Understanding the Online Travel Market share reveals a dynamic competition between established OTAs and emerging regional platforms. The rest of the world online travel market expanded from USD 35.18 billion in 2017 to a forecast USD 67.81 billion in 2023, and South America stands as the fastest growing region reflecting 15.09% CAGR.

Industry giants like Booking Holdings and Expedia maintain leadership via expansive inventories and global reach, while regional players leverage local insights to capture emerging opportunities.

South America’s booming middle class fuels growth for digital natives like Despegar, which localized mobile-first solutions attract mass adoption.

Europe and North America account for significant shares, with high digital engagement sustaining momentum.

Mergers and strategic alliances continue reshaping the competitive landscape, strengthening supply-chain integrations and enhancing service capabilities.

Market fragmentation fosters innovation, compelling established giants to iterate continuously on UX, AI personalization, and mobile-friendly offerings.