Published on : Monday, August 28, 2017
eMarketer’s latest forecast has shown that digital travel sales in Western Europe will reach $141.68 billion this year, up 5.7% vs. 2016, Digital sales include but not limited to airline tickets, car rentals, cruises and transportation spending, as well as hotels and other accommodation—including Airbnb.
The overall digital travel spending growth in Western Europe in 2017 has otherwise slowed down from the 7.1% increase seen in 2016, as adoption of digital travel booking matures further.
From a global perspective, only North America’s expected increase of 5.1% will be less robust than Western Europe’s this year, with both regions well below the 11.7% increase anticipated worldwide. Because of the slowdown, Western Europe’s share of global digital travel sales will shrink 1.3 percentage points to 23.1%.
There will be mixed sales growth in the region which includes Spain’s 9.0% increase to Finland’s 2.8% expansion. Interestingly, the two other leading markets of Western Europe—France and Germany will be below the regional average in terms of digital travel sales growth. In France, spending will swell 4.1% to $20.41 billion (€18.45 billion). In Germany, sales will rise 4.2% to $27.44 billion (€24.80 billion).
The evolution of the digital travel spending preferences will come from digitally derived accommodation options like Airbnb and will serve as potential conversions.
Jaimie Chung, forecasting analyst at eMarketer said that Airbnb is growing quickly in Western Europe, albeit from a small base, in large part because of travellers’ increasing independence and desire to live like locals.