The New Online Travel Consumer

Internet penetration continues to grow

Internet users are recording steady growth worldwide and reached 2.7 billion globally in 2013. Their rise is expected to continue in the next years driven by Asia Pacific where internet users are expected to be 1.7 billion by 2018.

Internet access goes mobile

Mobile broadband subscriptions outpaced fixed broadband subscriptions over the review period, driven by the popularity of smartphones and tablets, to reach 2.1 billion by 2013.

Strong performance for online travel sales

Global online travel sales amounted to US$590 billion in 2013 and are expected to grow faster than total travel sales in the forecast period, to reach US$950 billion, or 31% of total travel sales by 2018.

Asia Pacific drives online travel growth

Asia Pacific is expected to drive global growth in on-line travel in the forecast period, with its on-line travel sales more than doubling from US$85 billion in 2013 to US$190 billion in 2018.

Multiscreen consumers

Consumers today use multiple internet devices in a sequential or simultaneous manner. Travel companies need to build a flexible technological architecture in order to reach them, including a presence in wearable technologies.

Success of the peer-to-peer model

Recent years have seen the rise of the peer-to-peer model in the travel industry. Today consumers not only share their reviews and comments online with their peers but also successfully provide them with travel services.

Big data to revolutionise online travel marketing

Big data analytics will increasingly enable companies to target consumers in a more personalised and effective way. In the next few years, we will witness a gradual move from mass marketing to 1-to-1 marketing in on-line travel.

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