Welcome to the Europe installment of Skift’s annual State of Travel report, a series focusing on individual major global industry regions. From overarching trends to the ever-increasing impact of mobile and online technology, this is the state of the travel industry in Europe in 2015. To download the full data deck, visit: http://products.skift.com/trend/free-data-deck-state-of-travel-2015-europe

1. 2015

2. INTRODUCTION
Welcome to the Europe installment of Skift’s annual State of Travel data deck. Last year we launched
the global State of Travel data deck, and this year Europe is our first in other major global industry
regions to come, including Latin America, Asia, Middle East and others.
Evolving from our daily coverage of the global travel industry, fueled by our ongoing series of trend
reports, and featuring expert research and insights, what follows is a cross section of key data — in-
formation that frames and contextualizes the vibrant, dynamic European travel landscape.
From overarching trends to the ever-increasing impact of mobile and online technology — and offer-
ing a deep look at what’s happening in every critical travel vertical — this is the state of the travel
industry in Europe in 2015.
Attention is also given to traveler demographics, to the continued influence of the Chinese outbound
traveler on European brands and destinations, and to revenue-relevant sectors such as business
travel, the sharing economy, and ways in which start-ups are reacting to shifting brand, passenger,
and guest demands.
Learn even more about the business of going places by staying in touch with Skift’s in-depth consid-
erations of travel news and trends at skift.com.
Written & curated by James O’ Brien and Rafat Ali, Skift

3. ABOUT SKIFT
Skift is the largest industry intelligence and marketing platform in travel, providing news,
information, data and services to all sectors of the world’s largest industry.
Based in New York City, Skift has deep experience in identifying and synthesizing existing and
emerging trends, in its daily coverage of the global travel industry, through its Skift Trends Reports
and its data insight from SkiftIQ competitive intelligence service.
Within a short two years of its existence, Skift has become the lingo in the travel industry, and is
now a daily tool by the top strategists, technologists, and marketers in travel.
“Simply love you guys. The freshest cogent ideas / POV’s come from your team. Thanks.”
Christopher Baer, head of innovation, Marriott.
“As a 20 year veteran of technology and travel, Skift has become my must read of the day.”
Michael McDowell, head of innovation, Hertz.
“Talk about a gap in the market. Not sure where we in the travel industry got our news, insight &
analysis from before Rafat created Skift.”
Chris Boden, former head of innovation, Lonely Planet.

4. The State of European Tourism
Travel and Technology: European Mobile in 2015
OTAs and Online Bookings in Europe
European Airports & Airlines
The European Hospitality Sector
Cruises: European Industry Expands to Meet Demand
Europe's Museums, Attractions, Culture, and Heritage
European Demographics: Millennials, Gen X, Boomers, and More
The Chinese Traveler in Europe
European Business Travel in 2015
The Sharing Economy
The European Travel Start-Up
5
13
21
32
48
56
65
73
81
94
99
104
TABLE OF CONTENTS

5. THE
STATE OF
EUROPEAN TOURISM

6. State of Travel 2015: Europe6
Tourism Fuels European Economic Development and Employment
Source: European Commission/DG Enterprise and Industry Tourism Policy Unit (2014)
% of EU GDP
Tourism Sector Only
All Related Sectors
% of Total Employment Number of Jobs Sustained
9M
22M
25
20
15
10
5
0
10
8
6
4
2
0
4.1%
10%
10
8
6
4
2
0
9%
3.3%
1

7. State of Travel 2015: Europe7
Market Share of International Tourist Arrivals
2 European Tourism Market Share
41%
30%
14%
8%
7%
Europe
Asia Pacific
Middle East
Americas
Africa
Source: ETC (2014)

8. State of Travel 2015: Europe8
Tourism Visitor Totals
Projected Avg. Int’l
Tourism Growth
% Growth of European
Tourism Sector
2010–2025
2.5
2.0
1.5
1.0
0.5
0
2.4%
2014
4
2
0
4%
3 A Year of Growth in Tourism
4002000
2013
2014
600
566M
588M
Overall, inbound European tourism is on a path toward record growth.
Source: UNWTO (2014)

9. State of Travel 2015: Europe9
December destinations were dominated by European travelers.
806040200
78%
13%
11%
5%
European Travelers Booking to Europe
Latin American Travelers Booking to Europe
North American Travelers Booking to Europe
Asia-Pacific Travelers Booking to Europe
4 A Year of Growth in Tourism
Source: Sojern (2015)

10. State of Travel 2015: Europe10
The European Tourism Commission notes that most of the top-five destinations are “investing in their tourism potential” or marked by the
“recovery of business travel and price convenience”.
5 Iceland and Greece Ahead by Visitor-Volume GrowthIceland and Greece Ahead by Visitor-Volume Growth
24%
Czech Republic
Romania
Serbia
Latvia
Greece
Iceland
23%
15%
12%
11%
11%
2520151050
Source: ETC (2014)

11. State of Travel 2015: Europe11
29.9%
Lithuania
Montenegro
Romania
Iceland
Greece
28%
26%
19.8%
19.7%
30150
6 Greece and Iceland Also Lead ETC Destinations by U.S. Visitor-Volume Growth
Source: ETC (2014)

12. State of Travel 2015: Europe12
Growth in Context: European Market Share — A Critical Juncture
Europe Asia-Pacific Americas Africa
2010–2030
1995–2010
1980–1995
4.1%
8.8%
3.0%
5.3%
3.4%
5.8%
2.2%
6.1%
2.5%
5.0%
2.6%
5.7%
7 International Tourist Arrivals Throughout the Years (% Avg. Growth)
Source: ETC (2014)