North America Online Travel Market Overview

Market Size in 2024: USD 151.26 Billion

Market Size in 2033:  USD 351.17 Billion

Market Growth Rate 2025-2033: 9.80%

According to IMARC Group's latest research publication,  " North America Online Travel Market Size, Share, Trends and Forecast by Service Type, Mode of Booking, Booking Platform, and Country, 2025-2033 " , The  North America online travel market  size reached  USD 151.26 Billion  in 2024. Looking forward, IMARC Group expects the market to reach  USD 351.17 Billion  by 2033, exhibiting a growth rate  (CAGR) of 9.80%  during 2025-2033.

Growth Factors in the North American Online Travel Market

• Widespread Adoption of Mobile Technology
  Use of smart phones and high-speed internet has revolutionized the way consumers make travel plans and bookings and this has gone a long way in influencing the online travel market in North America. Once the internet is accessible to over 90 percent of U.S households and mobile devices are leading 56 percent in making the reservations in 2024, travelers would much rather utilize the easy use of apps to make a quick reservation. To take an example, the Expedia mobile application has a one-tap booking facility along with real-time price comparison, both of which are attractive to tech-savvy millennials and Gen Zs. With such accessibility, the user is able to browse, compare, and book flights, hotels, and experiences wherever they are and this has increased the market share facilitating easy and smooth travel planning.

• Increasing Demand for Personalized Travel Experiences
  Due to the rising consumer demand in North America to buy unique travel packages, the market is expanding. Websites such as TripAdvisor use AI to offer individual suggestions regarding the hotels users prefer and have booked in the past. One of the 2025 surveys pointed out the custom experience, including local cultural tours or environmentally friendly accommodation, that 56% of travelers focus on. As an example, the Airbnb brand offers their subscribers the possibility to try new activities related to any area, such as food tours of New Orleans, which creates increased engagement. It is this aspect of customization that creates loyalty and makes customers come back and make additional reservations since people appreciate platforms that cater to their individual preferences and concerns.

• Rise in Domestic and “Bleisure” Travel
  The booming domestic travel and the expanding trend of business travelers taking the business-leisure (bleisure) concept are the most important growth factors. The use of travel review platforms, such as Booking.com, to discover local destinations is a trend that has grown among the U.S. travelers since the pandemic. The hybrid work increased the business trips which have the leisure elements as the long weekend in the second cities. To take an example, there are those companies such as Hopper which have taken the advantage of this situation by providing flexible cancellation policies, something that comes as an attraction to risk-averse travelers. The trend will decentralize the income base of the online travel agencies (OTAs) and reinforce their market expansion by addressing the dynamism of travel patterns.

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Key Trends in the North America Online Travel Market

• Integration of Artificial Intelligence and Machine Learning
  AI and machine learning are revolutionizing the online travel market by enhancing personalization and operational efficiency. Platforms like Booking Holdings use AI-driven chatbots to provide real-time itinerary suggestions and predict crowding at destinations. In 2023, TripAdvisor partnered with OpenAI to launch an AI-powered itinerary generator, creating tailored trip plans based on traveler reviews. This technology reduces booking friction and improves conversion rates by offering dynamic pricing and personalized promotions. As AI adoption grows, it enables OTAs to deliver seamless user experiences, setting a new standard for customer engagement in North America.

• Growing Emphasis on Sustainable Travel
  Sustainability is a defining trend, with travelers prioritizing eco-friendly options. Platforms are responding by promoting sustainable accommodations and carbon-neutral travel packages. For instance, Expedia’s sustainability filter allows users to select eco-conscious hotels, such as those certified by Green Key Global. In 2025, Destination Canada’s Wealth & Wellbeing Index highlighted tourism’s role in environmental conservation, influencing platforms to integrate sustainable practices. This trend resonates with millennials and Gen Z, who value responsible travel, driving OTAs to forge partnerships with eco-friendly suppliers and invest in greener technologies to meet consumer demand.

• Dominance of Mobile-First Booking Platforms
  The shift toward mobile-first booking is reshaping the market, with mobile devices accounting for over half of all bookings in 2024. Companies like Hopper have optimized their apps with features like biometric login and one-tap payments, catering to younger travelers who prefer quick, app-based planning. For example, Airbnb’s mobile app allows users to book unique stays, like treehouses in Oregon, with minimal effort. This trend is fueled by Gen Z’s reliance on social media for travel inspiration, with platforms integrating in-app social sharing to drive conversions, enhancing the market’s accessibility and engagement.

North America Online Travel Market Industry Segmentation:

The report has segmented the market into the following categories:

Service Type Insights:

• Accommodation Booking

• Travel Tickets Booking

• Holiday Package Booking

• Others

Mode of Booking Insights:

• Direct Booking

• Travel Agent

Booking Platform Insights:

• Desktop

• Mobile/ Tablet

Country Insights:

• United States

• Canada

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Future Outlook

The North America online travel market is poised for robust growth through 2033, driven by technological innovation and shifting consumer preferences. The integration of advanced AI tools, such as predictive analytics for dynamic pricing, will further streamline booking processes, while virtual reality (VR) tours could enhance pre-booking experiences, as seen in Marriott's VR previews of hotel rooms. The emphasis on sustainability will intensify, with OTAs likely to expand partnerships with eco-friendly suppliers to meet growing demand. Additionally, the rise of niche travel segments, like adventure and wellness tourism, will create opportunities for specialized platforms. Despite challenges like regulatory complexities and cybersecurity concerns, the market's adaptability and focus on personalization will ensure continued expansion, with major players like Expedia and Airbnb leading innovation.

Research Methodology:

The report employs a comprehensive research methodology, combining primary and secondary data sources to validate findings. It includes market assessments, surveys, expert opinions, and data triangulation techniques to ensure accuracy and reliability.

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