the indian digital traveler executive summary · the indian digital traveler –executive summary....
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Request for complete study: [email protected]
March 1, 2017
A custom study sponsored by Criteo
The Indian Digital Traveler
– Executive Summary
Agenda for presentation at Phocuswright India on 1 March at 12noon
1. Travel Spending and Device Ownership on the Rise
2. Understanding The Digital Traveler’s Journey
3. Key Takeaways and Opportunities
4. Introduction to Criteo & Yatra Customer Story
#phocuswright2017
3 | Copyright © 2017 Criteo
18%
14%
23%
Questions: A2, A3, A4, A5, A6A, A6B, E3
Survey Profile
N=300
50% 50% 23%
30% 29%
13%
5%
18-29
30-39
40-49
50-60
>60
≥ 100,000 INR
< 50,000 INR
50,000 INR - 59,999 INR
60,000 INR - 69,999 INR
70,000 INR - 99,999 INR 22%
23%
Gender Age Income
Device ownership or daily access
100%smartphone
61%tablet
94%laptop
68%desktop
Travel planning and booking
53%did online travel planning in the
past one month
92%made an online travel booking
in the past three months
Millennials Gen X Baby Boomers
Travel Spending and Device Ownership
on the Rise
1
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7,154
32,305
2011 2012 2013 2014 2015 2016
CAGR 35.2%
Number of households possessing digital devices
Government support of e-commerce contributes to digital device growth
• Government initiatives such
as ‘Digital Literacy Drive’
(providing the knowledge to
its population on how to use
digital devices) and the
support of e-commerce are
the main drivers of digital
device possession in India.
• The growth of smartphone
and tablet possession was
higher than that of laptop and
personal computer because
of lower price point, and
convenience.
740
3,011
2011 2012 2013 2014 2015 2016
CAGR 42.0%
2,467
15,605
2011 2012 2013 2014 2015 2016
CAGR 44.6%
23,436
41,613
2011 2012 2013 2014 2015 2016
CAGR 12.2%
Understanding The Digital Traveler’s Journey
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The digital travelers' journey
Dream Search Book Travel Return
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57%56%
52%50%
44% 44%41%
40% 39%
36% 35% 34%
31%
16%
Travel websitesreviews/ posts/
forums
Internetadvertisements
of thedestination/
travel services
Social mediareviews/ posts
Experience fromlast trip
Attractions/activities of the
selecteddestination
Word of mouth Travel fairs/promos
Travel programsor related
shows on TV
Travelmagazines,
guides, books
Specific dates/occasions
Printadvertisements
of thedestination/
travel services
Personal advicefrom travel
professionals/travel agents
Price vis-à-visbudget
Otheradvertisements
of thedestination/
travel services(e.g. TV ads)
Total
Peer reviews and internet advertisements inspire traveling
All respondents are most influenced by travel websites reviews/ posts/ forum, however Baby Boomers are also influenced by
experience from last trip and internet advertisements of the destination/ travel services
Travel Decision-making InfluencersN=300
Dream
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Online channels preferred for search because of convenience
Channels used to search for travel prices and products in the past 12 monthsN=300
It helps me to save time66%
69.7%65.3% 62.7%
31.7% 30.7%
Own websites/apps of travel
vendors
Online travelprice
comparators (e.g.Skyscanner)
Online travelagencies (e.g.
Agoda)
Phone call /physical visit totravel agencies
Phone call /physical visit to
the airline / hotelsales office
It is easier to compare travel
products/services online60%
It is more convenient to book
after browsing online58%
I can browse anytime I want58%
It is more convenient than
making phone/physical
travel enquiries
53%
Search
47% of respondents used
either or both of the
following offline channels
100% of respondents used a
combination of the following online
channels
Top 5 Reasons for Online Travel BrowsingN=300
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Nearly 8 in 10 Indian travelers book 4 weeks or less in advance
65% most often book travel products/
services online on weekends
Time of booking of leisure and personal trips before departureN=296
Time of the week for online travel booking
4%
13%
15%
24%
23%
15%
5%
1%
Within 24 hours
2-3 days
4-6 days
1-2 weeks
3-4 weeks
1-2 months
3-4 months
5-6 months
Book
79% 80%
27% 30%25% 24%
When I’m home
When I’m at work or school
During mydaily
commute
When I’m out but have time to do it
When I’m already
travelling
52% of respondents book
on-the-go
Location for online travel booking
of respondents book
leisure and personal
trips 4 weeks or less
before departure
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Smartphone apps are the #1 booking devices for most in-destination activities
Top devices used to book for in-destination activities
N=300
Types of in-destination activities that travelers have made online booking for during the trips
N=300
Travel
37%
28%
45%
17%
34% 34%
29%
26%19%
34%28% 27%
17%
21%16%
26%
18%14%
113
17%
99
25% 89
20%84
23%
65
20%
64
25%
Others Laptop computer Smartphone browser for mobile sites Smartphone apps
Day trip (Excursion,
sightseeing)
Dining outTheme Park Museum/ cultural
attraction
Outdoor activities
(canoeing, rock
climbing, etc.)
Ticketed event
(concert, sports,
shows, etc.)
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52% 52% 52% 54% 51% 47% 51% 48%
30% 33% 31% 29% 31% 36% 30% 38%
19% 15% 17% 17% 18% 17% 19% 15%
Posting commentson a general socialnetworking website
Online instantmessaging
Writing a review ona traveler review
website
Email Writing a review onan online travelagency website
SMS textmessaging
Writing orcommenting on
blogs
Personalconversations (in
person or viaphone)
Baby Boomers (>50) Gen X (40-49) Millennials (18-39)
Treat Millennials well, because they can make or break your reputation
Means of sharing travel experiences from trips with others, by age group
N= 300
Millennials are the most likely to share their experiences with peers
Return
Introduction to Criteo
& Yatra Customer Story
4
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Criteo applies personalization and predictive bidding to each single impression
Lisa likes to scroll through
products in the ad.Mary engages with deals.Amy converts with simple
visual design.
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Seamless support of the consumer journey across
Laptop
Mobile
Tablet
Android Others
iOS
Web
Open Web
Platforms
Publisher Ecosystems
Devices
Marketing Channels
Apps
Social
Native
Increase in Transactions, Traffic Volume and Order Value
*Uplift from Aug 2015 to Mar 2016 | Copyright © 2017 Criteo. Confidential.
Yatra.com is India’s leading Online Travel Agency (OTA), with more than 30 per cent of local market share for all
online travel-related transactions.
62%Increase in Domestic Flight
Bookings*
54%Decrease in Cost per
Acquisition*
34%Increase in Average Order
Value*
“The strength of the Criteo Engine is that a consumer would not be seeing ads all the time on every site. Instead, they will
see the ads at the right frequency on selected sites determined and delivered by Criteo’s algorithms, as a reminder to
return to our site and complete the purchase.”
- Saurabh Gupta, Senior Manager - Marketing, Yatra.com
http://www.criteo.com/results/yatra/
Yatra observed that a high volume of online traffic
would not necessarily translate to increased
transactions. Competing retargeting solutions helped
Yatra experience an initial increase in conversion
rates, but these solutions operated separately and
hence the consumers would end up being served an
excessive number of display ads resulting in user
fatigue, and reduced sales conversions.
Yatra decided that it required a unified retargeting
platform – one combining the ad inventories from
Google, Yahoo! and Facebook, as well as other
publishers. With Criteo’s performance marketing
solution and extensive direct relationships with more
than 16,000 publishers worldwide, Yatra was able to
engage consumers with personalised ads or product
recommendations in real-time.
Ch
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A trusted partner for leading online travel brands
OTAs
Metasearch
Airline
Accommodation
Car Rental
Tour Operators
Cruise
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