Europe Online Travel Market Size, Trends and Report, 2034

Europe Online Travel Market Size, Share, Trends and Forecast by Booking Type, Platform, and Country, 2026-2034

Report Format: PDF+Excel | Report ID: SR112025A28709

Europe Online Travel Market Overview:

The Europe online travel market size reached USD 156.8 Billion in 2025. Looking forward, IMARC Group expects the market to reach USD 352.0 Billion by 2034, exhibiting a growth rate (CAGR) of 9.41% during 2026-2034. The Europe online travel market share is expanding due to increasing digital bookings, rising demand for mobile-first platforms, growth in personalized AI-driven recommendations, adoption of virtual payment solutions, emphasis on sustainable tourism, regulatory developments, and the integration of immersive technologies like augmented reality for enhanced travel experiences.

Report Attribute	Key Statistics
Base Year	2025
Forecast Years	2026-2034
Historical Years	2020-2025
Market Size in 2025	USD 156.8 Billion
Market Forecast in 2034	USD 352.0 Billion
Market Growth Rate (2026-2034)	9.41%

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Europe Online Travel Market Trends:

Increase in Mobile-First Travel Bookings

The Europe online travel market growth is driven by a rapid shift towards mobile-first booking platforms, driven by increasing smartphone penetration and the growing preference for seamless, app-based experiences. Travel companies are investing in AI-driven personalization, offering tailored recommendations based on user behavior and past bookings. Mobile payment options, including digital wallets and buy-now-pay-later (BNPL) services, are enhancing accessibility and driving conversions. Notably, leading financial technology company Adyen and B2B payments pioneer Billie announced a collaboration on February 18, 2025, to offer Buy Now, Pay Later (BNPL) services to European companies. By providing variable payment periods and automating dunning and collection procedures, this partnership seeks to address typical issues in business-to-business (B2B) commerce, such as cash flow management and payment default risks. The cost-effective substitute for conventional corporate credit cards offered by Billie's BNPL solution integration into Adyen's platform improves the financial agility of European companies. Airlines, hotels, and tour operators are integrating dynamic pricing algorithms to optimize revenue based on real-time demand fluctuations. The rise of super apps, which combine travel booking, payments, and itinerary management, is also reshaping consumer behavior. This trend is fostering increased competition among online travel agencies (OTAs) and direct suppliers, leading to improved user experiences and competitive pricing strategies.

Growing Demand for Sustainable and Experience-Based Travel

European travelers are increasingly prioritizing sustainability and immersive experiences, influencing booking trends in the online travel market. Eco-conscious travelers are seeking carbon-neutral flights, green-certified accommodations, and low-impact tourism options, prompting OTAs to incorporate sustainability filters and eco-friendly travel packages. For instance, according to a study published by Accor on December 2, 2024, only 10% of European tourists anticipate cutting their travel budgets in 2025, while 53% of them intend to increase their spending in comparison to 2024. 73% of respondents to the study, which polled 8,000 tourists in seven European nations, said that climate change and sustainable travel options are significant considerations. Additionally, 90% of respondents said that in 2025, issues related to overtourism would affect their travel decisions. Experience-based travel, including adventure tourism, cultural immersion, and wellness retreats, is gaining traction, leading to a shift from traditional package tours to customized itineraries. Digital platforms are leveraging big data and AI to offer hyper-personalized travel recommendations, ensuring travelers can discover niche experiences tailored to their preferences. Additionally, regulatory policies promoting sustainable tourism in the EU are pushing travel companies to adopt greener practices, reinforcing the long-term viability of responsible tourism in the region, which in turn is creating a positive impact on the Europe online travel market outlook.

Europe Online Travel Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the regional level for 2026-2034. Our report has categorized the market based on booking type and platform.

Booking Type Insights:

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Air Ticketing
Hotels and Packages
Bus Ticketing
Railway Ticketing
Others

The report has provided a detailed breakup and analysis of the market based on the booking type. This includes air ticketing, hotels and packages, bus ticketing, railway ticketing and others.

Platform Insights:

Desktop
Mobile

A detailed breakup and analysis of the market based on the platform have also been provided in the report. This includes desktop and mobile.

Country Insights:

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Germany
France
United Kingdom
Italy
Spain
Others

The report has also provided a comprehensive analysis of all the major regional markets, which include Germany, France, United Kingdom, Italy, Spain, and others.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Europe Online Travel Market News:

On January 9, 2025, the European Union made clear the differences between the Entry/Exit System (EES) and the European Travel Information and Authorization System (ETIAS). Visa-exempt visitors will need to obtain electronic travel authorization prior to entering 30 European countries under ETIAS, which is scheduled to debut in mid-2025. On the other hand, in place of conventional passport stamps, the EES will electronically record non-EU nationals' arrival and leave data starting in the second half of 2024.
On May 2, 2024, Mastercard and Checkout.com established a cooperation to offer virtual cards to online travel agents (OTAs). Through this partnership, OTAs can now take advantage of the Mastercard Wholesale Program, which aims to lower expenses and improve payment efficiency in the travel industry, which is expected to generate USD 1.5 Trillion in revenue by 2027. By enabling OTAs to issue virtual cards, the program makes supplier payments easier and may even boost conversion rates.

Europe Online Travel Market Report Coverage:

Report Features	Details
Base Year of the Analysis	2025
Historical Period	2020-2025
Forecast Period	2026-2034
Units	Billion USD
Scope of the Report	Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Future Market Assessment: Booking Type Platform Country
Booking Types Covered	Air Ticketing, Hotels and Packages, Bus Ticketing, Railway Ticketing and Others
Platforms Covered	Desktop, Mobile
Regions Covered	Germany, France, United Kingdom, Italy, Spain, Others
Customization Scope	10% Free Customization
Post-Sale Analyst Support	10-12 Weeks
Delivery Format	PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Questions Answered in This Report:

How has the Europe online travel market performed so far and how will it perform in the coming years?
What is the breakup of the Europe online travel market on the basis of booking type?
What is the breakup of the Europe online travel market on the basis of platform?
What are the various stages in the value chain of the Europe online travel market?
What are the key driving factors and challenges in the Europe online travel market?
What is the structure of the Europe online travel market and who are the key players?
What is the degree of competition in the Europe online travel market?

Key Benefits for Stakeholders:

IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Europe online travel market from 2020-2034.
The research report provides the latest information on the market drivers, challenges, and opportunities in the Europe online travel market.
Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Europe online travel industry and its attractiveness.
Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.

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