US $2,250.00
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PhoCusWright's European Online Travel Overview Fourth Edition
November 2008
US $2,250 CA $2,384 £1461 €1758
Included in PhoCusWright's Global and European Research Subscriptions
This report is available in both PDF and print formats.
Europe still has some years to go before it captures the same proportion of the world’s online travel market that it holds of the total travel market. Europe's share of all travel gross bookings is expected to match its share of online gross bookings by 2010. One of the many factors accounting for this growth will come from the online travel agencies and supplier Web sites who are using sophisticated technology and providing better content to increase conversions. PhoCusWright's European Online Travel Overview Fourth Edition gives you the complete scope necessary to strategize, including:
1. Size of the European travel market
2. Market share of European online travel agencies
3. Growth developments throughout the European online market
4. Comparison of individual travel supplier segments
5. Identification of major online players
6. Market forecast up to 2010
PhoCusWright's European Online Travel Overview Fourth Edition provides an update of current and future market developments in the European market—actual growth figures for 2006-2007 and forecasts for 2008-2010—as well as industry insight on the latest market trends and online developments. Along with an in-depth look at the overall European online travel market, the report also delves into individual country markets: France, Germany, Italy, Scandinavia, Spain and the United Kingdom. Key findings include:
- Online bookings for leisure and unmanaged business travel accounted for €59 billion, or 25% of the European travel market in 2007.
- European online travel growth is lulling into maturity. Growth rates exceeding 50% are now history in the European online travel market as even the least developed markets, Spain and Italy, only increased online revenues by 35% in 2007.
- Traditional Airlines will start to exceed LCC growth online. While LCC online growth is rapidly slowing due to longstanding online success, traditional airlines are expected to experience a lesser slowdown in growth for the next few years.
- Countries like Portugal and Greece currently have low user penetration—in the range of 35-40%—but with a population exceeding 10 million inhabitants, they offer the strongest future growth potential for online travel.
- U.K. and Scandinavia, the two most developed markets in the region, now have the lowest rates of online growth in Europe.
- The European rail segment offers comparable total travel time, less security hassle, convenient station locations and less environmental impact, making it a direct competitor of LCCs.
- Tour operators are gearing up. They have strong brands and new technologies which may enable them to become true competitors for OTAs in the online market in Europe. Contrary to all other supplier segments and OTAs, the tour operator segment is going to increase its growth rates substantially in the coming years.
European Online Travel Overview Fourth Edition is an all-encompassing picture of the online travel market in Europe. Purchase by December 31 to save US$300. Printed reports will be available beginning December 10.
Electronic Market Data
For an additional 25% of the prevailing price, report purchasers are eligible for electronic access to all market data included in the report. Detailed spreadsheets in Microsoft Excel format supply data for the European leisure and unmanaged business online travel market by segment (air, hotel, car rental, tour operator, rail), as well as each market by channel (online travel agency, supplier Web site, and total market). Includes Pan-Europe (EU-15) as well as detail for U.K., Germany, France, Italy, Spain and Scandinavia.
Table of Contents
Methodology
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The European Online Travel Overview
Introduction
European Online Travel Market
Market Share
European Markets
Market Trends
Online Travel Agencies
Suppliers
Conclusion
Methodology
The French Online Travel Overview
Overview
Key Findings
Size of the Market
Suppliers
Online Travel Agencies
Conclusion
Methodology
The German Online Travel Overview
Overview
Key Findings
Size of the Market
Suppliers
Online Travel Agencies
Conclusion
Methodology
The Italian Online Travel Overview
Overview
Key Findings
Size of the Market
Suppliers
Online Travel Agencies
Conclusion
Methodology
The Scandinavian Online Travel Overview
Overview
Key Findings
Size of the Market
Suppliers
Online Travel Agencies
Conclusion
Methodology
The Spanish Online Travel Overview
Overview
Key Findings
Size of the Market
Suppliers
Online Travel Agencies
Conclusion
Methodology
The U.K. Online Travel Overview
Overview
Key Findings
Size of the Market
Suppliers
Online Travel Agencies
Conclusion
Methodology
TABLE OF TABLES
Table 1.1 European Online Leisure/Unmanaged Business Travel, Gross Bookings (€B), Growth (%), and as a Percentage of Total Travel Market, 2006-2010
Table 1.2 European Online Leisure/Unmanaged Business Travel by Channel, Gross Bookings (€B), Growth (%) and as a Percentage of Total Travel Market, 2006-2010
Table 1.3 European Travel Market by Channel and Sector: Gross Bookings (€B), 2006-2010
Table 1.4 European Travel Market by Channel and Sector: Share (%), 2006-2010
Table 1.5 U.S. and Europe Online Leisure/Unmanaged Business Travel Share of the Total Travel Markets, 2006-2010
Table 1.6 European Online Travel Market (Leisure/Unmanaged Business) Direct Gross Bookings by Segment (€M), 2006-2010
Table 1.7 European Online Supplier Direct Travel Market (Leisure/Unmanaged Business) by Segment, 2007 vs. 2010 (%)
Table 1.8 European Online Leisure/Unmanaged Business Share of Gross Bookings, 2007 vs. 2010
Table 1.9 European Travel Markets, Online Leisure/Unmanaged Business Gross Bookings, (€B) and Total Penetration, (%), 2007
Table 1.10 European Markets, Gross Domestic Product Growth (%), 2007-2009
Table 1.11 European and U.K. Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2006-2010
Table 1.12 European and French Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2006-2010
Table 1.13 European and German Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2006-2010
Table 1.14 European and Scandinavian Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2006-2010
Table 1.15 European and Spanish Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2006-2010
Table 1.16 European and Italian Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2006-2010
Table 1.17a European Online Travel (Leisure/Unmanaged Business) Growth Rates by Market (%), 2006-2010
Table 1.17b European Online Travel (Leisure/Unmanaged Business) Supplier Web Site and OTA Growth Rates by Segment (%), 2007
Table 1.18 European Online Travel Agencies and Tour Operators Online Gross Bookings (€B) and Growth (%), 2006-2010
Table 1.19 Top Five Pan-European Online Travel Agencies, Market Shares, 2006 and 2007
Table 1.20a European Online Travel Agencies, Estimated Gross Bookings (€M), 2006-2007
Table 1.20b European Online Travel Agencies, Estimated Market Share (%), 2006-2007
Table 1.20c European Online Travel Agencies, Growth Rates (%), 2006-2007
Table 1.21 European Supplier Web Site Share of Total Gross Bookings (%), by Supplier and Market, 2007
Table 1.22 European Airline Total Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2010
Table 1.23 European Traditional Airline Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2010
Table 1.24 European Low-Cost Carrier Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2010
Table 1.25 European Hotel Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2010
Table 1.26 European Rail Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2010
Table 1.27 European Car Rental Gross Bookings (EB) and Online Penetration by Channel (%), 2006-2010
Table 1.28 European Tour Operator Gross Bookings (EB) and Online Penetration by Channel (%), 2006-2010
Table 2.1 The French Travel Market (€B) and Growth Rates (%), 2006-2010
Table 2.2 French Online Travel Market, OTA vs. Supplier Direct Shares (%), 2007
Table 2.3 French Share of European Total and Online Travel Market (%), 2007 vs. 2010
Table 2.4 French Online Travel Supplier Direct Shares (%), 2007 and 2010
Table 2.5 French Online Travel Supplier Direct Market, 2006–2010 (€M)
Table 2.6 French Airlines, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 2.7 French Hotels, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 2.8 French Rail, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 2.9 French Car Rental, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 2.10 French Tour Operators, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 2.11 French Online Travel Agencies, Online Direct Gross Bookings (€B) and Growth (%), 2006-2010; Estimates by Brand (€M)
Table 2.12a Online Travel Agencies in the French Market, Estimated Market Share, 2006-2007
Table 2.12b Online Travel Agencies in the French Market, Market Share, 2006-2007
Table 3.1 The German Travel Market (€B) and Growth Rates (%), 2006-2010
Table 3.2 German Online Travel Market, OTA vs. Supplier Direct Shares (%), 2007
Table 3.3 German Share of European Total and Online Travel Market (%), 2007 vs. 2010
Table 3.4 German Online Travel Supplier Direct Shares (%), 2007 and 2010
Table 3.5 German Online Travel Supplier Direct Market, 2006–2010 (€M)
Table 3.6 German Airlines, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 3.7 German LCCs, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 3.8 German Hotels, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 3.9 German Rail, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 3.10 German Car Rental, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 3.11 German Tour Operators, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 3.12 German Online Travel Agencies, Online Direct Gross Bookings (€B) and Growth (%), 2006-2010; Estimates by Brand (€M)
Table 3.13 Online Travel Agencies in the German Market, Estimated Market Share, 2006-2007
Table 4.1 The Italian Travel Market (€B) and Online Growth Rates (%), 2006-2010
Table 4.2 Italian Online Travel Market, OTA vs. Supplier Direct Shares (%), 2007
Table 4.3 Italian Share of European Total and Online Travel Market (%), 2007 vs. 2010
Table 4.4 Italian Online Travel Supplier Direct Shares (%), 2007 and 2010
Table 4.5 Italian Online Travel Supplier Direct Market, 2006–2010 (€M)
Table 4.6 Italian Traditional Airlines, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 4.7 Italian LCCs, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 4.8 Italian Hotels, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 4.9 Italian Rail, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 4.10 Italian Car Rental, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 4.11 Italian Tour Operators, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 4.12 Italian Online Travel Agencies, Online Direct Gross Bookings (€B) and Growth (%), 2006-2010; Estimates by Brand (€M)
Table 4.13 Online Travel Agencies in the Italian Market, Estimated Market Share, 2006-2007
Table 5.1 The Scandinavian Travel Market (€B) and Online Growth Rates (%), 2006-2010
Table 5.2 Scandinavian Online Travel Market, OTA vs. Supplier Direct Shares (%), 2007
Table 5.3 Scandinavian Share of European Total and Online Travel Market (%), 2007 vs. 2010
Table 5.4 Scandinavian Online Travel Supplier Direct Shares (%), 2007 and 2010
Table 5.5 Scandinavian Online Travel Supplier Direct Market, 2006–2010 (€M)
Table 5.6 Scandinavian Airlines, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 5.7 Scandinavian Hotels, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 5.8 Scandinavian Rail, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 5.9 Scandinavian Car Rental, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 5.10 Scandinavian Tour Operators, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 5.11 Scandinavian Online Travel Agencies, Online Direct Gross Bookings (€B) and Growth (%), 2006-2010; Estimates by Brand (€M)
Table 5.12 Online Travel Agencies in the Scandinavian Market, Estimated Market Share, 2006-2007
Table 6.1 The Spanish Travel Market (€B) and Online Growth Rates (%), 2006-2010
Table 6.2 Spanish Online Travel Market, OTA vs. Supplier Direct Shares (%), 2007
Table 6.3 Spanish Share of European Total and Online Travel Market (%), 2007 vs. 2010
Table 6.4 Spanish Online Travel Supplier Direct Shares (%), 2007 and 2010
Table 6.5 Spanish Online Travel Supplier Direct Market, 2006–2010 (€M)
Table 6.6 Spanish Airlines, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 6.7 Spanish LCCs, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 6.8 Spanish Hotels, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 6.9 Spanish Rail, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 6.10 Spanish Car Rental, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 6.11 Spanish Tour Operators, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 6.12 Spanish Online Travel Agencies, Online Direct Gross Bookings (€B) and Growth (%), 2006-2010; Estimates by Brand (€M)
Table 6.13 Online Travel Agencies in the Spanish Market, Estimated Market Share, 2006-2007
Table 7.1 The U.K. Travel Market (€B) and Online Growth Rates (%), 2006-2010
Table 7.2 U.K. Online Travel Market, OTA vs. Supplier Direct Shares (%), 2007
Table 7.3 U.K. Share of European Total and Online Travel Market (%), 2007 vs. 2010
Table 7.4 U.K. Online Travel Supplier Direct Shares (%), 2007 and 2010
Table 7.5 U.K. Online Travel Supplier Direct Market, 2006–2010 (€M)
Table 7.6 U.K. Airlines, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 7.7 U.K. LCCs, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 7.8 U.K. Hotels, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 7.9 U.K. Rail, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 7.10 U.K. Car Rental, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 7.11 U.K. Tour Operators, Total (€B) and Online Direct Penetration (%), 2006-2010
Table 7.12 U.K. Online Travel Agencies, Online Direct Gross Bookings (€B) and Growth (%), 2006-2010; Estimates by Brand (€M)
Table 7.13 U.K. Travel Agencies in the Spanish Market, Estimated Market Share, 2006-2007
PhoCusWright’s European Online Travel Overview Fourth Edition presents the findings from PhoCusWright research on the European leisure and unmanaged business online travel markets in 2007 and 2008. This effort was undertaken as a multi-part project to assess the European travel market as a whole with in-depth analyses of six individual European markets: France, Germany, the U.K. (including Ireland), Italy, Spain and Scandinavia.
To evaluate the markets, PhoCusWright interviewed executives from over 90 Europe-based airlines, hotels, tour operators, rail companies, OTAs, traditional travel agencies and travel technology companies. European estimates and projections include the first 15 European Union (EU) countries, as well as Switzerland and Norway.
Unless otherwise indicated, all Internet sales are based on gross bookings – that is, the total transaction value of the products sold online in Europe – for leisure and unmanaged business travel sites (i.e., consumer-facing Web sites that sell to individuals, including unmanaged business travelers purchasing outside of corporate travel policies). They also include sales from non-European Union (EU) travel suppliers that are transacted via EU-based online travel agencies such as Expedia, Travelocity and Priceline. Corporate online booking systems such as Sabre/GetThere and Amadeus/e-Travel are excluded from this analysis.
All financial information is based on data obtained from company interviews or publicly available financial reports. Estimates and projections are based on executive interviews, third-party information, Web traffic results, economic indicators, market trends and PhoCusWright analysis.
PhoCusWright market size estimates and projections are based on the local market results of pan-European online travel agencies, the results of local OTAs, and total gross sales reported by local suppliers. Data is actual for 2006 and 2007 and projected for 2008-2010. In Tables, totals may not always add to 100% due to rounding.
Non-hospitality suppliers’ online sales are assigned to the market in which the supplier is headquartered. For example, all online business generated by Lufthansa worldwide is associated with Germany, while all Air France-KLM online revenue is associated with France. Hospitality suppliers’ gross bookings are based on revenues generated by properties in the country source market. Room revenue for hotels and guesthouse/bed and breakfast establishments are included. Tour operator sales are assigned to their respective source markets. For example, TUI Travel’s U.K. online sales are assigned to the U.K. market and Thomas Cook’s German online sales are assigned to the German market.
All currencies are in euros (€) and converted at the average rate for the period they represent. References to the “travel market” are understood to cover the total travel market, and “traditional travel agency” refers to principally offline travel agencies.
