The New Always-Connected
Travel Consumer
CTO Forum,
London,
3rd November 2013

Gina Baillie, GM, EyeforTravel Ltd.
@anigba
The 5 Stages of Travel

Travel stages courtesy
of Google Inc
Mobile is powering bookings…

45.3% of travelers surveyed would
make a last-minute booking on a tablet
up to a week before...
Mobile Budgets Are Increasing
In 2013, 57.3% of travel brands
surveyed planned to increase
mobile spend…
…..versus 52.3% i...
Mobile leads to new customers
In the first 2 months after
the launch of its iPad
app, Jetsetter saw over
250,000 downloads...
Savvy travel brands ARE making
money from mobile
• In 2011 InterContinental Hotels Group (IHG)
had seen revenues from mobi...
Where are
travel
marketers
spending their
mobile
budgets?
@anigba
@anigba
Wide cultural variances

@anigba
Attitudes vary by country
50% of Dutch
40% of French
40% of Brits
35% of Americans
29% of Germans….
….would not book trave...
Trend for last minute
• Google reported that 41%
of last minute queries to
airline websites were via
mobile devices
• For ...
Germans still like to book early….

62% of Germans will book via a tablet a month or more in
advance with just 7% booking ...
Whereas in France…

53% would book a month or more in advance and 10%
would book on the day
2 consumer comparisons
German travel consumers
• Don’t like to book last minute (even via a mobile)
• Most likely to use a mobile device whilst o...
Dutch travel consumers
• Higher aversion to booking via a smartphone (50% often citing security/payment as a concern) but ...
How much do
consumers want to
spend?
Of those willing to spend on mobile,
the majority felt comfortable
purchasing up to a...
Mobile is not just about
bookings….
…your customer is looking to interact
with your brand via mobile

@anigba
Travel is by definition mobile –
and social!
30% of Brits and 37% of
Americans like to share
their travel experience
via s...
Mobile-originated
content is dominating the
social media space.
Short videos,
photography and microblogging can add real
v...
‘Social media and mobile are not two

entities to be worked on separately. They
are part of a multichannel consumer
enviro...
SoLoMo - Integrate your mobile
and social strategies!
Gatwick airport uses a
Social, Local and Mobile
approach

They have ...
The result?
• 50% of passenger enquiries at Gatwick are now
via their mobile site
• The size of their Facebook community h...
Data is becoming social media’s key
unique selling point for travel brands as
the consumer information available is
vast a...
Wearable Technology opens up
exciting new opportunities for
destinations…

With thanks to
Robert Patterson, VP
of Social M...
Tourism Victoria – The Remote Control
Tourist

http://www.youtube.com/watch?v=hQ5PSCNFHq8

@anigba
To conclude:
• Social Media, Mobile, Tablet and
(shortly) wearable technology are
opening up a wide range of new and
excit...
Thank You!
Gina Baillie
GM
EyeforTravel Ltd.
+44(0)207 375 7197
gina@eyefortravel.com
@anigba
Upcoming SlideShare
Loading in …5
×

The New Always-Connected Travel Consumer - Presentation for the Caribbean Tourism Association

453
-1

Published on

Your consumer’s behaviour is changing quite dramatically. New consumer technology means they are no longer dreaming, researching, planning, booking and experiencing travel in the same way. This presentation was given to the CTO during WTM in London, November 2013

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
453
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The New Always-Connected Travel Consumer - Presentation for the Caribbean Tourism Association

  1. 1. The New Always-Connected Travel Consumer CTO Forum, London, 3rd November 2013 Gina Baillie, GM, EyeforTravel Ltd.
  2. 2. @anigba
  3. 3. The 5 Stages of Travel Travel stages courtesy of Google Inc
  4. 4. Mobile is powering bookings… 45.3% of travelers surveyed would make a last-minute booking on a tablet up to a week before travel, while 43.8% would do so on a mobile Source: EyeforTravel’s Social Media & Mobile in Travel Distribution Report 2013 @anigba
  5. 5. Mobile Budgets Are Increasing In 2013, 57.3% of travel brands surveyed planned to increase mobile spend… …..versus 52.3% in 2012 @anigba
  6. 6. Mobile leads to new customers In the first 2 months after the launch of its iPad app, Jetsetter saw over 250,000 downloads and 7,000 new customers
  7. 7. Savvy travel brands ARE making money from mobile • In 2011 InterContinental Hotels Group (IHG) had seen revenues from mobile rise from $1 million to $10 million in just 12 months • By the end of 2012 mobile revenues hit $330 million • In 2013 it’s hitting $40million per month
  8. 8. Where are travel marketers spending their mobile budgets? @anigba
  9. 9. @anigba
  10. 10. Wide cultural variances @anigba
  11. 11. Attitudes vary by country 50% of Dutch 40% of French 40% of Brits 35% of Americans 29% of Germans…. ….would not book travel via a smartphone @anigba EyeforTravel Ltd.
  12. 12. Trend for last minute • Google reported that 41% of last minute queries to airline websites were via mobile devices • For hotels, 33% of last minute queries were via mobile devices @anigba
  13. 13. Germans still like to book early…. 62% of Germans will book via a tablet a month or more in advance with just 7% booking on the day
  14. 14. Whereas in France… 53% would book a month or more in advance and 10% would book on the day
  15. 15. 2 consumer comparisons
  16. 16. German travel consumers • Don’t like to book last minute (even via a mobile) • Most likely to use a mobile device whilst on holiday compared to other nations • 39% want to check-in via their mobile • Slow loading times (33% significant impact) and negative reviews were strongest deterrents to booking (30%) • 43% don’t share travel plans with friends/family via social media
  17. 17. Dutch travel consumers • Higher aversion to booking via a smartphone (50% often citing security/payment as a concern) but are much less averse to booking via a tablet • Prefer to use mobile for map function (43%) and reviews (44%) • Hidden costs (56%) and slow load times (42%) biggest deterrents to booking • They like to be able to compare deals (62% said this would mean more likely to book) • Less social with 55% never share travel plans with friends via social media
  18. 18. How much do consumers want to spend? Of those willing to spend on mobile, the majority felt comfortable purchasing up to a value of €600 via mobile @anigba
  19. 19. Mobile is not just about bookings…. …your customer is looking to interact with your brand via mobile @anigba
  20. 20. Travel is by definition mobile – and social! 30% of Brits and 37% of Americans like to share their travel experience via social media during their trip @anigba
  21. 21. Mobile-originated content is dominating the social media space. Short videos, photography and microblogging can add real value to your proposition @anigba
  22. 22. ‘Social media and mobile are not two entities to be worked on separately. They are part of a multichannel consumer environment and must always be considered in terms of their impact across all channels’ Source: EyeforTravel’s Social Media & Mobile in Travel Distribution Report 2013 @anigba
  23. 23. SoLoMo - Integrate your mobile and social strategies! Gatwick airport uses a Social, Local and Mobile approach They have a presence across Facebook, Twitter, Foursquare, Soundcloud, and Instagram
  24. 24. The result? • 50% of passenger enquiries at Gatwick are now via their mobile site • The size of their Facebook community has ballooned to 42,700 fans • Over 100,000 check-ins at Foursquare locations, 40,000 offers claimed • First airport worldwide on Instagram – 3,125 followers , 4,500+ images tagged #gatwick or #gatwick airport @anigba
  25. 25. Data is becoming social media’s key unique selling point for travel brands as the consumer information available is vast and highly useful… @anigba
  26. 26. Wearable Technology opens up exciting new opportunities for destinations… With thanks to Robert Patterson, VP of Social Media & Influencer Marketing MMGY Global http://www.youtube.com/watch?v=Vo96VxzM_4A
  27. 27. Tourism Victoria – The Remote Control Tourist http://www.youtube.com/watch?v=hQ5PSCNFHq8 @anigba
  28. 28. To conclude: • Social Media, Mobile, Tablet and (shortly) wearable technology are opening up a wide range of new and exciting opportunities to engage the new always connected customer • It’s not all about bookings – but driving awareness, engagement and loyalty is important • European attitudes to privacy, security and technology vary so watch out
  29. 29. Thank You! Gina Baillie GM EyeforTravel Ltd. +44(0)207 375 7197 gina@eyefortravel.com @anigba
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×