Travel in
Sweden

Country Report

Executive Summary

Sep 2019
The travel industry grows, fuelled by tourism board activity and currency devaluation

The Swedish travel industry continued to grow in 2019, driven mainly by a general increase in global travel, as well as the lower value of the Swedish krona, which helped attract tourists from abroad. The opening of new airline routes to Sweden and advertising campaigns by businesses and the Swedish Tourist Board also generated growth.

Online sales boom continues to cannibalise offline sales

Online travel sales in Sweden recorded another year of good growth in the vast majority of categories in 2019. Mobile sales increased in particular, as Swedes increasingly used smartphones.

An increasing focus on personal service

To gain a competitive edge, in 2018/2019 the focus by airlines and hotels was on improving online services, such as facilitating booking, payment and check-in/out, and making travelling easier. One of Sweden’s leading hotel chains, Clarion, has developed its Nordic Choice Hotel App, which, in addition to services such as self-check-in/out, also offers mobile keys and guest chat.

Sustainability the main topic

Environmental concerns around the carbon footprint of travel remained a major topic across categories in 2019. Swedes are becoming increasingly climate- and health-conscious and are trying to reduce their travel, both leisure and business, or switching from air travel to train.

Positive forecast, albeit with slightly lower growth as Swedes become more aware of the environment

The Swedish travel industry is set to experience healthy growth over the forecast period. The boom in global travel and marketing efforts to boost the image of Sweden by commercial players and tourism organisations will generate ongoing growth in the number of arrivals.

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Discover the latest market trends and uncover sources of future market growth for the Travel industry in Sweden with research from Euromonitor's team of in-country analysts.

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When you purchase this report, you also get the data and the content from these category reports in Sweden for free:

The Travel in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation
  • Historic volumes and values, company and brand market shares
  • Five year forecasts (of market share, market trends, market growth)
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

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  • What are the major brands in Sweden?  

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This industry report originates from Passport, our Travel And Tourism market research database.

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Travel in Sweden

EXECUTIVE SUMMARY

The travel industry grows, fuelled by tourism board activity and currency devaluation
Online sales boom continues to cannibalise offline sales
An increasing focus on personal service
Sustainability the main topic
Positive forecast, albeit with slightly lower growth as Swedes become more aware of the environment

SWOT

Summary 1 Destination Sweden: SWOT

MARKET DATA

Table 1 Annual Leave: Volume 2014-2019
Table 2 Travellers by Age: Number of People 2014-2019
Table 3 Seasonality: Number of People 2014-2019
Table 4 Leisure Outbound Demographics: Number of Trips 2014-2019
Table 5 Other Transport Sales: Value 2014-2019
Table 6 Other Transport Online Sales: Value 2014-2019
Table 7 Forecast Other Transport Sales: Value 2019-2024
Table 8 Forecast Other Transport Online Sales: Value 2019-2024
Table 9 Activities: Value 2014-2019
Table 10 Forecast Activities: Value 2019-2024

SOURCES

Summary 2 Research Sources

Airlines in Sweden

HEADLINES

PROSPECTS

Environmental concerns begin to impact attitudes to flying
New airline routes help to drive sales
Domestic player SAS extends its lead despite intense competition

CATEGORY DATA

Table 11 Airlines Sales: Value 2014-2019
Table 12 Airlines Online Sales: Value 2014-2019
Table 13 Airlines: Passengers Carried 2014-2019
Table 14 Airlines NBO Company Shares: % Value 2015-2019
Table 15 Charter Airlines Brands by Key Performance Indicators 2019
Table 16 Low Cost Carriers Airlines Brands by Key Performance Indicators 2019
Table 17 Scheduled Airlines Brands by Key Performance Indicators 2019
Table 18 Forecast Airlines Sales: Value 2019-2024
Table 19 Forecast Airlines Online Sales: Value 2019-2024

Car Rental (Destination) in Sweden

HEADLINES

PROSPECTS

Major new player enters Swedish car rental despite the strong positions of the leaders
Car rental continues to grow, unaffected by the boom in car sharing
Convenience and price comparison drive consumers online

CATEGORY DATA

Table 20 Car Rental Sales: Value 2014-2019
Table 21 Car Rental Online Sales: Value 2014-2019
Table 22 Car Rental NBO Company Shares: % Value 2015-2019
Table 23 Car Rental Brands by Key Performance Indicators 2019
Table 24 Forecast Car Rental Sales: Value 2019-2024
Table 25 Forecast Car Rental Online Sales: Value 2019-2024

Lodging in Sweden

HEADLINES

PROSPECTS

Positive forecast driven by growth in arrivals and domestic tourism
Hotels are increasingly offering a holistic experience, using technology and environmentally-friendly services
Positive forecast driven by growth in arrivals and new openings

CATEGORY DATA

Table 26 Lodging Sales: Value 2014-2019
Table 27 Lodging Online Sales: Value 2014-2019
Table 28 Hotels Sales: Value 2014-2019
Table 29 Hotels Online Sales: Value 2014-2019
Table 30 Other Lodging Sales: Value 2014-2019
Table 31 Other Lodging Online Sales: Value 2014-2019
Table 32 Lodging Outlets: Units 2014-2019
Table 33 Lodging: Number of Rooms 2014-2019
Table 34 Lodging by Incoming vs Domestic: % Value 2014-2019
Table 35 Hotels NBO Company Shares: % Value 2015-2019
Table 36 Hotel Brands by Key Performance Indicators 2019
Table 37 Forecast Lodging Sales: Value 2019-2024
Table 38 Forecast Lodging Online Sales: Value 2019-2024
Table 39 Forecast Hotels Sales: Value 2019-2024
Table 40 Forecast Hotels Online Sales: Value 2019-2024
Table 41 Forecast Other Lodging Sales: Value 2019-2024
Table 42 Forecast Other Lodging Online Sales: Value 2019-2024
Table 43 Forecast Lodging Outlets: Units 2019-2024

Online Travel Sales and Intermediaries in Sweden

HEADLINES

PROSPECTS

Migration from offline to online sales continues as Swedes are increasingly tech savvy
Steady innovation, but vast opportunities still to explore
Metasearch engines are growing in popularity

CATEGORY DATA

Table 44 Travel Intermediaries Sales: Value 2014-2019
Table 45 Intermediaries Corporate Business Online Sales: Value 2014-2019
Table 46 Intermediaries Leisure Online Sales: Value 2014-2019
Table 47 Travel Intermediaries NBO Company Shares: % Value 2015-2019
Table 48 Online Travel Sales to Residents: Value 2014-2019
Table 49 Total Mobile Travel Sales to Residents: Value 2014-2019
Table 50 Forecast Travel Intermediaries Sales: Value 2019-2024
Table 51 Forecast Intermediaries Corporate Business Online Sales: Value 2019-2024
Table 52 Forecast Intermediaries Leisure Online Sales: Value 2019-2024
Table 53 Forecast Online Travel Sales to Residents: Value 2019-2024
Table 54 Forecast Total Mobile Travel Sales to Residents: Value 2019-2024

Tourism Flows in Sweden

HEADLINES

PROSPECTS

Good growth in arrivals in 2019, supported by the weaker Swedish krone
Shopping and Swedish design attract more visitors
Nature a key attraction for inbound tourists, while outbound tourists seek the sun

CATEGORY DATA

Table 55 Inbound Arrivals: Number of Trips 2014-2019
Table 56 Inbound Arrivals by Country: Number of Trips 2014-2019
Table 57 Inbound City Arrivals 2014-2019
Table 58 Inbound Receipts: Value 2014-2019
Table 59 Leisure Inbound Demographics: Number of Trips 2014-2019
Table 60 Forecast Inbound Arrivals: Number of Trips 2019-2024
Table 61 Forecast Inbound Arrivals by Country: Number of Trips 2019-2024
Table 62 Forecast Inbound Receipts: Value 2019-2024
Table 63 Domestic Trips by Destination: Number of Trips 2014-2019
Table 64 Domestic Business Trips by Travel Mode: Number of Trips 2014-2019
Table 65 Domestic Leisure Trips by Travel Mode: Number of Trips 2014-2019
Table 66 Domestic Expenditure: Value 2014-2019
Table 67 Forecast Domestic Business Trips by Travel Mode: Number of Trips 2019-2024
Table 68 Forecast Domestic Leisure Trips by Travel Mode: Number of Trips 2019-2024
Table 69 Forecast Domestic Expenditure: Value 2019-2024
Table 70 Outbound Departures: Number of Trips 2014-2019
Table 71 Outbound Departures by Destination: Number of Trips 2014-2019
Table 72 Outbound Expenditure: Value 2014-2019
Table 73 Forecast Outbound Departures: Number of Trips 2019-2024
Table 74 Forecast Outbound Departures by Destination: Number of Trips 2019-2024
Table 75 Forecast Outbound Expenditure: Value 2019-2024

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