'Growth online holiday bookings is leveling off in Europe'

Europeans spend more this year on online booked holidays, but growth is flattening. Adobe Digital Insights expects a plus of 5.3 percent this year compared to 10.8 percent from 2015 to 2016. This is stated in the Online Travel Trends Report. In Europe, the total spending on online bookings of flights and hotels is expected to amount to around EUR 70 billion this year, of which EUR 19 billion will be spent in the summer period

Europeans spend more this year on online booked holidays, but growth is flattening. Adobe Digital Insights expects a plus of 5.3 percent this year compared to 10.8 percent from 2015 to 2016. This is stated in the Online Travel Trends Report.

In Europe, the total spending on online bookings of flights and hotels is expected to amount to around EUR 70 billion this year, of which EUR 19 billion will be spent in the summer period.

Travel trends

According to Adobe, this year there seems to be a lot of interest for cruise holidays. The number of visits to cruise websites has almost doubled in the last three years. In 2017, the number of website visits so far has already risen by about 32 percent compared to the previous year.

Car rental companies do less well. In the first quarter, the number of leased cars decreased by 14 percent compared to a year earlier.

For the best holiday deal, European travelers can book a flight 36 days before the planned holiday. At hotels the best price is obtained 29 days before arrival, as Adobe has calculated.

Social on vacation

Social media remain an important source of inspiration for holidays with an average of 14 million mentions about travel every month. The hashtags #adventure, #travel and #bucketlist are the most popular during the holiday season.

The social media analyzes also show that, in addition to relaxation, ticking off destinations on the bucket list and experiencing cultures remain the main reasons for traveling the world. However, data from Adobe Stock shows that the marketers and designers responsible for creating the 'holiday experience' still mainly search and download classic images of relaxation on beaches and in nature to inspire people to travel.

There is a clear trend that travel organizations are using new technology to win customers. Augmented Reality (AR) and Virtual Reality (VR) are mentioned 13 percent more often in the mentions about holidays compared to a year earlier and the number of mentions about wearables increased by 44 percent.