INDUSTRIES & MARKETS

Package Holidays:
market data & analysis
Market Insights report

2023
 Table of Contents

Overview Appendix
Summary 5 Product Overview 21
Market Definition 6 Author 22
Key Takeaways 7

Market Numbers
Revenue 9
ARPU 12
Users 15
Sales Channels 18
Penetration rate 19

2
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CHAPTER 1

Overview
 The Package Holidays market demonstrates a dynamic ability to adapt to the
evolving needs of customers
Overview: Summary

Summary

Package Holidays represent the second largest of the Travel & Tourism
markets. The substantial market size is attributed to comparably higher
prices that encompass all essential services, including travel, transfer,
and full accommodation. This stands in contrast to the other Travel &
Tourism markets.
From the middle of the 20th century to the early 2000s, package tours
used to be the main form of vacations booked since they are regarded
as one of the most convenient ways to plan vacations, especially for
longer trips to destinations far from one’s home. However, due to the
increasing internet penetration, independent travel became more
popular, competing with package holidays.
flexible options, allowing customers to tailor their holiday packages
according to their preferences. This flexibility has contributed to the
enduring appeal of package holidays as a vacation choice.
The rising internet and smartphone usage greatly benefits customers. It
is both convenient and time-saving to book vacations online, eliminating
the need for travel agency visits and allowing bookings around the clock.
Instant confirmations are available, facilitated by stored credit card
information on various platforms. Smartphone bookings gain traction
due to increasing penetration and customer are becoming more
accustomed to making online and mobile payments.

Nevertheless, package holidays continue to enjoy popularity, partially

driven by operators expanding their offerings to meet new customer
demands. Operators have started promoting package holidays with

Sources: Statista Market Insights 2023

 Package Holidays might be the most convenient way of booking vacations
Overview: Market Definition

Market definition

The Package Holidays market comprises of travel deals booked via online and
offline travel agencies (e.g., Opodo, Expedia), directly from a tour operator (e.g.,
TUI) in a travel agency or by telephone. Package holidays normally contain travel
and accommodation sold for one price, although optional further provisions can
be included such as catering and tourist services. The booking volume includes all
booked travels made by users from the selected region, independent of the
departure and arrival. Users represent the number of travelers. The scope
includes domestic and outbound travel.

Sources: Statista Market Insights 2023

 Package Holidays accounted for 31.18% of the Travel & Tourism market revenue
in 2022
Overview: Key Takeaways and in scope / out of scope

Key Takeaways
In scope Out of scope
Revenue in the Package Holiday market is projected to reach US$281.40bn in 2023.
This segment includes: This segment excludes:
Revenue is expected to show an annual growth rate (CAGR 2023-2027) of 3.78%,
resulting in a projected market volume of US$326.40bn by 2027. • Contains travel and • Non-packaged travel bookings
accommodation, further provisions
In the Package Holiday market, the number of users is expected to amount to
can be included such as catering and
0.57bn users by 2027. tourist services
User penetration is projected to be 6.7% in 2023 and 7.2% by 2027.

The average revenue per user (ARPU) is expected to amount to US$0.54k.

In the Package Holiday market, 73% of total revenue will be generated through
online sales by 2027.

In global comparison, most revenue will be generated in China (US$49,650.00m in

2023).

Sources: Statista Market Insights 2023

CHAPTER 2

Market Numbers
 Package Holidays revenues are estimated to increase at a CAGR(1) of 3.0% from
2017 to 2027
Market Size: Global

Revenue forecast in billion US$

319.6 326.4
+3.0%(1) 311.2
301.8
281.4
250.1 255.8
243.3
223.7

164.3

110.3

2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

9 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 With revenues of US$ 101.3 billion, Europe is the biggest market among
selected regions in 2022
Market Size: Regional Comparison (1/2)

Revenue forecast in billion US$

+5.5%(1)
+12.9%(1)
132.3
124.9

101.3

+4.2%(1)
68.2
55.3
44.9
+10.3%(1) +6.0%(1)

5.3 8.6 4.5

3.4

2022 2027 2022 2027 2022 2027 2022 2027 2022 2027
Europe Africa Americas Asia Australia

10 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 With revenues of US$ 33.4 billion, Germany is the biggest market among
selected countries in 2022
Market Size: Regional Comparison (2/2)

Revenue forecast in billion US$

+17.1%(1)

71.5

+4.8%(1)

42.4 +3.2%(1)

33.4 32.5 30.8

26.3 +5.0%(1)
0.0%(1)
14.0
11.0 9.2 9.2

2022 2027 2022 2027 2022 2027 2022 2027 2022 2027

Germany China United States Spain Japan

11 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 Package Holidays average revenue per user (ARPU) is estimated to increase
from 2017 to 2027
Market Size: Global

ARPU forecast in thousand

0.60 0.56 0.57

0.54 0.54 0.54 0.55
0.55 0.51 0.52
0.47 0.48 0.48
0.50
0.45
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0.00
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

12 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 Australia has the biggest value for Package Holidays average revenue per user in
2027
Market Size: Regional Comparison (1/2)

ARPU forecast in thousand

1.1 1.01 1.01 1.01 1.02 1.02 1.02

0.98 0.99 1.00 1.00
0.97
1.0
0.94 0.96 0.97 0.98 0.98
0.9 0.91 0.93
0.88 0.88 0.90
0.86
0.8
0.7
0.57 0.57 0.58 0.57 0.58 0.58 0.58 0.59
0.6 0.53 0.54 0.54
0.5 0.41
0.39 0.40
0.36 0.37
0.4 0.33 0.34
0.29 0.31
0.28 0.28
0.3
0.22 0.22 0.22 0.23 0.23 0.23 0.24 0.24 0.24
0.2 0.21 0.21
0.1
0.0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
Africa Americas Asia Australia Europe

13 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 With an average revenue per user of US$ 1.3, Germany is the biggest market
among selected countries in 2022
Market Size: Regional Comparison (2/2)

ARPU forecast in thousand

1.34 1.35 1.36 1.37 1.37

1.4 1.31 1.30 1.31 1.33
1.28 1.29
1.33 1.35 1.36 1.37 1.37
1.30 1.28 1.29 1.31 1.32
1.2 1.26 1.09 1.10 1.11 1.12 1.12
1.04 1.06 1.07
1.00 1.01 1.03
1.0

0.8
0.63 0.63 0.62 0.61 0.60 0.59 0.59 0.58 0.58 0.58 0.58
0.6
0.48 0.50
0.44 0.46
0.4 0.38 0.41
0.33 0.36
0.29 0.29 0.31
0.2

0.0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
China Germany Japan Spain United States

14 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 Package Holidays users are estimated to increase from 2017 to 2027
Market Size: Global

Users forecast in millions

600 562.7 568.7 573.6

556.0
550 518.4 522.9 528.1 517.5
500
450 414.7
400
350 314.7
300
217.6
250
200
150
100
50
0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

15 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 Asia has the biggest number of Package Holidays users in 2027
Market Size: Regional Comparison (1/2)

Users forecast in millions

350
295.9 300.1 303.5
291.2
300 271.4 273.5
269.8
255.3
250
201.7
200
155.3
150 129.6 130.7 131.9 132.3 133.2 133.8 134.2 134.5
113.7
83.4 108.6
87.8 88.7 89.6 55.0 92.5 93.1 93.5 93.9 94.2
100 55.2 77.0
35.8
50 27.9 31.8 32.8 33.9 34.9 35.8
26.3 27.1 23.2
17.4
10.8
0
3.9 4.0 4.1 1.6 2.8 3.3 4.3 4.4 4.4 4.4 4.4
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
Africa Americas Asia Australia Europe

16 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 With 84.6 million users, China is the biggest market among selected countries in
2022
Market Size: Regional Comparison (2/2)

Users forecast in millions

150 141.1 143.2

136.2 138.8
127.3 127.5 127.9
120.2

100
84.6
74.0
57.9
30.2
30.3 30.5 27.3 30.8 30.9 31.0
50 26.6 30.4 18.3 25.2
26.8 27.3 30.7 27.4 27.4
26.9 13.3 16.9 24.4 27.4
15.7 15.7 15.8 15.8 15.8 15.8
15.8 11.7 15.5
9.8 15.8
7.3

0 8.6 5.9 8.3 10.1 10.2 10.2 10.2 10.2

8.9 9.2 3.8
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

China Germany Japan Spain United States

17 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 In the Package Holidays market, online shares of Sales Channels reached
64% in 2022
Further Market Analysis

Share of Sales Channels in the Package Holidays market in 2022

100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%

30% 28% 27%

36% 34% 32%
41% 39% 37%
45% 43%

70% 72% 73%

64% 66% 68%
59% 61% 63%
55% 57%

2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
Online revenue share
Offline revenue share

18

Sources: Statista Market Insights 2023

 Penetration rate for Package Holidays is particularly high in Germany but also in
Denmark
Penetration Rate: Worldwide Comparison

User penetration rate per country in 2022 in %

1. Germany 0.30

2. Denmark 0.30

3. Austria 0.27

4. Sweden 0.24

5. Czechia 0.23

low high no data

19

Sources: Statista Market Insights 2023

CHAPTER 3

Appendix
 STATISTA MARKET INSIGHTS

Market Insights – market data,

forecasts, and qualitative insights
Gain a better understanding of markets across 190+ geographical entities – on
a global, regional, country, and/or state level. Access our data via web
interface, download (XLS, PDF, PPT), or reports. Benefit from our 48-hour
customer service guarantee.

• 10 sectors: advertising & media, consumers, countries, digital sector,

finance, health, industrial sector, mobility, and technology
• 1,000+ markets, e.g., FinTech, Food, or Robotics
• KPIs, e.g., revenue, market shares, prices, and volume
• Features: Compare countries & regions, change currencies, select
visualizations, and/or customize downloads
• Use cases: sales planning, investment decision support, resource
allocation, and portfolio management

10 190+ 1,000+ 400+

Find out more on: sectors geographical markets reports
Go to Market Insights https://www.statista.com/outlook/
entities

21
 Author

Saskia Morwinsky

Junior Analyst

saskia.morwinsky@statista.com

Saskia Morwinsky studied Social Sciences (B.A.) and Demography (M.Sc.) in Rostock,
Germany, and Barcelona, Spain. Before joining Statista, she was affiliated with
renowned demographic research institutes, where she worked on quantitative
research projects. Furthermore, she worked at an insurance company where she
was responsible for data processes, among other things. Currently, at Statista,
Saskia Morwinsky is product owner of the Travel & Tourism and Shared Mobility
markets within the mobility topic as part of the Market Insights.

22
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