Recent data on European online purchases for travel and holiday accommodations indicates the Capital Region of Denmark as the leading area, with around 73.14% of individuals engaging in such transactions. Countries like Norway, the Netherlands, and Sweden also show robust engagement, hovering above 65%. Eastern and Southern regions of Europe, such as Macedonia and Croatia, report the lowest engagement rates, around 4% to 5%.
Over the last year, the highest growth rates are observed in countries like the Czech Republic and Macedonia, showcasing increases of 17.53% and 17.44%, respectively. Denmark and Luxembourg show moderate increases above 1% to 2%, while countries like Serbia, Greece, and Slovakia see significant growth, highlighting a shift towards digital purchases in these areas.
Future trends to watch for include:
- The potential for expanding e-commerce adoption in Central and Southern Europe, given the current low engagement but significant growth rates.
- The increasing influence of digital currencies and payment platforms may shape consumer habits and travel planning in upscale segments.
- The role of sustainable tourism and customized travel experiences as key drivers in Northern and Western European markets.
Top countries in Individuals Purchasing Travel and Holiday Accommodations Online by Country
| # | 10 Countries | Percent of Persons | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Capital Region of Denmark | 73.14 | 2023 | |||
| 2 | 2 Denmark | 68.85 | 2023 | +1.58% | +1.76% | View data |
| 3 | 3 Western Netherlands | 67.12 | 2023 | |||
| 4 | 4 Norway | 66.55 | 2023 | +1.68% | +1.19% | View data |
| 5 | 5 West Sweden | 65.45 | 2023 | |||
| 6 | 6 Netherlands | 65.19 | 2023 | +2.05% | +0.48% | View data |
| 7 | 7 Sweden | 65.14 | 2023 | +1.51% | +2.43% | View data |
| 8 | 8 Stockholm (Sweden) | 65.04 | 2023 | |||
| 9 | 9 Central Denmark Region | 63.8 | 2023 | |||
| 10 | 10 Southern Denmark | 63.18 | 2023 |
