Trends in European Internet Distribution - of Travel and Tourism Services

Trends in European Internet Distribution - of Travel and Tourism Services by Carl H. Marcussen, PhD, Senior Researcher,
Centre for Regional and Tourism Research, Denmark

Updated 12 January 2005 

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Summary

Online travel sales increased by as much as 34% from 2003 to 2004 and reached EUR 17.0 billion in the European market in 2004 - or 7.1% of the market (up from EUR 12.7 bn. or 5.4% in 2003). A further increase of about 18% during 2005 to about EUR 20.1 billion may be expected (8.2% of the market). The European online travel market could reach EUR 23.0 bn. or 9.2% of the market by 2006. The UK accounted for 36% of the European online travel market in 2004, with Germany in second place at 22%, both slightly down from 2003. Th

www.ff70.com e ten new EU member countries have been included in the European online travel market and contributed a little less than 2% to the total in 2004, after growing quickly during 2004. The direct sellers accounted for 64% of online sales in the European market in 2004, down one percentage point from 2003. In 2004 the breakdown of the market by type of service was as follows (with 2003 in brackets): Airtravel: 57.4% (56.6%); Hotels 15.7% (14.9%); Package tours 14.1% (15.5%); Rail 9.0% (9.2%); Rental cars 1.9% (1.8%); Other services: 1.9% (2.1%). Concentration in the European online travel market has increased, following several acquisitions.        
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Method used in the 'trends s

www.ff70.com tudy'

Tracking trends by focusing on major online marketers.

Key variables for which data has been gathered and/or estimates made for each of more than 90 major online players - representing about 90% of the European online travel market - via own primary research and from a great number of different publicly available secondary sources:

1. Global Internet travel sales in value (by major European players or sales on the European market by non-European players) with projections for 2004 and beyond.  
2. Market (sales to non-Europeans and Europeans - with sub-breakdown of sales on the European market into 6 regions).
3. Channel (direct sellers or intermediaries).
4. Product type (specific types of accommodation; specific types of transportation s

www.ff70.com ervices; or package tours).
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The following are not included in the online travel market estimates:

1. Online sales to customers not living in W.Europe.
2. Sales by principals (product owners) through ‘someone’ (intermediaries)
    who use the Internet as their sales channel (no double counting).
    E.g.: Sales by airlines through online agents.
3. Other types of products than those explicitly included.
    E.g.: Tickets for events / concerts etc. (~general leisure).
4. Telephone sales of services researched on the Net. 

Trends in overall online travel market size - W. Europe 1998 - 2006

www.ff70.com W.Europe  Market  Internet sales Internet sales Internet sales  Year (billion E.) (billion E) in % of market increase % 1998 218 0.225 0.1% N.A. 1999 231 0.791 0.3% 251% 2000 247 2.466 1.0% 212% 2001 244 4.842 2.0% 96% 2002 242 8.4 3.5% 74% 2003 237 12.7 5.4% 51% 2004 240 17.0 7.1% 34% 2005 244 20.1 8.2% 18 % 2006 249 23.0 9.2% 14%Note: Each year's actual average exchange rates have been applied for 1998-2004. 

Graph: Trends in overall online trave

www.ff70.com l market size - Europe 1998-2006, including ten new EU countries.  

Next graph: Geographic status for the European online travel market 2004 (EUR 17.0 bn.). 

Next graph: Trends in the European online travel market - by geographic market - 1998-2004: UK; Germany; France; Nordic region (Scandinavia, Finland, Iceland); Benelux, Switzerland, Austria, Ireland; Southern Europe (Italy, Spain, Portugal, Greece); and the ten new EU member countries (E. Europe). 

Next graph: Trends in the European online travel market - by channel - 1998-2004. 

Next graph: Trends in the European online travel market - by type of service - 1998-2004. 

Next graph: Low cost (No frills) airl

www.ff70.com ines – a major force behinds the trends in the W. European online travel market. 

The European online travel market - by type of service - 2004. 

 

Some conclusions:

- The UK remains the largest online travel market in Europe, with Germany in second place. These two markets accounted for 58% of the EUR 17.0 bn. European online travel market in 2004. 
- Growth was very high during 2004, 34%, and a further increase of at least 18% may be expected during 2005. 
- The European online travel market (including the ten new EU member countries) may reach EUR 23.0 bn. by 2006, which is about 9.2% of the total market for selected travel and tourism services. 

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