EUROPEAN TRAVEL – ONLINE BOOKINGS ON THE UP
Our Blogger: Marcelo
According to the fourth edition of PhoC
usWright’s European Online Travel Overview, the total number of bookings on line in Europe came to 42 per cent in 2008. This is an increase of 19 per cent. And Italy is still the most popular destination on the continent. The mix of history, culture, food and sport attracts hundreds of thousands of tourists every year.
The United States had already reached 56 per cent during 2008 (it is expected that that will exceed 60 per cent in 2009). For the European market, in the near future, the percentage of travel booked online compared with total purchases will exceed its target by 50%.
This research also shows that while Europe is still chasing the United States in terms of online penetration on the market, some are more mature than others. The United Kingdom and Scandinavia are clearly heading the pack. In 2008 the Scandinavians booked more than 40 per cent of their trips on the Internet.
Nowadays online bookings for leisure or business individually represent 29 per cent of 246 billion euros of European tourism at the close of 2008.
The online booking channels continue to gain market share. Carroll Rheem, director of research for PhoCusWright.: “Consumers use the Internet to find the best value for money, operators to minimize the costs of distribution.’’
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