Report Overview

Skift Research’s Online Travel Agency Factbook is your one-stop shop to understand the global universe of online booking sites.

We collected data on and built individual profiles for the eleven largest publicly traded online travel agencies. We analyzed the scale, revenue, growth, profitability, historical performance, and customer acquisition ability of each OTA.

These businesses span five continents and account for a majority of all global online bookings (we estimate they represent ~75% of the total market).

This dataset allowed us to build a global market size as well as to draw up an apples-to-apples comparison of each business and understand how each OTA stacks up to their competitors across key performance indicators.

The online booking industry has mostly maintained commission levels and gross bookings are returning. Therefore, OTA revenue is recovering faster than most other travel sectors. However, profitability has been deeply hurt and is much slower to recover.

The ‘big 3’ OTAs – Group, Booking Holdings, and Expedia Group – are steadily improving. The path ahead for smaller regionals like, On the Beach, or Yatra is much choppier. Specialist product OTA results have been a coinflip. Airbnb won that toss and was the best performing booking site in the world during COVID, while on the opposite end of things Hostelworld has been one of the worst performing.

The full list of booking sites included is: Airbnb, Booking Holdings, Despegar, eDreams ODIGEO, Expedia Group, HostelWorld Group,, MakeMyTrip Limited, On The Beach Group, Group (f/k/a Ctrip), and Yatra Online.

What You'll Learn From This Report

  • Global Online Travel Agency Market Size.
  • 11 Online Travel Companies in Numbers: Side-by-Side Comparisons.
  • Key performance indicators for each OTA covering dollars earned, margins and growth profiles, marketing efficiency, and historical performance.
  • Individual company profiles for each public booking site the explains what makes that particular OTA unique compared to the others.