New research from PhoCusWright is expected to show massively varied rates of growth on online travel across Europe, even amongst the leading five countries including the UK.
The report, due to be published in April, is expected to reveal the adoption rates for online travel of around 25% across the continent in 2007.
However, consumers in the UK are understood to have embraced online travel at almost double the rate of those in Germany, despite widespread internet access and familiarity with ecommerce.
The scene is believed to be the same in Spain, where users are far more familiar with online travel than their Mediterranean counterparts in Italy.
“The European travel market is marching relentlessly online in the footsteps of the U.S. travel market, but while the pace may be similar the gait is decidedly different,” PhoCusWright said.
“European online leisure/unmanaged business travel as a percentage of the total travel market approaches 25% in 2007, the level achieved in the U.S. in 2004.”
The US-based research house added: “Yet the individual markets of Europe, in particular the top five – U.K., Germany, France, Spain and Italy – display the variety of paths online that developing e-commerce economies take.”