Web Analysis of 4 Popular Travel Sites

Product Offering


Tripadvisor is a travel site that enables travellers to plan their trip, by offering the core service of trusted traveller reviews on travel related content including hotels, flights, attractions, restaurants etc. It provides the supplementary service, of links to booking tools through which users can book accommodation and flights. This site utilises an advertising business model as it features text advertisements of people’s reviews and tracks users to display related advertisement banners of hotel rooms, apartments, flight deals etc


Expedia is an internet based travel agency that allows visitors to discover travel destinations, get information about flights, hotels, car rentals, cruises, compare the best offers and make bookings. It allows users to plan their whole trip through one site, by offering customers travel packages with massive discounts.Through the site users can manage their whole trip including their personal itineraries, traveller tools that provides information regarding requirements for certain countries, security measures baggage and online check in, travel insurance, price matching and currency converter.It is a parent company of several global travel brands including “Hotels.com, Hotwire.com, trivago, Egencia, Venere, Expedia Local Expert, Classic Vacations”(Expedia, Inc)  etc. Expedia has local sites in over 30 countries that provide customers country specific offers.


Wotif.com is travel website selling accommodation, flights and holiday packages. The site is gradually developing its services to meet market demands. Originally only offering basic travel services when it launched in 2000, then in 2009 it launched a mobile site and a dedicated App for iPhone and Android in 2013.  In 2010 wotif.com launched flights offering a range of Australian domestic airlines, Trans-Tasman and international flights. It soon added a Holiday rentals platform in May 2012 and in 2013 introduced travel packages in conjunction with Disney’s musical event The Lion King.

Wotif  is growing its international presence and extended its services in ‘15 other countries with offices in New Zealand, China, Indonesia, Malaysia, Singapore, Thailand and the United Kingdom’ (About Us-wotif.com 2013).

Other supplementary services wotif.com offers are guest reviews; shortlist, Maps, currency converter, Mobile site and App which features booking accommodation on the go.


Booking.com is a travel website that specialises in booking accommodation online. The site is owned and operated by the Priceline Group. The site assures visitors the best price for any type of accommodation customer’s desire ranging from ‘small, family-run bed and breakfasts to executive apartments and five-star luxury suites’ (About Booking.com 2014). The company recently launched a sister site called Villas.com that is centred on self-catered properties. The company customises its website to meet customer needs, as the website is available in 40 languages and in 206 countries. Booking.com also offers property owners and agents the service of listing their property on Bookings.com.Booking.com has an app available that provides users features such as online confirmation, maps, booking on the go, last minute booking without a credit card etc.

Site Traffic


Global rank- 199; it improved 8 positions in the last 3 months. 

US ranking- 73. Ranking is based on a combination of average daily visitors to this site and page views on this site over the past 3 months (Alexa.com).

Visitor geography statistics suggest majority visitors are from the US at 51.6 %. Followed by Thailand 2.6%, Mexico 2.5%, China 1.9% and France 1.9%

Visitor Engagement

Bounce rate of 38.80 %, which is a positive, decline of 8 % in the last 3 months.

Daily page views per visit:  3.80, it 3.06% down in the last 3 months.

Daily time spent on site: 4:23, it is up 2 % over the last 3 months.

Top keywords entered into search engines that leads to site traffic are:

  1. tripadvisor 
  2. trip advisor
  3. restaurants
  4. trip
  5. tripadvisor.com


Global rank- 460, it has improved 27 positions in the last 3 months.

US ranking – 127.

Visitor geography statistics- 69.3% of visitors of the site are from the US, followed by 3.0% from China, 2.3% Mexico, 1.8% from India and a low 1.2% from Canada.

Visitor Engagement

Bounce rate of 26.90% , which is down 13% in the last 3 months.

Daily page views per visit:  4.50, it is 3.20% up in the last 3 months.

Daily time spent on site: 5:30, it is up 6.00% over the last 3 months.

Top keywords entered into search engines that leads to site traffic are:

  1. expedia
  2. flights
  3. expedia.com  
  4. travel
  5. last minute flights


Every month the site attracts 6.1 million visits, with customers making over 260,000 bookings.

Global rank–  10,330 it has improved 1038 positions in the last 3 months.

Australian ranking- is 176.

Visitor geography statistics- 65.4 % visitors are from Australia, 5.9% from New Zealand, US 4.4%, India 3.4% and Thailand 3.2%.

Visitor Engagement

Bounce rate of 27.40 % which is down 7% in the last 3months.

Daily page views per visit:  4.98 it is down 3.68% in the last 3 months.

Daily Time spent on Site: 5:48 which is up 3% in the last 3 months.

Top keywords entered into search engines that leads to site traffic are:

  • wotif
  • accommodation
  • Wotif Sydney
  • accommodation
  • cheap motels in Cairns
  • Bookings.com


Global rank is 96; it has improved 20 positions in the last 3 months.

Italy ranking  is 21

Visitor geography statistics– Italy 9.6% , United States 8.6% , Germany 6.4% , France 5.8%  and Spain 5.7% .

Visitor Engagement

Bounce rate- 24.50 % which is down 11% in the last 3 months.

Daily page views per visit: 6.60 it is up 2.50% in the last 3 months.

Daily Time spent on Site: 8:35, it is up 5.00 % in the last 3 months.Top keywords entered into search engines that leads to site traffic are:

  • booking
  • booking.com
  • booking com
  • booking zaragoza
  • hotel booking


Target market


Figure A


Research of Alexa.com (see figure A)  indicates in relation to the general internet population, representation of female audience is high, males are underrepresented. The education level of visitors who did not attend college, have some college experience, attended College and went to graduate school, is similar to the general internet population. Accessing Trip advisor from School is extremely high in comparison to people browsing the site from home or work. Therefore the target market is female travellers from the US, from diverse education backgrounds majority of who are still in school and who are already in the workplace.


Figure B


Alexa.com indicates (see figure B) there is a high representation of women visiting the site in comparison to men, relative to the general internet population. Based on audience geography majority i.e 69.3 % of visitors are from the US. Education background of visitors indicates there is a high representation of people with some or no College education. While those who have attended graduate school are underrepresented. The target market of Expedia.com is Female travellers from around the world with some or no College education who are still studying in school.


Figure C

pic 7

Based on research of Alexa.com, the target market is Australian Women with no tertiary education already in the workplace. Figure C  indicates Female visits are high comparatively to men. Majority visitors have no college experience. Browsing the site from school is significantly high, along with an over representation of people accessing the site from work.


Figure D

pic 9

The site’s target market is people from around the world searching for accommodation, for business and leisure purposes. Property owners also form part of the target market. Booking.com’s highest ranking is in Italy, indicating it has a huge market there.Audience demographics from Alexa.com (see figure G) suggests the site has a high percentage of female visitors in relation to the general internet population. Majority visitors of Booking.com have graduate level education, and browsing location is greatly over represented from schools.

Financial Information



pic 2pic 3

Based on financial information from Mint Global, Trip advisor has had a 19.23% increase in Sales from 762,966 (2012) to 944,661 (2013).  However COGS has also increased by 32% over the 2 years. Overall gross profit has improved by 19% between the 2 years, 750,892 in 2012 to 926,947 in 2013 . The company’s stock price is trading at US $98.26 (see figure E) .



Figure F

pic 5pic 20

Expedia’s financial statement shown in figure F  indicates a 15.52 % increase in Sales between US $4,030,347 (2012)- US $4,771,259 (2013). COGS have slightly risen by 11% and there is a minor of 16.45% increase in gross profit. The company’s stock price is trading at US $87.86.



Figure G

pic 22

There is inadequate financial information available to analyse the financial position of wotif.com.



Figure H

pic 23

The financial statement of booking.com (figure H) only gives an account up to the year 2012, based on this the site has had a 36% boost in sales from 2011-2012. COGS have also increased by 28% and the company has earned an increase in gross profit by 37.4% between the two years.


Alexa 2014, Site overview bookings.com, viewed 6th September 2014, http://www.alexa.com/siteinfo/bookings.com.

Alexa 2014, Site overview expedia.com, viewed 6th September 2014,  http://www.alexa.com/siteinfo/expedia.com.

Alexa 2014, Site overview tripadvisor.com, viewed 6th September 2014 http://www.alexa.com/siteinfo/tripadvisor.com.

Alexa 2014, Site overview wotif.com, viewed 6th September 2014, http://www.alexa.com/siteinfo/wotif.com.

Booking.com 2014, Overview, viewed 6th September 2014,http://www.booking.com/content/about.html.

Expedia 2014, About EXPEDIA.com, viewed 6th September 2014,  http://mediaroom.expedia.com/about-expediacom-180.

Mint Global 2012, BOOKING.COM B.V., viewed 7th September 2014, https://mintglobalbvdinfocom.ezproxy.canberra.edu.au/version201499/Report.OnePage.serv?_CID=101&context=PT8CADXHUD5FFWU&Format=Default&FromId=List&SeqNr=0.

Mint Global 2013, Expedia, INC., viewed 6th September 2014, https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-201499/Search.Quick.serv?_CID=2&context=PT8CADXHUD5FFWU&FromId=Home

Mint Global 2013, TRIPADVISOR, INC.,viewed 6th September 2014 https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-201499/Report.OnePage.serv?_CID=546&context=PT8CADXHUD5FFWU&Format=Default&FromId=List&SeqNr=1.

Mint Global 2010, WOTIF.COM PTY. LTD., viewed 7th September 2014,  https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-201499/Report.OnePage.serv?_CID=363&context=PT8CADXHUD5FFWU&Format=Default&FromId=List&SeqNr=1 .

Tripadvisor Australia 2014, About Tripadvisor, viewed 6th September 2014, http://www.tripadvisor.com.au/PressCenter-c6-About_Us.html.

Wotif.com n.d., About Us, viewed 6th September 2014,  http://www.wotif.com/info/about-us.


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