European Travel Market: The Whole View

Summary

Despite the continued fragility of economic conditions throughout Europe, both the leisure and corporate travel markets continue to grow, though each faces its own challenges. Online, leisure/unmanaged business bookings show modest growth, but managed travel is gaining traction faster (though from a smaller base). While technology proliferation will be the primary driver of online managed travel growth in the next several years, economies of scale (e.g., search engine marketing) and business consolidation will propel online sales in the leisure/unmanaged business segment.