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GENERAL METHODOLOGY OF MARKET REPORTS

Secondary Market Research

The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are

based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and

company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for

reported data. As a result, companies gain a precise and unbiased impression of the market situation.

Cross referencing of data is conducted in order to ensure validity and reliability.

The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several

sources. If this is the case, all sources are mentioned on the chart.

The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.

Definitions

The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact

definition used by the source (if available) is included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main

idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time

period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple

answers were possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,

management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When

available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional

reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In

some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR

values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency

figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT

Report Coverage

This report covers the global online travel market for accommodation booking. It takes into account a wide definition of accommodation, including hotel rooms,

hostels, apartments, private rooms and others. While the focus is on leisure and unmanaged travel, some sources cited in this report might also include

business travel.

Besides sales figures, penetration and rankings, this report also reveals important market trends, such as the rise of mobile bookings and peer-to-peer services.

All global regions are covered in this report, including Africa, Asia-Pacific, Europe, Latin America, the Middle East and North America, while data availability

varied by country.

Report Structure

The global chapter opens the report, including an overview of global market developments, trends, regional and country comparisons.

The rest of the report is divided by regions. The regions are presented in the order of descending total online travel sales.

Within each region, regional information is included first, where available, and the countries are also presented in the order of descending online travel sales.

Where no comparable sales figures were available, other related criteria such as total E-Commerce sales, online shopper and Internet penetration were applied.

In the country sections, the following information is covered, where available: online accommodation booking sales, channels used for booking accommodation,

devices used to book accommodation online, share of consumers booking travel accommodation online and the rank of this category among other categories

purchased online, and top websites used to book accommodation. Not all types of information mentioned are provided for each country due to varying data

availability.

For the global and regional sections, also information about overall online travel sales was included as a context for the development of the online

accommodation booking segment.

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DEFINITIONS

ONLINE TRAVEL SALES the sales of leisure and unmanaged business travel services (e.g. transportation tickets,

accommodation, holiday tours) transacted online; usually refers to gross online travel bookings.

ONLINE ACCOMMODATION BOOKING booking of accommodation for domestic or overseas travel; includes hotel rooms and other types of

lodging

DIRECT BOOKING CHANNELS channels for booking accommodation directly from a supplier, such as a hotel

ACCOMMODATION BOOKERS individuals who booked accommodation services via different channels (e.g. online travel bookers if

booked via the Internet), usually refers to individuals who booked within the previous 12 months.

ONLINE TRAVEL AGENCIES abbreviated as OTAs, travel websites which act as intermediaries between suppliers and buyers,

allowing to book various travel services, such as flight tickets, train tickets, hotel rooms and others.

TRAVEL WEBSITES websites with a focus on travel content, such as travel information websites, travel review websites

and travel booking websites.

PEER-TO-PEER SERVICES technology-based networks that facilitate transactions between private individuals enabling them to

rent assets from other individuals, such as accommodation sharing portals, ride hailing, etc.

ACCOMMODATION SHARING PORTALS services for individuals to book private rooms, apartments and other accommodation from other

individuals, e.g. Airbnb

The following expressions and definitions are used in this market report*:

Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available,

is included on the respective charts

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TABLE OF CONTENTS (1 OF 6)

1. Management Summary

2. Global Developments

• Online Accommodation Booking Market Overview and Trends, October 2018

• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2017 - 2022f

• Total Hotel Booking Sales, in USD billion, and Breakdown by Offline and Online, in %, 2012, 2017 & 2022f

• Breakdown of Hotel Booking Sales by Offline, Online Intermediaries and Online Direct, in %, 2022f

• Short-Term Rentals, in USD billion, and Breakdown by Offline, Online Intermediaries and Online Direct, in %, and Total Short-Term

Rentals, in USD billion, 2012, 2017 & 2022f

• Online Hotel Bookings by Channel, by OTAs, Metasearch and Hotel Websites, in % of Online Hotel Bookers, by Selected Countries,

March 2017

• Online Hostel Sales, in USD billion, and Year-on-Year Change, in %, 2017 & 2020f

• Online Share of Hostel Booking Sales, in %, 2017 & 2020f

• Breakdown of OTAs Used to Book Accommodation, in % of Young Travelers, 2017

• Booking Holdings’ Revenues, by Type, in USD million, and Number of Bookings, by Segment, in millions, 2016 & 2017

• Expedia Group’s Revenues and Gross Bookings, in USD million, by Platform, and Room Nights, in millions, 2016 & 2017

• Airbnb’s Revenue and Profit, in USD million, 2017

• Top 5 Hotel Websites by Share of Bookings through Hotel Websites, in %, and Year-on-Year Change, in Percentage Points, May 2016 &

May 2017

• Top 10 Accommodation and Hotels Websites, by Website Rank, incl. Website Visits, in millions, Average Visit Duration, in minutes,

Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2018

3. Asia-Pacific

3.1. Regional

• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 - 2021f

3.2. China

• Online Hotel Booking Sales, in CNY billion, and Year-on-Year Change, in %, Q4 2016 – Q4 2017

• Breakdown of Online Hotel Booking Travel Agencies Market Shares by Transaction Size, in %, and Sales, in CNY billion, Q1 2018

• Breakdown of Online Hotel Bookers, by Age Group and Gender, in %, June 2018

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TABLE OF CONTENTS (2 OF 6)

3. Asia-Pacific (Cont.)

3.3. Japan

• Breakdown of the First Action Taken When Purchasing a Travel Product, by Domestic and Overseas Travel, in % of Travelers, July 2017

• Breakdown of Travel Channels Used for Booking, incl. “Hotel Direct Website or App”, in % of Overseas Travelers, June 2018

3.4. South Korea

• Breakdown of Overseas Online Hotel Bookings by Channels, in %, Q2 2017 – Q1 2018

• Breakdown of Domestic Online Hotel Bookings by Channels, in %, Q2 2017 – Q1 2018

3.5. Australia

• Online Share of Total Hotel Bookings, in %, June 2017

• Online Hotel Booking Channels Used, in % of Online Hotel Bookers, March 2017

• Breakdown of Travel Websites Visit Shares, incl. Booking.com, Expedia and Airbnb, in %, 2017

3.5. India

• Breakdown of Online Travel Sales by Sub-Categories, in INR billion and in %, 2017

• Rank of the Top 10 Most Popular Websites by Confirmed Bookings, 2017

3.7. Thailand

• Activities Carried Out Online, incl. “Book Hotel”, in % of Internet Users, July 2017

• Rank of the Top 10 Most Popular Websites by Confirmed Bookings, 2017

4. North America

4.1. Regional

• Online Travel Sales, in USD billion, Year-on-Year Change, in %, and Share of Global Online Travel Sales, in %, by Country and Total,

2016 - 2021f

• Breakdown of Hotel Booking Channels Used, by Branded Hotel Channel, OTAs and Other, in % of Hotel Guests, 2015 – 2018e

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TABLE OF CONTENTS (3 OF 6)

4. North America (Cont.)

4.2. USA

• Online Share of Hotel Booking Sales, in %, 2017

• Online Hotel Booking Sales, in USD billion, 2016 & 2017

• Online Hotel Booking Sales, by OTAs and Hotel Websites/Apps, in USD billion, 2017

• OTAs’ Sales of “Hotel & Lodging”, in USD million, and in % Year-on-Year Change, 2015 - 2021f

• Breakdown of Hotel Booking Channels Used, by Direct, OTAs, Hotel Review Sites and Other, in % of Leisure Travel Bookers, Q2-Q3 2016

& Q2-Q3 2017

• Devices Used for Online Accommodation Shopping and Booking, by Desktop/ Laptop, Smartphone and Tablet, in % of Online Travelers,

December 2017

• Mobile Hotel Booking Share, in % of Online Hotel Bookings, 2015 - 2020f

• Number of Airbnb Users, in millions, and Year-on-Year Change, in millions, 2015-2022f

• Top 10 Hotel Websites by Share of Bookings through Hotel Websites, in %, and Year-on-Year Change, in Percentage Points, May 2016 &

May 2017

• Top 5 OTA Websites by Share of Hotel Bookings though OTAs, in %, and Year-on-Year Change, in Percentage Points, May 2016 & May

2017

5. Europe

5.1. Regional

• Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016-2017e

• Online Travel Sales, in USD billion, by Russia, Other Countries and Total, 2016 - 2021f

• Breakdown of Online Hotel Bookings by Channel, by OTAs and Direct Online Suppliers, in % of Bookings, 2017 & 2021f

• Average Breakdown of Hotel Overnights by Distribution Channels, in %, 2015 & 2017

• Average Breakdown of Hotel Overnights by Distribution Channels, by Selected Countries, in %, 2017

• Top 7 OTAs by Average Share of Hotel Overnights Booked via OTAs, in %, 2013, 2015, 2017

• Average Breakdown of Hotel Overnights Booked via OTAs by Booking.com, Expedia and Other OTAs, by Selected Countries, in %, 2017

• Product Categories Purchased Online, incl. “Holiday Accommodation”, in % of Online Shoppers in the EU, 2017

• Share of Individuals and Online Shoppers Buying “Holiday Accommodation” Online, by EU Countries, FYROM, Norway and Turkey, in %

of Online Shoppers and in % of Individuals, 2016 & 2017

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TABLE OF CONTENTS (4 OF 6)

5. Europe (Cont.)

5.1. Regional (Cont.)

• Number of Online Accommodation Bookings by Purpose, by Leisure and Business, by Selected Countries in EU, in thousands, 2014 &

2017

• Number of Online Accommodation Bookings by Destination Type, by Domestic and Outbound, by Selected Countries in EU, in thousands,

2014 & 2017

• Mobile Share of Online Hotel Bookings, in %, 2015 - 2020f

• Share of Individuals in the EU Booking Accommodation Online From Another Individual, in %, by Age Group, 2017

• Top 10 Countries in the EU by Share of Individuals Booking Accommodation from Another Individual Online via Dedicated Websites or

Apps, 2017

5.2. UK

• Share of Individuals Booking Holiday Accommodation Online, in %, 2012 – 2017

• Channels Used for Online Accommodation Search, in % of Travelers, by 18-24 Year-Olds and 25-34 Year-Olds, August 2017

• Top 10 Travel Websites, by Average Monthly Visits, in millions, August 2016 – July 2017

5.3. Germany

• Share of Individuals Booking Holiday Accommodation Online, in %, 2012 – 2017

• Online Share of Total Hotel Bookings, in %, February 2018

• Online Travel Booker Penetration by Category, incl. “Hotel/ Accommodation”, in % of Internet Users, May 2018

5.4. France

• Share of Individuals Booking Holiday Accommodation Online, in %, 2012 – 2017

• Top 15 E-Commerce Websites/Applications, incl. “Booking.com”, by Number of Unique Visitors per Month, in thousands, and Devices

Used for Access, in % of Unique Visitors, Q1 2018

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TABLE OF CONTENTS (5 OF 6)

5. Europe (Cont.)

5.5. Spain

• Product Categories Purchased Online, incl. “Holiday Accommodation”, in % of Online Shoppers, 2017

• Share of Individuals Booking Holiday Accommodation Online, in %, 2012 – 2017

5.6. Italy

• Share of Individuals Booking Holiday Accommodation, in %, 2012 – 2017

5.7. Russia

• Online Travel Sales, in RUB billion, and Breakdown by Category, incl. “Hotels”, in %, 2016 & 2017

• Devices Used for Online Hotel Search, Reservation, Payment, by Desktop, Smartphone and Tablet, in % of Travelers, May 2017

5.8. Netherlands

• Share of Individuals Booking Holiday Accommodation Online, in %, 2012 – 2017

5.9. Switzerland

• Top 3 OTAs by Average Market Share, in % of Hotel Bookings, 2015-2017

5.10. Sweden

• Share of Individuals Booking Holiday Accommodation, in %, 2012 – 2017

• Breakdown of Online Travel Sales, by Category, in %, 2017

5.11. Turkey

• Product Categories Purchased Online, incl. “Holiday Accommodation”, in % of Online Shoppers, April 2017 & April 2018

• Share of Online Shoppers Booking Holiday Accommodation Online, in %, 2013 – 2018

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TABLE OF CONTENTS (6 OF 6)

6. Latin America

6.1. Regional

• Online Travel Sales, by Argentina, Mexico, Brazil, Other Countries of Latin America, in USD billion, and CAGR, in %, 2016 - 2021f

6.2. Brazil

• Breakdown of Accommodation Booking Apps Used, in % of Travelers Using Booking Apps, March 2018

6.3. Mexico

• Average Monthly Visits to Travel Websites, in millions, Reach, in % of Internet Users, and Conversion Rate, in %, by Travel Category,

incl. “Lodging/Hotels”, January - July 2018

• Travel Services Booked via Digital Platforms, by Business and Leisure/Holiday Travelers, in % of Online Travel Bookers, August 2017

• Transactions Conducted via Mobile App, in % of Mobile Device Owners, incl. “Booked Lodging”, August 2017

6.4. Argentina

• Digital Travel Services Purchased via Mobile, incl. “Hotel Reservation” and “Airplane Tickets”, by Age Group, in % of Mobile Internet

Users, April 2017

7. Middle East and Africa

7.1. Regional

• Breakdown of Online Hotel Bookings by Channel, by OTAs and Direct Online Suppliers, in %, 2017

• Top Travel Websites Used for Online Booking, in % of Travelers, March 2018

7.2. UAE

• Top 10 Travel-Related Brands that First Come to Mind, in % of Travelers, March 2018

7.3. Egypt

• Top Travel Websites Used for Online Booking, in % of Travelers, March 2018

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1. Management Summary 13 – 16

2. Global Developments

17 – 31

3.

3.1.

3.2.

3.3.

3.4.

3.5.

3.6.

3.7.

Asia-Pacific

Regional

China

Japan

South Korea

Australia

India

Thailand

32 – 47

33 – 33

34 – 36

37 – 38

39 – 40

41 – 43

44 – 45

46 – 47

4.

4.1.

4.2.

North America

Regional

USA

48 – 60

49 – 50

51 – 60

5.

5.1.

5.2.

5.3.

5.4.

5.5.

5.6.

5.7.

5.8.

5.9.

5.10.

5.11.

Europe

Regional

UK

Germany

France

Spain

Italy

Russia

Netherlands

Switzerland

Sweden

Turkey

61 – 96

62 – 77

78 – 80

81 – 83

84 – 85

86 – 87

88 – 88

89 – 90

91 – 91

92 – 92

93 – 94

95 – 96

6.

6.1.

6.2.

6.3.

6.4.

Latin America

Regional

Brazil

Mexico

Argentina

97 – 103

98 – 98

99 – 99

100 – 102

103 – 103

7.

7.1.

7.2.

7.3.

Middle East and Africa

Regional

UAE

Egypt

104 – 108

105 – 106

107 – 107

108 – 108

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34%

36% 40% 41%

45% 47%

10%

25%

40%

55%

70%

2012 2013 2014 2015 2016 2017

in %

Indiv

iduals

47% of individuals in the UK booked “Holiday accommodation”

online in 2017, up from 34% in 2012. UK: Share of Individuals Booking Holiday Accommodation Online, in %, 2012 – 2017

Definition: other travel arrangements include transport tickets, car hire, etc.; total travel category includes holiday accommodation and other travel arrangements

Source: Eurostat, June 2018

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The online share of overall hotel bookings in Australia

reached 80% in June 2017. Australia: Online Share of Total Hotel Bookings, in %, June 2017

Online Hotel Bookings 80%

Other 20%

Source: Accommodation Association Australia (ACCC), December 2017

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