Online Penetration Yet to Peak in Scandinavia

Scandinavia's online travel penetration is set to grow 6% in 2016 as it climbs towards a peak in 2017 when growth is projected to level off. The region, long known for its high Internet usage and online adoption rates, will grow to 69% market penetration this year. A new Phocuswright report, Scandinavian Online Travel Overview Eleventh Edition, explores Denmark, Norway and Sweden's travel market dynamics, and contains detailed information on all segments in the region.

"The sparsely populated Nordic countries have a history and culture of distance selling via catalogs and telephone since many areas do not have a wide variety of retail shops," says Phocuswright's market analyst, Scandinavia, Friederike Winkowski. "So Scandinavians have been using the Internet as a means to research and shop for travel earlier and more regularly than their European neighbors."

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Mobile revenues exceeded €1 billion for the first time in 2014 and are projected to continue growing at a rapid rate through 2017. This growth is driven by hotels as large chains continue to invest significantly in their mobile offerings and shift bookings from website to mobile.  

The Scandinavian OTA market also showed growth in 2015, but local players will continue to lose share to larger, international players, which are dominating in the Scandinavian travel markets. 

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Purchase Phocuswright's Scandinavian Online Travel Overview Eleventh Edition for a comprehensive picture of the Scandinavian travel market, delivering data and analysis essential to any company competing in the region. 

For more on the European travel market, explore Phocuswright's European Online Travel Overview Eleventh Edition. This report gives a detailed overview of the dynamic European travel market, focusing on six individual countries: France, Germany, Italy, Scandinavia, Spain and the U.K.