Travel Booking - US - May 2016
"The US travel market is stable and growing. As spending on leisure travel increases, so too will the market for travel booking. Booking direct with suppliers continues to be the norm, though OTAs (online travel agencies) are aggressively competing for share. As loyalty to travel supplier brands is in question due to devaluing of loyalty programs, OTAs stand to benefit. "
- Fiona O'Donnell, Director – Multicultural, Lifestyles, Leisure and Travel
This report discusses the following key topics:
- Online booking dominates, suppliers more likely to win the final transaction
- More important than price, good experiences drive repeat use of travel booking sites
- Lack of differentiation among leading OTAs
Regardless of travel type, travelers are significantly more likely to choose the online route to travel booking. The ease and convenience of searching multiple sites via traditional computers or via mobile devices has lead travelers to adopt a “do-it-yourself” approach to searching and selecting their travel. Due to the popularity of self-directed travel booking, this has prompted the question of whether travel agents and live reservation agents are relevant in today’s connected world. Despite a proportionally smaller user base, about one in fivetravel bookers feel travel agents plan trips that result in better travel experiences and that they plan a better trip for the money, which indicates room for the travel agent model.
The Report covers the US travel booking industry related to how consumers book travel-related transportation, accommodations, and tours/activities; what drives their choice; and attitudes toward travel booking and innovations. Booking methods covered include:
- Online – Direct with suppliers and via OTAs
- Offline – In person, via phone, and travel agents
- Third-party OTAs
- Direct with suppliers
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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