Distribution Evolution: How Travelers Search, Shop, Buy and Share. Tony D Astolfo Managing Director

Transcription

1 Distribution Evolution: How Travelers Search, Shop, Buy and Share Tony D Astolfo Managing Director

2 In the News 95% of member operators anticipate growth in sales in % forecasting optimistic to boom year growth of 10% or more 66% of business booked by U.S. residents was to international destinations Among the 10 destinations for travelers in 2015, Italy was number one, followed by United Kingdom, China, Peru, France, Mexico, Australia, South Africa, Brazil and Vietnam Source: United States Tour Operators Association (USTOA), 2014 Economic Impact Study 2

3 More Good News 96.5% state client spending will be the same or higher in the coming year 85% of agents indicate that 2015 bookings are on par or greater than this time one year ago Note: Based on actual booking data, the survey was conducted by Travel Leaders Group from November 11 - December 8, 2014, and includes responses from 1,226 U.S.-based travel agency owners, managers and frontline travel agents. Source: Travel Leaders Group 3

4 And Even More! Average spend when using a travel agent is on the rise!! Source: Travel Weekly Consumer Trends

5 Lurking Threats USTOA members cited potential threats to the positive outlook Natural disasters Pandemics and other health crises Strength of US$ & global financial stability Terrorism and political instability American workers took an average of 16 vacation days in 2013, which is down from 20.3, between 1976 and 2000* Source: *Oxford Economics analysis is based on the Monthly Current Population Survey results reported by the U.S. Bureau of Labor Statistics (BLS) and a June 2014 survey of 1,303 American workers conducted by GfK Public Affairs and Corporate Communications, in conjunction with Oxford Economics. 5

6 Source: Phocuswright Inc. 6

7 Sounds Familiar? Tourism Australia Distribution

8 What s Trending?

9 Entering 2015 close to two in three travel dollars are still spent offline.* * This is the total retail travel value (gross bookings) across online travel agencies and the websites and mobile apps of airlines, hotels, car rental companies, cruise lines, tour and rail operators. Source: Phocuswright's Global Online Travel Overview Third Edition 9

10 Share of global travel gross bookings by channel, 2014 Online* 35% Offline 65% * This is the total retail travel value (gross bookings) of all travel purchased through the websites and mobile applications of online travel agencies and supplier websites across all six travel segments and regions. Online travel does not include corporate travel bookings made through online corporate booking tools (e.g., GetThere, Egencia, Concur Travel, etc.). Source: Phocuswright's Global Online Travel Overview Third Edition 10

11 However online travel is growing faster than the total market. Source: Phocuswright Inc. 11

12 Global online and total gross travel bookings (US$B) 1,400 1,200 1, Total Market Online Market Source: Phocuswright's Global Online Travel Overview Third Edition 12

13 The U.S. and Europe account for two thirds of the global online travel market Online travel share by region, % 35% 6% 4% 21% 4% Source: Phocuswright's Global Online Travel Overview Third Edition The Middle East Eastern Europe & Russia 13

14 Regions with higher online penetration are growing the slowest Online penetration (2014) & CAGR ( ) by region Online Penetration (%) 45% 43% 8% 7% Online Penetration CAGR 27% 27% 25% 22% 21% 12% 24% 15% CAGR (%) Europe U.S. Eastern Europe APAC Middle East Latin America Source: Phocuswright's Global Online Travel Overview Third Edition 14

15 The fastest growth is in emerging markets (excluding Japan and ANZ from APAC) Global gross bookings by market type, (US$B) Emerging Markets* Developed Markets** * Emerging markets include Eastern Europe, the Middle East, Latin America and Asia Pacific (excluding Japan and Australia/New Zealand). ** Developed markets include Europe, the U.S., Japan and Australia/New Zealand. Source: Phocuswright's Global Online Travel Overview Third Edition 15

16 USA holiday visitors by age-group & internet use 62% of US holiday visitors booked at least one component of their trip online in 2014; an increase from 40% in Total: 56% booked some of their trip online Holiday: 62% booked online / 38% offline 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % of visitors who used internet USA Planning Booking 72% 56% Dec-05 Mar-06 Jun-06 Sep-06 Dec-06 Mar-07 Jun-07 Sep-07 Dec-07 Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Year ending 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % of visitors who used internet USA Planning Booking 82% 62% Dec-05 Mar-06 Jun-06 Sep-06 Dec-06 Mar-07 Jun-07 Sep-07 Dec-07 Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Year ending (source: International Visitor Survey YE Sep-14).

17 Items booked online before trip Air tickets and hotel lead, but all categories were up in 2014 with the exception of Travel Insurance 120,000 Holiday purpose 100,000 80,000 60,000 40,000 20,000 0 International airfare Accommodation Visa Domestic airfare Organised tour Vehicle rental Entertainment activities or events Travel insurance Bus or train transport YE Sep 2006 YE Sep 2007 YE Sep 2008 YE Sep 2009 YE Sep 2010 YE Sep 2011 YE Sep 2012 YE Sep 2013 YE Sep 2014 (source: IVS YE Sep-14)

18 Information sources used before trip 16% of US holiday visitors to Australia sought information from a travel agent in 2013/14; an increase compared to 2011/ ,000 Holiday purpose 120, ,000 80,000 60,000 40,000 20,000 0 Internet Friend or relative living in Australia Travel book or guide Travel Agent Friend or relative who has visited Australia Did not get any information Previous Visit(s) Tour Operator Films or TV / Radio Program Airline company Work related / Business colleagues Travel Article in Newspaper or Magazine YE Sep 2007 YE Sep 2008 YE Sep 2009 YE Sep 2010 YE Sep 2011 YE Sep 2012 YE Sep 2013 YE Sep 2014 (source: IVS YE Sep-14)

19 Mobile

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21 Device ownership is high and rising Traveler smartphone ownership by country, % 82% 76% 78% 98% US UK FR DE CN Source: Phocuswright's Traveler Technology Survey; Phocuswright's European Traveler Technology Survey; Phocuswright s China Consumer Travel Report 21

22 While mobile bookings are up, it s not the most important story.

23 The most common use of mobile for travel is sharing. More travelers are sharing via mobile than via desktop.

24 More U.S. travelers use mobile before and after booking Traveler use of devices across the trip life cycle Tablet Smartphone Desktop 22% 35% 82% 21% 34% 82% 81% 57% 19% 41% Destination Selection Shopping Base: U.S. online travelers who own smartphones (N=1,658) Source: Phocuswright's Traveler Technology Survey % Booking 15% Sharing 24

25 So what about trip planning and booking?

26 Mobile gross travel bookings by market, 2012 and 2015 (US$B) U.S. Europe Japan China India Source: Phocuswright Inc. 26

27 Last-minute hotel bookings have been a major trend in mobile. And last-minute demand is significant.

28 More than one in four hotel searches on mobile sites occur within 24 hours of check-in. Booking window distribution of hotel searches on hotel and OTA mobile websites, May-December % 30% 25% 20% 15% 10% 5% 0% Hotel Mobile Search OTA Mobile Search Same day/1 day 2-7 days 8-30 days 31+ days Source: Phocuswright s Parsing Shop and Book: How OTAs, Airlines and Hotels Compete on the Desktop and Mobile Web; ADARA 28

29 And mobile bookings on OTAs skew much more heavily to last minute. Booking window distribution of hotel bookings on hotel and OTA mobile websites, May-December % 70% 60% 50% 40% 30% 20% 10% 0% Hotel Mobile Bookings OTA Mobile Bookings Same day/1 day 2-7 days 8-30 days 31+ days Source: Phocuswright s Parsing Shop and Book: How OTAs, Airlines and Hotels Compete on the Desktop and Mobile Web; ADARA 29

30 Social Media

31 We already know social is big for travelers.

32 Percentage of Travelers Who Use Social Monthly 80% 82% 69% 73% 98% US UK FR DE CN Source: Phocuswright s Traveler Technology Survey 2013; Phocuswright s European Traveler Technology Survey; Phocuswright s China Consumer Travel Report

33 But it s how travelers use it that matters.

34 Social is gaining as a sharing medium for travelers Methods of sharing about leisure trips Personal conversations (in person or via phone) 0% 10% 20% 30% 40% 50% 60% 70% Posting on social networks Text messaging Online instant messaging France Germany U.K. U.S. Writing a review on a travel review website Writing a review on an OTA Question: During or after your leisure trips taken in the past 12 months, how have you shared or discussed your travel experiences with others? Please select all that apply. Base: European travelers (France N=1,155; Germany: N=1,143; UK: N=1,158; U.S.: N=2,203) Source: Phocuswright s European Traveler Technology Survey

35 Travel-related social media activities of U.S. & European travelers Post on a social network while traveling Look for deals on social networks Post on a social network at home or work Solicit tips/advice from "friends" "Like" or "follow" a company France Germany U.K. U.S. Share deals I have found on social networks Download an application to use on my page 0% 10% 20% 30% 40% 50% Question: In the last 12 months, which of the following activities have you done on an online social network specifically related to travel? Base: Travelers who are active users of online social networks (U.S. N=1,909; France N=842; Germany N=891; UK N=951) Source: Phocuswright s European Traveler Technology Survey 2014; Phocuswright's Traveler Technology Survey

36 DMOs, online sellers most active across social platforms Facebook Twitter YouTube LinkedIn Currently use/ plan use in next 12 months DMOs Online sellers Suppliers Travel agencies Travel packagers Google+ 0% 20% 40% 60% 80% 100% Q2: Please indicate whether your organization actively uses or plans to use each of the following online social or mobile services for marketing, customer service or other business purposes. Base: Total eligible companies (N=580) Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 36

37 Travel companies top social challenges Airlines Lodging Online Sellers Travel Packagers Travel Agencies DMOs Measuring ROI on organized social activity 19% 52% 51% 44% 24% 56% Measuring the impact/reach of branding and brand marketing through social media 22% 48% 29% 47% 28% 52% Keeping up with new social platforms 41% 45% 31% 13% 32% 48% Responding to customer comments and complaints 46% 31% 14% 16% 34% 15% Measuring ROI on social advertising 16% 29% 31% 19% 26% 23% Dealing with fake reviews or slander 16% 22% 11% 25% 15% 4% Managing multiple accounts across multiple social networks 11% 19% 31% 16% 16% 29% Monitoring social media activity 30% 17% 29% 38% 34% 31% Q26: Which of the following would you consider to be major challenges with regard to managing social media for your organization? Select up to three. Base: Total eligible companies (N=580) Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 37

38 Facebook is the clear social media choice for travel information 95% 46% 34% 33% 31% 31% 1.4% Facebook Twitter Pinterest Google+ LinkedIn Instagram Other Question: In which online social networks do you actively participate? Base: U.S. leisure travelers who used social websites (N=444) Source: Phocuswright s Canadian Tourism Survey

39 Not a trend, but still a big deal! Millennials

40 There are so many. And they travel.

41 25% of the U.S. population 80 million U.S. consumers were born between 1977 and 2000, making the millennial generation bigger than Baby Boomers and Generation X. Source: U.S. Census Bureau 41

42 And more of them travel (especially older millennials) Percent of U.S. adults who travel, by age, % 60% 40% 20% 0% Average Source: Phocuswright's Consumer Travel Report Sixth Edition 42

43 Millennials are twice as likely to take long trips (14 nights or longer) Source: Phocuswright's Consumer Travel Report Sixth

44 and 42% of millennials traveled internationally in 2013 (compared to only 28% of older travelers). Source: Phocuswright's Consumer Travel Report Sixth Edition

45 They are passionate for travel. Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter 45

46 They seek unique, authentic experiences 46

47 But before you get your hopes up Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter 47

48 they don t spend quite as much. Annual Leisure Travel Spend $3,217 $3,381 Millennials Older travelers Source: Phocuswright's Consumer Travel Report Sixth Edition

49 More travel but less total spend means millennials are 49

50 a lot less likely to stay here Source: Phocuswright's Consumer Travel Report Sixth Edition

51 and more likely to stay here. 6 in 10 stayed with friends and family when traveling in 2013 Source: Phocuswright's Consumer Travel Report Sixth Edition

52 Millennials are also demanding, and much more likely to book last minute. 52

53 23% of millennial travelers booked their last trip less than one week before departure Only 12% of older travelers did the same

54 They are less motivated by these Source: Phocuswright's Consumer Travel Report Sixth Edition 54

55 and much more likely to make their travel decisions here. 85% of millennials always check multiple websites to make sure they get the best deal Source: Phocuswright's Consumer Travel Report Sixth Edition 55

56 Millennials may not be your core audience today, but they will be, when they reach their peak earning and spending years. Now is the time to build relationships, as they engage brands, form perceptions and develop travel habits and preferences.

57 And mobile is a good place to start. Millennial and non-millennial travelers who use smartphones by trip planning phases, 2013 Older travelers Millennials 36% 37% 6% Destination selection 11% Shopping 5% 23% Booking Source: Phocuswright s Traveler Technology Survey

58 Welcome to the sharing economy 58

59 The sharing economy is touching just about every segment of the travel industry. 59

60 Lodging Riding Renting Touring and dining 60

61 Free Downloads Visit phocuswright.com

62 Destination Marketing Research Access to The Global Edition Access to The Innovation Edition 2 Access-to-Analysts sessions Quarterly webinars exclusively for DMOs 10% discount off Phocuswright events Visit Cees the Phocuswright booth Or sales@phocuswright.com

63 Thank you! Tony D Astolfo Managing Director tdastolfo@phocuswright.com