Quantcast
SkiftX SkiftStats

European Tours and Activities Market Expanding But Vast Majority of It is Offline

@denschaal

Mar 05, 2014 8:30 am

Skift Take

Tours and activities are indeed a huge potential market, but it is highly fragmented and still mostly offline. There is a substantial upside when the market catches up with the mobile revolution.

— Dennis Schaal

Free Report: The Megatrends Defining Travel in 2015

Come Attend the Best Conference in Travel

Gordon Ednie  / Flickr.com

The London Eye, pictured in 2011, provides some of the best views of London. Gordon Ednie / Flickr.com


A new PhoCusWright study on the tours and activities market pegs the overall size of the tours market in Europe at $51 billion, according to Viator, a sponsor of the study.

In 2011, a PhoCusWright study of the U.S. tours and activities market pegged its size at $27 billion, although only a fraction of the highly fragmented market would be addressable by tours and activities companies.

Similarly in Europe, the report, When They Get There (and Why They Go): Activities, Attractions, Events and Tours in Europe, estimates that only 25% of tours and activities transactions in the five largest European countries were processed online in 2012, but that percentage would rise to 30% in 2015.

That provides plenty of upside for tours and activities companies such as Viator and GetYourGuide, although it could be slow-going until travelers get the ability to book these tours using their mobile devices and there is real-time availability when travelers are already positioned at their destinations.

Tags: , , ,

Follow @denschaal

Next Up

More on Skift

What Travel Marketers Need to Know About Facebook’s Second Quarter Earnings
Amazon Travel Doubles Hotel Coverage and Appoints Former Expedia Exec as GM
Skift Manifesto on the Future of Travel in 2020
How Hotels and Airports Cater to the 21st Century Business Traveler