European holiday makers will be spending more on their summer holidays and city breaks in 2016, according to the latest report from Adobe Digital Index (ADI). Summer online travel bookings are set to rise by 6.8% year on year, with a total spend of almost €67million on hotels and flights this June, July and August. And European spend on their holidays is growing faster than the US.

1. EUROPE TRAVEL REPORT
ADOBE DIGITAL INDEX

2. 2ADOBE DIGITAL INDEX | Europe Travel Report
Table of contents
03 Key insights
04 European travel spend to grow 6.8% this year,
totaling nearly €67B
05 European consumers save more on flights within
the EU
06 Booking hotels in advance can also save
consumers money
07 Regardless of price, Europeans prefer popular
country destinations
08 Bargain hunters should look to the Baltic States,
Poland and Ireland
09 Best European Destinations for last
minute travelers
10 Buckingham Palace is the top attraction among
popular European destinations
11 Methodology
12 Glossary

3. • European summer holiday look to spend 6.8% YoY, totaling €67B primarily due to
channel switching.
• Plan to book in the “sweet spot” for hotels and flights (European and Outside Europe).
• While European travelers remain focused on popular destinations within Europe, they
will find better bargains in the Baltic states, Poland and Ireland.
• Taj Mahal and The Statue of Liberty are the top mentioned travel landmarks by
Europeans, but come at a price.
Key insights
3ADOBE DIGITAL INDEX | Europe Travel Report

4. 4
• Summer Online Travel bookings for
flights and hotels are expected to
grow 6.8%, totaling nearly €67B.
• Europe’s spend is growing faster than
US spend (6.8% vs. 5.5%, respectively),
albeit off a smaller base.
European travel spend to grow 6.8% this year,
totaling nearly €67B
ADOBE DIGITAL INDEX | Europe Travel Report

5. 5
• It’s better to book flights earlier,
especially if you’re traveling in
the EU. Overall EU flights offer
better discounts than Outside
Europe, but costs increase more
as the departure date nears.
• Flight costs rise an average of
27% seven days in advance of
departure date for both EU and
Outside Europe flights.
ADOBE DIGITAL INDEX | Europe Travel Report
European consumers save more on flights
within the EU

6. 6
• Hotels should be booked
early to ensure travel plans are
finalized, then revisited as arrival
dates near (pending a hotel
cancellation policy.)
• European consumers can
check hotel prices 30-50 days
before arrival to check for any
price decreases.
ADOBE DIGITAL INDEX | Europe Travel Report
Booking hotels in advance can also save
consumers money

7. 7
• Europeans book popular
destinations 8.3x more often than
cheaper alternatives.
• Consumers will pay an average
premium between 17-24%
depending on the hotel country.
*Cheapest alternative required at least 100k bookings
ADOBE DIGITAL INDEX | Europe Travel Report
Regardless of price, Europeans prefer popular
country destinations

8. 8
• In terms of cheapest air fare,
German travelers get the best
bargain: €71.79 average flight
price to the cheapest destination.
• Those in the UK see the highest
average cost when compared to
other countries, paying an
average of €85.97 to their
cheapest destination.
Bargain hunters should look to the Baltic States,
Poland and Ireland
ADOBE DIGITAL INDEX | Europe Travel Report

9. Best European Destinations for last minute travelers
9
• Considering a last minute getaway?
Italy and Spain have the lowest
premiums for last minute travel
(19% and 23%, respectively.)
• Germany and Norway have the
highest premiums (55% Germany)
and (49% Nordics.)
ADOBE DIGITAL INDEX | Europe Travel Report

10. 10
• The Taj Mahal and Statue of
Liberty, both international
destinations, are popular but
among the most expensive.
• For those looking to visit
popular destinations, Louvre,
Eiffel Tower and Tower Bridge
may be better bargains.
Buckingham Palace is the top attraction among
popular European destinations
ADOBE DIGITAL INDEX | Europe Travel Report

11. Methodology
Based on analysis of aggregated and anonymous data.
• 4+ billion visits to major European (Eastern and Western) hotel sites and travel sites between January 2015-March 2016,
flight origin and destinations in Europe.
• 28M+ million engagements between January 2016-April 2016 (mentions, likes, shares, “official” page likes and followers.)
Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress,
and YouTube. Social engagements is publically available based on an aggregate total.
• Survey: conducted March 30th-April 4th with 5,000 customers overall, 1,000 in each of 5 European countries
(UK, France, Germany, Sweden, and the Netherlands).
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11
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ADOBE DIGITAL INDEX | Europe Travel Report
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12. Glossary
12ADOBE DIGITAL INDEX | Europe Travel Report
• Summer Travel Spend: Online travel bookings for June, July and August.
• Europe Flight: Origin and destination within European countries.
• Outside Europe: Origin within Europe and destination outside of European Countries.
• Hotel Price: Average price of a room per night.
• Flight Price: Average price of a flight to a destination.
• Cost Per KM: Average price of a flight / average distance of the flight.
• Social Mention: A mention on a social site (ie Twitter, Instagram, blogs, forums etc).
• Average Premium: Average price of hotels (cities)/ base hotel city (hotel city with at least
100k bookings in a year).