Market Research Logo

Europe Online Travel Market 2016

Europe Online Travel Market 2016

Online travel sales in Europe increase but other global areas grow faster, says yStats.com report

The European region is expected to tally one quarter of the world’s online travel sales this year and is the third largest online travel market globally, according to the yStats.com report. Nevertheless, Europe’s share of global online travel sales will diminish by several percentage points due to the rapid growth in emerging markets in Asia, Latin America and Africa.

Lodging is one of the more popular categories for online traveler bookers in Europe, per the yStats.com report. Peer-to-peer booking platforms such as Airbnb are challenging the lead of traditional accommodation sites such as Booking.com.

The United Kingdom leads Europe in online travel sales, even though Germany has higher total travel sales. The yStats.com report points out the increasing use of mobile devices to book travel throughout the region, particularly in the UK, France and Italy.


1. Management Summary
2. 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
3. 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
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
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

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report