Online travel is one of the most successful B2C e-commerce segments, and accounts for about one-third of all U.S. B2C ecommerce revenues in 2014. The Internet has become the most common channel used by consumers to research travel options, seek the best possible prices, and book reservations for airline tickets, hotel rooms, rental cars, cruises, and tours. Tuday, more travel is booked online than offline. Online travel services revenues in the EU-5 are expected to reach almost €60 billion in 2014, and continue growing to over €75 billion by 2018 in the EU-5 (see Figure 11.3)