Asia: usage of online travel agencies by country 2023

According to a survey from Rakuten Insight conducted in June 2023, 78 percent of the respondents in Singapore have used online travel agencies before. In comparison, 37 percent of the respondents in the Philippines and Japan have used online travel agencies as of June 2023.

The popularity of online travel

   The online travel market in the Asia-Pacific region (APAC) has been steadily increasing in the past few years, reaching a market value of over 40 billion U.S. dollars. In Singapore, the gross merchandise value of the online travel sector was expected to further increase to ten billion dollars by 2030. The main reason why Singaporeans used OTAs was convenience, as consumers could book all they needed within a few minutes online.

Tourism in the Asia-Pacific region

   Overall, APAC has a strong international and domestic tourism market. Despite the dip in the market during the COVID-19 pandemic, the region saw an increase in inbound visitor growth again. Furthermore, the expenditure on international tourism in APAC has exceeded 10 billion dollars in certain countries, with China occupying the top spot in 2022.

Share of consumers who have used online travel agencies before in Asia as of June 2023, by country or territory

Characteristic	Share of consumers
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Release date

August 2023

More information

Region

Asia, APAC

Survey time period

June 12 to 30, 2023

Number of respondents

141,651 respondents

Age group

16 years and older

Supplementary notes

Original question "Have you used an online travel agency (OTA) before? (e.g. Agoda, Skyscanner, Booking.com, TripAdvisor)?"

Figures have been rounded.

Number of respondents by country:
China: 8,286;
Hong Kong: 3,737;
Indonesia: 11,886;
India: 36,213;
Japan: 1,447;
South Korea: 7,349;
Malaysia: 12,811;
the Philippines: 13,186;
Singapore: 6,703;
Thailand: 24,131;
Taiwan: 12,578;
and Vietnam: 3,324.

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