DIGITAL TRAVEL TRENDS: FROM DREAMING TO BOOKING NIKKI BURMASTER, DIGITAL MEDIA PLANNER CAROL QUINN, ACCOUNT SUPERVISOR KARSH HAGAN

Transcription

1 DIGITAL TRAVEL TRENDS: FROM DREAMING TO BOOKING NIKKI BURMASTER, DIGITAL MEDIA PLANNER CAROL QUINN, ACCOUNT SUPERVISOR KARSH HAGAN

2 TOP TRENDS OF THE DAY Digital carries more weight than traditional media in inspiring travel Travel is a multi-screen activity, and travelers often use multiple devices to complete a task Travel videos inspire vacations and influence destination decisions 2

3 +20% YOY -2% YOY +5% YOY 3

4 RESEARCH, VALUE, FAMILY TIME ARE IMPORTANT TO TRAVELERS 68% I generally begin researching online before I decide where or how to travel 66% I plan to spend more time shopping around/researching before booking travel because finding value for my money is important to me vs. 65% in % I plan to travel more frequently with my family in the coming year vs. 46% in

5 INTERNET RIVALS FRIENDS + FAMILY FOR TOP SOURCES OF INSPIRATION Family, friends or colleagues Internet 62% 61% TV 39% Magazines/Newspapers 30% Informational brochures 25% Books 17% Travel agents Radio Travel groups 9% 9% 8% 800 or toll-free number 4% Other Do not use any sources 7% 7% 5

6 INTERNET > TRADITIONAL MEDIA IN INSPIRING TRAVEL Importance of Sources for Inspiring Travel (Extremely/Very important) Family, friends or colleagues 82% Internet 82% Travel agents 70% 800 or toll-free number 68% Informational brochures 67% Travel groups 67% Books 59% TV 55% Magazines/Newspapers 54% Radio 48% 6

7 INTERNET IS THE TOP SOURCE FOR TRAVEL PLANNING Travel Planning Sources Internet 80% Family, friends, or colleagues 49% Informational brochures 28% TV Magazines/Newspapers 18% 18% Travel agents Books 14% 14% 800 or toll-free number 9% Travel groups 7% Radio 5% Other Do not use any sources 5% 6% 7

8 TOP ONLINE SOURCES USED Search engines Hotel websites 58% 60% Airline websites Online travel agency 47% 47% Map sites Travel review sites Travel search sites 37% 40% 43% Destination-specific sites 33% Car rental websites 27% Daily Deal sites Social networking sites Travel planning sites Online video sites General discount sites / web groups Cruise operator websites Cruise search sites 22% 20% 19% 18% 15% 13% 13% Tour operator websites 8% Other 3% 8

9 58% OF LEISURE TRAVELERS RELY ON ONLINE SOURCES AT DESTINATION Top Sources Used for Activity/Excursion Decisions Brochures/Books in my room/house Destination website/app Walking around destination 41% 41% 42% Concierge/staff at accommodation Other people on trip Accommodation website/app TV in my room/house Other travel websites/apps 22% 21% 25% 27% 31% Online videos 14% 9

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17 TRIP PLANNING DEVICE USAGE 88% 53% 70% 17

18 47% of travelers who looked for destinations to visit or vacation ideas, started on one device and completed the activity on another 18

19 ADS ON SMARTPHONES MAKE PEOPLE Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June Remember You 68% of travelers recall ads viewed on smartphones (compared to 59% on desktop) Take Action 71% of travelers who saw ads took an action after viewing an ad on a smartphone (compared to 63% on desktop)

20 OF THOSE WHO TOOK ACTION: 25% Clicked the ad 24% Visited the advertiser website 30% Looked for more information on that device 20

21 MOBILE TRAVEL SITES STILL HAVE ROOM TO IMPROVE Speed Design AcBon I d say speed is key. I want the sites I use on my phone to be fast I wish the websites would change their look or formats to be more suited to tablet and phone use" I would use [my tablet] for everything if it was more compabble with sites I frequent 21

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24 BY 2017, DIGITAL VIDEO WILL BE MORE POPULAR THAN SOCIAL NETWORKING 24

25 ONLINE TRAVEL VIDEO USAGE IS INCREASING 51% of travelers watch online travel videos (up from 45% in 2012) 25

26 TRAVELERS WATCH VIDEOS THROUGHOUT TRIP PLANNING When thinking about taking a trip 64% When choosing a destination 63% When looking for ideas of things to do at a particular destination - 65% When deciding on accommodations 52% When deciding which website to book on - 29% 26

27 TRAVEL VIDEOS INSPIRE AND INFLUENCE DESTINATION Inspired me to think about planning a vacation 60% Influenced where I have decided to travel 58% Prompted me to visit the website of the advertiser Encouraged me to consider the brand that was being advertised Introduced me to a travel brand/company I wasn't aware of 42% 49% 46% 27

28 TRAVELERS WATCH ALL TYPES OF TRAVEL VIDEOS 62% Videos from hotels, airlines, cruises, tours, etc. 59% Trip reviews from experts 57% Videos from travel-related channels 55% Trip reviews from people like me 48% Videos made by people like me 42% Commercials/ads from companies/brands 37% Videos by friends and family 28

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31 BUT THEY ALSO WATCH A VARIETY OF OTHER ONLINE VIDEOS Top 10 Types of Videos Ever Watched Online (Leisure and Business Travelers) 63% 63% 62% 59% 58% Movie clips and trailers Full-length TV shows Music News Humor 55% 55% 48% 48% 45% Full-length movies Food Weather Celebrity Sports 31

32 WHAT CAN YOU DO? 32

33 DIGITAL: DISPLAY What we already know Targeted + Scalable + Customized + Efficient Pinpoint messaging New considerations Value from media partners Production of Ad Banners SAVES $$ Networks Scale + Retargeting + Transparency + Brand Safety Niche segments Couples, Girlfriend/Golf Getaways, LGBT, Millennials 33

34 MULTI-SCREEN User experience Is your site ready? Responsive design Consider hyper-geo-located campaigns Tailor campaigns to all screens Lowest common denominator 34

35 ONLINE VIDEO Leverage your existing TV/video assets Curate your videos What helpful information are you giving people? Snackable content Consider Google TrueView Pay-per-view model No minimum spend Robust targeting Precise geotargeting 35

36 QUESTIONS? 36