the hotel traveler's road to decision 2010, google/otx, u.s., … · 2019-10-03 · …when...

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The Role of Digital on Hotel TravelersGoogle/OTXU.S., September 2010

2010 Hotel Traveler’s Road to Decision

Google Confidential and Proprietary

Research Methodology

2

Traveler Types Defined

Personal Traveler has taken at least one trip for leisure in the past 6 months

Business Traveler has taken at least three trips for business in the past 6 months

Affluent Traveler has taken at least one trip for leisure in the past 6 months and has a household income of $200K+

• Category Covered: Hotel

• Survey of 5,000 travelers

• An augment of 1,500 affluent personal travelers was also recruited

• Partnered with OTX; interviews conducted 4/21/10 – 5/07/10


Key Findings

3

1 The Internet continues to be the most widely used source for Hotel research and booking.

2 Travelers are actively comparison shopping – primarily through OTAs and Search Engines.

3 Price (leisure traveler), Location (business traveler) and Previous Experience (affluent traveler) are deciding factors in picking a hotel.

4 Business travelers are twice as likely as leisure travelers to stay at upscale properties.

5 Best Western and Holiday Inn are popular among vacationers, while business and affluent travelers prefer Marriott and Hilton.


The Internet is the top source for hotel research

4

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Do not use any sources

Other

Radio

Travel groups

Newspapers

TV

Books

800 or toll-free number

Travel agents

Informational brochures

Magazines

Family, friends, or colleagues

Internet

Affluent(778)

Business(601)

Personal(1707)

Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH1) Which of the following sources, if any, do you typically use to decide which lodging accommodations to use when taking a personal/business trip?


Hotel brand site Online Travel Agent

Call specific property directly

Call hotel's 800 number

Walk-in to property

Call travel agent Company travel department

Other0%

5%

10%

15%

20%

25%

30%

35%

40% Personal(1707)

Business(601)

Travelers are increasingly booking online

5Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH2) How do you typically reserve lodging accommodations when traveling overnight for a personal/business trip?

Ensure your booking engine is accessible, and that it is easy for consumers to book their hotel stay.

6% more book

online compared to 2009.


Hotel brand site Online Travel Agent

Call specific property directly

Call hotel's 800 number

Walk-in to property

Call travel agent Company travel department

Other0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50% Affluent(778)

Nearly 3 in 4 affluents book hotels online

6

Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH2) How do you typically reserve lodging accommodations when traveling overnight for a personal/business trip?

Ensure your booking engine is accessible, and that it is easy for consumers to book their hotel stay.


97%Some extent every time

Personal travelers actively comparison shop…

7

72%Always / Frequently

Strong representation on generic terms paired with a remarketing strategy ensures your brand is top-of-mind during the research process.

…when researching their hotels.

Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH7) How often do you comparison shop online when choosing lodging accommodations for personal/business travel?


Affluent travelers actively comparison shop…

8

Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH7) How often do you comparison shop online when choosing lodging accommodations for personal/business travel?

Strong representation on generic terms paired with a remarketing strategy ensures your brand is top-of-mind during the research process.

…when researching their hotels.

75%Always / Frequently

98%Some extent every time


Google 2nd only to OTAs when comparing hotels

9

Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH8) Which of the following websites do you use when comparison shopping for lodging accommodations for personal/business travel?

0%

5%

10%

15%

20%

25%

30%

35%

40%

OTA & Meta Google Hotel Brand Site AAA.com Yahoo! Travel Yahoo! Search

Personal(1656)

Business(570)

Affluent(750)Google 5%

more likely to be used than brand

sites


Leisure travelers choose hotels based on price

10

Special offers and attractive price points in ads drive bookings.Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH3) How important are each of the following when choosing lodging accommodations for personal/business travel?


For business trips, location is a deciding factor

11

Location Extensions on Google Maps highlight proximity to destinations.Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH3) How important are each of the following when choosing lodging accommodations for personal/business travel?


Affluents also consider past hotel experiences

12

Remind them why they loved their last stay with compelling display ads.Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH3) How important are each of the following when choosing lodging accommodations for personal/business travel?


Business travelers stayed at upscale hotels twice as much as leisure travelers

13

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Other

Apartment hotel

Boutique hotel

Guest house

Condominium

Luxury hotel (e.g., Ritz Carlton)

Bed & Breakfast

All-inclusive resort

Upscale hotel (e.g., Hilton)

Economy hotel (e.g., Best Western)

Mid-scale hotel (e.g., Holiday Inn)

Personal(1707)

Business(601)

Affluent(778)

Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH4) When traveling for personal/business reasons, in which of the following types of lodging establishments do you typically stay?


The hotel space is highly fragmented

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Hotel Personal Business AffluentBest Western 16% 24% 13%

Holiday Inn 15% 20% -

Marriott 13% 32% 27%

Comfort Inn 13% 21% -

Holiday Inn Express 12% 20% 10%

Hilton 9% 27% 26%

Hampton Inn 9% 19% 12%

Courtyard 5% 17% 10%

Embassy Suites 4% 17% 12%

Hilton Garden Inn 4% 14% 11%

Hyatt 3% 14% 12%

Sheraton 3% 11% 11%

Days Inn 9% 10% -

Choice Hotels 3% 10% -

Westin 2% 10% 11%

Ritz-Carlton - - 10%

Top 3 per segment

Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH5) In which of the following hotels have you stayed overnight in the past 6 months for personal/business reasons?

Branding campaigns can

help capture your desired consumer

segment


Data into Action: Marketing Opportunities

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1 Make it is convenient for consumers to reserve their hotel stay with a simple, easily accessible booking engine.

2Ensure your brand is top-of-mind while travelers comparison shop: be prepared with coverage on generic terms and a tailored remarketing strategy.

3 Attract vacationers with creative that highlights special offers and attractive price points.

4 Show business travelers that you are centrally located with a presence on Maps and Local content.

5 Remind the affluent audience why they loved your property with compelling display ads.

6 Stand out in the crowded hotel market with branding campaigns focused on capturing your desired consumer segment.

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the hotel traveler's road to decision 2010, google/otx, u.s., … · 2019-10-03 · …when...

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