Scandinavia is on the leading edge of global digital transformation, and strong internet and smartphone adoption have given the region (Sweden, Denmark and Norway) one of the world’s highest online travel penetration rates. Still offline channels play a key role in the market, as some Scandinavian travelers still prefer the human touch when making travel arrangements, especially in the hotel, car rental and traditional airline segments. This report provides a top-level overview of the Scandinavian travel market, including background, key characteristics, market structure and major players in each segment.
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