The UK will retain its current position as the largest online travel market in Europe for some time to come despite the recession.
The forecast comes from market research specialist PhoCusWright in a new European Online Travel Overview.
Growth will be driven by increased efforts by the major tour operators to drive customers to book through online channels, as well as by online travel agencies’ continued efforts to grow revenues, the report suggests.
Despite the growth, the relative prominence of the UK online travel market will eventually wane as other European markets narrow the gap and increase online adoption levels.
The annual report provides an in-depth look at the performance of the UK market and offers projections through 2011.
PhoCusWright analysts review each individual travel vertical including air, hotel, car rental, rail, tour operators and online travel agencies (OTAs).
The report also contains an overview of the European travel market.
The UK Online Travel Overview Fifth Edition is a subset of PhoCusWright’s European Online Travel Overview report.
by Phil Davies
