Online travel sales are a bellwether for B2C ecommerce, and the trajectory for online travel purchases in Brazil, Russia, India and China (BRIC) tells a unique story about each country’s overall consumer base, according to a new eMarketer report, “BRIC Travel Markets in Transition: Trends Influence Overall Ecommerce.”
The BRIC countries will have four of the five fastest-growing online travel sales markets during the 2011 to 2016 period, eMarketer predicts. And India’s five-year compound annual growth rate of 30.6% will put it atop the group.
Online travel sales in these countries anchor an overall shift from offline to online purchasing among consumers in their respective markets. Still, while Brazil, Russia, India and China have been rendered inseparable by their ubiquitous acronym, there’s a distinct difference in volume of online travel sales across these countries, underscored by marked variations in consumer behavior.
Among the pronounced trends differentiating the countries:
While it's clear that the BRIC countries share key characteristics as emerging markets, each has disparate digital and demographic trends affecting increases in online travel purchasing. Travel marketers expecting to capitalize on expanding sales volumes must understand the specific nature and nuances of each targeted consumer set.
The full report, “BRIC Travel Markets in Transition: Trends Influence Overall Ecommerce,” also answers these key questions:
This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.
Check out today’s other articles, “Men Top Women in Mobile Buying” and “Banking Customers Turn to Online, Mobile for Transactions.”
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