According to a recently published report, "Netstudy Travel Industry 2009" by Peter Hellman & Alf Hedlund,  E-marketing is increasingly important. The travel industry´s online business has grown tremendeously from SEK 10 billions 2005 to SEK 25 billions 2007. Travel is the fastest growing sector of all online business and stands for 30% of total e-business in Europe (turnover online travel agencys, in SEK, below).

Consumer behaviour is now rapidly changing. 90% starts their journey on internet, but it´s no longer enough with information on a website or sales of products and services. The third wave goes beyond networking: social media marketing. To be visible, contribute and interact in almost real time in such an engaging way that customers identify themselves with your company and contribute to the content.

The online trend is boosting all over Europe. The market fo online travel had a turnover of €49,4 Bn 2007. Great Britain and Germany stands for almost half of it together, which indicates that Swedish tourism enterprises aiming for this market at least has to consider translating their websites. But that´s just a start.

When the use of internet increases - 1 billion users already back in 2006 - the search engines role becomes more important and you need competence and  an e-marketing strategy to be successful. Read the full report here (swedish only)  nätstudie_resebranschen_2009.pdf