U.K. Online Travel Aggregators Analysis with Brexit Influence- June 2017

Online travel aggregators are increasingly used in the U.K. due to varying reasons, which has ultimately made them quite popular among the masses. To detail further, Market Research Hub (MRH) has recently added a study titled as “UK Online Travel Aggregators Industry - June 2017” to its vast report repository.

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The journey of varying consumers is not linear but rather cyclical, with their past experiences feeding through to and influencing their next decisions as well as the decision and influence to other consumers. Referral programs and social media competitions have encouraged users to tell their friends about a travel brand that can help to transform previous positive experiences and familiarity with the brand from being just a driver of individual brand loyalty into social advocacy that drives bookings among other consumers too. The growing social media and referral programs have affected the brand popularity as well as consumer inclination to a particular mode of travel booking.

The report starts with the executive summary for the online travel aggregators market, which details that four in 10 holidaymakers book via an OTA, the travel market is increasingly accessed via mobile, ad-spend on OTAs has grown by 25% in 2016, and Booking.com is the most popular website among OTA’s. Proceeding with the report, the market is discussed covering market size & segmentation along with market drivers to detail the readers well. Further, the market analysis shows the following facts such as ; close to 36 million UK adults booked a holiday in 2016, post-Brexit uncertainty is the driver of OTA usage and holiday booking is becoming more popular through social media.

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In the following section the related companies and brands are included for the benefit of the readers. It includes booking.com, social media such as Google & Facebook, Skyscanner, Trivago, and TripAdvisor. The market share is also analyzed along with the launch activity & innovations under the OTA. The report lastly provides the brand research that consists of brand mapping, key brand metrics, trivago’s ad campaign that helps to set brand apart from competitors. It has been analyzed that, Booking.com has most well-rounded image, Tripadvisor’s review-based business model has driven differentiation and trust, Trivago’s TV campaign is driving upbeat image, Booking.com well-rounded image that has focused on flexibility and Expedia’s focus on package deals. Finally, the consumer detail, holiday booking preference, additional information when booking a holiday online, and the important factors to evaluate while selecting the booking platform. .

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