TRENDS IN TRAVEL. GfK turning research into business opportunities. Judith Nijk,

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1 TRENDS IN TRAVEL GfK turning research into business opportunities Judith Nijk,

2 GfK. Growth from Knowledge. Trusted for quality. For 80 years. 13,000 passionate experts We are the trusted source of relevant market and consumer information enable our clients to create winning strategies to enrich consumers lives We deliver globally vital insights into local markets in 100 countries Thought leader in the industries we serve 2

3 GfK Group: Consumer choises & experiences 3

4 Destructive competition and fragmentation in Travel The Travel market is becoming more complex, consumers expect transparency. 4

5 Integrating live forward bookings, 3 rd party data sources and consumer journey insights in all relevant segments GfK Consumer Insights Omni-channel purchase journey & complementary consumer panel data 3rd party data sources & market extrapolation Civil Aviation Authority OAG flight database IPS data Passenger Shipping Association Financial Reports Live channel forward bookings Operators Travel Agents Airlines & LCC OTA Cruise Acco s Expertise Segments Package Cruise Accommodation Flight Ancillary 5

6 De shopper is connected, the future is omnichannel: Work Home Play 24 7 Hours Connectivity and they use various devices to actively access online content from the moment they wake to the moment they sleep. GfK 2014 Retail We are presentatie everything Oktober Travel: Turning 2014 Research into Business Opportunities 6

7 Grip op de purchase journey van UW klant 6 power trends binnen travel 7

8 Reizen in 2014 goed voor bijna 34% van de totale online bestedingen in NL. INSIGHT 1a 8

9 Travel en tickets, koplopers in online bestedingen INSIGHT 1b Online aandeel binnen het betreffende marktsegment op basis van bestedingen % 82% 76% 62% Tickets voor attracties & evenementen Losse vliegtickets & accommodaties Pakketreizen Jan Sept 2014 Bron: GfK Consumentenpanels en GfK Retailpanel 9

10 Cross-channel usage is strong, so ensure synergy of message across on- and offline touch points INSIGHT 2 75% Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person. Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel

11 But online is growing fast, all ready 2/3 is internet only in the Netherlands. Brands are becoming the key driver to build trust in the online jungle of travel offerings INSIGHT % 18% 15% Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person. Source: GfK TravelMonitor and GfK Media Efficiency Panel

12 Wat wordt er geboekt? Bijna 60% van alle passagiers boekt enkel een accomodatie INSIGHT 3a Omzet Nov13-Okt14 Pax Nov13-Okt14 6% 22% 44% Pakketreis Alleen Accommodatie Alleen Vervoer 13% 7% 23% 28% Los vervoer, los accommodatie 57% 12

13 Hoe boekt de Nederlander zijn reis? 13% van de boekingen direct bij een airline INSIGHT 3B 13

14 Gebruik mobiel: Aandeel Tablet en Smartphone als aankoopdevice beperkt, maar groeiend INSIGHT 4a Online bestedingen HY naar devices 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 9% 47% 6% 9% 51% 50% 39% 42% 40% Totaal Pakketreizen Losse vliegtickets & accommodaties Desktop Laptop Tablet Smartphone Anders Onbekend Bron: Thuiswinkel Markt Monitor HY

15 Zelfde geldt voor gebruik Tablet en Smartphone bij oriëntatie. Booking.com app belangrijk touchpoint, airline, tablet INSIGHT 4b Online bereik apr-dec 2014 naar devices 100% 80% 60% 25% 19% 12% 17% 30% 15% 40% 20% 63% 64% 55% 0% AVG 4 Tour Booking.com AVG 5 airlines Operators PC / Laptop Phone Tablet Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person. Source: GfK travel Monitor and GfK DDMM april-aug

16 tagesgeld De uitdaging in Travel! Grip op een onvoorspelbare consument in een gefragmenteerde markt met enorme concurrentie. INSIGHT 25% 10x ~2/3 About a quarter of travel bookers don t know they re going to book a holiday 3 months before purchase They consider ten 5 After the booking times more brands they forget two than they expect third of the brands upfront they considered 16

17 The dramatic increase of touch points is changing consumers behavior Consumers spend over 5 hours on average searching for a flight and 65% used three devices Intensely used, greater importance during search process Less used, minor importance during the search process More transaction of frequency between 2 subcategories Less transaction of frequency between 2 subcategories Source: Hong Kong Omnichannel Purchase Journey study; Flight Tickets; June

18 Different groups: fastbookers and intensive researchers Youngsters, female, packaged tours Male, older, looking for best flight prices and connections 18

19 tagesgeld Grip op de online purchase journey INSIGHT 6 33 bezoeken aan 11 aanbieders 10 bezoeken aan vergelijkingssites 2 zoekopdrachten vanuit zoekmachine 2 luchtvaartmaatschappijen 19

20 6 Insights learned from GfK Purchase Journey 1 2 is part of 85% of the of the consumer journeys Internet is part of 85% Internet 1 2 consumer journeys Cross-channel Cross-channel 3 usage is strong, ensure synergy of message of message 3 The The mobile revolution Is happening now NOW mobile revolution is happening 25% of travel bookers don t know 5 6 Customer journeys they are going to Are are extremely book a holiday complex complex nowadays. 3 months before purchase 4 bookers don t know they are going to book a holiday 3 months before purchase 25% of travel 4 Customer 5 journeys Personalize, be relevant consistent and consistent on all touchpoints on all touchpoints 20

21 Stay in touch Judith.Nijk Business consultant Travel & Logistics

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