Price comparison sites will come of age in 2010 according to predictions for European online travel from PhocusWright.
Market intelligence from the research body suggests the fragmented market across Europe, as well as the increase in online shopping, will play into the hands of metasearch specialists.
PhocusWright also predicts online travel in Europe will increase to one-third of the total travel market next year again helped by the increase in consumers shopping around online for deals.
The research also predicts Germany’s share of the European online travel market will increase to 20% by 2011 while countries in Southern and Eastern Europe such as Poland will begin making their mark on online travel.