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In its 2022-2027 strategy, eSky Group states that its overarching business goal is to become Central and Eastern Europe’s first-choice travel booking platform. As the latest financial figures show, the company is consistently pursuing this strategy, with the Croatian, Greek and Serbian markets playing a key role in this ambition.
Compared to the first three quarters of 2019, a record year for the travel industry, travellers from the Adriatic Sea made 190% more bookings in the first nine months of 2023. Total sales value, as measured by the Total Transaction Value (TTV) indicator, also steadily climbed upwards, with volumes from the first three quarters of 2023 (EUR 8.7 million) 275% higher than from the same period in 2019.
eSky Group also generated very good sales results in Greece over the past four years, recording 93% more transactions than in Q1-3 of 2019. During the first three quarters of 2023, the revenue generated by eSky.gr (EUR 19.5 million) was 146% higher than in 2019.
Due to the developing travel booking platform segment, Serbia can be classified as a relatively young and not very saturated travel market. The number of bookings handled on eSky.rs in the three quarters of 2023 was 147% higher than in 2019, with sales growth for the four-year period reaching 230%. - to EUR 8.1 million in the first nine months of 2023.
All three markets have huge potential for travel business. Our research shows that people in these countries are increasingly looking for alternatives to traditional travel agencies, as they want more flexibility, a more diverse range of flights and hotels, and products such as insurance or attraction tickets. We provide these opportunities all in one place, which is where the growing demand for our services in these countries comes from – Łukasz Neska, Chief Growth Officer and Executive Vice President of eSky Group, said.
According to a May 2023 GfK study conducted on behalf of eSky Group, each of the three country’s sites ranks top three for assisted brand awareness. In Greece, for example, the index reaches 59 points, while in Croatia and Serbia it reaches 62 points, of a maximum possible score of 100 points. Significantly, these scores have increased by 12% for Greece, 18% for Croatia and 16% for Serbia in the year 2022-23.
The increased visibility of the local sites in the Group's portfolio is also evidenced by their growing web traffic. Data from the Ahrefs.com platform shows that the eSky.hr domain beats other local travel planning portals; in the period January-August 2023, it enjoyed twice as much traffic from Croatian users as its rivals. During the comparable period, the eSky.gr website generated 88% more page views than the Greek portal Airshop.gr, while the number of visitors to eSky.rs by August 2023 was 93% higher than on Jeftineaviokarte.rs. During the same period, three times as many users checked travel offers on the Serbian version of eSky Group website than on Fibula.rs.
Our products, including our flagship City Break and Holidays packages, give customers flexibility and variety in their travel bookings while driving growth, allowing us to take a dominant position in more new markets. Thanks to a well-thought-out strategy, we have quickly become the segment leader in many Central and Eastern European countries, with Croatia, Greece and Serbia at the vanguard of this growth. We are translating the experience from these markets to Poland, so that users have the chance to organise their travel the way the locals do – Łukasz Neska, Chief Growth Officer, Executive Vice President of eSky Group, commented.