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European Online Travel Penetration Varies Greatly by Market
The U.K., France and Germany contributed just over two thirds (67%) of the total European online leisure and unmanaged business market in 2008. The U.K. continues to represent less and less of the total European market as other countries catch up in online adoption. By 2011, the U.K. is expected to represent 26% of the European market, down from 31% in 2008. This drop is driven partly by the pound’s currency devaluation and partly by actual market trends. France’s share is expected to remain flat at 19%. Germany, in contrast, is expected to increase its portion of the online market from 17% in 2008 to 20% in 2011.
In 2008, Scandinavia surpassed the U.K. in online penetration at 45% versus 40%. Now leading Europe in online penetration, Scandinavia is expected to cross the halfway point by 2010, whereas the U.K. will likely take somewhat longer. France ranks third with an online penetration of 30%, and while Germany is gaining ground, it still trails at 24%. Spain and Italy continue to lag behind other countries and are both below the European average of 28%.
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