MAY 10, 2007 - eMarketer
Old travel brands shine online.
Germans booked 35.1 million vacations online last year, according to BITKOM.
That's nearly one vacation booked online for every two Germans. The country's total population was 82.4 million in July 2006, according to the US Census Bureau. Germans average 35 vacation days per year, compared with 13 in the US, according to the World Tourism Organization.
The number of leisure trips that Germans reserve online has been rising steadily since 2003.
eMarketer Senior Analyst Jeffrey Grau said, "German leisure travelers are booking vacations online at strong rates that are allowing this market to close in on second place, behind the UK, in European online travel sales."
Germany's share of Europe's online travel sales has been increasing since 2003, according to PhoCusWright.
Traditional travel agencies and tour operators have done well online in the UK. In Germany and France, however, travelers tend to go straight to online travel suppliers, according to Euromonitor International.
Mr. Grau said that agencies trail in Germany and France because suppliers have "longer established brands such as the airlines and hotels that allow customers to make reservations on their Web sites."
Find out how the world uses the World Wide Web for travel. Read the eMarketer Online Travel Worldwide: A Mosaic of Separate Markets report.
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