Internet Travel News - All European Online Travel Buyers Not Created Equal: "They access many of the same travel sites and visit many of the same places, but European online travel buyers differ in the ways they purchase their holiday travel.
According to findings from PhoCusWright's Online Travel Shopping and Buying Behavior: Key European Markets survey, 8 out of 10 U.K. online travelers use the Internet as the main way they purchase travel. But e-commerce barriers and embedded habits make German and French travelers more likely to use offline methods as well...
Online travel buyers in Germany and France are more likely to use a combination of online and offline channels than are U.K. buyers. In Germany, for example, 68% of online travel buyers are not committed to the Internet and use multiple methods for purchasing travel. That compares to only 40% in the U.K. who use multiple methods. Reasons for the disparity include the high volume of airline tickets purchased online via U.K. low-cost carriers, which lifts Internet usage overall...
Other results from PhoCusWright's Online Travel Shopping and Buying Behavior survey:
* On average, European online travel buyers search 4.76 Web sites before purchasing leisure travel. This propensity is significantly higher among German buyers (mean rating: 5.09).
* Nearly half of all online travel buyers in the U.K., Germany and France purchased packaged tours in the past year, and 70% of those travelers purchased them online.
* Online travel buyers purchase holiday travel from airlines more often than from any other travel source. However, this dominant position is slipping as more travelers choose online agencies and tour operator Web sites for longer-stay travel."
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