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Online Travel Agency Market Size, Share and Forecast 2026-2036

The global online travel agency market is worth USD 84.2 bn in 2026 and is forecast to reach USD 182 bn by 2036, growing at a 8.0% CAGR. United States is the largest country market and Accommodation is the largest by service segment.

USD 84.2 bnMarket size 2026
USD 182 bnForecast 2036
8.0%CAGR 2026-2036
United StatesLargest country

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5 segmentation views25 countries2026 to 2036 yearly forecast

Market overview

The global online travel agency market is worth USD 84.2 bn in 2026 and is forecast to reach USD 182 bn by 2036, growing at a 8.0% CAGR. United States is the largest country market and Accommodation is the largest by service segment.

ScopeNet revenue of online travel agencies and travel metasearch platforms from commissions, booking fees and advertising on hotels, flights, packages and activities booked online.
IndustryTravel and Tourism
Value 2025USD 78.0 bn
Value 2026USD 84.2 bn
Value 2036USD 182 bn
CAGR 2026-20368.0%
Volume 20261,604 million bookings
Volume 20363,135 million bookings
Average price 2026USD 52.5 per booking
Report priceStarts from USD 1,999
PublishedNovember 2026

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Online Travel Agency market size and forecast, 2026-2036

Exhibit 1The global online travel agency market is forecast to grow from USD 84.2 bn in 2026 to USD 182 bn by 2036, more than doublingGlobal market value in USD: 2025 base year, 2026 estimate and forecast to 2036. CAGR 2026 to 2036: 8.0%
Online Travel Agency market value, 2025 to 2036Market value by year. 2025: USD 78.0 bn; 2026: USD 84.2 bn; 2027: USD 91.0 bn; 2028: USD 98.3 bn; 2029: USD 106 bn; 2030: USD 115 bn; 2031: USD 124 bn; 2032: USD 134 bn; 2033: USD 144 bn; 2034: USD 156 bn; 2035: USD 168 bn; 2036: USD 182 bn. Compound annual growth rate 2026 to 2036: 8.0%.202584.2 bn2026124 bn2031182 bn20368.0% CAGR

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

YearMarket value
2026USD 84.2 bn
2027USD 91.0 bn
2028USD 98.3 bn
2029USD 106 bn
2030USD 115 bn
2031USD 124 bn
2032USD 134 bn
2033USD 144 bn
2034USD 156 bn
2035USD 168 bn
2036USD 182 bn

Online Travel Agency market segmentation

By service

Exhibit 2Accommodation is the largest segment by service, with 58.0% of 2026 revenueEstimated share of 2026 global revenue, by service
Online Travel Agency market share by service, 2026Share of 2026 revenue by service. Accommodation: 58.0%; Flights and transport: 22.0%; Packages and activities: 20.0%.Accommodation58.0%Flights and transport22.0%Packages and activities20.0%

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Accommodation58.0%55.1%USD 48.9 bn7.5%
Flights and transport22.0%20.9%USD 18.5 bn7.5%
Packages and activities20.0%23.9%USD 16.8 bn10.0%

By model

Exhibit 3Marketplace commission adds the most revenue by model, growing from USD 52.2 bn in 2026 to USD 107 bn by 2036Estimated revenue in USD by model, 2026 and 2036 forecast
Online Travel Agency market by model, 2026 and 2036Revenue by model in 2026 and 2036. Marketplace commission: USD 52.2 bn in 2026, USD 107 bn in 2036, change +106%; Merchant model: USD 21.1 bn in 2026, USD 47.5 bn in 2036, change +125%; Advertising and metasearch: USD 11.0 bn in 2026, USD 27.1 bn in 2036, change +147%.20262036 forecastChangeMarketplace commission+106%52.2 bn107 bnMerchant model+125%21.1 bn47.5 bnAdvertising and metasearch+147%11.0 bn27.1 bn

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Marketplace commission62.0%59.0%USD 52.2 bn7.5%
Merchant model25.0%26.1%USD 21.1 bn8.5%
Advertising and metasearch13.0%14.9%USD 11.0 bn9.5%

By device

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Mobile48.0%60.0%USD 40.4 bn10.4%
Desktop44.0%32.0%USD 37.1 bn4.6%
Call centre and offline8.0%8.0%USD 6.7 bn8.0%

By travel purpose

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Leisure68.0%66.0%USD 57.3 bn7.7%
Business20.0%20.0%USD 16.8 bn8.0%
Visiting friends and relatives12.0%14.0%USD 10.1 bn9.7%

By booking window

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Last minute under 7 days26.0%28.0%USD 21.9 bn8.8%
1 to 8 weeks ahead44.0%43.0%USD 37.1 bn7.8%
Over 8 weeks ahead30.0%29.0%USD 25.3 bn7.6%

Top 25 countries for online travel agency by revenue

Countries are ranked by revenue earned from sales in the country, not by where the product is made. The ten largest hold 75.0% of 2026 revenue and the 25 countries below together hold 93.5%.

Exhibit 4United States is the largest country market at USD 22.7 bn in 2026, and the three largest countries hold 49.0% of global revenueEstimated 2026 revenue in USD and share of the global market, ten largest countries
Online Travel Agency market, ten largest countries in 2026Ten largest countries by 2026 revenue. United States: USD 22.7 bn, 27.0%; China: USD 13.5 bn, 16.0%; United Kingdom: USD 5.1 bn, 6.0%; Germany: USD 4.2 bn, 5.0%; France: USD 3.4 bn, 4.0%; Japan: USD 3.4 bn, 4.0%; India: USD 3.4 bn, 4.0%; Brazil: USD 2.5 bn, 3.0%; Spain: USD 2.5 bn, 3.0%; Australia: USD 2.5 bn, 3.0%.United States22.7 bn 27.0%China13.5 bn 16.0%United Kingdom5.1 bn 6.0%Germany4.2 bn 5.0%France3.4 bn 4.0%Japan3.4 bn 4.0%India3.4 bn 4.0%Brazil2.5 bn 3.0%Spain2.5 bn 3.0%Australia2.5 bn 3.0%

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

#CountryValue 2026Share 2026Value 2036CAGR 2026-36
1United StatesUSD 22.7 bn27.0%USD 44.0 bn6.8%
2ChinaUSD 13.5 bn16.0%USD 32.9 bn9.3%
3United KingdomUSD 5.1 bn6.0%USD 9.3 bn6.3%
4GermanyUSD 4.2 bn5.0%USD 7.8 bn6.4%
5FranceUSD 3.4 bn4.0%USD 6.2 bn6.3%
6JapanUSD 3.4 bn4.0%USD 6.5 bn6.9%
7IndiaUSD 3.4 bn4.0%USD 11.8 bn13.4%
8BrazilUSD 2.5 bn3.0%USD 6.2 bn9.4%
9SpainUSD 2.5 bn3.0%USD 4.9 bn6.9%
10AustraliaUSD 2.5 bn3.0%USD 5.1 bn7.3%
11ItalyUSD 2.1 bn2.5%USD 4.6 bn8.4%
12CanadaUSD 1.8 bn2.2%USD 4.1 bn8.4%
13NetherlandsUSD 1.6 bn1.9%USD 3.7 bn8.4%
14IndonesiaUSD 1.5 bn1.7%USD 3.5 bn9.1%
15ThailandUSD 1.3 bn1.6%USD 2.9 bn8.3%
16MexicoUSD 1.2 bn1.4%USD 2.6 bn8.4%
17South KoreaUSD 1.0 bn1.2%USD 2.3 bn8.4%
18TurkeyUSD 918 mn1.1%USD 2.1 bn8.4%
19SingaporeUSD 817 mn1.0%USD 1.8 bn8.4%
20SwitzerlandUSD 724 mn0.9%USD 1.6 bn8.5%
21RussiaUSD 649 mn0.8%USD 1.5 bn8.4%
22PolandUSD 573 mn0.7%USD 1.3 bn8.5%
23VietnamUSD 514 mn0.6%USD 1.2 bn9.2%
24United Arab EmiratesUSD 455 mn0.5%USD 1.0 bn8.4%
25MalaysiaUSD 404 mn0.5%USD 909 mn8.4%
Rest of worldUSD 5.5 bn6.5%USD 11.9 bn8.1%
Exhibit 5United States and China account for 42% of the USD 97.6 bn the market is forecast to add by 2036Forecast revenue added between 2026 and 2036 by country, in USD
Online Travel Agency market, where the growth to 2036 comes fromRevenue added between 2026 and 2036. Market value 2026: USD 84.2 bn. United States: +USD 21.3 bn; China: +USD 19.4 bn; India: +USD 8.5 bn; United Kingdom: +USD 4.2 bn; Brazil: +USD 3.7 bn; 20 other countries: +USD 34.2 bn; Rest of world: +USD 6.4 bn. Market value 2036: USD 182 bn.Market value 202684.2 bnUnited States+21.3 bnChina+19.4 bnIndia+8.5 bnUnited Kingdom+4.2 bnBrazil+3.7 bn20 other countries+34.2 bnRest of world+6.4 bnMarket value 2036182 bn

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

Competitive landscape

Group 1: Global leaders

  • Booking Holdings
  • Expedia Group
  • Trip.com Group
  • Airbnb
  • Meituan
  • Tripadvisor
  • Fliggy

Group 2: Regional and specialist players

  • MakeMyTrip
  • Despegar
  • eDreams ODIGEO
  • Tongcheng Travel
  • Webjet
  • Rakuten Travel
  • Yatra Online
  • lastminute.com
  • Almosafer
  • Agoda

Group 3: Emerging and niche players

  • Kayak
  • Hopper
  • Klook
  • Traveloka
  • ixigo
  • Wego
  • trivago
  • tiket.com

Research methodology

Every figure on this page comes from the research framework that we apply to all of the markets we cover. The 2025 base for the online travel agency market is built from the volume sold and the price that buyers pay, and is cross-checked against the size of the wider industry the market belongs to. Where a market can be sized in more than one way, the routes are compared before a figure is set.

The forecast runs year by year from the 2025 base to 2036. Growth in each year reflects demand from the industries that buy the product, adoption of new technology, pricing, regulation and replacement cycles. Volume and price are modelled together, so revenue in each year equals volume multiplied by average price. The 2026 to 2036 compound annual growth rate of 8.0% is calculated from the resulting values.

The market is divided by service, by model, by device, by travel purpose, by booking window. The 25 largest countries are ranked by revenue earned from sales to buyers in each country, not by where the product is made. Segment values and country values add up to the market total in every year, and every report is checked for consistency before it is published.

Companies are placed in three groups: global leaders, regional and specialist players, and emerging and niche players. The groups describe how companies compete in the market. They are not a ranking and they are not market shares.

Our analysts also carry out primary research. Customized reports add interviews with key opinion leaders, such as senior executives, technical specialists and buyers, to test the assumptions behind the numbers for the question being asked.

Read the full research methodology

Frequently asked questions

How big is the online travel agency market?

The global online travel agency market is estimated at USD 78.0 bn in 2025 and USD 84.2 bn in 2026.

How fast will the online travel agency market grow?

It is forecast to reach USD 182 bn by 2036, a compound annual growth rate of 8.0% from 2026, an increase of USD 97.6 bn.

Which country is the largest market for online travel agency?

United States is the largest market by revenue at USD 22.7 bn in 2026, 27.0% of the global total. The three largest countries together hold 49.0%.

Which country is growing fastest?

Among the ten largest markets, India is growing fastest at 13.4% a year from 2026 to 2036.

Which online travel agency segment is largest?

In the by service split, Accommodation is the largest segment with 58.0% of 2026 revenue.

Who are the leading online travel agency companies?

Global leaders include Booking Holdings, Expedia Group, Trip.com Group, Airbnb.

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