getting to know europe's new digital traveler
DESCRIPTION
consumer travel insight from three major European consumer travel markets: France, Germany and the U.KTRANSCRIPT
Douglas Quinby Vice President,
Research PhoCusWright Inc.
Getting To Know Europe's New Digital Traveler, Sponsored by Monetate
September 26, 2013 A PhoCusWright Webinar
Marcello Gasdia Consumer Research
Analyst PhoCusWright Inc.
Sponsored by:
Mike Harris Vice President,
EMEA Monetate
2 © 2013 PhoCusWright Inc. All Rights Reserved.
Getting To Know Europe's New Digital Traveler, Sponsored by Monetate
September 26, 2013
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3 © 2013 PhoCusWright Inc. All Rights Reserved.
• General Leisure Traveler Behavior and Technology Adoption
• Online Leisure Travel Planning Trends
• Connecting with Digital Travelers:
Challenges and Opportunities
Agenda
© 2013 PhoCusWright Inc. All Rights Reserved. 4
© 2013 PhoCusWright Inc. All Rights Reserved. 5
67% 66% 70%
69% 68% 72%
75% 75% 78%
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved. 6
47%
24%
22%
55%
14%
18%
50%
15%
16%
Financial considerations/travel is tooexpensive
I went to places where I could staywith friends/family
No time to travel
France
Germany
U.K.
Top 3 Reasons for Not Traveling
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved. 7
Discretionary Spending Preferences
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
Travel and Tourism Travel and Tourism Travel and Tourism
Dining/nightlife
Dining/nightlife
Dining/nightlife
Entertainment/Sports
Entertainment/Sports
Entertainment/Sports
Fashion and accessories Fashion and accessories
Fashion and accessories
Health/Beauty/Spa products
Home improvements
Consumer Electronics
Cars/car-associated goods
Health/Beauty/Spa products
Health/Beauty/Spa products
Home improvements
Home improvements
Consumer Electronics
Cars/car-associated goods
Consumer Electronics
Cars/car-associated goods
© 2013 PhoCusWright Inc. All Rights Reserved. 8
MOBILE
+ SOCIAL
NETWORK
ADOPTION
© 2013 PhoCusWright Inc. All Rights Reserved. 9
Mobile Web Adoption (Smartphones Only)
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
58% 68%
75%
45% 56%
66% 58%
69% 75%
2011 2012 2013 2011 2012 2013 2011 2012 2013
France Germany U.K.
© 2013 PhoCusWright Inc. All Rights Reserved. 10
“Frequent/Daily” Mobile Web Users, by Age
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
18-24
25-34
35-44
45-54
55-64
65+
© 2013 PhoCusWright Inc. All Rights Reserved. 11
“Frequent/Daily” Mobile Web Users, by Age
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
56%
70%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
18-24
© 2013 PhoCusWright Inc. All Rights Reserved. 12
Participation in Social Networks
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
0%
10%
20%
30%
40%
50%
60%
70%
80%
Fran
ce
Ger
man
y
U.K
.
Fran
ce
Ger
man
y
U.K
.
Fran
ce
Ger
man
y
U.K
.
Fran
ce
Ger
man
y
U.K
.
Fran
ce
Ger
man
y
U.K
.
Facebook Twitter Linked-in Google+ No Participation
2011 2012 2013
© 2013 PhoCusWright Inc. All Rights Reserved. 13
Source: PhoCusWright’s European Online Travel Overview Eighth Edition
52%
40%
35%
Online Leisure Market Penetration
14 © 2013 PhoCusWright Inc. All Rights Reserved.
Digital Travel Planning Trends
© 2013 PhoCusWright Inc. All Rights Reserved. 15
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
72% 71%
80% 77% 77% 78%
France Germany U.K.
2012 2013
% of Travelers Who Typically Shop For Travel on Desktops or Laptops
© 2013 PhoCusWright Inc. All Rights Reserved. 16
9% 11%
10%
15% 13% 11%
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
9% 8% 8%
10% 10%
14%
France Germany U.K.
2012 2013
© 2013 PhoCusWright Inc. All Rights Reserved. 17
?
© 2013 PhoCusWright Inc. All Rights Reserved. 18
Time Spent Planning Leisure Travel on Desktop Web (Mobile Travel Planners only)
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
65%
17%
18%
Desktop/Laptop
© 2013 PhoCusWright Inc. All Rights Reserved. 19
Polling Question
Among European mobile travel planners, what percent of all online leisure trip planning was
conducted on a tablet?
a. 7% b. 18% c. 23%
© 2013 PhoCusWright Inc. All Rights Reserved. 20
65%
17%
18%
Desktop/Laptop
Smartphone
Tablet
Time Spent Planning Leisure Travel on Desktop Web, Smartphones and Tablets (Mobile Travel Planners)
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved. 21
Time Spent Planning Leisure Travel on Mobile Devices, by Age
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
3% 10%
16% 19% 25%
30% 22%
24% 21% 11%
55+45-5435-4425-3418-24
Smartphone Tablet
© 2013 PhoCusWright Inc. All Rights Reserved. 22
vs.
?
© 2013 PhoCusWright Inc. All Rights Reserved. 23
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
64% 17%
19%
62% 17%
20%
© 2013 PhoCusWright Inc. All Rights Reserved. 24
Connecting with Digital Travelers: Challenges and Opportunities
© 2013 PhoCusWright Inc. All Rights Reserved. 25
Desktop/Laptop only travel planners (Markets Combined)
Mobile travel planners (Markets Combined)
Annual Household Travel Spend €2,437 €3,394
© 2013 PhoCusWright Inc. All Rights Reserved. 26
Top 3 Drivers of Travel Brand Loyalty
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
36%
36%
22%
37%
44%
30%
49%
45%
32%
It offers better prices/value
It is reliable/I haven't had problems
It's easy to shop/find what I am looking for on itswebsite
France
Germany
U.K.
© 2013 PhoCusWright Inc. All Rights Reserved. 27
30% 37% 39%
32% 33% 29% 32% 26% 29%
20%
36% 36%
23% 14%
25% 32%
14%
35%
17% 17% 22%
19%
23% 22%
15% 16%
10%
15%
11% 14%
5%
18% 11%
10%
6%
9%
11%
3%
11%
5% 5% 5%
Fran
ce
Ge
rman
y
U.K
.
Fran
ce
Ge
rman
y
U.K
.
Fran
ce
Ge
rman
y
U.K
.
Fran
ce
Ge
rman
y
U.K
.
Fran
ce
Ge
rman
y
U.K
.
Fran
ce
Ge
rman
y
U.K
.
Fran
ce
Ge
rman
y
U.K
.
Recommendations fromfriends/family
Personalisedoffers/recommendations
A one-time promotionaloffer for new users
Positive media coverage(news articles, etc.)
A loyalty programme High ranking search results Television/MediaAdvertisements
Influential Extremely Influential
Factors Influencing Trying New Travel Brand
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
Personalized Offers Are on Traveler’s Radar…
© 2013 PhoCusWright Inc. All Rights Reserved. 29
“I expect travel websites to reference my past activities to personalize offers for me.”
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
24% 18% 36% 16% 7%
Strongly Disagree 2 3 4 Strongly Agree
20% 21% 29% 21% 9%
17% 16% 28% 25% 14%
3-5 Trips Annually
1-2 Trips Annually
6+ Trips Annually
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Questions?
Douglas Quinby Vice President,
Research PhoCusWright Inc.
Marcello Gasdia Consumer Research
Analyst PhoCusWright Inc.
Sponsored by:
Mike Harris Vice President,
EMEA Monetate
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