US $750.00
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PhoCusWright's Scandinavian Online Travel Overview Fifth Edition
November 2009
US $750 CA $775 £481 €576
Included in PhoCusWright's Global and European Research Subscriptions
PhoCusWright's Scandinavian Online Travel Overview Fifth Edition provides an in-depth look at the current state of the travel industry and projects future performance trends through 2011. The report reviews Scandinavian market dynamics as well as individual travel verticals including air, hotel, car rental, rail, tour operators and online travel agencies.
Scandinavia—which includes the combined travel markets of Denmark, Norway and Sweden—ranks sixth in terms of travel spend in the European marketplace. However, Scandinavia represents a disproportionately significant share of Europe's online travel bookings. In 2008 Scandinavia's online penetration reached 45%, beating out the U.K. as the highest in Europe. In 2008, the region fared better than most other key markets across Europe—only Germany had similar growth.
European Market Overview
This report also contains a valuable overview of the entire European travel market. Data and analysis are provided for: online and overall gross bookings 2006-2011, performance by industry segment (OTAs, suppliers, airlines, hotels, rail, car rental, cruise and tour operators) and by market (U.K., France, Germany, Italy, Scandinavia, Spain). This overview provides broad-based market intelligence for the European region that puts individual market performance in perspective.
Purchase PhoCusWright's Scandinavian Online Travel Overview Fifth Edition today for a complete analysis of the Scandinavian market.
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Table of Contents
Methodology
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Key Findings
European Online Travel Market
Share of European Online Market by Country
Individual Market Trends
U.K.
France
Germany
Scandinavia
Spain
Italy
Other
Online Travel Agencies
Suppliers
Airlines
Hotels
Rail
Car Rental
Tour Operators
Cruise
Methodology
SCANDINAVIA
Overview
Key Findings
Size of Market
Suppliers
Traditional Airlines
Low-Cost Carriers
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Metasearch
Conclusion
LIST OF TABLES
OVERVIEW
European Online Leisure/ Unmanaged Business Travel by Channel, Gross Bookings, Online Growth, and as a Percentage of Total Travel Market, 2006-2011 (€B)
European Online Leisure/Unmanaged Business Travel by Channel, Gross Bookings (€B), Growth (%) and as a Percentage of Total Travel Market, 2006-2011
European Travel Market by Channel and Sector: Gross Bookings (€B), 2006-2011
European Travel Market by Channel and Sector: Share (%), 2006-2011
U.S. and European Online Leisure/Unmanaged Business Travel Share of the Total Travel Markets, 2007-2011
European Online Travel Market (Leisure/Unmanaged Business) Direct Gross Bookings by Segment (€M), 2006-2011
European Online Supplier Direct Travel Market (Leisure/ Unmanaged Business) by Segment, 2008 vs. 2011 (%)
European Online Leisure/Unmanaged Business Share of Gross Bookings, 2008 vs. 2011
European Travel Markets, Online Leisure/Unmanaged Business Gross Bookings, (€B) and Total Penetration (%), 2008
European Markets, Gross Domestic Product Growth (%), 2008-2010
European and U.K. Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2007-2011
European and French Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2007-2011
European and German Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2007-2011
European and Scandinavian Online Travel (Leisure/ Unmanaged Business) Growth Rates (%), 2007-2011
European and Spanish Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2007-2011
European and Italian Online Travel (Leisure/Unmanaged Business) Growth Rates (%), 2007-2011
European Online Travel (Leisure/ Unmanaged Business) Growth Rates by Market (%), 2007-2011
European Online Travel Agencies and Tour Operators Online Gross Bookings (€B) and Growth(%), 2006-2011
Top Five Pan-European Online Travel Agencies, Market Shares, 2007 and 2008
European Online Travel Agencies, Estimated Gross Bookings (€M), 2007-2008
European Online Travel Agencies, Estimated Market Share (%), 2007-2008
European Online Travel Agencies, Growth Rates (%), 2007-2008
European Supplier Web Site Share of Total Gross Bookings (€B), by Supplier and Market, 2008
European Airline Total Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2011
European Traditional Airline Gross Bookings (B) and Online Penetration by Channel (%), 2006-2011
European Low-Cost Carrier Gross Bookings (€B) and Online Penetration by Channel (%) 2006-2011
European Hotel Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2011
European Rail Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2011
European Car Rental Gross Bookings (€B) and Online Penetration by Channel (%), 2006-2011
European Tour Operator Gross Bookings (€B) and Online Penetration by Channel (%) 2006-2011
SCANDINAVIA
The Scandinavian Travel Market (€B) and Online Growth Rates (%), 2006-2011
Scandinavian Online Travel Market, OTA vs. Supplier Direct Shares (%), 2008
Scandinavian Share of European Total and Online Travel Market (%), 2008 vs. 2011
Scandinavian Online Travel Supplier Direct Shares (%), 2008 and 2011
Scandinavian Online Travel Market, 2006-2011 (€M)
Scandinavian Traditional Airlines, Total (€B) and Online Direct Penetration (%), 2006-2011
Scandinavian LLCs, Total (€B) and Online Direct Penetration (%), 2006-2011
Scandinavian Hotels, Total (€B) and Online Direct Penetration (%), 2006-2011
Scandinavian Rail, Total (€B) and Online Direct Penetration (%), 2006-2011
Scandinavian Car Rental, Total (€B) and Online Direct Penetration (%), 2006-2011
Scandinavian Tour Operators, Total (€B) and Online Direct Penetration (%), 2006-2011
Scandinavian Online Travel Agencies, Online Direct Gross Bookings (€B) and Growth (%),2006-2011; Estimates by Brand (€M)
PhoCusWright’s European Online Travel Overview Fifth Edition presents the findings from PhoCusWright research on the European leisure and unmanaged business online travel markets in 2008 and 2009. 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 Northern 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-EU travel suppliers that are transacted via EU-based online travel agencies. 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 distribution channel 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 2006-2008 and projected for 2009-2011. In Figures, 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. Total market calculations exclude online travel agency gross bookings as well as a portion of tour operator gross bookings – these excluded bookings are assigned under supplier segments (e.g., airline, hotel).
All currencies are in euros (€€) unless otherwise indicated (as in the U.K. chapter) 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.
