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While more Americans travelled for leisure in 2017 compared to 2016, understanding what motivated these trips and how they took shape can be tricky, according to Phocuswright’s latest survey.

Phocuswright research revealed 2017 witnessed a significant shift in the way US consumers shopped for leisure travel.

Phocuswright, a US-headquartered global travel industry research authority, suggests US consumers are ripe for a more personalised experiences while making online travel arrangements.

Phocuswright, a travel, tourism and hospitality market research provider, has shed some light on the battle between hotels and online travel agencies (OTAs).

As technology advances and traveller behaviour changes, the tourism production chain is reinventing itself.

According to Phocuswright’s Private Accommodation in Europe: 2012-2020 report, Europe’s private accommodation market is growing faster than the overall accommodation market and the broader travel market.

In its latest report The European Smartphone Traveler in 2017, Phocuswright has revealed that despite increased usage of smart phones in Europe, the majority of travel purchases are still facilitated on desktop computers and laptops.

In its September report The State of Travel Startups 2017, Phocuswright highlights the significant influx of funding into travel startups in the past 18 months, during which USD29 billion was invested, nearly doubling the total raised since 2015 to USD62 billion.

According to Phocuswright’s Tours & Activities Come of Age: The Global Travel Activities Marketplace 2014-2020 report, the online tours and activities market will nearly triple from USD10 billion in 2014 to reach USD27 billion globally by 2020, as the industry expands its digital capabilities and more travellers are choosing to book online.

As revealed in Expedia Affiliate Network and Phocuswright’ joint report, 2017 Phocus Forward: The Year Ahead in Digital Travel, while travel buyers continue to opt for desktops for online bookings, travel companies need to adapt faster to meet the mobile booking preferences of emerging markets.