During a 2024 survey, ** percent of responding social media users from the United States using social media for trip planning stated they had made a purchase or a visitation decision as a result of social media content. In 2024, there were *** million social media users in the United States.

Comparing the ** selected regions regarding the ad spending share in the 'Travel & Leisure' segment of the digital advertising market, the United Kingdom is leading the ranking (***** percent) and is followed by Australia with **** percent. At the other end of the spectrum is Thailand with **** percent, indicating a difference of ***** percentage points to the United Kingdom. Find more statistics on other topics: a comparison of countries or regions regarding the (non-)programmatic ad spending share and a comparison of countries or regions regarding the ad spending. The Statista Market Insights cover a broad range of additional markets.

In 2022, the travel industry in the United States was forecast to spend **** billion U.S. dollars on digital advertising, marking an increase from the previous year's value of **** billion. Ad spending was expected to return to pre-pandemic levels in 2023, before reaching an estimated **** billion in 2024.

In August 2021, a survey was conducted in the United States to determine the online travel brands believed to have the best social media presence. The majority of respondents, ** percent, believed Booking.com to have the best social media presence. Meanwhile, ** percent of respondents favored Expedia.

In the second quarter of 2024, **** percent of marketing emails sent by the travel, hospitality, and entertainment (TH+E) sector were delievered to their intendended destinations. Among these, **** percent were opened.

In a 2024 survey of global travel leaders, ** percent of respondents believed that the most impactful implementation of generative artificial intelligence (AI) related to chatbots, virtual device assistants, and customer service. In contrast, just ** percent of the sample saw the most potential of generative AI for the travel market in creating an end-to-end super-app.

In the travel & tourism market worldwide in 2024, the hotels segment generated the highest revenue, reaching approximately ************** U.S. dollars. The package holidays segment ranked second with around ************** U.S. dollars, while vacation rentals followed with about ************** U.S. dollars.

In a survey conducted in May 2021 among U.S. adults, it was found that 69 percent of Millennials in the country were using travel-planning sites to gather information and plan their travel. At the same time, 57 percent of Gen Z respondents said they used social media for that purpose.

As of July 2025, Booking Holdings recorded the highest market cap among the selected online travel companies worldwide. As of that month, Booking Holdings – the leading online travel agency (OTA) worldwide by revenue – recorded a market cap of almost *** billion U.S. dollars. Airbnb and Trip.com Group followed in the ranking, with a market cap of roughly ** billion and ** billion U.S. dollars, respectively. What are the most visited travel and tourism websites? Booking.com, Booking Holdings' flagship brand, was the most visited travel and tourism website worldwide in 2025, ranking ahead of tripadvisor.com and airbnb.com. When looking at the geographical distribution of booking.com's visits, the United States accounted for the highest traffic, followed by Germany and Italy. How big is the online travel market? As shown by a breakdown of travel and tourism's global revenue by sales channel, online transactions play a fundamental role in this market, representing over ********** of total travel and tourism's revenue in 2024. That year, the online travel market size worldwide was estimated at over *** billion U.S. dollars, recording an annual increase in revenue.

Significant fluctuations are estimated for all segments over the forecast period for the sales channel distribution share. Only in the segment Online, a significant increase can be observed over the forecast period. In this segment, the sales channel distribution share exhibits a difference of ***** percent between 2019 and 2029. Find further statistics on other topics such as a comparison of the sales channel distribution share in Russia and a comparison of the penetration rate in the Philippines. The Statista Market Insights cover a broad range of additional markets.

Travel was the leading industry for influencer marketing engagement, averaging an engagement rate of 2.4 percent among global social media users in 2023. Beauty and sports and fitness followed with 1.95 percent and 1.6 percent, respectively. Fashion and education industries reported engagement rates of 1.53 percent and 1.21 percent.

A December 2020 study focused on the digital trends in the travel and hospitality industry worldwide. When asked about digital sales, roughly a quarter of the survey sample stated that mobile and digital sales accounted for ** to ** percent of their company's total sales in 2020. Meanwhile, ** percent of respondents claimed that digital sales consisted of ** to ** percent of their organization's total sales in that year.

As estimated, the expenditure on Google advertising of Booking Holdings and the Expedia Group, the leading online travel agencies worldwide based on revenue, increased in 2023 over the previous year. While Booking Holdings and Expedia Group spent an estimated *** billion and *** billion U.S. dollars on Google ads in 2023, respectively, Airbnb dedicated a much smaller budget to promote its business on that search engine. That year, Airbnb's expenditure on Google ads was estimated at roughly *** million U.S. dollars.

The internal luxury travel and tourism market's global revenue, which is based on spending by domestic and international tourists, amounted to nearly *** trillion U.S. dollars in 2023. This figure was expected to increase by **** percent in 2024, reaching an estimated *** trillion U.S. dollars. The luxury hotel market worldwide From 1983 to 2023, the global luxury hotel supply, which refers to the number of rooms available in luxury establishments, roughly tripled, peaking at over ***** in 2023. Over the same period, the supply of ultra-luxury hotels worldwide experienced a fivefold increase. What are the preferred activities of affluent vacationers? According to a global survey conducted in 2024, eating in a fine-dining restaurant and staying in a five or more starred hotel were the preferred holiday activities of affluent consumers, as mentioned by roughly *** out of 10 respondents. On the other hand, just around ** percent of the sample had a private transport experience that year.

The revenue in the 'Travel' segment of the app market worldwide was modeled to stand at ************ U.S. dollars in 2024. Following a continuous upward trend, the revenue has risen by ************ U.S. dollars since 2017. Between 2024 and 2029, the revenue will rise by ************** U.S. dollars, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Travel.

During a survey of travelers in the United States, conducted in May 2022, it was discovered that ** percent of respondents considered computer advertising as engaging. Not far behind were mobile ads, which motivated ** percent of U.s. travelers to engage.

Easing travel costs and adjusting corporate budgets would be the best way to support business travel, according to business travel professionals surveyed worldwide in October 2024. Improving the economy or reducing inflation was the second most mentioned aspect to promote business travel. Both aspects were selected by over ** percent of respondents.

The Google Maps mobile app reported the highest number of downloads worldwide among the selected travel apps in 2024. That year, this app recorded nearly *** million aggregated downloads on iOS and Google Play. The Uber app was the second most downloaded app in the ranking, with almost *** million downloads. The online travel agency app market Focusing on the online travel agency (OTA) market, Airbnb topped the ranking of the OTA apps with the highest number of downloads worldwide in 2024, ahead of Booking.com. When looking at the number of downloads of leading OTA apps in the U.S. that year, Airbnb recorded again the highest figure, while Expedia ranked second in that case. How big is the travel app market? In 2023, the travel app market's global revenue reached nearly *** billion U.S. dollars and was forecast to increase steadily over the following years. When breaking down the global travel app market's revenue by country, the United States and China ranked by far as the biggest players that year, generating around *** million and *** million U.S. dollars, respectively.

In July 2025, booking.com was the most visited travel and tourism website worldwide. That month, Booking’s web page recorded almost *** million visits. Tripadvisor.com and wetter.com followed in the ranking, with roughly *** million and *** million visits, respectively. Popular online travel agencies in the U.S. Online travel agencies (OTAs), such as Booking.com and Expedia, offer a wide variety of services, including online hotel bookings, flight reservations, and car rentals. According to the Statista Consumer Insights Global survey, when looking at flight search engine online bookings by brand in the United States, Booking.com and Expedia were the most popular options when it came to making online flight reservations in 2025. When focusing on hotel and private accommodation online bookings in the U.S., Booking.com was again the most popular brand, followed by Airbnb, Expedia, and Hotels.com. Booking Holdings vs. Expedia Group Booking.com is one of the most popular sites of the online travel group Booking Holdings, the leading online travel agency worldwide based on revenue, that also owns brands like Priceline, Kayak, and Agoda. In 2024, Booking Holdings' revenue amounted to almost ** billion U.S. dollars, the highest figure reported by the company to date. Meanwhile, global revenue of Expedia Group, which manages brands like Expedia, Hotels.com, and Vrbo, reached nearly ** billion U.S. dollars that year.

The combined marketing expenses of the selected leading online travel agencies (OTAs) worldwide increased in 2024 over the previous year. Over the period considered, Booking Holdings and Expedia Group reported the highest figures, spending roughly *** billion and *** billion U.S. dollars on marketing in 2024, respectively. While Airbnb recorded the third-highest figure that year, it spent substantially less than Booking Holdings and Expedia Group, with the company having one of the lowest marketing to revenue ratios of leading online travel agencies worldwide.