Download - eMarketer Webinar: Digital Travel Outlook
©2012 eMarketer Inc.
eMarketer Digital Travel Outlook What the Digital Revolution Means for Travel MarketersPresented by:
Dan MarcecAnalyst
eMarketer, Inc.
Twitter Hashtag:#eMtravel
©2012 eMarketer Inc.
Inside today’s webinar
US Travel Forecast and Digital Trends
Online travel sales
Mobile & smartphone growth
US social network usage
US digital ad spending
Worldwide Digital Trends and Their Effect on Travel
Digital media usage – audio and video
Twitter – #eMtravel
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US Travel Forecast
and Digital Trends
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The travel industry’s “look-to-book” conundrum
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Number of online researchers and bookers growing
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5:4 ratio of online travel researchers to bookers
115 million travel researchers in 2011
Source: eMarketer
94 million travel bookers
Source: eMarketer
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Looking or booking? Or both?
“Look-to-Book” Ratio =
4,500:1?Source: Pegasus Solutions
This eye-popping number reflects the amount of travel research conducted online, not the ratio of shoppers to buyers.
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US online travel research in 2011:
115M researchers
94M bookers
5:45:4
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Overall US online shopping in 2011
178M shoppers
143M buyers
Twitter – #eMtravel
While travel researchers spend a lot of time shopping before they book, the ratio of shoppers to buyers mirrors general ecommerce.
5:45:4
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Online travel sales forecast
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Online travel sales growth is maturing
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Mobile trends
73 million smartphone researchers
by 2016
36 million smartphone bookers by 2016
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Mobile travel planning explodes
4.5x growth!
Twitter – #eMtravel
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Getting social
65% of travel marketers to
increase social budget in 2012
Source: Frommer’s Unlimited and Tnooz
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Social networking hits its stride
Half the US population are social
users
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Social media is a highly mobile activity
One-third of the population will access social on their
smartphones
Two-thirds of smartphone users will access social on
their devices
Twitter – #eMtravel
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Social media can inspire purchase
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The mobile traveler
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Source: comScore
Males use more mobile
travel content
35% earn $100K+
46% have a bachelor’s degree or
higher
Gen X & Y use mobile
the most for travel
content
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Local is the next phase of mobile marketing
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Digital Media — What’s Next?
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Broadcast on the “big” screen
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Dominate the “small” screen
77 million smartphone video viewers in 2016
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Smartphone video for travel content
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What about audio?
80 million smartphone music listeners in 2016
Source: eMarketer
“15- or 30-second auto-play videos while people are pausing, changing
stations or skipping songs, have tremendous—almost 90%—
completion rates”— Heidi Browning, SVP Strategic Solutions, Pandora
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Advertising trends
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Spending uptick for most online formats
Search = +$9.5B
Online Video = 5x growth
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US leisure travel online ad spendingwill more than double over 5 years
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Leisure travel has less than 10% share of US online ad spending
Twitter – #eMtravel
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Global Trends
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Smartphone users by region
Nearly 75% penetration in South Korea and Japan
UK smartphone users have highest
adoption among Western countries
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Global growth of social
Brazil, Indonesia and Russia social users are more
than 85% of internet users
China has 300 million social
users, more than double the US
India and Indonesia showing most rapid growth – more than 50%
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Why eMarketer?
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More Than 4,000 Sources Vetted for Accuracy and Relevance
Research CompaniesResearch Companies AssociationsAssociations Consulting OrganizationsConsulting Organizations Government Agencies Government Agencies All Major Media OutletsAll Major Media Outlets
Research CompaniesResearch Companies AssociationsAssociations Consulting OrganizationsConsulting Organizations Government Agencies Government Agencies All Major Media OutletsAll Major Media Outlets
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eMarketer’s Process
Charts & Infographics | Forecasts | ReportsArticles | Interviews
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Travel-Focused Research Reports
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Contextualizing online market trendsfor travel marketers
“The phrase ‘couch potato’ might better be ‘couch octopus,’
as a consumer works the TV remote, updates a social network page via tablet
and responds to a smartphone text message,
all more or less at once.”
Mark DolliverDemographics Analyst, eMarketer
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Lessons for Travel Marketers
“Travel marketers using mobile media can’t assume
their audience is always on the go.”
Dan MarcecTravel Analyst, eMarketer
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eMarketer’s Total Access
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Q&A Session
eMarketer Digital Travel Outlook
Dan Marcec
US Leisure Travel: Digital Ad Spending Forecast and Key Trends
Social Media for Travel Marketers: Cultivating Conversation to Capture Customer Sentiment
US Online Travel Sales and Booking Forecast: Mobile Offers Opportunities to Shift Share in a Mature Market
Online Travel Search: Attracting Lookers and Catching Bookers
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Over 120 reports are published each year. The following are a few recent ones relating to travel: