While overall market penetration of online sales was already high, the trend towards digitalisation in travel in Finland remained strong in 2017. As a result, online travel sales to residents grew by a healthy 5% in current value terms. This current value growth rate was slightly slower than the corresponding CAGR for the entire review period. This reflected increasing maturity, as did the fact that current value growth rates for individual categories within online travel sales to residents did not vary greatly. This level of maturity was in itself a sign of how booking travel products and services online has become the norm for most Finns in recent years.
Online travel sales to residents at constant 2017 prices are expected to grow at a CAGR of 3% over the forecast period, which would be moderately slower than the corresponding CAGR recorded during the review period. The projected slowdown in mainly explained by increasing maturity, though most categories are still some way off saturation point.
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