Similarweb Travel Market Update: December 2022

Booking.com dominates yearly growth and takes share of traffic from peers in a rising industry

• Booking.com led peers in growth in December 2022, rising 28% year over year, sharply above peer growth.
• Booking took a share of traffic from peers, gaining two percentage points while all other peers lost share of traffic in this cohort
• All the peers in this cohort did see rising traffic on a yearly and monthly basis but notably, Airbnb grew at the slowest rate in the cohort on an annual basis, and lost the most share of traffic in the group.
• Tripadvisor was the leader in this group in terms of total traffic, with 89 million visitors in December 2022.

Booking.com leads peers in annual growth

In terms of yearly growth, Booking.com grew at a sharply faster rate than peers with 28% traffic growth in December. However, all peers did see growth on a year-over-year basis, with Expedia second, at 17% growth, followed by Tripadvisor with 15% growth. Airbnb sharply lagged the peer average growth rate of 15.6%, growing only 6% versus last year.

All five peers saw month-over-month growth

In terms of monthly growth, December saw growth for all five peers in this cohort versus November, with Tripadvisor rising the fastest at 8.8%, followed by Airbnb at 8.2% and Booking at 8.1%. Expedia lagged peers in monthly growth, at 6.8%.

Booking.com gained the most share of traffic in the group, gaining nearly two full percentage points from peers, while all other peers in the group lost share versus each other. Airbnb lost the most relative traffic share, losing over two percentage points versus peers. However, despite these relative shifts, Tripadvisor remains the leader in the space in terms of total share of traffic, at 32%, followed by Airbnb at 24%, Expedia at 24%, and Booking at 20%.

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Report By: Jim Corridore, Senior Insights Manager

Methodology

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