Game-Changing Technology Key to Capturing the New Online Travel Consumer

Steady growth continues for global online travel sales

The global online travel market is far from mature in 2014, continuing its steady growth in all travel categories, driven by emerging markets, especially in Asia Pacific, but also by healthy performances recorded in advanced economies.

Online travel consumers are changing

However, online travel consumers are changing as they increasingly embrace mobile internet devices, demand more personalised real-time services and enjoy sharing travel reviews and services with their peers.

2014 year of strong innovation

2014 is expected to be another year of strong innovation for online travel in particular in the fields of wearable technologies and connected cars, and in terms of a wider usage of Big Data by travel companies in order to offer a more tailored consumer experience, at the same time increasing conversion rates.

Rising importance for technology players in travel

These consumer trends have a deep impact on the competitive environment, giving rise to the increasing importance of technology players such as Google and Facebook and metasearch engines.

Consolidation in OTA category

The Online Travel Agency category is seeing significant consolidation with Priceline and Expedia emerging as the dominant players.

Competition intensifies between intermediaries and direct suppliers

At the same time, competition between intermediaries and direct suppliers is heating up, with airlines prevailing in the air category and online travel agencies gaining ground in the hotels category.

Emerging players

In this new environment, a new generation of companies may become the future giants of the travel industry; these include mobile travel agencies (MTAs) such as HotelTonight and Blink, and players from emerging markets such as Ctrip and MakeMyTrip.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment