13%: Why OTAs Need Hotels to Keep Working

According to Phocuswright's latest report, U.S. Online Travel Agency Market Essentials 2026, only 13% of airlines' online passenger revenue flows through OTAs, while hotel bookings represent 63% of OTA gross bookings. In 2025, U.S. OTA gross bookings rose 4% to $100.3 billion, representing one fifth of all U.S. travel gross bookings, projected to reach 21% by 2028. The report indicates that air is no longer a growth lever for OTAs, and a hotel slowdown would not be offset by air, requiring growth from packaged trips, cruises, and other segments.