Home  › Marketing › Strategies

Europeans Move Travel Planning Online

  |  June 7, 2001   |  Comments

Over the last six months, the number of Europeans visiting travel Web sites has increased by nearly 4 million, according to data from Jupiter MMXI.

Over the last six months, the number of Europeans visiting travel Web sites has increased by nearly 4 million, according to data from Jupiter MMXI.

An analysis of the Jupiter MMXI data from November 2000 to April 2001 found the number of unique visitors to travel sites from home increased by nearly 1 million in the three biggest markets of Britain, France and Germany. In Britain, growth from 3,108,000 to 4,071,000; in France from 1,483,000 to 2,424,000 and in Germany from 2,562,000 to 3,569,00 unique visitors.

Not surprisingly, the data also found clear seasonal trends in surfing behavior on travel sites. For example, in Britain and Germany, the peaks in usage occur in July, January and February. In France, the peaks are seen in July and March. During the peak periods, Web surfers from these countries spent more time during the last six months on travel sites than other popular categories, including retail and news and information sites.

Web sites offering information and tickets, especially for air and rail travel are particularly popular across Europe. For example, in Britain, Easyjet.com, Britishairways.com, Railtrack.co.uk and TheTrainLine.com have all established themselves among the top 10 travel sites. Lastminute.com, Thomascook.co.uk, Expedia.co.uk and Ebookers.com also have strong positions. Lastminute.com is popular among most Europeans being the only site to appear in the top 10 in Britain, France, Germany, Sweden, Italy and Spain.

In Germany, France, Sweden, Italy and Switzerland, the national train operators SNCF.fr, Bahn.de, SJ.se, Trenitalia.it and SBB.ch are the most popular travel destinations.

"With providers of all modes of transport now active online, it is no surprise that European consumers are using the Internet for information about timetables and destinations," said Nick Jones, travel analyst for Jupiter MMXI. "It is also clear that consumers are comfortable purchasing lower price travel products, such as air tickets, online. However, in the more mature Nordic markets, consumers are researching and buying more expensive travel purchases."

According to Jones, European online travel operators must now persuade people to make bigger, more important travel purchases online. He advises package operators to escape from the "brochure mentality" that has dominated some sites.

"Consumers need to feel that they are packaging their own dream vacation," Jones said. "Allowing people to easily gather, compare and share information about the elements of package holidays will be crucial."

Top Travel Sites in the UK, France and Germany
At home users, April 2001
UK France Germany
Rank Site Unique
Visitors

(000)
Rank Site Unique
Visitors

(000)
Rank Site Unique
Visitors

(000)
1. Lastminute.com 4,071 1. SNCF.com 2,424 1. BAHN.de 3,569
2. Easyjet.com 419 2. Degriftour.fr 417 2. Reiseplanung.de 348
3. Expedia.co.uk 412 3. Promovacances.com 258 3. Lufthansa.de 265
4. Britishairways.com 388 4. Airfrance.fr 191 4. Lastminute.de 265
5. eBookers.com 355 5. Nouvelles-Frontieres.fr 165 5. Ltur.de 259
6. Railtrack.co.uk 327 6. Lastminute.com 163 6. Tui.de 243
7. Thomascook.co.uk 307 7. BDV.fr 140 7. Flug.de 216
8. Airmiles.co.uk 271 8. Travelprice.com 109 8. Start.de 196
9. Cheapflights.com 266 9. Accorhotels.com 107 9. Lastminute.com 194
10. Thetrainline.com 254 10. Gites-de-france.fr 106 10. Tiscover.com 163
Source: Jupiter MMXI

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...