European travelers spent more than €38 billion on travel activities in 2013, representing roughly 13% of the region’s travel market. But while digital channels play an increasingly important role among European travelers, according to an upcoming PhoCusWright report, only one quarter of travel activity gross bookings is transacted online.
When They Get There (and Why they Go): Activities, Attractions, Events and Tours in Europe – a European and Global Edition report – is scheduled to publish on March 4, 2014.
Over the past decade, technological and commercial innovations have generated substantial interest in opportunities to drive online distribution and mobile discovery of in-destination events, activities, attractions and tours. Between 2005 and 2012, travel activities startups attracted over US$130 million in capital, and the investment flow continues. However, a substantial majority of activities continue to be booked offline.