the impact of the digital economy - etag · the impact of the digital economy how this is shaping...
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5th October 2018
The Impact of the
Digital EconomyHow this is shaping and changing consumer behaviour
Market Manager - Edinburgh
Graham Urquhart
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An Introduction To Expedia
Digital Trends
Consumer Behaviour Shifts
Questions
Agenda
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We are the world’s travel platform. Our purpose is to bring the world within reach.
Who is Expedia Group?
312Mroom nights up 16% YoY
675M+ monthly site
visits
69M+loyalty members
$1.3Btechnology investments
$5.2Bmarketing investments
150+ car rentals
25k+tours and activities
Dozenscruise lines
590K+ properties and
1.5M vacation rentals
550+ airlines
Source: Expedia Group results shown for 2017 as of 12/31/17.
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Building for you through a local approach
Worldwide reach, teamed with local knowledge
+200Sites
75+Countries
40
With localteams across
offices in
countries
Consultative multi-lingual
market experts
35Languages
Source: Expedia Group results shown for 2017 as of 12/31/17.
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The world travelled more in 2017
than ever before.
The travel industry was worth $1.6
trillion, up 6% year on year
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Source: Phocuswright
0%
10%
20%
30%
40%
U.S. &
CANADA.
APACEUROPE EASTERN
EUROPE
LATIN
AMERICA
MIDDLE EAST
DIGITAL SHARE
OF GROSS BOOKINGS BY REGION, 2017
50%
60%
Online leisure/unmanaged business travel
0%
20%
40%
60%
80%
100%
PERCENTAGE OF TRAVELERS
WHO DO ANYTHING TRIP-RELATED ONLINE
5%
15%
25%
35%
ANNUAL GROWTH RATES FOR ONLINE TRAVELBubble size reflects
relative digital market size in US$
2014-2017 CAGR FOR SELECT DIGITAL TRAVEL MARKETS
Online travel has become travel
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0
5
10
30
35
25
20
15
TOTAL FUNDING (US$B)
By year, 2010-2017
2010-12 2013-14 2015 2016-2017
Source: Phocuswright’s The State of Startups Travel Since 2017
Since 2005
Digital travel startups
1,500
IN FUNDING Almost half of which in
the last 2 years alone
$62B
As the pace of innovation
in the travel industry accelerates
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Consumer behavior is changing and
expectations are rising
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Understanding the traveler journey
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Discover: content is king
92%OF TRAVELERS are more
likely to book a property
with a detailed description
and photos
Source: Tnooz, 2011
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Discover: personalisation
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Shop and book: visibility matters
140Travellers visits at least 140
travel sites before making
a booking
Source: Tnooz, 2011
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Shop and book: new ways to book
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40%MORE LIKELY TO RETURN
Source: Local Measure, 2016 APAC Hotel Study
ENGAGED GUESTS are
returning guests – they are
Experience: improve the guest experience
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Source: Phocuswright, 2013 Independent Study for TripAdvisor
62%
6-12 Reviews
seeing a management
response to reviews
Reflect: set the stage for future travelers
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Expedia Group
Bringing the world within reach