According to a research paper jointly released by travel industry research authority Phocuswright, and Expedia, 61-75% of online hotel shoppers in a range of developed markets used an online travel agency (OTA) when shopping for hotels and accommodations, compared to just 15-44% who visited a hotel website.

In emerging markets, the difference is even more pronounced; for example, more than nine in 10 online hotel shoppers in China used an OTA, while less than four in 10 used a hotel website.

The paper, Channel Surfing: Where Consumers Shop for Travel Online, provides detailed analysis of how leisure travelers in eight key travel markets (Australia, Brazil, China, France, Germany, Russia, the U.K. and the U.S.) shop for and purchase their trips, with particular attention paid to online travel shopping and booking.

It explores travelers' attitudes and preferences for using OTAs versus supplier websites, noting some significant differences between emerging and developed markets.

"Today's consumers have a dizzying array of ways to shop for and purchase travel online," said Phocuswright's director, editorial and research, David Juman.

"Travelers with a set plan of where they want to stay and how they want to get there are more likely to head to the supplier website. But that doesn't mean they're done exploring their options. That's where OTAs come into the picture. OTAs give travelers the ability to compare a wide range of products in a single place, taking some of the heavy lifting out of travel planning."

The research reveals that a range of factors contribute to the types of resources online travel planners leverage, and that consumers' perceptions and attitudes regarding price, content and ease of use all come into play. 

Channel Surfing: Where Consumers Shop for Travel Online is available for free download at phocuswright.com.