Online Travel Research Snapshot: RTONZ Online Marketing...
Transcript of Online Travel Research Snapshot: RTONZ Online Marketing...
Online Travel Research Snapshot: RTONZ Online Marketing Program
June 1, 2011
Cathy Schetzina Senior Research
Analyst, PhoCusWright Inc.
Cees Bosselaar Director, Business Development and
Destination Marketing Specialist,
PhoCusWright Inc.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Agenda
1. Online Travel Takes Over the World
2. Local and Social and Mobile, Oh My!
3. The Million-Dollar Question: “How DO Travelers
Decide Where to Go?”
© 2011 PhoCusWright Inc. All Rights Reserved.
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Online Leisure/Unmanaged Business Travel Penetration by Market, 1992
Note: 2010-2012 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition, 2011
© 2011 PhoCusWright Inc. All Rights Reserved.
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Online Leisure/Unmanaged Business Travel Penetration by Market, 2012
Note: 2010-2012 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition, 2011
Europe APAC LATAM
© 2011 PhoCusWright Inc. All Rights Reserved.
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Online Travel Penetration* of the Total Travel Market, Global Markets, 2008-2012
*Leisure/unmanaged business travel websites as a percent of the total travel market. Note: 2010-2012 projected. Data for 2012 not available for Canada. Source: PhoCusWright's U.S. Online Travel Overview Tenth Edition; PhoCusWright’s Asia Pacific Online Travel Overview Fourth Edition; PhoCusWright’s Latin American Online Travel Overview
35%
38% 38% 39% 39%
15%
18%
21% 23%
24% 27%
31% 33%
35% 36%
8%
11%
14%
18%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2008 2009 2010 2011 2012
U.S.
APAC
Europe
Latin America
© 2011 PhoCusWright Inc. All Rights Reserved.
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APAC •The total travel market is now
number two in size, but number one in growth •But growth varies widely: “surging
emerging” vs. mature markets •At US$53B in 2010, online travel is
no longer nascent •APAC online travel growing at more
than twice the rate of the total travel market •China: when will the tiny giant
awake? •Mobile acceleration: do you play
leapfrog?
© 2011 PhoCusWright Inc. All Rights Reserved.
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$0
$5
$10
$15
$20
$25
$30
Japan ANZ China India Singapore
APAC Key Markets Online Leisure/Unmanaged Business Travel Gross Bookings by Market (US$B), 2010 (in order of gross bookings)
Note: 2010 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition
© 2011 PhoCusWright Inc. All Rights Reserved.
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0%
5%
10%
15%
20%
25%
30%
35%
Japan ANZ China India Singapore
APAC Key Markets Online Leisure/Unmanaged Business Travel Gross Bookings Average Annual Growth Rate by Market, 2010-2012 (in order of 2010 gross bookings)
Note: 2010-2012 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition
© 2011 PhoCusWright Inc. All Rights Reserved.
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Mobile Travel Applications for Leisure Travel
Dream
Book Explore
Share
Explore destinations, view sample itineraries
Plan day-by-day activities
Book alternatives during service disruptions and ancillary services such as hotels, restaurants, and ground transportation
Navigate location and explore surroundings. Explore cultures and historical sites based on your preferences
Share experiences while traveling
Plan
Source: PhoCusWright Inc.
© 2011 PhoCusWright Inc. All Rights Reserved.
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MOJO
Right Product
Right Person
Right Place
Right Time
Social: Traveler reviews Social networks Traveler video
Mobile: Maps, Apps, Targeted content
Source: PhoCusWright Inc.
© 2011 PhoCusWright Inc. All Rights Reserved.
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35%
28%
25%
21%
20%
19%
17%
16%
14%
16%
14%
17%
22%
16%
18%
20%
51%
56%
61%
62%
58%
64%
65%
64%
View maps/get directions online
Research local activities such as restaurants and showsonline
Research travel products such as hotel rooms or flightsonline
Reserve/purchase local activities such as restaurants andshow tickets online
Check-in for flight, hotel, train, or car rental
Reserve/purchase travel products such as hotel rooms orflights online
Make online changes to existing travel reservations
Use as a boarding pass or ticket for flight or train
Likely to do and have in the past Likely to do and have not in the past Not likely to do in next 12 mos.
Travel-Related Mobile Phone Activities (U.S.)
Note: Totals may not add to 100% due to rounding Source: PhoCusWright's Traveler Technology Survey 2010
© 2011 PhoCusWright Inc. All Rights Reserved.
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Future Mobile Phone Activities, By Age (France, German, U.K. Markets Combined)
Base: Mobile phone users; French travelers (N=744), German travelers (N=730), U.K. travelers (N=714) Source: PhoCusWright’s European Consumer Travel Report
0% 10% 20% 30% 40% 50% 60%
Browse the Internet
View maps or get directions
Research local activities such as restaurants andshows
Reserve/purchase local activities such as restaurantsand show tickets
Research travel products such as hotel rooms orflights
Reserve/purchase travel products such as hotelrooms or flights
Make changes to existing travel reservations
Check-in for flight, hotel, train, or car rental
Use as a boarding pass or ticket for flight or train
18-24
25-34
35-44
45-54
55-64
65+
Average
© 2011 PhoCusWright Inc. All Rights Reserved.
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Not all Travelers Get to Choose Their Own Adventure
© 2011 PhoCusWright Inc. All Rights Reserved.
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Leisure Destination Types (Incidence Among Travelers)*
*Respondents were asked to count each trip once in the most relevant category Base: U.S. travelers (N=2,755), French travelers (N=807), German travelers (N=793), U.K. travelers (N=783) Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go
5%
5%
11%
24%
39%
65%
5%
10%
11%
15%
36%
61%
5%
9%
14%
16%
45%
63%
8%
9%
9%
23%
55%
57%
Destination where you have a timeshare or fractionalownership of property
Destination where you added a leisure stay as an extensionof a business trip
Destination where you, friends, or family own a holidayhome
Destination where you attended a social event, such as areunion or wedding
Destination where you visited friends or family casually (notdriven by a social event, such as a reunion or wedding)
Destination that you selected independently (excluding all ofthe above)
U.S.
France
Germany
U.K.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Influences on Destination Selection
Base: Travelers who have selected a destination independently: U.S. travelers (N=1,569), French travelers (N=507), German travelers (N=477), U.K. travelers (N=510) Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go
0% 10% 20% 30% 40% 50% 60% 70%
Personal wish to visit the destination
Price of hotel/lodging
Climate
Prior experience (enjoyed a previous trip there)
Cultural attractions
Appeal of hotel/lodging amenities
Fit with travel dates
Price of airline ticket
Proximity
Available activities
Recommendation by friends/family
Affordability of dining and shopping
Special event, such as a concert or sporting event
Other
U.S.
France
Germany
U.K.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Factors Affecting Destination Selection
Base: Travelers who have selected a destination independently: U.S. travelers (1,569), French travelers (N=507), German travelers (N=477), U.K. travelers (N=510) Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go
70%
16%
5%
3%
3%
3%
54%
22%
3%
11%
8%
3%
59%
24%
2%
6%
6%
2%
60%
20%
7%
5%
5%
3%
I had the specific destination in mind and planned thistrip around it
I chose between a number of destinations I had in mind
I had some destinations in mind but considered newoptions as I began researching and planning
I had no specific destinations in mind until I startedresearching and planning
I hadn't been thinking about taking this trip, but saw agood deal for this destination and decided to book it
Other
U.S.FranceGermanyU.K.
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Majority
I had the specific destination in mind
and planned this trip around it
Leisure Destinations Inspire Travel
Target the Traveler, Not the Trip
Opportunity to Influence = Long Term
© 2011 PhoCusWright Inc. All Rights Reserved.
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U.S. and European Travelers Typically Use the Internet When Selecting a Destination
Means exclude zero. Base: U.S. travelers (N=2,755), French travelers (N=815), German travelers (N=802), U.K. travelers (N=788) Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go
76%
80%
84%
81%
U.S. France Germany U.K.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Information Sources Used for Destination Selection Phase
Base: U.S. travelers= 1,569, French travelers (N=660), German travelers (N=665), U.K. travelers (N=681) Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go
0% 10% 20% 30% 40% 50% 60% 70%
Websites via computer
Personal recommendations from friends/family
Information in printed travel guidebooks
Printed publications, articles, or brochures
Online advertising
Websites or applications via mobile device
Personal advice from travel professionals/travel agents
Calls to travel providers, such as airlines and hotel companies
Printed advertising
Calls/visits to local destination or national tourism offices
Programs on TV/radio
TV/Radio advertising
Other
U.S.
France
Germany
U.K.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Information Sources Used for Destination Selection Phase
Base: U.S. travelers= 1,569, French travelers (N=660), German travelers (N=665), U.K. travelers (N=681) Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go
12%
5%
16%
5%
13%
7%
12%
6%
Online advertising
Printed advertisingU.S.
France
Germany
U.K.
© 2011 PhoCusWright Inc. All Rights Reserved.
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“Very Influential” Online Features for Leisure Travel Planning
Base: U.S. travelers who typically use websites to plan travel (N=2,558), French travelers (N=815), German travelers (N=802), U.K. travelers (N=788) Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go
0% 5% 10% 15% 20% 25% 30%
Traveler-generated online travel video
Professional online travel video
Professional online photography/virtual tours
Traveler-generated online photography/virtual tours
Interactive maps that display lodging and attractions
Comments on an online social network from people you do not know
Travel blogs or online travel diaries
Comments on an online social network from people you know
Online travel reviews from travel professionals
Traveler review websites (such as TripAdvisor)
Traveler reviews on online travel agency websites (such as Expedia)
Feat
ure
sSo
cial
Med
ia
U.S. France Germany U.K.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Maximize Influence
1. Connect: Global Travelers Shift Online 2. Innovate: Social, Local, Mobile 3. Inspire: Target the Traveler, Not the Trip
© 2011 PhoCusWright Inc. All Rights Reserved.
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• U.S. Online Travel Overview • European Online Travel Overview • India Online Travel Overview • China Online Travel Overview • Australia/New Zealand Online Travel Overview • Latin America Online Travel Overview
• DMO Study • Mobile Travel Studies • PhoCusWright’s 2011 Technology Trend Predictions • U.S. Travel Agency/Tour Operator Study • Social Media Analytics • Activities, Attractions and Events Study • Destination Unknown: How U.S. and European Travelers
Decide Where to Go
Sample Publications
PhoCusWright Syndicated Research
© 2011 PhoCusWright Inc. All Rights Reserved.
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Exclusively developed for DMOs/CVBs/RTOs:
The PhoCusWright Group Subscription:
Get access to ALL syndicated research, but SHARE the costs among a group of DMOs
(for more info: contact Cees Bosselaar at [email protected]
or +1 860 350-4084 #445 or ask Chris Adams)
© 2011 PhoCusWright Inc. All Rights Reserved.
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Canada Australia Arizona California
Canadian Tourism Commission Tourism Australia Arizona Tourism Office California Travel & Tourism Commission
New Brunswick Tourism and Parks Australian Capital Tourism Phoenix Los Angeles
Newfoundland and Labrador Tourism Hamilton Island - Great Barrier Reef Tucson San Diego
Nova Scotia Department of Tourism South Australian Tourism Commission Scottsdale San Francisco
Office du Tourisme de Québec Tourism New South Wales (NSW) Tempe Monterey County
Ontario Tourism Tourism Northern Territory (NT) Glendale Laguna Beach
Tourism British Columbia Tourism Queensland Santa Barbara
Tourism Saskatchewan Tourism Tasmania Fresno
Travel Alberta Tourism Victoria Anaheim/Orange County
Travel Manitoba Tourism Western Australia
Calgary Convention & Visitors Bureau
Quebec City Tourism
Ottawa Tourism
Toronto Convention and Visitors Association
Tourism Saskatoon
Tourisme Montréal
Tourism Vancouver
PhoCusWright Group CVB/DMO Subscription