PhoCusWright's research also proves that while Europe is playing catch up to the U.S. in online market penetration, some regions are more mature than others. The United Kingdom and Scandinavia are well ahead of the curve. Scandinavia represents only 5.5 percent of the total European travel industry, however, it accounts for a full 8 percent of European online bookings. In 2008, Scandinavians will have booked over 40 percent of their travel online. Tour operators are building their online brands successfully in certain mature European markets. Half of travel services in the United Kingdom and Scandinavia will be booked on leisure/unmanaged business travel sites by 2010.