Online Travel – Thematic Intelligence

Online Travel Thematic Report Overview

Increased digitization, greater mobile phone usage, and the proliferation of the internet are the key factors driving the rapid and healthy growth of the online travel market. The online travel industry has been prioritizing personalization as loyalty to a particular brand is being replaced by a traveler’s loyalty to their preferences. In addition, social media has become a strategic channel for marketing and customer service.

The online travel thematic intelligence report gives you an in-depth insight into the online travel theme and its impact on the travel and tourism industry. It further entails a deep-dive analysis of the industry, including real-life case studies that showcase how destinations and companies have responded to the impact of this theme on their operations. The report identifies the key market trends that will shape the online travel market over the coming years and gives an insight into the market players and the competitive landscape within the online travel theme.

Online Travel – Key Trends

The main trends that will shape the online travel theme over the next 12 to 24 months are classified into consumer trends, enterprise trends, and industry trends.

• Consumer trends: The key consumer trends that will impact the online travel theme are the growing need for companies to develop a social media presence, online booking, the rise of alternative accommodations, the desire for personalization, and digital nomadism, among others.
• Enterprise trends: Investment in cybersecurity, the increasing popularity of loyalty schemes, extensive use of travel apps, digital partnerships, and seamless integration of various travel services, platforms, and experiences are a few of the key enterprise trends that will drive the market in the coming months.
• Industry trends: Implementation of artificial intelligence (AI) and machine learning (ML), increased demand for effective cybersecurity, conversational platforms, prioritizing experience over possessions, and the adoption of blockchain and cryptocurrency are part of the industry trends impacting the online travel market.

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Online Travel – Industry Analysis

Companies operating within the travel and tourism sector will need to expand and invest in their digital presence to succeed in the market. As travelers increasingly turn to mobile and online as their primary channels, businesses will need to cultivate an active, authentic, and consistent online presence. Moreover, social media has become a strategic channel for marketing and customer service. Businesses should focus on developing robust social media strategies to remain relevant, facilitate further engagement, build and nurture trust, and even help expedite problem-solving.

The online travel industry analysis also covers:

• Impact of online travel on travel & tourism
• Challenges of online travel in travel & tourism
• Recommendations for online travel in travel & tourism
• Case studies
• Timeline

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Online Travel - Value Chain Analysis

The online travel value chain can be divided into third-party suppliers, direct suppliers, and ancillary suppliers.

Third-party suppliers: Travelers are becoming accustomed to using third-party suppliers such as online travel agents (OTAs). Companies such as Expedia Group and Booking Holdings are leaders in the OTA space and have contributed to the demise of in-store travel agents. Moreover, OTAs are always open and accessible to customers.

Online Travel Value Chain Analysis

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Leading Public Companies

The leading listed players associated with the online travel theme are:

• Airbnb
• Booking Holdings
• com Corp

Leading Private Companies

The leading private companies associated with the online travel theme are:

• Cleartrip
• GAdventures
• Hays Travel

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Airlines Sector Scorecard

At GlobalData, we use a scorecard approach to predict tomorrow’s leading companies within each sector. Our sector scorecard has three screens: a thematic screen, a valuation screen, and a risk screen.

• The thematic screen ranks companies based on overall leadership in the 10 themes that matter most to their industry, generating a leading indicator of future performance.
• The valuation screen ranks our universe of companies within a sector based on selected valuation metrics.
• The risk screen ranks companies within a particular sector based on overall investment risk.

Airlines Sector Scorecard– Thematic Screen

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The online travel sector scorecard also covers:

• Rail and road transport sector scorecard
• Travel intermediaries sector scorecard

Scope

• This thematic report provides an overview of the impact online travel has on the travel sector and seeks to understand some of the contributory factors.
• The report provides the key trends within this theme split into three categories: consumer trends, enterprise trends, and industry trends.
• The report includes several case studies to analyze the multiple ways countries and companies have responded to the impact of this theme’s growth and what they are doing to grow with this theme.

Key Highlights

Within the online travel sphere, it is increasingly common to see larger players in lodging providers and airlines. Both sectors now have a well-established presence in the online travel space, offering direct booking and reservation portals for their customers. Companies such as Hilton, easyJet, and Ryanair are considered leaders within the online travel theme due to the adoption and integration of technology and key advancements such as Big Data, artificial intelligence, machine learning, and travel apps.

To accelerate recovery from the pandemic, companies must attempt to drive direct bookings, as less capital is leaked this way. Loyalty programs can be used here; a customer that is part of a loyalty program will likely re-book directly to receive future rewards and perks. Due to the changing needs and demands of the modern traveler, travel booking has evolved from traditional high street stores with in-person travel agents to a highly fragmented online marketplace of travel products and suppliers.

Companies have had to shift the focus away from a high street presence towards an asset-light, online-only operation to remain current in the ever-competitive online space. This trend will further accelerate as internet penetration grows worldwide and online platforms become the preferred method for travelers to find information and make transactions.

Reasons to Buy

• Understand the current online travel trends within the travel landscape and how these will escalate soon.
• Assess how travel and tourism companies such as tour operators, OTAs, and DMOs are utilizing online travel to drive revenues.
• Acknowledge the potential pitfalls of using online travel by understanding the social, cultural, and environmental effects on the destination.
• Discover recommendations for businesses involved in online travel.
• GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors.
• It has a proven track record of identifying important themes early, enabling companies to make the right investments ahead of the competition, and securing that all-important competitive advantage.
• The travel and tourism supply chain now has an opportunity to capitalize on online travel, and there are notable examples of this. This report elaborates on how this theme will continue to be a key theme in the future travel landscape.