Background information
Year-end digital travel sales for 2014 will total more than $450 billion worldwide, according to eMarketer’s estimate, and strong growth in Asia-Pacific and Latin America are helping drive overall worldwide sales growth, which will increase 13.3% this year (eMarketer). Consumers across the world are becoming more comfortable on making purchases on the internet, and digital travel sales are beginning to mature on a global basis. eMarketer develops digital travel sales estimates as a subset of business-to-consumer (B2C) ecommerce for 19 global markets, and according to January 2014 forecasts, only three of those markets will still see double-digit growth rates by 2017: China, India and Italy. China’s robust 20.0% growth rate will be a significant outlier, with Italy and India increasing at 11.5% and 11.1% respectively.
According to Joseph Carrabis, “females purchase strategically and consider other’s opinions as a guide to making their own decision”. Compared with males, it seems that females are more aware of servicing needs through time. Thus Joseph Carrabis concluded that when targeting females, “don’t sell them on now, sell them on now and again and yet again”.
Based on the above information, it easy to find that people are getting used to digital travel sales these days. Some important factors including foreign markets (i.e. China Italy and India), and females can be considered when it comes to possible target market. The website can tailor some special travel package for these group of people.
Furthermore, five ways to choose hotels include checking independent hotel ratings, hotel chains and facilities, location, rates and discounts, and boutique hotels, according to Erica Johnson, a person who love to travel and have traveled all continents. Thus, visitors may prefer to have these relevant information when browsing booking website and making choice.
Website #1: www.booking.com 
Product offering
The product offering is accommodation booking including hotels, villas, apartments, motels, loges, bed & breakfast, inns, resorts and etc. Besides, the website provides English service and other 41 languages so that visitors can choose their preferred language, making their booking much easier and convenient.
Possible target markets
According to Alexa.com, most visitors come from Italy (8.8%), the United States (7.0%), Spain (6.7%), Germany (6.2%), and the United Kingdom (5.2%). Relative to the general internet population, people who went to graduate school are over-represented at this site while the audience for this site among people who did not go to college and people with some college education is similar to the general internet population. As for browsing Location, people browsing from school and from work are greatly over-represented. Also, females are over-represented at this site and males are under-represented.
Based on the data above, the possible target market of Booking.com would be highly-educated female European and North American, mostly college and graduate students and people who at work.
Website #2: http://www.tripadvisor.com/ 
Product offering:
TripAdvisor is a travel website which features reviews and opinions on accommodations, including hotels and accommodations and vacation rentals, as well as restaurants and attractions in approximately 147,000 destinations throughout the world. Visitors can browse these on TripAdvisor.com to plan and book their perfect trip. Low airfares, free travel guides, worldwide vacation rental listings can also be found on the website. Besides, tripadvisor.com in the United States and localized versions of the TripAdvisor Website in 45 other countries are offered in 28 languages.
Possible target markets:
More than half visitors are from the United States (54.5%). There are also visitors in Thailand (2.6%), Sweden (1.7%), Poland (1.7%) and India (1.6%). Relative to the general internet population, people browsing from school are greatly over-represented at this site than people at home and at work. As for gender, females are over-represented while males are under-represented. As for education level, people who did not go to college and people with some college education are over-represented at this site. Therefore, the possible target market of TripAdvisor.com would be female American, low education level.
Website #3: http://www.trivago.com/ 
Product offering
Focusing on hotel, Trivago.com provides visitors to search and compare hotel prices, read reviews and browse photos. The site compares prices for over 730,700 hotels from more than 200 booking sites, such as Booking.com, Expedia, Hotels.com, and Priceline.com, so that visitors can find their ideal hotel deal.
Possible target markets
Nearly two thirds of visitors are located in the United States (64.6%), and the other locate in Germany (2.7%), Saudi Arabia (2.5%), United Kingdom (2.2%) and Spain (2.1%). Relative to the general internet population, people who over-represented at this site are those who went to graduate school and people who browse from home. The audience for this site among people with some college education is similar to the general internet population. Few people chose to browse this site at school. Still, females are over-represented while males are under-represented. Accordingly, the possible target market of Trivago.com would be female and highly-educated people, mostly American and some Europeans.
Website #4: https://www.wotif.com/ 
Product offering
Wotif.com provides travel arrangement and reservation services including online booking for accommodation, flights, trip planning, and car hire with the latest deals, offering great value travel choices locally and around the world. Audiences can access to the biggest range of hotels in Australia and New Zealand on Wotif.com.
Possible target markets
Most visitors are located in Australia (78.8%), and others are from India (3.3%), United States (2.0%), New Zealand (1.5%), and Singapore (1.3%). Relative to the general internet population in gender, education and browsing location, female, people who did not go to college and who went to graduate school, and people browsing from school and from work are over-represented at this site. Based on the data above, the possible target market of Wotif.com would be mostly Australian, female, high school students and people who at work.
Differences
Integrated, it’s clearly that Booking.com perform the best among all four websites, with the highest global ranking, longest daily page views per visitors and daily time on sites, the lowest bounce rate and the most sites linking in. This means Booking.com is much appealing to audiences. However, Booking.com load very slow compared with other three websites.
Referencing:
Joseph Carrabis. Gender Marketing Web Design Differences (2006). Retrieved 6 September, 2015, from: http://learnonline.canberra.edu.au/mod/url/view.php?id=893749
eMarketer. Digital Travel Sales Mature Worldwide. Retrieved 6 September, 2015, from: http://www.hospitalitynet.org/news/4063934.html
Erica Johnson. 5 Ways To Choose Your Hotel. Retrieved 6 September, 2015, from: http://www.streetdirectory.com/travel_guide/12208/hotels_and_hostels/5_ways_to_choose_your_hotel.html
Alexa. booking.com Site Overview. Retrieved 6 September, 2015, from: http://www.alexa.com/siteinfo/booking.com
MintGlobal. Booking.com B.V. Retrieved 6 September, 2015, from: https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-2015820/Search.Quick.serv?_CID=2&context=3EYIBMJYHPPXOEP&FromId=Home
Alexa. tripadvisor.com Site Overview. Retrieved 6 September, 2015, from: http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.tripadvisor.com
Alexa. trivago.com Site Overview. Retrieved 6 September, 2015, from: http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.trivago.com
Trivago. In Wikipedia, the free encyclopedia [Wiki]. Retrieved 6 September, 2015, from: https://en.wikipedia.org/wiki/Trivago
Wotif. About us. Retrieved 6 September, 2015, from: https://www.wotif.com/p/about-us
MintGlobal. WOTIF.COM HOLDINGS LIMITED. Retrieved 6 September, 2015, from: https://mintglobal-bvdinfo-com.ezproxy.canberra.edu.au/version-2015820/SelectDatabase.serv?_cid=104&context=3EYIBMJYHPPXOEP&SearchTerm=trivago
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