Private Accommodation in Europe - ITB Kongress€¦ · standard for segmentation, sizing,...
Transcript of Private Accommodation in Europe - ITB Kongress€¦ · standard for segmentation, sizing,...
Private Accommodation in EuropeDirk Rogl, Research Analyst, Europe, Phocuswright Inc.
8 March 2018
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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.
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What‘s newin Europe?
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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
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Private Accommodation …Any home, or space within a home
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… it‘s holiday homes …
Source: Phocuswright Inc.
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… it‘s urban rentals …
Source: Phocuswright Inc.
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… it‘s the end of alternative accommodation.
Source: Phocuswright Inc.
© 2018 Phocuswright Inc. All Rights Reserved.
The Distribution Mix: Surprisingly NewOnline Private Accommodation Gross Bookings in Europe (€B) and Share (%), 2010-2020
Source: Phocuswright’s Private Accommodation in Europe: 2010-2020
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2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Online Offline
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The Management Method: Very PrivatePrivate Accommodation Gross Bookings Share by Management Method, 2010, 2015 and 2020
Source: Phocuswright’s Private Accommodation in Europe: 2010-2020
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50%
100%
2010 2015 2020
VRMC
RBO
CAGR
VRMC 1%
RBO 11%
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How aboutGermany?
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The Demand: Very GermanShare of European Private Accommodation Market by Country, 2016
Source: Phocuswright’s Private Accommodation in Europe: 2010-2020
Germany
U.K.
France
Italy
Spain
Rest of Europe
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The Online Gap: Very German (and Spanish)Rental Payment Method, Online vs. Offline
Source: Phocuswright’s Private Accommodation in Europe: 2010-2020
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100%
2011 2016 2011 2016 2011 2016 2011 2016 2016
France Germany Spain U.K. Italy
Online Offline
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An Airbnb Effect? Not that German At All.Rental Booking Site Used for the Last Trip
Source: Phocuswright’s Private Accommodation in Europe: 2010-2020
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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
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Airbnb vs. Hotels: Total App Downloads
Source: Phocuswright & Apptopia: The Travel App Landscape
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101520253035404550
Airbnb Hotel Brands
Cum
ulat
ive
Dow
nloa
ds (M
)
WyndhamClub CarlsonBest WesternChoice HotelsHyattSPGIHGMarriottHiltonAccor
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How’d they do it?
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Easy
Source: Airbnb
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Beautiful
Source: Airbnb
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Bookable
Source: Airbnb
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The Host is the Lynchpin
Source: Airbnb
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The Airbnb traveler:Different trip motivations
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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
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Tours and Activities: The Next Big Thing
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“
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Let‘s talk!@ITB Kongress8 March 2018
Dirk RoglResearch Analyst, Europe Phocuswright [email protected]