Travel is serious business – especially in Europe. Taking a holiday is more important to Europeans than purchasing electronics, making home improvements, or enjoying a night out*, creating the most dynamic travel marketplace on earth. Yet a changing of the guard from traditional, legacy brands to global players and innovative startups has left a lasting impression on the once familiar landscape.



Travel companies that shifted online early – or were digital at birth – have benefited the most. Mobile continues to grow at 10x the rate of the total industry. An impressive 45% of European travelers book all their trips online, and another 44% do so both online and offline*. But each year, there is a new wave of technical hurdles that continues to weed out the old.

Phocuswright Chart: How Europeans Book Their Travel

Getting travelers' attention in this noisy environment can be tricky. European players must navigate cultural and language barriers, persistent legacy brands, innovative startups and cash-rich competitors – all while diversifying into new markets and building unique products without alienating core customers. That's a real challenge when you're also managing cash flow or justifying each move to investors and the like.

From the mystery of Brexit, to the explosion in home and apartment rentals, and the promise of online tours and activities, thought leaders will gather at Phocuswright Europe to explore the big issues in Europe and beyond. We'll debate the evolution of pan-European rail, strategies for regional and global OTAs, and the digital future of various businesses from Google and Facebook to a host of airlines, tour operators and startups. We're even welcoming back one of the Europe's greatest online travel pioneers to help us make sense of the trends and place bets on what's next.


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Phocuswright Europe was created to discuss the thorny issues, celebrate milestones and welcome new ideas unique to the region. See you in Amsterdam!

Kind regards,


Lorraine Sileo
Senior Vice President, Research and Business Operations
Phocuswright Inc.

 

* Phocuswright's European Consumer Travel 2018