Research Outline

Online Restaurant and Travel Research


To provide market-related data for the following:
  • The TAM for online restaurant bookings like Opentable & Resy.
  • The TAM for online travel recommendation sites like Yelp & Trip Advisor.
  • The SOM for influencers on Instagram, TikTok, Pinterest & TV who have at least 100k influencers or more and post about travel and/or restaurants.

Early Findings

Data Availability

  • The initial round of research indicates that information surrounding the TAMs for online restaurant bookings and online travel recommendation sites is limited.

TAM/Market Size of Online Restaurant Booking

  • According to Datanyze, a tech company that curates market data and technographic of various tech industries, "the overall global market size of the restaurant reservations industry is 32,613." This is in terms of the number of domains/websites that leverage these technologies.
  • Furthermore, while there are 28 companies producing restaurant reservation technologies, there are 31 technologies in this space.
  • The top five players in this space account for 70.12% of the market size. The source also ranked Opentable and Resy in the top five technologies in this space with market shares of 21.86% and 10%, respectively.

TAM/Market Size of Online Travel (Recommendation Sites)

  • There was no explicit reference to the "online travel recommendation sites/market" but a market research report from Verified Market Research provides that "the online travel industry comprises travel e-commerce websites and review websites and that travel e-commerce websites provide advice regarding various accommodation, destinations, attractions, and information on how to access them."
  • The report shows that "the online travel market was valued at $717.3 billion in 2018 and is projected to reach $1.5056 trillion by 2026, growing at a CAGR of 9.7% from 2019 to 2026."
  • The report also listed TripAdvisor as a major player in this category.


  • We found no explicit market sizes or TAMs for online restaurant bookings and online travel recommendation sites during the first hour of research.
  • For the online restaurant booking category, we only found the market size in terms of the number of websites/domains using the tech. Therefore, we recommend more research to identify relevant data points that can be used to triangulate and provide the market size in dollars. A possible data point is the average price of using the booking tech. Furthermore, estimates can be used presented by aggregating the revenues of at least the top five players since they account for 70.12% of the market size.
  • For the online travel recommendation sites, since we found no explicit reference to the market, we provided the size of a market that comprises the activities of online travel recommendation sites - the online travel industry. Any further research down this path will unlikely yield any information, as data is highly limited in this regard.
  • Since we did not cover the SOM for influencers on Instagram, TikTok, Pinterest & TV due to time constraints, we recommend further research to address it. However, note that this will most likely involve some calculations and/or assumptions to determine an estimate, as such data points are not usually pre-compiled and the requested category/criteria may be too narrow or niche.
  • Details on our recommended research paths have been provided in our proposals below. For all our research, we would adopt a global focus.