Coupled with Scandinavia’s 98% internet and 78% smartphone penetration rates, the trend toward a cashless society bodes well for the region’s online travel market. Scandinavia’s three government-owned railways stand front and center in the travel market’s digital
transformation, innovating around their digital services and Wi-Fi offerings. In the air segment, on the other hand, uncertainty surrounds Norwegian Air, which has been plagued by mounting debt and is a likely acquisition target for one or more larger carriers. This publication presents a high-level summary of the
Scandinavian travel market, focusing on the need-to-know developments, trends and stories that are impacting the market now.
Also in this series:
And for more on the dynamic European online travel marketplace, check out the following (available now or publishing soon):