This document provides an executive summary of the North American Online Travel Report 2009. It finds that:
1) 2009 will be the first year this decade with a decline in total North American travel market value due to economic slowdown, though growth is expected to resume in 2010.
2) The fastest growing travel sectors are hotels and cruises. Airlines and hotels make up the largest shares at 35% and 25% respectively.
3) Online penetration of the North American travel market reached 35% in 2008 and is projected to reach almost 50% by 2012, with the online travel market value growing by almost 50% between 2008-2012 to $201 billion.