Forrester

Why Read This Report

Forrester's 2011 to 2016 forecast of US leisure and unmanaged business travel illustrates a mature market due to a plateau in Bookers and the high penetration of suppliers already generating a significant proportion of sales from the Web. An uncertain economy and financially tentative consumers will combine to create a tough commercial environment. Nonetheless, online travel will grow. Online consumer spending — reflecting higher overall prices — is expected to increase from $101 billion in 2011 to $143 billion in 2016. New Internet-focused travel pricing and planning tools and models will help bring more Bookers to travel websites, though expected growth — from 89.7 million people this year to 104.6 million by year-end 2016 — will be modest. Among the implications of the segment's maturity is the need to continue investing in infrastructure to handle a growing number of dynamic, flexible touchpoints and shopping sessions.