Skift.com is starting a new monthly feature on top trafficked sites in various sectors in travel, using data from SimilarWeb. “We have found SimilarWeb’s traffic stats to be the most reliable barometer of consumer web activity, easily besting other comparison sites like Quantcast, Compete, Alexa, and others,” says Skift.
The series starts by first looking at global traffic to the top 25 online booking sites.
The usual suspects are there, of course, but the biggest thing you notice is Booking.com is the king of online travel, in all possible ways, and still has a large runway to grow in the United States.
TripAdvisor, between its various country sites, is the second biggest, and shows the potential in building its own direct hotel booking business. Hotelurbano.com is the newest site on the block, with a huge Brazilian audience, but the worst engagement statistics of all the top 25.
A few Japanese sites break into the global ranks, and the home sharing site Airbnb sneaks in the top 25, with one of the highest engagement metrics out of all (likely thanks to its great modern design).