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Supplier or OTA? How U.S. Online Travelers Decide Where to Shop and Book

The travel shopping landscape in the U.S. is drastically different than it was a decade ago. Every airline and hotel is pushing loyalty and rewards programs while making direct shopping and booking as easy as possible through user-friendly websites and apps. Meanwhile, online travel agencies (OTAs) are offering an easy way to compare several suppliers in hopes of offering a better price and securing the booking.

This white paper breaks down the online behaviors and motivations of U.S. travel customers during the shopping phase and booking phases. You’ll learn exactly how and why shoppers navigate between supplier websites and online travel agencies during consideration and when they’re ready to make a purchase.

There are myriad reasons Americans make online shopping and booking decisions. You’ll learn what factors influence channel choice, how flight shopping and booking differs from hotel shopping and booking, the top ten reasons U.S. travelers book through OTAs or direct, and how this landscape is expected to change as mobile devices continue to take a higher share of use in the U.S.

Make sure you understand how consumers are reacting to this marketplace’s options and download Supplier or OTA? How US Online Travelers Shop and Book Online.

Key Takeaways

  • U.S. travelers shop via OTAs, but are more likely to book via a supplier website.
  • Ease of use and loyalty programs sway booking channel choices.
  • Mobile and metasearch are shaking up online channel dynamics.

Featured in this report:

Online booking channels