GITNUXREPORT 2026

Ota Travel Industry Statistics

The global OTA market is rapidly growing and dominated by major players and mobile bookings.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

Our Commitment to Accuracy

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Statistic 1

Booking Holdings holds 28% global OTA market share in 2023.

Statistic 2

Expedia Group commands 20% of worldwide OTA revenue 2023.

Statistic 3

Trip.com Group leads China OTA with 55% domestic share 2023.

Statistic 4

Airbnb disrupts traditional OTAs with 15% hotel-like bookings share 2023.

Statistic 5

MakeMyTrip holds 40% India OTA market share 2023.

Statistic 6

Agoda dominates Southeast Asia OTAs with 35% share 2023.

Statistic 7

Despegar leads Latin America OTA with 25% market share 2023.

Statistic 8

Booking.com has 60% Europe hotel OTA share 2023.

Statistic 9

trivago partners with 70% of top OTAs for metasearch 2023.

Statistic 10

Hotelbeds B2B OTA serves 180,000+ hotels globally 2023.

Statistic 11

eDreams ODIGEO has 20 million subscribers in Europe 2023.

Statistic 12

Qunar holds 30% China metasearch OTA share 2023.

Statistic 13

Webjet leads Australia OTA with 28% share 2023.

Statistic 14

TUI Group OTA competes with 12% Europe package share 2023.

Statistic 15

Yatra Online 15% India OTA share behind leaders 2023.

Statistic 16

Tongcheng-Elong 25% China OTA share 2023.

Statistic 17

Kayak metasearch drives 10% OTA traffic globally 2023.

Statistic 18

Goibibo 20% India budget OTA share 2023.

Statistic 19

Opodo 8% Europe OTA share 2023.

Statistic 20

Tuniu niche China tours 5% OTA share 2023.

Statistic 21

62% of OTA users are aged 25-44 years globally in 2023.

Statistic 22

Women represent 54% of OTA booking users worldwide 2023.

Statistic 23

Millennials make 45% of OTA bookings, Gen Z 25% in 2023.

Statistic 24

78% of OTA users prefer mobile apps for bookings in 2023.

Statistic 25

Average OTA user books 4.2 trips per year globally 2023.

Statistic 26

65% of Gen Z use OTAs for sustainable travel options 2023.

Statistic 27

Urban dwellers account for 70% of OTA traffic in 2023.

Statistic 28

52% of OTA users are loyalty program members 2023.

Statistic 29

High-income earners (>100k USD) are 35% of OTA users 2023.

Statistic 30

40% of OTA bookings influenced by user reviews in 2023.

Statistic 31

Families represent 28% of OTA vacation package buyers 2023.

Statistic 32

71% of OTA users compare prices across 3+ platforms 2023.

Statistic 33

Solo travelers grew to 22% of OTA bookings in 2023.

Statistic 34

55% of OTA users aged 35-54 book international trips 2023.

Statistic 35

Social media influences 48% of OTA bookings among under-30s 2023.

Statistic 36

60% of OTA users in Asia are under 35 years old 2023.

Statistic 37

Repeat OTA users average 70% retention rate globally 2023.

Statistic 38

Business travelers are 32% of OTA flight bookings 2023.

Statistic 39

45% of OTA users prioritize flexible cancellation policies 2023.

Statistic 40

LGBTQ+ travelers use OTAs 15% more than average 2023.

Statistic 41

Global OTA AI adoption reached 75% by 2025 projection.

Statistic 42

OTA metaverse bookings expected to hit $10 billion by 2028.

Statistic 43

Mobile OTA share projected to 60% of total by 2027.

Statistic 44

Global OTA market to grow to $850 billion by 2030, CAGR 10%.

Statistic 45

Voice commerce in OTAs to reach 20% bookings by 2027.

Statistic 46

Blockchain OTA transactions projected at 15% by 2028.

Statistic 47

Sustainable OTA options to comprise 40% market by 2030.

Statistic 48

AR/VR previews in OTAs to boost conversions 30% by 2026.

Statistic 49

OTA personalization via AI to reach 90% user engagement 2027.

Statistic 50

Asia OTA growth CAGR 12% to 2030.

Statistic 51

U.S. OTA to stabilize at 65% market share by 2028.

Statistic 52

Latin America OTA CAGR 14% through 2027.

Statistic 53

OTA direct bookings challenge to rise to 30% by 2030.

Statistic 54

Super apps integrating OTA to dominate China 70% by 2027.

Statistic 55

OTA NFT loyalty programs to grow 50% annually to 2028.

Statistic 56

Electric vehicle rentals via OTA to 25% share by 2030.

Statistic 57

Space tourism OTAs emerge with $1B market by 2030.

Statistic 58

OTA data analytics market to $15B by 2027.

Statistic 59

Contactless OTA payments 95% by 2026 globally.

Statistic 60

Gen Alpha to drive 20% OTA bookings by 2030.

Statistic 61

OTA cybersecurity spend to double to $5B by 2028.

Statistic 62

Hyper-personalized OTA offers via ML 85% adoption 2027.

Statistic 63

OTA carbon offset integrations standard 80% by 2028.

Statistic 64

Global OTA VR tours to 50% hotel listings by 2027.

Statistic 65

Africa OTA CAGR 20% to $50B by 2030.

Statistic 66

OTA subscription models to 25% revenue by 2028.

Statistic 67

Quantum computing for OTA pricing by 2030 pilots.

Statistic 68

The global Online Travel Agency (OTA) market was valued at $512.3 billion in 2023, growing at a CAGR of 9.2% from 2018-2023.

Statistic 69

OTA bookings accounted for 65% of all online travel bookings globally in 2023, up from 58% in 2020.

Statistic 70

In Asia-Pacific, OTA market share reached 72% of total travel bookings in 2023.

Statistic 71

Europe's OTA sector expanded by 11.5% YoY in 2023 to €250 billion.

Statistic 72

North American OTA market hit $180 billion in 2023, driven by hotel bookings.

Statistic 73

Latin America's OTA growth rate was 15.8% in 2023, fastest regionally.

Statistic 74

Mobile OTA bookings grew 22% globally in 2023 to 45% of total OTA sales.

Statistic 75

China's OTA market dominated with $300 billion in 2023, 40% of global total.

Statistic 76

OTA penetration in flights reached 55% worldwide in 2023.

Statistic 77

India's OTA sector valued at $25 billion in 2023, CAGR 18% since 2019.

Statistic 78

Middle East OTA market grew 13% to $35 billion in 2023.

Statistic 79

Africa’s OTA bookings surged 28% in 2023 to $8.5 billion.

Statistic 80

OTA hotel bookings comprised 75% of total OTA revenue in 2023 globally.

Statistic 81

Global OTA market projected to hit $700 billion by 2027 at 8.5% CAGR.

Statistic 82

U.S. OTA market share of travel industry was 62% in 2023.

Statistic 83

Southeast Asia OTA volume reached $90 billion in 2023.

Statistic 84

OTA ancillary services grew 19% to $45 billion globally in 2023.

Statistic 85

Brazil's OTA market expanded 16% to $12 billion in 2023.

Statistic 86

OTA car rentals segment hit $50 billion worldwide in 2023.

Statistic 87

Australia/New Zealand OTA sales totaled $20 billion in 2023, up 10%.

Statistic 88

OTA commission rates averaged 15-20% for hotels in 2023 globally.

Statistic 89

Global OTA user base exceeded 1.2 billion active users in 2023.

Statistic 90

OTA vacation packages grew 12% to $80 billion in 2023.

Statistic 91

Russia's OTA market rebounded 14% to $15 billion post-2022.

Statistic 92

OTA market in Japan valued at $40 billion in 2023, CAGR 7%.

Statistic 93

Global OTA B2B transactions reached $100 billion in 2023.

Statistic 94

OTA share in luxury travel bookings was 45% in 2023.

Statistic 95

OTA growth in sustainable travel options was 25% in 2023.

Statistic 96

Total OTA transactions numbered 4.5 billion globally in 2023.

Statistic 97

OTA market in South Korea hit $18 billion in 2023.

Statistic 98

Expedia Group's total revenue reached $12.8 billion in 2023, up 10% YoY.

Statistic 99

Booking Holdings reported $21.4 billion revenue in 2023, 18% growth.

Statistic 100

Trip.com Group's OTA revenue was $6.3 billion in 2023.

Statistic 101

Airbnb's revenue from OTA-like services hit $9.9 billion in 2023.

Statistic 102

MakeMyTrip India generated $800 million revenue in FY2023.

Statistic 103

Agoda's revenue contribution to Booking was $3.2 billion in 2023.

Statistic 104

Despegar's Latin America revenue reached $700 million in 2023.

Statistic 105

eDreams ODIGEO reported €700 million revenue in FY2023.

Statistic 106

Ctrip (Trip.com) domestic revenue was $4.5 billion in 2023.

Statistic 107

Hotels.com brand revenue under Expedia was $2.1 billion in 2023.

Statistic 108

Booking.com's merchant model revenue grew 25% to $15 billion in 2023.

Statistic 109

trivago's revenue from OTAs was €800 million in 2023.

Statistic 110

Kayak's revenue hit $1.2 billion as part of Booking in 2023.

Statistic 111

Cleartrip's revenue surged to $300 million in India FY2023.

Statistic 112

Hotelbeds B2B OTA revenue was €4.5 billion in 2023.

Statistic 113

Lastminute.com revenue reached €500 million in 2023.

Statistic 114

Goibibo's revenue under MakeMyTrip was $250 million FY2023.

Statistic 115

Opodo Group's revenue totaled €1.2 billion in 2023.

Statistic 116

Qunar's OTA revenue was $1.8 billion in 2023.

Statistic 117

Orbitz revenue under Expedia was $900 million in 2023.

Statistic 118

ViaMichelin (part of OTA ecosystem) contributed $100 million.

Statistic 119

Yatra.com revenue hit $120 million in FY2023 India.

Statistic 120

TUI Group's OTA arm revenue was €2 billion in 2023.

Statistic 121

CheapTickets revenue $400 million under Expedia 2023.

Statistic 122

Tuniu China OTA revenue $500 million in 2023.

Statistic 123

Webjet Australia's revenue reached AUD 450 million in FY2023.

Statistic 124

Travelocity revenue $600 million Expedia 2023.

Statistic 125

Tongcheng Travel revenue $2.1 billion China 2023.

Statistic 126

Hotwire revenue $350 million Expedia 2023.

Statistic 127

Carrentals.co.uk revenue £150 million 2023.

1/127

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Commanding a staggering $512.3 billion in global sales in 2023, the Online Travel Agency industry has firmly entrenched itself as the undisputed powerhouse of travel planning, reshaping how the world books its getaways.

Key Takeaways

The global Online Travel Agency (OTA) market was valued at $512.3 billion in 2023, growing at a CAGR of 9.2% from 2018-2023.
OTA bookings accounted for 65% of all online travel bookings globally in 2023, up from 58% in 2020.
In Asia-Pacific, OTA market share reached 72% of total travel bookings in 2023.
Expedia Group's total revenue reached $12.8 billion in 2023, up 10% YoY.
Booking Holdings reported $21.4 billion revenue in 2023, 18% growth.
Trip.com Group's OTA revenue was $6.3 billion in 2023.
62% of OTA users are aged 25-44 years globally in 2023.
Women represent 54% of OTA booking users worldwide 2023.
Millennials make 45% of OTA bookings, Gen Z 25% in 2023.
Booking Holdings holds 28% global OTA market share in 2023.
Expedia Group commands 20% of worldwide OTA revenue 2023.
Trip.com Group leads China OTA with 55% domestic share 2023.
Global OTA AI adoption reached 75% by 2025 projection.
OTA metaverse bookings expected to hit $10 billion by 2028.
Mobile OTA share projected to 60% of total by 2027.

The global OTA market is rapidly growing and dominated by major players and mobile bookings.

Competitive Landscape

Booking Holdings holds 28% global OTA market share in 2023.
Expedia Group commands 20% of worldwide OTA revenue 2023.
Trip.com Group leads China OTA with 55% domestic share 2023.
Airbnb disrupts traditional OTAs with 15% hotel-like bookings share 2023.
MakeMyTrip holds 40% India OTA market share 2023.
Agoda dominates Southeast Asia OTAs with 35% share 2023.
Despegar leads Latin America OTA with 25% market share 2023.
Booking.com has 60% Europe hotel OTA share 2023.
trivago partners with 70% of top OTAs for metasearch 2023.
Hotelbeds B2B OTA serves 180,000+ hotels globally 2023.
eDreams ODIGEO has 20 million subscribers in Europe 2023.
Qunar holds 30% China metasearch OTA share 2023.
Webjet leads Australia OTA with 28% share 2023.
TUI Group OTA competes with 12% Europe package share 2023.
Yatra Online 15% India OTA share behind leaders 2023.
Tongcheng-Elong 25% China OTA share 2023.
Kayak metasearch drives 10% OTA traffic globally 2023.
Goibibo 20% India budget OTA share 2023.
Opodo 8% Europe OTA share 2023.
Tuniu niche China tours 5% OTA share 2023.

Competitive Landscape Interpretation

While giants like Booking and Expedia carve up the global map, the true story is a patchwork of regional champions, savvy disruptors like Airbnb, and behind-the-scenes wholesalers, proving that in travel, there is no single throne, just many fiercely contested castles.

Consumer Trends

62% of OTA users are aged 25-44 years globally in 2023.
Women represent 54% of OTA booking users worldwide 2023.
Millennials make 45% of OTA bookings, Gen Z 25% in 2023.
78% of OTA users prefer mobile apps for bookings in 2023.
Average OTA user books 4.2 trips per year globally 2023.
65% of Gen Z use OTAs for sustainable travel options 2023.
Urban dwellers account for 70% of OTA traffic in 2023.
52% of OTA users are loyalty program members 2023.
High-income earners (>100k USD) are 35% of OTA users 2023.
40% of OTA bookings influenced by user reviews in 2023.
Families represent 28% of OTA vacation package buyers 2023.
71% of OTA users compare prices across 3+ platforms 2023.
Solo travelers grew to 22% of OTA bookings in 2023.
55% of OTA users aged 35-54 book international trips 2023.
Social media influences 48% of OTA bookings among under-30s 2023.
60% of OTA users in Asia are under 35 years old 2023.
Repeat OTA users average 70% retention rate globally 2023.
Business travelers are 32% of OTA flight bookings 2023.
45% of OTA users prioritize flexible cancellation policies 2023.
LGBTQ+ travelers use OTAs 15% more than average 2023.

Consumer Trends Interpretation

The modern traveler is predominantly a mobile-first, deal-savvy urbanite—often a millennial woman—who books frequently, compares relentlessly, trusts reviews deeply, and increasingly values flexibility and sustainability, all while loyalty programs desperately try to keep her from browsing three other apps.

Future Projections

Global OTA AI adoption reached 75% by 2025 projection.
OTA metaverse bookings expected to hit $10 billion by 2028.
Mobile OTA share projected to 60% of total by 2027.
Global OTA market to grow to $850 billion by 2030, CAGR 10%.
Voice commerce in OTAs to reach 20% bookings by 2027.
Blockchain OTA transactions projected at 15% by 2028.
Sustainable OTA options to comprise 40% market by 2030.
AR/VR previews in OTAs to boost conversions 30% by 2026.
OTA personalization via AI to reach 90% user engagement 2027.
Asia OTA growth CAGR 12% to 2030.
U.S. OTA to stabilize at 65% market share by 2028.
Latin America OTA CAGR 14% through 2027.
OTA direct bookings challenge to rise to 30% by 2030.
Super apps integrating OTA to dominate China 70% by 2027.
OTA NFT loyalty programs to grow 50% annually to 2028.
Electric vehicle rentals via OTA to 25% share by 2030.
Space tourism OTAs emerge with $1B market by 2030.
OTA data analytics market to $15B by 2027.
Contactless OTA payments 95% by 2026 globally.
Gen Alpha to drive 20% OTA bookings by 2030.
OTA cybersecurity spend to double to $5B by 2028.
Hyper-personalized OTA offers via ML 85% adoption 2027.
OTA carbon offset integrations standard 80% by 2028.
Global OTA VR tours to 50% hotel listings by 2027.
Africa OTA CAGR 20% to $50B by 2030.
OTA subscription models to 25% revenue by 2028.
Quantum computing for OTA pricing by 2030 pilots.

Future Projections Interpretation

The modern OTA, having absorbed enough AI to earn a doctorate in clairvoyance, is now booking your sustainable metaverse vacation via voice command while quietly integrating blockchain and planning for your eventual suborbital holiday.

Market Size & Growth

The global Online Travel Agency (OTA) market was valued at $512.3 billion in 2023, growing at a CAGR of 9.2% from 2018-2023.
OTA bookings accounted for 65% of all online travel bookings globally in 2023, up from 58% in 2020.
In Asia-Pacific, OTA market share reached 72% of total travel bookings in 2023.
Europe's OTA sector expanded by 11.5% YoY in 2023 to €250 billion.
North American OTA market hit $180 billion in 2023, driven by hotel bookings.
Latin America's OTA growth rate was 15.8% in 2023, fastest regionally.
Mobile OTA bookings grew 22% globally in 2023 to 45% of total OTA sales.
China's OTA market dominated with $300 billion in 2023, 40% of global total.
OTA penetration in flights reached 55% worldwide in 2023.
India's OTA sector valued at $25 billion in 2023, CAGR 18% since 2019.
Middle East OTA market grew 13% to $35 billion in 2023.
Africa’s OTA bookings surged 28% in 2023 to $8.5 billion.
OTA hotel bookings comprised 75% of total OTA revenue in 2023 globally.
Global OTA market projected to hit $700 billion by 2027 at 8.5% CAGR.
U.S. OTA market share of travel industry was 62% in 2023.
Southeast Asia OTA volume reached $90 billion in 2023.
OTA ancillary services grew 19% to $45 billion globally in 2023.
Brazil's OTA market expanded 16% to $12 billion in 2023.
OTA car rentals segment hit $50 billion worldwide in 2023.
Australia/New Zealand OTA sales totaled $20 billion in 2023, up 10%.
OTA commission rates averaged 15-20% for hotels in 2023 globally.
Global OTA user base exceeded 1.2 billion active users in 2023.
OTA vacation packages grew 12% to $80 billion in 2023.
Russia's OTA market rebounded 14% to $15 billion post-2022.
OTA market in Japan valued at $40 billion in 2023, CAGR 7%.
Global OTA B2B transactions reached $100 billion in 2023.
OTA share in luxury travel bookings was 45% in 2023.
OTA growth in sustainable travel options was 25% in 2023.
Total OTA transactions numbered 4.5 billion globally in 2023.
OTA market in South Korea hit $18 billion in 2023.

Market Size & Growth Interpretation

While OTAs are essentially digital concierges with a taste for commission, they now practically own the suitcase, commanding the vast majority of online travel bookings as the industry balloons toward a $700 billion future.

Revenue Statistics

Expedia Group's total revenue reached $12.8 billion in 2023, up 10% YoY.
Booking Holdings reported $21.4 billion revenue in 2023, 18% growth.
Trip.com Group's OTA revenue was $6.3 billion in 2023.
Airbnb's revenue from OTA-like services hit $9.9 billion in 2023.
MakeMyTrip India generated $800 million revenue in FY2023.
Agoda's revenue contribution to Booking was $3.2 billion in 2023.
Despegar's Latin America revenue reached $700 million in 2023.
eDreams ODIGEO reported €700 million revenue in FY2023.
Ctrip (Trip.com) domestic revenue was $4.5 billion in 2023.
Hotels.com brand revenue under Expedia was $2.1 billion in 2023.
Booking.com's merchant model revenue grew 25% to $15 billion in 2023.
trivago's revenue from OTAs was €800 million in 2023.
Kayak's revenue hit $1.2 billion as part of Booking in 2023.
Cleartrip's revenue surged to $300 million in India FY2023.
Hotelbeds B2B OTA revenue was €4.5 billion in 2023.
Lastminute.com revenue reached €500 million in 2023.
Goibibo's revenue under MakeMyTrip was $250 million FY2023.
Opodo Group's revenue totaled €1.2 billion in 2023.
Qunar's OTA revenue was $1.8 billion in 2023.
Orbitz revenue under Expedia was $900 million in 2023.
ViaMichelin (part of OTA ecosystem) contributed $100 million.
Yatra.com revenue hit $120 million in FY2023 India.
TUI Group's OTA arm revenue was €2 billion in 2023.
CheapTickets revenue $400 million under Expedia 2023.
Tuniu China OTA revenue $500 million in 2023.
Webjet Australia's revenue reached AUD 450 million in FY2023.
Travelocity revenue $600 million Expedia 2023.
Tongcheng Travel revenue $2.1 billion China 2023.
Hotwire revenue $350 million Expedia 2023.
Carrentals.co.uk revenue £150 million 2023.

Revenue Statistics Interpretation

Even with giants like Booking and Expedia towering over the landscape, the online travel ecosystem is a surprisingly fertile plain where everyone, from continental leaders like Despegar to scrappy local specialists like Cleartrip, can still find a lucrative patch of ground to cultivate.

Sources & References

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