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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the online travel market. It takes into account a wide definition of the travel segment, including transportation, accommodation, tour packages
and others. Besides sales figures, penetration and rankings, this report also reveals important market trends that affect the online travel market, such as the rise
of mobile bookings and peer-to-peer services.
 This report is focused on the online travel market in Asia-Pacific and covers all major markets in this region. Besides regional and country data, also information
about global developments is included.
Report Structure
 The global chapter opens the report, including an overview of global market developments, trends, regional and country comparisons.
 The rest of the report is devoted to Asia-Pacific. Regional information is presented first, followed by country chapters.
 The countries are presented in the order of descending online travel sales. Where no comparable sales figures were available, other related criteria such as total
E-Commerce sales, online shopper and Internet penetration were applied.
 In the country sections, the following information is covered, where available: online travel sales, the share of online shoppers booking travel services online and
the rank of this category among other E-Commerce product categories, total revenues and shares of online travel agencies, platforms and channels used by
travelers to book travel services. Not all types of information mentioned are provided for each country, due to varying data availability.
 For the two leading online travel markets in Asia-Pacific (China and Japan), text charts with a qualitative overview of the online travel market, trends and players
are included.

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DEFINITIONS
 ONLINE TRAVEL SALES
the sales of leisure and unmanaged business travel services (e.g. transportation tickets, accommodation, holiday tours)
transacted online; usually refers to gross online travel bookings.
 GROSS TRAVEL BOOKINGS
total retail value of transactions booked via travel booking websites (of agencies or suppliers) or via offline channels,
minus cancellations.
 TRAVEL BOOKERS
individuals who booked travel services via different channels (e.g. online travel bookers if booked via the Internet), usually
refers to individuals who booked within the previous 12 months.
 ONLINE TRAVEL AGENCIES
abbreviated as OTAs, travel websites which act as intermediaries between suppliers and buyers, allowing to book various
travel services, such as flight tickets, train tickets, hotel rooms and others.
 TRAVEL WEBSITES
websites with a focus on travel content, such as travel information websites, travel review websites and travel booking
websites.
 PEER-TO-PEER SERVICES
technology-based networks that facilitate transactions between private individuals enabling them to rent assets from other
individuals, such as accommodation sharing portals, ride hailing, etc.
 INTERNET USERS the total number of inhabitants in a certain country who regularly access the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that make purchases over the Internet.
 B2C E-COMMERCE the sale of products and services through electronic transactions via the Internet from businesses to consumers.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 3)
1. Management Summary
2. Global Developments
• Overview of Online Travel Market Trends, October 2016
• Product Categories Purchased Online, incl. “Travel Products or Services”, in % of Online Shoppers, October 2015
• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f
• Breakdown of Online Travel Sales by Regions, in %, 2016f & 2020f
• Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f
• Top 10 Countries by Online Travel Sales, in USD billion, 2015 – 2020f
• Total Travel Sales, in USD billion, and Online Travel Share, in%, by Regions and Global, 2016f
• Travel Bookings via Mobile Channels, in USD billion, 2014 & 2019f
• Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Region, in %,
October 2015
• Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App, by Generation, in %,
October 2015
• Revenues of Accommodation Sharing and Transport Sharing Platforms, in USD billion, and CAGR, in %, 2015 & 2019f
• Online Travel Agencies Sales, in USD billion, 2015 & 2020f
• Breakdown of Online Travel Agencies Sales, by Top 3 Regions and Others, in % and in USD billion, 2015
• Top 6 Online Travel Agencies, by Gross Bookings, in USD million, and in % Change, 2014 & 2015
• Market Shares of the Top 5 Online Travel Agencies, in %, 2015
• Top 20 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in
%, and Top 5 Countries by Share of Visits, in %, Sept. 2016
3. Asia-Pacific
3.1. Regional
• Top 5 Product Categories Purchased Online, incl. “Travel”, in % of Respondents, June 2015
• Online Travel Agencies Gross Bookings, in USD billion, 2013 – 2017f
• Online Travel Sales in Southeast Asia, by Sub-Sector, in USD billion, 2015 & 2025f
• Online Hotels and Airlines Sales in Southeast Asia, by Country, in USD billion and in % of Total Hotels and Airlines Sales, 2015 & 2025f,
and CAGR, in %, 2015-2025f
• Online Rides Sales in Southeast Asia, by Country, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f

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TABLE OF CONTENTS (2 OF 3)
3. Asia-Pacific (Cont.)
3.2. China
• Online Travel Market Overview and Trends, October 2016
• Product Categories Purchased Online in the Previous 3 Months, incl. “Travel Products”, in % of Online Shoppers, February 2015
• Share of Outbound Travelers Who Booked via Online Travel Agencies, in %, 2015
• Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015
• Online Travel Gross Merchandise Volume, in CNY billion, 2012 – 2018f
• Online Outbound Travel Gross Merchandise Volume, by Packaged Tours and Independent Travel, in CNY billion, 2010 - 2015
• Breakdown of Online Travel Market Gross Merchandise Volume by Segments, in %, Q2 2016
• Online Travel Agencies Revenue, in CNY billion, 2012 – 2018f
• Breakdown of Online Travel Agencies Market Shares by Revenues, in %, 2015
• Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Air Ticket Reservation and Online Accommodation
Booking, in %, Q4 2015
3.3. Japan
• Online Travel Market Overview and Trends, October 2016
• Share of Internet Users Who Booked Accommodation for Their Last Trip Online, in %, October 2015
• Mobile Share of Online Travel Bookings, in %, 2013 & 2015
• Top 10 Travel Web Entities Visited from Desktop Computers, by Number of Unique Visitors, in millions, and Average Minutes per Visitor,
January 2016
3.4. India
• India’s Share of Online Travel Sales in Asia-Pacific, in % and in USD billion, 2015
• Breakdown of Internet Market by Sectors, incl. “Online Travel”, in USD billion, 2013 & 2020f
• Online Travel Sales, in INR billion, 2014 – 2016f
• Breakdown of Online Travel Sales by Segments, in INR billion and in %, 2015

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TABLE OF CONTENTS (3 OF 3)
3. Asia-Pacific (Cont.)
3.5. South Korea
• Online Travel Sales, in KRW trillion, 2013 - 2015
• Mobile Share of Online Travel Sales, in % and in KRW trillion, 2014 & 2015
3.6. Australia
• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 – 2020f
• Online Travel Bookings Industry Revenue, in AUD million, FY 2014/2015 & FY 2015/2016e
• Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of Individuals, in %, 12
Months to June 2015
3.7. Indonesia
• Online Travel Sales, in USD billion, 2015 & 2025f
3.8. Thailand
• Product Categories Purchased Online, incl. “Travel & Tourism”, in % of Online Shoppers, May 2015
3.9. Hong Kong
• Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, 2015
3.10. New Zealand
• Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of Individuals, in %, 12
Months to June 2015
3.11. Vietnam
• Product Categories Purchased Online, incl. “Train and Air Tickets” and “Tour and Hotel Booking”, in % of Online Shoppers, 2015

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1. Management Summary 10 – 12
2. Global Developments 13 – 30
3. Asia-Pacific 31 – 74
3.1. Regional 31 – 36
3.2. China 37 – 47
3.3. Japan 48 – 52
3.4. India 53 – 57
3.5. South Korea 58 – 60
3.6. Australia 61 – 64
3.7. Indonesia 65 – 66
3.8. Thailand 67 – 68
3.9. Hong Kong 69 – 70
3.10. New Zealand 71 – 72
3.11. Vietnam 73 – 74

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Mobile Bookings
19.4%
Other
80.6%
20152013
Mobile Bookings
32.6%
Other
67.4%
Mobile accounted for 32.6% of all online travel bookings in Japan
in 2015, up from 19.4% in 2013.
Japan: Mobile Share of Online Travel Bookings, in %, 2013 & 2015
Survey: based on a survey of 1,030 smartphone owners who have travelled at least once in the previous year, ages 18-69; the survey was conducted in Tokyo metropolitan area,
Osaka and Nagoya area in September 2015
Source: JTB Tourism Research & Consulting, October 2015

12. 2.0%
2.0%
2.1%
2.1%
2.2%
2.2%
2.5%
2.5%
3.0%
3.0%
3.1%
3.2%
3.5%
4.3%
4.5%
4.8%
5.2%
5.6%
6.4%
6.5%
0% 4% 8% 12%
Homewares & Manchester
Health Products
Small Electrical Goods
Movie Downloads
Communications Equipment
Crafts/Hobbies
Shoes & Footwear
Supermarket Shopping
Alcohol
Fashion Accessories, Jewellery and Watches
Men's Clothing
Video Games and Consoles
Computer Accessories and Software
Fast Food/Meals
eBooks
Music to Download
Books
Women's Clothing
Travel (Tickets/Accommodation)
Tickets to Shows, Movies, Events
“Travel” was purchased by 6.4% of individuals in Australia aged 14+
in a typical four-week period during 12 months to June 2015.
Australia: Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week
Average Share of Individuals, in %, 12 Months to June 2015
12
Survey: based on surveys of 15,867 respondents, conducted between July 2014 and June 2015
Definition: number of individuals 14+ buying products from respective categories online in an average four week period; purchases from multiple categories were possible
Source: Roy Morgan, December 2015
in % of Individuals

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