The market for European individuals purchasing travel and holiday accommodations online varies significantly by country, with the Capital Region of Denmark leading at 82.4%, reflecting strong digital integration. Notably, countries like the Czech Republic and Portugal saw impressive growth in online purchasing, with year-on-year increases of 5.87% and 0.82%, respectively. Conversely, Italy experienced a decline of 1.38%. Noteworthy is Hungary's 6.02% rise, showing positive momentum, while Bulgaria faced a decrease of 6.46% in online travel purchases. Serbia witnessed the most substantial increase, jumping by 24.6%, indicating a burgeoning digital market.
Future trends to monitor include the potential for increased digitalization in southern and eastern European markets, which currently lag behind. Additionally, the growing preference for online convenience may prompt further adoption and growth across the region, with emerging markets likely to contribute significantly to overall growth.
Top countries in Individuals Purchasing Travel and Holiday Accommodations Online by Country
| # | 10 Countries | Percent of Persons Who Ordered Goods or Services over the Internet for Private Use within the Last Year | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Capital Region of Denmark | 82.4 | 2023 | |||
| 2 | 2 Martinique (France) | 79.92 | 2023 | |||
| 3 | 3 Stockholm (Sweden) | 78.47 | 2023 | |||
| 4 | 4 Norway | 78.46 | 2023 | +0.72% | -0.24% | View data |
| 5 | 5 Western Netherlands | 78.34 | 2023 | |||
| 6 | 6 Denmark | 78.17 | 2023 | +0.18% | -0.027% | View data |
| 7 | 7 Estonia | 77.57 | 2023 | +2.99% | +4.21% | View data |
| 8 | 8 Sweden | 77.04 | 2023 | +0.73% | +1.1% | View data |
| 9 | 9 West Sweden | 76.95 | 2023 | |||
| 10 | 10 Netherlands | 76.48 | 2023 | +1.12% | +0.27% | View data |
