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[Yanolja Research Insights] Vol.14 Global OTAs' Technology Enviroments and Strategies Examined Through Patents

Exploring Innovations in the Global Online Travel Agency Market

The online travel industry has transformed how people plan and book their trips, leveraging cutting-edge technologies to enhance user experiences. This post highlights key advancements shaping the global Online Travel Agency (OTA) market, showcasing insights into the strategies of leading players.


Global OTA Market Growth

  • The OTA market is booming, with revenues expected to nearly double from $517.8 billion in 2020 to $983.2 billion by 2027.
  • Major players like Booking Holdings, Expedia Group, Trip.com, and Airbnb dominate the market, accounting for 97% of global OTA revenue.


Technological Innovations Driving Success

OTAs are at the forefront of technological innovation, securing patents to stay competitive. Here’s what sets them apart:

  • Patent Leadership: From 1996 to 2023, Airbnb led with 2,195 patents, followed by Trip.com (1,367), Expedia (361), and Booking Holdings (217). These patents span diverse fields such as personalized search results, social networking technologies, and machine learning.
  • ICT Technologies: Early innovations focused on integrating Information and Communication Technology (ICT) into travel processes, such as ticket reservations and payment systems.
  • Emerging Trends: Recent years have seen a surge in patents related to artificial intelligence, social networking services, and wireless communication networks.


Shifting Focus Over Time

The technological priorities of OTAs have evolved:

  1. 1996–2007: Focused on ICT for reservations and payment systems.
  2. 2008–2014: Expanded into data processing and mobile technologies.
  3. 2015–2023: Embraced AI-driven solutions and social networking platforms.


Competitive Landscape

While OTAs have pioneered travel innovations, they face growing competition from platform giants like Google and Amazon. These companies leverage vast resources and advanced AI capabilities to expand into tourism services.



The future of OTAs depends on continuous technological development and patent acquisition. To learn more about the strategies shaping this dynamic industry, visit our official website for the full report.

Yanolja Research Insights Vol.14

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Location: Seoul, Korea

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