Impact of AI investments on OTA booking share in the U.S. 2023-2028, by scenario

Published by Statista Research Department, Feb 13, 2024

A 2023 study investigated the potential impact of generative AI investments made by travel suppliers on online travel bookings in the United States. According to the analysis, online travel agencies (OTAs) accounted for nearly 32 percent of online travel bookings in the U.S. in 2023. In a scenario based on no travel suppliers' AI investments, the OTA booking share could grow by nearly 15 percentage points by 2028, reaching 46.7 percent. On the other hand, a scenario involving significant generative AI investments would increase the share of supplier-direct bookings, making the OTA booking share decline to 29.1 percent in 2028. 

Forecast impact of generative artificial intelligence (AI) investments by travel suppliers on online travel agency (OTA) booking share in the United States from 2023 to 2028, by scenario

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Release date

October 2023

Region

United States

Survey time period

2023

Special properties

figures refer to online booking of airline seats, hotel rooms, and cruise cabins

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