SOURCE: PhoCusWright


July 12, 2012 14:23 ET

All Eyes on Russia as Eastern Europe Travel Market Shifts Online

Landmark PhoCusWright Report Sizes the Region's Burgeoning Travel Opportunity

SHERMAN, CT--(Marketwire - Jul 12, 2012) - Online booking is finally gaining a foothold in Eastern Europe, one of online travel's last frontiers. According to a forthcoming report from travel industry research authority PhoCusWright (, just 16% of Eastern Europe's total travel market was booked online in 2011, but that figure will reach nearly one fourth (23%) by 2013.

PhoCusWright's Eastern Europe Online Travel Overview is the first comprehensive study of this rapidly changing growth market, the first to examine the drivers and challenges in a region that tallied US$85.1 billion in travel bookings in 2011. By 2013, that number will expand to $92.5 billion, of which $20.9 billion will be transacted online. Online growth will dramatically outpace the single-digit uptick of the total market, jumping 27% and 26% in 2012 and 2013, respectively. A major factor in that growth will be the online awakening of the Russia travel market, by far the region's largest. PhoCusWright projects Russia's online travel penetration will climb from 10% in 2011 to 18% by 2013.

The report features sizing and projections for Eastern Europe's total and online/leisure unmanaged business travel markets; analysis of competitive dynamics; and insight into travel adoption in Russia, Ukraine, Poland, Hungary, Estonia, Latvia, Lithuania, Romania, Bulgaria, Greece and the Czech Republic. Highlights include:

  • Total market and online leisure/unmanaged business travel bookings for 2009-2013
  • Analysis of major travel product segments -- air, lodging, rail, car rental and tour operators
  • Comparison of supplier-branded websites and online travel agencies (OTAs, including bookings and projected growth rates through 2013)
  • Discussion of the OTA landscape, including key players, recent developments and the relative influence of local versus global OTAs
  • Impact of mobile, search and social websites

PhoCusWright's Eastern Europe Online Travel Overview -- publishing on July 20, 2012 -- sizes the Eastern Europe travel market for the first time, providing insight into growth dynamics as this sleeping giant awakens.

PhoCusWright, the travel industry research authority, fosters smart strategic planning and tactical decision-making by delivering primary research on the evolving dynamics that influence travel, tourism and hospitality distribution. To complement its research in North America, Europe and Asia, PhoCusWright partners with and produces several high-profile conferences around the world.

Contact Information