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TRENDSMobiletraveltrendsCHAPTER

01TravelappsmarketRevenueofthetravelappsmarketworldwidefrom2017to2027(inbillionU.S.dollars)Revenueofthetravelappsindustryworldwide2017-20272.52.01.51.00.50.0201720182019202020212022202320242025202620273Description:Theglobalindicator'RevenueBySegment'inthe'Travel'segmentoftheappmarketwasforecasttocontinuouslyincreasebetween2023and2027byintotal0.8billionU.S.dollars(+64percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreachtwobillionU.S.dollarsandthereforeanewpeakin2027.Notably,theindicator'RevenueBySegment'ofthe'Travel'segmentoftheappmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Worldwide;2017to2027Source(s):DigitalMarketInsightsRevenueoftravelappsinselectedcountriesworldwidein2023(inmillionU.S.dollars)Travelappsrevenueinselectedcountriesworldwide2023RevenueinmillionU.S.dollars200

3000100400500600UnitedStatesChina538.1382.7UnitedKingdomGermanyJapan54.7135.1629.8620.23CanadaFranceBrazilSouthKoreaIndia17.4415.3911.8211.388.57ItalyMexico7.06Russia7.244Description:Fromtheselectedregions,therankingbyindicator'RevenueBySegment'inthe'Travel'segmentoftheappmarketisleadbytheUnitedStateswith538.1millionU.S.dollarsandisfollowedbyChina(382.7millionU.S.dollars).Incontrast,therankingistrailedbySouthAfricawith1.83millionU.S.dollars,recordingadifferenceof536.27millionU.S.dollarstotheUnitedStates.TheMarketInsightscoverabroadrangeofadditionalmarkets.ReadmoreNote(s):Worldwide;October1,2023Source(s):DigitalMarketInsightsBrandinteractionsenttoconsumersbymobileappsin2022,byappcategoryMobileappsaverageinteractionrate2022,byappcategoryAverageinteractionrate20%

30%0%10%40%39%50%50%60%UtilitiesBusinessservicesPersonalservicesFinance42%36%Travel29%Media&entertainementFood&drinkShopping24%24%22%Education20%Healthcare15%Allapps28%5Description:In2022,theaverageinteractionrateonallappcategorieswas28percent,whileappsintheutilitiessegmentoutperformedthegreaterinteractiontrend,reaching50percentengagementratebetweenbrandsandusers.Inthebusinessservicescategory,users'engagementwithappsreached42percentinteractionratewithbrands.ReadmoreNote(s):Worldwide;2022;iOSandAndroidSource(s):AlchemerRetentionrateonday30ofmobileappinstallsworldwidein3rdquarter2023,bycategoryMobileappuserretentionrateworldwideQ32023,bycategoryRetentionrate4%0%1%2%3%5%6%7%8%9%10%NewsandmagazinesBusiness9.1%5.17%5.05%TransportationShopping4.06%FoodanddrinkUtilityandproductivityFinance3.22%3.16%3%TravelLifestyleCasinosandGamblingHealthandfitnessEntertainmentDating2.94%2.88%2.83%2.8%2.76%2.04%6Description:Notallappcategoriescanboastthesamedegreeofuserretentiononday30.Whilenewsappswerereportedinthethirdquarterof2023tohavearetentionrateofoverninepercent,educationappspresentedlessthantwopercentretentionrateafter30daysfrominstall.Entertainmentappspresentedathreepercentinstallationrate,whileashoppingappshadaretentionrateofaroundfourpercentonemonthafterinstallation.ReadmoreNote(s):Worldwide;Q32023;retentionafter30daysfrominstallSource(s):AppsFlyerAverageretentionrateoftravel,tourism,andhospitalityappsworldwidein2022Averageretentionrateoftravelandtourismappsworldwide2022Average30-dayretentionAverage90-dayretentionAverageannualretention62%70%60%57%55%49%50%40%30%20%10%0%46%42%34%32%31%TransportationHospitality/TourismAuto7Description:Theretentionratemeasuresthepercentageofuserswhocontinuetouseanappafterhavingdownloadedit.Accordingtoa2022study,hospitalityandtourismappshada46percentaverageretentionover90daysthatyear.Meanwhile,theaverageannualretentionrateofthiskindofappswas34percentin2022.ReadmoreNote(s):Worldwide;2022Source(s):AlchemerAveragenumberofreviewsoftravel,tourism,andhospitalityappsworldwidein2022Averagenumberofreviewsoftravelandtourismappsworldwide2022iOSappsAndroidapps4,5004,0003,5003,0002,5002,0001,5004,2743,5152,5421,1141,0005000742247TransportationHospitality/TourismAuto8Description:Accordingtoa2022study,hospitalityandtourismAndroidappsrecordedanaverageof2,542reviewsthatyear,whileiOSappsofthesametypereceivedanaverageof1,114reviews.Overall,travelappsfocusingonautoreportedthehighestaveragenumberofreviewsinthetravel,tourism,andhospitalitysectorin2022.ReadmoreNote(s):Worldwide;2022Source(s):AlchemerShareoftravelerswhoappreciatetravelappsthatreducethestressofatripasofJuly2023,bygenerationAppreciationofappsthatreducetravelstressworldwide2023,bygeneration90%84%81%80%70%60%50%40%30%20%10%0%71%61%GenZMillenialsGenXBabyBoomers9/statistics/1424874/appreciation-apps-reduce-travel-stress-by-generationAccordingtoaJuly2023study,Millennialsreportedthehighestappreciationforappsthatreducethestressoftraveling.Overall,84percentofrespondentsfromthatgenerationappreciatedsuchtravelapps,asdid81percentofsurveyedGenZtravelers.ReadmoreNote(s):Worldwide;July2023;approx10,000;18-74yearsSource(s):Hilton;IpsosCHAPTER

02LeadingtravelappsNumberofaggregateddownloadsofselectedleadingtravelappsworldwidein2023(inmillions)Numberofaggregateddownloadsofleadingtravelappsworldwide2023Numberofdownloadsinmillions40

6002080100120140GoogleMaps129.8Uber114.19WhereismyTrain93.88B76.45inDrive65.8663.8959.32WazeAirbnbAmap51.6650.08GoogleEarthChinaAcademyofRailwaySciencesGroup45.2311Description:TheGoogleMapsmobileappreportedthehighestnumberofdownloadsworldwideamongtheselectedtravelappsin2023.Thatyear,thisapprecordednearly130millionaggregateddownloadsoniOSandGooglePlay.TheUberappwasthesecondmostdownloadedappintheranking,withroughly114milliondownloads.ReadmoreNote(s):Worldwide;2023;aggregatednumberofdownloadsoniOSandGooglePlaySource(s):AppMagicNumberofaggregateddownloadsofselectedleadingonlinetravelagencyappsworldwidein2023(inmillions)Numberofaggregateddownloadsofleadingonlinetravelagencyappsworldwide2023908070605040302010076.4559.3227.321.9521.2918.8217.0413.33Vrbo12.8810.417.05BAirbnbAgodaExpediaTHopperMakeMyTriptrivagoH

Tripadvisor12Description:TheBmobileappreportedthehighestnumberofdownloadsworldwideamongtheselectedonlinetravelagencyappsin2023.Thatyear,thisapprecordedaround76.5millionaggregateddownloadsoniOSandGooglePlay.TheAirbnbappwasthesecondmostdownloadedappintheranking,withroughly59milliondownloads.ReadmoreNote(s):Worldwide;2023;aggregatednumberofdownloadsoniOSandGooglePlaySource(s):AppMagicNumberofaggregateddownloadsofselectedleadingtravelappsintheUnitedStatesin2023(inmillions)NumberofaggregateddownloadsofleadingtravelappsintheU.S.20232519.84201510518.7914.713.8412.6212.0811.2910.8710.3510.30GoogleMapsUberLyftAirbnbExpediaWazeVrboHopperBAmericanAirlines13Description:TheGoogleMapsmobileappreportedthehighestnumberofdownloadsintheUnitedStatesamongtheselectedtravelappsin2023.Thatyear,thisapprecordednearly20millionaggregateddownloadsoniOSandGooglePlay.TheUberappwasthesecondmostdownloadedappintheranking,witharound18.8milliondownloads.ReadmoreNote(s):UnitedStates;2023;aggregatednumberofdownloadsoniOSandGooglePlaySource(s):AppMagicNumberofaggregateddownloadsofselectedleadingonlinetravelagencyappsintheUnitedStatesin2023(inmillions)NumberofaggregateddownloadsofleadingonlinetravelagencyappsintheU.S.20231613.84141210812.6211.2910.8710.3564.194.03421.191.140.970.910AirbnbExpediaVrboHopperBPricelineHViatorTripadvisortrivagoKAYAK14Description:TheAirbnbmobileapprecordedthehighestnumberofdownloadsintheUnitedStatesamongtheselectedonlinetravelagencyappsin2023.Thatyear,thisappreportednearly14millionaggregateddownloadsoniOSandGooglePlayintheUnitedStates.TheExpediaappwasthesecondmostdownloadedappintheranking,withroughly12.6milliondownloads.ReadmoreNote(s):UnitedStates;2023;aggregatednumberofdownloadsoniOSandGooglePlaySource(s):AppMagicCHAPTER

03TravelwebsitesviamobileLeadingsmartphoneusersactivitiesworldwidefromJuly2022toJune2023Mostpopularsmartphoneactivitiesforglobalusers2022-2023Unweightedaverageofsmartphoneusers20%

30%

40%0%10%50%60%70%80%ChattingorsendingmessagesE-mailing74.7%70.95%OnlinebankingListeningtomusicWatchingvideos62.9%61.7%61.1%SearchingforproductsBuyingproducts56.7%56.6%54.55%52.3%UploadingvideosorphotosReadingnewspagesMakinginternetcallsUsingonlinemap/navigationservicesWatchingmovies/seriesComparingprices47.45%46.7%44.85%43.3%16Description:AccordingtoasurveyofsmartphoneusersconductedbetweenJuly2022andJune2023inselectedcountriesworldwide,anaverageof75percentofsmartphoneusersreportedusingtheirsmartphonetochatandsendmessages,whilearoundsevenin10reportedsendinge-mails.Accessingtheironlinebankingwasthethirdmostpopularactivityonaverageforglobalrespondents,whilearound62percentofrespondentsreportedlisteningtomusicontheirmobiledevices.Watching[...]

ReadmoreNote(s):Worldwide;July2022toJune2023;18-64years;unweightedaverage,respondentswhouseasmartphoneSource(s):ConsumerInsightsSmartphoneuseractivitiesinselectedcountriesworldwidefromJuly2022toJune2023Smartphoneactivitiesinselectedcountries2023AustraliaAustria70%78%65%53%52%56%53%49%56%39%39%31%42%Brazil84%72%66%71%78%68%65%58%56%71%48%60%52%Canada75%73%63%60%60%54%49%51%39%41%47%37%39%China67%35%45%60%63%49%60%57%43%45%46%60%33%France75%72%60%56%56%53%53%44%44%63%29%40%42%Finland75%86%77%62%60%60%52%52%71%36%50%40%48%ChattingorsendingmessagesE-mailing54%73%36%66%28%24%59%26%40%66%25%38%52%OnlinebankingListeningtomusicWatchingvideosSearchingforproductsBuyingproductsUploadingvideosorphotosReadingnewspagesMakinginternetcallsUsingonlinemap/navigationservicesWatchingmovies/seriesComparingprices17Description:AccordingtoasurveyofsmartphoneusersconductedbetweenJuly2022andJune2023,chattingorsendingmessageswasoneofthemostcommonactivitiesonmobileinseveralmarkets,with77percentofusersintheUnitedKingdom(UK)aswellas71percentofusersintheUnitedStatesreportingtousetheirsmartphonetoexchangemessages.Watchingvideosonmobilewasalsoamongthemostcommonactivities,witheightin10respondentsinBrazilreportingtoconsumevideo[...]

ReadmoreNote(s):Worldwide;July2022toJune2023;18-64years;respondentswhouseasmartphoneSource(s):ConsumerInsightsShareoftrafficoftravelandhospitalitywebsitesworldwidein2022and2023,bydeviceTrafficshareoftravelandhospitalitywebsitesworldwide2022-2023,bydeviceMobileDesktop120%100%80%60%40%20%0%32.2%35.8%67.8%202364.2%202218Description:Accordingtoastudyfocusingontravelandhospitalitywebsitesworldwide,mobileusersaccountedformostonlinevisitorsinthatmarketin2023.Thatyear,mobilesgeneratednearly68percentofalltheonlinetrafficinthetravelandhospitalitysegment,experiencinganincreaseof3.6percentagepointscomparedto2022.ReadmoreNote(s):Worldwide;2022and2023Source(s):ContentSquareAveragetimespentpersessionontravelandhospitalitywebsitesworldwidein2022and2023,bydeviceTimespentontravelandhospitalitywebsitesworldwide2022-2023,bydeviceDesktopMobile97.887.4765432103.23.12022202319Description:Accordingtoastudyfocusingontravelandhospitalitywebsitesworldwide,desktopusersspentahighertimepersessionthanmobileusersin2023.Thatyear,whiletheaveragetimespentpersessionviadesktopwas7.8minutes,itwasjust3.1minutesviamobile.Thatsaid,mobilesgeneratedthehighest?trafficshareoftravelandhospitalitywebsitesworldwidein2023.ReadmoreNote(s):Worldwide;2022and2023Source(s):ContentSquareAveragebouncerateoftravelandhospitalitywebsitesworldwidein2022and2023,bydeviceBouncerateoftravelandhospitalitywebsitesworldwide2022-2023,bydeviceDesktopMobile45%40%35%30%25%20%15%10%5%40.6%38%35.6%32.9%0%2022202320Description:Accordingtoastudyfocusingontravelandhospitalitywebsitesworldwide,mobileusersrecordedthehighestaveragebouncerateinthatmarketin2023.Thatyear,anaverageofnearly41percentofvisitorsaccessingtravelwebsitesviamobilebouncedafteraccessingjustonepage.In2023,mobilesgeneratedthehighesttrafficshareoftravelandhospitalitywebsitesworldwide.ReadmoreNote(s):Worldwide;2022and2023Source(s):ContentSquareAverageconversionrateoftravelandhospitalitywebsitesworldwidein2022and2023,bydeviceConversionrateoftravelandhospitalitywebsitesworldwide2022-2023,bydeviceDesktopMobileOverall8%7.6%7.3%7%6%5%4%3%2%1%0%4.6%4.2%3.1%20222.6%202321Description:Accordingtoastudyfocusingontravelandhospitalitywebsitesworldwide,desktopusersrecordedahigheraverageconversionratethanmobileusersinthatmarketin2023.Thatyear,whiletheconversionratefromdesktopwas7.6percent,just2.6percentofvisitorsaccessingtravelwebsitesviamobilefinalizedtheirbooking.Thatsaid,mobilesgeneratedthehighesttrafficshareoftravelandhospitalitywebsitesworldwidein2023.ReadmoreNote(s):Worldwide;2022and2023Source(s):ContentSquareCHAPTER

04MobiletravelplanningMainresourcesusedfortripinspirationbytravelersworldwideasofOctober2023,bycountryMainresourcesfortripinspirationusedbytravelersworldwide2023,bycountryYoutubeWorld

ofmouthInstagramOnline

medi27%reccomendationsWorldwideUnitedStatesUnitedKingdomUnitedArabEmiratesSouthKoreaSingaporeNetherlandsSaudiArabiaJapan40%33%21%67%56%64%31%57%32%33%79%24%35%30%43%31%27%41%31%27%19%26%31%40%33%32%20%58%32%54%23%44%17%34%64%18%31%22%39%24%34%29%22%30%22%49%18%ItalyIndiaFrance23Description:A2023studyanalyzedthemainresourcesusedfortripinspirationbytravelersacross15globalcountries.Overall,40percentofthesamplereportedusingYouTubeastheirmainsourceoftravelinspiration.Thatsaid,while79percentofrespondentsfromIndiareliedonYouTubeforthatpurpose,onlyaquarterofsurveyedtravelersinFrancementioneddoingthesame.ReadmoreNote(s):Worldwide;October20231;18,000respondentsSource(s):SkyscannerShareoftravelerswhousedamobiledevicetoplanorbooktravelinthelastsixmonthsworldwideasofOctober2023,byactivityUseofmobiledevicestoplanorbooktravelworldwide2023,byactivity60%48%50%40%30%20%10%0%47%40%22%DestinationresearchComparedflightorhoteloptionsand

Bookedandpaidforflightorhotelprices

optionsUsedanAIchatbottoplan/researchtravel24Description:A2023surveyanalyzedhowtravelersusedtheirmobiledevicestoplanorbooktheirtripsworldwide.Whilenearlyhalfofthesampleusedeitheraphoneoratabletfordestinationresearch,lessthanaquarterofrespondentsreliedonanAIchatbottoplanorresearchtravelasofthesurveyperiod.ReadmoreNote(s):Worldwide;October20231;18,000respondents;mobiledevicereferstoeitheraphoneortabletSource(s):SkyscannerShareoftravelerswhousedamobiledevicetoplanorresearchtravelwithanAIchatbotworldwideasofOctober2023,bycountryUseofmobiledevicestoplantravelwithanAIchatbotworldwide2023,bycountryShareofrespondents0%10%20%30%40%50%60%70%UnitedStatesIndia63%45%UnitedArabEmiratesSaudiArabiaSingaporeSouthKoreaSpain31%30%23%17%16%ItalyGermany14%14%CanadaFrance11%11%Australia10%10%NetherlandsUnitedKingdomJapan8%5%25Description:A2023surveyanalyzedtheuseofAIchatbotsviamobiledevicestoplanorresearchtravelacross15marketsworldwide.Amongtheselectedcountries,theUnitedStatesreportedthehighestshareoftravelersusingAIviaeitheraphoneortabletfortravelplanningreasons,with63percentofrespondentsreportingdoingso.Ontheother,justfivepercentofsurveyedJapanesetravelersmentioneddoingthesame

ReadmoreNote(s):Worldwide;October20231;18,000respondents;mobiledevicereferstoeitheraphoneortabletSource(s):SkyscannerCHAPTER

05MobiletravelbookingsEstimateddesktopvs.mobilerevenueofleadingonlinetravelagencies(OTAs)worldwidein2023(inbillionU.S.dollars)Estimateddesktopvs.mobilerevenueofleadingOTAsworldwide2023RevenueinbillionU.S.dollarsDesktop10Mobile05152025BookingHoldingsExpediaGroupAirbnbTGroup1TripadvisorMakeMyTrip1Despegar1eDreamsOdigeo1TrivagoLGroup1OntheBeachGroup27Description:Accordingto2023estimates,BookingHoldings'globalrevenuewasevenlysplitbetweenmobileanddesktopbookings.Asestimated,theonlinetravelagency(OTA)generatedrevenueofroughly10.8billionU.S.dollarsthroughmobiledevicesand10.5billionU.S.dollarsviadesktopbookings.Bycontrast,itwasestimatedthatmostoftheExpediaGroupandAirbnb'srevenuecamefromdesktopusersthatyear.ReadmoreNote(s):Worldwide;2023Source(s):VarioussourcesEstimateddesktopvs.mobilerevenueshareofleadingonlinetravelagencies(OTAs)worldwidein2023Estimateddesktopvs.mobilerevenueshareofleadingOTAsworldwide2023ShareofrevenueDesktop

Mobile60%0%20%40%80%100%120%BookingHoldingsExpediaGroupAirbnb49%51%70%77%30%23%89%87%84%11%13%16%TGroup1TripadvisorMakeMyTrip183%82%17%18%Despegar1eDreamsOdigeo1Trivago88%95%12%5%LGroup1OntheBeachGroup82%18%28Description:Accordingto2023estimates,BookingHoldingsgeneratedroughlyhalfofitsglobalrevenueviamobilebookings.Bycontrast,itwasestimatedthat70percentoftheExpediaGroup'sincomeand77percentofAirbnb'srevenuecamefromdesktopusersthatyear.ReadmoreNote(s):Worldwide;2023;companiesarerankedbasedonthehighestrevenuein2023Source(s):VarioussourcesMobilepaymentsusagebysituationintheU.S.in2024MobilepaymentsusagebysituationintheU.S.2024Shareofrespondents0%10%20%16%15%13%11%30%40%50%60%70%80%Foreverydaypurchases(e.g.,food)ForfoodanddrinksinrestaurantsForfoodanddrinksinbarsandcafésForminorpurchases(e.g.,decorationitems)Fortravelbookings7%ForpublictransportationticketsFormajorpurchases(e.g.,washingmachine)Foradmissiontickets7%7%7%Other1%Ihavenotpaidwithmymobiledeviceatall76%29Description:InasurveyconductedbetweenApril2023andMarch2024,some16percentofrespondentsintheUnitedStatesstatedthattheyhadpaidwiththeirsmartphoneforeverydaypurchasesinthepast12months.

ReadmoreNote(s):UnitedStates;fourwavesfromApril2023toMarch2024;10062respondents;18-64yearsSource(s):ConsumerInsightsMobilepaymentsusagebysituationinCanadain2024MobilepaymentsusagebysituationinCanada2024Shareofrespondents0%10%20%15%14%13%11%30%40%50%60%70%80%Foreverydaypurchases(e.g.,food)ForfoodanddrinksinrestaurantsForfoodanddrinksinbarsandcafésForminorpurchases(e.g.,decorationitems)Foradmissiontickets7%7%ForpublictransportationticketsFortravelbookings4%4%Formajorpurchases(e.g.,washingmachine)Other1%Ihavenotpaidwithmymobiledeviceatall79%30Description:InasurveyconductedbetweenApril2023andMarch2024,some15percentofrespondentsinCanadastatedthattheyhadpaidwiththeirsmartphoneforeverydaypurchasesinthepast12months.

ReadmoreNote(s):Canada;fourwavesfromApril2023toMarch2024;2020respondents;18-64yearsSource(s):ConsumerInsightsMobilepaymentsusagebysituationinMexicoin2024MobilepaymentsusagebysituationinMexico2024Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%ForfoodanddrinksinrestaurantsForfoodanddrinksinbarsandcafésForeverydaypurchases(e.g.,food)Forminorpurchases(e.g.,decorationitems)Foradmissiontickets12%11%10%8%6%6%5%FortravelbookingsFormajorpurchases(e.g.,washingmachine)ForpublictransportationticketsOther2%1%Ihavenotpaidwithmymobiledeviceatall82%31Description:InasurveyconductedbetweenApril2023andMarch2024,some12percentofMexicanrespondentsstatedthattheyhadpaidwiththeirsmartphoneforfoodanddrinksinrestaurantsinthepast12months.

ReadmoreNote(s):Mexico;fourwavesfromApril2023toMarch2024;2027respondents;18-64yearsSource(s):ConsumerInsightsMobilepaymentsusagebysituationinIndiain2024MobilepaymentsusagebysituationinIndia2024Shareofrespondents0%10%20%30%40%50%ForfoodanddrinksinrestaurantsForeverydaypurchases(e.g.,food)Forfoodand