Scandinavian Online Travel Overview Tenth Edition

Scandinavian Online Travel Overview Tenth Edition Published January 2015 Analyst: Friederike Winkowski


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Phocuswright's Scandinavian Online Travel Overview Tenth Edition provides data, analysis and insight into the Scandinavian travel industry, and projects future performance through 2016. The report covers Scandinavian travel market dynamics, and contains detailed information on all key segments, including air, hotel, car rental, rail, tour operators and online travel agencies.

The travel market in Scandinavia (Sweden, Norway and Denmark) is projected to grow to €16.3 billion by 2016. All supplier segments show positive growth, with low-cost carrier (LCC) revenue expanding the fastest - driven partially  by Norwegians' growing desire for domestic travel. The region is the leading European market in terms of online travel penetration, at 58% in 2014. Scandinavia also boasts some of the highest smartphone penetration rates in Europe, with 59% in Denmark, 63% in Sweden and 68% in Norway. 

European Market Overview
Also included with Phocuswright's Scandinavian Online Travel Overview Tenth Edition is a summary of the entire European online travel marketplace. This section of the report contains data, analysis and projections through 2016 for key industry channels (OTAs, suppliers) and segments (air, hotel, car rental, tour operators and rail), as well as major markets (France, Germany, the U.K., Italy, Spain and Scandinavia). This valuable overview provides robust European market intelligence that puts regional trends and performance in perspective. The report also features mobile bookings by country and segment.

Purchase Phocuswright's Scandinavian Online Travel Overview Tenth Edition for a complete analysis of the Scandinavian online travel space, including market sizing, key suppliers and intermediaries, trends and projections.

Also Available

Full European Report

  • European Overview
    • Key Findings
    • Overview
    • European Online Travel Market
    • Share and Trends by Country
    • Suppliers
      • Airlines
      • Traditional Airlines
      • Low-Cost Carriers
      • Hotels
      • Rail
      • Car Rental
      • Tour Operators
    • Online Travel Agencies
    • Mobile
    • Metasearch
    • Methodology
  • The Scandinavian Online Travel Overview
    • Key Findings
    • Macro Landscape
    • Size of the Market
    • Mobile
    • Suppliers
      • Airlines
      • Traditional Airlines
        • Scandinavian Airlines Group (SAS)
        • Malmö Aviation
        • Tour Operator Airlines
      • Low-Cost Carriers
        • Norwegian Air
        • Cimber A/S
    • Hotels
      • Rezidor Hotel Group
      • Scandic Hotels
      • Nordic Choice Hotels
      • First Hotels
      • Thon Hotels
      • Smaller Hotel Chains
    • Rail
      • Statens Järnvägar (SJ)
      • Norges Statsbaner (NSB)
      • Danske Statsbaner (DSB)
    • Car Rental
      • Regional Brands
        • Avis
        • Hertz
        • Europcar
        • Sixt
    • Tour Operators
      • TUI Nordic
      • TC Scandinavia
      • Kuoni Scandinavia
      • Kilroy
      • Ticket Leisure Travel
    • Online Travel Agencies
      • (Priceline)
      • Etraveli AB
      • eDreams Odigeo (Travellink)
      • Expedia
      • MrJet/Ebookers (Orbitz Worldwide)
      • Restplass/Reisegiganten
      • Flygstolen
      • Flygpoolen
      • VIA Egencia
    • Conclusion

Phocuswright's European Online Travel Overview Tenth Edition presents the findings from proprietary research conducted in 2014 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 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 2012-2013 and projected for 2014-2016. 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, where figures are in 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, while "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. Total OTA bookings reflect the share of total online supplier bookings processed byintermediaries.

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 also excludes food and beverage sales.

Car Rental: Car rental supplier gross bookings, both offline and online, are based on revenues generated by rental fleets operating within 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 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 aremade for double counting.

When distinguishing supplier-direct from intermediary bookings, consider the final merchant of sale as the booking channel. For example, metasearch engines are often non-transactional, and customers are redirected to the respective supplier or OTA site for payment processing. Car rental partnerships with airlines and hotels function in a similar way, in that customers searching for car rental products on an airline or hotel website will often be directed to the car rental website to process the payment.

US $995 
CA $1,322 • £798 • €902
FREE for Open Access Subscribers
Add to Cart