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	September 3, 2009 Europe's Online Travelers Challenge European Online Travel Success by Henry H. Harteveldt with Carrie Johnson, Elizabeth Stark, Kate van Geldern

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Executive Summary

In Europe, 73% of travelers are now online, up from 64% in 2007. They, however, feel the brunt of the recession — 38% of European travelers are financially worse off now than they were a year ago. Europe's online leisure travelers use technology but don't love it. So it's no surprise that in spite of a 32% increase in European Bookers, an average Booker buys little more now than he did two years ago. Fortunately, European travelers maintain a balance between price and brand when buying travel, and many remain open to trading up to a better-quality travel product for the right price. To succeed in Europe in 2010, travel eBusiness professionals must understand the five pillars of successful eBusiness and develop country-specific eBusiness plans.

TABLE OF CONTENTS

• European Online Travelers Increase Even Though They Don't Love Technology
• Hurray, Europe Has More Bookers; Uh-Oh, They Don't Buy Much More Online
• European Online Travelers Seek More Than Just Basic Content And Offers

RECOMMENDATIONS

• How To Turn Around Disengaged European Online Travelers

HOW FORRESTER CAN HELP

• Forrester Knows How To Navigate Across European Travel eBusiness
• Supplemental Material
• Related Research Documents

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