bookings were online either through websites or mobile applications.

29. nearly half (48%) of mobile phone users would be happy to book and plan a trip to a new place only using their mobile device..

37% of millennial parents actually rely on online reviews when picking where to visit.

30. The conversion rate for bookings made via mobile phone is only 0.7%, less than half of bookings made through desktop at a 2.4% conversion rate.

People are more likely to go through with their bookings when accessing websites through desktop (2.4% conversion rate) than mobile (0.7%).

31. 46% of all solo travellers make their hotel bookings by mobile.

[Phocus Wire]

Online travel booking is very important for solo travellers. In fact, 46% rely on mobile apps and access to book their hotels.

32. In 2022, the most downloaded OTA app worldwide was the Booking.com mobile app, which had 80 million total downloads on iOS and Google Play in that year.

The second place was secured by Airbnb, which had approximately 52 million mobile app downloads in 2022.

33. Between 2023 and 2027, the travel segment of the mobile app market is expected to increase by a total of 64%, or $0.8 billion, until it reaches $2 billion by 2027.

Reviews in online travel booking.

How many customers leave reviews when booking travels online?

34. 4 in 5 hotel customers who have been asked to leave a review do so.

35. meanwhile, 22% of customers would write a review without being requested..

22% of hotel customers always leave a review without being asked.

36. 95% of all reviews by travellers are positive.

An overwhelming majority (95%) of hotel reviews by customers are positive.

37. Tripadvisor’s report states that 96% of users think that reading reviews is important for their booking process.

[TripAdvisor]

83% of users usually refers to reviews before deciding on a hotel, while 76% depends on guest-uploaded travel photos for decisions.

38. According to SaleCycle, 54% of guests have written at least one review in the last 12 months.

More than half of all guests have written at least one review in the last year.

Coronavirus and online travel booking

How did the Covid-19 pandemic affect the online travel booking sector?

39. Booking.com’s revenue dropped from $15 billion in 2019 to only $6.8 billion in 2020.

The Covid-19 pandemic has caused Booking.com’s revenue to decrease by more than half in 2020, to just $6.8 billion.

40. Expedia, the online travel agency making the second highest revenue, experienced a similar decrease from $12 billion the previous year to around $5.2 billion in 2020.

41. tripadvisor’s revenue fell by almost 55% from $1.56 billion in 2019 to $604 million in 2020..

The popular travel destination and accommodation website, Tripadvisor, also saw a dramatic 55% decrease in revenue from $1.56 billion in 2019 to $604 million in 2020..

42. Around 50% of users in 2020 claimed that they made more last-minute travel bookings during the pandemic.

The future of online travel booking

What will online travel booking look like in the future?

43. According to SaleCycle, 30% of guests in a hotel who interact with a Chatbot would spend more than those who don’t.

Chatbots in hotel websites can play a crucial role in customer spending.

44. Almost 7 in 10 travellers use voice search technology when planning their trip.

70% of all travellers worldwide use voice search technology during the planning stage of their trip , and it’s reasonable to assume that this percentage would increase.

45. 67% of high-income tourists choose to spend money on experiences over expensive hotel rooms.

A majority of high-income tourists claim they would choose to spend more money on travel experiences than expensive hotel rooms.

46. 73% of tourists say that they plan to stay in an eco-friendly accommodation within the next year.

Region specific online travel booking statistics, 47. in canada, the top two products on a “travel product online bookings” survey in 2023 were hotels and flight tickets..

The travel survey was done online among 2,006 respondents in Canada , in which the top answers had been hotels and flight tickets.

48. The same top two answers came up in a similar survey in the US.

In the US, the travel survey was conducted among 10,011 respondents.

49. In 2023, the “travel product online bookings” survey in the UK also revealed hotels and flight tickets as the most common answers.

British respondents of a 2023 travel survey revealed that the most booked travel products online were hotels and flight tickets.

50. The same series of survey showed that in India, the top two most popular type of online booking for travel products were long distance train tickets and hotels.

Interestingly, when the survey was conducted among 4,034 participants in India , the top two answers changed.

In 2023, the most popular type of travel products that Indians tend to book online are hotels and long distance train tickets.

To conclude, it’s safe to say, based on data at least, that the online travel booking market will only grow and become more prevalent. 

As we expect the market size to increase and take over traditional booking methods, travel-related businesses would benefit from developing their online booking system, especially where corporate and business travel is concerned.

Among the many online travel companies worldwide, Booking.com was the one to record the highest revenue back in 2020. 

Meanwhile, Tripadvisor leads in terms of website visits as it became the most visited travel and tourism website.

While revenue for most companies had fallen due to the Coronavirus pandemic, this was to be expected as other businesses also experienced a decrease during this trying time.

At the same time, people have made more last-minute travel decisions in this pandemic era.

We can easily assume that online websites and mobile apps play a crucial role in their planning and booking.

We hope these statistics have been useful to help you understand more about online travel booking! 

Did we miss any important information? 

Drop your comments and thoughts down below.

Interested in our other statistic guides?

• Europe Travel & Tourism Statistics
• Female Travel Statistics
• Family Travel & Tourism Statistics
• RV Industry Statistics
• Travel Weekly
• Trip Advisor
• Phocus Wire
• Facebook IQ

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38 Online Travel Booking Statistics & Trends of 2024

Even if the travel and tourism industry is recovering, there have been substantial changes in how people travel.

We’ve seen a significant change, both in terms of how frequently people travel as well as how they plan, book, and manage their trips.

To investigate these recent developments, the best place to do so is online, as that’s where most people book and pay for their travel rather than through pricey travel agencies.

In this article, we've gathered some intriguing online booking statistics that’ll give you a sneak peek into changing tastes and behaviors of travelers for post-pandemic tourism.

Whether you're a travel company looking to take advantage of travel trends or a traveler looking for the most popular destinations, this post is for you.

Key Online Travel Booking Statistics

• The size of the global online travel market is predicted to reach $1.2 trillion in 2027 .
• 50% of travelers spend less than a week doing the research before departing on vacation.
• 87% of visitors desire to travel sustainably.
• The most lucrative online travel market is in Asia-Pacific.
• The average traveler makes 38 website visits before deciding and making a booking.

General Online Travel Booking Statistics

1. 72% of employees are enthusiastic and prepared to take their next business trip this year..

If all relevant safety precautions are followed, at least 45% of travelers worldwide are willing to fly for business to attend a conference or business event.

Online travel booking trends and stats show that 48% of business travelers are willing to provide their health information.

According to a survey by Expedia, the average number of business trips for 38% of the respondents was once every two to three months. 32% make one or more business trips per month .

2. 86% of travel agents favor improving the customer experience to increase online digital travel sales.

According to 74% of the online booking companies polled, purchasing and selling travel arrangements can be simpler. In the coming 12 months, the following factors are anticipated to increase travel intention:

• Mobile applications that provide travel notifications (44%).
• Check-in via self-service (41%).
• Cashless transactions (41%).
• Flexible refunds and guarantees (40%).

3. 63% of travelers believe technology is crucial for limiting health risks in a post-pandemic environment.

(SaleCycle)

Three issues top the list of worries for survey respondents among leisure travelers today:

• Concern about catching COVID-19 (41%).
• Requirements for quarantine or self-isolation in certain places (41%)
• Travel-related last-minute adjustments or cancellations (37%)

4. The preferred payment methods for online travel bookings are UPI and e-Wallets.

Countries all over the world are transitioning to cashless systems. Paying for airlines, hotels, car rentals, and other services have become easier with the help of PayPal, Alipay, Google Pay, and Amazon Pay.

Travel App Statistics & Trends

5. online travel bookings reached their highest level of $755 billion in 2019, then fell 46% to $403 billion in 2020..

Online travel bookings then climbed to $613 billion in 2021. Booking Holdings continued to be the leading digital travel agency business in 2021. The big three achieved over 60% of revenue growth last year.

6. Only 27% of consumers preferred booking trips through apps.

(TripAdvisor)

Those that did, liked some of the distinctive characteristics they provided, such as:

• Notifications of price alerts (79%)
• How quickly reservations could be made (39%)
• The additional functionality (30%)

7. App-enabled digital travel firms observed an increase in mobile bookings.

Following the launch of travel apps, some businesses reported a rise in the percentage of people booking online via mobile. Mobile travel booking statistics also demonstrate that travel app users aren't devoted to their apps and often delete them once they've served their purpose.

In fact, about 50% of users delete their travel app within a month of downloading it. Numerous of these are presumably caused by the fact that the app is no longer needed.

8. The majority of mobile users favor travel apps over mobile websites.

(Travelport)

The decision is primarily influenced by customer experience. Users prefer the travel apps' lightning-fast experiences, as they are typically smoother and easier to use than a mobile web page.

When comparing costs, many people also complain that making a reservation on a mobile web page is difficult. Switching between various websites and options on a mobile phone isn’t like on a desktop computer, which is far much easier.

9. Booking.com is the most downloaded online booking app over the past four years.

(StratosJets)

It recovered from a decline in the previous year in 2021. TripAdvisor, trivago, and Skyscanner have also had trouble reaching 2019 numbers.

Hopper was the most popular online travel app in the US in 2021. Airbnb downloads decreased in 2021 , while Vrbo, its primary rival, surged to 10.5 million.

Online booking stats also show that 17% of Americans purchased a travel app subscription to aid in their travel preparation last year. Furthermore, 83% of US adults want to make travel bookings online.

Mobile vs. Desktop Booking Statistics

10. even though mobile drives the most online traffic, it’s still underutilized as a tool for online bookings..

(Travelport Digital Report)

About 80% of American consumers still like using their desktops or laptop when making a reservation. Worldwide, these figures are consistent; in France, 33% of travelers book on their mobile phones . In Germany, it's 15%, and in the UK, 25%.

The fact that the same consumers who book through the desktop site are content to conduct their research online makes this trend even more unexpected.

11. 72% of mobile bookings happen in the 48 hours that follow last-minute Google searches containing the terms “today” and “tonight.”

Google search statistics also show that 44% of individuals who make online bookings do so on a mobile device and 64% on a desktop.

That represents a change from 2021 when 41% of reservations were made on mobile phones and 59% on desktop computers.

Data from StratosJets also show that the percentage of customers who give up on their travel purchases is 91% for mobile users and 85% for desktop users.

12. Before deciding on their vacation itinerary, 83% of tourists conduct research on their mobile devices.

(Think With Google, AdColony)

Recently, people have been changing how they use their phones to plan trips. 70% of mobile users look for activities to do when traveling, 66% check for appealing locations, and 58% decide on their lodging choices.

Furthermore, 87% of corporate travel managers and business travelers alike want a more straightforward booking procedure, and 42% of respondents, planning a trip is more difficult than going on one.

Booking & Travel Planning Statistics

13. videos and images are the two most vital factors influencing decisions among travelers during the consideration stage of trip preparation..

(Hospitalitynet)

When choosing hotel rooms online, consumers also consider a hotel's ability to display its amenities and guest experience.

The biggest turnoffs for most leisure travellers are boring displays, unattractive food photographs, and unattractive hotel rooms.

14. Approximately 72% of brand-new clients will conduct some kind of research before making a booking.

Only 6% of individuals say they don't believe customer reviews, compared to 15% of customers who don't trust companies without reviews.

According to these figures, hotels and travel agencies have nothing to lose by requesting online reviews. Only 22% of individuals will post a review if they aren't asked to , which rises to 80% when businesses actively urge customers.

Some businesses worry about the fallacy that only dissatisfied customers post reviews, which is not true. According to travel industry statistics, only 5% of reviews will be unfavorable, with an average of 95% being favorable.

Hotels and digital travel companies must use SEO and powerful social media tactics to have a strong online presence and increase online sales.

That’s because many potential clients rely on social media and an online presence when making travel bookings. According to Google, the most well-liked online products have an average rating of 4.2 to 4.7 and about 39 reviews.

15. 29% of those who make reservations prefer direct travel bookings.

Reasons include the ability to:

• Request additional amenities (28%).
• Look for the best deal (21%).
• Searching for loyalty programs (21%).
• Negotiate prices (18%).
• Discover rewards for direct booking (11%)

16. It's projected that by 2023, over 700 million people will purchase a flight online.

Furthermore, 70% of all consumers use a mobile device to research flights

17. Half of all American travelers spend weeks researching before departing on vacation.

However, the second category of customers has their trip planned for months. These consumers look for activities in the twelve weeks preceding their trip rather than making air or hotel bookings.

According to online hotel booking statistics, older travelers (aged 55+) are more inclined to make reservations more than four months in advance , while younger travelers (aged 18 to 34) tend to put off online travel research until the last month or week.

18. 41% of travelers prefer to use online travel agencies (OTAs), while 29% use travel operators or agents.

According to demographic data, those under 35 years are more likely to book hotels using OTAs. 70% of respondents said they would use an OTA to make a reservation if hotel sites and OTAs had equal prices.

Even though using a physical travel agency can save passengers up to $452 and four hours of preparation time per trip , only 24.3% of Americans use them.

Most online sales in the travel industry currently occur on one-stop digital stores that let customers plan their entire trip on one website . By the end of the year, these corporations will control 41% of the online travel sales market.

Research from Hospitalitynet shows that 12% of visitors believe that using booking websites should be significantly faster and easier than making online hotel bookings using hotel websites directly.

Some main factors influencing consumer decisions are security, ease of use, loyalty discounts, and reliable online reviews from the OTAs.

19. Travelers who plan their trip spend 47% less on lodging than their more impulsive counterparts who book while traveling.

They also spend 81% less on transportation. This less impulsive online travel booking segment provides a desirable target market for online companies that sell reservations across various categories.

Many people conduct travel-related searches on online travel sites like TripAdvisor and Expedia. According to TripAdvisor, which recorded 224 million travel bookings in a single month, 80% of travelers will spend about four weeks researching a destination before booking.

20. Hotel websites account for two-thirds of all digital travel booking revenues.

That’s surprising because TripAdvisor and Booking.com receive millions of visitors each month. You might think they are the ones driving up most of the revenue.

Furthermore, 60% of consumers believe digital travel bookings are their most expensive online purchase. Many customers have higher expectations for bookings now that more businesses are paying attention to the customer experience.

90% of all consumers say they expect a personalized experience from their virtual travel assistant when they book their trips online, which isn’t surprising. Customer dissatisfaction may contribute to low conversion and cart abandonment rates since many travel websites are still comparatively outdated.

These figures imply that the market for digital bookings is huge and underserved. Online travel booking services should look at their sales funnel to determine why they are losing so much business.

21. Digital worldwide travel sales are currently rising at a pace of 15.4%, and online hotel bookings are growing at a rate of 10.3%.

(ThinkWithGoogle)

Google reports that Monday is the most common day for conducting travel-related searches and booking, while Saturday is the least popular day. The same survey revealed that most hotel bookings happen between 6 am and 10 am.

Sustainability Travel Booking Statistics

22. sustainable tourism is one of the biggest travel trends for 2022 because of the threat posed by climate change..

2017 was designated as the UN's “International Year of Sustainable Tourism for Development,” which encouraged sustainability concerning the industry's sociocultural, economic, and environmental facets.

More and more travelers are becoming more conscientious of their decisions. According to a different poll, 70% of international travelers say they would book a hotel sooner if they knew it was green and sustainable.

23. In 2022, 63% of travelers are prepared to put more effort into making more environmentally friendly travel decisions.

(Booking.com, The Vacationer)

That’s a 10% increase from 2021. 30% of travelers say they'll choose more environmentally friendly options when researching travel online before booking, even if it causes them inconvenience.

52% of respondents intend to choose more environmentally friendly options when booking travel, but only if doing so won't inconvenience them . 57% said they would like to stay in accommodations with sustainability certification.

24. 87% of visitors desire to travel sustainably.

(TravelAgentCentral)

According to a survey of travelers, 81% of respondents said they value sustainable travel.

Of those, 50% claim that news stories about dire climate change events have influenced their choices to make more environmentally friendly travel arrangements. Therefore, 33% would rather go outside of the busiest times to avoid adding to the congestion.

More and more people want to reduce their environmental effects at home and abroad, but they encounter several obstacles. The following are the major global barriers to traveling more sustainably:

• Costs: Expensive alternatives (42%)
• Lack of Knowledge/Certification: unable to make travel more sustainable (32%).
• Time restraints: traveling sustainably would take time (22%).
• Destination: The alternatives are limited (22%)
• Luxury/comfort: Sustainable travel falls short of their expectations for comfort or luxury (20%).

Businesses in the tourism industry must figure out how to inform and encourage sustainable travel. Visitors researching travel online should learn what various hotels are doing to encourage environmentally friendly practices and how they respond to economic and environmental changes.

25. Sustainability and carbon footprint were listed as the top factor by 7% of survey respondents when making vacation plans.

(The Vacationer)

Online hotel booking statistics show that 56% of those surveyed concurred that they don't actively look for eco-friendly lodging options but will book one if it's convenient. With 67% of high-income travelers saying they would rather spend money on a better hotel room and experience.

Many hotels are now concerned that implementing sustainable projects may harm their bottom line. Accommodation quality becomes less important as more tourists prioritize experiences. The following are some motivating elements for eco-conscious travel:

• Being moved by natural sights when traveling themselves (60%)
• Observing the effects of tourism in other places (54%).
• Recognizing the advantages of sustainable tourism (47%).
• 42% of people report the negative effects of unsustainable tourism in their own nation.
• Feeling bad about their environmental impact (32%).

26. 23% of travelers choose to travel locally to reduce their carbon footprint.

Global travelers are paying more attention to the distance traveled and their transportation modes. Online travel booking statistics show that more than one in five use travel websites to look for bike rentals and public transportation options in their intended location.

33% of respondents said they would be prepared to spend an additional $50 to $250 on travel to reduce the journey's carbon footprint. Those who stayed at a sustainable hotel in the previous year did so to:

• Lessen the carbon impact on the environment (41%).
• Discover the culture of the region (33%)
• Better community engagement (31%).

User Behavior in Online Travel Booking

27. booking a trip takes americans 29% longer on average in 2022 than in 2019..

(Tripadvisor)

52% of American tourists place a higher value on the time they spend researching travel online than any other aspect of the booking process. 55% of Britons share this sentiment.

People take 6% longer to arrange a trip in Germany, while this number rises to 16% in Australia. While Australians spend 60% of their time preparing for trips, Singaporeans spend 68% visiting local travel sites and researching travel online before booking.

28. 43% of Americans dislike making travel reservations.

According to travel industry statistics, a third of families find it extremely time-consuming to conduct online hotel bookings and look for the best flights, while 23% don't enjoy planning vacations.

When booking reservations, one in three tourists put flexibility ahead of everything else. Another challenge for travelers is the lack of transparency in making travel reservations. Too many options to compare can sometimes get difficult.

Digital booking statistics show that booking a trip isn’t among the top three simplest online purchasing experiences. Above it is online restaurant bookings, clothing purchases, and online browsing and purchasing physical and digital items.

29. The average traveler makes 38 website visits before deciding and making a booking.

45% of vacationers prefer to arrange their entire trip on a single website that offers choices for flights, lodging, auto rentals, and extras.

According to research, nearly 42% of consumers take more than five years to make vacation reservations . 60% of questioned tourists think there are too many hidden fees and expenses when choosing a trip.

Online Travel Booking Market Share

30. the online travel booking industry is expected to grow by $204.81 billion by 2026..

(ResearchAndMarkets)

The publisher has closely watched the online travel booking platforms market and is anticipated to increase by a CAGR of 4.91% between 2022 and 2026.

A comprehensive analysis, market size and forecast, trends, growth drivers, challenges, and vendor analysis for about 25 vendors are in this study on the online travel booking platform market.

The research provides a comprehensive overview of the current state of the global market, the newest drivers and trends, and the general market environment.

The market is driven by the widespread use of smartphones, as well as by the growing concentration of online travel companies.

31. The digital travel market is predicted to increase from $800.72 billion in 2021 to over $1.2 trillion in 2027.

Over the past ten years, most sectors have gone digital. Particularly, the travel industry has continued to make enormous efforts to develop its online presence.

Review and travel-related e-commerce websites make up most of the online travel booking industry. It allows customers to conveniently reserve from home and frequently entices them with packages and cost-cutting options.

As a result, many tourists now prefer to plan their trips online rather than through traditional brick-and-mortar travel firms.

The primary worldwide digital travel market is also driven by rising consumer spending power, government initiatives to promote tourism, increasing internet and credit card usage, and new online segments.

It’s no surprise the yearly value of the travel business. It’s expected to be over $1.2 trillion in the coming years.

Most of the increase in online travel will come from the rising popularity of bookings made through websites like Booking.com, TripAdvisor.com, Skyscanner.com, etc., for international hotels and flights.

32. Expedia and Booking.com have acquired rival websites and mobile apps to increase their market share.

(BusinessofApps)

Kayak, Priceline.com, and Agoda are owned by Booking.com, while Expedia Group owns trivago, Orbitz, Vrbo, and Travelocity.

Expedia and Booking.com have expanded their services to include flights, taxis, car rentals, cruises, and excursions to increase their travel portfolio.

The business strategy is the same across the board; the app gets a tiny commission for each booking. Like past travel agents would arrange the airline, ground transportation, hotel, and events in a packaged trip, the goal is to be a one-stop vacation destination.

Airbnb also initiated this augmentation in 2016 with the launch of Experiences. In response to the pandemic preventing short-term travel. It also began to promote long-term stays in 2020. Services for co-working and transportation might be next on their list.

Even though Booking, Expedia, and Airbnb are the three main platforms, there are still several others, including Hopper, Hotels.com, Skyscanner, TripAdvisor, and Trip.com, that either compete in a particular market (flights for Skyscanner; hotels for Hotels.com) or operate a similar one-stop shop for all things travel-related to Booking and Expedia.

33. From 2021 to 2027, the global online travel market will expand at a CAGR of 10.58%.

(Booking.com)

The international online travel market is divided into two types: Online Travel Agencies and Direct Travel Suppliers. OTAs are becoming the world's most popular method of making reservations.

One of the best examples of digital change in business and society over the past 25 years has been the development of online travel agents.

OTAs have developed into digital marketplaces that provide direct access to digital travel options for B2C and B2B clients. OTAs are a cross between an e-commerce platform and a travel agency.

34. It’s anticipated that the travel accommodation sector will continue dominating digital travel services.

Travel accommodations are now the largest contributor to the travel market as a result of enterprises expanding globally due to globalization. Online booking is accessible for various travel accommodations, including hotels, resorts, vacation rentals, and more.

35. The online booking market is divided into mobile/tablet and desktop segments based on the type of device.

Due to its ease, comfort, and all-day accessibility, digital travel booking via a mobile, tablet, and desktop is the preferred method for most young travelers. Consumer habits in digital media are always evolving.

Mobile usage is steadily increasing, while desktop usage is steadily declining. Even said, these patterns are still evolving quickly, so the internet travel sector must adjust.

According to online booking statistics by STRATOS, 82% of all travel bookings worldwide occurred without a human being involved in the process.

Statistics on Online Travel Booking Demographics

36. baby boomers are the ones driving the growth of the online travel industry..

(Statista, TripAdvisor)

The online travel market comprises Millennials, Generation X, and Silver Hairs. However, Baby Boomer travelers with more money, time, and a strong desire to travel dominate the market.

They look for novel traveling experiences and engage in active vacations that include sightseeing and learning about different cultures. OTAs must change to reflect the preferences of younger travelers as they grow more involved and important in the travel industry.

Most Gen Xers and Millennials are wary of conventional advertising and would rather rely on word-of-mouth. In 2022, digital travel businesses that continue to rely on stock images and conventional advertising will observe a gradual decline in their clientele.

37. 60% of Millennial travelers are willing to spend more to get what they expect.

(CondorFerris)

34% are delighted to plan their trip through an agency. The 25–40-year-old Millennial age group includes business travelers and people just starting their professional lives.

Compared to travelers in the higher age category, these travelers are more likely to spend money on the trip, as they place a significantly greater emphasis on traveling for experiences.

They want to see and do unique things in unusual places without dealing with tedious details like hotel reservations. Digital travel booking statistics also show that this age group prefers to use travel companies for all their trip arrangements.

Although they use travel agents to make their hotel reservations, 52% of them will visit the hotel's website to learn more. Agents who present themselves as authorities in a particular field are quite successful with millennials.

Travel sales will increase for an agent who can provide distinctive experiences and intimate knowledge of the top accommodations, restaurants, and locations—especially if they can also maintain a strong social media presence.

38. According to online travel stats, the most lucrative travel market is in Asia-Pacific.

Geographically speaking, Asia-Pacific has the most potential for growth in the online boom, with China and India representing the most attractive markets. The emergence of the middle class, increased disposable money, and wider adoption of Internet services contribute to the growth.

While Ctrip's online travel agency dominates the Chinese travel sector, India's top OTAs are Yatra and Cleartrip. OTAs are increasingly being used to make reservations in the area.

What the Future Looks Like for the Online Travel Booking Industry

Online travel booking is here to stay. That means travel companies should constantly reinvent themselves and adapt to keep up with fast-evolving developments.

With some of the highest cart abandonment rates among all online industries, tourism also struggles to benefit from mobile-friendly websites.

These online travel booking statistics somewhat reflect the inherently competitive nature of hotel bookings, but they also show that all travel agencies need to modernize their marketing and sales strategies. The first thing to get the best live chat software :

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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.

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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.

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Online travel booking is here to stay.

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Online Travel Market Size, Share, Competitive Landscape and Trend Analysis Report by Service types, Platforms, Mode of Booking ,and Age Group : Global Opportunity Analysis and Industry Forecast, 2022-2031

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The global online travel market size was valued at $354.2 billion in 2020, and is estimated to reach $1,835.6 billion by 2031, registering a CAGR of 14.8% from 2022 to 2031.

Online travel providers aim to ease travel planning and bookings for travelers. The online travel industry is being pushed by quick and easy flight and hotel bookings, an increase in customer trust in online payment, and the option to compare numerous available travel alternatives.. Market players are extensively offering travel services through mobile websites and apps, as it is one of the most preferred mediums of travel bookings, particularly among the young professionals.

The emergence of internet has led to intense exposure of people to social media sites. People first browse through websites, gather detailed information, and review the required product or service before making a purchase. In addition, social media such as Facebook, Twitter, and travel blogs have become a common medium for people to discuss travel plans. Social media acts as a platform for online travel service providers to advertise their services and special offers for online bookings garnering the online travel market growth during the forecast period.

Transportation segment helds the major share of 41.2% in 2020

Social and political disturbances affect the travel & tourism industry in specific regions. Customers tend to avoid these conflict prone areas even if they get travel services at affordable prices. Government of several nations have also declared instructions for travelers to refrain from traveling to countries affected with epidemics or social/political unrest. This, limits the scope of online travel booking to those countries thereby affecting the sales of the online travel market.

The online travel market segmented into service type, platforms, mode of booking, age group, and region. On the basis of service type, the market is categorized into transportation, travel accommodation, and vacation packages. By platform, it is segmented into mobile and desktop. On the basis of mode of booking, it is segmented into online travel agencies (OTAs) and direct travel suppliers. On the basis of age group, market is segmented into ¬22-31 years¬ 32-43 years¬ 44-56 years¬ and >56 years. Region-wise, it is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, France, UK, Italy, Spain, and rest of Europe), Asia-Pacific (China, India, Japan, Australia, South Korea, and rest of Asia-Pacific), and LAMEA (Brazil, Argentina, UAE, Saudi Arabia, South Africa, and rest of LAMEA).

Desktop segment helds the major share of 69.3% in 2020

According to the online travel market trends, on the basis of service types, the travel accommodation segment was the considerable contributor to the market, with $123.7 billion in 2020, and is estimated to reach $719.5 billion by 2031, at a CAGR of 16.0% during the forecast period. Travelers are increasingly being offered a diverse range of hotel options at reasonable costs by market players.. Customers compare accommodation options at several websites to get the best affordable deal. Travelers choose specialized online accommodation providers such as Airbnb, Inc. and OYO Rooms because they provide a wide range of lodging alternatives.. Thus, above mentioned factors are  attributable for the growth of the market through travel accommodation segment.

According to the platforms, the mobile segment was the significant contributor to the market, and is estimated to reach $617.9 billion by 2031, at a CAGR of 15.8% during the forecast period. Increase in usage of mobile and innovative mobile travel apps majorly attribute for the growth of the market through mobile segment. Technology has changed the way people communicate and travel across the globe. With evolving technology and increase in use of mobiles, easy and efficient methods are being developed to make traveling easy and comfortable, thus increasing the growth of travel industry. Mobile travel apps are gradually gaining pace in the market and are preferred by travelers to make their travel arrangements. Thus, increase in usage of the smart phones and growth in digital literacy is likely to proliferate the growth of the online travel market.

Direct Travel Suppliers segment helds the major share of 55.7% in 2020

On the basis of mode of booking, the direct travel suppliers segment was accounted for major share in global online travel market and is expected  to sustain its share throughout the forecast period. Direct travel suppliers are the major revenue contributors in the product market. However, this segment witnesses an increase in threat from the growing online travel agencies (OTAs) market share. To remain competitive, airlines such as Lufthansa AG choose to circumvent OTAs by charging additional fees for bookings made through the OTAs.. The online travel industry through direct travel suppliers is developing at a slower rate, because customers are constantly using OTA platforms..                                

According to the online travel market analysis, on the basis of age group, the 22-31 Years segment was the considerable contributor to the market, with $102.0  billion in 2020, and is estimated to reach $539.2  billion by 2031, at a CAGR of 15.0% during the forecast period. The age group of 22–31 years comprises the young population, which are the early starters in their professional career. When compared to travelers in the older age groups, these travelers are more likely to spend more money on travel and visit new places. These travelers have changed the travel business because of their extensive use of technology, . Smartphones and other mobile devices are largely preferred to make travel arrangements. Furthermore, social media platforms are utilized to evaluate various travel service providers, locations, modes of transportation, and lodging. As a result, the industry is experiencing strong growth in the 22–31 year age group sector..

32 - 43 Years segment helds the major share of 33.6% in 2020

According to the online travel market opportunities, region wise, Asia-pacific gained significant online travel market share and is expected to sustain its share throughout online travel market forecast period. It possesses the highest growth potential in the online travel market, India and China being the most lucrative markets. The growth is attributed to the increase in disposable income, rise in middle-class segment, and greater penetration of internet facilities. Ctrip is the leading player in online travel market in China, whereas MakeMytrip, Yatra, and Cleartrip are the major online travel agencies (OTA) in India. 

The players operating in the global online travel industry have adopted various developmental strategies to expand their market share, increase profitability, and remain competitive in the market. The key players profiled in this report include Expedia Group, Inc., Ebury Partners UK Ltd, Fareportal Inc. , Hostelworld.com Limited, Hurb Co S/A, HRS, MakeMyTrip Ltd., Oracle Corporation, Priceline (Booking Holdings Inc.), SABS Travel Technologies, Tavisca Solutions Pvt. Ltd., Thomas Cook India Ltd., travelomatix.com, Trip.com Group, Tripadvisor, Inc., and WEX Inc.

North America region helds the major share of 33.3% in 2020

Key Benefits For Stakeholders

• The report provides a quantitative analysis of the current trends, estimations, and dynamics of the market size from 2020-2031 to identify the prevailing opportunities.
• Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
• In-depth analysis and the market size and segmentation assist to determine the prevailing market opportunities.
• The major countries in each region are mapped according to their revenue contribution to the market. 
• The market player positioning segment facilitates benchmarking and provides a clear understanding of the present position of the market players in the online travel market.

  Online Travel Market Report Highlights

Analyst Review

The global online travel market is anticipated to witness robust growth in the emerging market of Asia-Pacific. The growth is attributed to increase in disposable income, rise in middle-class segment, and greater penetration of internet facilities. Business travel has also fueled market growth in Asia-Pacific. Approximately, 90% of corporate travelers in the region own either a smart phone or tablet. More than 50% of these travelers manage their travel through these devices. Companies cater to the needs of travelers through innovative mobile travel apps to gain market share. Apps with various features are being developed to stay connected to travelers throughout their journey and to assist them whenever required. Travel apps offer flexibility to travelers, thus becoming an important differentiating factor for the consumers while choosing a travel company. In addition, customers download hotel and airline apps for quick view and booking status. Thus, proliferation of mobile usage and innovative mobile travel apps are expected to foster the growth of the online travel market in the future.

• Travel Destinations
• Luxury Accommodations
• Travel Packages
• Adventure Travel
• Luxury Travel Experiences
• Travel Planning
• Outdoor Activities

Total Market value of Online Travel report was valued at $354.2 billion in 2020.

14.8% is the CAGR of Online Travel Market

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2022 to 2031 would be forecast period in the market report Market

Expedia Group, Inc., Ebury Partners UK Ltd, Fareportal Inc. , Hostelworld.com Limited, Hurb Co S/A, HRS, MakeMyTrip Ltd., Oracle Corporation, Priceline (Booking Holdings Inc.) and SABS Travel

The online travel market segmented into service type, platforms, mode of booking, age group, and region

India online travel market was valued at $12.4 billion and is expected grow at 21.1% during the forecast period.

By the end of the 2031, Asia-Pacific is expected to dominate the online travel market.

Online travel market was negatively impacted the growth of the market and is expected grow at highest CAGR growth rate after COVID-19 scenario.

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Online Travel Market

Global Opportunity Analysis and Industry Forecast, 2022-2031

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Travel App Revenue and Usage Statistics (2024)

Updated: January 8, 2024

The online travel booking industry was one of the hardest hit by the coronavirus pandemic, with some apps reporting more than 70 percent less traffic and bookings than 2019. 

It took two years for most online travel agencies, hotels, and airlines to see a return to form, although for some the levels of revenue and occupancy are still below 2019 figures. 

Master Global User Growth: Insights from SocialPeta's Trends White Paper

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One of the ways Booking.com and Expedia have managed to maintain their market share is through the acquisition of competitor websites and apps. Booking owns Priceline.com, KAYAK, and Agoda, while Expedia Group has Orbitz, Travelocity, and Vrbo in its portfolio. 

Another way the duopoly has continued is through an expansion to services offered. Both Booking and Expedia have branched out into flights, car rental, experiences, taxis, and cruises. The model is similar across both platforms, with the OTA receiving a small commission for each booking.

The aim is to be a one-stop destination for a holiday, similar to how a travel agency pre-internet would organise the flight, transport, hotel, and events in a packaged holiday.

Airbnb has started this augmentation as well, with the introduction of Experiences in 2016. It also started to promote long-term stays in 2020, in response to the pandemic halting short-term travel. Transport and co-working services may be next on its list.

Even though Booking, Expedia and Airbnb are the three main platforms, there are others, such as Hopper, TripAdvisor and Trip.com. 

We have collected data and statistics on the online travel booking market. Read on below to find out more.

Key Travel App Statistics

• The travel app market generated $556 billion in revenue last year, a 53.4% increase on the previous year
• Booking generated the most revenue out of all online travel agencies in 2022
• Over 800 million people used a travel app in 2022
• Expedia holds a slight lead in the US market, at 21.5% market share
• Booking was the most downloaded travel app in 2022, with over 80 million downloads

Travel App Report 2024

Want to learn more about the travel app industry? In our Travel App report , we cover financials, usage, downloads, and demographics by age and gender, alongside market share, and benchmarks.

Top Travel Apps

Travel app revenue.

The travel app industry generated $556 billion revenue in 2022, with hotels and accomodation contributing 73% of the total revenue.

Travel app global revenues 2016 to 2022 ($bn)

Travel revenue by app.

Booking Holdings remained the top online travel agency company in terms of revenue in 2022. The big three all experienced over 60% revenue growth last year.

Travel booking app revenues 2017 to 2022 ($bn)

Travel app users.

Just over 800 million people used travel apps in 2022, a big step up from the previous two years but still lower than 2019 figures.

Travel booking app users 2016 to 2022 (bn)

Travel app market share united states.

Expedia has a lead in the US market, however, Booking has been catching up and could be the lead travel app in 2023.

Travel booking app market share in United States 2022 (%)

Travel app downloads.

Booking had the highest annual downloads worldwide, followed by Airbnb.

Travel booking app worldwide downloads 2018 to 2022 (mm)

Source: Apptopia

More Travel & Local App Data

• Vrbo Revenue and Usage Statistics (2024)
• Booking Revenue and Usage Statistics (2024)
• Uber Revenue and Usage Statistics (2024)
• Airbnb Revenue and Usage Statistics (2024)
• Expedia Revenue and Usage Statistics (2024)
• Taxi App Revenue and Usage Statistics (2024)
• Hopper Revenue and Usage Statistics (2024)
• Zillow Revenue and Usage Statistics (2024)
• Lyft Revenue and Usage Statistics (2024)
• what3words Revenue and Usage Statistics (2024)

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UN Tourism | Bringing the world closer

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Statistics of tourism

The United Nations recognizes the World Tourism Organization as the appropriate organization to collect, to analyse, to publish, to standardize and to improve the statistics of tourism, and to promote the integration of these statistics within the sphere of the United Nations system.

“Official statistics provide an indispensable element in the information system of a democratic society, serving the government, the economy and the public with data about the economic, demographic, social and environmental situation.”

Fundamental Principles of Official Statistics

The UNWTO Statistics Department is committed to developing tourism measurement for furthering knowledge of the sector, monitoring progress, evaluating impact, promoting results-focused management, and highlighting strategic issues for policy objectives. 

The department works towards advancing the methodological frameworks for measuring tourism and expanding its analytical potential, designs practical guidance for their implementation in countries, supports statistical strengthening in countries through capacity building, and compiles and disseminates tourism statistics of countries all over the world.

The United Nations recognizes the World Tourism Organization as the appropriate organization to collect, to analyses, to publish, to standardize and to improve the statistics of tourism , and to promote the integration of these statistics within the sphere of the United Nations system.

Tourism Statistics Database

UNWTO systematically gathers tourism statistics from countries and territories around the world into a vast database that constitutes the most comprehensive statistical information available on the tourism sector. 

COVID-19 AND TOURISM STATISTICS

With new situations emerging from the unprecedented COVID-19 pandemic, some clarifications need to be made to the UN statistical standards on tourism to maintain as far as possible data consistency and international comparability

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Travel & Tourism set to break all records in 2024, reveals WTTC

Global GDP impact predicted to exceed $11 trillion in 2024. Unprecedented job numbers expected in the sector.

NEW YORK, U.S. – The World Travel & Tourism Council ( WTTC ) is projecting a record-breaking year for Travel & Tourism in 2024, with the sector’s global economic contribution set to reach an all-time high of $11.1 trillion.

According to the global tourism body’s 2024 Economic Impact Research (EIR), Travel & Tourism will contribute an additional $770BN over its previous record, stamping its authority as a global economic powerhouse, generating one in every 10 dollars worldwide.

As the global sector soars past its pre-pandemic prosperity, WTTC expects 142 countries of 185 analysed will be outperforming previous national records.

In partnership with Oxford Economic, WTTC’s latest EIR showcases a sector briming with opportunities, underpinning almost 348MN jobs globally. This represents an increase of more than 13.6MN jobs compared to its highest point in 2019.

International visitor spending is expected to come within touching distance of the 2019 peak, to reach $1.89TN, while domestic tourists are forecast to spend more than in any year on record to hit $5.4TN.

A look back on last year

Despite economic uncertainties and geopolitical shake-ups, the Travel & Tourism sector is thriving. With an economic injection of nearly $10TN, the sector matched its pre-pandemic zenith, flexing its resilience and proving its critical role in the global economy.

Representing 9.1% of global GDP at just over $9.9TN in 2023, Travel & Tourism’s financial footprint was the largest it’s been since the golden year of travel in 2019, trailing its peak by a mere 4%.

The sector also bolstered its workforce by an additional 27.4MN, propelling the total to nearly 330MN jobs worldwide.

International spending increased by 33.1% to reach $1.63TN, underscoring a vibrant comeback story for many countries around the world, with domestic spending increasing by more than 18% to reach almost $5TN.

2023 set the stage, demonstrating the unwavering passion for travel, paving the way for a record-breaking year in 2024.

This growth comes despite two of the world’s biggest tourism markets lagging in terms of international visitor spend, with both the U.S. and China seeing a far slower return of international tourist spend.

Last year in the U.S., international visitor spending remained more than a quarter below the peak of 2019, while China’s visitor spend remained almost 60% down.

Julia Simpson , WTTC President & CEO, said: “Against the backdrop of uncertainty, the Travel & Tourism sector remains a global economic powerhouse.

“This isn’t just about breaking records, we’re no longer talker about a recovery – this is a story of the sector back at its best after a difficult few years, providing a significant economic boost to countries around the world and supporting millions of jobs.

“There’s a risk however, we need the U.S. and Chinese governments to support their national Travel & Tourism sectors. The U.S. and China will continue to suffer whilst other countries are seeing international visitors return much faster.”

Travel & Tourism 10 years from now

Looking ahead, WTTC is forecasting a promising future for the next decade, characterised by robust growth and unparalleled career opportunities.

By 2034, the sector will supercharge the global economy with a staggering $16TN, making up 11.4% of the entire economic landscape.

This booming industry is also set to be a job creation juggernaut, providing employment for 449MN people worldwide. Nearly 12.2% of the workforce will be powering this vibrant sector, showcasing Travel & Tourism’s pivotal role in global employment.

With more than three quarters of the countries analysed expected to exceed the high point of 2019, in terms of GDP contribution,

Travel & Tourism is on the brink of its most transformative era yet, promising prosperity, innovation, and connection on a scale we’ve yet to see.

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

• Theodore Koumelis https://www.traveldailynews.com/author/theodore-koumelis/ Quantum Metric simplifies digital customer listening with Gen AI powered solution
• Theodore Koumelis https://www.traveldailynews.com/author/theodore-koumelis/ Margaritaville at Sea unveils variety of staterooms and suites on all-new “Islander” sailing from Port Tampa Bay
• Theodore Koumelis https://www.traveldailynews.com/author/theodore-koumelis/ Smart destinations gather in Dublin to kick-off its year as the European Capital of Smart Tourism
• Theodore Koumelis https://www.traveldailynews.com/author/theodore-koumelis/ Holland America Line teams up with Audible to offer a virtual book club

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70+ Stunning Online Travel Booking Statistics (2023 Figures)

Online Travel Booking Major Statistics

General online travel booking statistics 2023, 2023 online travel booking statistics for market and industry, statistics for hotel reservations in 2023, comparing 2023 statistics: online booking vs. travel agency statistics, enlightening online travel booking statistics, must know online travel booking statistics 2023, online travel sustainability statistics.

Traveling provides unique experiences and memories. With numerous travel choices in today’s world, online trip booking has become an overload. And that’s what makes these intriguing online travel booking statistics. As of 2019, 57% of all travel bookings were made online. As per 2022 data, 68% of all travel and tourism sales were online.

• By 2026, online sales will make up 73% of the travel and tourism sector.
• Booking was the top online travel agency in revenue in 2021.
• Online marketplace bookings rose from 3.2% in 2017 to 9.1% in 2018.
• Direct online bookings decreased from 79.2% to 66.7% during the same period.
• 39% prefer app downloads for faster performance, while 30% like mobile app features.
• 80% of hotel customers willingly leave reviews.
• Mobile travel sales increased from 36% in 2016 to nearly 50% in 2021.
• In 2020, about 50% reported more last-minute travel bookings due to the pandemic.

1. Global online travel is up 15.4% .

2. The travel industry is worth $1.2 trillion .

3. 80% book holidays online.

4. Top categories: packages, transport, accommodation.

5. S at. quietest, Mon . busiest for bookings.

6. Travelers check 38 sites on average .

7. Booking.com has 443M active users .

8. Online travel sales hit $755B in 2019 .

9. 30% of holidays cost over £2,500, 70% over £1,500 .

10. Asia-Pacific shows high growth potential.

11. 50% prefer a single website for booking.

12. 60% say it’s their priciest online buy.

13. 2021: online travel sector $800B revenue .

14. Online sales make up 66% of industry revenue .

15. The U.S. online travel market is worth $190.4B/year .

16. The global online market is expected to hit $1 trillion in 2030 and $521B in 2023.

17. By 2026, the online travel market will grow to $690.71B .

18. 148.3 million travel books are made online each year .

19. Only 44% of website visitors make a purchase.

20. Travel booking is the 4th easiest online shopping experience.

21. 2018: Online travel sales are worth $694 billion, with 10.4% YoY growth.

22. The U.S. online travel market is $190.4 billion in annual sales.

23. Over 700 million will book online by 2023.

24. 50% of American travelers spend 6 days on trip research .

25. Some book trips months in advance, others a week to a month .

26. The 50+ age group tends to book four months in advance.

27. The under-35 age group prefers Online Travel Agents.

28. 2 out of 3 online hotel bookings through official websites.

29. Average 2.2% conversion rate on hotel websites.

30. The top 20 hotels have a 5.6% conversion rate, and the bottom 20 have 0.3%.

31. Conversion rate influenced by website design and marketing.

32. 39% of all online bookings are for hotel reservations.

Nearly 70% of Millennials like loyalty programs, but 39% think they’re not great . Online Travel Agencies (OTAs) like Expedia and Priceline help you find travel services easily. They have lots of options.  Online booking means going to the hotel or airline’s website.  Here are some facts:

33. OTAs have 39% of the U.S. online booking market.

34. 33% of this market belongs to Millennials (Gen Y).

35. Over half of Gen Y book travel or hotels using OTAs.

36. 87% of Millennials help friends and family with their journey.

37. Nearly 70% of Millennials like loyalty programs, but 39% think they’re not great .

38. Regarding booking hotels, 60% of global millennials prefer general travel sites, while 22% use hotel-specific sites.

39. When booking flights, 44% of millennials worldwide opt for airline websites, with only 34% using general travel sites. This shows that many global millennials go directly to airline websites for flight bookings.

40. Younger travelers aged 18-34 typically lean towards digital methods for trip planning, while those above 35 tend to stick to traditional approaches.

41. Over 60% of travelers aged 18-34 consider flight prices and airlines when booking, but the price holds more weight.

42. Within this age group, 22% prioritize flight prices over the airline.

43. In contrast, 4% of travelers above 34 focus on the airline, while 10% prioritize the price.

44. More than 24% of people in the U.S. still prefer using physical agencies for vacation bookings.

45. In 2023, over 30% of leisure travelers visiting the United States opt for privately owned accommodations.

46. Among hotel guests, 57% favor booking through the hotel’s website or online travel agencies (OTAs), signaling a shift from phone bookings.

47. Among surveyed people, 41% choose online travel agencies (OTAs) for trip bookings, 29% prefer travel agents or operators, and 20% stick with traditional agents, highlighting the shift to online convenience.

48. Travelers under 35 often use OTAs to book hotel rooms .

49. Approximately 81% of visitors to online travel booking sites leave without completing a booking.

50. Travelers prefer OTAs for security, convenience, loyalty discounts , and reviews.

51. 12% of travelers expect quicker accommodations booking through websites than booking directly through hotels.

52. In 2018, 31% of internet-initiated hotel searches began via search engines, a 23% increase from 2017.

53. 23% of leisure travelers trust mobile devices to find flight and hotel details as much as desktop computers.

54. In July 2019, Booking.com received 697 million website visits , showing its influence.

55. TripAdvisor had 224 million website visits in the same month , solidifying its position as a go-to travel source .

56. Nearly 80% of travelers use their phones for information searches.

57. About 40% of travelers use virtual travel assistants for trip planning.

58. Google reports a 519% increase in travel searches with “tonight” and “today” in the past five years.

59. 70% of travelers use mobile devices to search for things to do, and 66% search for destinations .

60. Over 80% of business and corporate travelers desire a simpler booking process.

61. On average, travelers spend five days researching vacations to match their budgets.

62. Beach vacations are 2.5 times more popular than city breaks.

63. A 10% increase from 2021 shows that 63% of travelers are willing to choose eco-friendly options.

64. While 30% prioritize sustainability even if it’s less convenient, 50% make eco-friendly choices if it’s easy.

65. Over 50% prefer accommodation with sustainability certifications.

66. More than 80% of travelers increasingly adopt sustainable practices.

67. Climate headlines influence 50% of eco-friendly plans .

68. 59% of travelers aim to improve the places they visit.

69. 33% travel during off-peak times to avoid crowds.

70. Beautiful natural places inspire 60% of sustainable travelers .

71. Over 54% choose eco-friendly travel to protect destinations from tourism , while 32% feel guilty about environmental harm.

72. More than 20% use websites for public transportation updates and bike rentals.

73. 33% choose closer destinations to reduce their carbon footprint.

74. 33% are open to spending $50 to $250 for eco-friendly travel.

75. 41% select sustainable accommodations to reduce environmental impact, 33% to experience local culture , and 31% to connect with the community.

76. While 56% of travelers don’t actively seek eco-friendly places , they’ll choose them if they are easy to book and convenient.

The rise of online travel bookings is clear, with over 50% of hotel reservations happening online. It’s all about convenience, a wide range of options, and great prices. These stats show the current trend and hint at a future where more travelers will go digital. They help us make budget-friendly and sustainable choices in our journeys, guiding us toward unforgettable adventures.

Why do travelers face several barriers when making sustainable travel choices?

Travels often encounter several barriers, which include lack of knowledge, potential extra costs, finding sustainable travel destinations, etc.

What is the most popular type of e-booking in the hospitality and tourism industry in 2023?

Hotel reservations contribute the most to e-bookings in the hospitality and tourism industry in 2023. According to Statista data, hotel reservations account for 39% of all e-bookings. This is unsurprising, as hotels are a key component of the hospitality and tourism industry.

What is the most popular platform for online travel bookings in 2023?

According to Statista, Booking.com is the most visited online travel booking platform in 2023, with a 25% market share. As of September, the platform recorded more than 550 million visitors. Also, Hotels.com and Expedia are popular platforms with a 20% and 15% market share, respectively.

What percentage of hotel bookings will be online in 2023?

According to Statista, over 57% of hotel bookings have been made online in 2023. This means that most hotel guests book their stays directly through the hotel’s website or online travel agencies (OTAs).

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Online Travel Booking Statistics And Trends

Updated on January 27, 2024 by Axel Hernborg

Table of contents

• 1 Methodology
• 2 Some Of The Osint Sources Include
• 3 Market Research
• 4 Key Travel And Tourism Statistics
• 5 How Many People Book Hotels Online In 2023?
• 6 Travel Apps for Booking
• 7 Market Leading Online Travel Companies
• 8 Mobile Usage
• 9 Hotel Recommendations And Reviews
• 10 The Best Time For Booking Hotels And Travel
• 11 The Best Travel Booking Sites
• 12.1 References

Methodology

The online travel statistics and trends were carried out via Osint (Open Source Intelligence) techniques to help find and then analyse information for research.

Analysing by using open source means applying several analytical methodologies to collect, process, and analyse the information.

The goal at the end of the research is to transform the confusing data that has been collected into knowledge that can offer context and useful information to others.

Some Of The Osint Sources Include

• Scientific and technical commercial databases;
• Official and unofficial data of institutional bodies;
• Information from professional and academic sources;
• Search engines used both with Boolean operators and with advanced operators;
• Meta-browsers;
• Software for the analysis of the social graph;
• Software for the analysis of metadata and geolocation;
• Social network;
• Domain intelligence tools;
• Network analysis;
• Newspapers and magazines, institutional publications.

Given the consistency of the information to be compared and considering any cases of harmony, we inform you that the processing may present limited cases of inaccuracies.

Market Research

2023 is the base year for collecting data. Due to the aftermath of Covid-19 still affecting the tourism and travel industry, some trends and data refer to the pandemic.

The online travel market has risen over the last decade. In 2022 the online global travel and tourism market was worth 475 billion USD .

The market is expected to reach one trillion USD by 2030. Considering this, the online bookings segment is becoming increasingly important to global travel.

Key Travel And Tourism Statistics

• The market size of the travel & tourism industry in 2023 was 2.29 trillion USD .
• This is forecast to reach 927.3 billion USD by the end of 2024.
• Online travel bookings were forecasted to be worth 521 billion USD in 2023.
• In 2020, COVID-19 cost the travel sector an estimated loss of almost 4.5 trillion USD .
• International holiday bookings were up by 27 % in the UK between January and March of 2023 compared to the same time in 2022.
• Average order value (AOV) per trip was also up by 3.48% in 2023 in the UK compared to 2022 in nominal terms. This was down to several factors – one being that people had saved up money to enjoy a longer holiday. Also, confidence in international travel was up.
• On average, the increased cost of holidays has gone up by 360 GBP in 2022. In 2012 it was 296 GBP.
• The top travel destinations from the UK were in Europe in 2023.
• It was both promotions and discounts that led UK customers to book a holiday in 2023, with influencers and content creators in second place.
• While some sectors of tourism may lag, overall travel is expected to surpass pre-pandemic performance in 2024, driven by a 2% growth in international arrivals.
• In 2023, online booking platforms dominated the global travel and tourism market, capturing a commanding 68% of total revenue.
• It is said by 2028, 76 % of revenue for the travel and tourism market will be made online.
• 39% of people book their online travel bookings through mobile phone apps rather than using websites.
• In the US, 83% of adults prefer to book online.
• About 70% of travellers research travelling through their smartphones.
• Mobile customers ( 27% ) have started to use virtual travel assistants to help organise and plan their trips.
• When finalised, 72 % of mobile bookings happen within 48 hours of a Google search.
• There are 148.3 million online travel bookings every year.
• Midweek (Tuesday, Wednesday and Thursday) is preferred and is considered best to book a holiday, while the worst days to fly for a holiday break are weekends .

How Many People Book Hotels Online In 2023?

• Booking online for hotels has grown by 10.3 per cent in 2023.
• By the end of 2023, it was estimated that 700 million people will have made a hotel room booking online.
• Those under the age of 35 are more likely to book a hotel online.
• Only two-thirds of a hotel’s bookings are made via their website.
• At least 1/3 of leisure travellers in the US have booked to stay in privately owned accommodation.

Revenue in the hotel market is projected to reach $446.50 billion in 2024 globally, reflecting an annual growth rate of 3.32% between 2024 and 2028.

Travel Apps for Booking

• The travel app market generated $556 billion in 2022, with a remarkable increase of  53.4% from the previous year.
• Usually, half of the travel apps are deleted within 1 month.
• The travel apps uninstall rate was approximately 31% , in 2022 .
• The feature most appreciated by users of travel apps is speed.
• The reason for using an app ( 32 %) is boarding passes, check-in, and passbook.
• Real-time updates and flight status changes are valued by 31% of travellers, demonstrating the importance of information accessibility.
• 79 per cent of travellers enjoyed status updates on their travel, 75 per cent price changes, and 67% sales.
• The fact that travel apps work offline is favoured by 25% of users, signifying their value for international travel and unreliable internet connections.
• 21 % of users believe that travel apps offer a better user experience.
• Saving preferences are favoured by 17 % of users.
• Being part of a loyalty or reward program is one of the reasons ( 11% ) why travel apps are downloaded.
• Travel apps sell more: the conversion rate is 5x higher than mobile website booking.

Market Leading Online Travel Companies

• Booking.com (United States)
• Airbnb (United States)
• Trip.com (China)
• Expedia (United Staes)
• MakeMy Trip (India)
• Webjet (Australia)
• Edreams Odigeo (Spain)
• Trivago (Germany)
• Despegar.com (Argentina)
• On the Beach (United Kingdom)

Mobile Usage

• In 2023, 83% of adults prefer to book their travel online than the traditional way.
• 91 per cent of people are likely to abandon their travel purchase when using an app or mobile.
• Around 72% of travel bookings are made within 48 hours of using the app.
• 50 to 55 per cent of travellers say they enjoy “voice search” when planning a trip.
• Users who text with hotel chatbots would be 30 % more likely to spend more.
• In 2022,  64%  of those booking online make online purchases on a desktop and 44% make them on a mobile device1. This shows a shift from 2021, when 59% of bookings were done on a desktop and  41%  on a mobile device 1
• Almost all automated online bookings take place without any human interaction. Desktop automated bookings occur 2.4% of the time, while travels are booked via smartphones – 0.7% of the time.
• 28% of people say they enjoy using the app compared to online booking because they also work offline.

Hotel Recommendations And Reviews

• Users who are asked to leave a review leave it 68% of the time.
• About 45% of all users have written a review in the past year.
• 95% of customers leave positive reviews.
• Most users ( 93% ) say online reviews impact their booking decisions.
• While both generations (Gen X and Millennials) are active travellers, they tend to be sceptical of traditional advertising. Word-of-mouth recommendations and authentic user reviews hold more sway in their decision-making.
• Gen Z is actively shaping the travel market. They are highly digital and rely heavily on online reviews, social media influencers, and authentic experiences.
• Online travel agencies that still rely on stock photos and traditional advertising will find that their customer base is slowly eroding in 2020.
• Over 70% of users research travel options before booking, highlighting the importance of a strong online presence and accurate information.
• Travelers typically read between 6 to 12 reviews before deciding on which hotel to choose.
• Around 49% of people rely on online reviews.
• 15% of customers don’t trust businesses that don’t have reviews, while only 6% of people say they don’t trust customer reviews.
• While 40% of travellers leave reviews for exceptional hotel service, a slightly higher 48% tend to share their feedback after a negative experience.
• Only 22 per cent leave a review without being asked.

The Best Time For Booking Hotels And Travel

• Online bookings are more likely to be made on Monday.
• The weekend is considered the time with fewer bookings of the week.
• 6 AM is the quietest time for overall online travel bookings, while 10 AM is the busiest.
• Over 90% of travellers expect a personalized online experience when they book their travel.
• Surprisingly, users who book their experiences before leaving spend 47% more on accommodation and 81% more on travel than on-site bookers

The Best Travel Booking Sites

• Most Tripadvisor users (80%) spend 4 weeks researching online travel sites before booking.
• In September 2023, Booking.com topped global travel websites with 554.5 million visits, followed by TripAdvisor.com at 433.6 million visits.
• 66.7% of online bookings are made through the hotel website.
• Online sales constitute a 68% revenue share in the global travel and tourism market.
• 80 % of holiday packages are booked online.
• 60 % of those who book a vacation online say it is the most expensive online purchase they have made online.

Travel Facts In 2023

• Half of Americans spend at least a week researching before booking their holidays.
• Men book for vacations less than women, with a percentage of 49% versus 58% .
• In terms of popularity, beach holidays ( 34% ) are preferred to city breaks( 32% ).
• On average, users spend 5 days searching for their holidays, almost the same time spent searching for a new car (6 days).
• Before booking a trip online, visitors browse roughly 38 websites (including OTAs, blogs, etc.).
• Half of Brits feel safer booking travel via smartphone.
• 76% of global travellers expressed to make sustainable travel choices.
• Staying at least one time in life in an environmentally friendly or green accommodation is planned by 78% of global travellers.
• 70% of travellers could be influenced to book accommodation if they knew it was eco-friendly.

Reference s

• https://www.statista.com/topics/2704/online-travel-market/
• https://www.statista.com/statistics/1220218/tourism-industry-market-size-global/#:~:text=Despite%20the%20sharp%20increase%2C%20the,the%20peak%20reported%20in%202019 .
• https://www.statista.com/outlook/mmo/travel-tourism/worldwide
• https://www.travelagewest.com/Industry-Insight/Business-Features/Global-Travel-Tourism-4-5-Trillion-Loss-2020-COVID
• https://www.independent.co.uk/travel/news-and-advice/holiday-bookings-2023-cost-of-living-b2319053.html
• https://www.oberlo.com/statistics/average-order-value
• https://www.weforum.org/agenda/2022/01/global-travel-tourism-pandemic-covid-19/
• https://www.travelperk.com/blog/online-travel-booking-statistics/
• https://www.stratosjets.com/blog/online-travel-statistics/
• https://upgradedpoints.com/travel/best-and-worst-days-to-fly/
• https://www.businessofapps.com/data/app-data/
• https://thepointsguy.com/guide/handling-flight-schedule-changes/
• https://uxplanet.org/what-makes-a-good-travel-app-ux-1e261711b045
• https://www.condorferries.co.uk/online-travel-booking-statistics
• https://hoteltechreport.com/marketing/hotel-chatbots
• https://www.data.ai/en/insights/topic/market-data/
• https://www.reputationdefender.com/blog/online-reviews/20-stats-about-online-reviews-that-hoteliers-need-to-know
• https://www.statista.com/statistics/1215457/most-visited-travel-and-tourism-websites-worldwide/
• https://www.gcwmultimedia.com/women-need-vacation-the-most/#:~:text=Women%20were%20more%20likely%20than,was%20even%20wider%20among%20millennials .
• https://www.travelmarketreport.com/articles/Consumers-Visit-38-Sites-Before-Booking-Expedia-Says
• https://partner.booking.com/en-gb/click-magazine/bookingcom-news/sustainable-tourism-becomes-priority-72-global-travellers

Hello! I am Axel, tripplo.com’s travel savings, deals and discounts expert and founder. I have been in the travel deals and discounts industry for almost a decade now. It’s me who publish and update most of the content and discounts on tripplo.com! I also have a podcast in which I share valuable information about how to get the best travel deals and discounts.

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23+ Global Tourism Statistics, Facts, and Trends [2023]

Want to know the latest and greatest about global tourism? 

Look no further.

We’ve put together a comprehensive list of global tourism industry stats, trends, and facts for 2023.

Pick a category that grabs your interest, OR scroll down for our top pics.

Top Global Tourism Industry Statistics (Editor’s Picks)

International arrivals, market size, gdp contribution, employment, and regional trends, global hotel and resort industry: market size, leading brands, and most expensive hotels, global airline industry: flight volume, market valuation, passenger trends, and environmental impact, global online travel market: sales channels, market valuation, and leading companies.

• Worldwide tourist arrivals reached ~963M in 2022.
• France was the top global tourist destination in 2022, with 79.4M visitors.
• The travel and tourism sector is expected to add $9.5T to global GDP in 2023, only 5% less than pre-pandemic.

The global tourism industry is worth close to $2.3T as of 2023.

Travel and tourism are expected to make up 9.2% of global GDP in 2023.

• The travel and tourism sector employed 295M people in 2022, with this figure projected to rise to 320M in 2023 and 430M by 2033.
• Revenue in travel and tourism is expected to surge across the board, with the “Hotels” segment aiming for $483.42B by 2027.
• In 2024, inbound travelers to the Asia Pacific region are expected to increase by ~72.4% over the prior year.
• In 2024, Asia Pacific is anticipated to see a 70.3% annual spike in outbound travel.
• In 2022, travel and tourism contributed around $2T to the US GDP, the highest globally.
• In 2022, Europe had ~594.5M inbound travelers, the highest regional count.

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• The global hotel and resort market is valued at $1.49T as of 2023.
• In 2023, Hilton was the most valuable hotel brand, estimated at $11.746B.
• As of 2022, Lover’s Deep Luxury Submarine Hotel is the world’s priciest hotel at $175,000 per night.
• In 2023, the number of airline flights worldwide will hit 34.4M.
• The global airline industry is worth close to $841.5B as of 2023.
• Global airlines handled over 3.7B scheduled passengers in 2022.
• As of 2023, Delta Air Lines is the world’s top-valued airline at approximately $22B.
• Hartsfield-Jackson Atlanta International saw nearly 93.7M passengers in 2022, making it the busiest airport.
• Air travel led in CO2 emissions from global tourist arrivals in 2005 and 2016 and is projected to emit 616M metric tons in 2030.
• Online sales are expected to claim 74% of worldwide travel and tourism revenue in 2027.
• The global online travel market is worth $521.18B as of 2023 and is set to cross $1T by 2030, growing at a 9.9% CAGR.
• As of May 2023, Booking.com is the go-to travel site, with approximately 582.5M visits.

Stacking It All Up

There you have it.

A comprehensive list of global tourism statistics, facts, and trends.

If you believe your audience will be interested in any of the information we’ve provided, feel free to share it. Just remember to link back to this page as a credit to our work.

How many people travel a year?

In 2022, approximately 963M people traveled internationally.

Will the global tourism industry recover?

In 2023, the global tourism industry is expected to contribute $9.5T to the GDP, recovering to just 5% below pre-pandemic levels.

How much is the global travel industry worth?

What’s the most visited country in the world.

France was the most visited country in the world in 2022, with 79.4M visitors.

What percentage of the world economy is tourism?

• Brandirectory, “Top Hotel Brands Worldwide by Brand Value”
• ETC, “Quarterly Report – Q4/2022”
• IBISWorld, “Global Hotels & Resorts – Market Size 2005–2029”
• Passport Photo Online, “Airline Industry Statistics, Facts, and Trends”
• Passport Photo Online, “Hotel Industry Statistics, Facts, and Trends”
• Passport Photo Online, “Online Travel Booking Statistics, Facts, and Trends”
• Statista, “Global Tourism Industry – Statistics & Facts”
• UNWTO, “Global and Regional Tourism Performance”
• UNWTO, “Transport-Related CO2 Emissions of the Tourism Sector”
• WTTC, “Travel & Tourism: Economic Impact 2023”

As a Digital PR specialist and a member of the Society of Professional Journalists (SPJ), Max has 5+ years of writing experience. Over the course of his career, Max’s work has garnered significant attention, with features in numerous prominent publications such as The New York Times, Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, TechRepublic, Glassdoor, and G2.

19 of the most surprising statistics about tourism

I t’s World Tourism Day, a time – these days – for much pontificating about sustainability and the impact of travel upon the planet. Instead, we’re going to take a look at some of the more surprisingly facts about the tourism industry. It’s all perfect fodder for your next pub quiz. 

Aviation accounts for just 2 per cent of global carbon emissions

But first, a word on sustainability. Alongside giving up meat, taking fewer flights is usually billed as the best way for individuals to cut their carbon footprint, and with the recent “flight shaming” trend, it can feel like we’re being collectively bullied to stay on the ground. All of which might lead one to assume that aviation accounts for a considerable chunk of global emissions. The actual figure, therefore, may be smaller than you’d imagine. In 2022 aviation, when the industry reached 80 per cent of pre-pandemic levels, it accounted for just 2 per cent of global carbon emissions. 

By 2030, one in four tourists will be Chinese

A few years ago, the China Outbound Tourism Research Institute (COTRI) predicted that overseas trips by the country’s residents would increase from 145m a year to more than 400m by 2030. In other words, it would account for around a quarter of international tourism. The pandemic put the brakes on such staggering growth, but expect things to start picking up again – fast. 

Saudi Arabia wants to surpass France as a holiday destination

Speaking of 2030, that is the year when Saudi Arabia wants to start welcoming 100m annual visitors – more than the record 91.1m France, the world’s most visited country, welcomed in 2019. It’s all part of Vision 2030, the state’s grand plan to jettison its overreliance on oil. Central to that plan will be the launch of Riyadh Air, to take on the likes of Emirates, the construction of a vast new airport designed to accommodate up to 120m annual passengers, and the creation of two new coastal “cities” – Amaala and Neom – to lure sunseekers . 

France’s number two tourist town?

Paris is number one – naturellement. But number two isn’t Bordeaux, Nice or Marseille. It’s Lourdes, a town of 13,000 residents that manages to attract 6m visitors every year thanks to the apparitions of a peasant girl called Bernadette. It has 279 hotels to choose from, according to Booking.com – only the French capital has more.

Only 0.07 per cent of the world’s population have been to Antarctica

You get that rough figure if you divide the number of people who visit Antarctica each year (100,000) by the number of people born each year (140m). But even fewer have been to the least visited country on Earth, Tuvalu – just 0.0026% of us (or 3,700 people a year). 

More Britons visit the Canary Islands each year than Italy

Lying on a hot volcanic rock? It’s better than Rome, Florence, Venice, Tuscany, the Dolomites, the Cinque Terre and the Amalfi Coast rolled into one. That’s according to official figures which show that around 5m of us go to the Canaries each year, compared with the 4.1m who visit Italy.

The biggest hotel on Earth is not in Las Vegas

Twelve of the world’s 20 largest hotels, in terms of total rooms, are found in Sin City. But number one, the First World Hotel (which has a staggering 7,351 rooms), is somewhere rather more obscure. The Genting Highlands of Malaysia. It will soon lose the record, however. The US$3.5 billion Abraj Kudai in Mecca, under construction since 2015, will have 10,000 rooms.  

And Macau makes more money from gambling tourists than Las Vegas

Another win for Asia. Macau has earned a reputation as the “Monte Carlo of the Orient”. Chinese games – like Fan Tan , a version of roulette – traditionally dominated its casinos, but the last 20 years have seen a move to embrace the many western-style ways of parting the punter from their money – to the extent that, in 2007, Macao overtook the Las Vegas Strip on gambling revenues. 

Which is the most luxurious place on Earth?

What – or where – is the most luxurious place on earth? New York? Dubai? Abu Dhabi? Obviously, the answer depends on how you are defining “luxurious”. But if the key metric is “city with the greatest number of five-star hotels”, then the identity of the most gleaming metropolis may surprise you. It used to be London, but as of earlier this month, and the release of the 2023 edition of jet-set bible the Forbes Travel Guide , the place in focus is – again – Macau. Said chic dot on the map of the Far East now boasts 22 hotels in the uppermost bracket.

Inverness is more popular than Stratford-upon-Avon

With its Shakespeare connections, surely Stratford-upon-Avon welcomes more tourists than plucky little Inverness? Not so, according to VisitBritain. London is number one, by a mile (21.7m overnight visitors in 2019, the last “normal” year), followed by Edinburgh (2.2m), Manchester (1.6m) and Birmingham (1.1m). Stratford lags way down in 17th, with 271,000 arrivals, just below Inverness (which, we assume, is used by many as a launch pad for jaunts around the Highlands).

And Reading trumps Windsor

Both are in Berkshire, but only one can boast the largest inhabited castle on the planet, Britain’s branch of Legoland, and a picturesque riverside racecourse. Yet it is Reading that makes VisitBritain’s top 20 (237,000 visitors in 2019) at the expense of Windsor. 

The Maldives really needs your money

The value of tourism to the Maldivian economy is more than US$2bn – or 32.5 per cent of its GDP. Only one destination (hello again Macau) is more reliant on your money . Needless to say, the last few years have been a struggle. 

Tourists outnumber locals by 7,853 to 1 in the Vatican City

The Vatican City has just 764 permanent inhabitants, measures a titchy 0.2 square miles, and receives – according to some sources – 6m visitors a year. That’s 7,853 tourists per resident or 31.58m per square mile.  

Bangladesh is the world’s least touristy country

At the other end of the scale is Bangladesh. With a population of 169.8m but only 323,000 annual visitors, it welcomes just 0.002 tourists per resident per year, making it perhaps the least touristy country on Earth.

Iran has 25 World Heritage Sites

This won’t surprise anyone who has been there – it’s a fascinating place packed with history (though currently off-limits, according to the Foreign Office). But those who don’t know it well might raise an eyebrow to learn that it trumps the likes of Japan, the US and Greece when it comes to World Heritage Sites . 

Bicester Village is almost as popular as Buckingham Palace

Among Chinese visitors that is. Travellers from the world’s most populous country have some other curious destinations on their wishlist . Around 150,000 visit Trier every year, for example, making it the most sought-after German destination among Chinese globetrotters. Why? It is the birthplace of Karl Marx, of course. And Montargis, a small town south of Paris, is also inexplicably popular. That’s because hundreds of young Chinese scholars studied there in the early part of the 20th century, including many future stars of China’s Communist Party. 

English really is the global language

Thanks to a combination of empire, mass tourism and invasive Western culture, English really is the global language. According to David Crystal’s book English as a Global Language, at least half the population of 45 countries speak it. There are also just 13 countries where fewer than 10 per cent of the population speak English, including China, Colombia, Brazil and Russia. 

16 of the world’s 30 busiest airports are American

A combination of international travel slowdown and America’s ravenous appetite for flying meant that in 2022, 16 of the world’s 30 busiest airports (in terms of total passenger numbers) were on US soil. Number one, as it has been each year since 1998 (except for 2020, when it was temporarily unseated by Guangzhou Baiyun International Airport), was Hartsfield–Jackson Atlanta International Airport (93.7m passengers for 2022). 

Albania is already welcoming more tourists than in 2019

The pandemic saw tourism slump across the planet, but some countries have recovered far quicker than others. They include Turkey, the fourth most visited country in 2022 (50.5m overseas arrivals, a shade under its 2019 figure of 51.2m), the UAE (22.7m arrivals in 2022 vs 21.6m in 2019) and, perfect for budget sunshine, Albania (6.7m arrivals in 2022 vs 6.1m in 2019). 

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