Female UK travel accommodation site visitors in the four weeks ending August 2016 make up a larger portion of direct hotel site visitors, hotel aggregator (e.g., Booking.com, Hotels.com) sites, and rental sites (like Airbnb, HomeAway, and Holiday Lettings) than their male counterparts on the Hitwise platform.
Among both women and men, older users make up more of travel accommodation site visitors across all three categories, with about 20% of visitors for all three site types being ages 55% or older.
Meanwhile, search engines are the largest drivers of traffic for all three types of sites.
Over 50% of upstream traffic for travel accommodation sites on the Hitwise platform in July 2016 came from search engines for both direct hotel sites and hotel aggregator sites, with just under 50% for rental sites.
Destination and accommodation sites—think sites for amusement parks, hotels, resorts and tourist locations—drove the second most amount of traffic among all three sites, at about 15% of total traffic; beyond that, each site had different drivers, all at small percentages.
An October 2016 forecast from eMarketer predicts the total number of digital travel bookers to reach 27.1 million in 2016, up 3.4% from the year previous. That figure accounts for 61.5% of all internet users in the UK.
Growth will trend upward, though only by tiny increments: in 2017, for example, the total figure of digital travel bookers will cimb 2.3%, to 27.7 million, a .2% increase in share of internet users; by 2020, there will be 28.8 million digital travel bookers in the UK, 62.1% of all internet users.