Travel And Tourism in Denmark
Euromonitor International's Travel And Tourism in Denmark report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.
Buy online to access strategic market analysis and an interactive statistical database of market size data for travel accommodation, transportation, car rental, travel retail, tourism attractions and health and wellness tourism, tourism inflows and outflows, tourism spending and company and brand shares.
Tables: 106 | Publication date: Nov 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic; Tourism flows inbound; Tourism flows outbound; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail
Executive summary
Growth continues to slow down
The financial crisis that hit Denmark at the end of the summer of 2008 shook the country’s travel industry. During the autumn, several players went bankrupt, incoming tourism levels dropped and outbound and domestic growth slowed down. The tourism industry is suffering from the low levels of incoming tourism, affecting all sectors of the business.
The decreasing figures had a strong impact on the accommodation sector, where foreign guest nights are crucial to the business that decreased heavily in value. Value sales of travel retail products continued to increase in 2008, but at a lower rate compared to the previous year, causing a dent in the travel industry’s bottom line, as income was not as high as expected. The economic turmoil did not have such a big impact as might have been expected on outbound travel. The steady growth was fuelled by the Danish consumer’s increased appetite for charter travel.
New strategy from Visit Denmark
Visit Denmark took proper action during 2008, realising that the decreasing levels of incoming tourism needed affirmative action. Via newspaper articles, blogs and other interactive media Visit Denmark found that foreigners see Denmark as an unfriendly place, in direct contrast to how Danes perceive themselves.
The response from Visit Denmark is to try and erase the old way of marketing Denmark, i.e. as a quiet old kingdom with red cottages and green fields throughout the country, and instead focus on extending tourism to an all-year-round business as well as elevating niches in the outdoor sector and emphasise modern Danish urban life. Online social media, like Facebook, YouTube and Twitter, will play a big part as Visit Denmark modernises its approach.
Bankruptcies and consolidation
The biggest players in accommodation, travel retail and air traffic retained their leading positions. However, the Danish market for online sales is still emerging, enabling new players to enter the field and to gain market share. The sector with the biggest developments during 2008 was the airline business, where tough competition amongst low cost carriers led to lower prices that, in combination with rising fuel costs, finally knocked Sterling Airlines out of the market.
In other sectors, such as travel retail, a number of players went bankrupt and several mergers took place, like the alliance between Apollo and FolkeFerie. In the travel retail sector, Via Travel holds the largest value share, while in the hotel sector the Scandinavian chain Scandic continues to lead.
Charter players double their online sales during the review period
Booking through online intermediaries and direct suppliers has been the fastest growing method of booking during the review period. Charter players for instance doubled their online sales during the review period. The high internet penetration in Denmark in combination with the fact that younger generations, brought up with the internet, are starting to book and buy travel products, boosts sales. Low cost carriers, which sell all their products online, were also a key reason for the fast growth in online sales.
Uncertainty lies ahead
The future is uncertain. The effects that the global financial crisis is going to have on the travel industry are yet to be seen, but a slow recovery is to be expected after a worsening situation during the next few years. Stagnation is expected in sectors such as incoming tourism receipts and accommodation. Inbound travel is expected to stagnate over the forecast period, but outbound and domestic travel will grow slowly.
A better performance is expected from the spa sector, where an increased number of players and products are likely to push prices downwards and thus attract an even broader audience.
Table of contents
TRAVEL AND TOURISM IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth continues to slow down
New strategy from Visit Denmark
Bankruptcies and consolidation
Charter players double their online sales during the review period
Uncertainty lies ahead
KEY TRENDS AND DEVELOPMENTS
Economic Indicators
Legislative Environment – Visa Legislation
Legislative Environment – Government tourism policy
Sustainable Tourism
Consumer Lifestyles
Low Cost Carriers
Emerging Niche Sectors
Internet Developments
TERRORISM AND SECURITY
LEAVE ENTITLEMENT
CONSUMER DEMOGRAPHICS
BALANCE OF PAYMENTS
MARKET INDICATORS
Table 1 Leave Entitlement: Volume 2005-2008
Table 2 Holiday Demographic Trends 2003-2008
Table 3 Holiday Takers by Sex 2003-2008
Table 4 Holiday Takers by Age 2003-2008
Table 5 Length of Domestic Trips: 2003-2008
Table 6 Length of Outbound Departure: 2003-2008
Table 7 Seasonality of Trips 2005-2008
MARKET DATA
Table 8 Balance of Tourism Payments: Value 2003-2008
DEFINITIONS
Tourism parameters
Travel accommodation
Transportation
Car rental
Travel retail
Tourist attractions
Health and wellness
Internet sales
Internet sales: dynamic packaging
Internet sales: traditional package holiday
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
CAB INN HOTELS A/S - TRAVEL AND TOURISM - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cab Inn Hotels A/S: Key Facts
Summary 3 Cab Inn Hotels A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Cab Inn Hotels A/S: Competitive Position 2008
CIMBER AIR-HOLDING A/S - TRAVEL AND TOURISM - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cimber Air-Holding A/S: Key Facts
Summary 6 Cimber Air-Holding A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Cimber Air-Holding A/S: Competitive Position 2008
LEGOLAND A/S - TRAVEL AND TOURISM - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Legoland A/S: Key Facts
Summary 9 Legoland A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 LEGOLANDA/S: Competitive Position 2008
STAR TOUR A/S - TRAVEL AND TOURISM - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Star Tour A/S: Key Facts
Summary 12 Star Tour A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Star Tour A/S: Competitive Position 2008
TRAVELMARKET DK - TRAVEL AND TOURISM - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Travel Market DK: Key Facts
Summary 15 Travel Market DK: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Travel Market DK: Competitive Position 2008
TOURISM FLOWS INBOUND IN DENMARK
HEADLINES
TRENDS
COUNTRY OF ORIGIN
INBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
CITY ARRIVALS
INCOMING TOURIST RECEIPTS BY COUNTRY
PROSPECTS
SECTOR DATA
Table 9 Arrivals by City in Denmark 2007/2008
Table 10 Arrivals by Country of Origin: 2003-2008
Table 11 Leisure Arrivals by Type 2005-2008
Table 12 Business Arrivals: MICE Penetration 2005-2008
Table 13 Arrivals by Method of Transport: 2003-2008
Table 14 Arrivals by Purpose of Visit: 2003-2008
Table 15 Incoming Tourist Receipts by Country: Value 2003-2008
Table 16 Tourism Expenditure by Sector: Value 2003-2008
Table 17 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005-2008
Table 18 Forecast Arrivals by Country of Origin: 2008-2013
Table 19 Forecast Arrivals by Method of Transport: 2008-2013
Table 20 Forecast Arrivals by Purpose of Visit: 2008-2013
Table 21 Forecast Incoming Tourist Receipts by Country: Value 2008-2013
TOURISM FLOWS OUTBOUND IN DENMARK
HEADLINES
TRENDS
DESTINATIONS
OUTBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
OUTGOING TOURIST EXPENDITURE BY COUNTRY
PROSPECTS
SECTOR DATA
Table 22 Departures by Destination: 2003-2008
Table 23 Leisure Departures by Type 2005-2008
Table 24 Business Departures: MICE Penetration % Breakdown 2005-2008
Table 25 Departures by Method of Transport: 2003-2008
Table 26 Departures by Purpose of Visit: 2003-2008
Table 27 Outgoing Tourist Expenditure by Country: Value 2003-2008
Table 28 Outgoing Tourist Expenditure by Sector: Value 2003-2008
Table 29 Method of Payments for Outgoing Tourism Spending: % Breakdown 2005-2008
Table 30 Forecast Departures by Destination: 2008-2013
Table 31 Forecast Departures by Method of Transport: 2008-2013
Table 32 Forecast Departures by Purpose of Visit: 2008-2013
Table 33 Forecast Outgoing Tourist Expenditure by Country: Value 2008-2013
TOURISM FLOWS DOMESTIC IN DENMARK
HEADLINES
TRENDS
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
DOMESTIC TOURIST EXPENDITURE
PROSPECTS
SECTOR DATA
Table 34 Domestic Trips by Destination: 2003-2008
Table 35 Domestic Trips by Purpose of Visit and by Method of Transport: 2003-2008
Table 36 Domestic Tourist Expenditure: Value: 2003-2008
Table 37 Method of Payments for Domestic Tourism Spending: % Breakdown 2005-2008
Table 38 Forecast Domestic Trips by Purpose of Visit and by Method of Transport: 2008-2013
Table 39 Forecast Domestic Tourist Expenditure: Value: 2008-2013
TRAVEL ACCOMMODATION IN DENMARK
HEADLINES
TRENDS
HOTELS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Hotel Performance in Denmark 2007/2008
Table 41 Travel Accommodation Sales by Sector: Value 2003-2008
Table 42 Travel Accommodation Outlets by Sector: Units 2003-2008
Table 43 Travel Accommodation by Sector: Number of Rooms 2003-2008
Table 44 Regional Hotel Parameters 2008
Table 45 Travel Accommodation Sales: Internet Transaction Value 2003-2008
Table 46 Hotel National Brand Owners by Market Share 2004-2008
Table 47 Hotels National Brand Owners by Key Performance Indicators 2008
Table 48 Forecast Travel Accommodation Sales by Sector: Value 2008-2013
Table 49 Forecast Travel Accommodation Outlets by Sector: Units 2008-2013
Table 50 Forecast Travel Accommodation Sales: Internet Transaction Value 2008-2013
TRANSPORTATION IN DENMARK
HEADLINES
TRENDS
AIRLINES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Transportation Sales by Sector: Value 2003-2008
Table 52 Airline Capacity: 2003-2008
Table 53 Airline Utilisation: 2003-2008
Table 54 Airline Passengers Carried by Distance: % Breakdown: 2003-2008
Table 55 Transportation Sales: Internet Transaction Value 2003-2008
Table 56 Airline Market Shares 2004-2008
Table 57 Airlines National Brand Owners by Key Performance Indicators 2008
Table 58 Forecast Transportation Sales by Sector: Value 2008-2013
Table 59 Forecast Transportation Sales: Internet Transaction Value 2008-2013
CAR RENTAL IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Car Rental Sales by Sector and Location: Value 2003-2008
Table 61 Structure of Car Rental Market: 2003-2008
Table 62 Average Car Rental Duration by Sector 2004-2008
Table 63 Average Car Rental Duration: % Breakdown 2004-2008
Table 64 Time of Booking: % Breakdown 2005-2008
Table 65 Car Rental Sales: Internet Transaction Value 2003-2008
Table 66 Car Rental Market Shares 2004-2008
Table 67 Car Rental National Brand Owners by Key Performance Indicators 2008
Table 68 Forecast Car Rental Sales by Sector and Location: Value 2008-2013
Table 69 Forecast Car Rental Sales by Sector: Internet Transaction Value 2008-2013
TRAVEL RETAIL IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
GROWTH SECTORS
PROSPECTS
SECTOR DATA
Table 70 Travel Retail Outlets by Sector: Units 2003-2008
Table 71 Travel Retail Products Sales: Value 2003-2008
Table 72 Travel Retail Sales by Destination: % Value Breakdown 2003-2008
Table 73 Travel Retail Online Sales by Sector: Internet Transaction Value 2003-2008
Table 74 Travel Retail Products Market Shares 2004-2008
Table 75 Travel Retail Products National Brand Owners by Key Performance Indicators 2008
Table 76 Forecast Travel Retail Outlets by Sector: Units 2008-2013
Table 77 Forecast Travel Retail Products Sales: Value 2008-2013
Table 78 Forecast Travel Retail Online Sales by Sector: Internet Transaction Value 2008-2013
TOURIST ATTRACTIONS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 79 Tourist Attractions Sales by Sector: Value 2003-2008
Table 80 Tourist Attractions Visitors by Sector: 2003-2008
Table 81 Tourist Attractions Sales: Internet Transaction Value 2003-2008
Table 82 Leading Tourist Attractions by Visitors 2003-2008
Table 83 Forecast Tourist Attractions Sales by Sector: Value 2008-2013
Table 84 Forecast Tourist Attractions Visitors by Sector: 2008-2013
Table 85 Forecast Tourist Attractions Sales: Internet Transaction Value 2008-2013
HEALTH & WELLNESS TOURISM IN DENMARK
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 86 Number of Hotel/Resort Spas: Units 2003-2008
Table 87 Health & Wellness Tourism Sales by Type: Value 2003-2008
Table 88 Spa Consumer Markets: Domestic Tourism 2005-2008
Table 89 Spa Consumer Markets: Arrivals 2005-2008
Table 90 Forecast Health & Wellness Tourism Sales by Type: Value 2008-2013