This Similarweb report provides a macro overview of changes in the online travel industry in the US from March 2015 – March 2016.

The report covers five distinct categories within the online travel industry:

  • Airlines
  • Hotels and Accommodation
  • Online Travel Agencies (OTAs)
  • Cruises
  • Travel Recommendation Sites


Desktop and mobile traffic, engagement rates, and traffic sources are analyzed to understand how user behavior has changed in a year, and what that means for travel sites. Additionally, travel seasonality is compared across categories.

Online Travel Sites Benchmark and Trends Report_ image2

Some insight highlights:

  • Share of mobile web traffic is increasing across all travel categories
  • OTAs are experiencing a decrease in the rate of outgoing traffic
  • Sharing economy sites are changing the face of the Hotel and Accommodation industry online