DIGITAL TRAVEL TRENDS: FROM DREAMING TO BOOKING NIKKI BURMASTER, DIGITAL MEDIA PLANNER CAROL QUINN, ACCOUNT SUPERVISOR KARSH HAGAN
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
+20% YOY -2% YOY +5% YOY 3
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 2012 49% I plan to travel more frequently with my family in the coming year vs. 46% in 2012 4
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
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
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
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
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
MULTI-SCREEN 10
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TRIP PLANNING DEVICE USAGE 88% 53% 70% 17
47% of travelers who looked for destinations to visit or vacation ideas, started on one device and completed the activity on another 18
ADS ON SMARTPHONES MAKE PEOPLE Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013. 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)
OF THOSE WHO TOOK ACTION: 25% Clicked the ad 24% Visited the advertiser website 30% Looked for more information on that device 20
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
ONLINE VIDEO 22
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BY 2017, DIGITAL VIDEO WILL BE MORE POPULAR THAN SOCIAL NETWORKING 24
ONLINE TRAVEL VIDEO USAGE IS INCREASING 51% of travelers watch online travel videos (up from 45% in 2012) 25
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
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
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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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
WHAT CAN YOU DO? 32
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
MULTI-SCREEN User experience Is your site ready? Responsive design Consider hyper-geo-located campaigns Tailor email campaigns to all screens Lowest common denominator 34
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
QUESTIONS? 36