OTAs outshine metasearch sites in sending traffic to air and hotel suppliers, says study
Participating in OTAs likely drives more visits directly to supplier websites than participating in metasearch, according to PhoCusWright’s US Online Travel Traffic Report.
New research out of PhoCusWright sheds interesting light on how well online travel agencies (OTAs) are performing in the US relative to metasearch sites, which aggregate fares and hotel offers from multiple sources.
Traffic to metasearch sites rose 13% in the past year, according to PhoCusWright’s US Online Travel Traffic Report, which was published today and was done in conjunction with Experian Hitwise.
Yet metasearch are managing only to persuade 2% of consumers to click through to the websites of air products, with only 1% of click-throughs to the websites of hotel suppliers.