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European Online Travel Report, 3rd Edition
EyeforTravel Ltd, Nov 2009, Pages: 316
The European Online Travel Report: 3rd Edition provides the research and market intelligence necessary to make the right business decisions for travel distribution in the region.
The report includes over 300 pages packed full with exclusive data and in-depth strategic analysis revealing:
- The value of the European travel market plus individual country/region values i.e. how much the consumers of the particular country/region are spending on travel
- The productivity of the different travel sectors i.e. size of airline, hotel, other accomm., car rental, cruise, rail, bus, package & intermediary verticals
-The online vs. offline sales figures i.e. what proportion is purchased over the internet
- The direct vs. indirect distribution patterns i.e. how powerful are OTAs in each market & which channels are preferred by consumers for each product
- Trends from 2002 and forecasts to 2012 for all of the above
- Plus find out what the leading companies are doing and, much more…
Market size definition
In this report the European travel market and specific sector sizes are defined as ‘travel sales’ to people residing in Europe. Correspondingly, for individual markets and regions, the ‘travel market’ is the value of ‘travel sales’ to people residing in these countries or regions and therefore represents the travel expenditure of a particular market. The figures included in this report represent consumer expenditure on domestic travel (travelling within the country of residence) combined with outbound travel (travel to any international destination), thus valuing the total travel spend of particular nations. All figures therefore exclude inbound travel values (foreign expenditure in a particular country).
Online market figures - calculation/methodology
The online market figures are the sum of estimated online sales in the European market, from as many of the largest online marketers as possible. These major marketers are assumed to represent about 90% of the total European online travel market. The remaining 10% is then added, to reach a grand total. The online sales in the European market from the small marketers are assumed to be split in the same way as the identified big marketers. The sources for the big marketers’ online sales are numerous, but are generally published sources such as annual accounts, press releases and website traffic statistics. The estimates have been developed, updated and adjusted one by one over a period of more than 5 years.
However, it must be taken into consideration that, even when examining published data, there is an element of interpretation in reaching an actual estimate of online sales.More sources are continuously included, and figures from previous years may therefore have been adjusted slightly. Please note, where IPK International figures are quoted, these are based on international trips, and include business trips, as reported by survey respondents, whereas our figures are based solely on leisure travel expenditure, and include both national and international travel expenditure.
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