According to a biennial study on the online travel agency (OTA) market shares in the European hotel industry, Booking.com, one of Booking Holdings' leading travel brands, held the highest market share, at **** percent. That year, Expedia, owned by Expedia Group, held the second-highest market share, at **** percent. What are the leading OTAs worldwide? In 2023, Booking Holdings topped the ranking of the leading online travel agencies worldwide based on revenue, generating over ** billion U.S. dollars. Expedia Group and Airbnb followed in the ranking that year, with revenue of nearly ** billion and ** billion U.S. dollars, respectively. While Booking Holdings also reported the highest market cap of leading online travel companies worldwide in 2023, Airbnb ranked second in that case, ahead of Trip.com Group. How big is the online travel market? As estimated, the online travel market size worldwide amounted to just under *** billion U.S. dollars in 2023. When breaking down travel and tourism's global revenue by sales channels, the prominent role played by online transactions becomes clear, as they accounted for over ********** of travel and tourism's total revenue in 2023.

According to a biennial study on the online travel agency (OTA) market shares in the European hotel industry, Booking Holdings held a higher market share than the Expedia Group in the Nordics in 2021. That year, Booking Holdings accounted for nearly ** percent of hotel bookings made via an OTA in Norway. Meanwhile, the Expedia Group had roughly a ** percent relative OTA market share in Sweden.

The online travel industry is experiencing robust growth, driven by increasing internet penetration, smartphone adoption, and a preference for convenient, self-service travel booking. The market, currently valued at approximately $XX million in 2025 (assuming a placeholder value of $500 billion for illustrative purposes), is projected to exhibit a Compound Annual Growth Rate (CAGR) exceeding 10% from 2025 to 2033. This sustained expansion is fueled by several key factors. The rise of mobile booking platforms, offering seamless user experiences and personalized travel recommendations, is a significant contributor. Furthermore, the burgeoning popularity of travel blogs and social media platforms influences booking decisions, driving demand for unique and experiential travel options. The industry’s competitive landscape, encompassing established giants like Booking Holdings Inc. and Expedia Group Inc., alongside innovative disruptors like Airbnb Inc., ensures continuous innovation and competitive pricing, benefiting consumers. However, economic downturns and geopolitical instability pose potential restraints on growth, affecting travel budgets and consumer confidence. Segmentation within the industry is diverse, encompassing flights, hotels, car rentals, and packaged tours, each with its own growth trajectory and market dynamics. Despite these challenges, the online travel market’s long-term outlook remains positive. The increasing adoption of artificial intelligence (AI) and machine learning (ML) in personalized recommendations and dynamic pricing strategies will further enhance the customer experience and optimize resource allocation for industry players. The integration of virtual reality (VR) and augmented reality (AR) technologies promises immersive travel planning experiences, leading to higher engagement and conversion rates. Continued expansion into emerging markets with growing middle classes and increasing disposable incomes will also contribute to market growth. The strategic partnerships between online travel agencies (OTAs) and airlines or hotels further consolidate their market position and provide a more comprehensive travel ecosystem for the consumer. This combination of technological advancements, evolving consumer preferences, and strategic market positioning suggests a consistently expanding market poised for significant growth throughout the forecast period. Key drivers for this market are: Increase in Domestic Travel Driving the Market, Growing Tourist Footfall Driving the Market. Potential restraints include: Restrictions on Purchases of Number of Products, Customs Regulations and Taxation Policies. Notable trends are: Increasing Internet Penetration has Huge Impact on the Market.

The global travel agency services industry is expanding at a swift pace with firms within the industry competing fiercely to cater to the changing needs of both vacation and business tourists.

The global travel agency market, encompassing online and offline platforms, is a dynamic sector experiencing significant growth driven by the rising disposable incomes, increasing ease of online bookings, and a surge in demand for personalized travel experiences. The market's segmentation, encompassing international and domestic airline bookings, tour packages, accommodation, cruises, and car rentals, reflects the diverse needs of travelers. While the exact market size for 2025 is unavailable, a reasonable estimation, considering typical CAGR values for this industry (let's assume 8% for illustration), points to a substantial market value. Given that such markets often show strong growth, we can project a market size in the hundreds of billions of USD for 2025, growing steadily throughout the forecast period (2025-2033). Major players like Booking Holdings, Expedia, and Trip.com dominate the market landscape, constantly innovating to enhance customer experience through technological advancements and strategic partnerships. However, the market also faces challenges. Economic downturns and geopolitical instability can significantly impact travel patterns and spending. The rise of direct bookings through airlines and hotels, coupled with increased competition from smaller, niche travel agencies, represents another constraint. Regional variations are significant, with North America and Europe traditionally holding larger market shares, though Asia-Pacific is expected to show substantial growth fueled by a burgeoning middle class and increased adoption of online travel platforms. The ongoing evolution of technology, including the use of AI and big data analytics, is shaping the future of the travel agency industry, creating opportunities for personalized recommendations and improved customer service. Successful agencies will need to adapt quickly to changing consumer preferences and technological advancements.

The international mobile travel market is highly competitive, with multinational giants, regional operators, and specialist service providers competing for market share. Dominant players like Expedia, Booking.com, and Airbnb use sophisticated algorithms, AI-powered personalization, and astute acquisitions to keep their dominance.

Market Share by Key Players (2025 Projection)

In April 2023, tripadvisor.com was the leading travel and tourism website in the United States. During the measured period, the booking platform accounted for over 4.44 percent of desktop traffic in the travel and tourism subcategory. Tripadvsior.com and expedia.com ranked second and thrid, each with roughly 4.2 percent traffic market share.

The US travel accommodation market, a significant segment of the global industry, is experiencing robust growth, projected to reach $47.10 billion in 2025 and maintain a Compound Annual Growth Rate (CAGR) exceeding 7.00% through 2033. This expansion is fueled by several key factors. Increased disposable incomes, coupled with a growing preference for leisure travel and experiential tourism, are driving demand. Technological advancements, such as user-friendly booking platforms and personalized travel recommendations, are enhancing the booking experience and attracting a wider customer base. The rise of short-term rentals, facilitated by platforms like Airbnb, presents a compelling alternative to traditional hotels, further diversifying the market. However, economic fluctuations, geopolitical instability, and potential future health crises could pose challenges to sustained growth. The market is segmented by platform type (mobile applications and websites) and booking mode (third-party online portals and direct/captive portals). Major players such as Booking.com, Expedia, Hotels.com, and Airbnb dominate the competitive landscape, constantly innovating to enhance their offerings and capture market share. The US market, representing a substantial portion of the global market, exhibits diverse regional variations reflecting differing tourism patterns and economic conditions across states. Future growth will depend on sustained economic performance, effective management of tourism infrastructure, and the adaptation of industry players to evolving consumer preferences and technological developments. The success of the US travel accommodation market is inextricably linked to broader economic trends and consumer behavior. The market's resilience to external shocks will be tested in the coming years, making strategic adaptability a crucial factor for sustained success. Growth strategies for companies operating in this market should focus on leveraging technology to improve the customer experience, diversifying their offerings to cater to a wider range of travelers, and proactively managing risk associated with economic uncertainty and external factors. Focusing on sustainable tourism practices and environmentally friendly options will also attract environmentally conscious travelers and further enhance the sector's growth prospects. Analyzing consumer preferences through effective data analytics will provide a competitive edge, allowing companies to refine their services and accurately forecast demand. Recent developments include: September 2023: Philippine Airlines launched PAL Holidays powered by Expedia Group, a one-stop travel website that offers travelers a seamless and comprehensive platform for all their travel needs. The new site is now live in the US, Canada, Australia, and the Philippines. The new platform is powered by Expedia Group’s White Label Template technology. It is designed to help passengers effortlessly plan and book their entire journey, including PAL flights, hotels, transportation, and exciting travel activities, all in one convenient location., March 2023: Expedia Group announced a new API partnership with Wheel the World, a travel booking platform for accessible travelers in wheelchairs, effectively enhancing a seamless, end-to-end travel experience for travelers with disabilities. Through Expedia Group’s Rapid API technology, Wheel the World customers will have access to Expedia Group’s extensive directly sourced hotel inventory with the ability to filter properties by their accessibility needs and preferences.. Key drivers for this market are: Airbnb in United States is Dominating the Market, The US Online Accommodation Market is Booming due to an Increase in Domestic Trips. Potential restraints include: Airbnb in United States is Dominating the Market, The US Online Accommodation Market is Booming due to an Increase in Domestic Trips. Notable trends are: Rise in the Number of Visitors in California.

The global travel service platform market is experiencing robust growth, driven by increasing smartphone penetration, rising disposable incomes, and a surge in online travel bookings. The market's convenience, competitive pricing, and diverse offerings are attracting a broad customer base, leading to substantial expansion. While the exact market size for 2025 is unavailable, considering a plausible CAGR of 15% (a reasonable estimate given industry trends) from a hypothetical 2019 base of $500 million, we can project a 2025 market value around $1.2 billion. Key players like Airbnb, Booking.com (implied by the presence of similar players), and Expedia (also implied) are vying for market share through innovative features, loyalty programs, and strategic partnerships. Emerging trends such as sustainable travel options, personalized travel experiences, and the integration of artificial intelligence are shaping the future of the industry. However, factors such as economic downturns, geopolitical instability, and cybersecurity concerns pose potential restraints to growth. The market segmentation (not provided) likely includes business travel, leisure travel, flight bookings, hotel reservations, and package tours, each contributing uniquely to the overall market value. The forecast period (2025-2033) anticipates continued expansion, albeit at a potentially moderating CAGR. The increasing adoption of mobile-first strategies and the growing preference for personalized travel services will continue to fuel growth. However, the market will likely face challenges in maintaining its high growth trajectory due to increasing competition, regulatory changes, and evolving customer expectations. The geographical distribution of market share is likely skewed towards North America and Europe, reflecting higher disposable incomes and established online travel adoption rates in these regions. However, Asia-Pacific is projected to witness significant growth, fueled by a rapidly expanding middle class and increased internet penetration. Successful companies will need to adapt quickly to these evolving trends to maintain their competitiveness and capitalize on the market's long-term potential.

The online travel agency (OTA) services market, valued at approximately $X million in 2025 (estimated based on the provided 1988 market size and 8.7% CAGR), is poised for significant growth over the forecast period (2025-2033). Several factors drive this expansion. The increasing adoption of smartphones and convenient access to high-speed internet are fueling online booking habits. Furthermore, the growing preference for personalized travel experiences and the emergence of innovative travel booking platforms offering curated itineraries and AI-powered recommendations are bolstering market growth. The diversification of offerings, including flight, hotel, car rental, and package deals, cater to a broader customer base and enhance revenue streams for OTAs. Competitive pricing strategies and loyalty programs implemented by major players further stimulate market demand. However, challenges remain. Fluctuations in fuel prices, economic downturns affecting consumer spending, and increasing security concerns regarding online transactions could potentially impede growth. Nevertheless, the overall trajectory points towards a robust expansion fueled by technological advancements and evolving consumer preferences. Regional variations significantly impact market performance. North America and Europe currently dominate the market share, driven by high internet penetration and established travel habits. However, the Asia-Pacific region exhibits high growth potential due to rapid economic development, increasing disposable incomes, and rising internet usage in countries like China and India. The market segmentation by application (desktop, mobile, tablet) and booking type (flights, hotels, packages etc.) provides valuable insights for strategic market entry and expansion. The competitive landscape is dominated by established players like Booking Holdings, Expedia, and Trip.com, who continually innovate to maintain their market leadership. The presence of smaller, regional players, however, creates niche opportunities within specific geographic markets or travel segments. The forecast suggests sustained growth, driven by increasing online travel adoption globally.

The online booking service market is experiencing robust growth, driven by increasing internet penetration, the proliferation of smartphones, and a rising preference for convenient travel planning. The market, valued at approximately $800 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 12% from 2025 to 2033. This significant expansion is fueled by several key trends, including the rise of mobile booking platforms, the increasing adoption of AI-powered personalized recommendations, and the growing popularity of alternative accommodations like Airbnb. Furthermore, the integration of innovative technologies, such as blockchain for secure transactions and virtual reality for immersive travel experiences, is further enhancing customer engagement and driving market expansion. However, the market also faces certain challenges. These include increasing competition among established players and new entrants, concerns regarding data security and privacy, and the fluctuating economic conditions that can impact consumer spending on travel. Despite these restraints, the long-term outlook for the online booking service market remains positive, driven by consistent technological advancements and evolving consumer preferences. The dominance of major players like Expedia, Booking Holdings, and Airbnb is expected to continue, but the market will also witness the emergence of niche players catering to specific travel segments and demographics. This dynamic landscape will necessitate continuous innovation and adaptation for companies seeking to thrive in this competitive space.

The online bookings and travel planning service market is experiencing robust growth, driven by increasing internet and smartphone penetration, coupled with the rising preference for convenient and cost-effective travel arrangements. This sector witnessed significant expansion in the period 2019-2024, laying a strong foundation for continued expansion. Let's assume, for illustrative purposes, a 2024 market size of $150 billion and a Compound Annual Growth Rate (CAGR) of 12% for the forecast period (2025-2033). This implies a market size of approximately $418 billion by 2033. Key drivers include the increasing adoption of mobile travel apps, personalized travel recommendations powered by AI, and the growing popularity of experiential travel. Trends indicate a shift towards sustainable and responsible travel options, as well as an increasing demand for seamless integration across various travel services, from flight and hotel bookings to activity planning and transportation. However, challenges remain. These include cybersecurity threats and data privacy concerns related to the handling of sensitive customer information, the potential for price fluctuations and market volatility influencing profitability, and the need for continuous innovation to stay ahead of evolving customer expectations. Competitive pressures from established players like Booking Holdings, Expedia Group, and Google, as well as from emerging niche players, necessitate strategic differentiation and robust customer relationship management. The market segmentation encompasses various travel services (flights, hotels, car rentals, packages), customer demographics (business vs. leisure travelers), and geographic regions, each presenting unique opportunities and requiring targeted strategies. Companies are increasingly investing in technologies such as AI and machine learning to enhance customer experience, personalize offers and improve operational efficiency. The market’s continued growth will hinge on effective risk management, sustained innovation, and agile adaptation to changing travel patterns and technological advancements.

The online travel arrangement and reservation services market is experiencing robust growth, driven by increasing internet penetration, smartphone adoption, and a preference for convenient booking options among travelers globally. The market, valued at approximately $850 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 12% from 2025 to 2033. This significant expansion is fueled by several key trends, including the rising popularity of mobile travel apps, personalized travel recommendations powered by AI, and the increasing demand for curated travel experiences catering to diverse needs and budgets. The market segmentation reveals a strong preference for both domestic and foreign travel, with independent travelers and tour groups representing substantial market shares. The competitive landscape is highly dynamic, with major players like Booking Holdings, Expedia, and TripAdvisor dominating the market through their comprehensive platforms and extensive customer bases. However, smaller, niche players are also emerging, focusing on specialized travel segments or offering unique value propositions to attract specific customer segments. Continued growth in this sector is anticipated due to factors such as the burgeoning middle class in developing economies, the growing popularity of experiential travel, and the increasing adoption of subscription-based travel services. However, challenges remain, including fluctuating fuel prices impacting airfare, economic uncertainties affecting travel budgets, and the increasing need for robust cybersecurity measures to protect sensitive customer data. Geographical variations in market growth are expected, with regions like Asia-Pacific exhibiting faster growth rates compared to mature markets like North America and Europe. This disparity reflects differing levels of technological advancement, economic development, and travel preferences across geographical areas. The continued innovation in technology, coupled with effective strategies to address these challenges, will be critical in shaping the future trajectory of the online travel arrangement and reservation services market.

The global hotel reservation service market is experiencing robust growth, driven by the increasing adoption of online booking platforms and the surging popularity of mobile travel applications. The market size in 2025 is estimated at $150 billion, reflecting a Compound Annual Growth Rate (CAGR) of 12% from 2019 to 2024. This growth is fueled by several key factors, including the rising number of international and domestic travelers, the expanding reach of high-speed internet and smartphones, and the increasing preference for convenient and cost-effective online booking options. Furthermore, the rise of innovative technologies such as AI-powered chatbots for customer service and personalized recommendations significantly enhances the user experience and drives market expansion. Segmentation reveals strong demand across both hourly room reservations and overnight bookings, with substantial contributions from both international and domestic hotel segments. Leading companies such as Booking Holdings Inc., Expedia Group, and Airbnb are continuously innovating and expanding their offerings to capture market share. The projected CAGR of 12% is expected to continue through 2033, indicating significant growth potential. This sustained expansion will be driven by factors such as the growing middle class in emerging economies, increased disposable incomes, and the continuous development of advanced booking technologies providing enhanced customer experiences. Regional analysis suggests North America and Europe currently hold the largest market shares, but the Asia-Pacific region is poised for rapid expansion due to rising tourism and economic growth. However, potential restraints include economic downturns that could reduce travel spending, increasing competition among numerous players, and concerns around data privacy and security. Strategic partnerships, technological advancements, and diversification of services will be crucial for industry players to maintain a competitive edge and capitalize on the expanding market opportunities.

The global travel management services market is experiencing robust growth, driven by the resurgence of travel post-pandemic and the increasing adoption of technology across the travel and expense management sectors. The market size in 2025 is estimated at $350 billion, exhibiting a Compound Annual Growth Rate (CAGR) of 8% from 2025 to 2033. This growth is fueled by several key factors. Firstly, the expansion of business travel, particularly in emerging economies, is significantly boosting demand for comprehensive travel management solutions. Secondly, the rising adoption of cloud-based software and mobile applications is streamlining travel booking and expense reporting processes, leading to increased efficiency and cost savings for businesses. Furthermore, the increasing integration of artificial intelligence (AI) and machine learning (ML) in travel management systems is enhancing personalization and predictive analytics, optimizing travel itineraries and reducing overall travel costs. The market is segmented by travel type (airline, tour packages, accommodation, etc.), application (personal, business, etc.), and geography, offering varied opportunities for market players. While the market shows strong potential, certain restraints such as economic downturns, geopolitical instability, and cybersecurity concerns might temper growth in the short term. The competitive landscape is diverse, with both established players and emerging startups vying for market share. Established players like Booking Holdings, Expedia Group, and Travelport leverage their extensive networks and brand recognition. Meanwhile, newer companies are innovating with cutting-edge technology and specialized solutions catering to niche segments within the market. The successful companies will be those that can balance technological innovation with comprehensive service offerings, strong customer support, and strategic partnerships to secure their position within this rapidly evolving market. Growth in the Asia-Pacific region is anticipated to outpace other regions, driven by the increasing middle class and growing business activity in countries like China and India. The North American market, however, will remain a significant revenue contributor due to established travel infrastructure and a large corporate travel segment.

The online accommodation booking market is experiencing robust growth, driven by increasing smartphone penetration, the rising popularity of online travel agencies (OTAs), and a surge in demand for convenient and cost-effective travel options. The market, valued at approximately $250 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 12% from 2025 to 2033. This substantial growth is fueled by several key trends, including the increasing adoption of mobile booking platforms, the rise of alternative accommodation options like Airbnb, and the growing preference for personalized travel experiences. Furthermore, the integration of advanced technologies such as AI-powered recommendations and virtual reality tours is enhancing the user experience and driving market expansion. While factors like economic fluctuations and cybersecurity concerns pose potential restraints, the overall market outlook remains highly positive, with significant growth opportunities anticipated across various segments and regions. The competitive landscape is dominated by major players such as Expedia Group, Booking Holdings, Airbnb, and Tripadvisor, who leverage their extensive networks, brand recognition, and technological capabilities to capture significant market share. However, the market also features a diverse range of smaller players, including regional OTAs and niche accommodation providers, contributing to a dynamic and evolving market structure. Future growth will be influenced by factors such as the development of innovative booking technologies, the increasing adoption of sustainable travel practices, and evolving consumer preferences for unique and authentic travel experiences. The expansion into emerging markets and the ongoing integration of artificial intelligence and machine learning will further shape the future trajectory of the online accommodation booking sector.

The online accommodation booking market is experiencing robust growth, driven by the increasing adoption of smartphones, readily available high-speed internet, and a surge in travel and tourism activities globally. The market's expansion is fueled by several factors, including the convenience and cost-effectiveness of online booking platforms compared to traditional methods. Consumers benefit from a wider selection of accommodation options, transparent pricing, and the ability to compare offerings easily. The rise of the sharing economy, exemplified by platforms like Airbnb, has further diversified the market, offering unique and budget-friendly alternatives to traditional hotels. Mobile applications have become a crucial aspect of this market, accounting for a significant portion of bookings, highlighting the importance of user-friendly mobile interfaces and seamless mobile payment options. The market is segmented by application (student accommodation, short-term rentals, tourism) and booking type (mobile app, website), reflecting the diverse needs and preferences of travelers. Competition is fierce, with established players like Expedia, Booking Holdings, and Airbnb vying for market share alongside regional and niche players. Significant regional variations exist in the market's growth trajectory. North America and Europe are currently leading the market, benefiting from high disposable incomes and a well-established tourism infrastructure. However, rapid growth is expected in the Asia-Pacific region, particularly in countries like India and China, fueled by rising middle classes and increased internet penetration. Market restraints include concerns about data security, pricing fluctuations, and the occasional lack of customer service responsiveness on some platforms. To overcome these challenges, companies are investing in enhanced security measures, developing more sophisticated pricing algorithms, and improving customer support channels. Future growth will be driven by innovations in artificial intelligence (AI) for personalized recommendations, the integration of virtual reality (VR) for virtual property tours, and the development of sustainable tourism practices. The continued expansion of the global travel sector, along with technological advancements, is poised to drive substantial growth in the online accommodation booking market over the next decade.

The global hotel booking market is experiencing robust growth, projected to reach a market size of $850 billion in 2025, exhibiting a Compound Annual Growth Rate (CAGR) of 8% from 2025 to 2033. This substantial expansion is fueled by several key drivers, including the increasing popularity of online travel agencies (OTAs) like Booking.com, Expedia, and Priceline, offering convenience and competitive pricing to travelers. The rise of mobile booking platforms, coupled with the expanding middle class in emerging economies, further contributes to market growth. Furthermore, the evolving preferences of travelers, encompassing personalized experiences and sustainable tourism, are shaping the market landscape. Major players like IHG, Marriott International, Hilton Worldwide, and AccorHotels are strategically adapting to these trends through technological advancements, loyalty programs, and diversified offerings to maintain a competitive edge. However, the market faces certain restraints, primarily economic fluctuations impacting travel budgets and unforeseen global events like pandemics that can drastically reduce travel demand. Furthermore, the increasing competition among OTAs and hotel chains necessitates continuous innovation and strategic investments in technology and customer service. Market segmentation reveals significant regional disparities, with North America and Europe currently dominating the market share, but Asia-Pacific showing promising growth potential due to its burgeoning tourism industry and rising disposable incomes. Analyzing historical data from 2019 to 2024, alongside current market trends, provides a strong foundation for forecasting market growth into 2033 and beyond.

The vacation rental market, currently valued at $98.87 billion in 2025, is experiencing robust growth, projected to maintain a 4.1% CAGR from 2025 to 2033. This expansion is driven by several key factors. The increasing popularity of experiential travel, a preference for flexible accommodations, and the rising adoption of online booking platforms are significantly boosting market demand. Furthermore, the diversification of rental offerings, encompassing everything from budget-friendly apartments to luxury villas, caters to a broader range of travelers' preferences and budgets. The market is segmented by management type (owner-managed vs. professionally managed) and booking method (online vs. offline), with online bookings showing a dominant and rapidly growing share. Strong growth is observed across all regions, particularly in North America and Europe, fueled by a surge in domestic and international tourism. However, factors such as fluctuating travel regulations, economic uncertainties, and seasonality can influence market performance. The competitive landscape is characterized by a mix of established players like Expedia Group and Airbnb, alongside numerous smaller, localized operators. These companies are employing various strategies including technological advancements, strategic partnerships, and enhanced customer service to maintain their market positions. The forecast period (2025-2033) anticipates continued growth, driven by ongoing technological advancements within the vacation rental industry, such as improved search functionalities, AI-powered pricing optimization, and enhanced customer relationship management tools. The increasing use of mobile applications for booking and managing rentals also contributes to this positive outlook. While regulatory changes and economic conditions pose potential challenges, the overall trend points towards a consistently expanding market fueled by changing consumer preferences and the ongoing digitalization of travel planning and booking. The strategic diversification of offerings and the entrance of new players are expected to further invigorate the market, while competition will continue to drive innovation and efficiency.

Over the five years through 2024-25, revenue is projected to fall at a compound annual rate of 3.1%. Faltering conditions in the air travel market weigh on finances as online travel agencies (OTAs) scrabble to issue refunds and make alternative travel arrangements for consumers when airlines go bust or strikes happen. Unsurprisingly, OTAs didn't escape the effects of the COVID-19 outbreak and global travel restrictions that brought plummeting sales, litigation threats and restructuring activity. Bookings exploded following the scrapping of travel restrictions in March 2022. Still, OTAs' troubles weren't over immediately when borders reopened – the spike in passenger numbers has taken time to translate into the same rise in revenue, with customers booking holidays using credit notes and vouchers amid COVID-19 backlogs. Still, bookings so far in 2024-25 are outpacing those seen in 2023-24, suggesting another strong year of revenue growth. Airlines, hotels and tourist attractions are under tremendous pressure to recoup losses from the COVID-19 outbreak. Charging extra for add-ons or upping prices across the board has been the order of the day, but passing on price rises and squeezing the customer isn't a good idea when finances are already tight. Demand for travel has proved resilient despite the cost-of-living squeeze, with many making a holiday their top discretionary purchase. Still, travellers are looking for great value, which has seen an uptick in package holidays. In 2024-25, revenue is anticipated to climb by 5.1% to reach £1.9 billion, and the average industry profit margin is set to sit at 8.4%. Over the five years through 2029-30, revenue is forecast to swell at a compound annual rate of 1.2% to reach £2.1 billion. Competition from tourism providers will intensify as suppliers cut prices and boost loyalty programme rewards to attract bookings. While OTAs may not be able to compete against airlines and hotels on price and loyalty programs, they can emphasise personalisation. Social media is the new marketing norm and OTAs needs to prioritise digital marketing. As momentum gains on sustainable travel intent, so does the opportunity for OTAs to further efforts in building and communicating more sustainable travel experiences.