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Travel and Tourism in Sweden
Travel and Tourism in Sweden
Travel and Tourism in Sweden
Travel and Tourism in Sweden
Travel and Tourism in Sweden
Travel and Tourism in Sweden
Travel and Tourism in Sweden
Travel and Tourism in Sweden
Travel and Tourism in Sweden
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Travel and Tourism in Sweden

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  1. Travel and Tourism in SwedenReport Details:Published:September 2012No. of Pages:Price: Single User License – US$1900Discover the latest market trends and uncover sources of future market growth for the Travel andTourism industry in Sweden with research from Euromonitors team of in-country analysts.The Travel and Tourism in Sweden market research report includes:•Analysis of key supply-side and demand trends•Detailed segmentation•Historic volumes and values, company and brand market shares•Five year forecasts (of market share, market trends, market growth)•Robust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as:•What is the market size of Travel and Tourism in Sweden?•What are the major brands in Sweden?•What are the major brands in Sweden?Why buy this report?•Gain competitive intelligence about market leaders•Track key industry trends, opportunities and threats•Inform your marketing, brand, strategy and market development, sales and supply functionsEXECUTIVE SUMMARYStrong growth rates in the Swedish economy continue to boost travelIn 2010, the Swedish economy showed unexpectedly strong growth rates which led to a rapidrecovery of both outbound and domestic travel and many categories surpassed pre-recessionlevels. By 2011, however, the growth rates of many travel and tourism categories were moremoderate than in the previous year. Growth of the Swedish economy was also slower in 2011 thanin 2010 and fears of a renewed global economic downturn contributed to a slowdown, especially atthe end of 2011. The onset of a global economic downturn will threaten the forecasts for bothoutbound and inbound travel.Both inbound and outbound cruise trips on the riseCruise travel, which had previously been dominated by pensioners, is now seeing a breakthroughamong other consumer segments, such as families with small children. Cruise travel to theCaribbean dominates during the winter season while the Mediterranean is favoured during thesummer season. Cruise travel is becoming popular among a broader consumer segment thanks tothe development of onboard entertainment programmes designed to appeal to new types of
  2. consumer groups, such as families with small children or young people. While cruise travel isbecoming more popular among Swedes, the number of cruise ship arrivals to Sweden increased,with cruise ship visitors to Sweden being German, British and American tourists.Short shopping trips in demandDuring the last few years of the review period, short shopping trips to major cities becameincreasingly popular among Swedes. The increased popularity can be explained by thestrengthening Swedish currency against the currencies of many important destination countries.City breaks to New York boomed in the last few years of the review period as a result of thedepreciating dollar. Swedes also increasingly split their holiday into several shorter breaksthroughout the year, as it is increasingly difficult for many Swedes to take a traditional long holidayduring the summer. The increased availability of low cost carriers is also contributing to the trendas these companies usually operate between major destinations.Low cost carriersIn 2011, low cost carriers was one of the fastest growing categories. Although the number ofpassengers declined drastically during the recession, the growth in the number of passengersquickly turned around and in 2011 the number of passengers carried by low cost carrierssurpassed pre-recession levels. Low cost carriers are increasingly focusing on business travellersand are launching various services that specifically target business travellers. These operators arenot only taking market share from scheduled traffic, but also increasingly also from charter traffic.Although traditional airliners dominate long haul routes, low cost carriers are increasinglyintroducing long haul destinations.Travel retailers moving onlineCompanies within the travel and tourism industry are increasingly moving their activities onlinewith these activities not only restricted to bookings but also to marketing through various socialmedia sites. Online booking forms an important part of overall bookings, especially among touroperators. However, among travel agents, the importance of online bookings is also on theincrease and many customers start by visiting the online site and then completing the booking in aphysical outlet. As a result of the increased popularity of online bookings, travel retailers are alsoincreasingly concentrating their marketing investments online, especially boosting their presenceon various social media sites and also launching new marketing and customer service conceptsvia their websites.Get your copy of this report @http://www.reportsnreports.com/reports/195957-travel-and-tourism-in-sweden.htmlMajor points covered in Table of Contents of this report includeTable of ContentsTravel and Tourism in Sweden - Industry OverviewEXECUTIVE SUMMARYStrong growth rates in the Swedish economy continue to boost travelBoth inbound and outbound cruise trips on the riseShort shopping trips in demand
  3. Low cost carriersTravel retailers moving onlineKEY TRENDS AND DEVELOPMENTSOpportunities in recoveryNational tourism strategyLegislative environment - VAT on restaurants to be lowered in January 2012Social media is becoming a “must” for companiesCity breaks in demandLow cost carriers continue to take market sharesThe effects of deregulation on rail trafficConcerns over climate change are overshadowed by lack of time and moneyDEMAND FACTORSTable 1 Leave Entitlement: Volume 2006-2011Table 2 Holiday Takers by Age: % Breakdown 2006-2011Table 3 Seasonality of Trips 2006-2011BALANCE OF PAYMENTSTable 4 Balance of Tourism Payments: Value 2006-2011DEFINITIONSTourism FlowsTourism Receipts and ExpenditureTravel AccommodationTransportationCar RentalTravel RetailTourist AttractionsOnline SalesHealth and WellnessSOURCESSummary 1 Research SourcesTravel and Tourism in Sweden - Company ProfilesMalmö Aviation AB in Travel and Tourism (Sweden)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDCOMPETITIVE POSITIONINGSummary 4 Malmö Aviation AB: Competitive Position 2011Parks & Resorts Scandinavia AB in Travel and Tourism (Sweden)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDCOMPETITIVE POSITIONINGSummary 7 Parks & Resorts Scandinavia AB: Outlets
  4. Resia Travel Group AB in Travel and Tourism (Sweden)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDCOMPETITIVE POSITIONINGSummary 10 Resia Travel Group AB: Competitive Position 2011Scandic Hotels AB in Travel and Tourism (Sweden)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDCOMPETITIVE POSITIONINGSummary 13 Scandic Hotels AB: Competitive Position 2011Car Rental in Sweden - Category AnalysisHEADLINESTRENDSIn 2010, the car rental category showed unexpectedly strong growth rates, with sales of car rentaloperators growing by 8%. This high growth can be explained by the increase in domestic travel.The Swedish economy showed exceptionally strong growth rates in 2010 and this stimulated bothdomestic leisure and business travel.COMPETITIVE LANDSCAPEAs a result of the recession car rental operators, which are part of national or international chains,managed to increase their market shares. Independent operators, on the other hand, have hadmore difficulties withstanding the recession, and as a result, the number of independent operatorsdeclined dramatically.PROSPECTSDuring the forecast period the car rental category will continue to register strong growth rates,although these could be threatened by a deteriorating Swedish economy.CATEGORY DATATable 5 Car Rental Sales by Category and Location: Value 2006-2011Table 6 Car Rental Sales: Internet Transaction Value 2006-2011Table 7 Structure of Car Rental Market: 2006-2011Table 8 Car Rental National Brand Owner Market Shares 2007-2011Table 9 Car Rental Brands by Key Performance Indicators 2011Table 10 Forecast Car Rental Sales by Category and Location: Value 2011-2016Table 11 Forecast Car Rental Sales by Category: Internet Transaction Value 2011-2016Health and Wellness Tourism in Sweden - Category AnalysisHEADLINESTRENDSIn 2011 the health and wellness category continued to perform strongly growing by 5% in currentvalue terms. Hotel/resort spas registered the highest growth of 8% in value terms.PROSPECTSOver the forecast period, health and wellness tourism is expected to grow by a CAGR of 4% in
  5. constant value terms, although this level of growth could be threatened by a slowdown in thegrowth rate of the local economy.CATEGORY DATATable 12 Number of Hotel/Resort Spas: Units 2006-2011Table 13 Health and Wellness Tourism Sales by Category: Value 2006-2011Table 14 Spa Consumer Markets: Domestic Tourism 2006-2011Table 15 Spa Consumer Markets: Arrivals 2006-2011Table 16 Forecast Health and Wellness Tourism Sales by Category: Value 2011-2016Tourism Flows Domestic in Sweden - Category AnalysisHEADLINESTRENDSDomestic travel, both business and leisure, continued to grow in 2011. The 3% growth in 2011appears moderate but should be considered in the context of the exceptionally strong growth theyear before. Despite the strong Swedish currency, domestic tourism showed unexpectedly highgrowth figures in 2010, when domestic tourism rose by 15%. Such strong growth is difficult tosustain and the less favourable economic outlook in 2011 also contributed to the reduced rate ofgrowth. By 2010, the number of domestic trips exceeded their pre-recession peak.PROSPECTSOver the forecast period domestic tourism is expected to continue growing, although growth isforecast to be slower than that of outbound tourism. The development of domestic tourism is,however, highly dependent on the development of the Swedish economy. Should a slowdownoccur in the Swedish economy domestic leisure tourism is expected to grow. Historical data on thenumber of trips would indicate that there is still potential to increase domestic tourism further.CATEGORY DATATable 17 Domestic Tourism by Destination: 2006-2011Table 18 Domestic Tourism by Purpose of Visit and by Mode of Transport: 2006-2011Table 19 Domestic Tourist Expenditure: Value: 2006-2011Table 20 Method of Payments for Domestic Tourism Spending: % Breakdown 2006-2011Table 21 Forecast Domestic Tourism by Purpose of Visit and by Mode of Transport: 2011-2016Table 22 Forecast Domestic Tourist Expenditure: Value: 2011-2016Tourism Flows Inbound in Sweden - Category AnalysisHEADLINESTRENDSThe number of arrivals was still recovering from the recession in 2011 with growth rates weakerthan during pre-recession years.COUNTRY OF ORIGINBUSINESS VS LEISURECITY ARRIVALSPROSPECTSIn the forecast period tourism to Sweden is forecast to grow by a CAGR of 4% with emergingeconomies China, Russia and Estonia driving the growth.
  6. CATEGORY DATATable 23 Arrivals by Country of Origin: 2006-2011Table 24 Leisure Arrivals by Type 2006-2011Table 25 Business Arrivals: MICE Penetration 2006-2011Table 26 Arrivals by Mode of Transport: 2006-2011Table 27 Arrivals by Purpose of Visit: 2006-2011Table 28 Incoming Tourist Receipts by Geography: Value 2006-2011Table 29 Incoming Tourist Receipts by Category: Value 2006-2011Table 30 Method of Payments for Incoming Tourist Receipts: % Breakdown 2006-2011Table 31 Forecast Arrivals by Country of Origin: 2011-2016Table 32 Forecast Arrivals by Mode of Transport: 2011-2016Table 33 Forecast Arrivals by Purpose of Visit: 2011-2016Table 34 Forecast Incoming Tourist Receipts by Geography: Value 2011-2016Table 35 International Arrivals by City 2007-2011Tourism Flows Outbound in Sweden - Category AnalysisHEADLINESTRENDSThe Swedish economy continued to show strong growth rates in 2011, which stimulated outboundtravel. As a result of these favourable developments, the Swedish currency remained strongagainst currencies in important destination countries.DESTINATIONSBUSINESS VS LEISUREPROSPECTSIn the forecast period, outbound departures is forecast to grow by a CAGR of 5%. Growth in thenumber of departures may however be threatened by a deteriorating Swedish economy. As aresult of the economic problems in Europe and the US, the favourable growth rates of the Swedisheconomy are under threat.CATEGORY DATATable 36 Departures by Destination: 2006-2011Table 37 Leisure Departures by Type 2006-2011Table 38 Business Departures: MICE Penetration % Breakdown 2006-2011Table 39 Departures by Mode of Transport: 2006-2011Table 40 Departures by Purpose of Visit: 2006-2011Table 41 Outgoing Tourist Expenditure by Geography: Value 2006-2011Table 42 Outgoing Tourist Expenditure by Category: Value 2006-2011Table 43 Method of Payments for Outgoing Tourism Spending: % Breakdown 2006-2011Table 44 Forecast Departures by Destination: 2011-2016Table 45 Forecast Departures by Mode of Transport: 2011-2016Table 46 Forecast Departures by Purpose of Visit: 2011-2016Table 47 Forecast Outgoing Tourist Expenditure by Geography: Value 2011-2016Tourist Attractions in Sweden - Category Analysis
  7. HEADLINESTRENDSTheme/amusement parks was the fastest growing category in tourist attractions in 2011,increasing by 3% in both value and volume terms. Much of this strong rise stemmed from the poorperformance of the category in 2010 when the weather was unfavourable during both the summerand winter seasons. As a result of the recession, theme/amusement parks decreased investmentin new attractions and during 2010 fewer new attractions than usual were introduced. Despite thelower number of visitors, amusement parks managed to increase sales because visitors spentmore in site restaurants. (NB only sales from entrance fees are included in EuromonitorInternational data.)PROSPECTSOver the forecast period, tourist attractions is anticipated to grow by a CAGR of 2% in volumeterms.CATEGORY DATATable 48 Tourist Attractions Sales by Category: Value 2006-2011Table 49 Tourist Attractions Visitors by Category: 2006-2011Table 50 Tourist Attractions Online Sales: Internet Transaction Value 2006-2011Table 51 Leading Tourist Attractions by Visitors 2006-2011Table 52 Forecast Tourist Attractions Sales by Category: Value 2011-2016Table 53 Forecast Tourist Attractions Visitors by Category: 2011-2016Table 54 Forecast Tourist Attractions Online Sales: Internet Transaction Value 2011-2016Transportation in Sweden - Category AnalysisHEADLINESTRENDSGrowth in 2011 was mainly driven by the recovering airline category and low cost carriers, whichshowed unexpectedly high growth rates. Low cost carriers were driven by continued expansion ofnew routes, mostly by Norwegian and Ryanair. The strong growth in low cost carriers disguisessomewhat the 11% growth seen by scheduled airlines, on the back of the improved economicoutlook. Growth by scheduled airlines contributed to over 80% of net value growth in overalltransportation in 2011.AIRLINESCOMPETITIVE LANDSCAPESAS continued to be the leading airline in Sweden. SAS was severely hit by the recession whichstarted in 2008/2009 and was forced to introduce several cost-cutting measures. In 2011,however, SAS achieved unexpectedly strong growth, thanks to the recovering economy andincreased travel among other business travellers. The routes to the US performed favourablyduring 2011 as well as to the Nordic countries.PROSPECTSOver the forecast period, low cost carriers will be the fastest growing category growing by 16% inpassengers carried. Low cost carriers will outperform both scheduled and charter airlines.However scheduled airlines will continue to perform well.
  8. CATEGORY DATATable 55 Transportation Sales by Category: Value 2006-2011Table 56 Transportation Sales: Internet Transaction Value 2006-2011Table 57 Airline Capacity: 2006-2011Table 58 Air by Category: Passengers Carried: 2006-2011Table 59 Airline Passengers Carried by Distance: 2006-2011Table 60 Airline National Brand Owner Market Shares 2007-2011Table 61 Airline Brands by Key Performance Indicators 2011Table 62 Forecast Transportation Sales by Category: Value 2011-2016Table 63 Forecast Transportation Sales: Internet Transaction Value 2011-2016Travel Accommodation in Sweden - Category AnalysisHEADLINESTRENDSChained hotels was the fastest growing category in 2011, growing 13% in value terms. Increasedbusiness travel and inbound travel contributed to the favourable development among hotels.Independent hotels, on the other hand, performed weakly, with the category increasing by 2% invalue terms.HOTELSCOMPETITIVE LANDSCAPEIn terms of hotel outlets, Best Western Hotels was the leading hotel chain in Sweden in 2011. Thechain surpassed Scandic Hotels in 2010 as a result of both new hotel openings and existing hotelsjoining Best Western Hotels. Best Western Hotels consists of privately owned hotels situatedacross Sweden. The hotels cooperate on marketing and have common quality standards. Ashotels by Best Western are privately owned, these establishments have a strong local andpersonal character.PROSPECTSIn the forecast period chained hotels will be the fastest growing category in constant value terms.Independent hotels, on the other hand, will find it increasingly difficult to compete with theirchained counterparts. As a result, independent hotels will be forced to merge or cooperate throughvarious organisations, such as Best Western Hotels.CATEGORY DATATable 64 Travel Accommodation Sales by Category: Value 2006-2011Table 65 Travel Accommodation Outlets by Category: Units 2006-2011Table 66 Travel Accommodation by Broad Category: Number of Rooms 2006-2011Table 67 Regional Hotel Parameters 2011Table 68 Travel Accommodation Sales: Internet Transaction Value 2006-2011Table 69 Hotel National Brand Owners by Market Share 2007-2011Table 70 Hotel Brands by Key Performance Indicators 2011Table 71 Forecast Travel Accommodation Sales by Category: Value 2011-2016Table 72 Forecast Travel Accommodation Outlets by Category: Units 2011-2016Table 73 Forecast Travel Accommodation Sales: Internet Transaction Value 2011-2016
  9. Travel Retail in Sweden - Category AnalysisHEADLINESTRENDSThe travel retail category recovered from the recession and turnover surpassed pre-recessionlevels by 2010, a trend that continued into 2011. The rapid recovery of travel retailers stems fromthe Swedish economy being less affected by the global economic downturn than many otherEuropean countries. The appreciation of the Swedish currency against currencies of manyimportant destination countries also stimulated outbound travel and thus benefitted travel retailersin Sweden.LEISURE TRAVELCORPORATE BUSINESS TRAVELCOMPETITIVE LANDSCAPEThe currency exchange specialist Forex is the largest player in travel retail, purely on its strengthas a currency exchange specialist. The family-owned company has a long history in Swedendating back to 1927 and until 1990 was the only authorised bureaux de change service, apart frombanks. It operates outlets in all key locations, including the main airports, railway stations and citycentres. Since acquiring its main competitor X-change in 2007, Forex has a near monopoly onbureaux de change outlets in Sweden.PROSPECTSSales of travel retail products in the forecast period will be highly dependent on how the Swedisheconomy develops. Expenditure on travel retail is tied to consumer spending confidence andfurther signs of an economic downturn will be quickly reflected in households tightening theirbudgets.CATEGORY DATATable 74 Travel Retail Sales by Category: Value 2006-2011Table 75 Travel Retail Corporate Business Sales: Value 2006-2011Table 76 Travel Retail Leisure Sales: Value 2006-2011Table 77 Travel Retail Online Sales by Category: Internet Transaction Value 2006-2011Table 78 Travel Retail National Brand Owner Market Shares 2007-2011Table 79 Travel Retail Brands by Key Performance Indicators 2011Table 80 Forecast Travel Retail Sales by Category: Value 2011-2016Table 81 Forecast Travel Retail Corporate Business Sales: Value 2011-2016Table 82 Forecast Travel Retail Leisure Sales: Value 2011-2016Table 83 Forecast Travel Retail Online Sales by Category: Internet Transaction Value 2011-2016Contact: sales@reportsandreports.com for more information.

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