by Mia Taylor
Last updated: 3:05 PM ET, Thu September 19, 2024
Travel industry bookings have officially recovered from the COVID-19 pandemic.
The industry exceeded pre-pandemic levels in 2023 with a 24 percent increase in gross bookings and a total spend of $1.5 trillion, according to newly released data from Phocuswright.
The news comes as part of Phocuswright's Global Travel Market Report 2024. The report also reveals the “growing dominance of online travel,” is driving the travel industry recovery.
Online bookings are projected to expand by almost 10 percent between 2023 and 2026.
“This digital shift is driven by evolving consumer behavior, improved digital infrastructure, and technological advancements,” says the report.
In fact, by 2026, online bookings are expected to account for a significant 65 percent of all travel bookings globally. That’s up from 61 percent in 2023.
“Our latest research reveals a travel industry not just rebounding, but evolving,” Eugene Ko, director of marketing and communications for Phocuswright, said in a statement. “The accelerated shift to online bookings and the varying pace of digital adoption across regions highlight both the opportunities and challenges ahead.”
Ko added that it will be crucial for industry players to understand the nuanced changes that are currently taking place in order to remain competitive in the rapidly changing landscape.
A few of the report’s additional key findings include:
- North America, meanwhile, has officially emerged as the world's largest regional travel market, according to the new data.
- Europe and the APAC region, however, are leading the way in online penetration. Europe, it seems, surpassed North America in 2023 and the APAC region is expected to follow suit in 2024.
- Suppliers versus OTAs: Suppliers dominate online bookings overall, but OTAs lead in the hotel segment
- Shift in top markets: The U.S., China, Japan, Germany, and France currently hold the top spots, but the U.K. is poised to enter the top five by 2025
The news from Phocuswright comes on the heels of similarly positive projections from the World Travel & Tourism Council (WTTC). In April the WTTC, released data predicting that 2024 will be a record-breaking year for the
global travel industry, with an all-time high in global economic
contribution and employment.
The
industry is expected to generate one in every 10 dollars worldwide,
contributing $11.1 trillion to the global economy, according to WTTC's
2024 Economic Impact Research. That's $770 billion higher than its
previous record.
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