Online tourism boosting

A recently published study, Netstudy Travel Industry 2009, by Swedes Peter Hellman and Alf Hedlund, shows that e-marketing is becoming more important within tourism.

The travel industry´s online market has grown tremendeously, from SEK 10 Bn 2005 to SEK 25 Bn 2007 (US$ 1,43 Bn to US$ 3,58 Bn). The travel sector has increased the most and stands for 30% of all online shopping in Europe. The pure net travel actors had a turnover of SEK 7 Bn 2007, estimated to SEK 9 Bn next year (US$ 1 Bn to US$ 1,29 Bn).

The consumer behaviour is now rapidly changing. 90% begins their journeys on the net, but information on a website or online reservations is no longer enough. We´re in for the third wave of e-marketing: social media. Visibility, contribution and interaction, almost in real time, in an engaging way, are keywords to get online tourists to identify themselves with your brand and contribute to the dialogue that leads to bookings.

The online trend is boosting all over Europe. The online travel market had a turnover of € 49,4 Bn 2007. Great Britain and Germany together stands for almost half the value, wich indicates that swedish incoming tourism companies who wants to be part of the market at least should consider translating their websites, but that´s just the beginning.

While the use of internet increases – 1 Bn users already back in 2006 – the search engines´ role are becoming more important, why knowledge and strategy in e-marketing are crucial for future success.