The online travel ecosystem [INFOGRAPHIC]

Refreshingly unbiased look at what the online travel ecosystem looks like in 2012, taking into account such areas as the planning, booking and reviewing of trips.

This is view from European online travel agency giant eDreams, which, unusually in the world of protective PR, doesn’t mind include the names of its big rivals such as Expedia and

Here is the infographic [click for larger version):

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  1. Disarm Doors

    No wonder people are still walking into travel agents…yikes.

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  3. Travis Katz

    Its a pretty diagram, but not sure this is a very accurate depiction of the ecosystem. Gogobot, for example, is at its core a review and research site, but on mobile offers real time information to help you when you are traveling. Tripit is primarily about organizing your itinerary after you have booked your trip, not for planning. It also seems strange to separate travel reviews from research, when the majority of visitors to review sites like TripAdvisor and Gogobot come there to research their trips.

    • Charles Ehredt

      Thank you all for these comments. We work in a complicated and generally fragmented industry, where barriers to entry on service-oriented businesses are generally low (implying there are new entrants every month).

      The diagram is not meant to be comprehensive, but more indicative as to the various areas where customer touch-points open opportunities to share information, answer questions, and hopefully increase business. On this final goal, not every area represents the same volume of business opportunities. We believe social travel is becoming fundamental, but we see very few businesses in this space that have a sustainable business model (but we keep looking 😉

  4. michal uhnak

    Guys, I guess those are just the examples in every stage. Doesnt have to be that explicit. Useful infographic

  5. Dimitris Serifis

    The approach is absolutely correct but you have to include social media almost to all stages. 53% of tourists are publishing content on social media during their stay to the resorts. This content feeds all the other phases on your infographic. Travelers use it for inspiration, planning, research, booking (via facebook apps)

  6. Michael Kaye

    Is Jetsetter in there and I’m not seeing it. If Jetsetter is not included, should it be and where would it fit?

  7. Mims Wright

    Ditto with Dieter and Claude on Google Search. Also there are all the “add-on” (ok “ancillary”) purchases that take place somewhere between “Booking” and “Travel” (or during Travel) which incorporate mobilized online touch points. Keep going guys…you’re off to a good start!

  8. Claude

    A sign! missing all DMO’s and Tourism Board web sites :)) Also looking for Google logo in the “research” box !

  9. Dieter Holle

    Like it, but by no means complete.

    B2B side of things missing, e.g. hotelbeds and similar. Then it needs to expand into OTO (Online Tour Operators) areas too, unless this is purely a stand-alone accommodation only based diagram.

    I’m actually going to re-draw this myself applicable to my own scenarios, including traditional distribution and how that is merging with online.

  10. Cameron Jones

    I’m surprised Facebook and Twitter didn’t make it… possibly in the Inspiration (seeing pictures of your friend’s holidays), and then again during the Travel (posting pictures, tweeting about holidays) stages of the life cycle.

    Also Google Maps is always a key part of my Research stage… although the OTAs often have google maps integrated you don’t have full functionality and I still use Google Maps to find ‘points of interest’ and to understand distance/driving times etc. from accommodation points.

    • Bob Samii

      Hi Cameron, this surely is not an exhausitve infographic of all the players and we have tried to focus only on representing the travel-centric sites/products. Google/Facebook/Twitter don’t make the cut because, for the most part, their primary focus is not travel.


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