engaging the international travelerveilletourisme.s3.amazonaws.com/2015/07/2015-0625...through...

Engaging The International Traveler Through Relevant Guest Experiences

Sponsored by June 25, 2015

Robert Cole

Senior Research Analyst,

Lodging & Leisure Travel

Phocuswright Inc.

Douglas Quinby

Vice President,

Research

Phocuswright Inc.

Clint Poole

Vice President,

Global Marketing

Lionbridge

© 2015 Phocuswright Inc. All Rights Reserved. 2

Phocuswright’s

Engaging The International Traveler Sponsored by Lionbridge

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© Phocuswright Inc.

June 25, 2015

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Agenda

The International Travel Landscape

The Numbers

The People

The Process

Relevant Engagement

Multi-Channel Engagement

Internationalization v. Localization

Customization v. Personalization

Media Dimensions

Implementation

Industry Trends

Case Study: Luxury Hotel

Questions


Polling Question

What share of your business originates from international

markets?

A. < 5%

B. Between 5% and 9%

C. Between 10% and 19%

D. Between 20% and 29%

E. Between 30% and 39%

F. Between 40% and 49%

G. Over 50%


Leisure Traveler Population Projections

Source: Phocuswright’s Search, Shop, Buy: The New Digital Funnel

-

125

250

Leisure Travelers (millions)


International Travel

Spending Trends

Source: World Tourism Organization - 2014

Outbound international tourism

expenditures (US$B)

Unprecedented growth from China

continues – still getting started

Some Context:

China 2013-14 YOY Growth exceeds

total traffic of Canada, Italy,

Australia or Brazil

Spending gap between China & U.S.

is larger than the total for every

country except Germany


Emerging Markets – Younger Leisure Travelers


0%

35%

70%

Travelers 18-34


International Travelers – Big Spenders


$0

$2,500

$5,000

Annual Household Leisure Travel Spending (U.S.$)


Human Motivation – Maslow

Biological & Physiological

Shelter, Sustenance, Sex

Safety

Security, Order, Stability

Social

Belongingness, Affection

Esteem

Independence, Respect

Self-Actualization

Accomplishment, Growth


Trip Motivations (Combined Markets)

Source: Phocuswright’s Search, Shop, Buy: The New Digital Funnel - 2015

0% 10% 20% 30% 40% 50%

Loyalty Points Redemption

Engage in Particular Activity…

Extra Money/Gift/Bonus

Attend a Specific Event…

Celebrate Special Occasion

Learn How Other People Live

Visit Major Tourist Attraction

Set Holiday Work/School Holiday…

Available Vacation Time from Work

See Natural/Cultural/Historic…

Spend Time with Friends/Family

Get Away/Take Break

Trip Motivation


Destination Selection Influence (Combined Markets)


0% 5% 10% 15% 20% 25% 30% 35% 40%

Entertainment/Pop Culture

Proximity to Home

Special Event

Available Activities

Dining/Shopping Affordability

Airline Ticket Pricing

Hotel/Lodging Amenities

Prior Experience

Friend/Family Recommend.

Fit With Travel Dates

Cultural Attactions

Hotel/Lodging Pricing

Climate

Natural Attractions

Destination Selection


Traveler Needs – Experiential

Engagement

Authenticity

Hospitality

Value

Self-Determination


Traveler Needs – Relevant Content

Useful

Contextually Appropriate

Informative & Engaging

Consistent with Values

Culturally Aware

Individualized

On-Demand

Accurate

Fast


Traveler Personas

Goal Orientation

Focus: Purpose of Itinerary

Eliminate Obstacles

Create Satisfaction

Common Characteristics

Demographics

Psychographics

Behaviors

Give Them Memorable Names

Be Specific

Tie to Itinerary Purpose

CAUTION: Travelers Have Multiple Personalities…


Seven-Step Travel Process

Source: Phocuswright Inc.

PLANNING (How)

VALIDATION (Who)

BOOKING (When)

TRAVEL (What)

SHARING (Wow)

RESEARCH (Where)

INSPIRATION (Why)


The Complete Itinerary Travel Experience

Outbound Transport

Destination Transport

Lodging

Dining

Activities

Entertainment

Return Transport


Internationalization

Architecture

Language Enabling Markup

Non-Latin typography

Separating Code & Content

Small, reusable pieces

Design Features

Proper Character Encodings

Unicode

User Selectable

Localization


Localization

Content Adaptation

Language

Cultural

Format Changes

Date/Time

Addresses

Phone Numbers

Currency

Units of Measure

Sort Order

Symbols/Icons/Colors

Legal Requirements


Multi-Channel Engagement

Real-World Touchpoints

Call Center

On-Site

0% 20% 40% 60% 80% 100%

Print Publisher Site/App

Social Network

Travel Metasearch

Hotel/Airline Site/App

Online Travel Agency

Virtual Touchpoints - Websites / Apps

Tablet Smartphone Desktop/Laptop

Source: Phocuswright’s Consumer Travel Report Sixth Edition


Customization

Explicit Signals

IP address = Geographic location

Screen resolution = Mobile

Customer profile = Preferences

Adapt to Context

Frequent flyer = Miles as payment

2 Adults & 2 Children = Family images

Offer response = Added values

Customization Tools

A/B Testing

Content Tagging

Analytics


Personalization

Implicit Signals – Behavior of Similar Persons

Navigation path

Offer responses

Social signals/Ad retargeting

Inversion of Traditional Marketing

Start with converted business

Work back up funnel to identify signals

Calculate highest converting signals

Personalization Tools

Multivariate Testing

Big Data

Predictive Analytics


Media Dimensions Owned

Digital Assets

Content Marketing

Social Media

Paid

Retargeting

Pay Per Click

Display Advertising

Earned

Search Engine Optimization

Reviews Websites

Social Sharing


Summary

International Markets Are Important & Growing

Travelers increasingly young, mobile, tech savvy, spenders

China, U.S., Brazil & Russia are leading the pack

Travelers Have Varied, Highly Personal Motivations

Internationalize content management platform & architecture

Present the appropriate Localized content via right channel

Customization and Personalization Drive Relevance

Customization adapts experiences based on overt signals

Personalization uses implied signals to enhance the experience

Holistic Travel Process & Experience is the Goal

Content must support all virtual marketing touchpoints

Must also extend to real-world touchpoints on phone & in-person

Focus on Most Important Source Markets & Personas

24

Trends in the Industry:

…from the moment consumers begin engaging

with their brand online

…based on language & culture

…based on guest demographics & core services being offered

at specific hotel locations

…for local / global search

Focusing on customer

experience…

Adapting global content

regionally…

Adding local pages… Optimizing web pages…

25

Case Study: World-Renowned Luxury Hotel

CHALLENGES ! SOLUTIONS RESULTS

o Time consuming, manual process

o Unhappy with previous LSP

o Needed to improve the quality of their creative marketing translations

50%

7 Languages

o Clay-Tablet automation technology

o Website localization for a variety of their global properties

o SEO optimization

o Transcreation of branded content

o Accelerated time-to-market

o Multilingual digital content developed for 7 different languages

o 50% boost in Organic Search using header tags, meta descriptions & body copy

Questions? Sponsored by

June 4, 2015

Robert Cole

Senior Research Analyst,

Lodging & Leisure Travel

Phocuswright Inc.

Douglas Quinby

Vice President,

Research

Phocuswright Inc.

Clint Poole

Vice President,

Global Marketing

Lionbridge

RELATED RELEASE

Coming soon! Visit:

www.phocuswright.com

http://www.phocuswright.com/Travel-Research/Social-Search/The-State-of-Social-Media-in-Travel.VW8grs9Vikr

© 2015 Phocuswright Inc. All Rights Reserved. 28

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July 9, 2015

Marcello Gasdia

Director,

Consumer Research

PhoCusWright Inc.

Douglas Quinby

Vice President,

Research

PhoCusWright Inc.

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