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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...