Latest research conducted by PhoCusWright’s European Online Travel Overview reveals that around 67% of total european travel market would be contributed by three countries viz. UK, Germany and France. The total market share of UK continues to decrease from 31% to 26%. This decrease is mainly the result of Pound's devaluation and market trends.
France’s share is expected to remain flat at 19%. Germany, in contrast, is expected to increase its portion of the online market from 17% in 2008 to 20% in 2011. In 2008, Scandinavia surpassed U.K. in online penetration at 45% versus 40%. Now Scandinavia is leading Europe in online penetration and is expected to cross the halfway point by 2010, whereas the U.K. will likely take somewhat longer.
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