Expedia Group: Travelling Toward Recovery And Breakout From The U.S.

Thai Liang Lim In the past decade, the OTA (Online Travel Agency) industry has become more concentrated, with two players emerging on top: Booking Holdings Inc. (BKNG) and Expedia Group, Inc. (NASDAQ:EXPE). These OTAs represent a significant portion of the market-some 92% of the US OTA market-and command considerable pricing power with both consumers and service providers. Additionally, their combined brand portfolios hold significant brand recognition among consumers of all income levels and travel service ...