This article by SimilarWeb about its Travel Trends & Insights Report for 2018 discusses three of the biggest trends in the findings:

  • that Airbnb will continue to grow, already over 20% ahead of booking.com in web visits in March this year,  also beating the OTA in both direct visits and organic searches, proving the power of its brand;
  • that Booking and Expedia are receiving almost one-third of outgoing traffic from the sector giant Tripadvisor, while only two hotels make the top 10 outgoing clicks from that site;
  • in the battle with the OTAs, it may take partnerships with new players, such as retail giant Costco, to re-energise hotel brands.

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