26
© 2018 Phocuswright Inc. All Rights Reserved. There Is No European Online Travel Market
© 2018 Phocuswright Inc. All Rights Reserved.
There Is No European Online Travel Market
© 2018 Phocuswright Inc. All Rights Reserved.
Percent of European Travel Booked Online
Source: Phocuswright Inc.
2017
47%
© 2018 Phocuswright Inc. All Rights Reserved.
Percent of European Travel Booked Online
Source: Phocuswright Inc.
2017
47%2019
50%
© 2018 Phocuswright Inc. All Rights Reserved.Source: Telegraph.co.uk; Photo: Andrew Pledger
© 2018 Phocuswright Inc. All Rights Reserved.
And Online Keeps Soaring
Note: 2017-2021 projected.Source: European Online Travel Overview Thirteenth Edition
80
100
120
140
160
180
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
€B
European Online Travel Market Gross Bookings (€B), 2011-2021
© 2018 Phocuswright Inc. All Rights Reserved.
Can Europe’s travel market truly go all digital?
© 2018 Phocuswright Inc. All Rights Reserved.
Percent of Travel Booked Online, 2017
Source: European Online Travel Overview Thirteenth Edition
U.K.
60%Scandinavia
58%Spain
43%Germany
42%France
43%Italy
37%
© 2018 Phocuswright Inc. All Rights Reserved.
© 2018 Phocuswright Inc. All Rights Reserved.
Key developments that are changing the face of
European travel(every day):
© 2018 Phocuswright Inc. All Rights Reserved.
Growth Rebounds
© 2018 Phocuswright Inc. All Rights Reserved.
220
240
260
280
300
320
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
-1.5%
German elections
Terror attacks
Nice Recovery From 2016
Note: 2017-2021 projected.Source: European Online Travel Overview Thirteenth Edition
€BBrexit worries
Unemployment
Overtourism
European Travel Market Gross Bookings (€B), 2011-2021
© 2018 Phocuswright Inc. All Rights Reserved.
Competition vs. Consolidation
© 2018 Phocuswright Inc. All Rights Reserved.
Europe
64%U.S.
95%
© 2018 Phocuswright Inc. All Rights Reserved.
Hotels Play Catch-Up
© 2018 Phocuswright Inc. All Rights Reserved.
European Online Travel Market
by ChannelSupplier-
Direct
OTA1/3
2/3
Source: European Online Travel Overview Thirteenth Edition
© 2018 Phocuswright Inc. All Rights Reserved.
OTA vs. Hotel Site/App Share
Online Hotel Market,Gross Bookings
Source: Phocuswright Inc.
OTAs
Hotels
2017
OTAs Hotel Websites
© 2018 Phocuswright Inc. All Rights Reserved.
69%
65%
2017
2021
OTAs Hotels
OTA vs. Hotel Site/App Share, Europe Online Hotel Market, Gross Bookings
Source: European Online Travel Overview Thirteenth Edition
© 2018 Phocuswright Inc. All Rights Reserved.
Vacation Rentals Go Rogue
© 2018 Phocuswright Inc. All Rights Reserved.
Lodging: Tons of Inventory
© 2017 Phocuswright Inc. All Rights Reserved.
4M listings
2M listings
1.2M unique places
to stay© 2018 Phocuswright Inc. All Rights Reserved.
© 2018 Phocuswright Inc. All Rights Reserved.
0 20 40 60 80 100 120
TripAdvisor
Expedia
Ctrip
Airbnb
Booking Holdings
Market Capitalization of Largest OnlineTravel Companies (US$B)
Source: Bloomberg
© 2018 Phocuswright Inc. All Rights Reserved.Source: The Guardian, The Straitstimes
© 2018 Phocuswright Inc. All Rights Reserved.
European Hotel Stayers Who Considered a Rental During Last Hotel Booking
Source: Private Accommodation in Europe: 2010-2020
France
72%Germany
76%Italy
85%Spain
81%U.K.
85%
© 2018 Phocuswright Inc. All Rights Reserved.
© 2018 Phocuswright Inc. All Rights Reserved.
What Mobile Revolution?
© 2018 Phocuswright Inc. All Rights Reserved.
Mobile Share of Online Gross Bookings (%), 2015-2021
Note: 2017-2021 projected.Source: European Online Travel Overview Thirteenth Edition
17%
21%
24%26%
29%31%
34%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
-5
5
15
25
35
45
55
65
2015 2016 2017 2018 2019 2020 2021
Mobile Gross BookingsMobile Share of Online Gross Bookings
€B
On the rise… but
© 2018 Phocuswright Inc. All Rights Reserved.
Europe still lags in mobile…
Mobile as a Percentage of Online Bookings, 2017
Source: Phocuswright Inc.
APAC
48%Europe
24%U.S.
21%
