sample report:top 5 online travel markets 2016

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GENERAL METHODOLOGY OF MARKET REPORTS

Secondary Market Research

The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are

solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and

company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for

all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.

Cross referencing of data is conducted in order to ensure validity and reliability.

The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several

sources. If this is the case, all sources are mentioned on the chart.

The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.

Definitions

The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact

definition used by the source (if available) is included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main

idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time

period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple

answers were possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,

management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When

available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional

reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In

some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR

values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the

currency figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT

Report Coverage

This report covers the online travel market. It takes into account a wide definition of the travel segment, including transportation, accommodation, tour packages

and others. Besides sales figures, penetration and rankings, this report also reveals important market trends that affect the online travel market, such as the rise

of mobile bookings and peer-to-peer services.

The report is focused on the global market developments and the top five markets in terms of online travel sales.

Report Structure

The global chapter opens the report, including an overview of global market developments, trends, regional and country comparisons.

The rest of the report is devoted to the top five online travel markets ranked by online travel sales: the USA, China, the UK, Germany and Japan.

In the country sections, the following information is covered, where available: online travel sales, the share of online shoppers booking travel services online and

the rank of this category among other E-Commerce product categories, the online share of total travel sales, platforms and channels used by travelers to book

travel services, mobile travel bookings, total sales and shares of online travel agencies, rankings of online travel websites used. Not all types of information

mentioned are provided for each country, due to varying data availability.

Furthermore, for each of the top markets covered, a text chart with a qualitative overview of the online travel market, trends and players is included.

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DEFINITIONS

ONLINE TRAVEL SALES the sales of leisure and unmanaged business travel services (e.g. transportation tickets, accommodation, holiday tours)

transacted online; usually refers to gross online travel bookings.

GROSS TRAVEL BOOKINGS total retail value of transactions booked via travel booking websites (of agencies or suppliers) or via offline channels,

minus cancellations.

TRAVEL BOOKERS individuals who booked travel services via different channels (e.g. online travel bookers if booked via the Internet), usually

refers to individuals who booked within the previous 12 months.

ONLINE TRAVEL AGENCIES abbreviated as OTAs, travel websites which act as intermediaries between suppliers and buyers, allowing to book various

travel services, such as flight tickets, train tickets, hotel rooms and others.

TRAVEL WEBSITES websites with a focus on travel content, such as travel information websites, travel review websites and travel booking

websites.

PEER-TO-PEER SERVICES technology-based networks that facilitate transactions between private individuals enabling them to rent assets from other

individuals, such as accommodation sharing portals, ride hailing, etc.

INTERNET USERS the total number of inhabitants in a certain country who regularly access the Internet.

ONLINE SHOPPERS the total number of inhabitants in a certain country or region that make purchases over the Internet.

B2C E-COMMERCE the sale of products and services through electronic transactions via the Internet from businesses to consumers.

The following expressions and definitions are used in this market report*:

Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective

charts

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TABLE OF CONTENTS (1 OF 3)

1. Management Summary

2. Global Developments

• Overview of Online Travel Market Trends, October 2016

• Product Categories Purchased Online, incl. “Travel Products or Services”, in % of Online Shoppers, October 2015

• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f

• Breakdown of Online Travel Sales by Regions, in %, 2016f & 2020f

• Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f

• Top 10 Countries by Online Travel Sales, in USD billion, 2015 – 2020f

• Total Travel Sales, in USD billion, and Online Travel Share, in%, by Regions and Global, 2016f

• Travel Bookings via Mobile Channels, in USD billion, 2014 & 2019f

• Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Region, in %,

October 2015

• Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Generation, in %,

October 2015

• Revenues of Accommodation Sharing and Transport Sharing Platforms, in USD billion, and CAGR, in %, 2015 & 2019f

• Online Travel Agencies Sales, in USD billion, 2015 & 2020f

• Breakdown of Online Travel Agencies Sales, by Top 3 Regions and Others, in % and in USD billion, 2015

• Top 6 Online Travel Agencies, by Gross Bookings, in USD million, and in % Change, 2014 & 2015

• Market Shares of the Top 5 Online Travel Agencies, in %, 2015

• Top 20 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in

%, and Top 5 Countries by Share of Visits, in %, Sept. 2016

3. USA

• Online Travel Market Overview and Trends, October 2016

• Online Travel Sales, by Desktop/Laptop and Mobile, in USD billion, 2014 – 2019f

• Number of Mobile Travel Bookers, in millions, and Share of Online Travel Bookers, in %, 2014 – 2019f

• Online Share of Total Travel Bookings, in %, 2015

• OTA’s Share of Online Travel Bookings, in %, 2014 & 2017f

• Mobile Travel Bookings with OTAs, in USD billion, 2014 & 2015

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3. USA (Cont.)

• Number of Unique Visitors to Travel Websites, by Travel Information Websites, Online Travel Agents and Hotels/Resorts Websites, by

Desktop and Mobile, in thousands, April 2015 & July 2015

• Conversion Rate in “Travel/Hospitality”, Compared to “Retail”, by Desktop and Smartphone, in %, 2015

• Penetration of P2P Lodging Websites Users, in % of Travelers Who Are Aware of P2P Lodging Websites, by Age Group, Q4 2015

4. China


• Product Categories Purchased Online in the Previous 3 Months, incl. “Travel Products”, in % of Online Shoppers, February 2015

• Share of Outbound Travelers Who Booked via Online Travel Agencies, in %, 2015

• Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015

• Online Travel Gross Merchandise Volume, in CNY billion, 2012 – 2018f

• Online Outbound Travel Gross Merchandise Volume, by Packaged Tours and Independent Travel, in CNY billion, 2010 - 2015

• Breakdown of Online Travel Market Gross Merchandise Volume by Segments, in %, Q2 2016

• Online Travel Agencies Revenue, in CNY billion, 2012 – 2018f

• Breakdown of Online Travel Agencies Market Shares by Revenues, in %, 2015

• Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Air Ticket Reservation and Online Accommodation

Booking, in %, Q4 2015

5. UK


• Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online Shoppers, Q1 2015 & Q1

2016

• Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online Shoppers, by Age Group

and Gender, Q1 2016

• Breakdown of Devices Used to View Travel Content, in % of Online Travel Bookers, March 2016

• Devices Used to Book a Holiday Online, in % of Online Holiday Bookers, 2014 & 2015

• Reasons for Abandoning a Mobile Transaction on a Travel Website/App, in % of Smartphone Owners who Abandoned a Mobile

Transaction on a Travel Website/App, June 2015

• Breakdown of Traffic To Top 10 UK Travel Websites, by Device, in %, June 2015

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6. Germany


• Breakdown of Total Travel Sales, by Channel, incl. “Online”, in %, 2013 - 2015

• Channels Used to Book Vacation, incl. “Online”, in % of Travelers, 2005 & 2015

• Product Categories Purchased Online, incl. “Travel Accommodation” and “Other Travel Services”, in % of Online Shoppers, Q1 2015

• Types of Travel Services Booked Online, in % of Internet Users Who Booked Travel Services Online, March 2016

• Types of Online Platforms Used to Book Accommodation, in % of Internet Users Who Booked Accommodation Online, March 2016

7. Japan


• Share of Internet Users Who Booked Accommodation for Their Last Trip Online, in %, October 2015

• Mobile Share of Online Travel Bookings, in %, 2013 & 2015

• Top 10 Travel Web Entities Visited from Desktop Computers, by Number of Unique Visitors, in millions, and Average Minutes per Visitor,

January 2016

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1. Management Summary 10 – 12

2. Global Developments 13 – 30

3. USA 31 – 40

4. China 41 – 51

5. UK 52 – 59

6. Germany 60 – 66

7. Japan 67 – 71

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Mobile Bookings 19.4%

Other 80.6%

2015 2013

Mobile Bookings 32.6%

Other 67.4%

Mobile accounted for 32.6% of all online travel bookings in Japan

in 2015, up from 19.4% in 2013. Japan: Mobile Share of Online Travel Bookings, in %, 2013 & 2015

Survey: based on a survey of 1,030 smartphone owners who have travelled at least once in the previous year, ages 18-69; the survey was conducted in Tokyo metropolitan area,

Osaka and Nagoya area in September 2015

Source: JTB Tourism Research & Consulting, October 2015

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14%

35%

39%

45%

56%

66%

0% 20% 40% 60% 80% 100%

Bus

Discount Trip

Train Tickets

Car Rental

Flight

Accommodation

in % of Internet Users Who Booked Travel Services Online

“Accommodation” (66%) was the travel service most booked online by

Internet users in Germany in March 2016. Germany: Types of Travel Services Booked Online, in % of Internet Users Who Booked Travel Services

Online, March 2016

Note: does not add up to 100% due to multiple answers possible

Survey: based on a survey of 803 Internet users, ages 14+; question asked: “Which travel- and vacation-related services have you already purchased or booked online?”

Source: BITKOM, March 2016

sample report:top 5 online travel markets 2016

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