Online Travel Agent Market Report 2025

The online travel agent market size has grown steadily in recent years. It will grow from $899.5 billion in 2024 to $938.15 billion in 2025 at a compound annual growth rate (CAGR) of 4.3%. The growth in the historic period can be attributed to rise in disposable income, strong economic growth in emerging markets, rapid population growth, demographic shift, improved earning capacity, a rise in e-commerce, acceptance of solo travel and technological advances.

The online travel agent market size is expected to see strong growth in the next few years. It will grow to $1.19 trillion in 2029 at a compound annual growth rate (CAGR) of 6.2%. The growth in the forecast period can be attributed to rapidly growing urban population, increasing population growth, a shift in travel trends, the resurgence of staycation, faster economic growth, a surge in smartphone users, increased car rental opportunities, technology, and government initiatives. Major trends in the forecast period include focus on new technology developments, new and innovative product launches, focus on offering attractive packages to the solo travelers to maximize profits, focus on customer acquisition by launching direct booking platforms, focus on improving rank on search engines to attract customers, consider investing in chatbots to improve customer experiences and consider investing in acquisitions to improve user experience and to have a wider customer base.

The increase in smartphone users, along with the growing penetration of the internet, is expected to drive the online tourism industry and boost business for travel agents during this period. The rising internet accessibility and the growth in smartphone ownership are contributing to a consumer shift towards online channels for booking travel tickets and hotel accommodations. For instance, in December 2023, DemandSage, a US-based data reporting and analytics solutions provider, reported that 86% of the global population owns a smartphone, totaling 6.8 billion smartphone users worldwide. In the United States, 94.4% of millennials are smartphone owners, and nearly half of the U.S. population spends 5 to 6 hours per day using their smartphones. As a result, the increasing number of smartphone users combined with greater internet penetration is projected to significantly enhance revenues in the online travel agent market in the coming years.

The growth of the online travel agent market is further expected to be propelled by increasing flexible payment options. The demand for flexible payment options is on the rise due to factors such as global customer bases, digital wallet adoption, contactless payments, evolving regulations, and the need for risk mitigation. Businesses are striving to offer convenient and secure payment methods to cater to diverse preferences. Online travel agencies are responding by providing various payment options, including credit cards, digital wallets, installment plans, and more. This ensures a convenient and secure booking and payment experience for travelers. For instance, as of 2022, 9 out of 10 users in the United States were using online payments, with about 66% of Americans regularly using mobile wallet payments. The flexibility offered by these payment options, with 89% of consumers in the US using digital payments and 60% preferring wallets, is expected to drive the growth of the online travel agent market in the forecast period.

A major trend driving the growth of the online travel agent market during the period is the growing initiatives by the governments of various countries to promote tourism and develop strong tourism infrastructure to enhance revenues from the tourism industry. For example, as per The Budget 2022, the Government of India allocated an additional amount of INR 2400 crores ($307.12 million) to the Ministry of Tourism, marking an 18.42% increase from 2021-22. This budget will be utilized by the Ministry of Tourism for the development of tourism infrastructure, marketing, promotion, and capacity building. Consequently, government initiatives and measures to boost tourism and build robust tourism infrastructure are identified as key trends in the online travel agent market over the specified period.

Major companies operating in the online travel agent sector are introducing innovative technological solutions such as Holiday Mate. Holiday Mate is a B2B solution designed to empower travel agent partners in enhancing customer service for their end clients. For example, in November 2022, Thomas Cook India, an India-based travel agent company, launched an online B2B tool called Holiday Mate. This tool enables Thomas Cook's travel agent partners to seamlessly manage end-to-end holiday bookings online, including product selection, customization, and payments.

In July 2023, EaseMyTrip, an India-based online travel agent company, completed the acquisition of three travel companies - Guideline Group, Tripshope Online, and Dook Travels - for an undisclosed amount. This strategic acquisition is aimed at strengthening EaseMyTrip's presence in both the Indian and overseas travel agency markets. Each of the three acquired firms contributes unique expertise, with Guideline Travels specializing in outbound and cruise travel segments, Dook Travels focusing on destination management services in CIS countries, and Tripshope Online offering a comprehensive range of travel products, including hotel and flight reservations.

Major companies operating in the online travel agent market include Booking Holdings, Expedia Group, Airbnb, Trip.com Group Limited, TripAdvisor, eDreams Odigeo, Despegar, MakeMyTrip Limited, lastminute.com NV, Hostelworld Group, Agoda, Tiket.Com, Pegipegi.Com, Fliggy, Qunar, Qyer, Mafengwo, Cncn Travel, Elong, Lvmama, Tongcheng Network Technology Co, Tujia, Xiaozhu, Klook, Huangbaoche, Huoli, China International Travel Service Corporation Limited, Tuniu, Travelplan Australia, Traveloka, Utiket, Nusatrip, Yanolja, Daily Hotel, Hanatour, Mode Tour, Yatra, Cleartrip, Easemytrip, Goibibo, Thomas Cook India, Jtb (Japan Travel Bureau) Corporation, Jalan, Japanican.Com, Ikyu, Evolable, Ab-In-Den-Urlaub.De, Holidaycheck.De, Fluege.De, Opodo.De, Weg.De, Ltur.Com, Sherpa Expeditions, Stoke Travel, Topdeck Travel, Sicily Activities, Flag Travel Holidays, Soleto Travel, Busabout, Euroventure, Skyscanner Ltd, On The Beach Group Plc, Booking.Com Ltd, We Love Holidays Ltd, Secret Escapes Ltd, Voyage Prive Uk, Vola.Ro, Esky.Ro, Fly-Go, Oktogo, Travelata, Aviasales, Tutu.Ru, Anywayanyday, Onetwotrip, Ozon Travel, Ostrovok.Ru, Onlinetours, Hipway, Unitiki, Weatlas, Zenhotels, Hotwire, Intrepid Travel, G Adventures, Destination Services Mexico, On The Go Tours, Bel Air Travel, Canada Travels, Canuck Abroad, Flightcentre.Ca, Priceline, Lonely Planet Global Inc, Dxtravela, Decolar.Com, Submarino Viagens, Viajanet, Exodus Travels, Say Hueque Argentina Journeys, Almosafer, Contiki, Flyin, Holiday Me, Hoojoozat, Luxury Gold, Musafir, Peregrine Adventures, Rehlat, Tajawal, Trafalgar, Trexperience.

Asia-Pacific was the largest region in the online travel agent market in 2024. Western Europe was the second largest region in the global online travel agent market Share. The regions covered in the online travel agent market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the online travel agent market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

Online travel agents (OTAs) are entities or firms with online platforms that enable consumers to book a range of travel-related services over the internet. These agents engage in marketing and advertising efforts to attract potential customers from around the world.

The primary services offered by online travel agents encompass vacation packages, transportation, and accommodation. A package tour, vacation package, or holiday package involves a bundled offering of transportation and lodging, typically advertised and provided by a tour operator. The platforms facilitating these services are accessible through mobile and tablet devices, desktop computers, and are categorized into various sections, such as hotel bookings, tickets, and more.

The online travel agent market research report is one of a series of new reports that provides online travel agent market statistics, including online travel agent industry global market size, regional shares, competitors with an online travel agent market share, detailed online travel agent market segments, market trends and opportunities, and any further data you may need to thrive in the online travel agent industry. This online travel agent market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The online travel agent market consists of revenues earned by entities that are engaged in selling travel services through online channels. Travel agents are engaged in the sales of travel services such as flights, buses, vacation packages, hotels, and rental cars via online networks. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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