Online Travel Agencies (OTAs) have solidified their position as indispensable platforms in the travel industry, consistently driving bookings and revenue for hotels worldwide. Data from Cloudbeds, compiled from thousands of properties between 2021 and 2024, reveals a steady growth trajectory for OTAs. While industry giants like Booking.com, Expedia, and Airbnb maintain their dominance as top revenue generators, the rise of Asia-centric OTAs such as Agoda and Traveloka signals the increasing influence of Asian travelers in the global market.
Understanding the landscape of online travel agencies is crucial for hoteliers aiming to optimize their distribution strategies and maximize revenue. This guide delves into the top-performing OTAs of 2024, exploring both global leaders and niche players, to equip properties with the knowledge needed to make informed decisions.
Global Leaders in Online Travel Agencies: Top Revenue Generators
The following platforms have consistently demonstrated their ability to deliver substantial revenue to hotel partners, securing their positions as the highest revenue-generating online travel agencies in the global market.
1. Booking.com
Booking.com stands as a global behemoth in the online travel sector, boasting over 4.5 billion guest arrivals since 2010. Accessible in 45 languages via website and mobile apps, the platform features an extensive inventory of properties across 220+ countries, backed by over 350 million verified guest reviews. As part of Booking Holdings, its reach extends to other prominent travel brands and metasearch engines, including Priceline, KAYAK, Agoda, Rentalcars.com, and OpenTable, creating a vast network for traveler engagement. For hotels, connecting with Booking.com means tapping into a massive global audience actively seeking accommodation.
2. Expedia
Expedia.com, the flagship brand of Expedia Group, represents another titan in the online travel agency sphere. Expedia Group’s portfolio encompasses 200 travel booking websites, such as Hotwire, Orbitz, Trivago, and Travelocity, collectively serving 75 countries in 35 languages and attracting over 600 million monthly visits. Beyond accommodations, Expedia facilitates bookings for flights, car rentals, cruises, and vacation packages, positioning itself as a comprehensive travel planning resource. For properties, the Expedia connection broadens distribution to include Hotels.com, Wotif, and numerous other service providers within the Expedia Group network, significantly expanding market reach.
3. Airbnb
Airbnb Homepage
Airbnb has undergone a remarkable evolution, expanding its offerings while preserving its core appeal of unique, locally-rooted accommodations. Initially renowned for distinctive stays and immersive local experiences, Airbnb has broadened its inventory to incorporate boutique hotels and traditional lodging options. This strategic expansion was significantly propelled by the acquisition of HotelTonight in 2019, a platform specializing in last-minute hotel bookings. For hotels seeking to attract travelers looking for both conventional and unconventional stays, Airbnb presents a powerful channel to diversify their reach.
4. Agoda
Agoda, established in 2005 and acquired by Booking Holdings in 2007, has emerged as a leading online travel agency, particularly dominant in the Asian market. Available in 39 languages, Agoda focuses on listing a wide spectrum of property types, catering to diverse traveler preferences. While firmly established as a top booking site in Asia, Agoda is strategically expanding its presence in the US, India, and European markets, indicating its growing global ambitions. For properties aiming to capture the burgeoning Asian travel market and diversify their international reach, Agoda represents a key platform.
5. Hostelworld
Hostelworld, founded in 1999 and headquartered in Dublin, Ireland, distinguishes itself as a leading OTA specializing in hostel accommodations. Partnering with hostels in over 180 countries and offering services in approximately 20 languages, Hostelworld caters to budget-conscious and social travelers. While primarily focused on hostels, the platform also includes hotels, bed and breakfasts, and other budget-friendly options, broadening its appeal. Emphasizing social travel, Hostelworld aims to connect like-minded travelers through its website and mobile app, fostering a community-driven booking experience. For hostels and budget accommodations, Hostelworld provides a targeted channel to reach their specific audience.
6. Trip.com
Trip.com Group Limited, formerly known as Ctrip.com International, is a global travel service provider established in 1999. Operating a portfolio of travel brands including Trip.com, Skyscanner, Ctrip, and Qunar, the company offers a comprehensive suite of services encompassing hotel accommodations, transportation ticketing (flights and trains), packaged tours, and corporate travel management. Initially dominant in the Chinese market, Trip.com Group has significantly expanded its global footprint, serving travelers worldwide through websites and mobile apps available in 40 languages. For properties seeking access to the vast Chinese travel market and a growing international audience, Trip.com offers a valuable connection.
7. Hotelbeds
Hotelbeds, now operating under the HBX Group brand, is a leading B2B travel technology company headquartered in Palma de Mallorca, Spain. Connecting to Hotelbeds provides properties with unparalleled access to the travel industry’s largest network of B2B buyers, including over 60,000 tour operators, travel agents, airlines, and loyalty and point perks programs. This B2B focus makes Hotelbeds particularly advantageous for properties seeking to expand their reach within the business travel segment and establish partnerships with key industry players.
8. Traveloka
Based in Indonesia, Traveloka stands as one of Asia’s largest online travel agencies. Listing hundreds of thousands of properties across Southeast Asia, Australia, and globally, Traveloka offers a strong presence in the Asian travel market. Beyond accommodations, the company extends its services to lifestyle products and services, including tickets to attractions, activities, car rentals, and restaurant vouchers, creating a holistic travel and lifestyle platform. For properties targeting the Southeast Asian market and travelers seeking comprehensive travel and lifestyle solutions, Traveloka presents a significant channel.
9. Despegar/Decolar
Despegar.com Corp., founded in 1999, is the leading travel technology company in Latin America, operating under the global brand Despegar and the Brazilian brand Decolar. Offering a comprehensive suite of travel products, Despegar streamlines the booking process for airfare, travel packages, hotel bookings, car rentals, bus and cruise tickets, travel insurance, and destination services. For properties seeking to penetrate the Latin American travel market, Despegar/Decolar provides a dominant platform with deep regional expertise.
10. Vrbo
Vrbo, with over 2 million bookable vacation rentals, specializes in connecting travelers with a wide array of vacation homes. Catering to diverse needs and preferences, Vrbo offers accommodations ranging from intimate cabins for romantic getaways to spacious villas ideal for large family reunions or group vacations. For properties focused on vacation rentals, Vrbo provides a leading platform to reach travelers specifically seeking this type of accommodation.
Regional Online Travel Agency Trends: Top Performers by Country
Analyzing Cloudbeds data reveals regional variations in OTA performance, highlighting the importance of considering geographic nuances when strategizing OTA distribution. Agoda and Trip.com have shown notable growth across various countries, reflecting broader global trends. Additionally, luxury OTAs like Tablet Hotels and Mr & Mrs Smith have gained traction, indicating the expanding luxury travel market segment.
Here are the top revenue-generating OTAs in key travel destinations:
Top 10 OTAs in the U.S.
- Booking.com
- Expedia
- Airbnb
- Agoda
- Hostelworld
- Vrbo
- Trip.com
- Hotelbeds
- Vacatia
- Hotelnet
Top 10 OTAs in Canada
- Booking.com
- Expedia
- Airbnb
- Hostelworld
- Agoda
- Vrbo
- Dorms.com
- Hotelnet
- Hotelbeds
- Trip.com
Top 10 OTAs in Mexico
- Booking.com
- Expedia
- Airbnb
- Hostelworld
- Despegar/Decolar
- PriceTravel
- Keytel
- Agoda
- Tablet Hotels
- Hotelnet
Top 10 OTAs in Spain
- Booking.com
- Expedia
- Hostelworld
- Airbnb
- Agoda
- Hotelbeds
- Mr & Mrs Smith
- Trip.com
- Keytel
- Dorms.com
To explore top-performing OTAs in other regions, including Portugal, UK, Brazil, Colombia, Australia, Philippines, and Thailand, refer to the comprehensive “Big Book of OTAs.”
Niche Online Travel Agencies: Targeting Specific Travel Segments
Niche OTAs cater to specific audiences and travel preferences, representing a valuable segment within the online travel agency ecosystem. These specialized platforms focus on distinct niches such as ski travel, camping and glamping, adventure travel, and luxury travel, among others.
Niche online travel agencies can be highly effective due to their targeted approach, attracting specific guest segments that align with a property’s offerings. Identifying relevant niche segments allows properties to explore strategic partnerships and tailor their offerings to enhance guest experiences. For example, a beachfront property could partner with local surf instructors and offer lessons through their booking engine to attract surfing enthusiasts, creating a more tailored and appealing guest experience.
While initial bookings may originate through niche OTAs, these platforms play a crucial role in fostering guest loyalty and encouraging direct bookings in the long term. By attracting guests with specific interests and providing tailored experiences, niche OTAs contribute to building direct relationships and reducing reliance on broader distribution channels.
The niche OTA landscape has witnessed significant growth, particularly in surf & sport OTAs and luxury OTAs, reflecting evolving traveler preferences and demands for specialized experiences.
Highlighted Niche OTAs: Surf & Sports
The global surfing tourism market is projected to experience substantial growth, with predictions indicating a compound annual growth rate of 6%, reaching $17.1 billion USD by 2032. Travelers increasingly seek unique and activity-focused experiences, driving demand for properties catering to specific interests like surfing.
Leading revenue-generating Surf & Sport OTAs include:
Thermal: Offers a curated selection of surf trips worldwide, emphasizing exceptional guides and authentic experiences.
Good Story: Features surf hotels and internationally recognized surf schools and camps for surfers of all skill levels.
Surf Holidays: Provides unique accommodations combined with quality local surf instruction for memorable surf holidays in top surfing destinations.
Luex Surf & Snow Travel: Connects travelers with operators offering unique sports travel experiences and products.
Ridescope: Facilitates online bookings for accommodations, activities, and flights near prime surfing, kitesurfing, and board-sport locations.
Highlighted Niche OTAs: Luxury
The luxury travel market is also experiencing significant growth, projected to grow at a CAGR of 7.9% from 2024 to 2030. Bookings at five-star hotels are on the rise, reflecting increased demand for luxury amenities and experiences. This growth is fueled by increasing international travel, rising middle-class incomes, and a growing appetite for luxury travel.
Leading OTAs catering to luxury travelers include:
Mr & Mrs Smith: Features a meticulously curated collection of hotels, anonymously evaluated and visited by staff, operating on an invitation-only basis for exclusive properties.
Prestigia: Offers a hand-selected collection of high-quality and unique hotels worldwide, providing best price guarantees, promotions, and exclusive offers.
icastelli.net: Specializes in luxurious, historical, and unique high-level hotels, including exclusive boutique hotels, golf hotels, and spa hotels.
i-escape: Provides unforgettable travel experiences, including eco-retreats, safari lodges, and boutique hotels, offering an award-winning booking system and personalized travel consultant advice.
Tablet Hotels: The official hotel selection of the MICHELIN Guide, showcasing hotels that deliver meaningful experiences to guests across various budget ranges within the luxury and boutique segments.
Spotlight – LGBTQIA+ OTAs
The global LGBTQIA+ travel market represents a significant segment, valued at over $568.5 billion USD annually. While progress towards inclusivity has been made, discrimination remains a concern for LGBTQIA+ travelers. Studies reveal that a significant percentage of LGBTQ+ travelers have experienced discrimination or canceled trips due to concerns about destination safety and inclusivity.
OTAs like ebab are emerging to address this need, providing safe and welcoming accommodation options for the LGBTQIA+ community. These platforms play a crucial role in promoting inclusive travel and ensuring a positive experience for LGBTQIA+ travelers.
Top OTAs by Property Type
While major global OTAs demonstrate broad appeal across property types, certain platforms exhibit stronger performance within specific segments. Hostelworld, for instance, has traditionally been favored for hostel bookings, while Vrbo and Airbnb have catered to vacation rentals. However, trends indicate increasing adoption of Airbnb by hotels, particularly those with unique and independent styles.
For a detailed breakdown of the top five most popular channel connections by property type, including Hotels & Boutiques, Hostels, Vacation Rentals, and Bed & Breakfasts, consult the “Big Book of OTAs.” This resource provides valuable insights into optimizing OTA distribution strategies based on property type.
Conclusion: Strategic OTA Partnerships for Revenue Optimization
Online travel agencies remain critical components of a successful hotel distribution strategy. By understanding the performance of top global OTAs, regional trends, niche market opportunities, and property-specific platform preferences, hoteliers can make informed decisions to maximize revenue and reach diverse traveler segments. Strategic partnerships with the right online travel agencies are essential for navigating the evolving travel landscape and achieving optimal business outcomes in 2024 and beyond.
