In land of the giants, smaller OTAs find ways to grab customers - travelweekly.com
OTAs' share of the U.S. travel market continued to rise last year. While that market share is dominated by Expedia Group and Booking Holdings brands, smaller OTAs are making inroads, thanks to strategies that include mobile-only approaches and an enhanced focus on customer service.
According to Phocuswright's U.S. Online Travel Overview 17th Edition Report published in February, OTAs' market share rose to 19% in 2017 from 17% in 2015. Booking Holdings brands Priceline and Booking.com accounted for 23% of the U.S. OTA market share last year, while Expedia brands (excluding Egencia and HomeAway) accounted for 69%.
