Skift Travel News Blog

Short stories and posts about the daily news happenings around the travel industry.

Online Travel

Google Travel Grabs Larger Share of U.S. Desktop Traffic During Pandemic

2 years ago

Google Travel’s flight and hotel offerings gained the most desktop traffic market share in the U.S. during the pandemic while Tripadvisor lost the most on a percentage basis, according to Similarweb’s June data.

“Google Travel now owns one-fourth of all (U.S.) desktop visits to top travel sites,” Similarweb said.


In its earnings call about second quarter financials Tuesday, Google said travel and retail were the drivers of its advertising revenue during the period.

The following chart shows Google Travel’s U.S. desktop market share increased 6 percentage points to 24 percent in the first half of 2022 compared to the first half of pre-pandemic 2019.

U.S. Desktop Market Share Traffic Gains/Losses H1 2019 Versus H1 2022

Google Travel18%24%

Source: Simillarweb

“Booking has also gained 2 percentage points of share in the U.S., and only Kayak (-1 percentage point), Delta (-4 percentage points), and TripAdvisor (-5 percentage points) have lost share,” Similarweb said.

There are two points to keep in mind: These numbers don’t include traffic from mobile devices, and traffic to Google Travel often gets sent along to online travel agency advertisers.

Short-Term Rentals

Airbnb Takes Market Share With Increased Conversion Rates

2 years ago

Airbnb is winning market share because of increased conversion rates, according to SimilarWeb estimates.

Conversion rates are when visitors to Airbnb platforms book a stay.

Website and mobile traffic analytics firm SimilarWeb found that in the first quarter of 2022, Airbnb’s conversion rate in the U.S. increased 22 percent compared with the first quarter of 2021, and the conversion of lookers to bookers increased 22 percent sequentially from the fourth quarter of 2021.

These conversion numbers in the U.S. were higher than Vrbo’s, a competitor, SimilarWeb found.

“This indicates market share growth and strong revenues for 1Q,” according to SimilarWeb.

In the first quarter, Airbnb’s revenue increased 80 percent to $1.5 billion when measured against the pre-pandemic first quarter of 2019. The increase was 70 percent year over year.

“Conversions grew 30 percent, 93 percent, 24 percent and 37 percent in France, Germany, Spain and the UK, respectively,” SimilarWeb found.