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Ed: We’re starting a new monthly feature on top trafficked sites in various sectors in travel, using data from SimilarWeb. We have found SimilarWeb’s traffic stats to be the most reliable barometer of consumer web activity, easily besting other comparison sites like Quantcast, Compete, Alexa, and others.
We are starting this series by first looking at global traffic to the top 25 online booking sites. The usual suspects are there, of course, but the biggest thing you notice is Booking.com is the king of online travel, in all possible ways, and still has a large runway to grow in the United States. Priceline Group’s other sites Agoda.com (focused on Asia), Priceline.com, and Kayak.com add to the heft, all coming in the top 10 ranks themselves.
TripAdvisor, between its various country sites, is the second biggest, and shows the potential in building its own direct hotel booking business. Hotelurbano.com is the newest site on the block, with a huge Brazilian audience, but the worst engagement statistics of all the top 25. Indian site Maketmytrip.com rules the roost in Indian online booking space, while Ctrip and Qunar rule in China. A few Japanese sites break into the global ranks, and the home sharing site Airbnb sneaks in the top 25, with one of the highest engagement metrics out of all (likely thanks to its great modern design).
|Rank||Site||Estimated Visits, October 2013||Time On Site (in Minutes)||Page Views per Visit||Leading Country|
|1||Booking.com||108 Million||6:33||4.87||United States 10.86%|
|2||TripAdvisor.com||48.5 Million||3:59||3.71||United States 48.96%|
|3||Hotels.com||29.3 Million||3:25||3.56||United States 34.92%|
|4||Expedia.com||24.3 Million||6:18||5.58||United States 79.43%|
|5||Agoda.com||22.6 Million||8:12||6||United States 9.40%|
|6||Priceline.com||17.9 Million||6:33||8.02||United States 90.63%|
|7||TripAdvisor.co.uk||17.9 Million||4:28||3.78||United Kingdom 68.74%|
|8||Hotelurbano.com||17.1 Million||1:34||1.89||Brazil 90.69%|
|9||Kayak.com||13.3 Million||6:08||6.04||United States 82.54%|
|10||Ctrip.com||12.5 Million||8:02||9.31||China 89.40%|
|11||Travel.yahoo.com||11.4 Million||1:30||2.59||United States 61.06%|
|12||Makemytrip.com||11.2 Million||7:22||5.91||India 78.73%|
|13||Cheapoair.com||10.7 Million||6:04||4.48||United States 82.10%|
|14||Qunar.com||9.5 Million||6:58||7.67||China 94.15%|
|15||Travelocity.com||9.4 Million||5:46||6.84||United States 90.27%|
|16||TripAdvisor.fr||8.8 Million||4:21||3.67||France 63.82%|
|17||Orbitz.com||8.6 Million||7:06||6.14||United States 85.63%|
|18||Hotwire.com||8 Million||5:10||4.93||United States 84.88%|
|19||TripAdvisor.it||7.7 Million||4:47||3.63||Italy 93.77%|
|20||Decolar.com||7.5 Million||7:22||5.39||Brazil 96.80%|
|21||Travel.rakuten.co.jp||7.2 Million||8:43||11.14||Japan 96.93%|
|22||Jalan.net||6.3 Million||9:58||13.86||Japan 95.90%|
|23||Lastminute.com||5 Million||5:30||5.35||United Kingdom 40.29%|
|24||Bookingbuddy.com||5.2 Million||3:44||3.02||United States 69.42%|
|25||Airbnb.com||4.7 Million||8:34||10.66||United States 55.52%|