Studies see possible muted fall, return of holiday travel
OTA web traffic decline indicates potential drop in travel demand beyond normal seasonal patterns
The summer of “revenge travel” - in which consumers spent their discretionary income on travel despite the wavering economy and higher inflation - has given way to a muted fall and winter travel outlook, a new study by Similarweb reveals.
Key takeaways
- Web traffic for Expedia, Airbnb and Booking.com dropped slightly from August to September, and again from September to October;
- Traffic conversions - web visits that end in a purchase - rose 10% for September compared to the same month last year and climbed 10% for Q3 year-over-year for Booking.com, Airbnb and Expedia;
- The rate of descent is a little concerning, and it’s happening in concert for all three companies that we tracked, so it’s clearly a trend, the report says.
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