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Understanding Online Travel Market Share: New and Established Players
The distribution of Online Travel Market Share reveals dominance by established OTAs like Booking.com and Expedia while regional players capitalize on local expertise and digital-native approaches. The rest of the world’s share is growing fast from USD 35.18 billion in 2017 to USD 67.81 billion in 2023, with South America emerging as the fastest expanding market.
Emerging markets are becoming increasingly important, driven by rising smartphone accessibility and digital payment infrastructure. Local platforms differentiate by tailoring services to cultural preferences and languages, enhancing user stickiness.
Consumers benefit from competition through improved service quality, innovative offerings, and regional promotions, while major players push technological limits with AI and data analytics.
Consolidations, partnerships, and ecosystem expansions mark market shifts, driving greater efficiency and customer reach.
The ongoing balance between global brands and regional innovators shapes the evolving landscape of the online travel market.
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