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1. GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
PUBLICATION DATE: OCTOBER 2018
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-7 TABLE OF CONTENTS I PAGE 8 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 9 METHODOLOGY I PAGE 10 RELATED REPORTS I PAGE 11 CLIENTS I PAGE 12-13 FREQUENTLY ASKED QUESTIONS
PAGE 14 ORDER FORM I PAGE 15 TERMS AND CONDITIONS

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Global Online Airline Booking Market 2018
Report
Online Travel
Global, Asia-Pacific, Europe, North America, Latin America, Middle
East and Africa
China, Japan, South Korea, Australia, India, USA, Canada, UK,
Germany, France, Spain, Russia, Sweden, Brazil, Mexico, Argentina,
UAE, Saudi Arabia, South Africa
English
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QUESTIONS
ANSWERED
IN THIS REPORT
What is the projected size of the online direct flight booking market by 2020?
Which countries are leading in terms of online airline ticket booking sales?
How do mobile flight booking trends affect the market?
Which channels are preferred by travelers worldwide for researching and purchasing airline
tickets?
What are leading airline websites worldwide?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions
GLOBAL ONLINE AIRLINE BOOKING MARKET 2018

3. TECH INNOVATION HELPS AIRLINES BOOST DIRECT ONLINE BOOKINGS
Online direct bookings of flight tickets, generated on airlines’ own websites and
mobile apps, are projected to see solid growth over the next three years, and increase their
share of overall Internet-based flight sales to more than one-half, according to a projection
cited in the yStats.com report. Apps especially are on a growth spurt, expected to see their
contribution nearly triple by 2021 when compared to two years ago. However, competition
from intermediaries, such as Online Travel Agencies, remains strong and forces airlines to
re-think their E-Commerce and mobile strategies to encourage customer loyalty. Tech
innovations such as artificial intelligence, machine learning, and big data analytics, come to
airlines’ aid in providing a frictionless customer experience through direct booking channels.
International markets are diverse when it comes to the preferred digital booking
channels for flight tickets. In the USA, the world’s largest online airline booking market, top
airlines’ own websites and apps, including those of American Airlines, United Airlines and
Southeast Airlines, generate high amounts of web traffic, while in China, which ranks
second, around eight in ten travelers prefer OTAs such as Ctrip and Qunar over airlines’
websites when booking flights. An overarching worldwide trend is the growth of mobile
bookings. In Europe, for example, nearly one-quarter of airline bookings were made on
mobile devices, according to a recent estimate cited in the yStats.com report. Globally, over
one-half of travelers have at least one airline app installed on their devices.
GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
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4. MANAGEMENT SUMMARY
GLOBAL DEVELOPMENTS
 Overview of Online Flight Booking Market and Trends, October 2018
 Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2017 - 2022f
 Top 5 Countries by Online Airline Bookings, in USD billion, 2018e
 Online Direct Bookings for Airlines, in USD billion, 2017 & 2020
 Breakdown of Online Flight Booking by Channels According to Airlines’ Expectations, in %, 2016 & 2021f
 Airline Website and Airline Mobile App Share of Sales Channels, in %, 2017
 Share of Airline Direct Bookings Rejected or Cancelled Due to Suspicion of Fraud, in %, 2017
 Airline Direct Sales Channels Revenue Loss Due to Fraud, in %, 2017
 Breakdown of Online Bookings by Device, by Desktop, Smartphone and Tablet, in %, by Travel Category, incl. “Air
Tickets”, Q4 2017
 Breakdown of Mobile Website and App Usage for Activities Related to Travel Booking, incl. “Booking a Flight”, in % of
Online Travelers, 2017
 Types of Travel Apps that Smartphone Owners Installed, in % of Online Travelers, November 2017
 Breakdown of Number of Airline Apps Installed, in %, November 2017
 Top 20 Airline 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
 Share of Airline Passengers Preferring to Indirect Channels to Book Flights, in %, July 2018
 Share of OTAs in Online Airline Bookings, in % of Online Travelers Under 30, 2017
 Breakdown of the Market Share of the Top 3 Global Distribution Systems, in %, 2017
ASIA-PACIFIC
3.1. REGIONAL
 Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 - 2021f
3.2. CHINA
 Online Travel Sales, in CNY trillion, and Breakdown by Category, incl. “Online Airline Booking”, in %, 2013 – 2017e
 Online Airline Ticket Bookings, in CNY billion, and Year-on-Year Change, in %, 2010 – 2019f
 Online Airline Ticket Bookings, in CNY billion, and Year-on-Year Change, in %, Q1 2017 – Q1 2018
 Breakdown of Online Air Ticket Reservation Agencies by Market Share, in %, Q1 2018
 Breakdown of Channels Used When Booking Flights via Website or App, in % of Travelers, 2017e
3.3. JAPAN
 Breakdown of the First Action Taken When Purchasing a Travel Product, by Domestic and Overseas Travel, incl.
“Search on The Airlines’ Websites”, in % of Travelers, July 2017
 Breakdown of Travel Channels Used for Booking, incl. “Airline Direct Sales Sites and Applications”, in % of Overseas
Travelers, June 2018
3.4. SOUTH KOREA
 Breakdown of Online Airline Bookings by Channels, in %, H1 2017 & H1 2018
 Top 10 Travel Apps, by Active Monthly Users, in thousands, incl. Airlines, August 2017
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GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
TABLE OF CONTENTS (1 OF 4)
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GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
ASIA-PACIFIC (CONT.)
3.5. AUSTRALIA
 Breakdown of Travel Websites by Share of Visits, incl. “Jetstar”, “Virgin Australia”, in %, 2017
3.6. INDIA
 Breakdown of Online Travel Sales by Sub-Categories, including “Domestic Airline Tickets Booking” and “International
Air Tickets Booking”, in INR billion and in %, 2017
EUROPE
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
4.2. USA
 OTAs’ Sales in the “Airline” Segment, in USD billion, and in % Year-on-Year Change, 2015 - 2021f
 Devices Used for Shopping for and Booking Flights Online, in % of Online Travelers, December 2017
 Technological Advancements and Innovations That Would Improve Travel Experience According to Travelers, in % of
Travelers, January 2018
 Top Uses of Artificial Intelligence That Could Improve Travel Experience According to Travelers, in % of Travelers,
January 2018
 Top 10 Flight Booking Apps, by Total Number of Installs, in thousands, by App Store and Google Play Store, 4 Weeks
in September 2017
 Top 5 Flight Booking Apps by Store Rank, by Apple App Store and Google Play Store, October 2018
4.3. CANADA
 Number of Unique Visitors to Travel Websites, by Travel Information Websites, Online Travel Agents and Airlines
Websites, by Desktop and Mobile, in thousands, April 2017 & July 2017
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
 Mobile Flight Booking Share, in % of Total Online Flight Bookings, 2013 – 2017e
5.2. UK
 Online Card Spending in the “Airlines” Sector, in GBP million, Online Share of Spending, and Number of Transactions,
in millions, by Credit Card and Debit Card, 12 Months to October 2017
 Use of Airline Websites and Apps for Planning and Booking the Last Trip, in % of Online Travel Bookers, by Age
Group, April 2017
 Top 10 Travel Websites, by Average Monthly Visits, in millions, incl. Airlines, August 2016 – July 2017
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GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
EUROPE (CONT.)
5.3. GERMANY
 Online Travel Booker Penetration by Category, incl. “Flight”, in % of Internet Users, May 2018
 Use of Airline Websites and Apps for Planning and Booking the Last Trip, in % of Online Travel Bookers, by Age
Group, April 2017
5.4. FRANCE
 Use of Airline Websites and Apps for Planning and Booking the Last Trip, in % of Online Travel Bookers, by Age
Group, April 2017
 Top 10 Travel Websites, by Number of Unique Visitors per Month, in thousands, in % of Population and by Number
of Unique Daily Visitors, in thousands, incl. Airlines, Q2 2018
5.5. SPAIN
 Online Card Spending in the “Air Transportation” Segment, in EUR million, Q1 2016 – Q1 2018
 Top 10 Travel Websites, by Average Monthly Visits, in millions, incl. Airlines, August 2016 – July 2017
5.6. RUSSIA
 Breakdown of Online Travel Sales by Sub-Category, in %, 2016 & 2017
 Devices Used for Online Flight Tickets Search, Reservation, Payment, by Desktop, Smartphone and Tablet, in % of
Online Travelers, May 2017
 Breakdown of Traffic to Online Flight Booking Channels, in %, August-October 2017 and February-April 2018
 Top 10 Travel Websites, by Average Monthly Visits, in millions, incl. Airlines and Airline Booking OTAs, August 2016 –
July 2017
5.7. SWEDEN
 Breakdown of Online Travel Sales, by Category, in %, 2017
 Top 10 Travel Websites, by Average Monthly Visits, in thousands, incl. Airlines, August 2016 – July 2017
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
 Conversion Rate Travel Websites by Category, incl. “Airline and Airports”, in %, March 2017
 Product Categories Purchased via Mobile, in % of Mobile Internet Users, incl. “Airplane Tickets”, August 2017
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GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
LATIN AMERICA (CONT.)
6.3. MEXICO
 Travel Services Booked via Digital Platforms, by Business and Leisure/Holiday Travelers, incl. “Domestic Flights” and
“International Flights”, in % of Online Travel Bookers, August 2017
 Average Monthly Visits to Travel Websites, in millions, Reach, in % of Internet Users, and Conversion Rate, in %, by
Travel Category, incl. “Airlines”, January - July 2018
 Transactions Conducted via Mobile App, in % of Mobile Device Owners, incl. “Booked Flights”, August 2017
6.4. ARGENTINA
 Digital Travel Services Purchased via Mobile, incl. “Flight Tickets”, by Age Group, in % of Mobile Internet Users, April
2017
MIDDLE EAST AND AFRICA
7.1. REGIONAL
 Travel-Related Search Activities When Planning a Trip, in % of Online Travelers, March 2018
Top Travel Websites, in % of Online Travelers, March 2018
7.2. UAE
 Top 5 Airline Websites, incl. Total Website Visits on Desktop and Mobile, in millions, UAE’s Share of Total Visits on
Desktop, in %, September 2018
7.3. SAUDI ARABIA
 Top 5 Airline Websites, incl. Total Website Visits on Desktop and Mobile, in millions, Saudi Arabia’s Share of Total
Visits on Desktop, in %, September 2018
7.3. SOUTH AFRICA
 Top 5 Airline Websites, incl. Total Website Visits on Desktop and Mobile, in millions, and South Africa’s Share of Total
Visits on Desktop, in %, September 2018
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GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
REPORT-SPECIFIC SAMPLE CHARTS

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GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
GENERAL METHODOLOGY OF OUR 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 solely 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 all
obtained 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 always 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.
METHODOLOGY OF OUR GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
Report Coverage
 This report covers the global online travel market for airline
tickets. It takes into account a wide definition of the market, including
bookings through direct channels (airline website and apps) and
intermediaries (online travel agencies).
 Besides sales figures, penetration and rankings, this report also
reveals important market trends, such as the rise of mobile bookings.
 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 and trends.
 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
total 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 airline booking sales, channels used for booking
flights, devices used to book flights online, share of consumers booking
flights online, and top websites and apps used to book flights. 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 broad context for the
development of the online accommodation booking segment.
METHODOLOGY
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10. Global Online Travel Market 2018
Global Online Accommodation Booking Market 2018
Global B2C E-Commerce Market 2018
Online Retail in Emerging Markets 2018
Europe B2C E-Commerce Market 2018
Asia-Pacific B2C E-Commerce Market 2018
Southeast Asia B2C E-Commerce Market 2018
Africa B2C E-Commerce Market 2018
Middle East B2C E-Commerce Market 2018
Global Online Payment Methods: Full Year 2017
Global Alternative Online Payment Methods: Full Year 2017
Europe Online Payment Methods: Full Year 2017
APAC Online Payment Methods: Full Year 2017
North America Online Payment Methods: Full Year 2017
Latin America Online Payment Methods: Full Year 2017
Middle East and Africa Online Payment Methods: Full Year 2017
Global Cross-Border B2C E-Commerce 2018
Europe Cross-Border B2C E-Commerce 2018
Asia-Pacific Cross-Border B2C E-Commerce 2018
Global B2B E-Commerce Market 2018
Global B2B Payment Trends 2018
October 2018
October 2018
July 2018
August 2018
September 2018
June 2018
May 2018
March 2018
January 2018
July 2018
July 2018
June 2018
June 2018
July 2018
July 2018
July 2018
September 2018
September 2018
September 2018
September 2018
October 2018
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GLOBAL ONLINE AIRLINE BOOKING MARKET 2018
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