Research Insights Online Travel Penetration Lopsided Across European Markets

Online Travel Penetration Lopsided Across European Markets

February 2012
David Juman

Online Travel Penetration Lopsided Across European Markets

When it comes to online travel penetration, not all European markets are created equal. Online leisure/unmanaged business travel share of the total travel market varies significantly by country, with the U.K. leading the pack, and Spain and Italy lagging far behind, according to Phocuswright's European Online Travel Overview Seventh Edition.

The U.K. (47%) overtook Scandinavia (46%) in online travel penetration by a small margin in 2010. However, the size of the U.K.'s total travel market makes it by far the largest online market in Europe, comprising 28% of total European online leisure/unmanaged business travel gross bookings in 2010 (see figure). By 2013, its share of Europe's total online travel market will shrink to 26% as smaller markets experience rapid online growth and larger markets mature.

European Online Leisure/Unmanaged Business Share of Gross Bookings, 2010 vs. 2013

At the other end of the spectrum, Italy and Spain – smaller travel markets with low online travel penetration – will comprise just 5% and 7%, respectively, of European online leisure/unmanaged business bookings by 2013. Growth in these two markets continues to be inhibited by economic uncertainty, lower levels of Internet access, and the presence of dominant offline travel distribution networks.

Phocuswright's European Online Travel Overview Seventh Edition (US$2,495) – a Global and European Edition publication – provides a comprehensive picture of the European online travel market and includes data and analysis essential to any travel company competing in Europe.

Topics include:
  • Size of the European travel market and six individual country markets
  • Market forecasts through 2013
  • Distribution patterns by segment and channel
  • In-depth analysis of all major travel supplier segments
  • Trends among key travel companies
Individual country reports are also available ($995) – each contains a valuable overview providing robust European market intelligence that puts regional trends and performance in perspective.