Product Brochure: Global Online Travel Market 2016

GLOBAL ONLINE TRAVEL MARKET 2016
PUBLICATION DATE: OCTOBER 2016
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 - 11 TABLE OF CONTENTS I PAGE 12 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 13 METHODOLOGY I PAGE 14 RELATED REPORTS I PAGE 15 CLIENTS I PAGE 16-17 FREQUENTLY ASKED QUESTIONS
PAGE 18 ORDER FORM I PAGE 19 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:
Type of Product:
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Global Online Travel Market 2016
Market Report
Online Travel
Global, North America, Asia-Pacific, Europe, Latin America, Middle
East, Africa
USA, Canada, China, Japan, South Korea, Australia, Indonesia,
Thailand, Hong Kong, New Zealand, Vietnam, UK, Germany, France,
Spain, Italy, Russia, Netherlands, Turkey, Belgium, Austria, Greece,
Poland, Brazil, Mexico, Argentina, Chile, Peru, Saudi Arabia, Israel,
Iran, Qatar, South Africa, Nigeria, Morocco, Tunisia
English
PDF & PowerPoint
158
PRICES* Single User License:
Site License:
Global Site License:
€ 2450 (exc. VAT)
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€ 4900 (exc. VAT)
QUESTIONS
ANSWERED
IN THIS REPORT
How large is the global online travel market now and what is the forecast for 2020?
What are the largest online travel markets in the world?
Which important market trends are emerging in online travel?
How is the online market for travel services evolving in 30+ various countries across all global
regions?
Who are the major players of the online travel market?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions

MOBILE DRIVES GLOBAL ONLINE TRAVEL SALES GROWTH
Online travel sales are expanding worldwide and are expected to approach a 50%
milestone in share of total travel sales in 2016, according to a forecast cited in the new
publication from yStats.com. Mobile sales are showing the highest growth rate, as more
consumers, especially Millennials, turn to their smartphones and tablets to make travel
reservations.
North America is forecasted to remain the world’s largest online travel market until
2017, when it is predicted to be surpassed by a faster growing Asia-Pacific region. This trend
is reflected in a ranking of the top 5 online travel agencies, revealed in the yStats.com
report, which shows that China-based Ctrip.com is the fastest growing among them, but US-
based Expedia and The Priceline Group still occupy the first two ranks. Accommodation
sharing portal Airbnb made its way to the fourth rank, signaling the growing strength of the
peer-to-peer services in the travel sector. The growth of Airbnb and other P2P
accommodation sharing platforms, along with transportation sharing portals such as Uber
and Lyft are particularly popular with the Millennial generation and provide a challenge to
the traditional hotel and transportation sectors.
The online share of regional travel sales in Europe is above the global average, but
there are great differences on the country level, as the yStats.com report shows. While the
UK, Germany and France have online travel sales in double-digit billion dollar range, Eastern
European markets have more modest market volumes, but also a higher growth potential.
Similar to Eastern Europe, the emerging markets of Latin America, Middle East and Africa
await a boost in online travel sales, as Internet penetration, smartphone ownership and the
traveler’s propensity to shop online rise.
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MANAGEMENT SUMMARY
GLOBAL DEVELOPMENTS
 Overview of Online Travel Market Trends, October 2016
 Product Categories Purchased Online, incl. “Travel Products or Services”, in % of Online Shoppers, October 2015
 Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 - 2020f
 Breakdown of Online Travel Sales by Regions, in %, 2016f & 2020f
 Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f
 Top 10 Countries by Online Travel Sales, in USD billion, 2015 – 2020f
 Total Travel Sales, in USD billion, and Online Travel Share, in%, by Regions and Global, 2016f
 Travel Bookings via Mobile Channels, in USD billion, 2014 & 2019f
 Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App,
by Region, in %, October 2015
 Channels Used by Internet Users to Book Accommodation For Their Last Trip, by Online, Offline, and Mobile App,
by Generation, in %, October 2015
 Revenues of Accommodation Sharing and Transport Sharing Platforms, in USD billion, and CAGR, in %, 2015 &
2019f
 Online Travel Agencies Sales, in USD billion, 2015 & 2020f
 Breakdown of Online Travel Agencies Sales, by Top 3 Regions and Others, in % and in USD billion, 2015
 Top 6 Online Travel Agencies, by Gross Bookings, in USD million, and in % Change, 2014 & 2015
 Market Shares of the Top 5 Online Travel Agencies, in %, 2015
 Top 20 Travel Websites, by Website Rank, incl. Category, Website Visits, in millions, Average Visit Duration, in
minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, Sept. 2016
NORTH AMERICA
3.1. USA
 Online Travel Market Overview and Trends, October 2016
 Online Travel Sales, by Desktop/Laptop and Mobile, in USD billion, 2014 – 2019f
 Number of Mobile Travel Bookers, in millions, and Share of Online Travel Bookers, in %, 2014 – 2019f
 Online Share of Total Travel Bookings, in %, 2015
 OTA’s Share of Online Travel Bookings, in %, 2014 & 2017f
 Mobile Travel Bookings with OTAs, in USD billion, 2014 & 2015
 Number of Unique Visitors to Travel Websites, by Travel Information Websites, Online Travel Agents and
Hotels/Resorts Websites, by Desktop and Mobile, in thousands, April 2015 & July 2015
 Conversion Rate in “Travel/Hospitality”, Compared to “Retail”, by Desktop and Smartphone, in %, 2015
 Penetration of P2P Lodging Websites Users, in % of Travelers Who Are Aware of P2P Lodging Websites, by Age
Group, Q4 2015
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TABLE OF CONTENTS (1 OF 8)

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NORTH AMERICA (Cont.)
3.2 CANADA
 Product Categories Purchased Online, incl. “Flights and Travel Packages”, in % of Online Shoppers, March 2015
 Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 – 2020f
ASIA-PACIFIC
4.1. REGIONAL
 Top 5 Product Categories Purchased Online, incl. “Travel”, in % of Respondents, June 2015
 Online Travel Agencies Gross Bookings, in USD billion, 2013 – 2017f
 Online Travel Sales in Southeast Asia, by Sub-Sector, in USD billion, 2015 & 2025f
 Online Hotels and Airlines Sales in Southeast Asia, by Country, in USD billion and in % of Total Hotels and Airlines
Sales, 2015 & 2025f, and CAGR, in %, 2015-2025f
 Online Rides Sales in Southeast Asia, by Country, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f
4.2 CHINA
 Product Categories Purchased Online in the Previous 3 Months, incl. “Travel Products”, in % of Online Shoppers,
February 2015
 Share of Outbound Travelers Who Booked via Online Travel Agencies, in %, 2015
 Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015
 Online Travel Gross Merchandise Volume, in CNY billion, 2012 – 2018f
 Online Outbound Travel Gross Merchandise Volume, by Packaged Tours and Independent Travel, in CNY billion,
2010 - 2015
 Breakdown of Online Travel Market Gross Merchandise Volume by Segments, in %, Q2 2016
 Online Travel Agencies Revenue, in CNY billion, 2012 – 2018f
 Breakdown of Online Travel Agencies Market Shares by Revenues, in %, 2015
 Breakdown of Online Travel Agencies Market Shares by Transaction Size, by Online Air Ticket Reservation and
Online Accommodation Booking, in %, Q4 2015
4.3. JAPAN
 Share of Internet Users Who Booked Accommodation for Their Last Trip Online, in %, October 2015
 Mobile Share of Online Travel Bookings, in %, 2013 & 2015
 Top 10 Travel Web Entities Visited from Desktop Computers, by Number of Unique Visitors, in millions, and
Average Minutes per Visitor, January 2016
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ASIA-PACIFIC (Cont.)
4.4. INDIA
 India’s Share of Online Travel Sales in Asia-Pacific, in % and in USD billion, 2015
 Breakdown of Internet Market by Sectors, incl. “Online Travel”, in USD billion, 2013 & 2020f
 Online Travel Sales, in INR billion, 2014 – 2016f
 Breakdown of Online Travel Sales by Segments, in INR billion and in %, 2015
4.5. SOUTH KOREA
 Online Travel Sales, in KRW trillion, 2013 - 2015
 Mobile Share of Online Travel Sales, in % and in KRW trillion, 2014 & 2015
4.6. AUSTRALIA
 Online Travel Bookings Industry Revenue, in AUD million, FY 2014/2015 & FY 2015/2016e
 Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of
Individuals, in %, 12 Months to June 2015
4.7. INDONESIA
 Online Travel Sales, in USD billion, 2015 & 2025f
4.8. THAILAND
 Product Categories Purchased Online, incl. “Travel & Tourism”, in % of Online Shoppers, May 2015
4.9. HONG KONG
 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, 2015
4.10. NEW ZEALAND
 Product Categories Purchased Online, incl. “Travel (Tickets/Accommodation)”, by Four-Week Average Share of
Individuals, in %, 12 Months to June 2015
4.11. VIETNAM
 Product Categories Purchased Online, incl. “Train and Air Tickets” and “Tour and Hotel Booking”, in % of Online
Shoppers, 2015
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EUROPE
5.1. REGIONAL
 Online Travel Sales, in USD billion, by Western Europe and Central and Eastern Europe, 2014 - 2019f
 Travel Bookings via Mobile Channels, in EUR billion, 2015 & 2017f
 Product Categories Purchased Online in the EU, incl. “Travel and Holiday Accommodation”, in % of Online
Shoppers, 2015
 Share of Online Shoppers Buying “Travel and Holiday Accommodation” Online, by EU Countries, FYROM, Norway
and Turkey, in % of Online Shoppers and in % of Individuals, 2014 & 2015
 Audience Reach of Airbnb Websites, by Austria, Belgium, France, Germany, Italy, Poland, Spain, Switzerland and
the UK, in %, July 2016
 Share of Travelers Who Book Accommodation with Airbnb, by France, Germany, Ireland, Italy, Spain, the UK and
the USA, in %, August 2015
5.2. UK
 Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online
Shoppers, Q1 2015 & Q1 2016
 Product Categories Purchased Online, incl. “Holiday Accommodation” and “Travel Arrangements”, in % of Online
Shoppers, by Age Group and Gender, Q1 2016
 Breakdown of Devices Used to View Travel Content, in % of Online Travel Bookers, March 2016
 Devices Used to Book a Holiday Online, in % of Online Holiday Bookers, 2014 & 2015
 Reasons for Abandoning a Mobile Transaction on a Travel Website/App, in % of Smartphone Owners who
Abandoned a Mobile Transaction on a Travel Website/App, June 2015
 Breakdown of Traffic To Top 10 UK Travel Websites, by Device, in %, June 2015
5.3. GERMANY
 Breakdown of Total Travel Sales, by Channel, incl. “Online”, in %, 2013 - 2015
 Channels Used to Book Vacation, incl. “Online”, in % of Travelers, 2005 & 2015
 Product Categories Purchased Online, incl. “Travel Accommodation” and “Other Travel Services”, in % of Online
Shoppers, Q1 2015
 Types of Travel Services Booked Online, in % of Internet Users Who Booked Travel Services Online, March 2016
 Types of Online Platforms Used to Book Accommodation, in % of Internet Users Who Booked Accommodation
Online, March 2016
5.4. FRANCE
 B2C E-Commerce Sales, by Product Category, in EUR billion, and Share of Total Retail Sales in the Respective
Category, in %, incl. “Tourism”, 2015
 Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015
 Product Categories Purchased Online via Desktop and Smartphone, incl. “Travel/Tourism”, in % of Internet Users
and in % of Mobile Internet Users, H1 2016
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EUROPE (Cont.)
5.4. FRANCE (Cont.)
 Share of Unique Visitors to Travel Websites Who Accessed These Websites via Mobile, in % and in millions, July
2016
 Top 10 Travel Websites Visited from Desktop, by Unique Monthly Visitors, in thousands, Q2 2016
 Top 5 Accommodation Booking Websites/Apps Visited from Mobile, by Unique Monthly Visitors, in thousands, July
2016
5.5. SPAIN
 Products Purchased Online, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015
 Products Purchased via Mobile, incl. “Travel”, in % of Online Shoppers, 12 Months to November 2015
5.6. ITALY
 B2C E-Commerce Sales Breakdown, by Product Categories, incl. “Tourism Services”, in EUR billion and in %, 2015e
 Mobile Share of Online Travel Sales, in % and in EUR billion, 2015
5.7. RUSSIA
 Product Categories Purchased Online, in % of Online Shoppers, incl. “Travel Services and Tickets”, 2014 & 2015
 Types of Online Platforms Used to Purchase Travel Online, in % of Internet Users Who Purchased Travel Online,
February 2016
 Online Travel Sales, in RUB billion, 2015 & 2016f
 Breakdown of Online Travel Sales by Segments, in %, 2015
 List of Top 3 Online Travel Agencies and Top 2 Online Accommodation Booking Websites, 2015
5.8. NETHERLANDS
 Share of Travel Bookings Made on Smartphone, in %, Q1 2016
5.9. TURKEY
 Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
 Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015
 Online Travel Sales, in TRY billion, 2014 & 2015
5.10. BELGIUM
 Travel Categories Purchased Online, in % of Online Shoppers, 12 Months to June 2016, and in % Change 2015-
2016 and 2011-2016
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EUROPE (Cont.)
5.11. AUSTRIA
 Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015
5.12. GREECE
 Product Categories Purchased Online, incl. “Travel Services”, in % of Online Shoppers, 12 Months to March 2015
5.13. POLAND
 Product Categories Purchased Online, incl. “Holiday Tours, Accommodation and Tickets”, in % of Online Shoppers,
2014 & 2015
LATIN AMERICA
6.1. REGIONAL
 Online Travel Sales, by Argentina, Mexico and Brazil, in USD billion, and CAGR, in %, 2015 - 2020f
 Product Categories Most Purchased Online, by Rank, incl. “Travel Reservations”, by Argentina, Brazil, Chile,
Colombia, Mexico, Peru, January 2015
6.2. BRAZIL
6.3. MEXICO
 Top 5 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, Q4 2015
 Share of Internet Users Who Booked Accommodation for Their Last Trip Via Mobile App, in %, October 2015
6.4. ARGENTINA
 Online Travel Sales, in ARS million, and Year-on-Year Change, in %, 2012 - 2015
6.5. CHILE
 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, by Urban, Rural and Total, January
2015
6.6. PERU
 Products Purchased Online, in % of Online Shoppers, H1 2015
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MIDDLE EAST
7.1. REGIONAL
 Online Travel Sales, in USD billion, 2015 & 2018f
 Online Share of Airline Ticket Bookings, in %, by Egypt, Kuwait, Lebanon, Saudi Arabia and the UAE, 2015e
 Top 5 Product Categories Purchased Online, incl. “Flight Tickets”, in % of Online Shoppers, by Kuwait, Saudi Arabia
and the UAE, June 2016
7.2. SAUDI ARABIA
 Online Travel Sales, in SAR billion, 2015e & 2019f
7.3. ISRAEL
 Product Categories Purchased Online, incl. “Travel (Vacation, Flights)”, in % of Online Shoppers, July 2015
7.4. IRAN
 Number of Individuals Carrying Out Shopping and Related Activities Online, by Activity, incl. “Used Services
Related to Travel or Travel Related Information”, in millions and in % of Internet Users, by Male, Female and Total,
2013
 Product Categories Purchased Online, incl. “Airline Tickets” and “Hotel Booking”, in % of Online Shoppers, 2012 &
2015
7.5. QATAR
 Breakdown of B2C E-Commerce Sales, by Product Category, incl. “Travel”, in %, 2014
AFRICA
8.1. REGIONAL
 Channels Use To Book Travel Services, incl. Africa, in % of Travelers, 2015
8.2. SOUTH AFRICA
 Product Categories Purchased Online, incl. “Travel Tickets” and “Hotel Reservations”, in % of Online Shoppers,
October 2015
 Top 3 Product Categories Purchased Online, incl. “Travel”, in % of Online Shoppers, October 2015
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MIDDLE EAST (Cont.)
8.3. NIGERIA
 Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
 Share of Travelers Who Book with Online-Only Travel Agencies, in %, 2015
8.4. MOROCCO
 Product Categories Purchased Online, incl. “Travel or Transport Tickets”, in % of Online Shoppers, February 2016
 Activities Carried Online Out via Mobile Phone, incl. “Use Services Related to Travel or Accommodation”, in % of
Mobile Internet Users, Q4 2015
8.5. TUNISIA
 Activities Carried Out Online, incl. “Using Services Related to Travel or Travel-Related Accommodation”, in % of
Internet Users, 2014
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REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market
research. Secondary research is information gathered from
previously published sources. Our reports are solely based on
information and data acquired from national and international
statistical offices, industry and trade associations, business
reports, business and company databases, journals, company
registries, news portals and many other reliable sources. By using
various sources we ensure maximum objectivity for all obtained
data. As a result, companies gain a precise and unbiased
impression of the market situation.
 Cross referencing of data is conducted in order to
ensure validity and reliability.
 The source of information and its release date are
provided on every chart. It is possible that the information
contained in one chart is derived from several sources. If this is
the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months
prior to the date of report publication. Exact publication dates are
mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C
E-Commerce, which might include mobile commerce. As
definitions may vary among sources, exact definition used by the
source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts,
rankings, line graphs and tables. Every chart contains an Action
Title, which summarizes the main idea/finding of the chart and a
Subtitle, which provides necessary information about the
country, the topic, units or measures of currency, and the
applicable time period(s) to which the data refers. With respect to
rankings, it is possible that the summation of all categories
amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the
following order: Cover page, preface, legal notice, methodology,
definitions, table of contents, management summary
(summarizing main information contained in each section of
report) and report content (divided into sections and chapters).
When available, we also include forecasts in our report content.
These forecasts are not our own; they are published by reliable
sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance
by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data
collection, for example the time of survey and number of people
surveyed, is provided in the form of a note. In some cases, the
note (also) contains additional information needed to fully
understand the contents of the respective data.
 When providing information about amounts of money,
local currencies are most often used. When referencing currency
values in the Action Title, the EUR values are also provided in
brackets. The conversions are always made using the average
currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the
past 12 months is used.
METHODOLOGY OF OUR GLOBAL ONLINE TRAVEL MARKET 2016 REPORT
Report Coverage
 This report covers the online travel market. It takes into
account a wide definition of the travel segment, including
transportation, accommodation, tour packages and others.
Besides sales figures, penetration and rankings, this report also
reveals important market trends that affect the online travel
market, such as the rise of mobile bookings and peer-to-peer
services.
 All global regions are covered in this report, including
Africa, Asia-Pacific, Europe, Latin America, the Middle East and
North America.
Report Structure
 The global chapter opens the report, including an
overview of global market developments, trends, regional and
country comparisons.
 The rest of the report is divided by regions. The regions
are presented in the order of descending total online travel sales.
 Within each region, regional information is included
first, where available, and the countries are also presented in the
order of descending online travel sales. Where no comparable
sales figures were available, other related criteria such as total E-
Commerce sales, online shopper and Internet penetration were
applied.
 In the country sections, the following information is
covered, where available: online travel sales, the share of online
shoppers booking travel services online and the rank of this
category among other E-Commerce product categories, the online
share of total travel sales and the share of travel in total E-
Commerce sales, platforms and channels used by travelers to
book travel services, total sales and shares of online travel
agencies. Not all types of information mentioned are provided for
each country, due to varying data availability.
 For the selected leading online travel markets (Brazil,
China, Germany, Japan, the UK, and the USA), text charts with a
qualitative overview of the online travel market, trends and
players is included.
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UPCOMING RELATED REPORTS
Global B2C E-Commerce Market 2016 June 2016 € 4,950
Online Retail in Emerging Markets 2016 June 2016 € 3,450
Trends in Worldwide Internet Retail 2016 July 2016 € 1,450
Top Players in Global B2C E-Commerce Market 2016 July 2016 € 950
Global Mobile Online Payment Methods: First Half 2016 October 2016 € 950
Global Alternative Online Payment Methods: First Half 2016 September 2016 € 950
Global Online Payment Methods: First Half 2016 September 2016 € 1,950
Asia-Pacific Online Payment Methods: First Half 2016
Europe Online Payment Methods: First Half 2016
September 2016
August 2016
€ 750
€ 950
MENA B2C E-Commerce Market 2016 June 2016 € 2,950
Africa B2C E-Commerce Market 2016 May 2016 € 1,950
Middle East B2C E-Commerce Market 2016 May 2016 € 1,950
Latin America B2C E-Commerce Market 2016 March 2016 € 1,950
Europe B2C E-Commerce Market 2016 February 2016 € 2,950
Western Europe B2C E-Commerce Market 2016 February 2016 € 1,950
Eastern Europe B2C E-Commerce Market 2015 January 2016 € 1,950
North America B2C E-Commerce Market 2015 November 2015 € 950
Asia-Pacific B2C E-Commerce Market 2015 October 2015 € 3,450
Southeast Asia B2C E-Commerce Market 2015 September 2015 € 1,950
REPORT PUBLICATION
DATE
PRICE*
Top 5 Online Travel Markets 2016
Europe Online Travel Market 2016
Asia-Pacific Online Travel Market 2016
October 2016
October 2016
October 2016
€ 750
€ 750
€ 750
9

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Product Brochure: Global Online Travel Market 2016