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2012/05/22 18:37:36

Online tourism, Online-Travel (market of Russia)

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Content

Market participants

Armoring of tickets

  • Ticket.yandex.ru
  • Skyscanner

Hotel booking

Universal

2016

740 billion rub (+34%) - the volume of online sales of tourist services in the Russian Federation

In structure of the market more than 50% of sales volumes are the share of air tickets, following on the importance became the segment of train tickets which sales via online channels made 20%. 16% of the market are the share of armoring and purchase of rooms in hotels on the Internet, another 3% made sales of tours.

A half of money of the market are the share of air tickets

Among the most quickly growing market segments at the end of 2016 there were sales of train tickets.

For 2016 the share of electronic sales of tickets at the Russian Railway and FPC (the segment of the distant message is estimated) increased by 38%, all was implemented by 41 million tickets. The volume of online sales was 120 billion rubles, having shown growth by 53%. In total at the end of 2016 by the companies it was sold tickets for the amount of 203 billion rubles. For the first time since 2012 the number of the transported passengers in long distance trains increased, having made 101.4 million passengers.

In a segment of sale of air tickets not the online agencies, but airlines most successfully felt. So, according to a research, the sales volume of Biletix was 19 billion rubles at the end of 2016, having shown decline by 7%, Ozon Travel — 23 billion rubles, having shown decline by 8% in comparison with 2015. At the same time the Aeroflot group in 2016 increased direct sales of tickets for 41% (all those made 122 billion rubles), S7 airline — by 65% (41 billion rubles).

Airlines expand online audience, than booking systems quicker, note in Data Insight. Besides, believe in research company, trust to carriers at buyers above, besides, OTA do not sustain the competition at the price because of an agency fee.

In spite of the fact that sales of tours online for the present make a small market share of an online travel, in the future designate to this segment big growth.

According to a research, at the beginning of 2016 the record share of in-Russian transportations was observed: the last made 65% of the total amount of a passenger traffic of the Russian airlines. However then the trend declined. In comparison with 2015 the number of passengers, travelers abroad grew by 33% (without the message with the CIS countries).

It was reduced at the end of 2016 and inbound tourism flow: falling was 6% (totally on top-50 to foreign countries), including for the 4th quarter of year falling in 16% was necessary.

At the same time in Russia only an insignificant part of the population still travels. According to joint survey of PayPal and DataInsight "The market of online commerce and payments in Russia: trends, analytics, perspectives" (February, 2016), carried out among active Internet users, for last 12 months of 36% of survey participants did not go anywhere, and another 38% went only across Russia.

Tutu.ru is in the lead on a scope

In 2016 in Russia the competition for the online consumer of tourist services just develops. Concentration level in the market of online services is still low, and there is a place for new players who will be able to offer the consumer unique experience.

Online services in the field of travel in Russia (on a scope):

Source: Given to the cross-media GfK panel, Saint. 2016

For more details see Tourism in Russia

2014

In June, 2014 the eDreams agency which is a part of the Odigeo group entered the Russian market.

2012

The useful presentation with a large number of interesting digits and forecasts

Market restrictions

According to researchers of PhoCusWright (May, 2012), otlichitelno feature of the market in general are double economic standards. On the one hand, in many branches of the economy the western models of products successfully are implemented, but at the same time we save a remaining balance of planned economy, compensation and technologies are in many respects lower than standards of the EU.

Also the market is badly affected by monopoly and conservatism of the state in the transport sphere, visa restrictions and mistrust of Russians to use of credit cards. The existing visa regime significantly constrains both outbound and entrance tourism. For an example, France accepts 80 million tourists a year, Spain of 60 million, Russia 2 million. If Russian authorities do not make more active efforts on change of visa policy in the nearest future, then considerable investments into internal tourism will pay off much longer, than was planned.

It is possible to refer not solvency of the population in regions (the greatest part of potential travelers is concentrated in the large cities) to internal problems and big percent of the population of a pre-retirement and retirement age.

The political instability in the region - for example, assumed falsifications of elections in Russia, has also negative effect on development of tourism industry.

The main conclusion which is drawn by researchers of PhoCusWright concerning Russia – "dinosaurs still govern the market". The list of participants of the Russian market globally did not change from the moment of its origin. The system of law has restrictive character, and does not support travel business.

As for market infrastructure, researchers of PhoCusWright say that in domestic market there are not enough hotels, the exception is made by Moscow and St. Petersburg. The placement market undeveloped, at us the innovation interpretations of the western models of lease of houses and apartments still badly get accustomed.

Possibilities of the market

In comparison with other countries, in Russia there is a number of positive premises for market development of online travel:

  • strong penetration Internet,
  • crisis in the market of package tourism,
  • stabler economic situation, than, for example, in Greece or Spain.

Researchers of PhoCusWright refer political isolation of the region in the past which, according to them, stimulates to positive factors both desire of Russians to go abroad, and interest in Russia from foreign tourists. In general, according to PhoCusWright, the forecast of development a wound can be estimated as positive. Researchers speak high growth rates in the near future.

2011

For 2011 the global share of the Russian tourist market makes 2.6%.

The volume of the tourist market of Eastern Europe in 2011 was $81.5 billion, the share of an online travel segment makes 7% or $5.7 billion. From the directions Egypt, Turkey, China and Finland are still in the lead, the number of armorings across Europe and Russia strongly increased. In the next several years the general growth of the tourist market will slow down. But, according to forecasts of analysts, Internet sales will grow by 27% and 26% respectively.

Russia represents 60% of the East European tourist market and 38% of online travel of the market, by 2013 shares will increase to 63% and 50%.

According to PhoCusWright, in Russia the middle class makes 17% or 25 million people, another 10% are a growing middle class. 15 million families have an annual income of 20,000 US dollars and above. In total 7% of the population are able to afford to go abroad.

By other estimates (April, 2012) the volume of the Russian market of online tourism by 2015 will grow by 2.5 times in comparison with 2011, to $10 billion. Increase in number of Internet users in Russia and growth of trust to e-commerce will become drivers of development. So far the share of Internet services of travel in the domestic tourist market makes only 7%.

Such forecast was submitted by the development director and the vice president of Amargo online travel agency Artem Pukhovsky at a press conference in the spring of 2012 devoted to results of the Russian industry of online tourism in 2011. Annually the market of online travel grows for 30-50% that does it by one of the most dynamic sectors of e-commerce, Artem Pukhovsky said.

"In 2011 the market of online tourism in Russia, according to Amargo, grew to $4.2 billion, this year volume will increase by 40% and will reach $6.09 billion, - Artem Pukhovsky reported. - According to the forecast of Mangrove Capital, the market of the Russian online tourism by 2015 will increase to $10 billion". More modest forecast for the same period sounds the Russian Union of Travel Industry - $8 billion.

According to Artem Pukhovsky, the tourist online market quickly develops thanks to increase in number of Internet users in Russia. Other factors – the growing trust to e-commerce and big readiness to use plastic cards for purchases on the Internet.

"Tourist and transport services continue to remain the main source of growth for all Internet trade. In structure of payments the share of tourist services occupies with bank cards more than 40%. At the same time people not just began to trust payments on the Internet - all of them more willingly make purchases on the Internet as it is always more profitable", - the founder of processing company ChronoPay Pavel Vrublevsky commented in a conversation with the reporter of ComNews (Media industry) on a situation in the e-commerce market.

The vice president of Amargo provided statistics on Europe: the regional size of the market of online tourism in 2011 was 44 billion euros ($58 billion). At the same time about 45% of the European tourist market are the share of network travel agencies, 55% - on traditional offline. In Russia the segment of online tourism in which lion share is made by services of armoring of air tickets and hotels occupies only 7% of the tourist market of the country so far.

Artem Pukhovsky refused to call financial performance of Amargo. However in materials of the press service of Internet tour operator it appears that in 2011 the average daily turnover of Amargo made 3 million rubles, i.e. an annual turnover of the company - about 1.1 billion rubles.

Yandex works in close contact with OTA (online etched the agencies), but is not ready to start own service of travel yet though the domain Yandex.travel is already registered. The most popular metasechy is Skyscanner. At the same time 25% of traffic from Russia to Skyscanner come from mobile devices. Russia is the third largest market after Scandinavia and the USA for one more large searcher of tickets – Momondo companies.

In 2011 on Russian tourist the Internet the market of a share are distributed as follows:

  • OEA (online etched the agencies) of 36%,
  • direct suppliers (airlines, railway carriers and hotels) 64%.

The share of air tickets makes 45% of them, hotels of 25%, railway transport of 14% and a share of package tours - 16%.

The Russian market was rather difficult for world OTA, local players dominate in the market. This trend will remain until the end of 2012. OTA continue to be guided by consumers for whom a pacing factor is the price, at the same time the last have no accurate attachments to a certain brand.

Growth of small travel agencies will continue to remain. Sellers of air tickets and hotels will remain the main segments of development. Segments of railway transport, car lease will develop, etc. poorly.

Leading companies in the Russian market are called:

  • Anywayanyday and Ozon.travel as global operators,
  • VIP Service and Agent.ru in a segment of air tickets,
  • Oktogo.ru in a hotel booking segment.

60% of all online of armorings in Russia fall to the share of Booking.com.

Traveller's portrait

Average age of 38 years, the higher education, holds executive positions, wants to try something new, on average one holiday abroad in a year, on average only two do a bit of traveling in a year, uses the Internet as the huge directory of goods and services, wants to have the smartphone.

The most part of trips in Russia is on sale through tour operators, about a half use the Internet for planning of travel, at the same time buy all the same offline. Low customization of services is the reason at high technologies. For the novice user it is still difficult for most to design a travel through an online service. There is no possibility of flexible search or a search capability according to inexact data. According to the research Oktogo.ru, 50% of armorings require participation of a support service.

Low interest of use of credit cards is one more reason at payment on the Internet. In Russia 13 million active credit cards (from 140 million people). By 2013 the number of users of cards will increase up to 22 million people.

Channels of electronic payments are distributed as follows:

  • 40% of credit cards,
  • 20% of electronic money,
  • 40% money transfers, including via special terminals (QIWI).