Online travel market - statistics & facts

Most industries have become increasingly digitized over the last decade. The travel market, in particular, has gone to great lengths to cultivate its online presence, and it continues to evolve rapidly, as shown by the recent implementation of Artificial Intelligence (AI) in travel and tourism. Overall, the online travel industry is primarily made up of travel e-commerce websites and review sites. Travel e-commerce websites specialize in selling travel products such as flights, accommodation, and rental cars. These can be purchased directly through a travel company’s website or an online travel agency (OTA). Meanwhile, travel review sites, like Tripadvisor, also allow travelers to post their opinions online on hotels, restaurants, and other tourism experiences.

What is the size of the online travel market?

In the last two decades, it has become increasingly common for consumers to book trips by themselves, often via OTAs. These online companies offer the comfort of booking from home and often entice consumers with package deals and price-saving options. As a result, many travelers have turned away from traditional brick-and-mortar travel agencies in favor of online alternatives to book their trips. As estimated by Statista Mobility Market Insights, two-thirds of revenue in the global travel and tourism market came from online sales channels in 2022. That year, the online travel market size worldwide was roughly 475 billion U.S. dollars, and it was forecast to reach over one trillion U.S. dollars by 2030.

Which are the leading players in the OTA market?

When looking at the leading companies in the OTA market, Booking Holdings and Expedia are the biggest online travel agencies by revenue worldwide. While the global revenue of Booking Holdings totaled over 17 billion U.S. dollars in 2022, recovering from the impact of the coronavirus (COVID-19) pandemic, Expedia Group’s revenue worldwide amounted to under 12 billion U.S. dollars, staying slightly below the peak reported in 2019. Another online travel company that has grown exponentially over the past years is Airbnb, which provides a vacation rental online marketplace that primarily offers homestays. The gross booking value of Airbnb bookings worldwide peaked at around 63 billion U.S. dollars in 2022, a threefold increase from 2017.

What travel products do consumers book online?

Using the web to discover new destinations and plan or review trips has become an essential part of the online travel market. However, when it comes to online travel bookings, consumers from different regions do not always have the same preferences. According to Statista Global Consumer Survey, hotels were the most common travel products booked online in the United States in 2022, followed by flights and car rentals. By contrast, train tickets for long-distance trips placed first among travel product online bookings in India that year.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, May 30, 2023

Key insights

Online travel market size worldwide
475bn USD
Revenue share of online sales in the global travel and tourism market
68%
Most visited travel and tourism website worldwide
Booking.com
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