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4. 4
GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the past 12 months is used.

5. 5
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the online travel market. It takes into account a wide definition of the travel segment, including transportation, accommodation, tour packages
and others. Besides sales figures, penetration and rankings, this report also reveals important market trends that affect the online travel market, such as the rise
of mobile bookings and peer-to-peer services.
 All global regions are covered in this report, including Africa, Asia-Pacific, Europe, Latin America, the Middle East and North America.
Report Structure
 The global chapter opens the report, including an overview of global market developments, trends, regional and country comparisons.
 The rest of the report is divided by regions. The regions are presented in the order of descending total online travel sales.
 Within each region, regional information is included first, where available, and the countries are also presented in the order of descending online travel sales.
Where no comparable sales figures were available, other related criteria such as total E-Commerce sales, online shopper and Internet penetration were applied.
 In the country sections, the following information is covered, where available: online travel sales, the share of online shoppers booking travel services online and
the rank of this category among other E-Commerce product categories, the online share of total travel sales and the share of travel in total E-Commerce sales,
platforms and channels used by travelers to book travel services, total sales and shares of online travel agencies. Not all types of information mentioned are
provided for each country, due to varying data availability.
 For the selected leading online travel markets (Brazil, China, Germany, Japan, the UK, and the USA), text charts with a qualitative overview of the online travel
market, trends and players is included.

6. 6
DEFINITIONS
 ONLINE TRAVEL SALES
the sales of leisure and unmanaged business travel services (e.g. transportation tickets, accommodation, holiday tours)
transacted online; usually refers to gross online travel bookings.
 GROSS TRAVEL BOOKINGS
total retail value of transactions booked via travel booking websites (of agencies or suppliers) or via offline channels,
minus cancellations.
 TRAVEL BOOKERS
individuals who booked travel services via different channels (e.g. online travel bookers if booked via the Internet), usually
refers to individuals who booked within the previous 12 months.
 ONLINE TRAVEL AGENCIES
abbreviated as OTAs, travel websites which act as intermediaries between suppliers and buyers, allowing to book various
travel services, such as flight tickets, train tickets, hotel rooms and others.
 TRAVEL WEBSITES
websites with a focus on travel content, such as travel information websites, travel review websites and travel booking
websites.
 PEER-TO-PEER SERVICES
technology-based networks that facilitate transactions between private individuals enabling them to rent assets from other
individuals, such as accommodation sharing portals, ride hailing, etc.
 INTERNET USERS the total number of inhabitants in a certain country who regularly access the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that make purchases over the Internet.
 B2C E-COMMERCE the sale of products and services through electronic transactions via the Internet from businesses to consumers.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

7. 7
TABLE OF CONTENTS (1 OF 9)
1. Management Summary
2. Global Developments
• Overview of Online Travel Market Trends, October 2016
• Product Categories Purchased Online, incl. “Travel Products or Services”, in % of Online Shoppers, October 2015
• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f
• Breakdown of Online Travel Sales by Regions, in %, 2016f & 2020f
• Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f
• Top 10 Countries by Online Travel Sales, in USD billion, 2015 – 2020f
• Total Travel Sales, in USD billion, and Online Travel Share, in%, by Regions and Global, 2016f
• Travel Bookings via Mobile Channels, in USD billion, 2014 & 2019f
• Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Region, in %,
October 2015
• Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Generation, in %,
October 2015
• Revenues of Accommodation Sharing and Transport Sharing Platforms, in USD billion, and CAGR, in %, 2015 & 2019f
• Online Travel Agencies Sales, in USD billion, 2015 & 2020f
• Breakdown of Online Travel Agencies Sales, by Top 3 Regions and Others, in % and in USD billion, 2015
• Top 6 Online Travel Agencies, by Gross Bookings, in USD million, and in % Change, 2014 & 2015
• Market Shares of the Top 5 Online Travel Agencies, in %, 2015
• Top 20 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in
%, and Top 5 Countries by Share of Visits, in %, Sept. 2016
3. North America
3.1. USA
• Online Travel Market Overview and Trends, October 2016
• Online Travel Sales, by Desktop/Laptop and Mobile, in USD billion, 2014 – 2019f
• Number of Mobile Travel Bookers, in millions, and Share of Online Travel Bookers, in %, 2014 – 2019f
• Online Share of Total Travel Bookings, in %, 2015
• OTA’s Share of Online Travel Bookings, in %, 2014 & 2017f

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TABLE OF CONTENTS (2 OF 9)
3. North America (Cont.)
3.1. USA (Cont.)
• Mobile Travel Bookings with OTAs, in USD billion, 2014 & 2015
• Number of Unique Visitors to Travel Websites, by Travel Information Websites, Online Travel Agents and Hotels/Resorts Websites, by
Desktop and Mobile, in thousands, April 2015 & July 2015
• Conversion Rate in “Travel/Hospitality”, Compared to “Retail”, by Desktop and Smartphone, in %, 2015
• Penetration of P2P Lodging Websites Users, in % of Travelers Who Are Aware of P2P Lodging Websites, by Age Group, Q4 2015
3.2. Canada
• Product Categories Purchased Online, incl. “Flights and Travel Packages”, in % of Online Shoppers, March 2015
• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 – 2020f
4. Asia-Pacific
4.1. Regional
• Top 5 Product Categories Purchased Online, incl. “Travel”, in % of Respondents, June 2015
• Online Travel Agencies Gross Bookings, in USD billion, 2013 – 2017f
• Online Travel Sales in Southeast Asia, by Sub-Sector, in USD billion, 2015 & 2025f
• Online Hotels and Airlines Sales in Southeast Asia, by Country, in USD billion and in % of Total Hotels and Airlines Sales, 2015 & 2025f,
and CAGR, in %, 2015-2025f
• Online Rides Sales in Southeast Asia, by Country, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f
4.2. China
• Online Travel Market Overview and Trends, October 2016
• Product Categories Purchased Online in the Previous 3 Months, incl. “Travel Products”, in % of Online Shoppers, February 2015
• Share of Outbound Travelers Who Booked via Online Travel Agencies, in %, 2015
• Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015
• Online Travel Gross Merchandise Volume, in CNY billion, 2012 – 2018f
• Online Outbound Travel Gross Merchandise Volume, by Packaged Tours and Independent Travel, in CNY billion, 2010 - 2015

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TABLE OF CONTENTS (3 OF 9)
4. Asia-Pacific (Cont.)
4.2. China (Cont.)
• Breakdown of Online Travel Market Gross Merchandise Volume by Segments, in %, Q2 2016
• Online Travel Agencies Revenue, in CNY billion, 2012 – 2018f
• Breakdown of Online Travel Agencies Market Shares by Revenues, in %, 2015
• Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Air Ticket Reservation and Online Accommodation
Booking, in %, Q4 2015
4.3. Japan
• Online Travel Market Overview and Trends, October 2016
• Share of Internet Users Who Booked Accommodation for Their Last Trip Online, in %, October 2015
• Mobile Share of Online Travel Bookings, in %, 2013 & 2015
• Top 10 Travel Web Entities Visited from Desktop Computers, by Number of Unique Visitors, in millions, and Average Minutes per Visitor,
January 2016
4.4. India
• India’s Share of Online Travel Sales in Asia-Pacific, in % and in USD billion, 2015
• Breakdown of Internet Market by Sectors, incl. “Online Travel”, in USD billion, 2013 & 2020f
• Online Travel Sales, in INR billion, 2014 – 2016f
• Breakdown of Online Travel Sales by Segments, in INR billion and in %, 2015
4.5. South Korea
• Online Travel Sales, in KRW trillion, 2013 - 2015
• Mobile Share of Online Travel Sales, in % and in KRW trillion, 2014 & 2015
4.6. Australia
• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 – 2020f
• Online Travel Bookings Industry Revenue, in AUD million, FY 2014/2015 & FY 2015/2016e

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TABLE OF CONTENTS (4 OF 9)
4. Asia-Pacific (Cont.)
4.6. Australia (Cont.)
• Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of Individuals, in %, 12
Months to June 2015
4.7. Indonesia
• Online Travel Sales, in USD billion, 2015 & 2025f
4.8. Thailand
• Product Categories Purchased Online, incl. “Travel & Tourism”, in % of Online Shoppers, May 2015
4.9. Hong Kong
• Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, 2015
4.10. New Zealand
• Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of Individuals, in %, 12
Months to June 2015
4.11. Vietnam
• Product Categories Purchased Online, incl. “Train and Air Tickets” and “Tour and Hotel Booking”, in % of Online Shoppers, 2015
5. Europe
5.1. Regional
• Online Travel Sales, in USD billion, by Western Europe and Central and Eastern Europe, 2014 - 2019f
• Travel Bookings via Mobile Channels, in EUR billion, 2015 & 2017f
• Product Categories Purchased Online in the EU, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015

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TABLE OF CONTENTS (5 OF 9)
5. Europe (Cont.)
5.1. Regional (Cont.)
• Share of Online Shoppers Buying “Travel and Holiday Accommodation” Online, by EU Countries, FYROM, Norway and Turkey, in % of
Online Shoppers and in % of Individuals, 2014 & 2015
• Audience Reach of Airbnb Websites, by Austria, Belgium, France, Germany, Italy, Poland, Spain, Switzerland and the UK, in %, July 2016
• Share of Travelers Who Book Accommodation with Airbnb, by France, Germany, Ireland, Italy, Spain, the UK and the USA, in %, August
2015
5.2. UK
• Online Travel Market Overview and Trends, October 2016
• Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online Shoppers, Q1 2015 & Q1
2016
• Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online Shoppers, by Age Group
and Gender, Q1 2016
• Breakdown of Devices Used to View Travel Content, in % of Online Travel Bookers, March 2016
• Devices Used to Book a Holiday Online, in % of Online Holiday Bookers, 2014 & 2015
• Reasons for Abandoning a Mobile Transaction on a Travel Website/App, in % of Smartphone Owners who Abandoned a Mobile
Transaction on a Travel Website/App, June 2015
• Breakdown of Traffic To Top 10 UK Travel Websites, by Device, in %, June 2015
5.3. Germany
• Online Travel Market Overview and Trends, October 2016
• Breakdown of Total Travel Sales, by Channel, incl. “Online”, in %, 2013 - 2015
• Channels Used to Book Vacation, incl. “Online”, in % of Travelers, 2005 & 2015
• Product Categories Purchased Online, incl. “Travel Accommodation” and “Other Travel Services”, in % of Online Shoppers, Q1 2015
• Types of Travel Services Booked Online, in % of Internet Users Who Booked Travel Services Online, March 2016
• Types of Online Platforms Used to Book Accommodation, in % of Internet Users Who Booked Accommodation Online, March 2016

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TABLE OF CONTENTS (6 OF 9)
5. Europe (Cont.)
5.4. France
• B2C E-Commerce Sales, by Product Category, in EUR billion, and Share of Total Retail Sales in the Respective Category, in %, incl.
“Tourism”, 2015
• Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015
• Product Categories Purchased Online via Desktop and Smartphone, incl. “Travel/Tourism”, in % of Internet Users and in % of Mobile
Internet Users, H1 2016
• Share of Unique Visitors to Travel Websites Who Accessed These Websites via Mobile, in % and in millions, July 2016
• Top 10 Travel Websites Visited from Desktop, by Unique Monthly Visitors, in thousands, Q2 2016
• Top 5 Accommodation Booking Websites/Apps Visited from Mobile, by Unique Monthly Visitors, in thousands, July 2016
5.5. Spain
• Products Purchased Online, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015
• Products Purchased via Mobile, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015
5.6. Italy
• B2C E-Commerce Sales Breakdown, by Product Categories, incl. “Tourism Services”, in EUR billion and in %, 2015e
• Mobile Share of Online Travel Sales, in % and in EUR billion, 2015
5.7. Russia
• Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel Services and Tickets”, 2014 & 2015
• Types of Online Platforms Used to Purchase Travel Online, in % of Internet Users Who Purchased Travel Online, February 2016
• Online Travel Sales, in RUB billion, 2015 & 2016f
• Breakdown of Online Travel Sales by Segments, in %, 2015
• List of Top 3 Online Travel Agencies and Top 2 Online Accommodation Booking Websites, 2015
5.8. Netherlands
• Share of Travel Bookings Made on Smartphone, in %, Q1 2016

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TABLE OF CONTENTS (7 OF 9)
5. Europe (Cont.)
5.9. Turkey
• Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
• Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015
• Online Travel Sales, in TRY billion, 2014 & 2015
5.10. Belgium
• Travel Categories Purchased Online, in % of Online Shoppers, 12 Months to June 2016, and in % Change 2015-2016 and 2011-2016
5.11. Austria
• Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015
5.12. Greece
• Product Categories Purchased Online, incl. “Travel Services”, in % of Online Shoppers, 12 Months to March 2015
5.13. Poland
• Product Categories Purchased Online, incl. “Holiday Tours, Accommodation and Tickets”, in % of Online Shoppers, 2014 & 2015
6. Latin America
6.1. Regional
• Online Travel Sales, by Argentina, Mexico and Brazil, in USD billion, and CAGR, in %, 2015 - 2020f
• Product Categories Most Purchased Online, by Rank, incl. “Travel Reservations”, by Argentina, Brazil, Chile, Colombia, Mexico, Peru,
January 2015
6.2. Brazil
• Online Travel Market Overview and Trends, October 2016
• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 – 2020f

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TABLE OF CONTENTS (8 OF 9)
6. Latin America (Cont.)
6.3. Mexico
• Top 5 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, Q4 2015
• Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015
6.4. Argentina
• Online Travel Sales, in ARS million, and Year-on-Year Change, in %, 2012 – 2015
6.5. Chile
• Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, by Urban, Rural and Total, January 2015
6.6. Peru
• Products Purchased Online, in % of Online Shoppers, H1 2015
7. Middle East
7.1. Regional
• Online Travel Sales, in USD billion, 2015 & 2018f
• Online Share of Airline Ticket Bookings, in %, by Egypt, Kuwait, Lebanon, Saudi Arabia and the UAE, 2015e
• Top 5 Product Categories Purchased Online, incl. “Flight Tickets”, in % of Online Shoppers, by Kuwait, Saudi Arabia and the UAE, June
2016
7.2. Saudi Arabia
• Online Travel Sales, in SAR billion, 2015e & 2019f
7.3. Israel
• Product Categories Purchased Online, incl. “Travel (Vacation, Flights)”, in % of Online Shoppers, July 2015

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TABLE OF CONTENTS (9 OF 9)
7. Middle East (Cont.)
7.4. Iran
• Number of Individuals Carrying Out Shopping and Related Activities Online, by Activity, incl. “Used Services Related to Travel or Travel
Related Information”, in millions and in % of Internet Users, by Male, Female and Total, 2013
• Product Categories Purchased Online, incl. “Airline Tickets” and “Hotel Booking”, in % of Online Shoppers, 2012 & 2015
7.5. Qatar
• Breakdown of B2C E-Commerce Sales, by Product Category, incl. “Travel”, in %, 2014
8. Africa
8.1. Regional
• Channels Use To Book Travel Services, incl. Africa, in % of Travelers, 2015
8.2. South Africa
• Product Categories Purchased Online, incl. “Travel Tickets” and “Hotel Reservations”, in % of Online Shoppers, October 2015
• Top 3 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, October 2015
8.3. Nigeria
• Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
• Share of Travelers Who Book with Online-Only Travel Agencies, in %, 2015
8.4. Morocco
• Product Categories Purchased Online, incl. “Travel or Transport Tickets”, in % of Online Shoppers, February 2016
• Activities Carried Online Out via Mobile Phone, incl. “Use Services Related to Travel or Accommodation”, in % of Mobile Internet Users,
Q4 2015
8.5. Tunisia
• Activities Carried Out Online, incl. “Using Services Related to Travel or Travel-Related Accommodation”, in % of Internet Users, 2014

16. 16
1. Management
Summary
16 – 21
2. Global Developments 22 – 39
3.
3.1.
3.2.
North America
USA
Canada
40 – 51
41 – 49
50 – 51
4.
4.1.
4.2.
4.3.
4.4.
4.5.
4.6.
4.7.
4.8.
4.9.
4.10.
4.11.
Asia-Pacific
Regional
China
Japan
India
South Korea
Australia
Indonesia
Thailand
Hong Kong
New Zealand
Vietnam
52 – 85
53 – 57
58 – 67
68 – 71
72 – 75
76 – 77
78 – 80
81 – 81
82 – 82
83 – 83
84 – 84
85 – 85
7.
7.1.
7.2.
7.3.
7.4.
7.5.
Middle East
Regional
Saudi Arabia
Israel
Iran
Qatar
140 – 148
141 – 143
144 – 144
145 – 145
146 – 147
148 – 148
8.
8.1.
8.2.
8.3.
8.4.
8.5.
Africa
Regional
South Africa
Nigeria
Morocco
Tunisia
149 – 157
150 – 150
151 – 152
153 – 154
155 – 156
157 – 157
5.
5.1.
5.2.
5.3.
5.4.
5.5.
5.6.
5.7.
5.8.
5.9.
5.10.
5.11.
5.12.
5.13.
Europe
Regional
UK
Germany
France
Spain
Italy
Russia
Netherlands
Turkey
Belgium
Austria
Greece
Poland
86 – 129
87 – 93
94 – 100
101 – 106
107 – 112
113 – 114
115 – 116
117 – 121
122 – 122
123 – 125
126 – 126
127 – 127
128 – 128
129 – 129
6.
6.1.
6.2.
6.3.
6.4.
6.5.
6.6.
Latin
America
Regional
Brazil
Mexico
Argentina
Chile
Peru
130 – 139
131 – 132
133 – 134
135 – 136
137 – 137
138 – 138
139 – 139

17. 17
Mobile Bookings
19.4%
Other
80.6%
20152013
Mobile Bookings
32.6%
Other
67.4%
Mobile accounted for 32.6% of all online travel bookings in Japan
in 2015, up from 19.4% in 2013.
Japan: Mobile Share of Online Travel Bookings, in %, 2013 & 2015
Survey: based on a survey of 1,030 smartphone owners who have travelled at least once in the previous year, ages 18-69; the survey was conducted in Tokyo metropolitan area,
Osaka and Nagoya area in September 2015
Source: JTB Tourism Research & Consulting, October 2015

18. Note: does not add up to 100% due to multiple answers possible
Definition: advance booking of vacation trips with minimum duration of 5 days
Survey: based on a survey of German-speaking population, ages 14+
Source: FUR cited by Verband Internet Reisevertrieb, March 2016
5%
3%
23%
11%
57%
3%
9%
20%
36%
42%
0% 20% 40% 60% 80% 100%
Mail/Fax
E-Mail
Telephone
Online Booking
In Person
2015
2005
18
The share of travelers in Germany who book their vacation online
increased from 11% in 2005 to 36% in 2105.
Germany: Channels Used to Book Vacation, incl. “Online”, in % of Travelers, 2005 & 2015
in % of Travelers

19. 19