European Online Travel Overview Ninth Edition

European Online Travel Overview Ninth Edition Published December 2013 Analysts: Luke Bujarski, Ralph Merten, Friederike Winkowski, Donna Airoldi, Jesus Salgado Criado, Karen Burka, Peter O'Connor

 

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Phocuswright's European Online Travel Overview Ninth Edition is a detailed overview of the European travel market, providing market sizing and growth forecasts through 2015. The report focuses on the European online leisure/unmanaged business travel marketplace, with in-depth analysis of six individual markets: France, Germany, the U.K., Italy, Spain and Scandinavia. The report highlights key trends for all major travel segments, including air, hotel, car rental, tour operators and rail.

Topics include:

  • Size of the European travel market and six individual country markets
  • Market forecasts through 2015
  • Mobile bookings by country and segment
  • Distribution patterns by segment and channel
  • In-depth analysis of all major travel supplier segments
  • Trends among key travel companies

Phocuswright's European Online Travel Overview Ninth Edition provides a comprehensive picture of the European online travel market, delivering data and analysis essential to any travel company competing in Europe.

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126 Pages

Section One – Overview
Key Findings
Overview
European Online Travel Market
Share and Trends by Market
Key Markets: Germany on the Rise
Suppliers: Airlines
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Mobile: No Longer a Novelty
Implications of Metasearch
Methodology

Section Two – France
Overview
Key Findings
Size of the Market
Mobile
Suppliers Airlines
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Conclusion

Section Three – Germany
Overview
Key Findings
Size of the Market
Mobile
Suppliers Airlines
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Conclusion

Section Four – Italy
Overview
Key Findings
Size of the Market
Mobile
Suppliers Airlines
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Conclusion

Section Five – Scandinavia
Overview
Key Findings
Size of the Market
Mobile
Suppliers Airlines
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Conclusion

Section Six – Spain
Overview
Key Findings
Size of the Market
Mobile
Suppliers Airlines
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Conclusion

Section Seven – United Kingdom
Overview
Key Findings
Size of the Market
Mobile
Suppliers Airlines
Hotels
Rail
Car Rental
Tour Operators
Online Travel Agencies
Conclusion

LIST OF CHARTS

European Travel Market Gross Bookings, 2006-2015

European Total and Online Travel Markets and Growth Rates, 2011-2015

European Total and Online Travel Markets, Total Growth, Online Growth by Channel, and Online Penetration, 2011-2015

Online Share of Total Travel Markets by Region, 2011-2015

European Travel Market, Share by Channel and Sector, 2011-2015

European Online Leisure/Unmanaged Business Travel Market, OTA and Online Supplier Direct Bookings, 2011-2015

European Online Direct Travel Market, Share by Segment, 2012 vs. 2015

European Total and Online Travel Gross Bookings by Market, 2012

European Unemployment Rates by Market, 2007-2013

European Online Travel Growth Rates by Market, 2012-2015

European Online Travel Gross Bookings, Share by Market, 2012 vs. 2015

U.S. and Key European Markets, Gross Domestic Product Growth, 2012-2014

European Airline Total Gross Bookings by Channel and Online Penetration, 2011-2015

European Traditional Airline Gross Bookings by Channel and Online Penetration, 2011-2015

European Low-Cost Carrier Gross Bookings by Channel and Online Penetration, 2011-2015

European Hotel Gross Bookings by Channel and Online Penetration, 2011-2015

European Rail Gross Bookings by Channel and Online Penetration, 2011-2015

European Car Rental Gross Bookings by Channel and Online Penetration, 2011-2015

European Tour Operator Gross Bookings, by Channel and Online Penetration, 2011-2015

European Online Travel Agency Gross Bookings, and Growth, 2011-2015

Top Five Pan-European Online Travel Agencies, Share Among These Agencies, 2011 and 2012

European Online Travel Agency Gross Bookings, Growth Rates and Market Share, 2011-2012

European Mobile Share of Total Online Bookings by Market, 2011-2015

Top 10 Travel Apps in the Apple App Store by Market

French Travel Market and Online Growth Rates, 2011-2015

French Online Travel Market, OTA vs. Supplier Direct Share, 2012

French Share of European Total and Online Travel Markets, 2012 vs. 2015

French Supplier Direct Online Share by Segment, 2012 vs. 2015

French Online Leisure/Unmanged Business Travel Market, OTA and Online Supplier Direct Bookings, 2011-2015

French Mobile Share of Total Online Supplier Direct and OTA Bookings by Segment, 2011-2015

Propensity to Shop and Buy Travel Products With Smartphones

French Airline Gross Bookings and Online Direct Penetration, 2011-2015

French Hotel Gross Bookings and Online Direct Penetration, 2011-2015

French Rail Gross Bookings and Online Direct Penetration, 2011-2015

French Car Rental Gross Bookings and Online Direct Penetration, 2011-2015

French Tour Operator Gross Bookings and Online Direct Penetration, 2011-2015

French Online Travel Agency Gross Bookings and Growth, 2011-2015

Online Travel Agencies in the French Market, Estimated Market Share, 2011 and 2012

German Travel Market and Online Growth Rates, 2011-2015

German Online Travel Market, OTA vs. Supplier Direct Online Share, 2012

German Share of European Total and Online Travel Markets, 2012 vs. 2015

German Supplier Direct Online Share by Segment, 2012 vs. 2015

German Online Leisure/Unmanged Business Travel Market, OTA and Online Supplier Direct Bookings, 2011-2015

German Mobile Share of Total Online Supplier Direct and OTA Bookings by Segment, 2011-2015

Propensity to Shop and Buy Travel Products With Smartphones

German Airline Gross Bookings and Online Direct Penetration, 2011-2015

Passenger Enplanements for Lufthansa Group, Annual Change, 2003-2012

German LCC Gross Bookings and Online Direct Penetration, 2011-2015

German Hotel Gross Bookings and Online Direct Penetration, 2011-2015

German Rail Gross Bookings and Online Direct Penetration, 2011-2015

German Car Rental Gross Bookings and Online Direct Penetration, 2011-2015

German Tour Operator Gross Bookings and Online Direct Penetration, 2011-2015

German Online Travel Agency Gross Bookings and Growth, 2011-2015

Online Travel Agencies in the German Market, Estimated Market Share, 2011 and 2012

Italian Travel Market and Online Growth Rates, 2011-2015

Italian Online Travel Market, OTA vs. Supplier Direct Share, 2012

Italian Share of European Total and Online Travel Markets, 2012 vs. 2015

Italian Supplier Direct Online Share by Segment, 2012 vs. 2015

Italian Online Travel Market, 2011-2015

Italian Mobile Share of Total Online Supplier Direct and OTA Bookings by Segment, 2011-2015

Italian Airline Gross Bookings and Online Direct Penetration, 2011-2015

Italian LCC Gross Bookings and Online Direct Penetration, 2011-2015

Italian Hotel Gross Bookings and Online Direct Penetration, 2011-2015

Italian Rail Gross Bookings and Online Direct Penetration, 2011-2015

Italian Car Rental Gross Bookings and Online Direct Penetration, 2011-2015

Italian Tour Operator Gross Bookings and Online Direct Penetration, 2011-2015

Italian Online Travel Agency Gross Bookings and Growth, 2011-2015

Online Travel Agencies in the Italian Market, Estimated Market Share, 2011 and 2012

Scandinavian Travel Market and Online Growth Rates, 2011-2015

Scandinavian Online Travel Market, OTA vs. Supplier Direct Share, 2012

Scandinavian Share of European Total and Online Travel Markets, 2012 vs. 2015

Scandinavian Supplier Direct Online Share by Segment, 2012 vs. 2015

Scandinavian Online Travel Market, 2011-2015

Scandinavian Mobile Share of Total Online Supplier Direct and OTA Bookings by Segment, 2011-2015

Scandinavian Airline Gross Bookings and Online Direct Penetration, 2011-2015

Scandinavian LCC Gross Bookings and Online Direct Penetration, 2011-2015

Scandinavian Hotel Gross Bookings and Online Direct Penetration, 2011-2015

Scandinavian Rail Gross Bookings and Online Direct Penetration, 2011-2015

Scandinavian Car Rental Gross Bookings and Online Direct Penetration, 2011-2015

Scandinavian Tour Operator Gross Bookings and Online Direct Penetration, 2011-2015

Scandinavian Online Travel Agency Gross Bookings and Growth, 2011-2015

Online Travel Agencies in the Scandinavian Market, Estimated Market Share, 2011 and 2012

Spanish Travel Market and Online Growth Rates, 2011-2015

Spanish Online Travel Market, OTA vs. Supplier Direct Share, 2012

Spanish Share of European Total and Online Travel Markets, 2012 vs. 2015

Spanish Supplier Direct Online Share by Segment, 2012 vs. 2015

Spanish Online Leisure/Unmanaged Business Travel Market, OTA and Online Supplier Direct Bookings, 2011-2015

Spanish Mobile Share of Total Online Supplier Direct and OTA Bookings by Segment, 2011-2015

Spanish Airline Gross Bookings and Online Direct Penetration, 2011-2015

Spanish LCC Gross Bookings and Online Direct Penetration, 2011-2015

Spanish Hotel Gross Bookings and Online Direct Penetration, 2011-2015

Spanish Rail Gross Bookings and Online Direct Penetration, 2011-2015

Spanish Car Rental Gross Bookings and Online Direct Penetration, 2011-2015

Spanish Tour Operator Gross Bookings, 2011-2015

Spanish Online Travel Agency Gross Bookings and Growth, 2011-2015

Online Travel Agencies in the Spanish Market, Estimated Market Share, 2011 and 2012

U.K. Travel Market and Online Growth Rates, 2011-2015

U.K. Online Travel Market, OTA vs. Supplier Direct Share, 2012

U.K. Share of European Total and Online Travel Markets, 2012 vs. 2015

U.K. Supplier Direct Online Share by Segment, 2012 vs. 2015

U.K. Online Leisure/Unmanaged Business Travel Market, OTA and Online Supplier Direct Bookings, 2011-2015

Propensity to Shop and Buy Travel Products With Smartphones

U.K. Mobile Share of Total Online Supplier Direct and OTA Bookings by Segment, 2011-2015

U.K. Airline Gross Bookings and Online Direct Penetration, 2011-2015

U.K. LCC Gross Bookings and Online Direct Penetration, 2011-2015

U.K. Hotel Gross Bookings and Online Direct Penetration, 2011-2015

U.K. Rail Gross Bookings and Online Direct Penetration, 2011-2015

U.K. Car Rental Gross Bookings and Online Direct Penetration, 2011-2015

U.K. Tour Operator Gross Bookings and Online Direct Penetration, 2011-2015

U.K. Online Travel Agency Gross Bookings and Growth, 2011-2015

Online Travel Agencies in the U.K. Market, Estimated Market Share, 2011 and 2012

Phocuswright's European Online Travel Overview Ninth Edition presents the findings from proprietary research conducted in 2013 on the European leisure and unmanaged business travel markets. This effort was undertaken as a multipart project to assess the European travel market as a whole, and includes 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, car rental 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 sales are based on "gross bookings" – that is, the total transaction value of the products sold in Europe – for leisure and unmanaged business travel sites (i.e., consumer-facing websites that sell to individuals, including unmanaged business travelers purchasing outside of corporate travel policies). Gross bookings also include sales from non-EU travel suppliers that are transacted via EU-based OTAs and EU-based tour operators. 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. Data is actual for 2011-2012 and projected for 2013-2015. In Figures, totals may not always add to 100% due to rounding.

All currencies are in euros (A) unless otherwise indicated – as in the U.K. chapter, which uses British pounds (£) – 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.

In assessing the market, Phocuswright applies the following methodology to each respective travel segment:

OTA: OTA market sizing estimates and forecasts are based on the local market demand processed via pan-European and local OTAs. Phocuswright figures express the total transaction value of travel sold via OTAs in each respective source market. For example, bookings generated within Germany, for both domestic and international travel, are allocated to the German market.

Airline: Airline supplier gross bookings, both offline and online, are assigned to the market in which the supplier is headquartered. For example, all business generated by Lufthansa worldwide is allocated to Germany, while all Air France/ KLM online revenue is allocated to France. IAG airlines (British Airways and Iberia) are an exception, as their figures are reported individually.

Hotel: Hospitality supplier gross bookings, both offline and online, are based on room revenue generated by properties in the country source market. Room revenue for hotels and guesthouse/bed and breakfast establishments are included, while camping and similar establishments’ revenue is excluded. Room revenue excludes food and beverage sales.

Car rental: Car rental supplier gross bookings, both offline and online, are based on revenue generated by fleets in the country source market.

Tour operator: Tour operator bookings are assigned to their respective source markets. For example, TUI Travel's U.K. sales are assigned to the U.K. market. Total travel market calculations – for individual country markets, as well as for the total European market – only include non-Europe tour operator bookings generated by each source market. This procedure avoids double counting across other segments, including hotels and airlines.

Additional considerations
Note that aggregating individual supplier segment estimates and forecasts will not yield the same results as total market estimates, since adjustments are made for double counting.

When distinguishing supplier direct from intermediary bookings, please consider the final merchant of sale as the relevant booking channel. For example, customers searching for car rental products on an airline or hotel website will typically be redirected to the car rental website to process the payment. Likewise, metasearch engines redirect users to the respective supplier or OTA web portal to process payment.

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