China’s travel market – the second largest in APAC – is also among the fastest growing in the region; however, online penetration remains relatively low. A new report from travel industry research authority PhoCusWright finds that the travel category attracts just 14% of China’s Internet users. Created in partnership with global digital intelligence provider comScore…
China’s travel market – the second largest in APAC – is also among the fastest growing in the region; however, online penetration remains relatively low. A new report from travel industry research authority PhoCusWright finds that the travel category attracts just 14% of China’s Internet users. Created in partnership with global digital intelligence provider comScore, PhoCusWright’s China Online Travel Traffic Report reveals that traffic to both online travel agencies as well as metasearch and other non-transactional categories are driving strong growth in the country’s online travel market.
"China is home to the largest Internet population and the second largest travel market in APAC, yet it has relatively low online travel penetration," says Douglas Quinby, senior director, research at PhoCusWright. "This is a provocative mix of dynamics that has the makings for a really interesting future. We’ve partnered with comScore to unravel how some key trends in travel and online behavior are taking shape across a wide range of online travel categories, including supplier websites, online travel agencies, traveler review sites and metasearch."
PhoCusWright’s China Online Travel Traffic Report analyzes traffic volume, unique visitors, cross-visitation and source/loss patterns across key travel subcategories, including online travel agencies (OTAs), airlines, metasearch, traveler review websites and more. Key coverage includes:
Traffic to travel website categories with in-depth analysis of 1Q11, including:
- Online travel agencies
- Airlines
- Ground transportation
- Metasearch
- Travel guides and traveler review sites
- Travel website rankings within each travel category, including average monthly unique visitors
- Comparison of traffic to supplier websites versus OTAs and non-transactional sites
- In-depth analysis of key online players, including cross-visitation, source and loss traffic
As traffic to travel websites in China increases, online bookings will spike over the next several years and the country’s online travel penetration rate will climb accordingly.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
