Australian Travel Report: Summary

Transcription

1

2 Australian Travel Report: Summary Looking back on the summer season, the travel industry experienced steady growth in website traffic reaching 491 million visits in Q1 of 215, a 12.6 percent increase over Q4 214.This represents the third consecutive quarter of growth for travel related sites in Australia. The Australian Travel market has experienced consistent growth over the past three quarters with a 12.6 percent increase in site visits in over the previous quarter. While we have seen some drop off in Q2 the past two years, it s possible that the growth trend continues this year as the entire industry has experienced year-over-year growth compared to Q Destinations and Accommodation continues to be the most popular travel related industry with a positive relative change of 18.4 percent in total visits over the previous quarter, the second largest growth in this set. Agencies remain as the second most popular travel related industry after growing 1.4 percent and reaching a total of 123 million visits this quarter. Commercial Airlines was the only industry to experience a drop in their total visits this quarter, with 1.2 million fewer visits this quarter compared to the previous quarter: a negative relative change of 1.5 percent over the period. Visits from desktop and laptops still account for the largest proportion of visits to all four travel industries in this set. However, visits from mobile and tablet devices already represent 31.3 percent of all visits to Destinations and Accommodation sites. Compared to all industry average (28.5 percent), the high mobile share in this sub-industry indicates users seek information whilst on-the-go. Based on Experian s Mosaic segmentation system, affluent professionals and retirees (Mosaic Group A and D, more specifically) are among the most likely to visit travel-related websites. Interestingly, the Cruise industry, counts more heavily on families from regional or remote locations in Australia (Mosaic group E) who visit those sites at rates well above average. More details on Mosaic segments can be found via the link below: a213/html/animation.htm On the other hand, Cruises enjoyed two digits growth for the second consecutive quarter (27.4 percent), reaching 24 million visits in the most recent quarter. Figure 1: Quarterly Performance by Total Visits (Consolidated) Industry Total Visits Total Visits 6 Total Visits 1 Destinations and Accomm. 215,611, ,185, % 39,573,43 2 Agencies 111,672, ,277, % 11,64,638 3 Commercial Airlines 9,467,85 89,266, % -1,21,297 4 Cruises 18,856,391 24,3, % 5,174,3 Total 436,68,93 491,759, % 55,15,81 2

3 Travel: Key industries performance by visits The travel industry as a whole has seen growth in total visits for three consecutive quarters which reverses a trend of mixed results over the previous five quarters starting in mid-213. With the exception of the Commercial Airlines sub-industry, the entire sector saw improvement in visits in Q1 with low double digit change in the Cruise sector and 53 million more total visits in the Destinations and Accommodations sector over the same quarter in 214. Figure 2: Quarterly Performance by Quarterly in Total Visits Commercial Airlines Destinations and Accomm. Agencies Cruises 4% 3% 2% 1% % -1% -2% -3% Q1 213 Q2 213 Q3 213 Q4 213 Q1 214 Q2 214 Q3 214 Figure 3: Quarterly Performance by Total Visits (Trended) 3,, 25,, Destinations and Accomm. Agencies Commercial Airlines Cruises Total Visits 2,, 15,, 1,, 5,, Q1 213 Q2 213 Q3 213 Q4 213 Q1 214 Q2 214 Q

4 Travel: Key industries performance by device Consumers use both mobile and desktop devices when researching and booking travel. While Agencies and Cruises are in line with the overall proportion of mobile versus desktop usage, the Airline industry has a greater share of visits from desktops likely due to comparison shopping behavior. The Destinations and Accommodation segment, alternatively, has a higher percentage of mobile visits that is driven by consumers searching for things to do or places to eat while they are traveling. Figure 4: Quarterly Performance by Device Used by Visitors () Desktop / Laptop Mobile / Tablet Destinations and Accommodation Agencies 31.3% 28.4% 68.7% Online Population 71.6% 28. Commercial Airlines 71. Cruises 21.9% % 71. 4

5 Travel: Key industries performance by lifestyle While most affluent households travel in line with or more than their proportion of the population, the Cruise industry has an opportunity to reach more Independence & Careers (Mosaic group C), who are young, single professionals living in city centers. While this segment accounts for 1 percent of the online population, they only account for five percent of visits to Cruise sites. Learn more about Mosaic in the Glossary. Figure 5: Quarterly Visits to Travel Industry by Mosaic Groups A B C D E F G H I J K L M Visit Share to Each Industry Online Population 7% 13% 1% 4% 7% 1% 7% 3% 11% 7% Destinations and Accomm. 9% 1 11% 6% 9% 3% 4% 11% Agencies 9% 13% 11% 9% 6% 3% 4% 1% 4% Commercial Airlines 1% 13% 13% 6% 6% 3% 9% 4% Cruises 9% 1 7% 1% 11% 4% 1% % 1% 13% Figure 6: Quarterly Visits Index to Travel Industry by Mosaic Destinations and Accomm. Agencies Commercial Airlines Cruises

6 Travel: Online searches for flights International destinations were more popular than domestic destinations during the most recent quarter with Australia accounting for 41.9 percent of search share. The United States jumped over New Zealand and Indonesia and now tops the overseas leaderboard for countries. Tokyo was the fastest moving destination while Melbourne remained ahead of Sydney as a local favorite this quarter. Figure 7: Top 1 Countries by Search Share Country % of Total % of Total Current Quarter Position 1 Australia 5.3% 41.9% United States % New Zealand 7.6% Indonesia % 2 ` 4 (2) 5 United Kingdom 4.1% Thailand 3.6% 4.% India % Philippines 1.% 2.2% China 1.1% 1.7% Fiji 1.9% 1.7% 8 1 (2) Total 89.% 78. Previous Quarter Position Change Figure 8: Top 1 Domestic Destinations by Search Share Destination Country % of Total % of Total Current Quarter Position 1 Melbourne Australia 24.6% 24.3% Sydney Australia 23.1% Brisbane Australia % Perth Australia 8.2% 7.7% Adelaide Australia 5.1% 5.3% Gold Coast Australia 4.6% 3.9% Cairns Australia 2. 3.% Hobart Australia % Canberra Australia 2.3% 2.3% 8 9 (1) 1 Darwin Australia 1.4% 1.7% Total 86.3% 8.7% Previous Quarter Position Change Figure 9: Top 1 Fast Moving Destinations by Change Destination Country % of Total % of Total Current Quarter Position 1 Tokyo Japan.1% Ho Chi Minh / Saigon Vietnam.%.3% Barcelona Spain.%.3% Cebu Philippines.%.2% Seoul South Korea.1%.4% Hanoi Vietnam.%.2% Miami United States.1%.2% Edinburgh United Kingdom.1%.3% Orlando United States.%.1% South Korea South Korea.%.1% Total. 2.9% Previous Quarter Position Change 6 6

7 Travel: Commercial Airlines Qantas and its low-cost subsidiary Jetstar continue to be the two most popular Commercial Airlines websites visited by Australians this quarter. Combined, they hold a share of 44.6 percent of all visits to the industry. Virgin Australia and its now fully owned low-cost subsidiary in Australia Tiger Airways control another 2.2 percent of the visits. Figure 1: Top 1 Sites by 1 Qantas % 2. 2 Jetstar 18.9% 18.1% -4.6% Virgin Australia % -22.4% Tiger Airways 6.6% 6.6% AirAsia 5.7% 4.6% -19.4% Emirates 3.6% % -. 7 Air New Zealand - Australia 2.4% 3.4% 45.1% Singapore Airlines 2.4% 2.6% 5.6%.1 (1) 9 Cathay Pacific 1.4% % FlyScoot.com 1.7% % -.2 (1) Total 84.7% % -2.9 % Points Change Figure 11: Top 1 Fast Moving Sites by 1 Qantas % 2. 2 Air New Zealand - Australia 2.4% 3.4% 45.1% Air New Zealand. 1.2% 53.6% Etihad Airways.9% 1.3% 44.1% Cebu Pacific Air.1%. 61.2% Spirit Airlines.%.3% British Airways.4%.6% Thai Airways International..7% 32.1% Singapore Airlines 2.4% 2.6% 5.6%.1 (1) 1 easyjet.com.3%.4% 49.4%.1 2 Total 32.3% 37.4% 15.9% 5.1 Change Figure 12: Top 1 Fast Moving Search Terms by Search Term Visits Share Visits Share 1 qantas frequent flyer.77% 1.37% 77.9%.6 2 qantas 6.33% 6.66% 5.2%.33 3 tigerair.63% %.25 4 virgin australia 4.1% 4.31% 5.1%.21 5 quantas.4% youtube.3%.17% 466.7%.14 7 jetstar airlines.11%.24% 118.2%.13 8 qantas.com.au.2.37% 48.%.12 9 cathay pacific.91% 1.% 9.9%.9 1 emirates flights.6%.14% 133.3%.8 Total 13.6% 15.7%

8 Travel: Agencies Webjet Australia continues to be the most popular Agency website in the country after expanding its visits share from to 14.4 percent to 13.3 percent this quarter. However, Expedia Australia and its acquired Australian travel company Wotif.com hold a combined share of 2.2 percent, putting the group as the virtual market leader in Australia. Figure 13: Top 1 Sites by 1 Webjet Australia 13.3% 14.4% 7.9% Wotif.com 12.% 1.2% -14.9% Expedia Australia 9.4% 1.% Flight Centre % -5.2% Skyscanner Australia 5.9% 6.1% 3.1%.2 6 Lastminute.com.au 4.9% 4.3% -11.7% au.edreams.com 3.% 2.1% -3.1% FareCompare 1.4% % STA Travel Australia %. (1) 1 CheapOair 1.2% 1.4% Total 6.% % -1.5 % Points Change Figure 14: Top 1 Fast Moving Sites by 1 Webjet Australia 13.3% 14.4% 7.9% Expedia Australia 9.4% 1.% Hello World.7% 1.2% 72.1% China Highlights Travel.2%.4% 132.9% CheapOair 1.2% 1.4% Airfares Flights Australia.2%.4% Cruise About..7% 34.3% Skyscanner Australia 5.9% 6.1% 3.1%.2 9 Student Flights. 1.% 22.4% liligo.com.1%.3% 28.7%.2 47 Total 32.3% 35.7% Change Figure 15: Top 1 Fast Moving Search Terms by Search Term 1 webjet 4.57% webjet australia.14%.66% 371.4%.52 3 webjet.com.au.26%.66% webjet flights.41% %.14 5 momondo.1%.11% 1.%.1 6 flights.23%.31% jetstar online booking.6%.13% 116.7%.7 8 jetstar airlines.4%.11% 175.%.7 9 chinese new year 215.3%.1% 233.3%.7 1 skyscanner australia.4%.11% 175.%.7 Total % 59.2% 3.4 8

9 Travel: Cruises The American multinational cruise company Carnival Corporation continues to dominate the Australian market with three websites in the top 1: P&O Cruises Australia, Princess Cruises and Carnival Cruise Lines AU. Combined, they correspond to a total of 25.3 percent of all visits. Despite the rise of river cruises, maritime cruises represent the bulk of the industry. Figure 16: Top 1 Sites by 1 P&O Cruises Australia 1.4% Ozcruising 8.4% Princess Cruises 9.2% 8.4% -8.% -.7 (1) 4 RoyalCaribbean.com.au % 1. 5 Carnival Cruise Lines AU % 4.4%.3 6 Aussie Cruise Sale Finder.com.au 4.9% 4.6% -4.6% Cruise About 3.2% 3.7% 16.4% Spirit of Tasmania 3.1% 3.% -4.2% Clean Cruising % 2.1% Cruise Critic 3.6% 2.6% -27.6% -1. (3) Total 58.1% 58.4%.4%.2 % Points Change Figure 17: Top 1 Fast Moving Sites by 1 RoyalCaribbean.com.au % 1. 2 Cruise About 3.2% 3.7% 16.4% SeaScanner. 1.% 78.1% Cruise1st.com.au 1.4% % Silversea Cruises.4%. 94.6% P&O Cruises Australia 1.4% Experiencemorethanscenery.com.au.2% % Cunard Line Australia % Carnival Cruise Lines AU % 4.4%.3 1 Carnival Cruise Lines.9% 1.1% Total 3.% 34.2% 13.7% 4.1 Change Figure 18: Top 1 Fast Moving Search Terms by Search Term 1 ozcruising.54% 1.31% 141.6%.77 2 carnival cruises % 26.1%.48 3 celebrity cruises.47%.76% 62.%.29 4 cruises.6%.86% 44.2%.26 5 p and o cruises.49%.7% 43.9%.21 6 p&o cruises 1.62% 1.83% 13.%.21 7 royal caribbean % 8.4%.19 8 where is sea princess.%.17% New New.17 9 queen mary 2 current position.3%.2% 593.6%.17 1 carnival cruises 215.6%.2% 211.7%.14 Total 7.9% % 2.9 9

10 Travel: Destinations and Accommodation The Destinations and Accommodation industry continues to be controlled by three multinational travel giants: TripAdvisor, Priceline Group and Expedia Inc. Combined, they saw their visits share growing to 35.6 percent from 33.8 percent on a quarterly basis. Airbnb Australia managed to secure five out of the ten fast moving search terms during the quarter. Figure 19: Top 1 Sites by Total % Points TripAdvisor - Australia % 1..2 Booking.com 9.7% 9.6% Stayz 3.6% 3.4% -5.2% -.2 Agoda.com 3.2% 3.2% -1.9% -.1 Hotels.com % 22.6%.6 Trivago % 5.4%.9 Accor Hotels 1.% 1.3% 31.3%.3 TripAdvisor 1.1% 1.3% 23.1%.3 Hotels Combined Lonely 1.2% 1.2% 6.7%.1 Planet 1.1% 1.1% -1.9%. 4.7% 42.6% 4.7% (2) (2) Figure 2: Top 1 Fast Moving Sites by 1 2 Trivago Hotels.com % Points % 5.4% % 22.6%.6 Change Aztourstravel.com.1% Accor Hotels 1.% 1.3% 31.3% TripAdvisor 1.1% 1.3% 23.1% Total TripAdvisor - Australia Amoma Viator Outrigger.com you.ctrip.com % %.3% % 1.% 17.2%.2.1%.2% 131.%.1.1%.2% 146.3% % 26.4% 14.% Figure 21: Top 1 Fast Moving Search Terms by Search Term 1 airbnb.6% 4.4% 614.% air bnb.1%.7% 737.7%.66 3 trivago.4%.6% hotels combined.1%.3% airbnb sydney.%.1% 423.7%.1 6 airbnb melbourne.%.1% 623.3%.1 7 easter 215.%.% 565.9%.3 8 carnival cruises.1%.1% 24.3%.3 9 airbnb new york.%.% 692.7%.3 1 trivago.com.au.%.% 668.4%.3 Total 1.4% % 5.1 1

11 Glossary Current Quarter: Relates to the consolidate period of the most recent calendar quarter as per the date this report was published. More specifically, for any visit related metrics (e.g. total visits, visits share) it encompass 3 full calendar months. For any search related metrics (e.g. search share) it encompass the 12 rolling weeks ending at the last Saturday of the quarter. Previous Quarter: Relates to the consolidate period of the quarter prior to the current quarter (see above). More specifically, for any visits related metrics (e.g. total visits, visits share) it encompass 3 full calendar months. For any search related metrics (e.g. search share) it encompass the 12 rolling weeks ending at the last Saturday of the quarter. Agencies: This industry contains websites that provide third-party bookings for travel services, such as package holidays, flights, and tours. The industry also includes the websites of offline travel agencies and tour operators, as well as publishers of travel deals and travel price comparison sites. It does not include sites which focus exclusively on accommodation bookings. Commercial Airlines: Commercial airlines, including aircraft charter companies, helicopter services operating a commercial venture. Cruises: This industry includes websites of cruise liners and cruise operators, agencies with a focus on cruise ship holidays, and information on cruises, or cruise ships. Destinations and Accommodation: This industry contains websites of accommodation providers, such as hotels and hotel chains, along with locality guides and tourist locations. Also included are sites that facilitate the online booking of accommodation, including thirdparty websites that provide bookings for a range of providers. Visits: A series of one or more page requests by a visitor without 3 consecutive minutes of inactivity. Total Visits: Represents the sum of visits made by all visitors in the country to a given website / industry within a given period of time. An unique visitor can make multiples visits to the same website / industry. : Represent the participation of a given website within a given industry. It s calculated by the total visits of a given website divided by the total visits of a given industry. For this reason, a website can still see a positive growth of its visits share despite having less total visits from one period to another, in case the industry as a whole sees less total visits. Search Term Share: Represents the participation of a given search term within a given industry. It s calculated by the total searches of a given term divided by the total searches of a given industry. Search Share: Represents the participation of a given website within a given industry in terms of all search traffic received. It s calculated by the total searches of a given website divided by the total searches of a given industry. Search Term: It s the exact search phrase used by internet users on search engines before visiting a given website / industry. Paid Search: Searches that resulted in a user visiting a website / industry via a pay-perclick (PPC) listing in the search results. Also know as sponsored links. Organic Search: Searches that resulted in a user visiting a website via a listing in the search results that was not a PPC listing. Fast Moving: Represents emerging trends from one period to another. It s calculated either by the highest volume change in visit / search share or by the highest volume change in rank positions. It only takes into account websites / search terms which can be found in the two periods of time, thus if a website / search term did not rank in a given period, it will not be considered. This criteria is used to prevent misrepresentation of results coming from a zero basis. 11

12 Glossary About Mosaic Australia Experian Marketing Services Mosaic is a geo-demographic segmentation system that classifies all Australian households into 49 Types and 13 Groups, providing a 36-degree view of consumers demographics, choices, preferences and habits. The latest version reflects critical new data presented in the 211 Census and provides up to date and comprehensive information about people within neighborhoods. This data, alongside individual household level information, gives powerful insights into consumers social demographics, lifestyles, behaviors and culture, providing organizations with the most accurate and comprehensive view of their customers, prospects and markets. Mosaic offers a common customer language to define, measure, describe and engage target audiences through accurate segment definitions that enable more strategic and sophisticated conversations with consumers. Key Facts Mosaic Australia is designed to identify groups of consumer behavior. Information is gathered for all residents and households in the country. Measures are created from all data sources for the local neighborhoods represented by Mesh Blocks. These areas contain on average 34 households. Built using a four-stage approach, including a detailed analysis of the latest societal trends in Australia, acquisition and development of the most appropriate data sources required to classify consumers accurately, a sophisticated proprietary approach to cluster analysis and analysis of market research to assist in the interpretation of the segmentation. More than 45 variables have been used to develop the Mosaic classification. The result is a multidimensional segmentation that classifies the population into one of 49 distinct Mosaic Types aggregated into 13 Groups. Experian has established itself as a leading global provider of consumer classifications over 3 years. This latest version takes its place amongst a family of consumer segmentation that is available in 28 countries and classifies over two billion consumers worldwide. Learn More See the Interactive Guide 6 Visit Watch Snapshot Videos 6 Visit Summary of the Groups Distribution of the Groups in the Population by Households and by Individuals 12

13 Experian Australia Pty Ltd. Level 6, 549 St Kilda Road Melbourne, VIC 34, Australia T: (61) F: (61) info@au.experian.com experian.com.au/marketing-services Research Methodology This report was produced by Experian Marketing Services using data from Experian Hitwise, a proprietary consumers insights online panel comprised of a sample of millions of internet users weighted to represent the online population in Australia. It includes changes and emerging trends, total visits, visits share, online traffic sources, visitor demographics and consumer search behaviour. 215 Experian Australia Pty Ltd. All rights reserved.