U.S. Online Travel Traffic Report

Summary

Although the U.S. online travel market is among the most mature in the world, actually planning a trip online is rarely simple. In addition to transactional websites – travel suppliers and OTAs – a plethora of nontransactional sites, including traveler review websites, lead generators and metasearch engines, have emerged to support the travel planning process. As travelers hop from site to site cobbling together their perfect trips, their mouse clicks yield important clues to the shifting dynamics of the online travel marketplace.

Phocuswright partnered with New York-based Experian Hitwise to identify the key trends influencing how consumers plan travel online. Phocuswright's U.S. Online Travel Traffic Report, created in partnership with Experian Hitwise, analyzes key categories in the travel vertical, revealing traffic patterns for both transactional and nontransactional travel websites. The report provides a top-level view of visitation, as well as upstream and downstream traffic.

Topics include:

• Traffic¹ to key transactional and nontransactional travel website categories (January 2011-June 2012)
• Overview of key transactional and nontransactional categories
• Analysis of the top ten websites within the OTA, hotel and airline categories
• Comparison of OTA versus supplier traffic
• Upstream and downstream traffic to/from selected categories
• The role of search

Purchase Phocuswright's U.S. Online Travel Traffic Report to understand the complex flow of traffic within the online travel category – and gain insight into the online shopping behavior of U.S. travelers.

¹ Traffic measured in total visits. Mobile traffic that takes place on a 3G/4G/LTE network and applications is excluded from the analysis.

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