Phocuswright Europe 2022: One thing you must know about each major European travel market

The US analyst signals the start of a new phase of the travel recovery from COVID ahead of this month’s annual conference in Amsterdam

We are beginning to see the end of restrictions in Europe, signalling the start to a new phase of recovery.

According to Phocuswright's latest travel research on the European market, positive signs for a strong future include international tourists slowly returning, coupled with accelerated air ticket sales (but from a low base).

Travel companies will monitor how the slow pace of international business lets suppliers refocus investments into the leisure market and the hope that the war in Ukraine will not halt travel growth in Europe.

As we prepare a program for the European market's most influential travel leaders, here is one major trend from each of the six major markets in the region:

France

With French consumers staying closer to home and largely booking direct with suppliers, recovery in the French OTA segment has been limited. Hotel gross bookings grew 21% to €6.6 billion in 2021.

Germany

Germany's railways will continue to lead all travel supplier markets in mobile distribution. Mobile was expected to account for 56% of rail supplier-direct online gross bookings in 2021, rising to 68% at the end of the five-year forecast period.

Italy

Mobile is becoming a dominant online distribution channel for every travel supplier segment. Mobile share of supplier-direct online gross bookings will climb from a projected 51% in 2021 to 58% in 2025.

Scandinavia

The tide is expected to turn for tour operators in 2022, when gross bookings are forecast to soar 223%.

Spain

The rise of short-haul trips, paired with travellers' desire to communicate directly with suppliers regarding pandemic concerns, have negatively impacted OTAs.

The UK

The resumption of international air travel in 2022 will jumpstart the U.K.'s airline market, and revenue is projected to more than double to £12.4 billion.

Phocuswright Europe 2022 promises insights like these, plus healthy debate, the smartest and most vocal travel executives, highly targeted small group networking and more. Register here.