The Evolution of digital distribution tools and sales channels Jürgen Gevers General Manager AVIAREPS Tourism
The multi-dimensionality of e-commerce WEB SITES
Going online
Milesstones 1956 1976 1996 TRAVICOM internal external B2B external B2C
Expedia 1996
Evolution of Websites UA opens Apollo to travel agents 1956 1976 1996 American Airlines invents Sabre Expedia.com founded by MS Enabling Evolution
Expedia 2014
Recommendation Sites
Online Information Online Information: topics and intensity Destination Comparison of price Accomodation Package Tours Flight Events at Destination Train Car Rental main vacation 2013 main vacation 2005
Online Information Importance of rating portals more than 95% rely on ratings 75% say that the ratings matched with the hotel; 14% found it even better 65% use the Internet to support their decision making process 59% say that this is an essential part of their decision-making process Rating Websites are also used by tour operators! Most German tour operators check the recommendation-rate on holidaycheck before they add a new property to their portfolio.
Evolution of Websites UA opens Apollo to travel agents Tripadvisor is founded 1956 1976 1996 2000 2004 American Airlines invents Sabre Expedia.com founded by MS lonelyplanet.com offers travel deals Enabling Evolution Informative Evolution
Comparative Sites
Expectations on the web What do consumers expect to find in the Internet? better prices comparison/overview speed simplyfication special offers The internet remains most preferred source for information and for comparison of offers, prices and product
Evolution of Websites UA opens Apollo to travel agents Tripadvisor is founded Launch of kayak.com 1956 1976 1996 2000 2004 2005 2009 American Airlines invents Sabre Expedia.com founded by MS lonelyplanet.com offers travel deals Travelzoo launches fly.com Enabling Evolution Informative Evolution Comparative Evolution
Discount Sites
Discount Acceptance Have discounts and/or reduction vouchers ever influenced your decision when you booked a trip or vacation? yes no Discounts do not neccessarily affect the decision making process of travel bookings.
Evolution of Websites UA opens Apollo to travel agents Tripadvisor is founded Launch of kayak.com Launch of jetsetter.com 1956 1976 1996 2000 2004 2005 2009 2010 American Airlines invents Sabre Expedia.com founded by MS lonelyplanet.com offers travel deals Travelzoo launches fly.com Enabling Evolution Informative Evolution Comparative Evolution Costive Evolution
The multi-dimensionality of e-commerce WWW ENVIRONMENT
Internet Access 2000 to 2014 77% of the German population have acces to the Internet
Internet Access detail view Internet Acces 2006 vs 2014 age household income p.m. (EUR) total 14-29y 30-49y 50-69y 70+y up to 2,000-3,000-1,999 2,999 and more Best agers and low income households are catching up. Internet acces is no longer considered to be either hip or upscale, but to be available for everyone.
Vacation Segment Online Bookings length of stay 2-4 d 5-10 d 11-15 d > 16 d Travel expenses pre-booked services An average stay of 5-10 days is the best booked segment.
The multi-dimensionality of e-commerce SOCIAL MEDIA
Common Media
Social Media shares Which social media are used most frequently 67% of all social media users use facebook. Other social media do not play such an important role in Germany, though image/video-platforms are catching up.
Postings Where do travellers post social networks pating portals photo/video portals Comments on...... booking portals... destinations websites... travel report Average posting on 1.5 media... own blogs... others
Postings Active posting and passive informing Active postings in 2013 yes 36% no 64% in order to age (years) 14-29 20-49 50-59 60-70 51% 36% 28% 24% Social Media used as source for information no 19% yes 81% in order to age (years) 14-29 20-49 50-59 60-70 83% 82% 76% 82% Social Media is rather used as a source for information.
Postings How often and what is posted on vacation? no 64% 15% yes 36% rarely (up to three posts) from time to time (four to nine posts) often (ten posts or more) 38% 47% positive negative neutral don't know In contrast to other word to mouth processes social media is mainly positive.
Gaminfication
The multi-dimensionality of e-commerce MOBILE SOLUTIONS
APPs
Density of Mobile Devices The number of households with Mobile Devices increased enormousliy Share of households with either smartphone and/or tablet.
Increase of Mobile Devices The growth in Mobile Media Devices overtook traditional devices Mobile Devices are sold best.
The multi-dimensionality of e-commerce B2B TOOLS
TOMA
BISTRO
The multi-dimensionality of e-commerce AGENT TRAINING
E-Learning
Webinar
The multi-dimensionality of e-commerce FUTURE TRENDS
Future Trends enrichment realtime non-dedicated to market usability enlargement social media dependend personalized transparent