The US travel industry is entering a new phase of competition and transformation. Companies like Booking Holdings, Expedia, and Airbnb are not just fighting for customers – they are redefining how people plan, book, and experience travel.
From personalization and immersive experiences to mobile-first booking and AI-powered tools, the battlefield is shifting. Recent reports forecast major growth and changing consumer expectations, and the competitive moves now will have long-term impact.
One of the key drivers of this shift is data from a market forecast report showing that the global online travel market is expected to grow from around US$ 744.6 billion in 2024 to about US$ 2.23 trillion by 2033, at a compound annual growth rate (CAGR) of roughly 13% between 2025 and 2033. This rise underscores how much opportunity there is – for platforms that can adapt fastest.
What’s Changing: Strategies & Innovations
Booking, Expedia, and Airbnb are pursuing somewhat different paths, but with shared themes: personalization, experiences, and deeper integration of services. Booking is leaning into technologies that deliver tailored recommendations and experience-bundling (things to do, stays, transportation) as traveler preferences shift.
Expedia is strengthening cross-platform offerings, improving mobile usability, and emphasizing customer loyalty. Airbnb continues to expand its experiences business, elevating its role as more than an accommodation marketplace.
These players are also competing on ease and flexibility. Features like instant booking, cancellation policies, app-based service, and frictionless interfaces are becoming baseline expectations. Consumers now expect platforms to handle not only where they stay and how they get there, but what happens during the stay – food, wellness, local experiences, guided adventures. The ability to integrate services is increasingly seen as a competitive advantage.
What This Means for US Travel Sector Landscape
For travelers, the implications are wide. More choices, more customisation, and faster tech will make planning smoother and options broader. Travelers in the US will see better deals, especially as platforms battle for market share.
Regions off the beaten path may become more appealing, thanks to improved access and better curated offerings. Also, demographic shifts (younger travelers, remote workers) are pushing demand toward longer stays, immersive experiences, and unique stays rather than only hotels.
For businesses – hotels, tour operators, alternative lodging providers – this demands agility. Those who partner well with OTAs or integrate into broader service ecosystems will benefit. Those who don’t risk being left behind. Regulations, data privacy, and fair competition will also become more central as platforms expand.
Moreover, based on the forecast report, much of the growth is expected in mobile and app-based bookings, especially in North America and Asia-Pacific, showing that user experience on smaller devices will be a battleground. The services segment – tours, excursions, add-ons – is projected to grow strongly as platforms try to increase revenue per user and deepen engagement, rather than only competing on price.
Overall, the race is on. Booking, Expedia, Airbnb are not merely growing – they are evolving how travel is offered and experienced in the US. With market growth forecasts like those in the report, the ones who innovate best may define travel norms for years to come.
