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Brits are most frequent EU users of travel websites, but Germans spend the most
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31 May 2018 (Edited 13 June 2018)

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Source: David|1 June 2018


comScore has released its 2018 EU Travel Report based on desktop and mobile data from Internet users in France, Germany, Italy, Spain and the UK.

Some key findings:

  • Shares and absolute numbers of digital consumers visiting travel websites vary among countries:
    • UK 94% (39M people)
    • Spain 86% (25M)
    • Italy 69% (24M)
    • France 67% (26M)
    • Germany 65% (35M)
  • Average online travel spend per buyer in 2017 varied also:
    • Germany EUR 459, +24% from 2016
    • France EUR 451, +62%
    • UK EUR 408, +7%
    • Spain EUR 402 +15%
    • Italy EUR 352 (flat)
  • Compared with desktop applications, relatively few mobile apps have mass-market appeal for Europeans as yet.
  • On average, Brits spend the most time on travel sites in a month (67 minutes), Italians the least (37 minutes).
  • Consumers in France, Italy and Germany tend to spend much time on national sites of their own country, indicating a greater demand for domestic travel.
  • Share of time spent on travel sites using mobile devices varies among countries, but is significantly less than time spent on desktop in all countries:
    • UK 33% on mobile
    • Spain 20%
    • Italy 19%
    • Germany, France 14%
  • Across countries. Airbnb gets the most traffic.
  • Across countries, Europeans make relatively few travel purchases on mobile devices.
  • Across countries, Europeans spend the most time on ticketing sites.

So, actionable items for those targeting Europe with travel/tourism offerings:

  • Have a solid mobile presence, keep up with advancing technology, but don't neglect desktop.
  • Consumers in the UK and Spain are more easily reached digitally than those in Italy, France or Germany.
  • German and French travelers are the biggest spenders, but do a lot of their traveling domestically - so international per-trip spend may be less.
  • Lodging and local tour businesses need to keep an eye on Airbnb and find creative ways of competing against it.
  • Make it easy for Europeans to book and pay online, using digital wallets and other systems popular in the EU.

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David Boggs    - David
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External Article: https://www.comscore.com/Insights/Presentations-and-Whitepapers/2018/EU-Travel-Report


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