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2015
INTRODUCTION
Welcome to the Europe installment of Skift’s annual State of Travel data deck. Last year we launched
the global State of Travel data deck, and this year Europe is our first in other major global industry
regions to come, including Latin America, Asia, Middle East and others.
Evolving from our daily coverage of the global travel industry, fueled by our ongoing series of trend
reports, and featuring expert research and insights, what follows is a cross section of key data — in-
formation that frames and contextualizes the vibrant, dynamic European travel landscape.
From overarching trends to the ever-increasing impact of mobile and online technology — and offer-
ing a deep look at what’s happening in every critical travel vertical — this is the state of the travel
industry in Europe in 2015.
Attention is also given to traveler demographics, to the continued influence of the Chinese outbound
traveler on European brands and destinations, and to revenue-relevant sectors such as business
travel, the sharing economy, and ways in which start-ups are reacting to shifting brand, passenger,
and guest demands.
Learn even more about the business of going places by staying in touch with Skift’s in-depth consid-
erations of travel news and trends at skift.com.
Written & curated by James O’ Brien and Rafat Ali, Skift
ABOUT SKIFT
Skift is the largest industry intelligence and marketing platform in travel, providing news,
information, data and services to all sectors of the world’s largest industry.
Based in New York City, Skift has deep experience in identifying and synthesizing existing and
emerging trends, in its daily coverage of the global travel industry, through its Skift Trends Reports
and its data insight from SkiftIQ competitive intelligence service.
Within a short two years of its existence, Skift has become the lingo in the travel industry, and is
now a daily tool by the top strategists, technologists, and marketers in travel.
“Simply love you guys. The freshest cogent ideas / POV’s come from your team. Thanks.”
Christopher Baer, head of innovation, Marriott.
“As a 20 year veteran of technology and travel, Skift has become my must read of the day.”
Michael McDowell, head of innovation, Hertz.
“Talk about a gap in the market. Not sure where we in the travel industry got our news, insight &
analysis from before Rafat created Skift.”
Chris Boden, former head of innovation, Lonely Planet.
The State of European Tourism
Travel and Technology: European Mobile in 2015
OTAs and Online Bookings in Europe
European Airports & Airlines
The European Hospitality Sector
Cruises: European Industry Expands to Meet Demand
Europe's Museums, Attractions, Culture, and Heritage
European Demographics: Millennials, Gen X, Boomers, and More
The Chinese Traveler in Europe
European Business Travel in 2015
The Sharing Economy
The European Travel Start-Up
5
13
21
32
48
56
65
73
81
94
99
104
TABLE OF CONTENTS
THE
STATE OF
EUROPEAN TOURISM
State of Travel 2015: Europe6
Tourism Fuels European Economic Development and Employment
Source: European Commission/DG Enterprise and Industry Tourism Policy Unit (2014)
% of EU GDP
Tourism Sector Only
All Related Sectors
% of Total Employment Number of Jobs Sustained
9M
22M
25
20
15
10
5
0
10
8
6
4
2
0
4.1%
10%10
8
6
4
2
0
9%
3.3%
1
State of Travel 2015: Europe7
Market Share of International Tourist Arrivals
2 European Tourism Market Share
41%
30%
14%
8%
7%
Europe
Asia Pacific
Middle East
Americas
Africa
Source: ETC (2014)
State of Travel 2015: Europe8
Tourism Visitor Totals
Projected Avg. Int’l Tourism Growth
% Growth of European Tourism Sector
2010–2025
2.5
2.0
1.5
1.0
0.5
0
2.4%
2014
4
2
0
4%
3 A Year of Growth in Tourism
4002000
2013
2014
600
566M
588M
Overall, inbound European tourism is on a path toward record growth.
Source: UNWTO (2014)
State of Travel 2015: Europe9
December destinations were dominated by European travelers.
806040200
78%
13%
11%
5%
European Travelers Booking to Europe
Latin American Travelers Booking to Europe
North American Travelers Booking to Europe
Asia-Pacific Travelers Booking to Europe
4 A Year of Growth in Tourism
Source: Sojern (2015)
State of Travel 2015: Europe10
The European Tourism Commission notes that most of the top-five destinations are “investing in their tourism potential” or marked by the “recovery of business travel and price convenience”.
5 Iceland and Greece Ahead by Visitor-Volume GrowthIceland and Greece Ahead by Visitor-Volume Growth
24%
Czech Republic
Romania
Serbia
Latvia
Greece
Iceland
23%
15%
12%
11%
11%
2520151050
Source: ETC (2014)
State of Travel 2015: Europe11
29.9%
Lithuania
Montenegro
Romania
Iceland
Greece
28%
26%
19.8%
19.7%
30150
6 Greece and Iceland Also Lead ETC Destinations by U.S. Visitor-Volume Growth
Source: ETC (2014)
State of Travel 2015: Europe12
Growth in Context: European Market Share — A Critical Juncture
Europe Asia-Pacific Americas Africa
2010–2030
1995–2010
1980–1995
4.1%
8.8%
3.0%
5.3%
3.4%
5.8%
2.2%
6.1%
2.5%
5.0%
2.6%
5.7%
7 International Tourist Arrivals Throughout the Years (% Avg. Growth)
Source: ETC (2014)
TRAVEL AND TECHNOLOGY:
EUROPEAN MOBILE
IN 2015
State of Travel 2015: Europe14
• Estimated % Global Growth of Mobile Phone Usage (2015): +4.4%
• Estimated Global No. of People with Mobile Internet Access (2017): 3B
• Avg. No. of Web-Enabled Devices per European Leisure Traveler: 3.2
• Estimated % of Mobile Phone Use Penetration (2016):
Western Europe: 70%
Eastern Europe: 64%
• Ratio of European Leisure Travelers Owning Smartphone, Tablet, and Laptop: 4 in 5
8 Projected Growth: Mobile Internet Access and Usage
Source: PWC (2014), OAG (2014), ETC (2014)
State of Travel 2015: Europe15
• Current Roaming Charges (EU):
Calls: €0.24 per minute
Texts: €0.08 per message
Data: €0.45 per megabyte
• Snapshot of Impact: Estimated Annual Cost of Roaming Charges (U.K. Travelers to EU): £112M
9 European Union Bans the Roaming ChargeMembers of the European Parliament voted to ban mobile-device roaming charges starting December 15, 2015.
Source: The Telegraph (2014)
State of Travel 2015: Europe16
Gross Bookings
2011 2.5B N/A
2012 5.7B 6%
2013 9.9B 10%
2014 14.6B 13%
2015 20.4B 17%
2016 27.3B 22%
Online Shares
10 Mobile Gross Bookings and Share on a Steady Climb
Source: PhoCusWright (2015)
State of Travel 2015: Europe17
Destination Selection Phase Travel Shopping Phase Booking Phase
85%
21%
18%
85%
15%
18%
82%
8%
11%
Laptop
Tablet
Smartphone
11 Across Trip-Planning Phases, Europeans Still Turning to Laptops
Source: PhoCusWright: ETTTS (2014)
State of Travel 2015: Europe18
Destination ActivitiesAirline BookingsHotel Bookings
Smartphones
Tablets
59%
Shop Shop ShopBook Book Book
65%
70%
64%
71%
66%
30%26% 26%
40%
35%
30%
80
60
40
20
0
12 Between Tablets and Smartphones, Europeans Prefer Tablets for Travel Planning
Source: Tnooz (2014)
State of Travel 2015: Europe19
Smartphones
Tablets
France Germany United Kingdom
150
120
90
60
30
0
18-24 18-24 18-2425-34 25-34 25-3435-44 35-44 35-4445-54 45-54 45-5455-64 55-64 55-6465+ 65+ 65+
20%
25%46%
59%51%
54%
31% 29%48%
63% 64%
67%
44% 45%
51%
74% 75%
82%
54%43%
55%
83%
86%
90%
42%42%
51%
87%92%
98%
44%42% 42%
92% 96% 97%
13 Snapshots: Millennials Like Smartphones, Gen Xers Choose Tablets
Source: PhoCusWright (2014)
State of Travel 2015: Europe20
25%
20%
15%
10%
5%
0%
Bra
zil
Ger
man
y
Net
herl
ands
Fran
ce
Spai
n
Uni
ted
Kin
gdom
Ital
y
Uni
ted
Stat
es
Aus
tral
ia
Japa
n
14 Europe Major Player in Top 10 Global Share of Mobile Bookings
Source: Skift (2014)
Share of Mobile Bookings by Country (H1 2014)
OTAS AND ONLINE
BOOKINGS IN
EUROPE
State of Travel 2015: Europe22
15 Top 5 Most Searched DestinationsOriginations and Searched Destinations (Q4 2014)
Source: Sojern (2015)
State of Travel 2015: Europe23
34%
25%
0 15105 2520 3530
Short Lead (0-2 Days)
Long Lead (8+ Days)
16 Short-Search Bookings Have European EdgeEuropean Vacation Searches (December 2014)
Source: Sojern (2015)
State of Travel 2015: Europe24
1. Mallorca
2. Alicante
3. Los Angeles
4. Malaga
5. New York City
6. Bangkok
7. Barcelona
8. Ibiza
9. San Francisco
10. Miami
17 Summer 2015: 50% of European Searches Led to Spain
Source: Sojern (2015)
State of Travel 2015: Europe25
Total Gross Bookings
Online Bookings
Percentage of Change
2012
2013
2014
2015
2016
€ 241B
€ 243B
€ 251B
€ 259B
€ 268B
€ 241B
€ 101B
€ 110B
€ 118B
€ 126B
N/A
+<1%
+3%
+3%
+7%
18 Europe’s Online Travel Bookings Nearing ½ of Gross Bookings
Source: PhoCusWright (2015)
State of Travel 2015: Europe26
19 Combined Online Bookings Close to 40% of All Airline Bookings
2012
2013
2014
2015
2016
€ 89.2B
€ 88.7B
€ 92.2B
€ 94.8B
€ 98.1B
20.1%
21%
22.5%
23.8%
25.2%
11.8%
12.1%
12.7%
12.7%
13%
57.3%
55.6%
56.9%
58.3%
60%
Total Gross Bookings
SupplierOnline
OTA Other
Source: PhoCusWright (2015)
State of Travel 2015: Europe27
50%
40%
30%
20%
10%
0%
2011 2012 2013 2014 2015
38
17
40
23
1718
40
20
41
25
19 19
42 42
26
21 21
45
27
43
28
2221
48
30
43
29
232222
20 European OTAs Capture First Place Globally for % of Gross Bookings
Source: PhoCusWright (2014)
Europe Eastern Europe U.S. APAC Middle East Latin America
State of Travel 2015: Europe28
21 OTAs Lead in Online Hotel Bookings Share
2012
2013
2014
2015
2016
€ 79.6B
€ 80.9B
€ 83.2B
€ 85.9B
€ 88.3B
6.3%
7.1%
7.9%
8.8%
9.8%
16.4%
17.8%
19.6%
21.2%
22.7%
56.9%
56%
55.8%
55.9%
65.8%
Total Gross Bookings
SupplierOnline
OTA Other
Source: PhoCusWright (2015)
State of Travel 2015: Europe29
350
300
250
200
150
100
50
0
$83.6B
$44.9B$28.5B
OTA Market (USD) Total Travel Market (USD)
$333.2B
$304.6B$322.6B
Europe
United States
Asia-Pacific
22 Europe’s OTAs Lead in Regional Market Size
Source: PhoCusWright (2014)
State of Travel 2015: Europe30
23 Online Travel Agencies Poised to Capture 1/3 of Mobile Bookings
30%
70%
OTAs
Other Mobile Online
Source: Economist (2014)
State of Travel 2015: Europe31
Gross Bookings Percentage of Growth
2012
2013
2014
2015
2016
€ 35.7B
€ 39.9B
€ 43.9B
€ 47.6B
€ 51.1B
N/A
12%
10%
8%
7%
24 Europe’s OTA Bookings Growth: Slow but Steady (2015–16)
Source: PhoCusWright (2015)
EUROPEAN
AIRPORTS &
AIRLINES
State of Travel 2015: Europe33
25 Leading OTAs in EuropeShowing leading OTAs with highest ranking geographies that are European locations and with Estimated Desktop Visits >5M
57.5M
25M
12.3M
10.4M
6.4M
6.2M
6.2M
5M
5:19
4:59
5:21
5:37
5:34
4:39
9:56
9:57
4.53
3.93
5.67
5.53
6.27
4.36
12.97
12.54
UK 63.63%
UK 79.96%
France 67.43%
Italy 99.78%
UK 46.17%
Spain 69.08%
UK 82.59%
France 83.25%
Estimated Desktop Visits
Time on Site
Page Views per Visit
Leading Country
Skyscanner.net
TripAdvisor.co.uk
TripAdvisor.fr
TripAdvisor.it
Lastminute.com
TripAdvisor.es
Airbnb.co.uk
Airbnb.fr
May
May
March
March
March
March
March
March
Source: Similarweb (2015)
State of Travel 2015: Europe34
% Increase Aircraft Movements (2013–2014)
% Growth of European Airport Passenger Traffic (2014)
+7.3%
+5.4%+4.9%
+1.5%
+5.6%
+2.6%
8
7
6
5
4
3
2
1
0
26 Europe’s Airports are Booming (Especially Non-EU Airports)
Source: ACI (2015)
All Europe
Non-EU
EU
State of Travel 2015: Europe35
Airports: 25M+ Passengers Annually
+10.6%
+7.9% +7.5% +7.4%+6.6%
12
8
4
0 Bar
celo
na
Mos
cow
D
ME
Lond
on
LGW
Mos
cow
SVO
Ista
nbul
IS
T
Airports: 10–25M Passengers Annually
+25.4%
+21.3%
+14.7%
+11.8%+13.3%
30
20
10
0 Lond
on
STN
Lisb
on
Bru
ssel
s
Athe
ns
Ista
nbul
SA
W
Airports: <5M Passengers Annually
+34.8%
+31.3% +30.9%
+24.9%+26.9%
35
25
15
0 Mar
ibor
Mik
onos
Bel
grad
e
Sant
orin
i
Chi
sina
u
Airports: 5–10M Passengers Annually
+11.1%+10.3%
+9.5%+8.7%+8.8%
12
8
4
0 Port
o
Buc
hare
st
OTP
Nap
les
Lanz
arot
e
Bas
el-M
ulho
use-
Frei
burg
27 Moderate- and Large-Size Airports are Leading the Boom
Source: ACI (2015)
State of Travel 2015: Europe36
1,361,105 Istanbul Ataturk Airport
Moscow Sheremetyevo Airport
Moscow Domodedovo Airport
Istanbul Sabiha Gokcen Airport
Athens International Airport
Moscow Vnukovo Airport
Saint Petersburg Pulkovo Airport
Ankara Esenboga Airport
Warsaw Frederic Chopin Airport
Prague Václav Havel Airport
717,896
655,761
523,872
335,934
314,408
303,581
243,302
233,508
215,636
28 Eastern Europe: Top 10 Airports by Seats (Domestic and Int’l)
Source: Airline Leader (2015)
State of Travel 2015: Europe37
1,744,081
1,403,138
1,336,073
1,103,611
1,014,170
838,699
832,415
700,911
700,602
632,008
London Heathrow Airport
Paris Charles de Gaulle Airport
Frankfurt Airport
Amsterdam Schiphol Airport
Madrid Barajas Airport
Munich Airport
Rome Fiumicino Airport
Barcelona El Prat Airport
London Gatwick Airport
Paris Orly Airport
29 Western Europe: Top 10 Airports by Seats (Domestic and Int’l)
Source: Airline Leader (2015)
State of Travel 2015: Europe38
Large airports: >20M seats per annum.
84.4% 84.4% 82.4%79.1%
89%
Mun
ich
MU
C
Am
ster
dam
AM
S
Fran
kfur
t FR
A
Bar
celo
na B
CN
Rom
e Fi
umic
ino
100
80
60
40
20
0
88% 88% 87.9% 87.2%
Cop
enha
gen
Vie
nna
VIE
Hel
sink
i HEL
Osl
o O
SL
Ber
lin T
egal
TX
L
89.8%
Medium airports: 10M–20M seats per annum.
100
80
60
40
20
0
30 Medium and Large Airports are Neck-in-Neck for On-Time Rates
Source: OAG (2015)
On-time defined as within 15 minutes of schedule departure/arrival.
State of Travel 2015: Europe39
100
80
60
40
20
0
94.9%90% 89.7% 89.7% 89.4% 89.1% 88.6% 87.7% 87.1% 87.1%
Luft
hans
a LH
Air
Eur
opa
UX
Easy
Jet U
2
Finn
air A
Y
SAS
SK
KLM
KL
Nor
wei
gian
Air
Shu
ttle
DY
Iber
ia IB
Aus
tria
n A
irlin
es O
S
airB
altic
BT
31 European Airlines: Top 10 On-Time Percentages (2014)
Source: OAG (2015)
State of Travel 2015: Europe40
6
5
4
3
2
1
0
% Annual International Air Passenger Increase (RPK)
+5.3%+5%
+3%
2013 2014 2012
32 In the Air: More Europeans are Flying
Source: ETC (2014)
State of Travel 2015: Europe41
620,139
503,914
329,076
215,141
133,959
107,830
104,013
76,370
62,640
62,640
Turkish Airlines
Aeroflot
Pegasus Airlines
S7 Airlines
Aegean Airlines
UTair Aviation
Transaero Airlines
Ural Airlines
AtlasJet
Onur Air
33 Eastern Europe: Turkish Airlines Leads by Seats
Source: Airline Leader (2015)
State of Travel 2015: Europe42
361,200
363,416
375,840
446,982
513,235
534,513
622,145
786,302
978,216
1,267,434 Ryanair
easyJet
Lufthansa
Air France
SAS
British Airways
Norwegian Air Shuttle
Vueling Airlines
airBerlin
Iberia
34 Western Europe: Ryanair Dominates the Seating Chart
Source: Airline Leader (2015)
State of Travel 2015: Europe43
1,279,173
790,076
435,753
352,296
347,400
270,223
240,088
202,933
194,463
2,568,236
Turkish Airlines
Aeroflot
Pegasus Airlines
Ryanair
Wizz Air
S7 Airlines
Transaero Airlines
Lufthansa
Aegean
Other
35 Turkish Airlines the Eastern Europe Capacity King
Source: Airline Leader (2015)
State of Travel 2015: Europe44
1,634,094
1,306,073
1,113,720
1,035,957
955,450
594,540
589,230
513,462
467,759
9,015,141
Ryanair
Lufthansa
easyJet
Air France
British Airways
SAS
KLM Royal Dutch Airlines
Norwegian Air Shuttle
Alitalia
Other
36 In Western Europe, Ryanair Transports Most To/From/Within
Source: Airline Leader (2015)
State of Travel 2015: Europe45
No. LCC Passenger Trips Annually
250M
173M
117M
Asi
a
Nor
th A
mer
ica
Euro
pe
250M
200M
150M
100M
50M
0
26%
All Europe
% of LCC Market Share
30
25
20
15
10
5
0
37 Sizing Up LCC in Europe
Source: European Parliamentary Research Service (2014)
State of Travel 2015: Europe46
Deutsche Lufthansa AG
15%
85%
21%
79%
8%
92%
I.A.G Air France - KLM
Mainline Seat Share
Low-Cost Seat Share
38 European Airline Groups Get into the LCC Sector
Source: OAG (2015)
State of Travel 2015: Europe47
Emirates-February
2.0
1.5
1.0
2010 2011 2012 2013 2014 2015
Etihad Airways-February
2010 2011 2012 2013 2014 2015
.10
1.0
Qatar Airways-February
2010 2011 2012 2013 2014 2015
3.0
2.5
2.0
1.5
1.0
39 Middle-East Based Carriers Are Expanding European Seat-Capacity Share
Source: OAG (2015)
2.5
2.0
1.5
1.0
THE EUROPEAN
HOSPITALITY
SECTOR
State of Travel 2015: Europe49
Year-Over-Year % Growth (2013-2014) with an Occupancy of +2.1%
ADR
USD +2.8% +5.0%
EUR +3.6% +5.8%
GBP -2.3% -0.2%
RevPAR
40 Post-Recession: European Hotels are Recovering
Source: Hotel News Now/HNN Newswire (2015)
State of Travel 2015: Europe50
+9.7%
Serb
ia
Net
herl
ands
Port
ugal
Latv
ia
Spai
n
+9.8%+9.9%+10%
+12%12
10
8
6
4
2
0
41 Spain Leads Europe in Visitor Nights by Select Destinations (% Growth 2013–14)
Source: ETC (2014)
State of Travel 2015: Europe51
RevPAR Growth Rates by City (2015)
5.2% London
Dublin
Lisbon
Prague
Edinburgh
Moscow
Zurich
Frankfurt
Paris
Rome
Berlin
Barcelona
Milan
Brussels
Vienna
Amsterdam
Geneva
Madrid
0 1 2 3 4 5 6
3.8%
3.4%
3.2%
2.8%
2.8%
2.7%
2.6%
2.4%
2.0%
1.8%
1.7%
1.3%
1.2%
1.2%
1.1%
0.4%
-1.6%
42 Europe’s Hotels: London and Dublin Lead RevPAR Growth Projections (2015)
Source: PWC (2014)
State of Travel 2015: Europe52
Occupancy Rates
83%
82.9%
82%
79.5%
75.5%
73%
73%
72.1%
71.7%
70.1%
69.2%
69.1%
67.4%
67.3%
67.2%
66.6%
65%
62.6%
Edinburgh
London
Paris
Dublin
Amsterdam
Berlin
Zurich
Barcelona
Vienna
Prague
Frankfurt
Moscow
Lisbon
Brussels
Rome
Geneva
Milan
Madrid
0 20 40 60 80 100
43 Edinburgh, London, Paris: Occupancy-Rate Projection Leaders
Source: PWC (2014)
State of Travel 2015: Europe53
0 50 100 150 200 250
ADR 2015
€ 227.6
€ 199.0
€ 172.3
€ 158.5
€ 146.8
€ 133.7
€ 128.5
€ 125.9
€ 121.2
€ 119.7
€ 111.3
€ 96.7
€ 96.5
€ 94.8
€ 91.5
€ 85.2
€ 77.2
€ 70.5
Geneva
Zurich
London
Paris
Rome
Moscow
Milan
Frankfurt
Amsterdam
Barcelona
Brussels
Vienna
Dublin
Edinburgh
Berlin
Lisbon
Madrid
Prague
44 Geneva and Zurich: Top 2 Earners (ADR 2015 Projections)
Source: PWC (2014)
State of Travel 2015: Europe54
Rooms
Accor 260,000
90,000
85,000
70,000
55,000 +6.2%
-3.0%
-1.1%
+1.3%
+1.6%
Best Western
IHG
Louvre Hotel Group
Whitbread
% of Change(2013-2014) Rooms
Carlson RezidorHotel Group
HiltonWorldwide
Melia HotelsInternational
NH Hoteles
MarriottInternational 45,000
50,000
50,000
53,000
54,000
+4.0%
-2.7%
+1.4%
+6.2%
+0.5%
% of Change(2013-2014)
45 Top 10 Hotel Groups in Europe by Number of Rooms
Source: Hospitality On (2014)
State of Travel 2015: Europe55
European Hotel Transactions Volume
€ 14.4B
€ 7.74B
15
12
9
6
3
0
20142013
• European Hotel Transactions Volume increased by 86% from 2013 to 2014.
• Top Three European Markets for Hotel Transactions are U.K., Germany, France.
• Percentage of Total 2014 Transactions Represented: 59%
46 New Investments: Hotel Transactions Reach Post-Recession Record
Source: HVS (2015)
CRUISES:
EUROPEAN INDUSTRY
EXPAND TO MEET DEMAND
State of Travel 2015: Europe57
• No. of Europe-Based Cruise Lines: 43
• No. of Europe-Based Cruise-Line Ships Operating: 125
• No. of non-European Cruise Lines Operating in European Waters: 24
• No. of Europeans Who Are Active Cruise Ship Passengers: 6.4M
• Euros Spent on Cruises in Europe: 4.03B
• % of Global Cruise Spending Enacted in Europe: 25%
47 The Scale and Scope of Europe’s Cruise Industry
Source: ThisisMoney.co.uk (2014)
State of Travel 2015: Europe58
Rest of the world
Canada
Europe
United States
Global Source Markets by Cruise Passengers
10.9
3.20.8
6.4
48 Most European Cruise Passengers Come from U.S.
Source: CLIA (2014)
State of Travel 2015: Europe59
Avg. No of Cruise-Ship Passengers
3,000
400-600
1980s
3000
2000
1000
0
2010s
• Over 30 years the Percentage of Increase was 500%
49 Average No. of Passengers Aboard Ships Up 500%
Source: Reuters (2014)
State of Travel 2015: Europe60
Cruise-ShipsOrders
2014 6
7
10
4 12,989
26,046
18,930
18,196 € 2,836
€ 3,142
€ 4,393
€ 2,337
2015
2016
2017
BerthsRepresented
Investment Represented
(Millions)
50 More Ships, More Berths: European Cruise Fleets Are Expanding
Source: CLIA (2014)
State of Travel 2015: Europe61
€ 4,571
Cruise Industry Direct Spend by Country (Millions)
€ 3,125
€ 3,060
€ 1,226
€ 1,076
€ 606
€ 574
€ 518
€ 357
€ 223
€ 854
0 1000 2000 3000 4000 5000
Italy
United Kingdom
Germany
Spain
France
Norway
Greece
Finland
Netherlands
Denmark
Rest of Europe
51 Italy is at the Front of Cruise-Industry Investment
Source: CLIA (2014)
State of Travel 2015: Europe62
Global Cruise Destinations by Deployment
3.3%
37.3%Caribbean
South AmericaAsia
Alaska
Australia &New Zealand
Northern Europe
Mediterranean18.9%
11.1%
5.9%
4.5%
4.4%
52 European Cruise Destinations in a Global Context
Source: Cruising.org (2014)
State of Travel 2015: Europe63
53 Spain and U.K. Lead Cruise Ports in Revenue Passengers
Top 5 Northern EuropeTotal Revenue Passengers in Thousands
(Embark + Debark + Port Call)
Top 5 MediterraneanTotal Revenue Passengers in Thousands
(Embark + Debark + Port Call)
1646
800
558 552 524
St. P
eter
sbur
g, R
ussi
a
Ham
burg
, Ger
man
y
Lisb
on, S
pain
Cop
enha
gen,
Den
mar
k
Sout
hham
pton
, UK
25992538
1815
13031246
Palm
Maj
orca
, Spa
in
Pira
eus,
Gre
ece
Veni
ce, I
taly
Civ
itave
cchi
a, It
aly
Bar
celo
na, S
pain
Source: CLIA (2014)
State of Travel 2015: Europe64
54 The Rise of the European River Cruise
• No. of New River Vessels Added to Cruise Lines (2012–15): 50+
• No. of New River Vessels Expected in 2015: ~20
• European River-Cruise Ship Additions by Brand and Primary Cruise Locations (2015):
APT: +2 (France and Portugal)
Avalon Waterways: +2 (France)
CroisiEurope: +3 (France)
Scenic Tours: +2 (Germany)
Uniworld: +1 (Germany)
Viking River Cruises: +10 (Germany)
Source: The Independent (2015)
EUROPE'S MUSEUMS,
ATTRACTIONS, CULTURE,
AND HERITAGE
State of Travel 2015: Europe66
55 Globally, European Museums Account for Half of Top 10 (by Visitors)
10
8
6
4
2
0
9.33M
8M
7.45M6.97M
6.7M6.28M
6.03M
5.45M 5.25M5M
Louvre (PAID)Paris
National Museum of Natural History (FREE)Washington D.C.
National Museum of China (FREE)Beijing
National Air and Space Museum (FREE)Washington D.C.
British Museum (FREE)London
The Metropolitan Museum of Art (PAID/SCALE)New York
National Gallery (FREE)London
Vatican Museums (PAID)Vatican
Natural History Museum (FREE)London
American Museum of Natural History (FREE) New York
Source: Themed Entertainment Association (2014)
State of Travel 2015: Europe67
56 London and Paris Dominate Top 10 European Museums (by Visitors)
Change
-4.0%9.33M9.72MLouvre, Paris, France (PAID)
British Museum, London, UK (FREE)
National Gallery, London, UK (FREE)
Vatican Museums, Vatican (PAID)
National History Museum, London, UK (FREE)
Tate Modern, London, UK (FREE)
Centre Pompidou, Paris, France (PAID)
Musee D’Orsay, Paris, France (PAID)
Science Museum (South Kensington), London, UK (FREE)
Victoria & Albert Museum, London, UK (FREE)
5.57M
5.16M
5.06M
4.93M
5.31M
3.8M
3.57M
2.99M
3.23M
6.7M
6.03M
5.45M
5.25M
4.88M
3.74M
3.48M
3.31M
3.29M
+20.2%
+16.8%
+7.8%
+6.4%
-8.2%
-1.4%
-2.7%
+10.9%
+1.8%
20142013
Source: Themed Entertainment Association (2014)
State of Travel 2015: Europe68
57 England and France Lead Top 20 European Theme/Amusement Parks
12
10
8
6
4
2
0
10.43M
4.9M 4.47
M 4.2M
4.15M
3.4M
2.86M 2.7
M 2.5M 2.05
M2.0M 1.8
M1.75
M1.74M
1.62M
1.5M
1.5M
1.46M
1.4M
1.37M
Duinrell/Attraktiepark in Netherlands
Heide Park in Soltau, Germany
Futuroscope in Jaunay-Clan, France
Chessington World of Adventures in Chessington, U.K.
Gronalund in Stockholm, Sweden
Parc Asterix in Plailly, France
Puy Du Fou in Les Epesses, France
Phantasialand in Bruhl, Germany
Legoland Billund in Billund, Denmark
Thorpe Park in Chertsey, England
Legoland Windsor in Windsor, England
Alton Towers in Staffordshire, England
Gardaland in Castelnuovo del Garda, Italy
Liseberg in Gothenburg, Sweden
Portaventura in Salou, Spain
De Efteling in Kaatsheuvel, Netherlands
Tivoli Gardens Copenhagen, Denmark
Walt Disney Studios Park at Disneyland Paris in Marne-La-Vallee, France
Europa Park in Rust, Germany
Disneyland Park at Disneyland Paris in Marne-La-Vallee, France
Source: Themed Entertainment Association (2014)
State of Travel 2015: Europe69
58 Regional Lens: U.K. Attractions% Increase of Visitors to U.K. Attractions (2014): +6.5%
Change (2013-14)
0%
+6%
N/A
N/A+1%
+1%
+6%
+3%
-3%
+18%
8M6M4M2M0
6.69M
6.41M
6.25M
5.78M
5.38M
3.35M
3.18M
3.07M
2.46M
2.41M
British MuseumBritish Museum
The National Gallery
The National Gallery
SouthBank Centre
SouthBank Centre
Tate Modern
Tate Modern
Natural History Museum
Natural History Museum
Science Museum
Science Museum
V&A South Kensington
V&A South Kensington
Somerset House
Somerset House
Tower of London
Tower of London
The Library of Birmingham
The Library of Birmingham
Source: ALVA (2015)
State of Travel 2015: Europe70
59 European Cultural Tourism: The Big Picture
Source: European Commission (2015); International Institute for Gastronomy (2014)
100
80
60
40
20
0
40%
90%
% of European Cultural Tourism in Rural Areas
% of All European Tourism for which Cultural/Heritage Tourism Accounts
State of Travel 2015: Europe71
60 U.S. Visitors to Europe Lean into Culture and Heritage
• Ratio of Post-Trip U.S. Visitors to Europe Who Recommend Food, Cultural Di-
versity, and Historical Heritage: 8 in 10
• Ratio of Post-Trip European Visitors to U.S. Who Recommend Shopping and
Theme Parks: 8 in 10
Source: TCI Research (2014)
State of Travel 2015: Europe72
Asked about in-trip activities, the following percentages of U.K. travelers indicated interests as follows (in connection with sample European countries). 61 Traveler Snapshots: U.K. Visitors in Europe
80
60
40
20
0
71%
71% 67
%
59% 58
%
63%
67%
60%
50%
52%
Car T
rave
l (Re
ntal
)
Fully
Gui
ded
Tour
Trai
n Tr
avel
Big
City
Coun
trysi
de
Day
Trip
s
Plan
ned
Itine
rary
Fam
ous
Attra
ctio
ns
Off
Beat
en T
rack
Food
and
Drin
k
Italy80
60
40
20
0
67% 64
% 63%
40%
65%
67% 66
%
44%
39%
53%
Car T
rave
l (Re
ntal
)
Fully
Gui
ded
Tour
Trai
n Tr
avel
Big
City
Coun
trysi
de
Day
Trip
s
Plan
ned
Itine
rary
Fam
ous
Attra
ctio
ns
Off
Beat
en T
rack
Food
and
Drin
k
Germany
80
60
40
20
0
70% 67
%61%
50% 46
%
73% 71
%
58%
44%
48%
Car T
rave
l (Re
ntal
)
Fully
Gui
ded
Tour
Trai
n Tr
avel
Big
City
Coun
trysi
de
Day
Trip
s
Plan
ned
Itine
rary
Fam
ous
Attra
ctio
ns
Off
Beat
en T
rack
Food
and
Drin
k
Spain
80
60
40
20
0
66%
69%
69%
52%
61%
68%
74%
50%
45%
54%
Car T
rave
l (Re
ntal
)
Fully
Gui
ded
Tour
Trai
n Tr
avel
Big
City
Coun
trysi
de
Day
Trip
s
Plan
ned
Itine
rary
Fam
ous
Attra
ctio
ns
Off
Beat
en T
rack
Food
and
Drin
k
France
80
60
40
20
0
74% 70
%
76%
59%
60%
52%
67%
49%
54% 52
%
Car T
rave
l (Re
ntal
)
Fully
Gui
ded
Tour
Trai
n Tr
avel
Big
City
Coun
trysi
de
Day
Trip
s
Plan
ned
Itine
rary
Fam
ous
Attra
ctio
ns
Off
Beat
en T
rack
Food
and
Drin
k
Poland80
60
40
20
0
77% 74
%
62%
43%
64%
71% 69
%
57%
46%
58%
Car T
rave
l (Re
ntal
)
Fully
Gui
ded
Tour
Trai
n Tr
avel
Big
City
Coun
trysi
de
Day
Trip
s
Plan
ned
Itine
rary
Fam
ous
Attra
ctio
ns
Off
Beat
en T
rack
Food
and
Drin
k
Sweden
Source: Visit Britain (2015)
EUROPEAN DEMOGRAPHICS:
MILLENNIALS, GEN-X, BOOMERS,
AND MORE
State of Travel 2015: Europe74
62 Globally, European Travel Dominates Millennial Destinations
Top 10 Millennial Destinations
20%
8%Indonesia
United StatesGermany
Spain
China
Thailand
FranceUnited Kingdom
Italy
Japan
10%
11%
11%
12%
12%13%
13%
14%
Source: TripAdvisor (2014)
State of Travel 2015: Europe75
63 U.S. Millennial Travelers Leaning Toward Europe
U.S. Travelers Anticipating European Trips (2014-16)
48%50%
MillennialsBaby Boomers
Source: Travel Weekly (2014)
State of Travel 2015: Europe76
64 Gen X: Travel-Market Opportunity for European Destinations
% Gen X PlanningTravel for Pleasure
60%All
65%
54%Mass Market
(<$250K Annual)
Upscale(>$250K Annual)
Source: Travel Agent Central (2014)
State of Travel 2015: Europe77
65 U.S. Baby Boomers/Seniors Aim for Europe
• 97% of travelers ages 50+ are planning to take at least one trip in 2015.
• 45% of travelers ages 50+ are planning to take at least one international trip in 2015.
2015 International Destinations (Ages 50+)
36%
27%
12%14%
6% 6%5% 5%
4%3% 3% 3% 3%
2%
40
35
30
25
20
15
10
5
0
Cruise
Germany
South Pacific
Canada
Mexico
Jamaica
Aruba
Europe
Carbbean/South America
Asia/Middle East
Other
Italy
Great Britain
France
Source: AARP (2015)
State of Travel 2015: Europe78
66 Understanding the European Solo Traveler: Female, Boomer/Senior
• % Increase: Solo Travelers (2011–14, SITA World Tours Stats): 64%
• % of Solo Travelers Who Are Female (A&K Survey): 70%
• % of Female Solo Travelers Ages 55–69 (A&K Survey): 50%+
“Solo travelers gravitate more toward exotics and off-the-beaten-path Europe, because people want to be in a group
environment when going to those types of places.”
— Jennifer Halboth, director of channel marketing for the Globus Family of Brands.
Source: Travel Market Report (2014)
State of Travel 2015: Europe79
67 Europe Leads Top 10 International Destinations for LGBTQ Travel in 2015
Change
1. United States
2. France
3. Australia
4. United Kingdom
5. Canada
6. Germany
7. Italy
8. Spain
9. Greece
10. New Zealand
Rank
1 0
2 0
7 +4
4 0
8 +3
6 0
5 -2
3 -5
N/A N/A
N/A N/A
Source: Hospitality Trends (2014)
2011
2011
2011
2011
2011
2011
2011
2011
2011
2011
State of Travel 2015: Europe80
68 Top 10 European Destinations for LGBTQ Travel in 2015
Change
1. Amsterdam
2. London
3. Paris
4. Berlin
5. Barcelona
6. Rome
7. Madrid
8. Venice
9. Athens
10. Edinburgh
Rank
3 +2
2 0
1 -2
6 +2
4 -1
5 -1
7 0
8 0
N/A N/A
N/A N/A
Source: Hospitality Trends (2014)
2011
2011
2011
2011
2011
2011
2011
2011
2011
2011
THE
CHINESE TRAVELER
IN EUROPE
State of Travel 2015: Europe82
69 Snapshot: The Chinese Traveler
Avg. No. of International Trips in the Past 5 Years
% Outbound Chinese Travelers
• 70% of Chinese travelers visit Europe in groups
• The estimated tourism spend of Chinese travelers by 2016 will be $194B.
5
4
3
2
1
0
3.53
4.67
20142013
65%
15% 20% 45+
25-44
<25
Source: Hotel.com (2014); American Journal of Tourism Management (2014)
State of Travel 2015: Europe83
70 Chinese Travelers Flying Farther, Long-Haul Will Follow
Total Chinese Outbound Travel Spending (USD)
Emerging Europe
Western Europe
29B
3B
2013 2023
8B 8B
30
25
20
15
10
5
0
Source: IHG (2015)
State of Travel 2015: Europe84
71 Europe Dominates Growth in Top-10 Long-Haul Destinations
Absolute Growth (2013-2023)
3.43M United States
1.22M France
909K Germany
541K Russia
474K Switzerland
377K Austria
359K Italy
343K Belgium
322K Netherlands
299K United Kingdom
3.5M2.5M1.5M500K0
Source: IHG (2015)
State of Travel 2015: Europe85
72 Chinese Travelers Adopting Online Bookings
% of Chinese Int’l Travelers Booking HotelAccomodations via Web/Mobile Apps
53%
Source: OAG (2014)
State of Travel 2015: Europe86
73 Chinese Tourists Driving Occupancy at European Hotels
% European Hoteliers Who Say Chinese Guests Account for 6%-10%
of All Business
50
40
30
20
10
0
36%
43%
20142013
% Increase of Chinese Guests at European Hotels
% Increase European Hoteliers Expect Over Next 1-3 Years
100
75
50
25
08%
Source: Chinese International Travel Monitor (2014)
44% 1-10%
11-25%
26-50%
28%
12%
State of Travel 2015: Europe87
74 European Hotels are Still Only Modestly Investing in Chinese Tourists
% European Hotels Globally Investing up to 10K (USD) in Chinese-guest Services (2013-14)
% Hotels Globally Investing up to 10K (USD) in Chinese-guest Services (2013-14)
46% 50%
Source: Chinese International Travel Monitor (2014)
State of Travel 2015: Europe88
75 Chinese Travelers Increasingly Handle their Own Int’l Trip Arrangements
• % Chinese Int’l Travelers Preferring to Make Own Arrangements: 2013: 62% ; 2014: 67%
• % Chinese Int’l Traveler Booking Independently at European Hotels: 65%
Source: Chinese International Travel Monitor (2014)
State of Travel 2015: Europe89
76 Chinese Tourists Choose Western & Central/Eastern Europe (2014–16)
20
15
10
5
0
17%
14%
16.9%
13%
1% 1.3%
13%
16.8%
1.2%
2.3%
1% 1%
2014 (est.) 2015 (est.) 2016 (est.)
Northern Europe
Western Europe
Southern Europe
Central/Eastern Europe
Source: ETC: European Tourism 2014 - Trends and Prospects (Q4/2014)
State of Travel 2015: Europe90
77 The Chinese Traveler in Europe: Top Growth: Arrivals (2013–23)
400
350
300
250
200
150
100
50
0
358350 346 339
210
188
143130
119108 107 104 99
90 84
Pado
va
Trev
iso
Zuric
h Re
gion
Mun
ich
Tyro
l
Ista
nbul
Vien
na
Lond
on
Fran
kfur
t
Luce
rn/L
ake
Luce
rn
Paris
Flor
ence
Rom
e
Mila
n
Veni
ce
— Thousands of Arrivals
Source: IHG (2015)
State of Travel 2015: Europe91
78 Latvia and Greece Top Chinese Visitor Volume Growth (2013–14)
+109.5% +107.2%
+59.7%
+51.2% +49%
Icel
and
Esto
nia
Serb
ia
Gre
ece
Latv
ia
120
100
80
60
40
20
0
Source: ETC (2014)
State of Travel 2015: Europe92
79 Europe on the Wishlist, But Chinese Travelers Often End Up Elsewhere
— Europe accounts for 40% of the Chinese traveler’s wishlist of places to visit.
— However, Europe accounts for 30% of the destinations to which Chinese travelers actually go.
• No. of European Destinations on Chinese Travelers’ Top 10 Wishlist: 4
Destinations Cited: France ; Switzerland ; United Kingdom ; Germany
• No. of European Destinations on Chinese Travelers’ Actually-Visited List: 3
Destinations Visited: France ; United Kingdom ; Italy
Source: Chinese International Travel Monitor (2014)
State of Travel 2015: Europe93
80 Chinese Travelers to Europe Combine Business and Leisure
% Chinese Travelers Abroad % Chinese Guests Combining Business and Leisure
30%
20%
22%
24%
17%
30
25
20
15
10
5
0
2013 2014
APAC
North America
Europe
Source: Chinese International Travel Monitor (2014)
Leisure97%
49%Business/Education
EUROPEAN
BUSINESS TRAVEL
IN 2015
State of Travel 2015: Europe95
81 European Destinations Account for Nearly 1/2 of Top 5 Business Travel Spots
Top 5 Business Traveler Destinations(Business/Leisure Purposes)
25
20
15
10
5
0
25%
15% 15%14% 14%
Uni
ted
Kin
gdom
Japa
n
Ital
y
Fran
ce
Uni
ted
Stat
es
Source: TripAdvisor (2014)
State of Travel 2015: Europe96
82 European Business Travel Spend is Up in 5 Key Markets
60
50
40
30
20
10
2010 2011 2012 2013 2014
$48.06B
$38.69B
$35.65B
$34.3B
$19.94B $19.42B$17.99B $17B $17.05B
$35.32B
$32.57B
$30B$31.68B
$36.49B $35.68B $35B$35.78B
$40.16B $40.63B $41B$42.45B
$49.98B $50.52B
$54B$56.28B
Italy
Spain
France
Germany
United Kingdom
Source: Statista (2014)
State of Travel 2015: Europe97
83 European Business Travel Expected to Grow in 2015
Business Travel Growth (2015)
+10.6%Germany
United Kingdom
France
Spain
Italy
+5.1%
+5.5%
+5.0%
+2.8%
0 2 4 6 8 10 12
Source: GBTA (2014)
State of Travel 2015: Europe98
84 European Companies are Promoting Sustainable Business Travel
% European Travel Manager Citing Sustainable Business Travel as More
Important in 2015 than in 2013
% European Companies Considering Environmental Impact to be Important to Very Important
Chief Reasons European Companies Creating Sustainable Business
Travel Investments
52%
44%
44%
Rail Use
Car Rental
71% 74%Long-Term Cost Savings
Safety & Security
Source: Hospitality Net
THE
SHARING
ECONOMY
State of Travel 2015: Europe100
85 The Sharing Economy Worth Billions in European Sector
Source: Skift (2014)
Estimated Revenue from Share Economy to European Users: $3.5B
Value of Private Travel Accommodation in Europe (by 2017): $15.4B
State of Travel 2015: Europe101
86 Europe’s Travelers Are Staying in Private Accommodations
17%
0 40302010
39%
39%
36%United Kingdom
Germany
France
United States
Source: PhoCusWright (2015)
State of Travel 2015: Europe102
87 European Cities Launch and Support Sharing Platforms (But Some Resist)
— Ex. Amsterdam Sharing City
— Ex. Smart Milano: Milano Sharing City: Consultaziane Pubblica
— The U.K. government recently commissioned an independent sharing economy review with the goal of
making the U.K. Europe’s sharing capital.
— Portugal passed new rental laws favorable to Airbnb and local rivals.
— Some cities — for example, Barcelona — are resisting sharing economy initiatives along regulatory lines.
It fined Airbnb €30,000 for violating Catalonia’s rental rules.
— Germany lifted its ban on Uber in September 2014, but pushback and lawsuits continue.
Source: European Commission (2014); World Economic Forum (2015); New York Times; Bloomberg Business (2015)
State of Travel 2015: Europe103
88 Snapshots: European Car Sharing is Driving Volume
5M
1M
>5M
850K
No. of Paris-based BlaBlaCar members
No. of BlaBlaCar Passengers (Monthly)
No. of Germany-based Carpooling.com members
No. of Monthly Eurostar Train Passengers
Source: Skift (2014)
THE
EUROPEAN TRAVEL
START-UP
State of Travel 2015: Europe105
89 European Travel Startups Account for 26.7% of European Startup Cos.
European Startups
European Travel Startups
1500
1200
900
600
300
0
1488
398
Source: Skift (2014)
State of Travel 2015: Europe106
90 U.K. Travel Startups Equal 1/4 of European Travel Startup Cos.
100
80
60
40
20
0
97
78
40
30
23
18
38
20
30
17
25
8
2117
1210 9 9 9 8 7 6 6 6
4
Uni
ted
King
dom
Net
herla
nds
Lond
on
Amst
erda
m
Russ
ia
Ukr
aine
Mos
cow
Gre
ece
Fran
ce
Switz
erla
ndParis
Irela
nd
Ger
man
y
Turk
ey
Berli
n
Finl
and
Spai
n
Pola
nd
Barc
elon
a
Portu
gal
Italy
Esto
nia
Mila
n
Czec
h Re
publ
ic
Latv
ia
Source: Skift (2014)
State of Travel 2015: Europe107
91 Total Travel Startup Funding (USD, 2014–15)
The Year to Date total of 2014-2015 is 586.14 Million.
200
150
100
50
0
81.16M
52.74M
175.69M 171.71M
104.84M
Q12014
Q22014
Q32014
Q42014
Q12015
Source: CBINSIGHTS (2015)
State of Travel 2015: Europe108
92 Top 10 Well-Funded European Travel Startups
1. Trainline.com: Total Funding Raised (USD): $298.69M ; VC Backed: 0 ; Last Funded: September 2013 ; Exit Date: January 2015 (Acq-Fin - II)
2. BlaBlaCar: Total Funding Raised (USD): $221.7M ; VC Backed: 1 ; Last Funded: July 2014 ; Exit Date: NA
3. Momondo Group: Total Funding Raised (USD): $138M ; VC Backed: 0 ; Last Funded: October 2014 ; Exit Date: NA
4. Hailo: Total Funding Raised (USD): $127.05M ; VC Backed: 1 ; Last Funded: January 2014 ; Exit Date: NA
5. Wimdu: Total Funding Raised (USD): $90M ; VC Backed: 0 ; Last Funded: July 2011 ; Exit Date: NA
6. Sykes Cottages: Total Funding Raised (USD): $82M ; VC Backed: 0 ; Last Funded: January 2015; Exit Date: NA
7. Go Euro: Total Funding Raised (USD): $62M ; VC Backed: 1 ; Last Funded: August 2014 ; Exit Date: NA
8. HouseTrip: Total Funding Raised (USD): $59.7M ; VC Backed: 1 ; Last Funded: October 2012 ; Exit Date: NA
9. Get Your Guide: Total Funding Raised (USD): $57.5M ; VC Backed: 1 ; Last Funded: July 2014 ; Exit Date: NA
10. NETVACATION: Total Funding Raised (USD): $49.8M ; VC Backed: 1 ; Last Funded: November 2014 ; Exit Date: NA
Source: CBINSIGHTS (2015)
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Skift’s new content studio SkiftX helps brands such as Amadeus, American Express, Egencia,
Hilton, Peak Adventure Travel and others create thought leadership in the global travel industry,
through trends reports, research, branded content, social media audits and other content
marketing initiatives, and helps distribute through its industry marketing platform.
Contact us for more details:
Rafat Ali,
Founder & CEO, Skift
212-564-5830
Skift Inc, 115, W 30th Street, #1213, New York NY 10001