Australia’s Hottest 100 Travel Websites

As references change online all across the world, Australia’s 100 travel websites ranking also witnessed a significant shift: Can we say Farewell to Webjet and Adios to Wotif?

Not quite, just joking, but they are no longer top of the heap. is now Australia’s biggest and fast-fastest growing online travel agent, leaving local rivals well behind with more than 5.3m visits a month.

The US-owned website surged to come in at #4 in the 2013 edition of the Hottest 100 Australian travel sites from Experian Hitwise and (see below).

It was a surprise result. has been closing on the pack for the last couple of years – spending big but smart on search – however, the #1 OTA ranking result has come sooner than expected.

The Hottest 100 is being used to help source sites for the TRAVELtech GlobalCollect Web Awards, the winner of which will be announced at the second day of TRAVELtech on September 13.

It’s based on web visits and market share in the 12 months to the end of July, and showed a tightening but still growing market place where the top 30 sites all get more than one million visits each month.

To get in the top ten, a minimum four million monthly visits were required, while entry to the Top 100 needed 290k visits, 50% more than two years ago.

Once again Google Maps with 33m monthly visits was by far and away the #1 site, well ahead of (9m), closely followed by Qantas.

Then – now the highest-ever ranked OTA.

The out-performance of also goes some way to explaining the recent flat performance of the local incumbents, Wotif and Webjet.

Webjet and Wotif were #7 and #8 respectively in the 2013 Hottest 100, about where they traditionally sit, but well ahead of any other OTA – until now of course.

This year the dynamic between the long-term Australian rivals has changed with Webjet now marginally but consistently in front of Wotif after more than a decade of chasing its local competitor.

But really there’s nothing in it. The Experian Hitwise stats show that in the 12 months to July Webjet and Wotif both averaged just over 4.2m visits a month (about one million less than

Still on OTAs, the Agoda brand – which like its Priceline stablemate, is performing very strongly with both its .com and domains in the top 20. Combined they would have ranked in the top 10 with more than 4m visits a month.

Another interesting result was Virgin Australia slipping down the rankings from #5 to  #10 despite all the publicity surrounding its revamp. You’d think they’d be stronger – so what’s happening there? Jetstar assumed Virgin’s former position at #5. Its mobile site was also highly ranked at #63.

Other big names in the top echelon were Expedia, Flight Centre, Stayz,, Tiger Airways, AirAsia, and Emirates.

One noticeable trend is that many of the fast-growing large sites were in airfare search sector: Skyscanner, flightradar24, BYOjet, Wego, CheapOair, cheapflights, FareCompare.

There was also plenty of action for Australia’s two biggest hotel groups, Accor and Mantra, both of which did very well with strong increases in market share.

That’s probably because they are competing more aggressively with the OTAs for their share of direct bookings.

Tours and activities website Viator, too, outperformed the market, while retailer STA Travel bounced nicely.

On the media front both and, owned by Yahoo!,  ranked highly but former top performer Ninemsn Travel was nowhere to be seen.

Among the larger sites that lost significant market share in the past year were Zuji (-40% year on year), now owned by Webjet, and HotelClub (-39%), which was recently relaunched.

The market share of Jetabroad (-54%) and BestFlights (-30%) appear to be under pressure from the new airfare sites, while a strange omission was Tourism Australia’s site,

Please note: A website can lose market share but still gain visitor numbers.


  1. Google Maps Australia
  2. TripAdvisor – Australia
  3. Qantas
  5. Jetstar
  6. Google Maps
  7. Webjet Australia
  10. Virgin Australia
  11. Expedia Australia
  12. Public Transport Victoria
  13. TripAdvisor
  14. Flight Centre
  16. Transport Infoline
  17. Stayz
  18. Qantas – Frequent Flyer
  19. Agoda Australia
  21. Tiger Airways
  22. Viator
  23. TransLink
  24. AirAsia
  25. Travel
  26. Sydney Trains
  27. WeekendNotes
  30. Transperth
  31. Emirates
  32. Skyscanner Australia
  33. Bing maps
  34. Accor Hotels
  36. Best Flights
  37. Lonely Planet
  38. Visit New South Wales
  39. BYOjet
  41. Hotels Combined
  42. Western Australian Department of Transport
  43. Knapsack Inn
  44. Singapore Airlines
  45. Cheap Flights Australia and New Zealand
  46. Air New Zealand – Australia
  47. Time Out Australia
  49. STA Travel Australia
  50. Metro Trains Melbourne
  51. HotelClub
  53. Malaysia Airlines
  54. Perisher Blue Ski Resort
  55. My NRMA
  56. Adelaide Metro
  57. NSW Transport and Infrastructure
  58. P&O Cruises Australia
  59. ABA Travel
  60. TravelDeluxeGuide
  61. FareCompare
  62. Melbourne Airport
  63. Jetstar – Mobile
  65. Getaway Lounge
  66. InterContinental Hotels Group
  68. EscapeTravel
  69. ZUJI Australia
  70. Wego
  71. Princess Cruises
  72. Google Earth
  74. Mantra Resorts
  76. TripAdvisor UK
  77. Discover Australia
  78. Velocity Rewards
  79. Thredbo
  80. bookingbuddy
  82. Mt Buller Ski Resort
  83. Jetabroad
  84. Travelzoo Australia
  85. Transurban CityLink
  86. V/line
  87. Thrifty Car Rental Australia
  88. Cruise Away
  89. Budget Rent A Car Australia
  90. Travel Loop
  91. Sydney Airport
  92. Ozcruising
  93. TakeABreak
  94. Easy to Book
  95. CheapOair
  96. I Want That Flight!
  97. Sydney Buses
  98. Rent-A-Home
  99. Wikitravel

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