SOT Europe

201 5
INTRODUCTION
Welcome to the Europe installment of Skifts annual State of Travel data deck. Last year we launched
the global State of Travel data deck, and this year Europe is our first in other major global industry
regions to come, including Latin America, Asia, Middle East and others.
Evolving from our daily coverage of the global travel industry, fueled by our ongoing series of trend
reports, and featuring expert research and insights, what follows is a cross section of key data information that frames and contextualizes the vibrant, dynamic European travel landscape.
From overarching trends to the ever-increasing impact of mobile and online technology and offering a deep look at whats happening in every critical travel vertical this is the state of the travel
industry in Europe in 2015.
Attention is also given to traveler demographics, to the continued influence of the Chinese outbound
traveler on European brands and destinations, and to revenue-relevant sectors such as business
travel, the sharing economy, and ways in which start-ups are reacting to shifting brand, passenger,
and guest demands.
Learn even more about the business of going places by staying in touch with Skifts in-depth considerations of travel news and trends at skift.com.
Written & curated by James O Brien and Rafat Ali, Skift
ABOUT SKIFT
Skift is the largest industry intelligence and marketing platform in travel, providing news,
information, data and services to all sectors of the worlds largest industry.
Based in New York City, Skift has deep experience in identifying and synthesizing existing and
emerging trends, in its daily coverage of the global travel industry, through its Skift Trends Reports
and its data insight from SkiftIQ competitive intelligence service.
Within a short two years of its existence, Skift has become the lingo in the travel industry, and is
now a daily tool by the top strategists, technologists, and marketers in travel.
Simply love you guys. The freshest cogent ideas / POVs come from your team. Thanks.
Christopher Baer, head of innovation, Marriott.
As a 20 year veteran of technology and travel, Skift has become my must read of the day.
Michael McDowell, head of innovation, Hertz.
Talk about a gap in the market. Not sure where we in the travel industry got our news, insight &
analysis from before Rafat created Skift.
Chris Boden, former head of innovation, Lonely Planet.
TABLE OF CONTENTS
The State of European Tourism
Travel and Technology: European Mobile in 2015
13
OTAs and Online Bookings in Europe
21
European Airports & Airlines
32
The European Hospitality Sector
48
Cruises: European Industry Expands to Meet Demand
56
Europe's Museums, Attractions, Culture, and Heritage
65
European Demographics: Millennials, Gen X, Boomers, and More
73
The Chinese Traveler in Europe
81
European Business Travel in 2015
94
The Sharing Economy
99
The European Travel Start-Up
104
THE
STATE OF
EUROPEAN TOURISM
Tourism Fuels European Economic Development and Employment
% of EU GDP
10
% of Total Employment
10
10%
Number of Jobs Sustained

25
Tourism Sector Only
9%
8
22M
20
All Related Sectors
15
4.1%
10
9M
3.3%
2
Source: European Commission/DG Enterprise and Industry Tourism Policy Unit (2014)
State of Travel 2015: Europe
European Tourism Market Share
Market Share of International Tourist Arrivals
7%
Africa
8%
Middle East
41%
14%
Europe
Americas
30%
Asia Pacific
Source: ETC (2014)
A Year of Growth in Tourism

Overall, inbound European tourism is on a path toward record growth.
Projected Avg. Intl

Tourism Growth
Tourism Visitor Totals

2.5
% Growth of European
Tourism Sector
4
4%
2.4%
2013
2.0
566M
1.5
2
1.0
2014
588M
0.5
0
0
200
400
Source: UNWTO (2014)
600
0
20102025
2014
A Year of Growth in Tourism

December destinations were dominated by European travelers.
78%
13%
11%
5%
Asia-Pacific Travelers Booking to Europe
Latin American Travelers Booking to Europe
North American Travelers Booking to Europe
20
Source: Sojern (2015)
European Travelers Booking to Europe
40
60
80
Iceland and Greece Ahead by Visitor-Volume Growth

The European Tourism Commission notes that most of the top-five destinations are investing in their tourism potential or marked by the
recovery of business travel and price convenience.
Iceland
24%
Greece
23%
Latvia
15%
Serbia
12%
Romania
11%
Czech Republic
11%
Source: ETC (2014)
10
10
15
20
25
Greece and Iceland Also Lead ETC Destinations by U.S. Visitor-Volume Growth
Greece
29.9%
Iceland
28%
Romania
Montenegro
19.8%
Lithuania
19.7%
15
Source: ETC (2014)
11
26%
30
Growth in Context: European Market Share A Critical Juncture

International Tourist Arrivals Throughout the Years (% Avg. Growth)
5.0%
5.7%
5.8%
20102030
6.1%
19952010
2.5%
19801995
8.8%
2.6%
3.4%
2.2%
5.3%
4.1%
3.0%
Europe
Asia-Pacific
Source: ETC (2014)
12
Americas
Africa
TRAVEL AND TECHNOLOGY:

EUROPEAN MOBILE
IN 2015
Projected Growth: Mobile Internet Access and Usage
Estimated % Global Growth of Mobile Phone Usage (2015): +4.4%

Estimated Global No. of People with Mobile Internet Access (2017): 3B
Avg. No. of Web-Enabled Devices per European Leisure Traveler: 3.2
Estimated % of Mobile Phone Use Penetration (2016):

Western Europe: 70%
Eastern Europe: 64%
Ratio of European Leisure Travelers Owning Smartphone, Tablet, and Laptop: 4 in 5
Source: PWC (2014), OAG (2014), ETC (2014)
14
European Union Bans the Roaming Charge

Members of the European Parliament voted to ban mobile-device roaming charges starting December 15, 2015.
Current Roaming Charges (EU):

Calls: 0.24 per minute
Texts: 0.08 per message
Data: 0.45 per megabyte
Snapshot of Impact: Estimated Annual Cost of Roaming Charges (U.K. Travelers to EU): 112M
Source: The Telegraph (2014)
15
10
Mobile Gross Bookings and Share on a Steady Climb
Gross Bookings
Online Shares
2011
2.5B
N/A
2012
5.7B
6%
2013
9.9B
10%
2014
14.6B
13%
2015
20.4B
17%
2016
27.3B
22%
Source: PhoCusWright (2015)
16
11
Across Trip-Planning Phases, Europeans Still Turning to Laptops
Destination Selection Phase
Travel Shopping Phase
Booking Phase
Laptop
Tablet
11%
18%
21%
Smartphone
85%
Source: PhoCusWright: ETTTS (2014)
17
8%
15%
18%
85%
82%
12
Between Tablets and Smartphones, Europeans Prefer Tablets for Travel Planning
Hotel Bookings
Airline Bookings
Destination Activities
80
71%
66%
65%
64%
60
70%
59%
Smartphones
40
40%
Tablets
35%
30%
30%
26%
26%
20
Shop
Book
Source: Tnooz (2014)
18
Shop
Book
Shop
Book
13
Snapshots: Millennials Like Smartphones, Gen Xers Choose Tablets
France
Germany
United Kingdom
150
98%
96%
83%
92%
87%
97%
92%
75%
74%
67%
42%
63%
44%
42%
42%
64%
42%
59%
31%
20%
54%
51%
Smartphones
55%
43%
54%
44%
60
82%
86%
120
90
90%
51%
51%
45%
Tablets
48%
29%
46%
25%
30
0
18-24 25-34 35-44 45-54 55-64
19
65+
18-24 25-34 35-44 45-54 55-64
65+
18-24 25-34 35-44 45-54 55-64
65+
14
Europe Major Player in Top 10 Global Share of Mobile Bookings
Share of Mobile Bookings by Country (H1 2014)

25%
20%
15%
0%
Source: Skift (2014)
20
Japan
Australia
United States
Italy
United Kingdom
Spain
France
Germany
Brazil
5%
Netherlands
10%
OTAS AND ONLINE

BOOKINGS IN
EUROPE
15
Top 5 Most Searched Destinations

Originations and Searched Destinations (Q4 2014)
22
16
Short-Search Bookings Have European Edge

European Vacation Searches (December 2014)
Short Lead (0-2 Days)
34%
Long Lead (8+ Days)
25%
10
23
15
20
25
30
35
17
Summer 2015: 50% of European Searches Led to Spain
1. Mallorca
2. Alicante
3. Los Angeles
4. Malaga
5. New York City
6. Bangkok
7. Barcelona
8. Ibiza
9. San Francisco
10. Miami
24
18
Europes Online Travel Bookings Nearing of Gross Bookings
Total Gross
Bookings
Online
Bookings
Percentage
of Change
2012
241B
241B
N/A
2013
243B
101B
+<1%
2014
251B
110B
+3%
2015
259B
118B
+3%
2016
268B
126B
+7%
25
19
Combined Online Bookings Close to 40% of All Airline Bookings
Total Gross
Bookings
Supplier
Online
OTA
Other
2012
89.2B
20.1%
11.8%
57.3%
2013
88.7B
21%
12.1%
55.6%
2014
92.2B
22.5%
12.7%
56.9%
2015
94.8B
23.8%
12.7%
58.3%
2016
98.1B
25.2%
13%
60%
26
20
European OTAs Capture First Place Globally for % of Gross Bookings

Europe
Eastern Europe
U.S.
APAC
Middle East
Latin America
50%
48
45
40%
40
42
41
40
43
42
43
38
30%
30
25
23
22
20%
20
17
17
19
18
27
26
21
28
22
21
29
23
21
19
10%
0%
2011
27
2012
2013
2014
2015
22
21
OTAs Lead in Online Hotel Bookings Share
Total Gross
Bookings
Supplier
Online
OTA
Other
2012
79.6B
6.3%
16.4%
56.9%
2013
80.9B
7.1%
17.8%
56%
2014
83.2B
7.9%
19.6%
55.8%
2015
85.9B
8.8%
21.2%
55.9%
2016
88.3B
9.8%
22.7%
65.8%
28
22
Europes OTAs Lead in Regional Market Size
350
Europe
$333.2B
300
$322.6B
$304.6B
United States
250
Asia-Pacific
200
150
100
$83.6B
50
$44.9B
$28.5B
OTA Market (USD)
29
Total Travel Market (USD)
23
Online Travel Agencies Poised to Capture 1/3 of Mobile Bookings
30%
OTAs
70%
Other Mobile
Online
Source: Economist (2014)
30
24
Europes OTA Bookings Growth: Slow but Steady (201516)
Gross Bookings
Percentage of Growth
2012
35.7B
N/A
2013
39.9B
12%
2014
43.9B
10%
2015
47.6B
8%
2016
51.1B
7%
31
EUROPEAN
AIRPORTS &
AIRLINES
25
Leading OTAs in Europe

Showing leading OTAs with highest ranking geographies that are European locations and with Estimated Desktop Visits >5M
Estimated
Desktop Visits
Skyscanner.net
57.5M
TripAdvisor.co.uk
25M
TripAdvisor.fr
12.3M
TripAdvisor.it
10.4M
Lastminute.com
6.4M
TripAdvisor.es
6.2M
Airbnb.co.uk
6.2M
Airbnb.fr
5M
Source: Similarweb (2015)
33
May
May
March
March
March
March
March
March
Time
on Site
Page Views
per Visit
Leading
Country
5:19
4.53
UK 63.63%
4:59
3.93
UK 79.96%
5:21
5.67
France 67.43%
5:37
5.53
Italy 99.78%
5:34
6.27
UK 46.17%
4:39
4.36
Spain 69.08%
9:56
12.97
UK 82.59%
9:57
12.54
France 83.25%
26
Europes Airports are Booming (Especially Non-EU Airports)
+7.3%
All Europe
Non-EU
+5.4%
+5.6%
EU
+4.9%
+2.6%
+1.5%
% Growth of European Airport

Passenger Traffic (2014)
Source: ACI (2015)
34
% Increase Aircraft Movements

(20132014)
27
Moderate- and Large-Size Airports are Leading the Boom
Airports: 25M+ Passengers Annually
Airports: 1025M Passengers Annually

30
12
+10.6%
+25.4%
20
+6.6%
Airports: 510M Passengers Annually
+8.7%
+30.9%
+26.9%
25
+24.9%
Source: ACI (2015)
Maribor
Mikonos
Santorini
Chisinau
15
Porto
+8.8%
Bucharest
OTP
+9.5%
+11.8%
+34.8%
+31.3%
Naples
+10.3%
Lanzarote
Basel-Mulhouse-Freiburg
+11.1%
+13.3%
Airports: <5M Passengers Annually

35
12
Athens
Istanbul
SAW
Barcelona
Moscow
DME
London
LGW
Moscow
SVO
Istanbul
IST
35
+14.7%
10
London
STN
+7.4%
Lisbon
+7.5%
+21.3%
Brussels
+7.9%
Belgrade
28
Eastern Europe: Top 10 Airports by Seats (Domestic and Intl)
1,361,105
Istanbul Ataturk Airport
717,896
Moscow Sheremetyevo Airport
655,761
Moscow Domodedovo Airport
523,872
335,934
314,408
303,581
243,302
233,508
215,636
Istanbul Sabiha Gokcen Airport

Athens International Airport
Moscow Vnukovo Airport
Saint Petersburg Pulkovo Airport
Ankara Esenboga Airport
Warsaw Frederic Chopin Airport
Prague Vclav Havel Airport
Source: Airline Leader (2015)
36
29
Western Europe: Top 10 Airports by Seats (Domestic and Intl)
1,744,081
London Heathrow Airport
1,403,138
Paris Charles de Gaulle Airport
1,336,073
Frankfurt Airport
1,103,611
Amsterdam Schiphol Airport
1,014,170
Madrid Barajas Airport
838,699
Munich Airport
832,415
Rome Fiumicino Airport
700,911
Barcelona El Prat Airport
700,602
London Gatwick Airport
632,008
Paris Orly Airport
37
30
Medium and Large Airports are Neck-in-Neck for On-Time Rates
82.4%
Rome Fiumicino
Barcelona BCN
Frankfurt FRA
40
Amsterdam AMS
40
Munich MUC
87.9%
87.2%
79.1%
60
88%
80
60
20
88%
Berlin Tegal TXL
84.4%
Oslo OSL
84.4%
89.8%
Helsinki HEL
89%
Vienna VIE
80
100
Copenhagen
100
Large airports: >20M seats per annum.
20
Medium airports: 10M20M seats per annum.
On-time defined as within 15 minutes of schedule departure/arrival.
Source: OAG (2015)
38
31
European Airlines: Top 10 On-Time Percentages (2014)
100
90%
89.7%
89.7%
89.4%
89.1%
88.6%
87.7%
87.1%
87.1%
Iberia IB
Norweigian Air Shuttle DY
KLM KL
SAS SK
Finnair AY
EasyJet U2
Air Europa UX
Lufthansa LH
80
Austrian Airlines OS
94.9%
60
20
airBaltic BT
40
Source: OAG (2015)
39
32
In the Air: More Europeans are Flying
% Annual International Air Passenger Increase (RPK)

6
+5.3%
+5%
+3%
3
0
2012
Source: ETC (2014)
40
2013
2014
33
Eastern Europe: Turkish Airlines Leads by Seats
620,139
Turkish Airlines
503,914
Aeroflot
329,076
Pegasus Airlines
215,141
S7 Airlines
133,959
Aegean Airlines
107,830
UTair Aviation
104,013
76,370
Transaero Airlines
Ural Airlines
62,640
AtlasJet
62,640
Onur Air
41
34
Western Europe: Ryanair Dominates the Seating Chart
1,267,434
Ryanair
978,216
easyJet
786,302
Lufthansa
622,145
Air France
534,513
SAS
513,235
British Airways
446,982
Norwegian Air Shuttle
375,840
Vueling Airlines
363,416
airBerlin
361,200
Iberia
42
35
Turkish Airlines the Eastern Europe Capacity King
1,279,173
790,076
435,753
Ryanair
347,400
Wizz Air
240,088
202,933
194,463
Aeroflot
Pegasus Airlines
352,296
270,223
Turkish Airlines
S7 Airlines
Transaero Airlines
Lufthansa
Aegean
2,568,236
43
Other
36
In Western Europe, Ryanair Transports Most To/From/Within
1,634,094
1,306,073
1,113,720
1,035,957
955,450
Ryanair
Lufthansa
easyJet
Air France
British Airways
594,540
SAS
589,230
KLM Royal Dutch Airlines
513,462
467,759
Norwegian Air Shuttle

Alitalia
9,015,141
44
Other
37
Sizing Up LCC in Europe
No. LCC Passenger Trips Annually
% of LCC Market Share

30
250M
250M
25
26%
200M
20
173M
150M
15
117M
100M
Asia
Europe
50M
North America
10
Source: European Parliamentary Research Service (2014)
45
All Europe
38
European Airline Groups Get into the LCC Sector
Deutsche Lufthansa AG
I.A.G
8%
15%
85%
Source: OAG (2015)
46
Air France - KLM
21%
79%
Mainline Seat Share
92%
Low-Cost Seat Share
39
Middle-East Based Carriers Are Expanding European Seat-Capacity Share
Emirates-February
Etihad Airways-February
2.0
.10
Qatar Airways-February
2.5
3.0
2.5
2.0
1.5
2.0
1.5
1.5
1.0
1.0
2010
2011
2012
2013
Source: OAG (2015)
47
2014
1.0
2015
1.0
2010
2011
2012
2013
2014
2015
2010
2011
2012
2013
2014
2015
THE EUROPEAN
HOSPITALITY
SECTOR
40
Post-Recession: European Hotels are Recovering
Year-Over-Year % Growth (2013-2014)

with an Occupancy of +2.1%
ADR
RevPAR
USD
+2.8%
+5.0%
EUR
+3.6%
+5.8%
GBP
-2.3%
-0.2%
Source: Hotel News Now/HNN Newswire (2015)
49
41
Spain Leads Europe in Visitor Nights by Select Destinations (% Growth 201314)
12
+12%
+10%
+9.9%
+9.8%
+9.7%
Latvia
Portugal
Netherlands
Serbia
10
Spain
Source: ETC (2014)
50
42
Europes Hotels: London and Dublin Lead RevPAR Growth Projections (2015)
RevPAR Growth Rates by City (2015)

5.2%
3.8%
London
Dublin
3.4% Lisbon
3.2% Prague
2.8% Edinburgh
2.8% Moscow
2.7% Zurich
2.6% Frankfurt
2.4% Paris
2.0% Rome
1.8% Berlin
1.7% Barcelona
1.3% Milan
1.2% Brussels
1.2% Vienna
1.1% Amsterdam
0.4%
-1.6%
Geneva
Madrid
0
Source: PWC (2014)
51
43
Edinburgh, London, Paris: Occupancy-Rate Projection Leaders

Occupancy Rates
83%
Edinburgh
82.9%
London
82%
79.5%
75.5%
Berlin
73%
Zurich
72.1%
Barcelona
71.7%
Vienna
69.1%
Moscow
67.4%
Lisbon
67.3%
Brussels
67.2%
Rome
62.6%
20
Source: PWC (2014)
52
40
Prague
Frankfurt
65%
0
Amsterdam
69.2%
66.6%
60
Dublin
73%
70.1%
Paris
Geneva
Milan
Madrid
80
100
44
Geneva and Zurich: Top 2 Earners (ADR 2015 Projections)

ADR 2015
227.6
199.0
172.3
158.5
146.8
133.7
128.5
125.9
Barcelona
96.5
Dublin
94.8
91.5
85.2
77.2
70.5
0
50
Source: PWC (2014)
53
Paris
Rome
Frankfurt
119.7
Vienna
London
Milan
Amsterdam
96.7
Zurich
Moscow
121.2
111.3
Geneva
Brussels
Edinburgh
Berlin
Lisbon
Madrid
Prague
100
150
200
250
45
Top 10 Hotel Groups in Europe by Number of Rooms
Rooms
% of Change
(2013-2014)
Rooms
% of Change
(2013-2014)
Accor
260,000
+1.6%
Carlson Rezidor
Hotel Group
54,000
+0.5%
Best Western
90,000
+1.3%
Hilton
Worldwide
53,000
+6.2%
IHG
85,000
-1.1%
Melia Hotels
International
50,000
+1.4%
Louvre Hotel
Group
70,000
-3.0%
NH Hoteles
50,000
-2.7%
Whitbread
55,000
+6.2%
Marriott
International
45,000
+4.0%
Source: Hospitality On (2014)
54
46
New Investments: Hotel Transactions Reach Post-Recession Record
European Hotel Transactions Volume

15
European Hotel Transactions Volume

increased by 86% from 2013 to 2014.
Top Three European Markets for Hotel

Transactions are U.K., Germany, France.
Percentage of Total 2014 Transactions

Represented: 59%
14.4B
12
7.74B
6
0
2013
Source: HVS (2015)
55
2014
CRUISES:
EUROPEAN INDUSTRY
EXPAND TO MEET DEMAND
47
The Scale and Scope of Europes Cruise Industry
No. of Europe-Based Cruise Lines: 43
No. of Europe-Based Cruise-Line Ships Operating: 125
No. of non-European Cruise Lines Operating in European Waters: 24
No. of Europeans Who Are Active Cruise Ship Passengers: 6.4M
Euros Spent on Cruises in Europe: 4.03B
% of Global Cruise Spending Enacted in Europe: 25%
Source: ThisisMoney.co.uk (2014)
57
48
Most European Cruise Passengers Come from U.S.
Global Source Markets by Cruise Passengers
0.8
3.2
Rest of the world
Canada
10.9
6.4
Source: CLIA (2014)
58
Europe
United States
49
Average No. of Passengers Aboard Ships Up 500%
Avg. No of Cruise-Ship Passengers

3000
3,000

2000
1000
400-600
0
1980s
Source: Reuters (2014)
59
2010s
Over 30 years the Percentage of Increase was 500%
50
More Ships, More Berths: European Cruise Fleets Are Expanding
Berths
Represented
2014
18,196
2,836
2015
18,930
3,142
2016
10
26,046
4,393
2017
12,989
2,337
Source: CLIA (2014)
60
Investment
Represented
(Millions)
Cruise-Ships
Orders
51
Italy is at the Front of Cruise-Industry Investment

Cruise Industry Direct Spend by Country (Millions)
4,571
3,125
3,060
1,226
1,076
606
574
518
357
223
United Kingdom
Germany
Spain
France
Norway
Greece
Finland
Netherlands
Denmark
854
0
Rest of Europe
1000
Source: CLIA (2014)
61
Italy
2000
3000
4000
5000
52
European Cruise Destinations in a Global Context

Global Cruise Destinations by Deployment
3.3%
4.4%
Asia
South America
4.5%
Alaska
37.3%
Caribbean
5.9%
Australia &
New Zealand
11.1%
Northern
Europe
18.9%
Mediterranean
Source: Cruising.org (2014)
62
53
Spain and U.K. Lead Cruise Ports in Revenue Passengers
Top 5 Northern Europe
1646
2599
2538
Top 5 Mediterranean
Total Revenue Passengers in Thousands

(Embark + Debark + Port Call)
Total Revenue Passengers in Thousands

(Embark + Debark + Port Call)
1815
1303
Palm Majorca, Spain
Piraeus, Greece
Venice, Italy
Civitavecchia, Italy
Hamburg, Germany
Source: CLIA (2014)
63
1246
524
Barcelona, Spain
552
St. Petersburg, Russia
558
Lisbon, Spain
Copenhagen, Denmark
Southhampton, UK
800
54
The Rise of the European River Cruise
No. of New River Vessels Added to Cruise Lines (201215): 50+
No. of New River Vessels Expected in 2015: ~20
European River-Cruise Ship Additions by Brand and Primary Cruise Locations (2015):
APT: +2 (France and Portugal)
Avalon Waterways: +2 (France)
CroisiEurope: +3 (France)
Scenic Tours: +2 (Germany)
Uniworld: +1 (Germany)
Viking River Cruises: +10 (Germany)
Source: The Independent (2015)
64
EUROPE'S MUSEUMS,
ATTRACTIONS, CULTURE,
AND HERITAGE
55
Globally, European Museums Account for Half of Top 10 (by Visitors)

Louvre (PAID)
Paris
10
National Museum of Natural History (FREE)
Washington D.C.
9.33M
8
National Museum of China (FREE)

Beijing
8M
7.45M
6.97M
National Air and Space Museum (FREE)

Washington D.C.
6.7M
6.28M
British Museum (FREE)

London
6.03M
5.45M
5.25M
5M
The Metropolitan Museum of Art (PAID/SCALE)

New York
4
National Gallery (FREE)
London
Vatican Museums (PAID)
Vatican
Natural History Museum (FREE)

London
American Museum of Natural History (FREE)
New York
Source: Themed Entertainment Association (2014)
66
56
London and Paris Dominate Top 10 European Museums (by Visitors)

2013
2014
Change
Louvre, Paris, France (PAID)
9.72M
9.33M
-4.0%
British Museum, London, UK (FREE)
5.57M
6.7M
+20.2%
National Gallery, London, UK (FREE)
5.16M
6.03M
+16.8%
Vatican Museums, Vatican (PAID)
5.06M
5.45M
+7.8%
National History Museum, London, UK (FREE)
4.93M
5.25M
+6.4%
Tate Modern, London, UK (FREE)
5.31M
4.88M
-8.2%
Centre Pompidou, Paris, France (PAID)
3.8M
3.74M
-1.4%
Musee DOrsay, Paris, France (PAID)
3.57M
3.48M
-2.7%
Science Museum (South Kensington), London, UK (FREE)
2.99M
3.31M
+10.9%
Victoria & Albert Museum, London, UK (FREE)
3.23M
3.29M
+1.8%
67
57
12
England and France Lead Top 20 European Theme/Amusement Parks
10.43
M
Disneyland Park at Disneyland Paris in Marne-La-Vallee, France

Europa Park in Rust, Germany
Walt Disney Studios Park at Disneyland Paris in Marne-La-Vallee, France
Tivoli Gardens Copenhagen, Denmark
10
De Efteling in Kaatsheuvel, Netherlands

Portaventura in Salou, Spain
Liseberg in Gothenburg, Sweden
Gardaland in Castelnuovo del Garda, Italy
Alton Towers in Staffordshire, England

Legoland Windsor in Windsor, England
Thorpe Park in Chertsey, England
Legoland Billund in Billund, Denmark
Phantasialand in Bruhl, Germany
Puy Du Fou in Les Epesses, France
4.9
M 4.47
M
Parc Asterix in Plailly, France
4.2
M
Gronalund in Stockholm, Sweden
4.15
M
Chessington World of Adventures in Chessington, U.K.
3.4
M
2
0
68
Futuroscope in Jaunay-Clan, France
2.86
M
Heide Park in Soltau, Germany
2.7
M
2.5
M 2.05
2.0
M
M
Duinrell/Attraktiepark in Netherlands
1.8
M
1.75 1.74 1.62

M
M
M
1.5
M
1.5
M
1.46
M
1.4
M
1.37
M
58
Regional Lens: U.K. Attractions

% Increase of Visitors to U.K. Attractions (2014): +6.5%
Change (2013-14)
British Museum
6.69M
The National Gallery
6.41M
SouthBank Centre
6.25M
Tate Modern
5.78M
Science Museum
3.35M
V&A South Kensington
3.18M
3.07M
The Library of Birmingham 2.41M

2M
Source: ALVA (2015)
69
The National Gallery

+6%
V&A South Kensington

-3%
SouthBank Centre
N/A
Tower of London
+6%
Tate Modern
+18%
Somerset House
+3%
Natural History Museum

+1%
Somerset House 2.46M
Science Museum
+1%
5.38M
Natural History Museum
Tower of London
British Museum
0%
4M
6M
8M
The Library of Birmingham

N/A
59
European Cultural Tourism: The Big Picture
100
90%
80
% of All European Tourism for which Cultural/Heritage Tourism Accounts
% of European Cultural Tourism in Rural Areas

60
40
40%
20
Source: European Commission (2015); International Institute for Gastronomy (2014)
70
60

U.S. Visitors to Europe Lean into Culture and Heritage
Ratio of Post-Trip U.S. Visitors to Europe Who Recommend Food, Cultural Diversity, and Historical Heritage: 8 in 10
Ratio of Post-Trip European Visitors to U.S. Who Recommend Shopping and

Theme Parks: 8 in 10
Source: TCI Research (2014)
71
72
20
Source: Visit Britain (2015)

0
20
48
%
60
58
%
20
40
62
%
74
%
71
%
64
%
57
%
43
%
Car Travel (Rental)
44
%
Fully Guided Tour
40
%
Train Travel
Big City
Countryside
Day Trips
Planned Itinerary
Famous Attractions
40
Car Travel (Rental)
80
67
%
Fully Guided Tour
71
%
77
%
Off Beaten Track
20
65
%
Train Travel
Spain
Food and Drink
45
%
63
%
Big City
44
%
Car Travel (Rental)
54
%
64
%
Countryside
46
%
Fully Guided Tour
Train Travel
61
%
67
%
Day Trips
40
80
Planned Itinerary
61
%
60
Famous Attractions
50
%
74
%
Off Beaten Track
73
%
Big City
France
Food and Drink
76
%
Countryside
40
Car Travel (Rental)
52
%
50
%
Fully Guided Tour
60
67
%
Day Trips
52
%
Train Travel
80
68
%
Big City
67
%
70
%
69
%
Countryside
Poland
0
Day Trips
60
%
Planned Itinerary
80
Planned Itinerary
20
Famous Attractions
52
%
69
%
Famous Attractions
60
66
%
Off Beaten Track
67
%
Food and Drink
80
Off Beaten Track
40
49
%
54
%
Car Travel (Rental)
Italy
Food and Drink
60
%
Fully Guided Tour
50
%
Car Travel (Rental)
52
%
Train Travel
Big City
Countryside
40
Fully Guided Tour
59
%
Train Travel
60
58
%
63
%
Big City
80
Day Trips
67
%
Countryside
70
%
Planned Itinerary
59
%
Day Trips
20
Planned Itinerary
60
Famous Attractions
71
%
Famous Attractions
74
%
Off Beaten Track
71
%
Off Beaten Track
Food and Drink
Food and Drink
61
Traveler Snapshots: U.K. Visitors in Europe
Asked about in-trip activities, the following percentages of U.K. travelers indicated interests as follows (in connection with sample European countries).
Germany
66
%
53
%
39
%
Sweden
69
%
58
%
46
%
EUROPEAN DEMOGRAPHICS:
MILLENNIALS, GEN-X, BOOMERS,
AND MORE
62
Globally, European Travel Dominates Millennial Destinations
Top 10 Millennial Destinations

8%
Indonesia
20%
10%
United States
Germany
11%
14%
Spain
Japan
11%
China
13%
Italy
12%
Thailand
12%
France
Source: TripAdvisor (2014)
74
13%
United Kingdom
63
U.S. Millennial Travelers Leaning Toward Europe

U.S. Travelers Anticipating European Trips (2014-16)
48%
Baby Boomers
Source: Travel Weekly (2014)
75
50%
Millennials
64
Gen X: Travel-Market Opportunity for European Destinations
% Gen X Planning
Travel for Pleasure
All
60%
Upscale
(>$250K Annual)
65%
Mass Market
(<$250K Annual)
54%
Source: Travel Agent Central (2014)
76
65
U.S. Baby Boomers/Seniors Aim for Europe
40
35
2015 International Destinations (Ages 50+)

36%
30
27%
25
Europe
Cruise
Carbbean/South America
Germany
Asia/Middle East
South Pacific
Other
Canada
Italy
Mexico
Great Britain
Jamaica
France
Aruba
20
15
14%
12%
10
6%
6%
5%
5%
4%
3%
3%
3%
97% of travelers ages 50+ are planning to take at least one trip in 2015.
45% of travelers ages 50+ are planning to take at least one international trip in 2015.
Source: AARP (2015)
77
3%
2%
66
Understanding the European Solo Traveler: Female, Boomer/Senior
% Increase: Solo Travelers (201114, SITA World Tours Stats): 64%
% of Solo Travelers Who Are Female (A&K Survey): 70%
% of Female Solo Travelers Ages 5569 (A&K Survey): 50%+
Solo travelers gravitate more toward exotics and off-the-beaten-path Europe, because people want to be in a group
environment when going to those types of places.

Jennifer Halboth, director of channel marketing for the Globus Family of Brands.
Source: Travel Market Report (2014)
78
67
Europe Leads Top 10 International Destinations for LGBTQ Travel in 2015
1. United States
Rank
Change
0
2011
2. France
3. Australia
4. United Kingdom
5. Canada
6. Germany
7. Italy
8. Spain
9. Greece
N/A
10. New Zealand
N/A
Source: Hospitality Trends (2014)
79
2011
2011
2011
2011
2011
2011
2011
2011
2011
0
+4
0
+3
0
-2
-5
N/A
N/A
68
Top 10 European Destinations for LGBTQ Travel in 2015
1. Amsterdam
Rank
Change
+2
2011
2. London
3. Paris
4. Berlin
5. Barcelona
6. Rome
7. Madrid
8. Venice
9. Athens
N/A
10. Edinburgh
N/A
Source: Hospitality Trends (2014)
80
2011
2011
2011
2011
2011
2011
2011
2011
2011
0
-2
+2
-1
-1
0
0
N/A
N/A
THE
CHINESE TRAVELER
IN EUROPE
69
Snapshot: The Chinese Traveler
Avg. No. of International Trips in

the Past 5 Years
% Outbound Chinese Travelers
4.67
4
15%
3
20%
3.53
45+
70% of Chinese travelers visit Europe in
groups
25-44
The estimated tourism spend of Chinese
travelers by 2016 will be $194B.
65%
1
0
2013
2014
Source: Hotel.com (2014); American Journal of Tourism Management (2014)
82
<25
70
Chinese Travelers Flying Farther, Long-Haul Will Follow
Total Chinese Outbound Travel Spending (USD)

30
29B
25
Emerging Europe
20
Western Europe
15
10
8B
8B
3B
0
2013
Source: IHG (2015)
83
2023
71
Europe Dominates Growth in Top-10 Long-Haul Destinations

Absolute Growth (2013-2023)
3.43M
1.22M
909K
541K
474K
377K
Germany
Switzerland
Austria
Italy
343K
Belgium
299K
France
Russia
359K
322K
Netherlands
United Kingdom
500K
Source: IHG (2015)
84
United States
1.5M
2.5M
3.5M
72
Chinese Travelers Adopting Online Bookings
% of Chinese Intl Travelers Booking Hotel

Accomodations via Web/Mobile Apps
53%
Source: OAG (2014)
85
73
Chinese Tourists Driving Occupancy at European Hotels
% European Hoteliers Who Say

Chinese Guests Account for 6%-10%
of All Business
100
% Increase of Chinese Guests at

European Hotels
% Increase European Hoteliers

Expect Over Next 1-3 Years
50
44%
43%
40
75
36%
30
28%
50
20
25
10
12%
0
8%
0
2013
Source: Chinese International Travel Monitor (2014)
86
2014
26-50%
11-25%
1-10%
74
European Hotels are Still Only Modestly Investing in Chinese Tourists
% European Hotels Globally Investing up to 10K

(USD) in Chinese-guest Services (2013-14)
46%
87
% Hotels Globally Investing up to 10K (USD) in

Chinese-guest Services (2013-14)
50%
75
Chinese Travelers Increasingly Handle their Own Intl Trip Arrangements
% Chinese Intl Travelers Preferring to Make Own Arrangements: 2013: 62% ; 2014: 67%
% Chinese Intl Traveler Booking Independently at European Hotels: 65%
88
76
Chinese Tourists Choose Western & Central/Eastern Europe (201416)
20
17%
16.9%
15
16.8%
Northern Europe
14%
13%
13%
Western Europe
Southern Europe
10
Central/Eastern Europe
2.3%
1%
1%
1.2%
1%
1.3%
0
2014 (est.)
Source: ETC: European Tourism 2014 - Trends and Prospects (Q4/2014)
89
2015 (est.)
2016 (est.)
77
The Chinese Traveler in Europe: Top Growth: Arrivals (201323)
400
Thousands of Arrivals
350
358
350
346
339
300
250
200
210
188
150
Source: IHG (2015)
90
99
90
84
Padova
104
Treviso
107
Zurich Region
108
Munich
119
Tyrol
London
Frankfurt
Paris
Florence
Rome
Milan
Venice
50
Lucern/Lake Lucern
100
Istanbul
130
Vienna
143
78
Latvia and Greece Top Chinese Visitor Volume Growth (201314)
120
+109.5%
+107.2%
100
80
60
+51.2%
+49%
Estonia
Iceland
+59.7%
40
Source: ETC (2014)
91
Serbia
Greece
Latvia
20
79
Europe on the Wishlist, But Chinese Travelers Often End Up Elsewhere
Europe accounts for 40% of the Chinese travelers wishlist of places to visit.
However, Europe accounts for 30% of the destinations to which Chinese travelers actually go.

No. of European Destinations on Chinese Travelers Top 10 Wishlist: 4

Destinations Cited: France ; Switzerland ; United Kingdom ; Germany
No. of European Destinations on Chinese Travelers Actually-Visited List: 3

Destinations Visited: France ; United Kingdom ; Italy
92
80
Chinese Travelers to Europe Combine Business and Leisure
% Chinese Travelers Abroad
% Chinese Guests Combining Business and Leisure

30
30%
APAC
25
49%
Business/
Education
97%
Leisure
24%
North America
22%
20
20%
Europe
17%
15
10
0
2013
93
2014
EUROPEAN
BUSINESS TRAVEL
IN 2015
81
European Destinations Account for Nearly 1/2 of Top 5 Business Travel Spots
Top 5 Business Traveler Destinations

(Business/Leisure Purposes)
25
25%
20
Italy
14%
14%
United Kingdom
15%
Japan
15%
France
15
United States
10
Source: TripAdvisor (2014)
95
82
European Business Travel Spend is Up in 5 Key Markets
60
$56.28B
$54B
50
$48.06B
$49.98B
$50.52B
Germany
40
$38.69B
$35.65B
$34.3B
$40.16B
$40.63B
$41B
$36.49B
$35.68B
$35B
$35.78B
$19.42B
$17.99B
$17B
$31.68B
Spain
$17.05B
10
2010
Source: Statista (2014)
96
2011
2012
France
Italy
$32.57B
$30B
20
United Kingdom
$35.32B
30
$19.94B
$42.45B
2013
2014
83
European Business Travel Expected to Grow in 2015

Business Travel Growth (2015)
Germany
+10.6%
United Kingdom
+5.1%
France
+5.5%
Spain
Italy
+5.0%
+2.8%
Source: GBTA (2014)
97
10
12
84
European Companies are Promoting Sustainable Business Travel
% European Travel Manager Citing

Sustainable Business Travel as More
Important in 2015 than in 2013
% European Companies Considering

Environmental Impact to be
Important to Very Important
Chief Reasons European Companies

Creating Sustainable Business
Travel Investments
71%
Long-Term
Cost Savings
44%
Rail Use
52%
44%
Car Rental
Source: Hospitality Net
98
74%
Safety &
Security
THE
SHARING
ECONOMY
85
The Sharing Economy Worth Billions in European Sector
Estimated Revenue from Share Economy to European Users: $3.5B

Value of Private Travel Accommodation in Europe (by 2017): $15.4B
100
86
Europes Travelers Are Staying in Private Accommodations
United Kingdom
36%
Germany
39%
France
39%
United States
17%
10
101
20
30
40
87
European Cities Launch and Support Sharing Platforms (But Some Resist)
Ex. Amsterdam Sharing City

Ex. Smart Milano: Milano Sharing City: Consultaziane Pubblica
The U.K. government recently commissioned an independent sharing economy review with the goal of
making the U.K. Europes sharing capital.
Portugal passed new rental laws favorable to Airbnb and local rivals.
Some cities for example, Barcelona are resisting sharing economy initiatives along regulatory lines.
It fined Airbnb 30,000 for violating Catalonias rental rules.
Germany lifted its ban on Uber in September 2014, but pushback and lawsuits continue.
Source: European Commission (2014); World Economic Forum (2015); New York Times; Bloomberg Business (2015)
102
88
Snapshots: European Car Sharing is Driving Volume
5M
>5M
1M
No. of Paris-based
BlaBlaCar members
No. of BlaBlaCar
Passengers (Monthly)
103
850K
No. of Germany-based
Carpooling.com members
No. of Monthly Eurostar Train

Passengers
THE
EUROPEAN TRAVEL
START-UP
89
European Travel Startups Account for 26.7% of European Startup Cos.
1500
1488
1200
900
European Startups
600
European Travel Startups
300
398
0
105
106
18

17
8
Amsterdam
21
17
12
Ireland
Turkey
10
Switzerland
Greece
Ukraine
9
9
9
8
6
6
6
Latvia
Czech Republic
Estonia
Poland
Spain
Netherlands
Italy
Barcelona
20
25
Portugal
0
Berlin
Paris
23
30
Finland
30
38
Milan
20
Moscow
Germany
40
France
40
Russia
80
London
100
United Kingdom
90
U.K. Travel Startups Equal 1/4 of European Travel Startup Cos.
97
78
60
91
Total Travel Startup Funding (USD, 201415)

The Year to Date total of 2014-2015 is 586.14 Million.
200
175.69M
171.71M
150
100
104.84M
81.16M
50
52.74M
0
Q1
2014
Q2
2014
Source: CBINSIGHTS (2015)
107
Q3
2014
Q4
2014
Q1
2015
92
Top 10 Well-Funded European Travel Startups
1. Trainline.com: Total Funding Raised (USD): $298.69M ; VC Backed: 0 ; Last Funded: September 2013 ; Exit Date: January 2015 (Acq-Fin - II)
2. BlaBlaCar: Total Funding Raised (USD): $221.7M ; VC Backed: 1 ; Last Funded: July 2014 ; Exit Date: NA
3. Momondo Group: Total Funding Raised (USD): $138M ; VC Backed: 0 ; Last Funded: October 2014 ; Exit Date: NA
4. Hailo: Total Funding Raised (USD): $127.05M ; VC Backed: 1 ; Last Funded: January 2014 ; Exit Date: NA
5. Wimdu: Total Funding Raised (USD): $90M ; VC Backed: 0 ; Last Funded: July 2011 ; Exit Date: NA
6. Sykes Cottages: Total Funding Raised (USD): $82M ; VC Backed: 0 ; Last Funded: January 2015; Exit Date: NA
7. Go Euro: Total Funding Raised (USD): $62M ; VC Backed: 1 ; Last Funded: August 2014 ; Exit Date: NA
8. HouseTrip: Total Funding Raised (USD): $59.7M ; VC Backed: 1 ; Last Funded: October 2012 ; Exit Date: NA
9. Get Your Guide: Total Funding Raised (USD): $57.5M ; VC Backed: 1 ; Last Funded: July 2014 ; Exit Date: NA
10. NETVACATION: Total Funding Raised (USD): $49.8M ; VC Backed: 1 ; Last Funded: November 2014 ; Exit Date: NA
Source: CBINSIGHTS (2015)
108
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201 5

Travel and Technology: European Mobile in 2015

OTAs and Online Bookings in Europe

European Airports & Airlines

The European Hospitality Sector

Cruises: European Industry Expands to Meet Demand

Europe's Museums, Attractions, Culture, and Heritage

European Demographics: Millennials, Gen X, Boomers, and More

The Chinese Traveler in Europe

European Business Travel in 2015

The Sharing Economy

The European Travel Start-Up

Tourism Fuels European Economic Development and Employment

Number of Jobs Sustained

All Related Sectors

State of Travel 2015: Europe

European Tourism Market Share

Market Share of International Tourist Arrivals

Source: ETC (2014)

State of Travel 2015: Europe

A Year of Growth in Tourism

Projected Avg. Intl

Tourism Visitor Totals

Source: UNWTO (2014)

State of Travel 2015: Europe

A Year of Growth in Tourism

Asia-Pacific Travelers Booking to Europe

Latin American Travelers Booking to Europe

North American Travelers Booking to Europe

Source: Sojern (2015)

European Travelers Booking to Europe

State of Travel 2015: Europe

Iceland and Greece Ahead by Visitor-Volume Growth

Source: ETC (2014)

State of Travel 2015: Europe

Source: ETC (2014)

State of Travel 2015: Europe

Growth in Context: European Market Share A Critical Juncture

Source: ETC (2014)

State of Travel 2015: Europe

TRAVEL AND TECHNOLOGY:

Projected Growth: Mobile Internet Access and Usage

Estimated % Global Growth of Mobile Phone Usage (2015): +4.4%

Western Europe: 70%

Eastern Europe: 64%

Ratio of European Leisure Travelers Owning Smartphone, Tablet, and Laptop: 4 in 5

Source: PWC (2014), OAG (2014), ETC (2014)

State of Travel 2015: Europe

European Union Bans the Roaming Charge

Current Roaming Charges (EU):

Source: The Telegraph (2014)

State of Travel 2015: Europe

Mobile Gross Bookings and Share on a Steady Climb

Source: PhoCusWright (2015)

State of Travel 2015: Europe

Across Trip-Planning Phases, Europeans Still Turning to Laptops

Destination Selection Phase

Travel Shopping Phase

Source: PhoCusWright: ETTTS (2014)

State of Travel 2015: Europe

Source: Tnooz (2014)

State of Travel 2015: Europe

Snapshots: Millennials Like Smartphones, Gen Xers Choose Tablets