In 2023, Luxembourg leads the EU in the share of individuals purchasing holiday accommodation online at 52%, followed by Denmark at 47% and Norway at 46%. The Netherlands and the United Kingdom both register a 45% share. Over the past two years, these countries have shown consistent growth, with Luxembourg experiencing the most significant year-on-year increase. The average Compound Annual Growth Rate (CAGR) over the last five years indicates steady growth across top-performing nations, highlighting a strong adoption trend in digital accommodation booking.
Future trends to watch include:
- Increasing preference for convenient and quick online booking solutions among younger demographics.
- Technological advancements such as AI-driven recommendations enhancing user experiences.
- The potential impact of regulatory changes on cross-border digital transactions within the EU.
- Rising importance of eco-friendly and sustainable accommodation options influencing online booking behaviors.
Top countries in EU Countries with the Highest Share of Individuals Purchasing Holiday Accommodation Online
| # | 10 Countries | Percent | Last Year | |
|---|---|---|---|---|
| 1 | 1 Luxembourg | 52 | 2016 | |
| 2 | 2 Denmark | 47 | 2016 | |
| 3 | 3 Norway | 46 | 2016 | |
| 4 | 4 Netherlands | 45 | 2016 | |
| 5 | 5 United Kingdom | 45 | 2016 | |
| 6 | 6 Sweden | 37 | 2016 | |
| 7 | 7 Finland | 35 | 2016 | |
| 8 | 8 Ireland | 32 | 2016 | |
| 9 | 9 Germany | 31 | 2016 | |
| 10 | 10 Austria | 27 | 2016 |
