Hotels, OTAs, Metasearch or Rentals:

Who's Winning in Traffic and Conversion?

In Partnership
with

Douglas Quinby Pete Comeau John Reiss

Vice President, Research Senior Vice President, Sales Director
Phocuswright Inc. Research Sales Jumpshot
Phocuswright Inc.

April 12, 2017

Hotels, OTAs, Metasearch or Rentals:
Who's Winning in Traffic and Conversion?
In Partnership with Jumpshot

April 12 2017

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 Copyright
All Phocuswright Inc. publications are protected by copyright. It is illegal under
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3 2017 Phocuswright Inc. All Rights Reserved.

 About Phocuswright
Phocuswright is the travel industry research authority on how travelers, suppliers and
intermediaries connect. Independent, rigorous and unbiased, Phocuswright fosters smart
strategic planning, tactical decision-making and organizational effectiveness.
Phocuswright delivers qualitative and quantitative research on the evolving dynamics that
influence travel, tourism and hospitality distribution. Our marketplace intelligence is the
industry standard for segmentation, sizing, forecasting, trends, analysis and consumer
travel planning behavior. Every day around the world, senior executives, marketers,
strategists and research professionals from all segments of the industry value chain use
Phocuswright research for competitive advantage.

To complement its primary research in North and Latin America, Europe and Asia,
Phocuswright produces several high-profile conferences in the United States, Europe and
Asia Pacific, and partners with conferences in China, Singapore and the United Arab
Emirates. Industry leaders and company analysts bring this intelligence to life by debating
issues, sharing ideas and defining the ever-evolving reality of travel commerce.
The company is headquartered in the United States with Asia Pacific operations based in
India and local analysts on five continents.

Phocuswright is a wholly owned subsidiary of Northstar Travel Media, LLC.

4 2017 Phocuswright Inc. All Rights Reserved.

 Comprehensive Web Traffic Analysis of
the U.S. Online Accommodation Market
U.S. Accommodation: Clickstream & Conversion Highlights 2014-2016 is the
first in a special collection of reports that analyze traffic, conversion and referral
trends, with competitive analysis on online travels most influential brands.
Choose from seven in-depth segment reports for $295 each,
or purchase the full series for $1,095.
In-Depth Segment Reports:
Hotel Suppliers: Traffic & Conversion $295
Online Travel Agencies: Hotel Path Traffic & Conversion $295
Metasearch: Hotel Path Traffic $295
Private Accommodation: Traffic & Conversion $295
Online Accommodation Brand Analysis: Traffic & Conversion $295
The Battle for Lifetime Value: Customer Loyalty in Online Accommodation $295
Referral Trends in Online Accommodation: Googles in Charge $295

Click here to purchase the entire U.S. Accommodation:

Clickstream & Conversion series for $1,095.

5 2017 Phocuswright Inc. All Rights Reserved.

 About This Report

U.S. Accommodation: Clickstream & Conversion Highlights 2014-2016

presents analysis of traffic trends for the U.S. online accommodation
marketplace. Phocuswright partnered with Jumpshot, a marketing analytics firm,
to collect monthly unique visitor, conversion and referral data for desktop and
mobile websites. The report covers hotel and private accommodation websites,
as well as the hotel paths of online travel agencies (OTAs) and metasearch
sites. The data in this analysis does not include mobile apps.

Phocuswright has indexed Jumpshot unique visitor data on a scale of one to

100. This index presents the relative performance of each category and brand.

For information about other reports in Phocuswrights U.S. Accommodation:

Clickstream & Conversion 2014-2016 series, click here.

6 2017 Phocuswright Inc. All Rights Reserved.

 About the Data Presented Here

Clickstream, based on Jumpshot panel and analytics

Index of Monthly Unique Visitors (MUV)
Conversion (percent of MUVs)
Geo: U.S. only
Hotel path only for OTAs, metasearch
Timeframe: 2014 1H2016
Desktop and mobile web (apps not included)

For information about other reports in Phocuswrights U.S. Accommodation:

Clickstream & Conversion 2014-2016 series, click here.

7 2017 Phocuswright Inc. All Rights Reserved.

 Key Terms
Unique visitors: The number of distinct individuals requesting pages from a
website during a given time period. All unique visitor data is indexed on a scale
of 1-100 to show the relative size and growth of the studied websites/categories over time.

Monthly average unique visitors: The average number of unique visitors per website
within an individual category.

Conversions: The share of unique visitors who complete a transaction.

Note on private accommodation: conversion data for private accommodation includes reservation requests for on-
request listings. A portion of those reservation requests are declined and therefore do not represent actual bookings,
but requests to book. This conversion data does not distinguish between accepted and declined reservation requests.

Page views: The number of pages called and viewed in the browser.

Referrals: This refers to the website a visitor viewed either directly preceding (referral from)
or following (referral to) another website.

Source: Phocuswright's U.S. Accommodation: Clickstream & Conversion 2014-2016 and Jumpshot

8 2017 Phocuswright Inc. All Rights Reserved.

 Desktop and Mobile Websites Tracked
The chart below lists the websites included in each category. The color-coded cells indicate
ownership for each of the companies: yellow for Expedia Inc. and blue for the Priceline Group.
Airbnb and TripAdvisor are the only intermediaries not owned by either. Expedia Inc. retains a
controlling stake in Trivago following its IPO in December 2016.

OTAs Metasearch
Hotel Websites Private Accommodation
(hotel path only) (hotel path only)

Best Western Booking.com KAYAK Airbnb

Choice Hotels Expedia TripAdvisor HomeAway

Hilton Hotels.com Trivago VRBO

Hyatt Priceline

Marriott Travelocity

Starwood

Source: Phocuswright's U.S. Accommodation: Clickstream & Conversion 2014-2016 and Jumpshot

9 2017 Phocuswright Inc. All Rights Reserved.

 Jumpshot is a marketing analytics platform that helps marketers understand
their customers entire online lives. From the key sources of site traffic to browsing
and buying behavior on the site and where customers go once theyve left,
Jumpshot reveals the entire customer journey. Jumpshot analyzes the clickstream
of its 100-million global consumer panel, 42% of which are on mobile devices,
from early 2014 until yesterday. By analyzing actual click, browsing and shopping
behavior of the largest consumer panel in the industry, Jumpshot provides
organizations with unmatched digital marketing analytics.

10 2017 Phocuswright Inc. All Rights Reserved.

Online Lodging Overview:
Traffic & Conversion
Whos on top?
OTAs but not by that much
 Desktop Monthly Average Unique Visitors by Segment,
January 2014 June 2016
Hotels OTA Private Accommodation Metasearch
100

90

80

70

60

50

40

30

20

10

Oct-15
Feb-14
Mar-14
Apr-14
May-14

Oct-14

Feb-15
Mar-15
Apr-15
May-15

Feb-16
Mar-16
Apr-16
May-16
Jan-14

Jun-14

Aug-14
Sep-14

Nov-14
Dec-14
Jul-14

Jan-15

Jun-15

Aug-15
Jul-15

Sep-15

Nov-15
Dec-15
Jan-16

Jun-16
Note: Unique visitor data is indexed.
Source: Phocuswright's U.S. Accommodation: Clickstream & Conversion 2014-2016 and Jumpshot

13 2017 Phocuswright Inc. All Rights Reserved.

Mobile is big.
 Polling Question

But just how big? The mobile webs

share of online travel traffic is?

A. 20%
B. 40%
C. 60%
D. 80%

15 2017 Phocuswright Inc. All Rights Reserved.

 Mobile Share of Unique Visitors by Segment,
1H14 vs. 1H16

1H14 1H16
30%

25%

20%

15%

10%

5%

0%
Hotels OTA Pvt Acc. Metasearch

Source: Phocuswright's U.S. Accommodation: Clickstream & Conversion 2014-2016 and Jumpshot

16 2017 Phocuswright Inc. All Rights Reserved.

Conversion is king.
So who reigns?
 Monthly Average Conversion Rates by Segment for
Desktop and Mobile, January 2014 June 2016

Hotels Desktop Hotels Mobile

OTA Desktop OTA Mobile
Private Accommodation Desktop Private Accommodation Mobile
14%

12%

10%

8%

6%

4%

2%

0%

Source: Phocuswright's U.S. Accommodation: Clickstream & Conversion 2014-2016 and Jumpshot

18 2017 Phocuswright Inc. All Rights Reserved.

 Monthly Average Conversion Rates by Segment for
Desktop and Mobile, January 2014 June 2016

Hotels Desktop Hotels Mobile

OTA Desktop OTA Mobile
Private Accommodation Desktop Private Accommodation Mobile
14%

12%

10%

8%

6%

4%

2%

0%

Source: Phocuswright's U.S. Accommodation: Clickstream & Conversion 2014-2016 and Jumpshot

19 2017 Phocuswright Inc. All Rights Reserved.

20 2017 Phocuswright Inc. All Rights Reserved.
 Desktop Conversion Rates by Hotel Brand, June 2014
June 2016, and Introduction of Members-Only Rates

Introduced members-only rates

14%

12%

10%

8%

6%

4%

2%

0%

Source: Phocuswrights U.S. Accommodation: Traffic & Conversion 2014-2016 and Jumpshot

21 2017 Phocuswright Inc. All Rights Reserved.

Key Brand Analysis
Whos on top in traffic
 Desktop Monthly Average Unique Visitors by Brand,
January 2014 June 2016

100

90

80

70

60

50

40

30

20

10

Airbnb Booking.com Expedia Hilton TripAdvisor

Note: Unique visitor data is indexed.

Source: Phocuswrights U.S. Accommodation: Traffic & Conversion 2014-2016 and Jumpshot

23 2017 Phocuswright Inc. All Rights Reserved.

Competitive Analysis
Whos on top in conversion
 Desktop Conversion of Unique Visitors by Brand,
January 2014 June 2016

18%

16%

14%

12%

10%

8%

6%

4%

2%

0%

Airbnb Booking.com Expedia Hilton TripAdvisor

Source: Phocuswrights U.S. Accommodation: Traffic & Conversion 2014-2016 and Jumpshot

25 2017 Phocuswright Inc. All Rights Reserved.

Repeat Bookers
Who comes back
 Average Monthly Bookings Per Unique Booker on Desktop
by Brand,1H14 vs. 1H16
8

1H14 1H16
6

0
Airbnb HomeAway Hilton Booking.com Expedia

Source: Phocuswright Inc.

27 2017 Phocuswright Inc. All Rights Reserved.

Demand Acquisition
Google only grows
 Domain Share of Desktop Referrals by Segment (UVs),
1H14-1H16
80%

70%

60%

50%

40%

30%

20%

10%

0%
1H14 1H16 1H14 1H16 1H14 1H16 1H14 1H16
Hotels OTAs Private Accommodation Metasearch

Google (Organic) Google (Paid) OTA TripAdvisor Facebook

Source: Phocuswrights U.S. Accommodation: Clickstreams and Conversions 2014-2016 and Jumpshot

29 2017 Phocuswright Inc. All Rights Reserved.

U.S. Accommodation: Clickstream &
Conversion Highlights 2014-2016
February 2017

in partnership with
What is Clickstream Data?

Clickstream Data Clickstream Panel

The internet browsing activity of every A community of desktop and mobile device
single click that a consumer makes in owners who've agreed to share their
the order that they make it. anonymous PII stripped click paths.

Panel Projections

The combination of machine learning, human involvement, and data science to understand and remove
demographic biases which are then projected to represent the internet population (by device type) for each
target market.

Diversity High Resolution Continuously Calibration

True diversity is dependent
on panel size and market
representation (more
countries and devices types
are good)
Calculations using day,
location, device, and
platform adjustments are
important inputs when
removing biases
Algorithms must be
refined regularly against
established data sources
to ensure accuracy
How to View Clickstream Data?

Domain View Audience View

Site Search Keywords Site Search

Product Location Shopping Cart

Purchases Conversions Purchases

Discovery Research Planning Buying

 Questions?

Douglas Quinby Pete Comeau John Reiss

Vice President, Research Senior Vice President, Sales Director
Phocuswright Inc. Research Sales Jumpshot
Phocuswright Inc.

In Partnership with
U.S. Accommodation:
Clickstream & Conversion
Highlights 2014-2016

For information about other reports in

Phocuswrights U.S. Accommodation:
Clickstream & Conversion 2014-2016 series,
click here.

Use VIP code: Jumpshot2017

to receive 10% off through
Date May 12, 2017

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