European Vacation Rental Marketplace: 2011-2013
Complex, fragmented, large and dynamic, Europe's vacation rental market is weathering the economic storm well. This lodging segment has strong awareness among European travelers, and a high purchase incidence across many countries. But the market is also dizzyingly complex, characterized by a convoluted landscape of disparate suppliers and intermediaries, with significant variations from one county to the next.
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Phocuswright's senior director, research, Douglas Quinby, on Europe's changing vacation rental landscape:
Phocuswright's European Vacation Rental Marketplace: 2011-2013 provides an in-depth look at the vacation rental market across seven key countries in Europe: Denmark, France, Germany, Italy, the Netherlands, Spain and the U.K. Drawing on a combination of multi-market consumer and homeowner surveys, in-depth interviews and a sweeping review of government and other third-party data, this report presents a comprehensive view of the current vacation rental landscape in Europe and identifies key trends that will continue to shape this dynamic category.
Phocuswright's European Vacation Rental Marketplace: 2011-2013 includes:
- Market sizing by vacation rental revenue and inventory supply for all of Europe, and rental revenue by country and property type
- Impact of the economic developments in Europe on the marketplace, with total European market and online market figures from 2008 and projections through 2013
- Market size and trends by booking channel (total market and online penetration) with projections through 2013
- Market share by country for vacation rental management companies (VRMCs) and rental by owner (RBO)
- Key operational metrics such as average daily rate, occupancy and length-of-stay
- Detailed analysis of vacation rental distribution, including:
- RBO model and listing websites
- Traditional travel agencies, tour operators and the role of offline channels
- Consumer behavior: examination of European vacation rental guests (VRGs) by country, with a focus on preferred destinations, vacation styles, shopping and booking behavior, drivers and inhibitors to vacation rental consideration and booking, satisfaction levels and more
- Vacation rental homeowner profiles, including number and types of properties owned, and attitudes toward property marketing and competing management methods (VRMC vs. RBO)
- Discussion of significant and evolving trends that influence the European vacation rental marketplace – technology innovations, the emerging role of social media, the importance of online booking and other features
While vacation rentals in Europe are already a mainstream product category, the market continues to mature dramatically in terms of its distribution dynamics, online penetration and revenue generated. Phocuswright's European Vacation Rental Marketplace: 2011-2013 provides the information and analysis to understand this increasingly significant component of the European travel market.