One-third of German tourism revenues generated online
May 10, 2007 | Online Travel
The rapid growth of internet-based travel bookings continued last year, and looks set to win further market share from offline channels over the next few years, a new study has found.
Nearly one-third of total German tourism revenues were generated via the internet in 2006, the study revealed. Online revenues rose to 12.9 billion in 2006 compared to 9.45 billion the year before. In contrast, offline distribution through travel agencies or direct sales channels such as call centres dropped from 28.1 billion to 27.7 billion, according to the study by research organisation Ulysses Web Tourismus. The total market grew to 40.6 billion from 37.5 billion, it said. Looking ahead, the study predicted online travel sales would grow to 16.2 billion this year and to 19.3 billion in 2008, which would be 42% of a total market worth 45.5 billion.
The major development last year was the rapid growth of online sales for major tour operators, who now generate about 10% of revenues through the internet, the study said. Specialist operators have even stronger online sales, with nearly 15% online, due to their lack of alternatives. The so-called look to book ratio, comparing the number of website hits to actual bookings, was 6.6%, according to the study. The figure was twice as high for transport companies such as airlines and railways. The studys results were based on interviews with 357 tourism managers.
Related Link: FVW
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