A 2023 study investigated the potential impact of generative AI investments made by travel suppliers on online travel bookings in the United States. According to the analysis, online travel agencies (OTAs) accounted for nearly 32 percent of online travel bookings in the U.S. in 2023. In a scenario based on no travel suppliers' AI investments, the OTA booking share could grow by nearly 15 percentage points by 2028, reaching 46.7 percent. On the other hand, a scenario involving significant generative AI investments would increase the share of supplier-direct bookings, making the OTA booking share decline to 29.1 percent in 2028.
Forecast impact of generative artificial intelligence (AI) investments by travel suppliers on online travel agency (OTA) booking share in the United States from 2023 to 2028, by scenario
Characteristic
Status quo: Constant booking share across travel supplier subsectors
Scenario 1: No travel supplier generative AI investment
Scenario 2: Moderate travel supplier generative AI investment
Scenario 3: Significant travel supplier generative AI investment
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Oliver Wyman. (October 31, 2023). Forecast impact of generative artificial intelligence (AI) investments by travel suppliers on online travel agency (OTA) booking share in the United States from 2023 to 2028, by scenario [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1428649/impact-ai-investments-ota-booking-share-us/
Oliver Wyman. "Forecast impact of generative artificial intelligence (AI) investments by travel suppliers on online travel agency (OTA) booking share in the United States from 2023 to 2028, by scenario." Chart. October 31, 2023. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1428649/impact-ai-investments-ota-booking-share-us/
Oliver Wyman. (2023). Forecast impact of generative artificial intelligence (AI) investments by travel suppliers on online travel agency (OTA) booking share in the United States from 2023 to 2028, by scenario. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1428649/impact-ai-investments-ota-booking-share-us/
Oliver Wyman. "Forecast Impact of Generative Artificial Intelligence (Ai) Investments by Travel Suppliers on Online Travel Agency (Ota) Booking Share in The United States from 2023 to 2028, by Scenario." Statista, Statista Inc., 31 Oct 2023, https://www.statista.com/statistics/1428649/impact-ai-investments-ota-booking-share-us/
Oliver Wyman, Forecast impact of generative artificial intelligence (AI) investments by travel suppliers on online travel agency (OTA) booking share in the United States from 2023 to 2028, by scenario Statista, https://www.statista.com/statistics/1428649/impact-ai-investments-ota-booking-share-us/ (last visited December 21, 2024)
Forecast impact of generative artificial intelligence (AI) investments by travel suppliers on online travel agency (OTA) booking share in the United States from 2023 to 2028, by scenario [Graph], Oliver Wyman, October 31, 2023. [Online]. Available: https://www.statista.com/statistics/1428649/impact-ai-investments-ota-booking-share-us/
