The Shifting Landscape of Travel Bookings: Skift Research
Skift Take
Direct bookings surge as travelers prefer supplier websites over OTAs. This means OTAs will need to innovate to stay competitive.
The travel booking landscape is rapidly transforming, with direct bookings on the rise and reshaping the competition. What’s driving this shift? Skift Research explores these pivotal changes in our new report: “Direct Bookings vs. OTAs: Analyzing the Shift in U.S. Travel Booking Trends.”
Direct bookings are on the rise, driven by travelers’ preference for supplier websites over OTAs. This shift highlights the need for OTAs to adapt their strategies to stay competitive.
Travelers are increasingly using OTAs for research but opting to book directly. For instance, while 26% of travelers use OTAs to research flight options, a much larger share – 55% – ultimately books
