Save or Share this Report

For eBusiness & Channel Strategy Professionals

Europe's Online Travelers Challenge European Online Travel Success

September 3, 2009

Primary author headshot

Authors

  • By Henry H. Harteveldt
  • with Carrie Johnson,
  • Elizabeth Stark,
  • Kate van Geldern

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

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