Europe Online Travel Market Forecast by 2033

Market Size in 2024: USD 142.65 Billion
Market Forecast in 2033: USD 333.61 Billion
Market Growth Rate 2025-2033: 9.90%

The Europe online travel market is projected to surge from USD 142.65 billion in 2024 to USD 333.61 billion by 2033, registering a CAGR of 9.90%. Mobile-first booking, AI-driven personalisation and sustainable-travel demand are converging to make digital platforms the dominant channel for European travellers.

Growth Drivers Powering the European Online Travel Market

Mobile-First Booking and App-Based Convenience

More than 55% of travel transactions in Europe are made through mobile devices. Gen-Z and Millennial users are one-tap booking and digital wallet adoption leaders. Thus, OTAs such as Booking.com and eDreams have stated that apps with Apple and Google Pay integration have 30% more conversions, while a simplified checkout leads to a drop in abandonment of <8%. As the 5G footprint reaches 70% of the EU, hotel AR previews and live-chat concierge are coming from the desktop to mobile, putting the pocket next to the traveler.

AI-Driven Personalisation and Dynamic Packaging

Artificial intelligence works with data from users’ past queries, weather conditions, and netizens’ sentiment towards the chosen destination to provide personalized travel plans in the blink of an eye. The use of generative-AI trip planners by Expedia led to an average basket value uplift of 18% by 2025. At the same time, the "Compass" project of the German airline calculates combinations of flight, hotel, and sport offsets to deal with the carbon footprint of the passenger according to the flight pattern persona. The dynamic pricing justifications change supply every 15 minutes, which grants the unlocking of the marginal demand by the vertical free-to-use platforms, thus, they can increase margin per booking by 12-15%.

Sustainable-Travel Demand and Green OTAs

Sixty-two percent of European travellers now incorporate sustainability as a factor when deciding what to buy, motivating platforms to add eco-filters, carbon calculators, and “green badge” accommodations. The 2024 Sustainable Travel report is based on Booking.com data and indicates that properties with third-party sustainability certification see a 23% increase in booking rates and are capable of commanding an 8% price premium. Travalyst is a new player that collects only clean energy suppliers’ data to offer the most eco-friendly accommodations and attract travelers who are concerned about the environment and the platform’s higher revenue is justified based on their take rates.

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Europe Online Travel Market Segmentation

Booking Type Insights:

• Air Ticketing
• Hotels and Packages
• Bus Ticketing    
• Railway Ticketing
• Others

Platform Insights:

• Desktop
• Mobile

Country Insights:

• Germany
• France
• United Kingdom
• Italy
• Spain
• Others

Competitive Landscape

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Europe Online Travel Market News

• March 2025: Booking.com launched an AI-powered “Sustainable Stays” filter that ranks accommodations by verified carbon footprint, available across 19 EU languages.
• February 2025: TUI Group partnered with Deutsche Bahn to bundle rail tickets with city-break packages, targeting low-carbon leisure travel in Germany and Austria.
• January 2025: eDreams ODIGEO expanded its Prime subscription to include carbon-offset credits for every flight booked, adding 400,000 new members in Q1.
• December 2024: Expedia Group introduced a generative-AI trip planner that creates multi-city itineraries in under 60 seconds, boosting mobile-app engagement by 22%.

Key highlights of the Report:

• Market Performance (2019-2024)
• Market Outlook (2025-2033)
• COVID-19 Impact on the Market
• Porter’s Five Forces Analysis
• Strategic Recommendations
• Historical, Current and Future Market Trends
• Market Drivers and Success Factors
• SWOT Analysis
• Structure of the Market
• Value Chain Analysis
• Comprehensive Mapping of the Competitive Landscape

Note: If you need specific information that is not currently within the scope of the report, we can provide it to you as part of the customization.

About Us:

IMARC Group is a global management consulting firm that helps the world’s most ambitious changemakers to create a lasting impact. The company provide a comprehensive suite of market entry and expansion services. IMARC offerings include thorough market assessment, feasibility studies, company incorporation assistance, factory setup support, regulatory approvals and licensing navigation, branding, marketing and sales strategies, competitive landscape and benchmarking analyses, pricing and cost research, and procurement research.

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