European Travelers: An Overview Of 2006

Over the past few years, more and more European consumers have not only researched travel online, but have also booked it online. Consumers rely heavily on the Internet to obtain information on travel. For leisure travel research, online-based travel suppliers have overtaken more traditional choices like high-street shops. Consumers who research leisure travel online make more bookings on the Internet than in a high-street shop, but offline agencies still serve a need: About one-quarter of European online travel buyers book their leisure travel in a high-street shop. Local differences with regard to products, channels, and preferences still exist across Europe: UK consumers are bargain-hunters, while Spanish consumers value a trusted organization.