Influencing Travel Decisions: Stephen outerbridge

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Influencing Travel Decisions: Stephen outerbridge

  1. 1. INTERNATIONAL EXPLORATION CRUISE FORUM Stephen Outerbridge St. John’s | October 13, 2011 Stephen Outerbridge, Carlson Wagonlit Harvey’s Travel - Copyright © 2011 CWT
  2. 2. Technology and Leisure Travel <ul><li>Primarily means the internet </li></ul><ul><li>Virtually every entity has a website, Facebook page, etc. </li></ul><ul><li>Every step of the decision making and buying process profoundly impacted </li></ul>
  3. 3. Impact of the Internet <ul><li>Universal participation </li></ul><ul><li>Lots of content </li></ul><ul><li>Unfiltered information </li></ul><ul><li>Price transparency </li></ul><ul><li>Fragmentation </li></ul><ul><li>Too much content </li></ul><ul><li>Credibility Concerns </li></ul><ul><li>Importance of Value Diminished </li></ul>THE GOOD THE BAD &
  4. 4. Most Popular Websites <ul><li>Most popular websites in travel ranked by visits </li></ul><ul><ul><li>Google Maps: 14.64% (segmented visits) </li></ul></ul><ul><ul><li>MapQuest: 7.35% </li></ul></ul><ul><ul><li>Southwest Airlines: 2.65% </li></ul></ul><ul><ul><li>Expedia: 2.61% </li></ul></ul><ul><ul><li>Bing Maps: 1.83% </li></ul></ul><ul><ul><li>Yahoo! Maps: 1.83% </li></ul></ul><ul><ul><li>Priceline.com: 1.72% </li></ul></ul><ul><ul><li>Yahoo! Travel: 1.65% </li></ul></ul><ul><ul><li>TripAdvisor: 1.62% </li></ul></ul><ul><ul><li>Orbitz: 1.65% </li></ul></ul><ul><ul><li>Source: Experian Hitwise North America Newsletter – November 2010 </li></ul></ul>
  5. 5. Role of the Travel Agent <ul><li>Disintermediation (or our demise) has not occurred </li></ul><ul><li>Has prompted a profound sea change in our business </li></ul><ul><li>Suppliers have seen the dangers (and costs) of online booking strategy </li></ul><ul><li>Customers have seen pitfalls and frustration in dealing direct </li></ul><ul><li>Time is money and professional advice has value. Plus you are not alone when things go badly. </li></ul>
  6. 6. Traveller Confidence <ul><li>Percentage of travellers indicating they were “very/ extremely” confident in various media sources for destination and travel supplier decisions. </li></ul><ul><ul><li>Family / Friend Recommendations 81% </li></ul></ul><ul><ul><li>Travel guidebooks 57% </li></ul></ul><ul><ul><li>Online travel agents 54% </li></ul></ul><ul><ul><li>Online advisory sites 53% </li></ul></ul><ul><ul><li>Company / destination sites 46% </li></ul></ul><ul><ul><li>Travel agents 46% </li></ul></ul><ul><ul><li>Media coverage 43% </li></ul></ul><ul><ul><li>Brochures 39% </li></ul></ul><ul><ul><li>Blogs 33% </li></ul></ul><ul><ul><li>Travel advertising 27% </li></ul></ul><ul><ul><li>Facebook / Twitter 19% </li></ul></ul><ul><ul><li>You Tube 14% </li></ul></ul><ul><ul><li>Source: tnooz – talking travel tech, November 2010 </li></ul></ul>
  7. 7. Role of Technology <ul><li>Seen as a rich source of content for research and information gathering </li></ul><ul><li>Excellent conduit for family/ friend recommendations </li></ul><ul><li>Twitter/Facebook not seen as a credible commercial forum (yet!) </li></ul><ul><li>Purchases of complex vacations (ie. many cruises) difficult using technology alone </li></ul><ul><li>After sale customer care an important frontier </li></ul>
  8. 8. Questions

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