the changing digital visitor: how the modern travel consumer finds inspiration, researches and...
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The changing digital visitor: how the modern travel consumer finds inspiration, researches and plans, leveraging desktop and mobile
devices before, during and after their tripPresented by Scott Caufield
DMO Sales Manager, MidwestTwitter: @scottcaufield
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A world dominated by Mobile
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Marketing strategy shifts with consumer behaviorMobile is a new opportunity to reach engaged consumers
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Source: comScore July 2015
TripAdvisor Media GroupTripAdvisor
ExpediaPriceline
HomeAwaySouthwest Airlines Co.
Hotels.comBooking.com
Orbitz WorldwideMarriott
Yahoo TravelUSA TodayKayak.com
Hilton HotelsUnited AirlinesDelta Airlines
American AirlinesInterContinental Hotels Group
HotwireDisney Parks & Travel
TravelocityAbout.com Travel
CheapOairEnterprise
CNN Travel
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000
36,80432,413
17,31512,246
7,76510,0478,6679,1938,530
6,6648,023
4,4217,2266,767
5,5756,4105,4934,7646,0993,0555,0423,2156,0624,1913,451
40,11836,480
9,4585,813
9,2746,988
6,6184,6215,204
6,0894,607
7,8014,6995,007
5,1783,998
4,4454,680
3,0796,114
3,2034,750
1,8132,7103,104
TripAdvisor – United States (incl. mobile)TripAdvisor has nearly 32.4m users on desktop and over 36m mobile users
Mobile ExclusiveDesktop
4
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Traveler Life Cycle
Awareness
Not planning…but open to inspiration
Consideration Starting the process
Comparison Short list of hotels
BookingFlight -> Hotel
Experience Actively
on vacation
AdvocateReviews, Facebook, WoM
Week -20+“Not Yet Ready”
Week -16: • 5 Destinations• 0 Hotels
Week -12: • 3 Destinations• 6 Hotels
Week -4:• 1 Destination• 15 Hotels
Week 0 • Booked
Book Additional Activities
• Restaurants• Attractions• Tours, etc.
Already thinkingabout next trip!
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• More than 40,000 surveyed• Reveals the motivations behind travelers’
vacation choices• Reports emotional differences at the
various stages of a vacation and post-trip
www.tripadvisor.com/TripBarometer
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The Connected Traveler
Source: TripBarometer Connected Traveler Report 2015
There’s a growing subset of Connected Travelers, or travelers who have used
their smartphone to plan or book travel.
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Planning & Booking
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Traveler Life Cycle: Pre-Trip
Awareness
Not planning…but open to inspiration
Consideration Starting the process
Comparison Short list of hotels
BookingFlight -> Hotel
Week -20+“Not Yet Ready”
Week -16: • 5 Destinations• 0 Hotels
Week -12: • 3 Destinations• 6 Hotels
Week -4:• 1 Destination• 15 Hotels
Week 0 • Booked
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Transactors who visited TripAdvisor: % increase vs. non TripAdvisor visitors
Site Visits (31 vs. 11) +188%
Pageviews (167 vs. 49) +240%
Minutes Researching (98 vs. 29) +243%
Searches (36 vs. 16) +133%
Days (88 vs. 75) +17%
Source: comScore Data Services
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Devices Used During Trip Planning, by Stage
Base: U.S. online travelers (2014: N=2,667; 2013: N=2,203)Source: Phocuswright’s Traveler Technology Survey 2014
20%
10%
0%
40%
30%
60%50%
80%
70%
90%
Destination Selection Travel Shopping Booking
Desktop 2013 Desktop 2014 Smartphone2013 Smartphone2014
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Online Travel Traffic Trends
Source: Phocuswright’s The Mobile Travel Landscape 2015
Cumulative Mobile Travel Gross Bookings Growth by Market, 2012-2016
390% 379% 171%
5,729%
1,327%
U.S. Europe Japan China India
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The Connected Traveler
Source: TripBarometer Connected Traveler Report 2015
What Mobile Themed Amenities do Connected Travelers Look For?
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gces
Power adapters to charge their devices
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• Mobile booking app
• Mobile check in
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The Connected TravelerMobile vs. Desktop
Source: TripBarometer Connected Traveler Report 2015
While laptops are still the most common method for booking (55%), mobile booking isn’t far behind at 45% for
Connected Travelers.
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The Connected TravelerWhat’s important?
Source: TripBarometer Connected Traveler Report 2015
What Connected Travelers find Very Important when booking:
TripAdvisor Reviews - 58%Recommendations from friends - 49%Amenities - 44%Promotions/Discounts - 39%
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During the Trip
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Traveler Life Cycle: During the Trip
Experience Actively
on vacationBook Additional Activities
• Restaurants• Attractions• Tours, etc.
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The Connected TravelerConnected Travelers are especially engaged on mobile while on their trip
Source: TripBarometer Connected Traveler Report 2015
Getting Directions/Using Maps:Global Travelers - 67%
Connected Travelers - 81%
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The Connected TravelerConnected Travelers are especially engaged on mobile while on their trip
Source: TripBarometer Connected Traveler Report 2015
Looking for Restaurants:Global Travelers - 56%
Connected Travelers - 72%
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The Connected TravelerConnected Travelers are especially engaged on mobile while on their trip
Source: TripBarometer Connected Traveler Report 2015
Looking for Activities:Global Travelers - 51%
Connected Travelers - 67%
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The Connected TravelerConnected Travelers are especially engaged on mobile while on their trip
Source: TripBarometer Connected Traveler Report 2015
Reading Reviews:Global Travelers - 47%
Connected Travelers - 64%
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More than 80% of TripAdvisor travelers feel that
TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
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Post-Trip
.
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Traveler Life Cycle: Post-Trip
AdvocateReviews, Facebook, WoM
Already thinkingabout next trip!
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Post Trip FeelingsCultural Enrichment
Source: TripBarometer Psychology of Travel Report, 2014
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Post Trip FeelingsMore Travel, Please!
Source: TripBarometer Psychology of Travel Report, 2014
Don’t Put the Suitcase Away Yet!
66% of travelers are prompted to book another trip
upon returning from vacation.
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KEY TAKEAWAYS
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Takeaways
Source: TripBarometer Psychology of Travel Report, 2014
• Mobile and desktop coexist in the path to purchase, but mobile is most dominant.
• Review site content is the strongest driver in booking and a key factor for decisions made during the trip.
• Engage with travelers post trip – they’re already thinking about their next trip!
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T h a n k y o u
Scott [email protected]
972-489-4543 – mobile469-481-6479 – office
Twitter: @scottcaufield