© Copyright 2015 ystats.com GmbH & Co. KG, 22765 Hamburg, Germany 2

3

4

GENERAL METHODOLOGY OF 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.

5

METHODOLOGY OF THE CURRENT 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.

This report is focused on the online travel market in Europe and covers all major advanced and emerging markets in this region. Besides regional and country

data, also information about global developments is included.

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 devoted to Europe. Regional information is presented first, followed by country chapters.

The countries are 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. Not all types of information mentioned are provided for each country, due to varying data

availability.

For the two leading online travel markets in Europe (Germany and the UK), text charts with a qualitative overview of the online travel market, trends and players

are included.

6

DEFINITIONS

ONLINE TRAVEL SALES the sales of leisure and unmanaged business travel services (e.g. transportation tickets, accommodation, holiday tours)

transacted online; usually refers to gross online travel bookings.

GROSS TRAVEL BOOKINGS total retail value of transactions booked via travel booking websites (of agencies or suppliers) or via offline channels,

minus cancellations.

TRAVEL BOOKERS individuals who booked travel services via different channels (e.g. online travel bookers if booked via the Internet), usually

refers to individuals who booked within the previous 12 months.

ONLINE TRAVEL AGENCIES abbreviated as OTAs, travel websites which act as intermediaries between suppliers and buyers, allowing to book various

travel services, such as flight tickets, train tickets, hotel rooms and others.

TRAVEL WEBSITES websites with a focus on travel content, such as travel information websites, travel review websites and travel booking

websites.

PEER-TO-PEER SERVICES technology-based networks that facilitate transactions between private individuals enabling them to rent assets from other

individuals, such as accommodation sharing portals, ride hailing, etc.

INTERNET USERS the total number of inhabitants in a certain country who regularly access the Internet.

ONLINE SHOPPERS the total number of inhabitants in a certain country or region that make purchases over the Internet.

B2C E-COMMERCE the sale of products and services through electronic transactions via the Internet from businesses to consumers.

The following expressions and definitions are used in this market report*:

Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective

charts

7

TABLE OF CONTENTS (1 OF 4)

1. Management Summary

2. 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

3. Europe

3.1. Regional

• Online Travel Sales, in USD billion, by Western Europe, Central and Eastern Europe, and Total, 2015 - 2020f

• 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

8

TABLE OF CONTENTS (2 OF 4)

3. Europe (Cont.)

3.1. Regional (Cont.)

• 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

3.2. UK

• Online Travel Market Overview and Trends, October 2016

• 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

3.3. Germany

• Online Travel Market Overview and Trends, October 2016

• 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

9

TABLE OF CONTENTS (3 OF 4)

3. Europe (Cont.)

3.4. 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

• 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

3.5. 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

3.6. 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

3.7. 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

• Breakdown of Awareness and Usage of Peer-to-Peer Online Accommodation Services, in % of Internet Users, March 2016

• List of Top 3 Online Travel Agencies and Top 2 Online Accommodation Booking Websites, 2015

10

TABLE OF CONTENTS (4 OF 4)

3. Europe (Cont.)

3.8. The Netherlands

• Share of Travel Bookings Made on Smartphone, in %, Q1 2016

3.9. 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

3.10. Belgium

• Travel Categories Purchased Online, in % of Online Shoppers, 12 Months to June 2016, and in % Change 2015-2016 and 2011-2016

3.11. Austria

• Product Categories Purchased Online, incl. “Travel and Holiday Accommodation”, in % of Online Shoppers, 2015

3.12. Greece

• Product Categories Purchased Online, incl. “Travel Services”, in % of Online Shoppers, 12 Months to March 2015

3.13. Poland

• Product Categories Purchased Online, incl. “Holiday Tours, Accommodation and Tickets”, in % of Online Shoppers, 2014 & 2015

11

1. Management Summary 11 – 14

2. Global Developments 15 – 32

3. Europe 33 – 89

3.1. Regional 33 – 40

3.2. UK 41 – 48

3.3. Germany 49 – 55

3.4. France 56 – 62

3.5. Spain 63 – 65

3.6. Italy 66 – 68

3.7. Russia 69 – 75

3.8. The Netherlands 76 – 77

3.9. Turkey 78 – 81

3.10. Belgium 82 – 83

3.11. Austria 84 – 85

3.12. Greece 86 – 87

3.13. Poland 88 – 89

12

10%

11%

11%

18%

18%

18%

21%

25%

25%

36%

37%

41%

52%

60%

0% 25% 50% 75% 100%

Others

Shares/insurance/other financial services

Medicines

Telecommunications (e.g. TV, broadband subscription)

Food/groceries

Computer hardware

Computer software

Films/music

Electronic equipment

Books/magazines/e-learning material

Tickets for events

Household goods

Travel and holiday accommodation

Clothes, sports goods

in % of Online Shoppers

“Travel and holiday accommodation” (52%) was the second leading

category purchased by online shoppers in the EU in 2015. EU: Product Categories Purchased Online in the EU, incl. “Travel and Holiday Accommodation”, in % of

Online Shoppers, 2015

Note: data refers to all EU member states (EU-28)

Definition: online shoppers: individuals who ordered goods or services, over the Internet, for private use, in the previous year

Source: Eurostat, February 2016

13

Know, have used 12%

Know, but have not used 43%

Don't know 45%

55% of Internet users in Russia were aware of peer-to-peer online

accommodation services, and 12% used them, as of March 2016. Russia: Breakdown of Awareness and Usage of Peer-to-Peer Online Accommodation Services, in % of

Internet Users, March 2016

Survey: based on a survey of 1,600 respondents conducted in 140 settlements in 42 regions of Russia, ages 18+, conducted in May 2016; margin of error no more than 3.4%;

question asked: “Do you know Internet services which allow accommodation renting (apartment, house) from private persons for a short period of time (e.g., for travel).

One of the examples is Airbnb. If you know the services, have you used them?”; the respondents to this question were Internet users

Source: NAFI, July 2016

14