Holiday Season Booking Trends Show OTAs Gaining Ground Over Search Engines

According to SiteMinder’s Changing Traveller Report 2026, Online Travel Agents (OTAs) are predicted to become the primary choice for travelers to search and book hotels, surpassing search engines for the first time. This represents a significant shift in both global and Indonesian accommodation booking markets as the holiday season approaches.

Global and Indonesian Market Shifts

Digital technology advancement has made researching holiday destinations increasingly accessible. Globally, 26 percent of people conduct their holiday accommodation research through Online Travel Agents such as Traveloka and Tiket.com. This is followed by 21 percent who use search engines like Google, and 14 percent through other channels mentioned in the report.

The trend reflects changing traveler preferences in how they discover and book accommodations during peak travel periods, with OTAs now positioned as the dominant research and booking channel ahead of traditional search engine methods.

Key Points

• Quantifiable Data:

  • 26 percent of people globally conduct holiday accommodation research through Online Travel Agents
  • 21 percent use search engines like Google
  • 14 percent use other channels

• Organizations and Reports:

  • SiteMinder’s Changing Traveller Report 2026
  • Online Travel Agents: Traveloka and Tiket.com
  • Search engines: Google

• Strategic Topics:

  • OTAs predicted to surpass search engines as primary accommodation booking choice for the first time
  • Digital technology advancement enabling easier holiday destination research

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