Booking.com has increased its Australian online market share by 70% in just under 12 months and is now challenging Wotif and TripAdvisor for the top spot in the Experian Hitwise web rankings for the Destinations and Accommodation category. Wotif’s market share has dropped 12% over the same period. The market share of Booking.com is now 5.81% compared with 3.41% last April. Wotif is at 6.15%, down from 7.01% over the same period.

TripAdvisor Australia continues growing share, recording 6.04% visits for the sector in the most recent results, for the week ending April 21. This means top spot is narrowly held by Wotif.com followed by TripAdvisor and then Booking.com. But can it last? Present trends suggest the market share momentum is most definitely with Booking.com, though it is conversions that count.

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