Gitnux/Report 2026

Booking Industry Statistics

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Booking Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 39 days

01 Industry overview

The booking industry at a glance

Online travel booking is expanding rapidly: Booking Holdings alone processed $186.1 billion in gross bookings in 2025, up 12% year on year, amid strong accommodation and flight demand.

$186.1B[19]
Booking Holdings gross bookings, 2025
7.47%[66]
OTA market CAGR, 2025–2030
1.235B[14]
Booking Holdings room nights, 2025
25%[67]
Booking OTA gross-bookings share, 2024E
Market size
The global online travel agency market was valued at $680.0 billion in 2024. A separate 2025 estimate puts online travel and tourism spending across flights, hotels, vacation rentals, packages, car rentals, trains, buses and cruises at approximately $1.45 trillion, although the definitions differ.[66][68]
Forecast & CAGR
The global online travel agency market is forecast to reach $1,015.72 billion by 2030 from $680.00 billion in 2024, implying a 7.47% CAGR for 2025–2030. Booking Holdings reported 12% growth in gross bookings in 2025.[66][19]
Market share & regions
Booking Holdings said 2025 room-night growth was driven primarily by increased travel demand in Europe and Asia. Available OTA market-share estimates indicate that Booking Holdings held 25% of global OTA gross bookings in 2024, compared with 17% for Expedia and 58% for other providers.[14][67]
Segmentation
Online booking is divided among accommodation, flights, car rentals, packages, rail, buses, cruises and experiences. In Booking Holdings’ 2025 activity, accommodation generated 1.235 billion room nights, while customers booked 68 million airline tickets and 88 million rental-car days.[14][68]
Key players & concentration
Booking Holdings and Expedia remain the two largest global online travel platforms in commonly cited OTA estimates, but their combined share of OTA gross bookings was approximately 42% in 2024, leaving 58% to other platforms. Booking.com listed approximately 4.4 million properties at the end of 2025, while Expedia reported approximately 3.6 million lodging properties.[67][14]
Pricing
Pricing varies by category and booking model. Booking Holdings reported that flight gross bookings increased 29% in 2025 despite lower average airline ticket prices, while rental-car gross bookings rose 9% with both higher rental-car days and higher average daily prices.[14]
Trends, drivers & challenges
Growth is being supported by mobile distribution, wider accommodation supply, flight expansion, loyalty programs and generative-AI investment. Expedia reported approximately 2.4 million online-bookable alternative accommodations through Vrbo at the end of 2025, while Booking Holdings said its merchant mix reached 70% and highlighted generative AI as a strategic priority.[14][19]
Consumer behavior & competition
Expedia’s 2025 Traveler Value Index found that 83% of travelers wanted to redeem loyalty points for travel and 82% were open to booking through non-travel loyalty programs such as credit cards or retailers. In the wider experiences segment, only 33% of experiences were booked online in 2025, compared with 64% across the wider travel market, indicating substantial room for digital conversion.[1][69]
M&A
Travel M&A activity strengthened in the first half of 2025: KPMG reported that deal volume rose 35.5% from the second half of 2024, while deal value increased 38.2% year on year and volume rose 75.0% from the first half of 2024. KPMG identified NextTrip’s acquisition of Five Star Alliance and Booking.com’s extended Etraveli partnership as signs of OTA consolidation.[21]
Regulation
The European Commission designated Booking Holdings’ Booking.com as a Digital Markets Act gatekeeper on May 13, 2024, requiring compliance with the relevant obligations from November 14, 2024. EU Regulation 2024/1028 also introduces harmonised data-collection and sharing rules for short-term accommodation rentals, including registration requirements for hosts and properties.[70][71]
Latest news
The latest reported full-year results show continued double-digit expansion at Booking Holdings: 2025 gross bookings reached $186.1 billion, revenue reached $26.9 billion and adjusted EBITDA reached $9.9 billion. Booking Holdings also reported 1.235 billion room nights, up 8% year on year.[19]

02 Ranking

Top 10 Companies in the Booking Industry

The leading companies in the booking industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Trip.com Group leads Gitnux's 2026 booking ranking with an Overall score of 9.7, with revenue growth 19.7% and operating margin 26.6% signals. Booking Holdings is the highest-ranked transport ticketing marketplace at 9.4, driven by 1.235 billion room nights and $186.1 billion gross bookings in 2025.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in corporate Travel

    Trip.com Group

    SG

    Ranked #1 · 9.7 · Corporate Travel

    Why we picked it: It covers accommodation, transport ticketing, packaged tours, and corporate travel globally.

    See in ranking ↓Visit trip.com ↗

  2. Leader in transport Ticketing

    Booking Holdings

    US

    Ranked #2 · 9.4 · Transport Ticketing

    Why we picked it: It runs global online booking with accommodation and flights scale across major markets.

    See in ranking ↓Visit bookingholdings.com ↗

  3. Leader in tours & Activities

    Klook

    HK

    Ranked #3 · 9.1 · Tours & Activities

    Why we picked it: It focuses on activities and experiences bookings, serving travelers beyond accommodation.

    See in ranking ↓Visit klook.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 10 companies in the booking industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Trip.com Group

Corporate Travel · SG

9.7
2

Booking Holdings

Transport Ticketing · US

9.4
3

Klook

Tours & Activities · HK

9.1
4

GetYourGuide

Tours & Activities · DE

9.0
5

Airbnb

Tours & Activities · US

8.9
6

Omio

Rail, bus and air ticket bookings · DE

8.6
7

eDreams ODIGEO

Flight and accommodation booking platforms · ES

8.4
8

MakeMyTrip

India-focused travel booking platforms · IN

8.2
9

Despegar

Latin American travel bookings · AR

7.7
10

Webjet Group

Australia and New Zealand travel bookings · AU

7.3

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 10). Top 10 companies in the booking industry. In Booking Industry Statistics. Gitnux. https://gitnux.org/booking-industry-statistics/#top-companies

report visual · Projection

Booking Holdings hotel room nights booked

Booking Holdings hotel room nights booked grew from 845 million room nights in 2019 to 1,144 million room nights in 2024.

845
Start
+6.25%
CAGR · 5y
1,144
Projected
20192024
source-verifiedrto9.ca2024

04 Statistics

Technology & Innovation

AI adoption is moving from planning into booking behavior: 62% of travelers used AI in 2025, and 3,500% generative-AI traffic growth was recorded for U.S. travel websites in July 2025.

AI in the booking industry

  • 53% of travelers were comfortable letting AI suggest travel options in a 2026 survey of the United States, United Kingdom and India.[1]
  • 62% of travelers globally had already used AI to plan or book a trip in 2025.[2]
  • 29% of U.S. consumers had used generative AI to plan trips in 2025.[3]
  • 74% of travelers in both Latin America and Asia-Pacific used AI for trip planning in 2025, compared with 49% in North America.[2]
  • 3,500% was the year-over-year increase in generative-AI traffic to U.S. travel websites in July 2025.[3]
  • 40% of travelers used or would use AI to help build itineraries in 2026.[1]

Automation in the booking industry

  • 12% of consumers were comfortable with AI making travel decisions independently in 2025.[2]
  • 96% of respondents considered investing in a trip-management system important or very important for empowering travel agents over the following 12 months in 2024.[4]
  • 65% of consumers expected autonomous trip planning to become mainstream in the near future in 2025.[2]
  • 58% of corporate travelers who sometimes booked outside company channels used company channels for air travel in 2025, up from 34% previously.[5]
  • 21% higher engagement was recorded for AI-referred visitors to travel websites than for non-AI referrals during the 2025 holiday season.[3]
  • 49% of frequent corporate travelers said they always used corporate booking channels in 2025, up from 43% in 2024.[5]

Digital Transformation in the travel and hospitality sector (sector benchmark)

  • 69% of lodging-technology survey respondents identified integrating new technology with legacy systems as a moderate or major 2024 industry challenge.[6]
  • 59% of active travel and hospitality respondents were at the piloting or deploying stage of AI adoption in Adobe’s global research.[3]
  • 47% of hotels in Andalusia rated their infrastructure capacity for digital transformation as high or very high in the study period.[7]
  • 80% of travel and hospitality respondents reported siloed, transactional, or consultative relationships between business and information-technology teams.[3]

Technology Adoption in the travel and hospitality sector (sector benchmark)

  • 89% of travel and hospitality executives expected generative AI to have a meaningful business impact within three years.[8]
  • 49% of global travel programs planned to increase technology investment for 2025, based on a GBTA poll of travel-industry professionals.[9]
  • 83% of travel and hospitality executives said they increased AI budgets in 2024, according to the Skift-AWS industry survey.[8]
  • 14% of travel buyers said they were already using AI in their travel programs in the October 2024 GBTA poll.[9]

Cloud Computing in the travel and hospitality sector (sector benchmark)

  • 67% of travel and hospitality companies were in advanced stages of cloud adoption in the 2024 Skift-AWS industry survey.[8]
  • 29% of hospitality respondents reported full cloud maturity for critical applications and workloads globally, while 38% said they were well on the way in 2023.[10]
  • 79% of travel and tourism companies surveyed by the World Economic Forum reported cloud computing among technologies expected to be adopted.[11]
  • 69% of hospitality respondents used a hybrid-cloud deployment model globally in 2023, compared with 31% using public cloud only.[10]
  • 67% of travel and hospitality companies were in advanced stages of cloud adoption globally in 2024, according to a survey of industry executives.[8]

Big Data in the travel and hospitality sector (sector benchmark)

  • 89% of travel and tourism companies surveyed by the World Economic Forum reported user and entity big-data analytics among technologies expected to be adopted.[11]
  • 18.8% of hotels in an Andalusian study rated their implementation of big-data tools as high or very high.[7]
  • More than eight in ten worldwide travel buyers considered data analytics extremely or very important to their travel programs in April 2025.[12]
  • 62.8% of hotels in an Andalusian study rated their implementation of big-data tools as low or very low.[7]

Blockchain in the booking industry

  • 230 countries were covered by Travala’s blockchain-enabled travel booking platform in 2026.[13]

05 Statistics

Data & Analytics

Data integration and governance show up as execution constraints: only 11% of hotel owners and operators reported a fully integrated technology stack in 2026.

Business intelligence in the booking industry

  • Expedia Group’s technology, product, data-engineering and data-science teams were unified to build reusable services across business units in 2020.[14]
  • Booking Holdings reported that global payment-option expansion enabled travelers and partners to pay and receive payment through preferred methods in 2024.[14]
  • Airbnb’s personalized Co-Host Network ranking algorithm used dozens of factors, including location, hosting experience and home type, in 2024.[14]
  • Expedia Group used both company-owned data centers and cloud platforms to power its websites and applications in 2024.[14]
  • Airbnb reported 492 million nights and experiences booked in 2024, its principal scale measure for platform activity.[14]
  • Around 3,500 IHG properties used a revenue-management system incorporating data science, machine learning and forecasting tools in 2024.[14]

Data analytics in the booking industry

  • Booking Holdings said connected transactions grew significantly year over year in 2024 as customers booked more than one travel vertical.[14]
  • Airline-direct online booking share by value rose from 34% in 2016 to 49% in 2024 globally.[15]
  • 77% of travelers consulted multiple channels before booking in 2025, according to McKinsey’s travel research.[15]
  • 86% of travelers surveyed in 2026 believed AI had improved their travel-planning experience.[16]
  • 33% of surveyed travelers said they currently book flights directly with airlines in 2025.[15]
  • AI referrals to U.S. travel websites were 2,215% higher in 2026 than when Adobe began tracking them in October 2024.[16]

Data Quality in the travel and hospitality sector (sector benchmark)

  • 15% of hotel owners and operators were very confident in the accuracy and timeliness of their operational data in 2026.[9]
  • 69% of travel and hospitality companies training AI models wasted resources on bad data in 2025, according to a Salesforce survey of business leaders.[17]
  • 27% of hotel operators spent more than 11 hours per week consolidating or reconciling data in 2026.[9]
  • 47% of business leaders were fully confident in their organizations’ data accuracy in 2025, across the broader business sample reported by Salesforce.[17]
  • 27% of hotel operators used more than seven technology platforms in 2026, increasing the risk of fragmented and inconsistent operational data.[9]

Data Governance in the travel and hospitality sector (sector benchmark)

  • 91% of hotel owners and operators still relied on some manual reporting within automated workflows in 2026, highlighting incomplete process standardization.[9]
  • 51% of hoteliers said regulation helped their commercial goals in 2025, while 20% said it hindered them, in a survey covering hotel distribution professionals.[18]
  • 78% of travel and hospitality business leaders said data-governance policies varied across departments in 2025.[17]
  • 97% of travel and hospitality business leaders said a strong data foundation was the most critical factor for AI deployment in 2025.[17]
  • Only 11% of hotel owners and operators reported a fully integrated technology stack in 2026, indicating limited enterprise-wide data integration.[9]

KPIs in the booking industry

  • Booking Holdings booked more than 1.1 billion room nights across its brands in 2024 globally.[14]
  • Airbnb generated $11.1 billion in revenue in 2024, up 12% from 2023.[14]
  • Booking Holdings booked nearly 50 million airline tickets through its brands in 2024 globally.[14]
  • Booking Holdings reported nearly $24 billion in revenue in 2024 globally.[14]
  • Expedia Group’s advertising and media revenue increased 16% in 2024.[14]
  • Airbnb’s gross booking value was $81.8 billion in 2024, up 12% year over year.[14]

06 Statistics

Strategy & Growth

Accommodation and ticketing expansion remains measurable: Booking Holdings reported $186.1 billion gross bookings in 2025 and 1.235 billion room nights.

Growth in the booking industry

  • Booking Holdings’ gross travel bookings increased 12% year over year to $186.1 billion in 2025.[19]
  • Airbnb’s revenue grew 12% year over year in the fourth quarter of 2025.[20]
  • Expedia Group’s lodging gross bookings grew 12% year over year in the fourth quarter of 2024.[1]
  • Viator’s experience bookings increased 16% to approximately 22.9 million in 2025.[14]
  • Booking Holdings’ room nights booked increased 8% year over year to 1.2 billion in 2025.[19]
  • Booking Holdings’ adjusted EBITDA increased 20% year over year to more than $9.9 billion in 2025.[19]

Differentiation in the booking industry

  • Booking Holdings operated five primary consumer-facing brands in 2025: Booking.com, Priceline, Agoda, KAYAK and OpenTable.[19]
  • Viator offered travelers access to more than 65,000 experience operators in 2024.[14]
  • Viator offered nearly 400,000 experiences in 2024, differentiating its marketplace beyond accommodation bookings.[14]
  • Almost half of Airbnb’s experiences bookings were not attached to an accommodation booking in the fourth quarter of 2025.[20]
  • TheFork offered online reservations at approximately 55,000 restaurants at the end of 2024.[14]
  • Booking.com reported more than 33 million accommodation listings across hotels, homes, apartments and other places to stay in 2025.[19]

Mergers and acquisitions in the booking industry

  • Travel deal volume increased 35.5% half over half in the first half of 2025.[21]
  • Mews acquired groups-and-meetings booking technology company Quotelo in November 2024.[22]
  • TravelPerk acquired AmTrav in 2024 as part of its expansion in the United States.[22]
  • Travel deal value increased 38.2% year over year in the first half of 2025.[21]
  • Travel deal volume increased 75.0% year over year in the first half of 2025.[21]
  • Booking Holdings’ proposed acquisition of Etraveli was valued at approximately €1.63 billion in the European Commission’s 2023 decision.[8]

Strategic partnerships in the booking industry

  • An experiences platform recorded more than 10.7 million annual transacting users in 2024 through its merchant marketplace.[14]
  • Viator powered experience bookings for Tripadvisor and major OTAs, airlines, hotels, online agencies and offline agencies in 2024.[14]
  • Booking Holdings renewed its strategic partnership with Etraveli Group in 2025.[21]
  • Approximately 300,000 experience offerings were available on an experiences platform as of June 30, 2025, up 36% year over year.[14]
  • Airbnb had more than 5.5 million hosts participating in its global marketplace by 2025.[20]
  • Expedia Group supplied hotel listings from approximately 700,000 hotels and other properties for Uber’s booking service in 2025.[23]

07 Statistics

People & Workforce

Workforce and operations capacity are tied to execution: Booking Holdings had 24,300 employees as of December 31, 2025, and Airbnb had 8,200.

Hiring in the booking industry

  • 50% was Expedia Group’s target for women in leadership roles by the end of 2025.[24]
  • 25% was Expedia Group’s target for U.S. external hires from racially or ethnically underrepresented groups by the end of 2025.[24]
  • 24,300 employees worked for Booking Holdings at December 31, 2025.[25]
  • 8,200 employees worked for Airbnb at December 31, 2025.[14]
  • 16,500 employees worked for Expedia Group across nearly 50 countries at December 31, 2024.[24]

Remote Work in the travel and hospitality sector (sector benchmark)

  • Across U.S. hospitality and food services, employees worked 11.11% of paid days from home in 2025.[26]
  • Across U.S. hospitality and food services, employees worked 10.23% of paid days from home in 2024.[26]
  • Across U.S. hospitality and food services, employees worked 10.19% of paid days from home in 2026.[26]
  • Among travel buyers, 7% reported a full-time remote company policy for 2024, compared with 15% among travel suppliers and travel-management companies.[27]

Hybrid Work in the travel and hospitality sector (sector benchmark)

  • Among business-travel professionals in Latin America, 58% reported that their company had a hybrid work policy for 2025.[28]
  • Among travel buyers, 68% reported a hybrid company work policy for 2024.[27]
  • Among business-travel professionals in Europe, 77% reported that their company had a hybrid work policy for 2025.[28]
  • Among business-travel professionals in North America, 51% reported that their company had a hybrid work policy for 2025.[28]
  • Among business-travel professionals in the Asia-Pacific region, 62% reported that their company had a hybrid work policy for 2025.[28]

Upskilling in the booking industry

  • 8 training and development courses were completed on average by each Expedia Group employee in 2025.[24]
  • 100% of Airbnb employees were offered training on allyship, unconscious bias and disability inclusion under the company’s diversity and belonging programs.[29]
  • 8 hours of paid time off were provided annually by Booking Holdings specifically for employee volunteering, supporting broader employee development and engagement.[19]

Employee Engagement in the travel and hospitality sector (sector benchmark)

  • Across New Zealand hospitality and tourism workplaces, 62% of employees with people-management responsibilities reported work engagement in 2025.[30]
  • Across New Zealand tourism businesses, 60% of employees reported work engagement in 2025.[30]
  • Across New Zealand hospitality businesses, 47% of employees reported work engagement in 2025.[30]
  • Across Travel + Leisure Co.’s accommodation and hospitality workforce, the 2024 associate-engagement survey received 16,405 completions, representing 86% of associates.[31]
  • Across New Zealand hospitality and tourism workplaces, 67% of employees in very small organizations reported work engagement in 2025.[30]

DEI in the booking industry

  • 100% of Airbnb employees were offered diversity training covering allyship, unconscious bias and disability inclusion in the company’s reported program.[29]
  • More than 7,000 Booking Holdings employees participated in employee resource groups in 2025.[24]
  • More than 150 employee-resource-group-led events were held by Booking Holdings in 2025.[24]
  • 25% was Expedia Group’s target for U.S. external hires from racially and ethnically underrepresented groups by the end of 2025.[24]
  • 50% was Expedia Group’s target for women occupying leadership roles by the end of 2025.[24]

Change Management in the travel and hospitality sector (sector benchmark)

  • Across 359 travel and hospitality leaders worldwide, 57% expected service case volume to increase over the following year in 2025.[17]
  • Across 359 travel and hospitality leaders worldwide, 50% expected service headcount to increase over the following year in 2025.[17]
  • Across hospitality managers in Australia, the United States, the United Kingdom and Ireland, 32% said continuous-improvement programs created additional workload without clear benefits in 2025.[32]

08 Statistics

Customer & Sales

Customer experience in the booking industry

  • 71 is the 2026 U.S. customer-satisfaction score for Priceline among online travel agencies.[33]
  • 77 is the 2026 U.S. customer-satisfaction score for Booking.com among online travel agencies, based on surveys collected from April 2025 to March 2026.[33]
  • 59.6% of surveyed U.S. customers identified themselves as satisfied Expedia customers in 2024.[34]
  • 60.2% of surveyed U.S. customers identified themselves as satisfied Tripadvisor customers in 2024.[34]
  • 63.9% of surveyed U.S. customers identified themselves as satisfied Booking.com customers in 2024.[34]

Customer retention in the booking industry

  • Nearly 30% of Booking.com active travelers were in Genius Levels 2 or 3 in the second quarter of 2024.[35]
  • 42% of restaurant guests receiving one-to-one marketing returned and remained active with the same brand in 2023, according to a study covering 2022 guests.[36]
  • 13% of restaurant guests receiving other marketing returned to the same brand in 2023, compared with 42% receiving one-to-one marketing.[36]
  • Genius Level 2 and 3 travelers had higher booking frequency than Booking.com’s overall traveler base in the second quarter of 2024.[35]
  • 13% of inactive restaurant guests reengaged in 2023 when they received one-to-one marketing.[36]

Customer acquisition in the booking industry

  • 76% of Rent the Runway subscribers said they rent along with a friend or colleague.[14]
  • 23.3% of U.S. adults said they would consider booking with Expedia the next time they booked travel.[37]
  • 23.3% of U.S. adults said they would consider booking with Booking.com the next time they booked travel.[37]
  • 82.4% of U.S. adults were aware of Expedia in YouGov’s travel-company brand-funnel analysis.[37]
  • Over 80% of Rent the Runway customers acquired during the previous 14 years had been acquired organically by fiscal 2024.[14]

Customer loyalty in the booking industry

  • Booking.com increased Genius benefits delivered to travelers by 15% year over year in the second quarter of 2024.[35]
  • 145 million members were enrolled in IHG One Rewards in 2024.[38]
  • IHG One Rewards members were around 10 times more likely to book direct than non-members in 2024.[38]
  • More than 168 million members belonged to Expedia Group’s combined loyalty programs when One Key was announced in 2023.[1]
  • Expedia Group loyalty programs had provided more than $10 billion in travel savings to members by 2023.[1]

09 Statistics

Marketing & Brand

Marketing spend remains high across top platforms: Booking Holdings, Expedia Group, Airbnb, and Trip.com Group spent more than $20 billion on sales and marketing in 2025.

Marketing in the booking industry

  • Booking Holdings, Expedia Group, Airbnb and Trip.com Group together spent more than $20 billion on sales and marketing in 2025.[22]
  • Expedia Group spent $6.8 billion on direct sales and marketing in 2024.[22]
  • Expedia Group spent nearly $7.4 billion on direct sales and marketing in 2025.[22]
  • Booking.com had approximately 4.0 million properties on its website at December 31, 2024, up from approximately 3.4 million a year earlier.[14]

Digital marketing in the booking industry

  • 15% of U.S. Gen Z consumers surveyed by Fullstory used AI platforms to start travel searches in 2026.[39]
  • 17% of U.S. millennials surveyed by Fullstory used AI platforms to start travel searches in 2026.[39]
  • U.S. video time on Instagram and Facebook increased by more than 200% year over year in 2025 research cited by WTM.[40]
  • 15% of U.S. consumers surveyed by Fullstory used AI platforms such as ChatGPT or Claude to start travel searches in 2026.[39]
  • 19% of U.S. Gen X consumers surveyed by Fullstory used AI platforms to start travel searches in 2026.[39]

Branding in the booking industry

  • 59.0% of U.S. adults were aware of Kayak in YouGov’s travel-company brand-funnel analysis.[37]
  • 71.6% of U.S. adults were aware of Trivago in YouGov’s travel-company brand-funnel analysis.[37]
  • 73.0% of U.S. adults were aware of Priceline in YouGov’s travel-company brand-funnel analysis.[37]
  • 74.0% of U.S. adults were aware of Travelocity in YouGov’s travel-company brand-funnel analysis.[37]
  • 23.3% of U.S. adults would consider booking with Expedia in YouGov’s travel-company analysis.[37]

Social media in the booking industry

  • 61% of travelers surveyed said they find trip ideas on social media, according to industry research cited in 2026.[41]
  • 73% of travelers surveyed said influencer content had led them to book a trip or travel component, according to industry research cited in 2026.[41]
  • More than 200% was the year-over-year increase in U.S. video time on Instagram and Facebook cited in WTM’s 2025 travel report.[40]
  • 76% of Rent the Runway subscribers said they rent along with a friend or colleague, supporting social-driven discovery and referral.[14]
  • Nearly 2 million travel-related posts were made on Instagram in 2024, according to calculations by We Are Social reported in 2025.[42]

Influencer Marketing in the travel and hospitality sector (sector benchmark)

  • 92% of destination marketing organizations and tourism boards globally increased or maintained influencer-marketing budgets in 2026.[43]
  • 92% of European travel and hospitality brands work with micro-creators, defined as influencers with 10,000 to 100,000 followers, in research conducted across seven markets in 2025.[44]
  • More than 6.5 million influencer posts about the travel industry were published globally in 2023, generating an average engagement rate of 2.4%.[45]
  • 49% of hospitality brands include paid influencer work in their brand strategy, up from 37% in the previous survey period.[46]
  • 72% of European travel and hospitality brands plan to expand their creator pool, according to research conducted across seven European markets in 2025.[44]

10 Statistics

Operations & Execution

Platform throughput is visible in booking volumes, with Airbnb recording 492 million nights and experiences booked in 2024.

Process optimization in the booking industry

  • 1 unified front-end stack was used by Expedia Group in 2024 after migrating Hotels.com and Vrbo, increasing test-and-learn capacity and feature-release velocity globally.[47]
  • 492 million nights and experiences were booked on Airbnb in 2024, up 10% from 2023.[14]
  • 684.1 million passengers boarded through Sabre IT Solutions in 2024, compared with 688.5 million in 2023.[14]
  • 127.7 million central-reservation-system transactions were processed by Sabre Hospitality Solutions in 2024, up 4.5% year over year.[14]
  • 3.5 million lodging properties were available through Expedia Group at the end of 2024, including more than 2.5 million Vrbo alternative-accommodation listings.[47]

Operational efficiency in the booking industry

  • Expedia Group’s operating income increased 109% to $216 million in the fourth quarter of 2024 from $104 million in the fourth quarter of 2023.[14]
  • Sabre’s operating margin improved by 8 percentage points year over year in 2024, supported by revenue growth and lower operating costs.[14]
  • Sabre’s total direct billable bookings reached 363.2 million in 2024, while IT Solutions passengers boarded totaled 684.1 million.[14]
  • Expedia Group’s booked lodging room nights increased 9% to 383.9 million in 2024.[14]
  • Airbnb generated a 40% free-cash-flow margin in 2024.[14]

Quality management in the booking industry

  • 154 million nights and experiences were booked in North America on Airbnb in 2024, representing 31% of the platform total.[14]
  • 201 million nights and experiences were booked in EMEA on Airbnb in 2024, representing 41% of the platform total.[14]
  • 76 million nights and experiences were booked in Latin America on Airbnb in 2024, up 19% year over year.[14]
  • 2.5 million online-bookable alternative-accommodation listings were offered through Vrbo at the end of 2024.[47]
  • 492 million nights and experiences were booked on Airbnb in 2024, with the increase driven by growth across all geographic regions.[14]

Supply chain in the booking industry

  • Over 500 airlines were included in Expedia Group’s supply portfolio at the end of 2024.[47]
  • 186.1 billion dollars of gross bookings were generated through Booking Holdings in 2025, up 12.4% year over year.[14]
  • 110.9 billion dollars of gross bookings were generated by Expedia Group in 2024, up 7% from 2023.[14]
  • 307.5 million direct billable air bookings were processed by Sabre in 2024, up 1.6% year over year.[14]
  • 55.7 million direct billable lodging, ground and sea bookings were processed by Sabre in 2024, up 7.0% year over year.[14]

Outsourcing / Offshoring in the travel and hospitality sector (sector benchmark)

  • Six in 10 travel buyers worldwide relied on their travel management company for sourcing support in 2025.[12]
  • Around three in 10 travel buyers worldwide engaged external consultants for travel-supplier sourcing in 2025.[12]
  • 14% of travel supplier and TMC professionals whose companies were not adding staff expected to outsource more work to third parties in 2025.[27]
  • 64% of European corporate travel managers outsourced at least part of their hotel RFP process in 2026.[27]
  • 9% of North American travel buyers and 13% of European travel buyers whose programs were not adding staff expected to outsource more work to third parties in 2025.[27]

11 Statistics

Finance & Pricing

Merchant mix and profitability signals vary by model: Booking Holdings’ merchant booking mix reached 70% of total gross bookings in 2025.

Pricing strategy in the booking industry

  • 110.9 billion dollars of Expedia Group gross bookings produced a 12.3% revenue margin in 2024.[14]
  • Expedia Group’s revenue margin remained 12.3% in each of 2022, 2023 and 2024.[14]
  • Airbnb’s 2024 revenue reached $11.102 billion, representing a 12% increase from 2023.[14]
  • Booking Holdings’ merchant booking mix reached 70% of total gross bookings in 2025, up from 63% in 2024.[14]
  • Booking Holdings generated $7.968 billion of agency revenue in 2025, compared with $8.524 billion in 2024.[14]

Cost reduction in the booking industry

  • 1.255 billion dollars was Sabre’s 2024 cost of revenue excluding technology costs, compared with $1.190 billion in 2023.[14]
  • 500 million to 550 million dollars was Booking Holdings’ expected annual run-rate savings from its transformation program versus the 2024 expense base.[14]
  • 622.670 million dollars was Sabre’s selling, general and administrative expense in 2024, down from $634.393 million in 2023.[14]
  • 1.146 billion dollars was Sabre’s pro-forma 2024 cost of revenue excluding technology costs after discontinued-operations adjustments.[14]
  • 3.403 billion dollars was Booking Holdings’ personnel expense in 2025, compared with $3.354 billion in 2024.[14]

Profitability in the booking industry

  • 9.9 billion dollars was Booking Holdings’ adjusted EBITDA in 2025, up 20% year over year.[14]
  • 19% was Airbnb’s net-income margin in the fourth quarter of 2024.[14]
  • 5.4 billion dollars was Booking Holdings’ GAAP net income in 2025, down 8% year over year.[14]
  • 279 million dollars was Sabre’s net loss attributable to common stockholders in 2024.[14]
  • 2.6 billion dollars was Airbnb’s net income in 2024, down 45% from 2023.[14]

Financial planning in the booking industry

  • 11.102 billion dollars was Airbnb’s total revenue in 2024, up 12% from 2023.[14]
  • 1.9 billion dollars of Sabre debt maturities were refinanced in 2024, according to the company’s full-year results.[14]
  • 9.1 billion dollars was Booking Holdings’ free cash flow in 2025, up 15% year over year.[14]
  • 3.030 billion dollars was Sabre’s total revenue in 2024, up from $2.908 billion in 2023.[14]
  • 81.784 billion dollars was Airbnb’s gross booking value in 2024, compared with $73.252 billion in 2023.[14]

12 Statistics

Product & Service

Product coverage extends beyond rooms: Booking Holdings reported nearly 50 million airline tickets booked through its brands in 2024.

Product development in the booking industry

  • More than 10,000 co-hosts across 10 countries were supported by Airbnb’s Co-Host Network in 2024.[14]
  • 10.7 million annual transacting users used GetYourGuide in 2024, more than 2.6 times the 2022 level.[14]
  • 7.9 million homes and alternative-accommodation listings were available on Booking Holdings platforms at the end of 2024 globally.[14]
  • Around 3,500 IHG properties had the company’s new data-science-based revenue-management system live in 2024.[14]
  • Nearly 50 million airline tickets were booked through Booking Holdings brands in 2024 globally, reflecting expansion beyond accommodation.[14]

Product lifecycle in the booking industry

  • Booking Holdings’ total gross bookings rose from $150.6 billion in 2023 to $165.6 billion in 2024 globally.[48]
  • Booking Holdings reported that its 2024 booking window was generally longer than in 2023, with more reservations made further ahead of travel.[14]
  • Airbnb’s nights and experiences booked increased 10% from 448 million in 2023 to 492 million in 2024 globally.[14]
  • Booking Holdings’ merchant gross bookings increased 27.5% to $104.2 billion in 2024 globally.[48]
  • The online intermediary share of tours, activities and experiences bookings was forecast at 81% for 2024 globally.[49]

After-sales in the booking industry

  • Airbnb identified customer support, trust and safety, platform usability and all-in cost as competitive service factors in 2024.[14]
  • 24-hour-a-day, seven-day-a-week traveler sales and support was provided by Expedia Group through virtual agents, telephone, chat and email in 2024.[14]
  • Booking Holdings said investments in generative AI improved customer-service wait and response times in local languages during 2024.[14]
  • MakeMyTrip’s self-service support covered three post-sale functions—cancellations, refund tracking and travel-booking management—as of 2026.[14]
  • 24/7 self-service support was offered by MakeMyTrip for booking management, cancellations, refund tracking and product inquiries as of 2026.[14]

Value proposition in the booking industry

  • 43% of U.S. hotel travelers used online booking platforms in 2024.[50]
  • 38% of U.S. packaged-tour travelers used online booking platforms in 2024.[50]
  • 64% of U.S. vacation-rental travelers used online booking platforms in 2024, the highest share among travel categories surveyed.[50]
  • 38% of U.S. car-rental travelers used online booking platforms in 2024.[50]
  • 36% of U.S. flight travelers used online booking platforms in 2024.[50]

13 Statistics

Sustainability & Ethics

Emissions reporting is a differentiator across major platforms: Booking Holdings reported 547,334 tonnes of total reported emissions in 2024.

Sustainability in the booking industry

  • 36% of surveyed travelers planned to choose accommodation with a sustainability certification in 2026.[51]
  • 100% of Amadeus electricity sourcing is targeted to be renewable by 2030.[4]
  • 32,500 travelers across 35 markets participated in Booking.com’s 2025 sustainability survey.[51]
  • 60+ third-party sustainability certifications were displayed on Booking.com in 2025.[51]
  • 90% absolute reductions in Amadeus Scope 1, 2 and 3 emissions are targeted by 2050 from a 2022 base year.[4]

ESG in the booking industry

  • 471 million travel-agency air bookings were processed through Amadeus in 2024.[4]
  • 248,979 tonnes of CO2e were Trip.com Group’s total greenhouse-gas emissions in 2024.[52]
  • 100% was Trip.com Group’s anti-corruption training pass rate in 2024.[52]
  • 21,592 people were Amadeus’s total workforce in 2024.[4]
  • 100% of Trip.com Group employees completed required anti-corruption learning and assessment in 2024.[52]

Ethics in the booking industry

  • 3,233 tonnes of Scope 1 emissions were reported by Trip.com Group in 2024 under its carbon-accounting framework.[24]
  • 100% of Trip.com Group employees participated in annual anti-corruption training in 2024.[52]
  • 100% of Trip.com Group employees passed the annual anti-corruption assessment in 2024.[52]
  • 25,088 tonnes of Scope 2 emissions were reported by Trip.com Group in 2024.[24]
  • 7 named business-ethics and anti-corruption policies were identified by Trip.com Group for directors, employees and agents in 2024.[52]

CSR in the booking industry

  • 81 Amadeus sites hosted community activities in 2024.[4]
  • 120,000-plus direct beneficiaries were reached by Amadeus community programs in 2024.[4]
  • 50 countries were reached by Amadeus community programs in 2024.[4]
  • 4,800-plus Amadeus employees participated in community activities in 2024.[4]
  • 32,000-plus staff hours were dedicated to Amadeus community activities in 2024.[4]

Carbon footprint in the booking industry

  • 2,268 tonnes of CO2e were Booking Holdings’ Scope 1 emissions in 2024.[19]
  • 547,334 tonnes of CO2e were Booking Holdings’ total reported emissions in 2024.[19]
  • 99.5% of Booking Holdings’ reported emissions were Scope 3 emissions in 2024.[19]
  • 90% of Booking Holdings’ 2024 Scope 3 emissions came from purchased goods and services.[19]
  • 88.36% of Trip.com Group’s 2024 greenhouse-gas emissions were Scope 3 emissions.[52]

15 Statistics

Globalization & Expansion

International coverage is broad and quantified: Booking Holdings served 220+ countries and territories in 2025.

Globalization in the booking industry

  • 1.2 billion room nights were booked worldwide across Booking Holdings in 2025.[19]
  • 220+ countries and territories were served by Booking Holdings in 2025 through its consumer-facing and subsidiary brands.[19]
  • 62% of short-term-rental guest nights in the European Union were international in 2024.[20]
  • 40+ languages were supported across Booking Holdings’ global operations in 2025.[19]
  • Over 200 countries were covered by Viator’s instantly bookable experiences marketplace in 2024.[14]

Cultural adaptation in the booking industry

  • Booking.com offered flights in more than 55 markets in 2025.[19]
  • India was one of Airbnb’s fastest-growing origin markets in the fourth quarter of 2025, with nights booked up 50% year over year.[20]
  • 140+ nationalities were represented in Booking Holdings’ workforce in 2025.[19]
  • 40+ languages were used to serve consumers and local partners across Booking Holdings in 2025.[19]
  • Approximately 55,000 restaurants were listed on TheFork across the United Kingdom and western and central Europe at the end of 2024.[14]

Supplier management in the booking industry

  • Approximately 500,000 hotels, motels and resorts were offered on Booking.com at December 31, 2025.[19]
  • Approximately 4.7 million accommodation properties were available on Booking.com in 2025.[19]
  • About 4.2 million alternative-accommodation properties were represented on Booking.com in 2025.[19]
  • Approximately 3.9 million homes, apartments and other unique places to stay were offered on Booking.com at December 31, 2025.[19]
  • Viator listed nearly 400,000 experiences in 2024.[14]

Stakeholder management in the booking industry

  • 26% of technology positions at Booking Holdings were filled by women in 2025.[19]
  • More than 10.7 million annual transacting users were recorded by an experiences-booking platform in 2024.[14]
  • 32% of transacting users on that experiences platform booked three or more unique experiences in 2024.[14]
  • 45% of Booking Holdings employees were women in 2025.[19]
  • 140+ nationalities were represented among Booking Holdings employees in 2025.[19]

Distribution channels in the booking industry

  • $170 billion of global hotel gross bookings were distributed through wholesale channels in 2024.[50]
  • 21% of hotel reservations came through online travel agencies in the December 2023–November 2024 survey period.[64]
  • $266 billion of global hotel gross bookings were distributed through OTAs in 2024.[50]
  • OTAs captured one-third of bookings in the tours, activities and attractions sector in 2024.[65]
  • 18% of hotel reservations came through direct voice channels in the December 2023–November 2024 survey period.[64]

Key questions about the booking industry

How large is the global online travel agency market in 2024?
The global online travel agency market was valued at $680.0 billion in 2024.
What growth rate and 2030 forecast do we use for online travel agencies?
The market is forecast to reach $1,015.72 billion by 2030 from $680.00 billion in 2024, implying 7.47% CAGR for 2025–2030.
Which companies lead the booking industry?
Trip.com Group leads Gitnux's 2026 booking ranking with an Overall score of 9.7, with revenue growth 19.7% and operating margin 26.6% signals. Booking Holdings is the highest-ranked transport ticketing marketplace at 9.4, driven by 1.235 billion room nights and $186.1 billion gross bookings in 2025.
What technology shifts are most visible in booking decisions and traffic?
62% of travelers globally used AI to plan or book a trip in 2025, and generative-AI traffic to U.S. travel websites rose 3,500% year over year in July 2025.
How concentrated is OTA gross bookings in commonly cited estimates?
Booking Holdings held 25% of global OTA gross bookings in 2024, and Expedia held 17%; combined they account for ~42% leaving 58% to other providers.
How much does flight gross bookings grow relative to average ticket prices?
Flight gross bookings increased 29% in 2025 despite lower average airline ticket prices.
Reference

Cite This Report

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APA
Samuel Norberg. (2026, November 10). Booking Industry Statistics. Gitnux. https://gitnux.org/booking-industry-statistics
MLA
Samuel Norberg. "Booking Industry Statistics." Gitnux, 10 Nov 2026, https://gitnux.org/booking-industry-statistics.
Chicago
Samuel Norberg. 2026. "Booking Industry Statistics." Gitnux. https://gitnux.org/booking-industry-statistics.

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