Online Travel

From dominant OTAs to rising digital disruptors, the online travel ecosystem is in constant flux. Platforms are racing to capture consumer demand through smarter pricing, AI-driven personalization, and evolving distribution models.

Skift Research delivers deep dives and in-depth reporting into the strategies of major players, analyzing market share shifts, direct booking battles, and the role of fintech in travel payments

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We explore how regulatory changes, super apps, and loyalty ecosystems are reshaping online travel’s competitive landscape.

With insights on consumer booking behavior, shifting marketing dynamics, and the next wave of industry innovation, our research equips travel executives with the intelligence needed to navigate this fast-moving digital space.

Online Travel

Global Online Travel Sector Market Estimates 2025

The global online travel agency (or OTA) market is experiencing sustained, moderate growth, fueled by resilient international travel demand and rapid digital transformation across all travel sectors. The OTA market, valued at $94 billion in 2024, is projected to reach $107 billion by 2026, growing at a steady rate of 7%.
Saniya Zanpure |
Online Travel

The State of Online Travel 2025

In the post-pandemic environment, volatility returns: not from viruses, but from economic headwinds and disruption of the current distribution landscape. In 2025, the winners will be those who adapt quickly to a more fragmented, tech-driven landscape.
Pranavi Agarwal |
Online Travel

Company Profiles: MakeMyTrip

In 2024, MakeMyTrip saw double-digit revenue growth, rapid profit margin expansion, and share price growth outperforming all other major OTAs. This 40-chart factbook delves into MakeMyTrip's financials to better understand its growth trajectory in a burgeoning Indian travel market.
Pranavi Agarwal |
Hospitality

Hotel Distribution Outlook 2024

By 2030, direct digital bookings will dominate hotel distribution, generating over $400 billion of hotel gross bookings — overtaking the online travel agencies which are expected to bring in a smaller $333 billion of hotel bookings.
Pranavi Agarwal |
Consumer Habits

How Authentic Experiences Shape the New Tourism Economy

The tours and experiences space is rapidly evolving in an altered post-COVID-19 market, driven by desires for authenticity, immersion, and “experiencing like a local”. Not only is this a major opportunity for tour operators and travel agents, but experiences also drive extension of trips, presenting opportunities for the accommodation and other travel sub-sectors as well.
Robin Gilbert-Jones |