Scandinavia Online Travel Overview 2019
Though relatively small in terms of total gross bookings compared to other European countries, the Scandinavian travel market is a leader in online adoption and digital transformation. In 2019, overall online travel penetration for the three Scandinavian nations – Denmark, Norway and Sweden – was projected at 62%, among the highest rates in all of Western Europe. The total market continues to grow as well, boosted by the region’s reputation as a safe destination and the ease of travel between the three countries. This report provides an overview of the Scandinavian travel market, including key characteristics, market structure and major players in each segment.
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