TRENDS SHAPING ONLINE TRAVEL Euromonitor
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1 TRENDS SHAPING ONLINE TRAVEL Euromonitor International 18
2 GLOBAL OVERVIEW CONSUMER TRENDS IN ONLINE TRAVEL A NEW COMPETITIVE ENVIRONMENT
3 GLOBAL OVERVIEW Global online travel sales record healthy growth 3 Global travel and tourism sales up from US$2,260 billion (2013) to US$2,840 billion (2017) Healthy growth driven by rising number of trips in advanced and emerging markets Global online travel sales accounted for US$590 billion (2013), 25% of total sales Global Travel and Tourism and Online Travel Sales ,000 2,500 US$ billion 2,000 1,500 1, Travel Sales Online Travel Sales Note: Includes both direct sales and sales through intermediaries in transportation, travel accommodation, car rental and tourist attractions Source: Euromonitor International
4 GLOBAL OVERVIEW Air transport leads online travel sales, followed by hotels 4 Air online sales accounted for US$360 billion - 46% of total air travel sales Travel accommodation amounted to US$164 billion, with a 23% penetration rate 1,400 Global Travel and Tourism and Online Travel Sales by Category ,200 US$ billion 1, Travel Sales Online Travel Sales Transportation Travel Accommodation Note: Includes both direct sales and sales through intermediaries Source: Euromonitor International Tourist Attractions Car Rental
5 GLOBAL OVERVIEW North America stays ahead in online travel sales 5 North America was the leading world region in terms of online travel sales (2013) Europe was the second largest at US$200 billion, with 34% penetration Asia Pacific is largest for total travel sales of US$691 billion, but is only third for online 700 Global Travel and Tourism and Online Travel Sales by Region 2013 US$ billion Travel Sales Online Travel Sales - North America Western Europe Asia Pacific Australasia Latin America Eastern Europe Middle East and Africa Note: Includes both direct sales and sales through intermediaries in transportation, travel accommodation, car rental and tourist attractions Source: Euromonitor International.
6 GLOBAL OVERVIEW Asia Pacific to double its online travel sales by North America to record the lowest growth over at 7% CAGR Western Europe to catch up with North America by 2017, with US$270 billion Asia Pacific online travel sales to double from US$78 billion to US$155 billion US$ billion Online Travel Sales by Region North America Western Europe Asia Pacific Australasia Latin America Eastern Europe Middle East and Africa Note: Includes both direct sales and sales through intermediaries in transportation, travel accommodation, car rental and tourist attractions Source: Euromonitor International.
7 FOCUS ON ONLINE HOTEL SALES IN EUROPE Spain is main destination market for online hotel bookings 7 Spain was the largest European destination for online hotel sales, US$6 billion Italy achieved the sharpest growth in 2013 (+26%), followed by Spain (+24%) Top European Destinations for Online Hotel Sales 2012/2013 US$ billion
8 GLOBAL OVERVIEW CONSUMER TRENDS IN ONLINE TRAVEL A NEW COMPETITIVE ENVIRONMENT
9 CONSUMER TRENDS IN ONLINE TRAVEL Multi-screen consumer behaviour goes mainstream 9 According to Google, consumers use of multiple screens is sequential or simultaneous Smartphones are generally the starting point to then move to PC, tablet or TV Companies need to build flexible technological architecture to reach consumers on all screens Sequential usage Simultaneous usage
10 CONSUMER TRENDS IN ONLINE TRAVEL Impact of wearable technologies and connected cars 10 Wearable technologies reach connected consumers for alerts and customised service Expedia working on the development of software for Google Glass, ahead of its release Connected cars allow on-the-go consumers find information, book hotels and other services 1996 PC Internet 2007 Mobile Internet Wearable technology - Connected cars
11 CONSUMER TRENDS IN ONLINE TRAVEL Peer-to-peer and the sharing economy 11 Thanks to social media, travellers have been sharing their reviews and other content for years Travel services is the second stage in the peer-to-peer and sharing trend Consumers are now active in providing holiday apartments, cars, meals and tours Sharing reviews, photos and videos Sharing travel services
12 CONSUMER TRENDS IN ONLINE TRAVEL Personalisation through Big Data Travellers expect a more unique and tailored consumer experience Big data helps companies to present customers with targeted options Kayak makes use of big data to build search results and to predict future flight prices 12
13 13 CONSUMER TRENDS IN ONLINE TRAVEL Rising demand for real-time services Always connected consumers expect to receive real-time services from travel companies Companies need to provide personalised alerts and information Customer service needs to be available 24/7 and easy to access via mobile devices Travellers Space: Anywhere Time: Anytime Travel companies
14 GLOBAL OVERVIEW CONSUMER TRENDS IN ONLINE TRAVEL A NEW COMPETITIVE ENVIRONMENT
15 A NEW COMPETITIVE ENVIRONMENT Technology players: Google OTAs have made significant investments in Google ads, which fuels their growth From search engine to knowledge engine: providing not only links but also answers Slow but steady growth for Google Hotel Finder and Google Flights metasearch engines 15
16 16 A NEW COMPETITIVE ENVIRONMENT Engaging customers through social media Photos and comments shared on social media are effective sources of inspiration for travel Social media is a great tool to engage customers and gain loyalty over the long term but less effective in generating bookings in the short term Tourism boards Hotels Airlines Travel retailers Social Media Brand awareness Loyalty Customer service Crisis management Promotion
17 17 A NEW COMPETITIVE ENVIRONMENT OTAs - increased consolidation Priceline and Expedia are the dominant players in the OTA space Odigeo hotel search and Travelocity are powered by the Big Two Chinese and Indian players are growing rapidly World s Leading Global Online Travel Agencies 2011/2012 Expedia Inc Priceline.com Inc Sabre Corp Orbitz Worldwide Inc OdigeO Group Ctrip.com International Ltd Wotif.com Holdings Ltd Hotel Reservation Service GmbH MakeMyTrip India Pvt Ltd Gross sales US$ billion
18 18 A NEW COMPETITIVE ENVIRONMENT Tough competition between intermediaries and direct suppliers Airlines have successfully competed with online intermediaries Hotel companies suffer from the rise of OTAs Competition between OTAs and hotel chains expected to intensify further in future Hotel Online Sales by Channel in Europe Air Online Sales by Channel in Europe , , , US$ billion US$ billion ,000 60, , , Hotels Intermediaries Airlines Intermediaries
19 19 A NEW COMPETITIVE ENVIRONMENT Traditional retailers embrace online travel TUI Travel: Online Sales as % of Mainstream Sales Thomas Cook: Online Sales as % of Group Sales % of group sales % of mainstream sales Leading tour operators are investing heavily in the online channel Over a third of TUI Travel and Thomas Cook s sales were made online (2013) TUI Travel is also active in the OTA sector with LateRooms, AsiaRooms and Malapronta Source: TUI Travel Note: Data refer to fiscal year ending September Source: Thomas Cook Note: Data refer to fiscal year ending September 2013
20 A NEW COMPETITIVE ENVIRONMENT The next big players in online travel New companies are emerging that could become the next big players in online travel Specialised mobile travel agencies include Hotel Tonight and Blink by Groupon OTAs from emerging markets could soon expand in advanced markets 20
21 THANK YOU FOR LISTENING Caroline Bremner Head of Travel and Tourism
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