Skift has become a leading source of travel related news in the past two years. State of Travel Europe 2015 is Skift’s first report for 2015 on regional conditions in the travel industry. This post pulls data from the 109 page report that I find interesting.
Europe has the highest share of international tourist arrivals at 40% of global traffic. Small countries concentrated within Europe and highly developed infrastructure for transportation and tourism makes Europe the top traveler destination globally.
International Tourist Arrivals Market Share
- Europe 41% 588 million
- Asia 30%
- Americas 14%
- Middle East 8%
- Africa 7%
Europe has the most international tourists.
The EU voted to ban mobile device roaming charges beginning December 15, 2015.
Most searched destinations in Europe (Q4 2014)
Most searched destinations for summer 2015 travel
Five of top 10 destinations in Spain with Mallorca (1), Alicante (2), Malaga (4), Barcelona (7), Ibiza 8.
Most of the other destinations were USA with Los Angeles (4), New York (5), San Francisco (9) and Miami (10). Bangkok came in at #5.
OTA hotel bookings are greater share than direct online bookings
48% of travel bookings in Europe are from online travel agencies (OTA). US is second with 43%.
For hotel bookings, OTA bookings outpace the hotel chain’s own website bookings by more than 2-to-1. The majority of hotel bookings at 56% worldwide are not made online through the hotel chain’s website or an OTA. This indicates that half of travelers are not interested in loyalty program points and miles or satisfied with OTA loyalty program benefits for hotels.
Top OTA site in Europe is Skyscanner.net
Skyscanner.net had 57.5 million visitors in May 2014 with 63.6% of visitors from UK. I like Skyscanner.com in addition to Kayak and Google Flights for finding airfare deals.
TripAdvisor country specific sites are the top travel sites for UK, France and Italy with TripAdvisor.co.uk (25 million), TripAdvisor.fr (12.3 million) and TripAdvisor.it (10.4 million). Last Minute.com is another popular OTA with 6.4 million monthly visitors. Airbnb Uk and Airbnb France round out the top travel websites in Europe.
Most Traveled Airports by seats
- London Heathrow LHR 1,744,081
- Paris CDG 1,403,138
- Frankfurt FRA 1,336,073
- Amsterdam AMS 1,103,611
- Madrid MAD 1,014,170
- Munich MUC 838,699
- Rome FCO 832,415
- Barcelona BCN 700,911
- London Gatwick LGW 700,602
- Paris Orly ORY 632,008
RyanAir largest European airline by Seats
RyanAir passenger traffic leads Europe with 1,634,094 with Lufthansa in second at 1,306,073 and easyjet in third with 1,113,720. Air France, British Airways, SAS, KLM, Norwegian Air and Alitalia round out the top airlines.
Low Cost Carrier airlines (LCC) account for 26% of all Europe air travel.
Largest hotel occupancy rates in Europe
- Edinburgh 83% occupancy, ADR € 94.80
- London 82.9% occupancy, ADR € 172.30
- Paris 82% occupancy, ADR € 158.50
- Dublin 79.5% occupancy, ADR € 96.50
- Amsterdam 75.5% occupancy, ADR € 121.20
Top 10 Hotel Groups by Number of Rooms
- Accor Hotels 260,000 rooms
- Best Western 90,000
- IHG 85,000
- Louvre Hotel Group 70,000
- Whitbread 55,000
- Carlson Rezidor Hotel Group 54,000
- Hilton Worldwide 53,000
- Melia Hotels International 50,000
- NH Hoteles 50,000
- Marriott International 45,000
U.S. Travelers choose Europe over other regions
Europe is the leading destination for millennial travelers globally. Among most travelers from the US, millennials and baby boomers choose Europe more frequently than any other global region.
U.S. Travelers Age 50+ Top Destinations
- Europe 36%
- Caribbean/South America 27%
- Asia/Middle East 12%
- Other 14%
- Italy 6%
- UK 6%
- France 5%
- cruise 5%
- Germany 4%
- South Pacific 3%
- Canada 3%
- Mexico 3%
- Jamaica 3%
- Aruba 2%
45% of U.S. travelers age 50+ plan at least one international trip in 2015.
You can download Skift’s State of Travel Europe 2015 110-page report here with lots more data on business travel, cruise travel, airport and hotel data and sharing economy data.