Europe Experiencing Skyrocketing Online Booking Rates
Published October 2016
European travelers have historically chosen a mix of online and offline sources to book their travel plans. Through the rapid rise of travel planning on computers, smartphones and tablets, traditional sources continued to play an important role for many years. However, this past year saw a huge shift to booking through a single channel – and online bookings spiked. A new Phocuswright report,European Consumer Travel Report Sixth Edition, provides a detailed view of European traveler behaviors and purchase trends to help travel companies gauge how macroeconomic conditions are impacting the European travel industry.
This is good news for online travel agencies (OTAs). When it comes to shopping for travel products online, consumers have many sources to choose from – and all types of travel websites received a boost this past year. However, OTAs surged in each market, with 50% or more of travelers shopping on OTAs in France, Germany and the U.K.
When it comes time to book, travelers across Europe are also flocking to OTAs to purchase accommodations. The percentage of travelers that booked lodging through OTAs soared this past year in all three markets. Though, when it comes to booking flights, French and British travelers turn to airline websites and apps instead.
“Digital channels – desktops, mobile devices – have become the mainstay of European travel planning,” said Phocuswright’s research analyst, Brandie Wright. “Travel companies must continuously strive to improve the online experience for consumers increasingly on the go.”