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TEXT100 DIGITAL             INDEX:TRAVEL & TOURISM STUDY
CONTENTSINTRODUCTION• About the Study                                 Pg 3INSIGHTS: TRAVEL & TOURISM TOP 10 OBSERVATIONS ...
INTRODUCTIONDigital technology and the connectivity it   While today’s consumers base theirbrings has disrupted the way de...
ABOUT THE STUDYThe first installment of the Text100 Digital Index onTravel & Tourism seeks to understand trends alongthe c...
INSIGHTS: TRAVEL & TOURISMTOP 10 OBSERVATIONS
GENERAL TRAVELPATTERNSTo lay the foundation for this study, it is important to understand the general trends aroundvacatio...
More frequent but shorterWithin-country vacations are much morefrequent, but they are also shorter induration. Around 80% ...
When asked what was the                       US travelers rate ‘fun’ highly as an optionreason underpinning choice of    ...
POINTS OF INFLUENCE FORVACATION DECISIONSTHIS SECTION LOOKS AT THE DIFFERENT POINTS OF INFLUENCE ONDECIDING THE VACATION D...
While the Internet has become more             What is surprising is that travel agents areinfluential than travel agents ...
Only a third of those polled agreed that      trusted sources of vacation researchmileage/loyalty point program deals     ...
Drilling down to social media as a point ofinfluence, it is interesting to note thatAPAC travelers stand out in terms of t...
INSIGHTSCampaigns to influence choice of vacationdestinations need to be integrated across traditional,web and social medi...
EXPLORING THE ROLE DIGITALREVIEWS & SOCIAL MEDIAPLAY IN VACATION DECISIONSGlobally, over half the travelers polledhave use...
Information on prices/room rates and       packages, weather and accessibility. Theysurrounding attractions is what people...
GLOBALLY, WEBSITES WITH VACATION REVIEWS WERE THE               MOST POPULAR FOLLOWED BY PROFESSIONAL TRAVEL              ...
In terms of demographics, more frequenttravelers make the most use of socialmedia networks and those aged 25-34 arethe mos...
INSIGHTSWhen looking at digital reviews, first and foremosttravelers want information around prices and thesurrounding att...
PURCHASING PREFERENCES             KEY DIFFERENCES IN THE ONLINE PURCHASING             PREFERENCES BETWEEN TRAVELERS FROM...
TECHNOLOGY ON VACATION    KEEPING IN TOUCH WITH FAMILY/FRIENDS IS BY    FAR THE MOST IMPORTANT USE OF MOBILE    DEVICES WH...
CHECKING SOCIAL MEDIA NETWORKS ON A                 MOBILE DEVICE IS MORE COMMON THAN                 CHECKING THE NEWSIt’...
MAJORITY OF TRAVELERS DOWNLOAD TRAVEL APPS                 BEFORE GOING ON VACATION WITH MAPS BEING THE                 MO...
INSIGHTSHaving Internet connectivity on devices such assmartphones, notebook computers and tablets whileon vacation is cru...
WIFI CONNECTIVITY IS CATALYSTInterestingly, nearly half the respondentswould be persuaded to get more involvedin social me...
POSITIVE EXPERIENCES ARE MORE LIKELY TO BE POSTEDIndependent of location, consumershighlighted certain common values whent...
Sharing self made videos or photos are    on vacation such as sharing blog posts orthe most popular action during and post...
CONTENT THAT IS DEEMED INTERESTING TO OTHERS IS AN                   IMPORTANT FACTOR IN PERSUADING PEOPLE TO CREATE      ...
INSIGHTSThe impact of online platforms and social medianetworks in the travel tourism space is becomingmore pervasive. Thi...
CONCLUSIONThe study’s data suggests that travel and    clients, have begun integrating socialtourism operators need to cen...
ABOUTTEXT100 DIGITAL INDEX:TRAVEL & TOURISMThe Text100 Digital Index: Travel &           months. Responses were balanced a...
CONTACTSROWAN BENECKERegional Director (US)rowan.benecke@text100.comTel: +1 212 331 8445CECILE MISSILDINERegional Director...
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Transcript of "Text100 - Digital Index Travel and Tourism Study"

  1. 1. TEXT100 DIGITAL INDEX:TRAVEL & TOURISM STUDY
  2. 2. CONTENTSINTRODUCTION• About the Study Pg 3INSIGHTS: TRAVEL & TOURISM TOP 10 OBSERVATIONS Sections:  General Travel Patterns Pg 6  Points of Influence for Vacation Pg 9 Decisions  Exploring the Role Digital Reviews & Pg 14 Social Media Play in Vacation Decisions  Purchasing Preferences Pg 19  Technology on Vacation Pg 20CONCLUSION Pg 29
  3. 3. INTRODUCTIONDigital technology and the connectivity it While today’s consumers base theirbrings has disrupted the way decisions vacation decisions on far more digitalare made – from getting informed and and physical touch-points than everthe transaction itself to the experience before, the core values that driveand how it is shared. This is evident in tourism – quality service, authenticity,many industries and has resulted in new and experiences worth talking about –business models emerging to capitalize remain the same. Integrating serviceon new opportunities and ways to offerings across platforms in a mannerengage, influence and win consumers. that speaks directly to how consumers already inspire, decide on, purchase andThe travel and tourism sector is one that experience their travels is paramount.has clearly been disrupted by digitaltechnology. To gain current insights into We have extracted ten key observationsthe key trends and influences in the four from the survey findings that zoom in onmajor segments of the consumer leisure travel patterns, points ofdecision cycle: inspiration, decision, influence and preferences, as well as thepurchase, and experience, Text100 use of digital technology and impact ofcommissioned a survey to examine how social media.digital technologies have contributed tofundamental changes in the tourism Overall we found that consumers areindustry. making travel decisions by simultaneously assessing informationThis research aims to offer a better from an unprecedented variety ofunderstanding of how travelers decide channels both digital and non-digital.on destinations, plan the finer details of Because of this, travel operators andtheir trip, as well as the technology they communications professionals alike mustuse and how they share their increasingly integrate their efforts acrossexperiences. Armed with these insights, platforms, focusing more on actualtravel-related companies can develop purchasing behaviors and motivationsmore targeted and integrated consumer than sales and promotions have done inoutreach ultimately leading to richer the past.consumer experiences. 3
  4. 4. ABOUT THE STUDYThe first installment of the Text100 Digital Index onTravel & Tourism seeks to understand trends alongthe consumer decision cycle and provide abenchmark of the key trends globally and across theUS, Europe (EMEA) and Asia Pacific (APAC) specificallyon where the Internet and social media platforms aregaining greater influence.• The findings are based on online interviews with 4,600 respondents across 13 countries where all had traveled for leisure purposes in the last 12 months or intended to do so in the next 12 months.• Countries: Australia, China, Denmark, France, Hong Kong, India, Malaysia, Singapore, South Africa, Spain, Sweden, UK and US.• Conducted by Redshift Research. 4
  5. 5. INSIGHTS: TRAVEL & TOURISMTOP 10 OBSERVATIONS
  6. 6. GENERAL TRAVELPATTERNSTo lay the foundation for this study, it is important to understand the general trends aroundvacation travel – where people tend to travel, the length of the break and the main impetusfor choosing a destination. Growth of the stay- cation (domestic vacations) where in the last 12 months more vacations have been taken within the country ratherthan international vacations. USrespondents travel less outside theircountry than other regions. 6
  7. 7. More frequent but shorterWithin-country vacations are much morefrequent, but they are also shorter induration. Around 80% of all local vacationsare a week or less in duration, whereas atrip abroad is more likely to be two weeksor longer (41%). Across the regions,travelers in the US are more likely to takeshort vacations as compared to travelers inEMEA. Weekend breaks are a lot morepopular in the US at 26%, which is higherthan the global average of 15% of travel.In APAC and EMEA, more than a third oftravelers preferred to take one weekvacations. 7
  8. 8. When asked what was the US travelers rate ‘fun’ highly as an optionreason underpinning choice of of choosing a vacation, while EMEAlocation or activities.... travelers are more focused on knowledgeUnsurprisingly, value for money is one of enrichment and escapism and arethe main reasons for choosing locations or comparatively less worried aboutactivities. However, considerations such as convenience than the other regions.relaxation, the call to experiencesomething different and recommendationsby friends were also key reasons forchoosing a particular location or vacationactivity. Interestingly, over 40% oftravelers globally also chose a vacationactivity based on how fun it looked.US travelers see relaxation as a moreimportant choice factor than the otherregions when choosing their vacationdestination.Travelers from APAC put a greater weighton recommendations from friends and onthe convenience factor. They also considerspecial needs suitability/requirements andare generally more into Eco-tourism. 8
  9. 9. POINTS OF INFLUENCE FORVACATION DECISIONSTHIS SECTION LOOKS AT THE DIFFERENT POINTS OF INFLUENCE ONDECIDING THE VACATION DESTINATION AND FINER DETAILS OF THE TRIP Recommendations from family / friends came in front as the top influence on thechoice of a vacation destination(63%) ahead of Internet searches (55%).This also stands true for informing thefiner details of the trip. 9
  10. 10. While the Internet has become more What is surprising is that travel agents areinfluential than travel agents when still consulted quite often, especially onchoosing a vacation, 39% of travelers still finer details of people’s trips – a trenduse traditional travel agents. Online travel which speaks to the more specializedsites and tourist board websites are also nature of travel agents today.visited quite often at 46% and 41%respectively. 10
  11. 11. Only a third of those polled agreed that trusted sources of vacation researchmileage/loyalty point program deals coming from vacation makers themselves.influenced their choice of vacation This is followed by 37% online traveldestination. Deal sites are also low in forums, 27% Facebook, 24% Youtube/usage in making a decision on destination, Vimeo, 22% Pinterest.yet sales and promotion are fourth on thelist of what influences the decision on When asked what is the single mostwhere to go on vacation, leading to the important source of information critical toconclusion that more linkage is required the decision process, 37% of respondentsfor mileage/loyalty point programs and selected recommendations from friendspromotional sales to rise as a vector of and family. Nearly half of 18-24 year oldsinfluence. consider family and friends’ recommendations as the most important44% of respondents strongly factor, compared to only a third of 65+’s.agree/agreed that Internet reviews by Interestingly, the importance of individualtravel bloggers helped with the initial providers’ websites increases with age.decision of vacation destinations, with themost 11
  12. 12. Drilling down to social media as a point ofinfluence, it is interesting to note thatAPAC travelers stand out in terms of theiruse of social media platforms to informtheir leisure travel decisions. Especially inChina and India, Internet and travelreviews have a greater impact on initialdecision of vacation destination at 71%and 69% respectively for China and 59%and 53% respectively for India. Malaysiaalso comes in higher than the globalaverage on this front. 12
  13. 13. INSIGHTSCampaigns to influence choice of vacationdestinations need to be integrated across traditional,web and social media platforms with key focus on thetarget audiences’ direct circle of influence – theirfriends and family. Online information is gaining inprominence with traditional travel agents becomingless important comparatively but still relevant. Blogswere the most highly rated of the social mediaplatforms on their influence on destination choicesand finer details of the trip. This is likely due to thelevel of trust in the source as well as accessibility ofinformation. Loyalty programs are less likely toinfluence decisions, but sales/promotions rankedfourth in factors that contribute to a destinationdecision. These trends are evolving rapidly as younger generations who are more comfortable with the internet and social platforms age. Digital disruption is not as dramatic at the point of destination decision and the vacation planning phase. 13
  14. 14. EXPLORING THE ROLE DIGITALREVIEWS & SOCIAL MEDIAPLAY IN VACATION DECISIONSGlobally, over half the travelers polledhave used Facebook, Twitter and othersocial media platforms to get travelinspiration with APAC respondentsleading. 14
  15. 15. Information on prices/room rates and packages, weather and accessibility. Theysurrounding attractions is what people are also more concerned about thelook for first and foremost when political stability of the destination, assearching online for travel information. compared to the other regions. TravelersUS travelers searched more for in EMEA searched for information oninformation on quality of facilities and quality of service and facilities, weathercleanliness, while APAC travelers looked and cleanliness.for information on special 15
  16. 16. GLOBALLY, WEBSITES WITH VACATION REVIEWS WERE THE MOST POPULAR FOLLOWED BY PROFESSIONAL TRAVEL GUIDES AND TRAVEL COLUMNS.Breaking down into regions, travelers in subject or someone who openlyAPAC have much less trust in travel represents an organization) were seen ascolumns and have a slightly increased less independent.preference for professional travel guidescomparatively. Segmenting by gender,men are more likely to trust professionalreviews, while women prefer vacationreviews.Independence of reviews is veryimportantThe independence of reviews is seen asvery important and this is linked directlyto trust and believability. Independenceis judged on balance of comments. Assuch, reviews written by a personinvolved in tourism (authority on the 16
  17. 17. In terms of demographics, more frequenttravelers make the most use of socialmedia networks and those aged 25-34 arethe most likely to use social medianetworks to get ideas and inspiration fortheir travel plans. 17
  18. 18. INSIGHTSWhen looking at digital reviews, first and foremosttravelers want information around prices and thesurrounding attractions within the vicinity of theirintended destination. This suggests that reviewsmight benefit from including more content fromindependent / peer sources like vacationers andincorporate a rating on value for money aspects toaid consumer decisions. As the independence of thereview and trust levels are important considerations,individual providers’ campaigns should offer tools toencourage reviews but not unduly influence thepositivity of the review. 18
  19. 19. PURCHASING PREFERENCES KEY DIFFERENCES IN THE ONLINE PURCHASING PREFERENCES BETWEEN TRAVELERS FROM THE THREE REGIONSTravelers in APAC are more likely to clickon online links and ads to purchaseaccommodation or transportation tickets.US travelers were the least likely topurchase accommodation andtransportation tickets from tourist boardwebsites in comparison to the otherregions. Comparatively, EMEA travelerswere least likely of the regions’ travelersto use online travel websites foraccommodation/transport and tickets toattractions/activities.INSIGHTSThe insights tell us that while thereare similarities on how travelers gaininspiration and select vacationdestinations and what to do while onvacation, there are key differenceson how they fulfill the plans andchose to transact. It would pay toconsider these variables whenplanning activations or campaignsthat are global or regionally focusedor when considering whichpurchasing trends to build upon orencourage. 19
  20. 20. TECHNOLOGY ON VACATION KEEPING IN TOUCH WITH FAMILY/FRIENDS IS BY FAR THE MOST IMPORTANT USE OF MOBILE DEVICES WHILE ON VACATION 20
  21. 21. CHECKING SOCIAL MEDIA NETWORKS ON A MOBILE DEVICE IS MORE COMMON THAN CHECKING THE NEWSIt’s a global trend that travelers placegreat importance on keeping in touchwith friends and family with their mobiledevice. People from APAC use theirmobile devices much more on vacationthan anywhere else, particularly doingwork-related emails. 21
  22. 22. MAJORITY OF TRAVELERS DOWNLOAD TRAVEL APPS BEFORE GOING ON VACATION WITH MAPS BEING THE MOST POPULAROver 50% of people are likely todownload travel apps related to theirvacation before they go. Overall, APACtravelers have a much greater tendencyto download travel apps with only 11%not using them compared to 38% of UStravelers. This correlates with the numberof people with smartphones/tablets.The most popular app is (by 15%) GoogleMaps. Taking Google Maps out, the moregeneric ‘maps’ and ‘Tripadvisor’ becomethe most prominent apps to bedownloaded before going on vacation.City guides, local weather, restaurantfinder apps and public transportationapps are also very popular while onvacation. 22
  23. 23. INSIGHTSHaving Internet connectivity on devices such assmartphones, notebook computers and tablets whileon vacation is crucial for staying in touch with lovedones. Travelers in the APAC region relax less onvacation than their counterparts in EMEA and NA,with nearly a quarter still checking work emails whilston vacation.The majority of people download apps before they goon vacation and the most popular have to do withlocation (where people can save time in findingdesired places) and weather (people can plan theiractivities depending on the weather).Interestingly, people use mobile devices more forsocial media especially to stay in contact with friendsand family than keeping up-to-date with currentaffairs. This shows that people like to stay on trackwith their social life back home even whilevacationing but are less concerned comparativelyabout news and current affairs. 23
  24. 24. WIFI CONNECTIVITY IS CATALYSTInterestingly, nearly half the respondentswould be persuaded to get more involvedin social media on vacation if free WiFiwas available. A quarter of people stoodfirm and could not be persuaded to usesocial media while on vacation. 24
  25. 25. POSITIVE EXPERIENCES ARE MORE LIKELY TO BE POSTEDIndependent of location, consumershighlighted certain common values whentraveling, including a desire to share andbase decisions on honest, compellingcontent about individual travelexperiences.Positive experiences are more likely to beposted, with APAC seeming to post themost positive comments.There are also clear variations in what EMEA travelers comment abouttravelers share online regarding their historical sites more than the othervacations. APAC travelers enjoy regions, which correlates to their interestcommenting about shopping and fine in them. The same can be said about USfood more than anywhere else. travelers and their comments on museums and galleries as well as amusement/theme parks. 25
  26. 26. Sharing self made videos or photos are on vacation such as sharing blog posts orthe most popular action during and post news stories related to their travelvacation. 25% of respondents are destination, “liking” the location on aproactively writing reviews after a social media network and checking-in at avacation versus 20% during the vacation physical location. However, USitself. vacationers are much more likely than vacationers in other regions to write aAPAC travelers are much more likely to review on a travel related forum whileinteract on social media networks while on vacation. 26
  27. 27. CONTENT THAT IS DEEMED INTERESTING TO OTHERS IS AN IMPORTANT FACTOR IN PERSUADING PEOPLE TO CREATE MORE ONLINE CONTENT AND GET MORE INVOLVED IN SOCIAL MEDIA NETWORKING SITES CONTENT THAT IS DEEMED INTERESTING TO OTHERS IS AN IMPORTANT FACTOR IN PERSUADING PEOPLE TO CREATEMore than a third of respondents saidthey would create MORE ONLINE CONTENT AND GET MORE INVOLVED IN or share content onlineif they thought it would be of interest NETWORKING SITES SOCIAL MEDIA tofamily and friends.CONTENT THAT IS DEEMED INTERESTING TO OTHERS IS AN IMPORTANT FACTOR IN PERSUADING PEOPLE TO CREATEBut then again, travelers could also be MORE ONLINE CONTENT AND GET MORE INVOLVED INpersuaded via loyalty discount schemes SOCIAL MEDIA NETWORKING SITES(“what’s in it for me?”). 27
  28. 28. INSIGHTSThe impact of online platforms and social medianetworks in the travel tourism space is becomingmore pervasive. This can be seen by the growth intravel related apps which drive check-ins, likes, andposts. This trend is likely to continue and industryplayers must understand motivating factors andharness the power of online engagement byconnecting communities based on interests. Also aninteresting trend to follow will be how industryplayers evolve their outreach and activations withtravelers with an integrated, authentic and influentialapproach locally, regionally and globally. 28
  29. 29. CONCLUSIONThe study’s data suggests that travel and clients, have begun integrating socialtourism operators need to center their media with other channels to drivecore business strategies around customer successes in this area. Finally, the dataservice based on this type of market confirms that customer decisions areinsight. Our data details the channels increasingly – though not exclusively –through which travelers are making based on content created and shared bydecisions and purchases and these peers. By offering customers thechannels differ greatly according to technological infrastructure needed tolocation and age. The travel and tourism create, share and receive content aboutindustry must make decisions based on travel experiences, businesses caninsights particular to their own leverage this growing social capital tobusinesses, particularly by developing establish themselves as operators ofmarket-specific buyer persona profiles choice in an increasingly fragmentedbased on research, workshops and industry with rapidly declining barriers toanalysis, rather than aiming for sweeping competition and entry.conclusions about “travelers” as a whole. In short, travel and tourism operatorsOur research also suggests that need to engage their leads and customersbusinesses stand to gain significantly if with multichannel integratedthey can deliver proactive and immediate communications, aiming to foster loyalcustomer service, with additional benefits brand communities based on a traveler’sstemming from integration across natural desire to talk about andchannels and platforms. Many industry recommend good experiences.leaders, including several of Text100’s 29
  30. 30. ABOUTTEXT100 DIGITAL INDEX:TRAVEL & TOURISMThe Text100 Digital Index: Travel & months. Responses were balanced acrossTourism study was conducted by Redshift regional, age and gender demographics.Research in October 2012 and consists of This study is part of Text100’s Digital4600 online interviews spanning 13 Index series, which aims to delivercountries. All respondents had traveled insights specific to a range of industriesfor leisure purposes in the last 12 months, experiencing rapid change as a result ofor intended to do so in the next 12 digital technology adoption.ABOUT TEXT100We are the I.D.E.A. agency. We help our includes British Airways, KAYAK.com,clients understand what matters to their AirBnB, Sofitel, MTV, Food Network,audiences and create integrated stories to Facebook, IBM, Skype, Cisco, Vodafone,participate in conversations that inspire PayPal, and Lenovo.action. As a global communicationsconsultancy, we use our I.D.E.A. Our Text Factor makes us different andconsulting process to develop audience- has been praised around the world. Wefocused campaigns that are insightful, have been recognized as the leadingcreative, impactful and focus on digital Digital Consultancy in APAC, the Bestenvironments as well as traditional media Midsize Agency to Work For in the US,and influencers. We have a global staff of and one of the UK’s Best Smallmore than 500 and a direct presence in Companies. For more information about30 cities worldwide. Text100, please visit http://www.text100.com.We work with many of the world’s elitebrands and industry pioneers in traveland tourism, entertainment, technology,telecommunications, healthcare,automotive and energy all of whomengage Text100 to think differently and tobe innovative in today’s fast movingcommunications world. Our client roster 30
  31. 31. CONTACTSROWAN BENECKERegional Director (US)rowan.benecke@text100.comTel: +1 212 331 8445CECILE MISSILDINERegional Director (EMEA)cecile.missildine@text100.com.frTel: +33 1 56 99 71 32ANNE COSTELLORegional Director (APAC)anne.costello@text100.com.auTel: + 61 2 9956 5733 31

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