Performance marketing

Online Tourism: The Recipe for Success

Looking for travel destination at the office.

Year after year, the e-tourism sector confirms its progression and becomes the leading sector of e-commerce in France. On-line agencies, buying journeys, traveler reviews … Find at a glance all the key figures of online tourism.

infographic e-tourism

E-TOURISM: WHAT YOU NEED TO REMEMBER

E-tourism leading e-commerce sector in 2015: With a turnover estimated at 18.3 billion euros, online tourism represents 32% of the overall e-commerce volume in France. In constant progression, e-tourism is expected to reach 20.8 billion euros in 2017. Dominated by the airlines with 44% of the online reservations, the train and hotels also occupy a significant share with respectively 25% and 15% of the sales.

Toward a democratization of the sector: In 2016, 77% of the French consumers who went on vacation prepared their trip online. 49% of them reserved all their trips online. Concerning m-tourism, preparations or reservations are done from a smartphone or a tablet in 39% of the cases.

Booking.com at the top of the OTAs: Booking confirms its position as the leader in the sector of online travel agencies with 44% of the sales on its website. At the top for hotel reservations, Booking accrues two times more sales than its main competitor (eDreams/Odigeo). The progressive uberization for temporary accommodation as can be seen by the million French consumers who have used Airbnb since 2008 is also noteworthy.

Internet users looking for good deals: Social networks also play an important role in reserving trips. Indeed, 20% of the French consumers consult them in order to prepare their trip. As for special offers, they are on the rise: 21% of the travelers choose their destination based on them.

A purchase path of nearly two months: 55.8 days: This is the average delay observed between the first searches and the act of purchasing in order to reserve a vacation for the French Internet user. He or she consults approximately eight websites and spends over two hours on them.

Internet users’ behavior: In search of good deals, the Internet user seeks the best quality/price ratio and compares the offers. Photos play an important role in reserving vacations. Indeed, the Internet user wants to view the places in order to imagine their next holiday.

The future traveler also wants to be well informed. Indeed, they want to know all the information that might be practical and prepare increasingly specific itineraries: they want to know how to go to the place of their stay, the transportation available on the site, the costs…

Sources:

Laura Spitz

The author Laura Spitz

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