Digital travel sales mature worldwide

Consumers across the world are becoming more comfortable making purchases on the internet, and digital travel sales are beginning to mature on a global basis, according to an eMarketer report.

eMarketer develops digital travel sales estimates as a subset of business-to-consumer ecommerce for 19 global markets, and according to its January 2014 forecasts, only three of those markets will still see double-digit growth rates by 2017: China, India and Italy.

China’s robust 20 percent growth rate will be a significant outlier, with Italy and India increasing at 11.5 percent and 11.1 percent, respectively. eMarketer expects Spain to be the only other country growing faster than 7 percent in 2017.


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According to Tnooz, mobile travel bookings will more than triple over the next two years, to reach $39.5 million by 2015, this is about 25 percent of total online travel market.

eMarketer estimates that only four markets will see travel increase its share of B2C ecommerce between 2012 and 2017: Italy, Brazil, Finland and South Korea (the latter seeing a marginal 0.2-percentage-point increase). Each of the other countries in its forecast will see travel lose share over the period.

In the U.S., eMarketer estimates that digital travel sales will grow at a CAGR of 5.9 percent between 2012 and 2017, while U.S. retail ecommerce will increase at a CAGR of 14.3 percent in that time period, despite growing from a much higher base. As a result, travel's share of overall B2C ecommerce will drop from 35.9 percent to 27.6 percent between 2012 and 2017.