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February 25, 2009 US Online Leisure Travel Channel Share Forecast: Suppliers Versus Intermediaries, 2008 To 2013Travel Supplier Web Sites Will Garner 69% Of Online Channel Share By 2013by Henry H. Harteveldt, Elizabeth Stark with Vikram Sehgal, Kate van Geldern |
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Executive Summary
Forrester predicts that Web sites of various airlines, hotels, and other travel suppliers will capture 65% — or $56.2 billion — of US online leisure travel bookings in 2009. Suppliers' share of US online leisure travel bookings is expected to steadily grow to 69% — or $77.4 billion— by 2013. Although supplier sites will dominate air, hotel, and car rental sales over the next five years, intermediaries will dominate online cruise sales. However, just because it seems as though suppliers have won the clash for online channel share doesn't mean online intermediaries are down for the count. Expect to see online intermediaries start to adjust their current business strategies and processes, morphing into media businesses and evolving the way they work with suppliers, especially airlines and hotels, in 2009.
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