product brochure: europe online travel market 2016

EUROPE ONLINE TRAVEL MARKET 2016 PUBLICATION DATE: OCTOBER 2016

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 - 6 TABLE OF CONTENTS I PAGE 7 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 8 METHODOLOGY I PAGE 9 RELATED REPORTS I PAGE 10 CLIENTS I PAGE 11-12 FREQUENTLY ASKED QUESTIONS

PAGE 13 ORDER FORM I PAGE 14 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:

Type of Product:

Category:

Covered Regions:

Covered Countries:

Language:

Formats:

Number of Charts:

Europe Online Travel Market 2016

Market Report

Online Travel

Europe

UK, Germany, France, Spain, Italy, Russia, The Netherlands, Turkey,

Belgium, Austria, Greece, Poland

English

PDF & PowerPoint

90

PRICES* Single User License:

Site License:

Global Site License:

€ 750 (exc. VAT)

€ 1125 (exc. VAT)

€ 1500 (exc. VAT)

QUESTIONS

ANSWERED

IN THIS REPORT

How large is Europe’s share of the global online travel market?

What are the top countries by online travel sales in Europe in 2016?

How many online shoppers across this region book accommodation over the Internet?

How fast are mobile travel bookings growing in Europe?

In which European countries are peer-to-peer accommodation booking websites especially

popular?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

EUROPE ONLINE TRAVEL MARKET 2016

EUROPE’S SHARE OF GLOBAL ONLINE TRAVEL MARKET TO DECLINE

DESPITE MOBILE-DRIVEN GROWTH

Europe is the third largest online travel market worldwide, according to the new

report from yStats.com. In 2016, it is projected to account for more than a quarter of global

online travel sales. However, as emerging markets across Asia, Latin America, the Middle

East and Africa are growing at a more rapid pace, Europe’s share is predicted to shrink by

several percentage points within the next few years.

The UK is the leading country in Europe by online travel sales, despite Germany

having a larger total travel market, the yStats.com report reveals. Travelers in the UK are

increasingly using mobile devices to access online travel content, even though factors such

as slow speed and a complicated payment process sometimes prevent smartphone users

from completing a travel booking transaction on their devices. France also is seeing around

a third of mobile-only visits to travel websites, as of mid-2016, and in Italy mobile bookings

amounted to over 1 billion Euros in 2015.

Accommodation is among the most popular online travel categories purchased in

Europe, as shown in the yStats.com report. Although hotel and accommodation booking

platforms, such as Booking.com, remain the leading destinations, the popularity of peer-to-

peer accommodation portals, such as Airbnb, is rising. In Russia, more than 50% of Internet

users are aware of such services, and in France, Airbnb was the third most visited travel

website in mid-2016.


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MANAGEMENT SUMMARY

GLOBAL DEVELOPMENTS

Overview of Online Travel Market Trends, October 2016

Product Categories Purchased Online, incl. “Travel Products or Services”, in % of Online Shoppers, October 2015

Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f

Breakdown of Online Travel Sales by Regions, in %, 2016f & 2020f

Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f

Top 10 Countries by Online Travel Sales, in USD billion, 2015 – 2020f

Total Travel Sales, in USD billion, and Online Travel Share, in%, by Regions and Global, 2016f

Travel Bookings via Mobile Channels, in USD billion, 2014 & 2019f

Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App,

by Region, in %, October 2015

Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App,

by Generation, in %, October 2015

Revenues of Accommodation Sharing and Transport Sharing Platforms, in USD billion, and CAGR, in %, 2015 &

2019f

Online Travel Agencies Sales, in USD billion, 2015 & 2020f

Breakdown of Online Travel Agencies Sales, by Top 3 Regions and Others, in % and in USD billion, 2015

Top 6 Online Travel Agencies, by Gross Bookings, in USD million, and in % Change, 2014 & 2015

Market Shares of the Top 5 Online Travel Agencies, in %, 2015

Top 20 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Average Visit Duration, in

minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, Sept. 2016

EUROPE

3.1. REGIONAL

Online Travel Sales, in USD billion, by Western Europe, Central and Eastern Europe, and Total, 2015 - 2020f

Travel Bookings via Mobile Channels, in EUR billion, 2015 & 2017f

Product Categories Purchased Online in the EU, incl. “Travel and Holiday Accommodation”, in % of Online

Shoppers, 2015

Share of Online Shoppers Buying “Travel and Holiday Accommodation” Online, by EU Countries, FYROM, Norway

and Turkey, in % of Online Shoppers and in % of Individuals, 2014 & 2015

Audience Reach of Airbnb Websites, by Austria, Belgium, France, Germany, Italy, Poland, Spain, Switzerland and

the UK, in %, July 2016

Share of Travelers Who Book Accommodation with Airbnb, by France, Germany, Ireland, Italy, Spain, the UK and

the USA, in %, August 2015


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TABLE OF CONTENTS (1 OF 3)

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EUROPE (Cont.)

3.2. UK

Online Travel Market Overview and Trends, October 2016

Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online

Shoppers, Q1 2015 & Q1 2016

Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online

Shoppers, by Age Group and Gender, Q1 2016

Breakdown of Devices Used to View Travel Content, in % of Online Travel Bookers, March 2016

Devices Used to Book a Holiday Online, in % of Online Holiday Bookers, 2014 & 2015

Reasons for Abandoning a Mobile Transaction on a Travel Website/App, in % of Smartphone Owners who

Abandoned a Mobile Transaction on a Travel Website/App, June 2015

Breakdown of Traffic To Top 10 UK Travel Websites, by Device, in %, June 2015

3.3. GERMANY

Online Travel Market Overview and Trends, October 2016

Breakdown of Total Travel Sales, by Channel, incl. “Online”, in %, 2013 - 2015

Channels Used to Book Vacation, incl. “Online”, in % of Travelers, 2005 & 2015

Product Categories Purchased Online, incl. “Travel Accommodation” and “Other Travel Services”, in % of Online

Shoppers, Q1 2015

Types of Travel Services Booked Online, in % of Internet Users Who Booked Travel Services Online, March 2016

Types of Online Platforms Used to Book Accommodation, in % of Internet Users Who Booked Accommodation

Online, March 2016

3.4. FRANCE

B2C E-Commerce Sales, by Product Category, in EUR billion, and Share of Total Retail Sales in the Respective

Category, in %, incl. “Tourism”, 2015

Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015

Product Categories Purchased Online via Desktop and Smartphone, incl. “Travel/Tourism”, in % of Internet Users

and in % of Mobile Internet Users, H1 2016

Share of Unique Visitors to Travel Websites Who Accessed These Websites via Mobile, in % and in millions, July

2016

Top 10 Travel Websites Visited from Desktop, by Unique Monthly Visitors, in thousands, Q2 2016

Top 5 Accommodation Booking Websites/Apps Visited from Mobile, by Unique Monthly Visitors, in thousands, July

2016

3.5. SPAIN

Products Purchased Online, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015

Products Purchased via Mobile, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015



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EUROPE (Cont.)

3.6. ITALY

B2C E-Commerce Sales Breakdown, by Product Categories, incl. “Tourism Services”, in EUR billion and in %, 2015e

Mobile Share of Online Travel Sales, in % and in EUR billion, 2015

3.7. RUSSIA

Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel Services and Tickets”, 2014 & 2015

Types of Online Platforms Used to Purchase Travel Online, in % of Internet Users Who Purchased Travel Online,

February 2016

Online Travel Sales, in RUB billion, 2015 & 2016f

Breakdown of Online Travel Sales by Segments, in %, 2015

Breakdown of Awareness and Usage of Peer-to-Peer Online Accommodation Services, in % of Internet Users,

March 2016

List of Top 3 Online Travel Agencies and Top 2 Online Accommodation Booking Websites, 2015

3.8. THE NETHERLANDS

Share of Travel Bookings Made on Smartphone, in %, Q1 2016

3.9. TURKEY

Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015

Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015

Online Travel Sales, in TRY billion, 2014 & 2015

3.10. BELGIUM

Travel Categories Purchased Online, in % of Online Shoppers, 12 Months to June 2016, and in % Change 2015-

2016 and 2011-2016

3.11. AUSTRIA

Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015

3.12. GREECE

Product Categories Purchased Online, incl. “Travel Services”, in % of Online Shoppers, 12 Months to March 2015

3.13. POLAND

Product Categories Purchased Online, incl. “Holiday Tours, Accommodation and Tickets”, in % of Online Shoppers,

2014 & 2015



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REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market

research. Secondary research is information gathered from

previously published sources. Our reports are solely based on

information and data acquired from national and international

statistical offices, industry and trade associations, business

reports, business and company databases, journals, company

registries, news portals and many other reliable sources. By using

various sources we ensure maximum objectivity for all obtained

data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to

ensure validity and reliability.

The source of information and its release date are

provided on every chart. It is possible that the information

contained in one chart is derived from several sources. If this is

the case, all sources are mentioned on the chart.

The reports include mainly data from the last 12 months

prior to the date of report publication. Exact publication dates are

mentioned in every chart.

Definitions

The reports take into account a broad definition of B2C

E-Commerce, which might include mobile commerce. As

definitions may vary among sources, exact definition used by the

source (if available) is included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts,

rankings, line graphs and tables. Every chart contains an Action

Title, which summarizes the main idea/finding of the chart and a

Subtitle, which provides necessary information about the

country, the topic, units or measures of currency, and the

applicable time period(s) to which the data refers. With respect to

rankings, it is possible that the summation of all categories

amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the

following order: Cover page, preface, legal notice, methodology,

definitions, table of contents, management summary

(summarizing main information contained in each section of

report) and report content (divided into sections and chapters).

When available, we also include forecasts in our report content.

These forecasts are not our own; they are published by reliable

sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance

by using evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data

collection, for example the time of survey and number of people

surveyed, is provided in the form of a note. In some cases, the

note (also) contains additional information needed to fully

understand the contents of the respective data.

When providing information about amounts of money,

local currencies are most often used. When referencing currency

values in the Action Title, the EUR values are also provided in

brackets. The conversions are always made using the average

currency exchange rate for the respective time period. Should the

currency figure be in the future, the average exchange rate of the

past 12 months is used.

METHODOLOGY OF OUR EUROPE ONLINE TRAVEL MARKETS 2016 REPORT Report Coverage

This report covers the online travel market. It takes into

account a wide definition of the travel segment, including

transportation, accommodation, tour packages and others.

Besides sales figures, penetration and rankings, this report also

reveals important market trends that affect the online travel

market, such as the rise of mobile bookings and peer-to-peer

services.

This report is focused on the online travel market in

Europe and covers all major advanced and emerging markets in

this region. Besides regional and country data, also information

about global developments is included.

Report Structure

The global chapter opens the report, including an

overview of global market developments, trends, regional and

country comparisons.

The rest of the report is devoted to Europe. Regional

information is presented first, followed by country chapters.

The countries are presented in the order of descending

online travel sales. Where no comparable sales figures were

available, other related criteria such as total E-Commerce sales,

online shopper and Internet penetration were applied.

In the country sections, the following information is

covered, where available: online travel sales, the share of online

shoppers booking travel services online and the rank of this

category among other E-Commerce product categories, the online

share of total travel sales and the share of travel in total E-

Commerce sales, platforms and channels used by travelers to

book travel services. Not all types of information mentioned are

provided for each country, due to varying data availability.

For the two leading online travel markets in Europe

(Germany and the UK), text charts with a qualitative overview of

the online travel market, trends and players are included.


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UPCOMING RELATED REPORTS

Top 5 Online Travel Markets 2016 October 2016 € 750

Global Online Travel Market 2016 October 2016 € 2,450

Europe B2C E-Commerce Market 2016 February 2016 € 2,950

Western Europe B2C E-Commerce Market 2016 February 2016 € 1,950

Eastern Europe B2C E-Commerce Market 2015 January 2016 € 1,950

CIS B2C E-Commerce Market 2016 January 2016 € 1,950

Europe Online Payment Methods: First Half 2016 August 2016 € 950

Europe Online Payment Methods: Full Year 2015 March 2016 € 1,950

Global B2C E-Commerce Market 2016 June 2016 € 4,950

Trends in Worldwide Internet Retail 2016 July 2016 € 1,450

Top Players in Global B2C E-Commerce Market 2016 July 2016 € 950

MENA B2C E-Commerce Market 2016 June 2016 € 2,950

Africa B2C E-Commerce Market 2016 May 2016 € 1,950

Middle East B2C E-Commerce Market 2016 May 2016 € 1,950

Latin America B2C E-Commerce Market 2016 March 2016 € 1,950

North America B2C E-Commerce Market 2015 November 2015 € 950

Asia-Pacific B2C E-Commerce Market 2015 October 2015 € 3,450

Southeast Asia B2C E-Commerce Market 2015 September 2015 € 1,950

REPORT

PUBLICATION

DATE

PRICE*

Asia-Pacific Online Travel Market 2016

November 2016

€ 750


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