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Phocuswright Reveals Expanding Role of OTAs

In partnership with Expedia, Phocuswright has produced a white paper analysing online travel shopping trends. The results showed a shift from offline to online booking as more travellers are drawn to the convenience of online travel agencies (OTA),

where users can compare a broad range of products on one site.

In developed markets, 61 – 75 percent of online accommodation shoppers visited an OTA, compared to 15 – 44 percent who accessed hotels' website.

A similar, but less pronounced trend was also observed with flight bookings.

It is predicted that by 2017, around 52 percent of all travel reservations in Europe will be made online, while in China, 60 percent of digital travel sites will be viewed on mobile devices.