Skift Take

The online travel market in Southeast Asia is a promising market, a rapidly growing region with a digitally engaged and highly aspirational middle class that is currently underserved. The industry dynamics are ever-evolving with OTAs endeavoring to do things differently in order to maintain and grow their slice of the market.

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Accelerated adoption of online services, fundamental shifts in consumer behavior, a conducive macroeconomic environment, and a fragmented hospitality industry led to a burst of demand for online travel agencies in the region. Between 2015 and 2018, online travel booking grew at 15 percent compound annual growth rate driven by airline and hotel bookings, to a size of $30 billion in 2018.

In this report we attempt to capture the OTA industry landscape in the region. With the help of our data partners, we present the traffic share of the popular online travel agencies (OTAs) in the main online travel economies in Southeast Asia, namely, Singapore, Indonesia, Thailand, and Malaysia.

Furthermore, we l