U.S. online channel share expected to remain unchanged through 2026

Travel brands have benefited from investment in technological infrastructure and online booking products during the past few years, resulting in a 48% jump in online direct sales to $171.9 billion in 2022, according to Phocuswright's travel research report U.S. Travel Market Report 2022-2026. Travel suppliers are actively implementing a range of tactics to assert their market leadership in online distribution.  

These strategies include: 

• Distinguishing their offerings through unique content; 
• Expanding the perks of their loyalty programs;
• Incorporating special benefits for corporate bookings made directly with them. 

Similarly, OTAs are equally invested in staying competitive. They are dedicated to: 

• Expanding their product bases; 
• Revamping loyalty programs to encompass different products and brands; 
• Aiming to develop a more seamless customer experience; 
• Placing significant emphasis on their mobile apps to deeply engage with their customers and foster stronger relationships. 

Consequently, the overall online channel share is expected to remain unchanged between 2022 and 2026. Of the $329.4 billion in projected online sales in 2026, 65% will be booked direct, versus 35% through OTAs.