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The group buying phenomenon that originated in China – before taking over the United States – has finally hit the shores of Europe. With economic growth across most of Europe stuttering, Europeans have taken to holidaying within the continent and are taking shorter but more frequent domestic holidays.
According to the European Travel Commission report European Tourism 2011: Trends & Prospects, outbound travel from the U.K., France, Germany and Italy to Western Europe has fallen, while travel to Eastern European countries – where travelers can get better deals – has risen. This is a clear sign that European travelers are becoming more cost-conscious.
Group buying, also known as local deals, capitalizes on this cost sensitivity. Western European travel suppliers have a clear opportunity to grow their business by riding on the back of this trend.
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