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In 2007, private consumers in Germany spent 45.3 bn Euro in the
Business-to-Consumer (B2C) field via the internet. Compared to the year 2006
(37.8 bn), this means an increase of scarcely beyond 19 %. Especially intersting
herewith is the question how these 45.3bn Euro are distributed in the particular
branches of trade. One of the most successful branches of the economy on the
internet is tourism. In 2007, Germany’s business volume achieved through
touristic services on the internet (B2C and B2B) was already at 14.81 bn Euro.
Adding out the part of business travels (B2B), which has been stable at a bit
more than 30 % for years, the importance of tourism in the web becomes obvious.
With 10.42 bn Euro, the “touristic B2C online volume” constitutes almost a
quarter (23,0 %) of all privately generated business volumes in Germany. Thereby,
77,0 % (in 2006: 76,3 %) of achieved B2C-revenues in Germany 2007 via the
internet are generated by non-touristic products, as for example books, CDs,
clothes etc.
Thus, tourism as branch of trade is still the biggest generator of online volume,
previous to the branches clothing, books as well as PC-accessories. Although the
number of books and CDs sold on the internet is a larger one, the revenues of
tourism in the internet are clearly higher. Hereby results the dominating part
of this branch in the B2C-pie. In comparison to 2006 the part of the touristic
business in the E-Commerce-piedeclined again marginally about 0,7 % - points,
which particularly results from the above average growing sortiment of different
products that can be bought in the internet. Nevertheless – or precisely because
the sortiment over all branches is widening – tourism as a whole still presents
the largest branch of trade in private consumer E-Commerce in Germany and is
going to keep this position for the next few years. In the last years, the
touristic B2C-Online share of sales in Germany is alternating in the range
between about 20 % to 27 %.
The aim of the annual market research about “Web-Tourism” is to document the
current state of “E-Commerce in tourism” in Germany and to compare it with the
results of the preceding years.
 article „German B2C turnover in 2006“
article
„Online-Tourism 2007“
short introduction „Web-Tourismus 2008“
(only in German)
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