SimilarWeb Names Travel Sites with Exceptional Traffic in 2016

The SimilarWeb Momentum Awards recognize the websites in the U.S. that have demonstrated exceptional advancement in their online category during 2016. Here is a look at the winners in the hotel sector.

Online Travel Agencies
The number of online visitors for the U.S. travel industry (top 100 sites) reached 4.7 billion visitors last year, with SimilarWeb’s top winners owning a 40 percent share of this industry.

The most significant metric for the 2016 OTA winners was their marked improvement in desktop engagement. First place winner tripadvisor.com increased its pageviews by 105 percent this year, while travelocity.com and expedia.com increased their pageviews by 7 percent and 6 percent, respectively.

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Other OTAs worthy of mention are kayak.com, hotwire.com, and priceline.com.

Hotel Chains
Second place category winner choicehotels.com experienced an impressive year-over-year increase in traffic from mobile devices; it accounts for 70 percent of traffic to choicehotels.com, compared to a less than 60 percent share for marriott.com, which came in first place, and ihg.com, which came in third.

Other runners-up for this category include hilton.com, starwoodhotels.com, and hyatt.com.

Hotel Booking Services
SEO strategy played a pivotal role for the top booking sites this year. This is best reflected in Airbnb’s whopping 78 percent improvement in organic search traffic last year, representing 23 percent of the site’s total traffic. Airbnb placed second, hotels.com placed first, and trivago.com placed third.

Key players that also improved their SimilarWeb Ranking were vrbo.com, booking.com, and homeaway.com.