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2015
INTRODUCTION
Welcome to the Europe installment of Skift’s annual State of Travel data deck. Last year we launched
the glob...
ABOUT SKIFT
Skift is the largest industry intelligence and marketing platform in travel, providing news,
information, data...
The State of European Tourism
Travel and Technology: European Mobile in 2015
OTAs and Online Bookings in Europe
European A...
THE
STATE OF
EUROPEAN TOURISM
State of Travel 2015: Europe6
Tourism Fuels European Economic Development and Employment
Source: European Commission/DG En...
State of Travel 2015: Europe7
Market Share of International Tourist Arrivals
2 European Tourism Market Share
41%
30%
14%
8...
State of Travel 2015: Europe8
Tourism Visitor Totals
Projected Avg. Int’l
Tourism Growth
% Growth of European
Tourism Sect...
State of Travel 2015: Europe9
December destinations were dominated by European travelers.
806040200
78%
13%
11%
5%
Europea...
State of Travel 2015: Europe10
The European Tourism Commission notes that most of the top-five destinations are “investing...
State of Travel 2015: Europe11
29.9%
Lithuania
Montenegro
Romania
Iceland
Greece
28%
26%
19.8%
19.7%
30150
6 Greece and Ic...
State of Travel 2015: Europe12
Growth in Context: European Market Share — A Critical Juncture
Europe Asia-Pacific Americas...
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State of Travel 2015: Europe

Welcome to the Europe installment of Skift’s annual State of Travel report, a series focusing on individual major global industry regions. From overarching trends to the ever-increasing impact of mobile and online technology, this is the state of the travel industry in Europe in 2015.

To download the full data deck, visit: http://products.skift.com/trend/free-data-deck-state-of-travel-2015-europe

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State of Travel 2015: Europe

  1. 2015
  2. INTRODUCTION Welcome to the Europe installment of Skift’s annual State of Travel data deck. Last year we launched the global State of Travel data deck, and this year Europe is our first in other major global industry regions to come, including Latin America, Asia, Middle East and others. Evolving from our daily coverage of the global travel industry, fueled by our ongoing series of trend reports, and featuring expert research and insights, what follows is a cross section of key data — in- formation that frames and contextualizes the vibrant, dynamic European travel landscape. From overarching trends to the ever-increasing impact of mobile and online technology — and offer- ing a deep look at what’s happening in every critical travel vertical — this is the state of the travel industry in Europe in 2015. Attention is also given to traveler demographics, to the continued influence of the Chinese outbound traveler on European brands and destinations, and to revenue-relevant sectors such as business travel, the sharing economy, and ways in which start-ups are reacting to shifting brand, passenger, and guest demands. Learn even more about the business of going places by staying in touch with Skift’s in-depth consid- erations of travel news and trends at skift.com. Written & curated by James O’ Brien and Rafat Ali, Skift
  3. ABOUT SKIFT Skift is the largest industry intelligence and marketing platform in travel, providing news, information, data and services to all sectors of the world’s largest industry. Based in New York City, Skift has deep experience in identifying and synthesizing existing and emerging trends, in its daily coverage of the global travel industry, through its Skift Trends Reports and its data insight from SkiftIQ competitive intelligence service. Within a short two years of its existence, Skift has become the lingo in the travel industry, and is now a daily tool by the top strategists, technologists, and marketers in travel. “Simply love you guys. The freshest cogent ideas / POV’s come from your team. Thanks.” Christopher Baer, head of innovation, Marriott. “As a 20 year veteran of technology and travel, Skift has become my must read of the day.” Michael McDowell, head of innovation, Hertz. “Talk about a gap in the market. Not sure where we in the travel industry got our news, insight & analysis from before Rafat created Skift.” Chris Boden, former head of innovation, Lonely Planet.
  4. The State of European Tourism Travel and Technology: European Mobile in 2015 OTAs and Online Bookings in Europe European Airports & Airlines The European Hospitality Sector Cruises: European Industry Expands to Meet Demand Europe's Museums, Attractions, Culture, and Heritage European Demographics: Millennials, Gen X, Boomers, and More The Chinese Traveler in Europe European Business Travel in 2015 The Sharing Economy The European Travel Start-Up 5 13 21 32 48 56 65 73 81 94 99 104 TABLE OF CONTENTS
  5. THE STATE OF EUROPEAN TOURISM
  6. State of Travel 2015: Europe6 Tourism Fuels European Economic Development and Employment Source: European Commission/DG Enterprise and Industry Tourism Policy Unit (2014) % of EU GDP Tourism Sector Only All Related Sectors % of Total Employment Number of Jobs Sustained 9M 22M 25 20 15 10 5 0 10 8 6 4 2 0 4.1% 10% 10 8 6 4 2 0 9% 3.3% 1
  7. State of Travel 2015: Europe7 Market Share of International Tourist Arrivals 2 European Tourism Market Share 41% 30% 14% 8% 7% Europe Asia Pacific Middle East Americas Africa Source: ETC (2014)
  8. State of Travel 2015: Europe8 Tourism Visitor Totals Projected Avg. Int’l Tourism Growth % Growth of European Tourism Sector 2010–2025 2.5 2.0 1.5 1.0 0.5 0 2.4% 2014 4 2 0 4% 3 A Year of Growth in Tourism 4002000 2013 2014 600 566M 588M Overall, inbound European tourism is on a path toward record growth. Source: UNWTO (2014)
  9. State of Travel 2015: Europe9 December destinations were dominated by European travelers. 806040200 78% 13% 11% 5% European Travelers Booking to Europe Latin American Travelers Booking to Europe North American Travelers Booking to Europe Asia-Pacific Travelers Booking to Europe 4 A Year of Growth in Tourism Source: Sojern (2015)
  10. State of Travel 2015: Europe10 The European Tourism Commission notes that most of the top-five destinations are “investing in their tourism potential” or marked by the “recovery of business travel and price convenience”. 5 Iceland and Greece Ahead by Visitor-Volume GrowthIceland and Greece Ahead by Visitor-Volume Growth 24% Czech Republic Romania Serbia Latvia Greece Iceland 23% 15% 12% 11% 11% 2520151050 Source: ETC (2014)
  11. State of Travel 2015: Europe11 29.9% Lithuania Montenegro Romania Iceland Greece 28% 26% 19.8% 19.7% 30150 6 Greece and Iceland Also Lead ETC Destinations by U.S. Visitor-Volume Growth Source: ETC (2014)
  12. State of Travel 2015: Europe12 Growth in Context: European Market Share — A Critical Juncture Europe Asia-Pacific Americas Africa 2010–2030 1995–2010 1980–1995 4.1% 8.8% 3.0% 5.3% 3.4% 5.8% 2.2% 6.1% 2.5% 5.0% 2.6% 5.7% 7 International Tourist Arrivals Throughout the Years (% Avg. Growth) Source: ETC (2014)

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Welcome to the Europe installment of Skift’s annual State of Travel report, a series focusing on individual major global industry regions. From overarching trends to the ever-increasing impact of mobile and online technology, this is the state of the travel industry in Europe in 2015. To download the full data deck, visit: http://products.skift.com/trend/free-data-deck-state-of-travel-2015-europe

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