Private Accommodation in Europe - ITB Kongress€¦ · standard for segmentation, sizing,...

Private Accommodation in EuropeDirk Rogl, Research Analyst, Europe, Phocuswright Inc.

8 March 2018

© 2018 Phocuswright Inc. All Rights Reserved.

CopyrightAll Phocuswright Inc. publications are protected by copyright. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or

electronically distribute copyrighted material without explicit permission. You may not copy, reproduce, modify, republish, upload,

post, transmit or distribute electronically or otherwise, any Phocuswright report, which may include imagery that Phocuswright has

obtained through a Getty Images license, in any form or by any means without prior written permission from Phocuswright Inc. or

Getty Images. Any unauthorized use of the materials may violate copyright, trademark, and other applicable laws and could result in

criminal or civil penalties.

© Phocuswright


About PhocuswrightPhocuswright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, Phocuswright fosters smart strategic planning, tactical decision-making and organizational effectiveness. Phocuswright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Our marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior. Every day around the world, senior executives, marketers, strategists and research professionals from all segments of the industry value chain use Phocuswright research for competitive advantage.

To complement its primary research in North and Latin America, Europe and Asia, Phocuswright produces several high-profile conferences in the United States, Europe and Asia Pacific, and partners with conferences in China, Singapore and the United Arab Emirates. Industry leaders and company analysts bring this intelligence to life by debating issues, sharing ideas and defining the ever-evolving reality of travel commerce.The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.

Phocuswright is a wholly owned subsidiary of Northstar Travel Media, LLC.

What‘s newin Europe?


0

20

40

60

80

100

120

140

160

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Private Accommodation Hotels

Year 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

PA Share 25% 26% 26% 26% 26% 27% 27% 28% 29% 29% 30%

The Market: Not That New Any MoreOnline Private Accommodation Gross Bookings (€B) and Share (%), 2010-2020

Source: Phocuswright’s Private Accommodation in Europe: 2010-2020


Private Accommodation …Any home, or space within a home


… it‘s holiday homes …

Source: Phocuswright Inc.


… it‘s urban rentals …



… it‘s the end of alternative accommodation.



The Distribution Mix: Surprisingly NewOnline Private Accommodation Gross Bookings in Europe (€B) and Share (%), 2010-2020


0

10

20

30

40

50

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Online Offline


The Management Method: Very PrivatePrivate Accommodation Gross Bookings Share by Management Method, 2010, 2015 and 2020


0%

50%

100%

2010 2015 2020

VRMC

RBO

CAGR

VRMC 1%

RBO 11%


How aboutGermany?


The Demand: Very GermanShare of European Private Accommodation Market by Country, 2016


Germany

U.K.

France

Italy

Spain

Rest of Europe


The Online Gap: Very German (and Spanish)Rental Payment Method, Online vs. Offline


0%

20%

40%

60%

80%

100%

2011 2016 2011 2016 2011 2016 2011 2016 2016

France Germany Spain U.K. Italy

Online Offline


An Airbnb Effect? Not that German At All.Rental Booking Site Used for the Last Trip


0%

10%

20%

30%

40%

50%

France Germany Italy Spain U.K.

OTAs Airbnb TripAdvisor brands HomeAway brands VR portals/meta PM brands

© 2018 Phocuswright Inc. All Rights Reserved.Source: Travel Weekly

The RealAirbnb Effects


Airbnb vs. Hotels: Total App Downloads

Source: Phocuswright & Apptopia: The Travel App Landscape

05

101520253035404550

Airbnb Hotel Brands

Cum

ulat

ive

Dow

nloa

ds (M

)

WyndhamClub CarlsonBest WesternChoice HotelsHyattSPGIHGMarriottHiltonAccor


Easy

Source: Airbnb


Beautiful

Source: Airbnb


Bookable

Source: Airbnb


The Host is the Lynchpin

Source: Airbnb


The Airbnb traveler:Different trip motivations



It‘s not all about accommodation.

“„Das Produkt, das sie heute von Airbnb kennen, wird in Zukunft nur

noch die Minderheit unseres Umsatzes ausmachen“

Brian Chesky, Bloomberg TV, Oktober 2017


Tours and Activities: The Next Big Thing


“


Let‘s talk!@ITB Kongress8 March 2018

Dirk RoglResearch Analyst, Europe Phocuswright [email protected]

Private Accommodation in Europe - ITB Kongress€¦ · standard for segmentation, sizing,...

Documents

Transcript of Private Accommodation in Europe - ITB Kongress€¦ · standard for segmentation, sizing,...