Booking.com vs the World: How the Top 20 OTAs Stack Up by Monthly Traffic

The online travel agency market is one of the most consolidated consumer-facing industries on the internet — and few rankings make that as clear as a side-by-side look at monthly web traffic. Drawing on the most recent SimilarWeb, Semrush, and Statista data, we've put together a snapshot of the world's 20 most-visited OTAs and travel booking sites. The picture that emerges is striking: Booking.com sits in a category of one, three holding groups own most of the rest, and a handful of regional champions still command outsized loyalty in their home markets.

The top 20 by monthly visits

Numbers below are representative monthly visits drawn from late-2024 and 2025 data. Exact rankings shift month to month and across data providers, so these are best read as orders of magnitude rather than precise measurements.

1. Booking.com — 380 to 560 million monthly visits — Booking Holdings — global #1 in accommodation
2. Trip.com — 110 to 120 million — Trip.com Group — flights, hotels, full-service
3. TripAdvisor — 100 to 130 million — Tripadvisor Inc. — reviews, metasearch, experiences
4. Airbnb — 100 to 105 million — Airbnb Inc. — short-term rentals
5. Agoda — 80 to 90 million — Booking Holdings — accommodation, Asia-Pacific focus
6. Expedia — 70 to 90 million — Expedia Group — full-service OTA
7. Trivago — 60 to 120 million — Expedia Group (majority) — hotel metasearch
8. Skyscanner — 60 to 80 million — Trip.com Group — flight metasearch
9. Kayak — 40 to 60 million — Booking Holdings — flight + hotel metasearch
10. Hotels.com — 40 to 60 million — Expedia Group — accommodation
11. Priceline — 30 to 50 million — Booking Holdings — full-service, US-strong
12. MakeMyTrip — 30 to 50 million — MakeMyTrip Ltd. — dominant India OTA
13. Vrbo — 25 to 40 million — Expedia Group — vacation rentals
14. Ctrip — 25 to 40 million — Trip.com Group — Chinese domestic OTA
15. Hopper — 20 to 35 million — Hopper Inc. — mobile-first, price prediction
16. Qunar — 20 to 30 million — Trip.com Group — Chinese flight + hotel
17. Despegar / Decolar — 15 to 25 million — Despegar.com — Latin America leader
18. Rakuten Travel — 15 to 25 million — Rakuten Group — dominant Japan OTA
19. Hostelworld — 8 to 15 million — Hostelworld Group — hostels and budget travel
20. Orbitz — 8 to 15 million — Expedia Group — legacy US OTA

Booking.com is in a league of its own

The most arresting fact in the ranking isn't who's on it — it's the gap between #1 and everyone else. Booking.com's roughly 380 to 560 million monthly visits is three to four times the traffic of the next-largest site in any given month. To put that into context: Booking.com generates more travel-related web traffic than TripAdvisor, Airbnb, Agoda, and Expedia combined.

That dominance is the product of two decades of relentless investment in hotel inventory, multilingual content, performance marketing (Booking has historically been one of the largest single buyers of Google ads on the planet), and operational scale. The agency-model commission structure that Booking.com pioneered has also proved remarkably durable: hotels keep listing because the volume is impossible to replicate elsewhere, and travelers keep coming because the inventory and price comparison are unmatched.

Three holding groups own most of the list

If you regroup the top 20 by parent company instead of brand, the consolidation jumps out immediately. Thirteen of the twenty sites belong to just three holding groups:

• Booking Holdings (4 sites): Booking.com, Agoda, Kayak, Priceline
• Expedia Group (5 sites): Expedia, Hotels.com, Trivago, Vrbo, Orbitz
• Trip.com Group (4 sites): Trip.com, Skyscanner, Ctrip, Qunar

This is why analysts who track the sector regularly point out that the top four companies — Booking, Expedia, Airbnb, and Trip.com — controlled around 96% of the global OTA sector's roughly $58 billion in 2024 revenue, even though dozens of consumer-facing brands remain in the wild. Most of the "competition" a traveler sees on a Google search results page is actually a couple of holding groups bidding against themselves.

Regional champions still hold their own

Despite the global consolidation, several regional players punch well above their weight in their home markets:

• MakeMyTrip is the dominant OTA in India and the only independent operator from the subcontinent in the top 20. Trip.com Group acquired a meaningful equity stake but the brand operates independently.
• Rakuten Travel owns the Japanese market thanks to its integration with the broader Rakuten loyalty ecosystem — a powerful first-party data moat that the global OTAs have struggled to crack.
• Despegar (known as Decolar in Brazil) leads Latin America and is the largest publicly traded OTA headquartered outside of North America, Europe, or China.
• Ctrip and Qunar dominate domestic Chinese travel, where regulatory and language barriers have largely kept Booking.com and Expedia at the margins. Both are now part of Trip.com Group, the most successful global expansion story to come out of Chinese travel tech.

What this means for hotels

For revenue managers and distribution leaders, the traffic ranking tells a clear strategic story:

1. Booking.com is non-negotiable for global reach. No other channel comes close on raw demand volume. Properties that opt out of Booking.com without a strong direct or chain-driven alternative pay a meaningful price in lost visibility.
2. The "OTA versus OTA" choice is often a "Booking versus Expedia versus Trip.com Group" choice. Allocating effort across multiple sub-brands within the same holding group rarely produces the diversification benefits hotels assume — you're effectively negotiating with the same counterparty.
3. Regional OTAs are the quiet lever. Adding Rakuten Travel for Japanese demand, MakeMyTrip for Indian demand, or Despegar for Latin American demand can materially shift channel mix in ways the major global OTAs cannot — especially for resorts and destination properties that draw long-haul travelers from those markets.
4. Metasearch is the bridge to direct. Skyscanner, Kayak, Trivago, and Google Hotel Ads (not in the OTA traffic ranking but functionally critical) are the channels where direct-booking strategies are won or lost. They sit upstream of the actual booking and are where price-sensitive travelers compare.

A note on the numbers

A few caveats are worth flagging. Traffic figures from SimilarWeb, Semrush, and Statista regularly disagree — sometimes by 20 to 30% — depending on methodology, the month measured, and how subdomains and mobile apps are counted. App traffic in particular is undercounted in web-only rankings, which probably understates the relative position of mobile-first players like Hopper, Trip.com, and the Chinese OTAs whose users overwhelmingly book via app.

A few notable sites also sit just outside the top 20: Yatra (India), Tiket.com (Indonesia), Traveloka (Southeast Asia), Klook and GetYourGuide (experiences), CheapOair, Travelocity, Hotwire, Momondo, and on the B2B side Hotelbeds (which doesn't appear in consumer traffic rankings at all because of its wholesale model, but moves more inventory than several names on the list above).

The bottom line

The OTA market in 2025 looks like a barbell. At one end sits Booking.com, in a category of one, with traffic that no competitor has come close to matching for more than a decade. At the other end sit a handful of regional and specialist players that survive by knowing their home markets and segments better than any global brand ever could. In the middle, a small number of holding groups quietly compete with themselves under a dozen different brand names — and increasingly find that the real competition isn't each other, but rather Google, Airbnb, and the slow but steady rise of direct booking.

For hoteliers, the implication is the same as it has been for years: build a deliberate channel mix, treat Booking.com as critical infrastructure, and never confuse brand diversity with counterparty diversity.

Sources: SimilarWeb (Top Travel and Tourism Websites Ranking), Semrush (Top Travel & Tourism Websites in the World), Statista (Most visited travel and tourism websites worldwide), Skift (10 Biggest Online Travel Agencies, August 2025), WhiteSky Hospitality (Top OTAs in Asia and Asia Pacific 2024), Trip.com Group corporate filings.