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Rico Gade's presentation fro Traveler's Road to Decision- sådan vælger danskerne rejser på nettet.

Rico Gade's presentation fro Traveler's Road to Decision- sådan vælger danskerne rejser på nettet.

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  • 1. “Travelers Road to Decision”- sådan vælger danskerne rejserpå nettet…København d. 16. maj 2011 Google Confidential and Proprietary
  • 2. Agenda•  Methodology•  General travel behaviour•  Booking behaviour•  Research behaviour•  Search engine usage and information needs•  Summary•  General information on audience Google Confidential and Proprietary 2
  • 3. Flow of questionnaire Screening General travel behaviour Booking behaviour Research behaviour Finding inspiration for a trip Finding information about the trip organization Deciding for travel products Search engine usage and information needs Socio demographics Google Confidential and Proprietary 3
  • 4. Methodology Google Confidential and Proprietary 4
  • 5. Methodology – Vertical Deep Dive Travel Denmark•  Target group: Internet user in Denmark, 18 years and older•  Sample: n=1,000 Internet users•  Methodology:   Online Questionnaire   Weighting based on a representative telephone survey (please see next slide)•  Period of analysis:   Fieldwork: April 13th – April 29th, 2011   Final Report: May 13th 2010•  Research company: TNS Infratest Google Confidential and Proprietary 5
  • 6. Methodology – SRS Telephone Survey•  Target group: General population in Denmark, 18 years and older•  Sample: n=407 Internet users•  Methodology:   CATI (Computer Aided Telephone Interviews)   Collection of representative figures for the online population in terms of: age, gender, region, education, frequency of online access, frequency of online purchase, usage of YouTube•  Period of fieldwork: February 15th – April 28th, 2010•  Research company: TNS Infratest Google Confidential and Proprietary 6
  • 7. Weighting of the data•  Online surveys are usually conducted via online access panels.•  This is a widely accepted method and TNS Germany has sound experience with online surveys in every respect.•  We’ve learned that respondents in online surveys can be seen as lead users, reflecting media- and internet usage very well.•  However, respondents on panels tend to use the internet quite intensively and are usually media inclined in general and internet inclined in particular.•  Therefore we applied a weighting process based on our representative offline telephone survey in order to minimize this effect.•  Having applied the weighting procedure our survey is representative for the Danish online population aged 18+ which reflects 87% of the Danish population aged 18+ Google Confidential and Proprietary 7
  • 8. Analysis of the dataOur study reflects 87% of the Danish population aged 18+ or 100% ofthe Danish online population aged 18+. SRS Telephone Survey VDD Travel Denmark Danish Population Danish Onliners Danish Onliners aged 18+ aged 18+ aged 18+ Google Confidential and Proprietary 8
  • 9. General travel behaviour Google Confidential and Proprietary 99
  • 10. Travel frequency past 12 monthsBoth short trips and holiday trips very popular among Danish onliners:70% travelled at least once, one third spend more than one holiday trip Travel frequency past 12 months All respondents 54% were both 40% on at least one Short trips short trip and at (up to 5 days) least one holiday trip 33% Holiday trips (more than 5 days) Once Two times Three times Four times and moreQ4: Please think now about your private travelling activities in the past 12 months. How often have you been on short trips (overall length of up to 5 days) and / or on holiday trips(overall length of more than 5 days) in the past 12 months?Base (weighted): All respondents n=1,000; answer categories ‘ Not at all’ / ‘Don’t know’ / ‘No answer’ not shownSource: TNS Infratest Google Confidential and Proprietary 10
  • 11. Destination of last tripFor short trips domestic destinations are most popular whereas forholiday trips destinations in Southern Europe are frequently considered Destination of last trip Travellers of the past 12 months Short trip Holiday tripQ5: Please think now of the last time you were on a short trip and / or a holiday trip. Which of the following destinations have you travelled to? Base (weighted): Travellers of thepast 12 months: short trip n=764, holiday trip n=719; Northern Europe (e.g. Norway, Sweden, Finland), Southern Europe (e.g. Italy, Greece, Spain, Balearic Islands, CanaryIslands, Turkey, Croatia, Portugal), Western Europe (e.g. Germany, France, Netherlands, Belgium, Luxemburg, Great Britain, Ireland), Eastern Europe (e.g. Poland, CZ Republic,Ukraine, Hungary, Rumania, Slovakia, Russia), Asia (Far East, China, Japan), Other (North Africa, Egypt, Morocco, Tunisia, Australia, New Zealand, Latin America, ArabiaPeninsula, Dubai, The Carribean, Other destination outside Europe)Source: TNS Infratest Google Confidential and Proprietary 11
  • 12. Type of holidayRelaxation is the prevailing motive on vacation. Holiday trips are mainlyclassic summer holidays, short trips serve for visiting family and friends Type of holiday – Top 10 Travellers of the past 12 months Short trip Holiday trip Relaxation Relaxation Visiting family & friends Sun & beach Fun & entertainment Culture City break Visiting family & friends Shopping Fun & entertainment Holiday with children Holiday with children Culture City break Luxury Shopping Sport & activity Luxury Sun & beach Sport & activityQ6: Which of the following best describes the purpose of your last short and / or holiday trip?Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719Source: TNS Infratest Google Confidential and Proprietary 12
  • 13. Type of accommodationHotels, rented apartments, and private accommodation are the mostfrequently considered accommodation facilities regardless of trip length Type of accommodation Travellers of the past 12 months Short trip Holiday tripQ8: Which type of accommodation did you use on your latest short and / or holiday trip? If you stayed in various types of accommodation, please choose the one in which youspent the most number of nights.Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719Source: TNS Infratest Google Confidential and Proprietary 13
  • 14. Type of holidayInline with the local destination the preferred transportation on shorttrips is the own car, aero plane clearly dominant for holiday trips Means of transport Travellers of the past 12 months Short trip Holiday trip Own car Aeroplane Aeroplane Own car Rail / train Bus / coach Bus / coach Rail / train Ferry Ferry Rental car Rental car Car with caravan Car with caravan Cruise ship Motor home Motorbike / moped Motorbike / moped Motor home Cruise shipQ7: And which means of transport did you use for your latest short and / or holiday trip?Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719, answer categories ‘Don’t know / can’t remember’ / ‘No answer’ not shownSource: TNS Infratest Google Confidential and Proprietary 14
  • 15. Type of holidayShort trip travellers prefer an individual composition of travel productswhereas for holiday trips all-in-one travel packages are popular Trip organization Travellers of the past 12 months Short trip Holiday trip Only accommodation Travel package Accommodation + transportation Accommodation + transportation Travel package Only transportation Only transportation Only accommodation No booking in advance No booking in advance Dont know / No answer Dont know / No answerQ10: Which of the following options applies to your latest short and / or holiday trip?Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719, answer categories ‘Don’t know / can’t remember’ / ‘No answer’ not shownSource: TNS Infratest Google Confidential and Proprietary 15
  • 16. Annual travel budget per householdAbout one third of the Danish online households spends more than20.000 DDK on travelling per year – the average budget is 19.403 DDK Annual travel budget per household All respondents More than 50.000 DDK 31% 30.001 - 50.000 DDK Ø Budget: 19.403 DDK 20.001 – 30.000 DDK 10.000 – 20.000 DDK less than 10.000 DDKQ9: How much money do you in your household usually spend per year on travelling for private purposes? When giving your answer please consider all your household’sexpenses in a typical year.Base (weighted): All respondents n=1,000Source: TNS Infratest Google Confidential and Proprietary 16
  • 17. Wrap up travel behaviour: short trip Denmark 61% of the short trip travellers spend their trip in Denmark 31% of those on a short trip in Denmark visited family & friends 19% were looking for fun & entertainment 29% of those on a short trip in Denmark stayed in a hotel 25% stayed in the home of relatives 67% of those on a short trip in Denmark travelled by own car 19% travelled by train 39% of those on a short trip in Denmark booked only accommodation 24% did not make a bookingSource: TNS Infratest Google Confidential and Proprietary
  • 18. Wrap up travel behaviour: short trip Western Europe 21% of the short trip travellers went to Western Europe 38% of those on a short trip in Western Europe made a city break 32% travelled for shopping 66% of those on a short trip in Western Europe stayed in a hotel 11% stayed in the home of relatives 45% of those on a short trip in Western Europe went by air plane 40% travelled by their own car 40% of those on a short trip in WE booked accommodation + travel 24% booked only accommodationSource: TNS Infratest Google Confidential and Proprietary
  • 19. Wrap up travel behaviour: holiday trip South Europe 34% of the holiday trip travellers went to Southern Europe 58% of those on a holiday trip in Southern EU made a sun & beach holiday 22% were looking for fun & entertainment 62% of those on a holiday trip in Southern EU stayed in a hotel 20% rented an apartment 86% of those on a short trip in Southern Europe went by air plane 18% travelled by their own car 53% of those on a holiday trip in Southern EU booked a travel package 24% booked accommodation + travelSource: TNS Infratest Google Confidential and Proprietary
  • 20. Wrap up travel behaviour: holiday trip Denmark 17% of the holiday trip travellers spend their trip in Denmark 32% of those on a holiday trip in Denmark visited family & friends 30% spend a holiday with children 35% of those on a holiday trip in Denmark rented an apartment 25% stayed in the home of relatives 61% of those on a holiday trip in Denmark travelled by own car 22% travelled by train 32% of those on a holiday trip in Denmark booked only accommodation 28% did not make a booking for their holiday trip in DenmarkSource: TNS Infratest Google Confidential and Proprietary
  • 21. Wrap up general travel behaviour 1 Danish onliners are frequent travellers: More than 70% spend at least one short or holiday trip in the past year, 54% were on at least one short and one holiday trip 2 Main motives for going on a short trip are visiting friends&family, city breaks and shopping tours whereas holiday trips are typically summer & seaside holidays 3 Short trips are preferably spend domestic in Denmark whereas for holiday trips Southern Europe is the most frequently stated destination. 4 Corresponding with the destinations the prevailing means of transport for short trips is the own car – for holiday trip air travel is dominant. 5 Short trip travellers tend to compose their travel products individually whereas pre- arranged travel packages are strong for holiday trips. 6 Among Danish onliners the average household budget for private travelling activities is 19.304 DDK – about one third have a budget > 20.000 DDKSource: TNS Infratest Google Confidential and Proprietary 21
  • 22. Booking behaviourSource: TNS Infratest Google Confidential and Proprietary 22 22
  • 23. Booking channels - overviewTravel booking is online booking: online dominates as place ofpurchase regardless of travel product and regardless of trip length Booking channels travel products Bookers of air travel, travel packages & accommodation Short trip Holiday trip Online Air Travel Offline Online Travel Package Offline Online Accommodation OfflineQ11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?Base (weighted): Travellers of the past 12 months who booked a travel package (n=100) or accommodation (n=451) or plane tickets (n=118) for a short tripBase (weighted): Travellers of the past 12 months who booked a travel package (n=213) or accommodation (n=343) or plane tickets (n=243) for a holiday tripSource: TNS Infratest Google Confidential and Proprietary 23
  • 24. Booking channels – air travelFor air travel online booking directly with the airline is the most commonchannel, online travel agencies are preferred over tour operator sites Booking channels – air travel Air travel bookers Short trip Holiday trip Online - total Via the homepage of the airline Online booking Via online travel agency Via tour operator website Offline - total At a travel agency – by phone Offline booking With the airline – by phone At the airline – personal visit At a travel agency – personal visit Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip? Base (weighted): Travellers of the past 12 months who booked a travel package for a short trip (n=118) or a holiday trip (n=243) Source: TNS Infratest Google Confidential and Proprietary 24
  • 25. Booking channels – travel packageTour operator websites are the dominant booking channel for travelpackages – offline bookings are rather placed via phone then personal Booking channels - travel package Travel package bookers Short trip Holiday trip Online - total Online booking Via tour operator website Via online travel agency Offline - total Offline booking At a travel agency – by phone At a travel agency – personal visitQ11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?Base (weighted): Travellers of the past 12 months who booked a travel package for a short trip (n=100) or a holiday trip (n=213)Source: TNS Infratest Google Confidential and Proprietary 25
  • 26. Booking channels – accommodationVarious online channels are relevant for booking accommodation - withhotel portals and websites of accommodation facilities in the lead Booking channels – accommodation Accommodation bookers Short trip Holiday trip Online - total Via the internet through a hotel portal Online booking Via accommodation facility website Via online travel agency Via tour operator website Offline - total Directly accommodation – by phone Offline booking At a travel agency – by phone At a travel agency – personal visitQ11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?Base (weighted): Travellers of the past 12 months who booked an accommodation for a short trip (n=451) or a holiday trip (n=343)Source: TNS Infratest Google Confidential and Proprietary 26
  • 27. Devices used for online bookingThe vast majority of the online bookers made their short trip booking athome via stationary internet – mobile share highest for accommodation Devices used for online booking – short trip 71% Online bookers – short trip Air Travel Travel Package Accommodation PC / laptop at home Laptop / netbook on the go Mobile / smartphone Tablet PCQ13: Which of the following devices did you use in order to make your booking?Base (weighted): Travellers of the past 12 months who booked online for a short trip a plane ticket (n=96) a travel package (n=70) an accommodation (n=259)Source: TNS Infratest Google Confidential and Proprietary 27
  • 28. Devices used for online bookingFor online bookings of holiday trips stationary internet at home isclearly the dominant access point – mobile booking not common yet Devices used for online booking – holiday trip 71% Online bookers – holiday trip Air Travel Travel Package Accommodation PC / laptop at home Laptop / netbook on the go Mobile / smartphone Tablet PCQ14: Which of the following devices did you use in order to make your booking?Base (weighted): Travellers of the past 12 months who booked online for a holiday trip a plane ticket (n=196) a travel package (n=171) an accommodation (n=179)Source: TNS Infratest Google Confidential and Proprietary 28
  • 29. Wrap up – booking behaviour 1 Travel products are dominantly booked on the internet and online booking channels have almost crowded out traditional offline booking channels. 2 More than half of the accommodation bookings for short or holiday trips are done via the internet. For air travel and travel packages it’s even more than 70%. 3 Websites of actual providers (i. e. airlines, tour operators) are preferred over aggregator sites for online bookings of air travel and travel packages. 4 For booking accommodation on the internet various channels are considered in the relevant set with aggregator sites (hotel portals) in the lead. 5 Transactions slowly go mobile starting with on the go bookings via laptop or netbook - mobile devices (smartphones/tablets) hardly used for travel bookings.Source: TNS Infratest Google Confidential and Proprietary 29
  • 30. Research behaviourSource: TNS Infratest Google Confidential and Proprietary 30 30
  • 31. Path to purchaseAt the very first stage of the travel research inspiration for interestingtrips is equally gathered from online and offline sources Path to purchase Travellers of the last 12 months Short trip Holiday trip Online Finding inspiration Online Offline for a trip OfflineQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base(weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719)Source: TNS Infratest Google Confidential and Proprietary 31
  • 32. Finding inspiration – short tripGeneral search engines are the leading online sources for finding firstinspiration. WOM and travel guides are important offline sources Finding inspiration for a short trip Short trip travellers of the last 12 months Online OfflineGeneral search engines Friends or colleaguesWebsites of tour operators Catalogues or travel guidesTravel websites with editorial content Newspapers or magazinesWebsites of online travel agencies TVWebsites of accommodation facilities Travel agencyTravel search engines RadioWebsites of transportation companiesConsumer reviewsSocial networksVideo portalsQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base(weighted): Travellers on a short trip in the past 12 months n=764Source: TNS Infratest Google Confidential and Proprietary 32
  • 33. Finding inspiration – holiday tripIn the inspiration phase for holiday trips general search engines aremost frequently the starting point for an online trip preparation Finding inspiration for a holiday trip Holiday trip travellers of the last 12 months Online OfflineGeneral search engines Friends or colleaguesWebsites of tour operators Catalogues or travel guidesWebsites of online travel agencies Newspapers or magazinesTravel websites with editorial content TVWebsites of transportation companies Travel agencyTravel search engines RadioWebsites of accommodation facilitiesConsumer reviewsSocial networksVideo portalsQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base(weighted): Travellers on a holiday trip in the past 12 months n=719Source: TNS Infratest Google Confidential and Proprietary 33
  • 34. Path to purchaseWhen it comes to getting more and precise information about the triporganization online starts to outpace offline regardless of trip length Path to purchase Travellers of the last 12 months Short trip Holiday trip Online Finding inspiration Online Offline for a trip Offline Online Online Informing about the Offline trip organization OfflineQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base(weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719)Source: TNS Infratest Google Confidential and Proprietary 34
  • 35. Information about trip organization – short tripGeneral search engines are most important for finding information andby far more used than specialized travel search engines Information about trip organization of a short trip Short trip travellers of the last 12 months Online OfflineGeneral search engines Friends or colleaguesWebsites of tour operators Catalogues or travel guidesWebsites of transportation companies Newspapers or magazinesWebsites of online travel agencies Travel agencyTravel search engines TVTravel websites with editorial content RadioWebsites of accommodation facilitiesConsumer reviewsSocial networksVideo portalsQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base(weighted): Travellers on a short trip in the past 12 months n=764Source: TNS Infratest Google Confidential and Proprietary 35
  • 36. Information about trip organization – holiday tripApart from general search engines travel provider websites are directlybrowsed, followed by specialized travel search engines. Information about trip organization of a holiday trip Holiday trip travellers of the last 12 months Online OfflineGeneral search engines Friends or colleaguesWebsites of tour operators Catalogues or travel guidesWebsites of transportation companies Newspapers or magazinesWebsites of online travel agencies Travel agencyTravel search engines TVTravel websites with editorial content RadioWebsites of accommodation facilitiesConsumer reviewsSocial networksVideo portalsQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base(weighted): Travellers on a holiday trip in the past 12 months n=719Source: TNS Infratest Google Confidential and Proprietary 36
  • 37. Path to purchaseBuying decisions for travel products are typically prepared via theinternet – corresponding to the subsequently chosen booking channel Path to purchase Travellers of the last 12 months Short trip Holiday trip Online Finding inspiration Online Offline for a trip Offline Online Online Informing about the Offline trip organization Offline Online Online Deciding for Offline travel products Offline *Aggregated results for the following travel products: travel package, air travel and accommodationQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general.Q16/17: Which of the following information sources did you use in order to decide how to book your latest short trip/holiday trip?Base (weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719), bookers short trip (n=577) and holiday trip (n=639)Source: TNS Infratest Google Confidential and Proprietary 37
  • 38. Path to purchase: deciding for travel productsThe decision to book a travel package for a holiday trip is predominantlyprepared via the internet – offline sources in the lead for short trips Path to purchase: deciding for travel products Travellers of the last 12 months Short trip Holiday trip Online Online Travel package Offline OfflineQ16: Which of the following information sources did you use in order to decide how to book your latest short trip? Q17: Which of the following information sources did you use inorder to decide how to book your latest holiday trip?Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213)Source: TNS Infratest Google Confidential and Proprietary 38
  • 39. Decision on travel package – short tripA variety of online touch points contribute to a final decision, within theset of offline touch points personal Word-of-Mouth is most important Deciding for a travel package – short trip Travel package bookers Online OfflineGeneral search engines Friends or colleaguesWebsites of tour operators Catalogues or travel guidesWebsites of transportation companies Newspapers or magazinesWebsites of accommodation facilities TVWebsites of online travel agencies Travel agencyTravel websites with editorial content RadioSocial networksTravel search enginesConsumer reviewsVideo portalsQ16: Which of the following information sources did you use in order to decide how to book your latest short trip?Base (weighted): Travellers on a short trip in the past 12 months having booked a travel package n=100Source: TNS Infratest Google Confidential and Proprietary 39
  • 40. Decision on travel package – holiday tripTour operator websites are by far the most important online source forpreparing holiday trip booking decisions for travel packages Deciding for a travel package – holiday trip Travel package bookers Online OfflineWebsites of tour operators Friends or colleaguesGeneral search engines Catalogues or travel guidesWebsites of online travel agencies Travel agencyWebsites of transportation companies TVTravel websites with editorial content Newspapers or magazinesTravel search engines RadioWebsites of accommodation facilitiesSocial networksVideo portalsConsumer reviewsQ17: Which of the following information sources did you use in order to decide how to book your latest holiday trip?Base (weighted): Travellers on a holiday trip in the past 12 months having booked a travel package n=213Source: TNS Infratest Google Confidential and Proprietary 40
  • 41. Path to purchaseFinal booking decisions for accommodation facilities are predominantlyprepared on the internet – regardless of trip length Deciding for travel products Bookers of the last 12 months Short trip Holiday trip Online Online Travel package Offline Offline Online Online Accommodation Offline OfflineQ16/Q17: Which of the following information sources did you use in order to decide how to book your latest short/holiday trip?Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213), Base (weighted): Travellers in the past 12months having booked an accommodation for a short trip (n=451), for a holiday trip (n=343)Source: TNS Infratest Google Confidential and Proprietary 41
  • 42. Decision on accommodation – short tripGeneral search engines are most frequently considered followed bywebsites of accommodation facilities and online travel agencies Deciding for accommodation – short trip Accommodation bookers Online OfflineGeneral search engines Friends or colleaguesWebsites of accommodation facilities Catalogues or travel guidesWebsites of online travel agencies Newspapers or magazinesTravel websites with editorial content Travel agencyWebsites of tour operators TVTravel search engines RadioWebsites of transportation companiesConsumer reviewsSocial networksVideo portalsQ16: Which of the following information sources did you use in order to decide how to book your latest short trip?Base (weighted): Travellers on a short trip in the past 12 months having booked an accommodation n=451Source: TNS Infratest Google Confidential and Proprietary 42
  • 43. Decision on accommodation – holiday tripFor preparing accommodation bookings general search engines are thetop online source, followed by accommodation and aggregator sites Deciding for accommodation – holiday trip Accommodation bookers Online OfflineGeneral search engines Friends or colleaguesWebsites of accommodation facilities Newspapers or magazinesWebsites of online travel agencies Catalogues or travel guidesWebsites of transportation companies Travel agencyTravel websites with editorial content TVTravel search engines RadioWebsites of tour operatorsConsumer reviewsSocial networksVideo portalsQ17: Which of the following information sources did you use in order to decide how to book your latest holiday trip?Base (weighted): Travellers on a holiday trip in the past 12 months having booked an accommodation n=343Source: TNS Infratest Google Confidential and Proprietary 43
  • 44. Path to purchaseThe purchase decision for all three travel products under analysis isstrongly influenced by the internet – strongest for air travel Deciding for travel products Travellers of the last 12 months Short trip Holiday trip Online Online Travel package Offline Offline Online Online Accommodation Offline Offline Online Online Air travel Offline OfflineQ16/Q17: Which of the following information sources did you use in order to decide how to book your latest short/holiday trip?Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213), an accommodation for a short trip (n=451), fora holiday trip (n=343), a plane ticket for a short trip (n=118), for a holiday trip (n=243)Source: TNS Infratest Google Confidential and Proprietary 44
  • 45. Decision on air travel – short tripPreparing booking decisions for air travel corresponds with the bookingchannel and is most likely to be done directly with the airline Deciding for air travel – short trip Air travel bookers Online OfflineWebsites of transportation companies Friends or colleaguesWebsites of online travel agencies Newspapers or magazinesTravel search engines Catalogues or travel guidesGeneral search engines Travel agencyWebsites of tour operators TVTravel websites with editorial content RadioWebsites of accommodation facilitiesVideo portalsConsumer reviewsSocial networksQ16: Which of the following information sources did you use in order to decide how to book your latest short trip?Base (weighted): Travellers on a short trip in the past 12 months having booked a plane ticket n=118Source: TNS Infratest Google Confidential and Proprietary 45
  • 46. Decision on air travel – holiday tripFor preparing buying decisions on air travel for a holiday trip travel searchengines dominate general search engines – airline sites top source Deciding for air travel – holiday trip Air travel bookers Online OfflineWebsites of transportation companies Friends or colleaguesTravel search engines Newspapers or magazinesWebsites of online travel agencies Travel agencyGeneral search engines Catalogues or travel guidesWebsites of tour operators TVTravel websites with editorial content RadioWebsites of accommodation facilitiesConsumer reviewsVideo portalsSocial networksQ17: Which of the following information sources did you use in order to decide how to book your latest holiday trip?Base (weighted): Travellers on a holiday trip in the past 12 months having booked a plane ticket n=243Source: TNS Infratest Google Confidential and Proprietary 46
  • 47. Devices used for online researchResearch at home via stationary internet is mainly preferred; if mobilethen preferably via laptop or netbook rather than via mobile devices Devices used for online research Travellers of the last 12 months who researched online Finding inspiration for a trip Informing about the trip organization Deciding for a travel package Deciding for accommodation Deciding for air travel PC / laptop at home Laptop / netbook on the go Mobile / smartphone Tablet PCQ15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Q16:Which of the following information sources did you use in order to decide how to book your latest short trip?Source: TNS Infratest Google Confidential and Proprietary 47
  • 48. Wrap up research behaviour1 The internet serves as an extremely important research source throughout the whole process from first research to preparing bookings for travel products2 At the start of the travel research (finding inspiration) online and offline sources are comparably considered with general search engines and WOM as top sources.3 The closer a person gets to the purchase decision the more important gets the internet as a research source – well in line with the actual booking on the internet.4 General search engines are widely used in every stage of the information process and by far more frequently considered than specialized travel search engines.5 Specialized websites such as tour operator websites, airline websites or aggregator portals gain importance when it comes to preparing booking decisions.Source: TNS Infratest Google Confidential and Proprietary 48
  • 49. Search engine usage and information needsSource: TNS Infratest Google Confidential and Proprietary 49
  • 50. Information triggerGeneral search engines are the most important navigator to relevantonline sources in the research process on travel products How did you find the websites you used for searching product information? Users of online sources Search engine (e. g. Google) Typing the website address directly into the browser Recommendation by friends or colleagues Links at other websites Clicking on the display advertisement Links or recommendations at travel forums / social networks / video portals Online advertisement, but I didn’t click on itQ21: You mentioned that you used online information sources while searching for information. How did you find the websites you have used in the internet?Base (weighted): Users of online information sources n=804Source: TNS Infratest Google Confidential and Proprietary 50
  • 51. Search engine usageGoogle is the leading search engine followed by specialized travel searchengines (i.e. momondo, travel market, etc.) – more than 50% Googleexclusively… Search engine usage Search engine user 52% used only GoogleQ22: Which of the following search engines do you use during your research process or would you consider using?Base (weighted): Users of search enginesSource: TNS Infratest Google Confidential and Proprietary 51
  • 52. Importance of search enginesIn the travel vertical search engines are perceived as very importantthroughout every stage of the information process Importance of search engines for… Search engine users Finding inspiration for travel destinations Finding general information about the travel organization Finding concrete information about accommodation facilities Finding concrete information about travel packages Finding concrete information about air travel Extremely Important Very Important ImportantQ23: How important would you consider search engines when it comes to …?Base (weighted): Search engine user who used it for… : n(destination)=428; n(organization)=423; n(inform about package)=70; n(inform about accomm.)=225; n(inform aboutplane tickets)=109; answer categories ‘not very important’ and ‘not at all important’ not shownSource: TNS Infratest Google Confidential and Proprietary 52
  • 53. Information expectationsBroad information needs in the travel vertical often related to destinationsand products – on average a respondent stated 9 different expectations Information expectations (1-10) All respondents Weather / climate conditions Destination related Travel conditions Destination related Tourism information Destination related General information about accommodation facilities Product related Special offers and promotions Product related General information about transport connections Product related General information about organized offers Product related Contract information Product related General information about tour operators Operator related Health information for the destination place Destination relatedQ20: Independent of whether you use the internet for collecting travel related information or planning a trip or not: What kind of information would you expect to find on the internetin general?Base (weighted): All respondents: n=1000Source: TNS Infratest Google Confidential and Proprietary 53
  • 54. Information expectationsThe majority of topics is for at least 40% of relevance – obviously onlycommercials are not scoring on such a high level Information expectations (11-19) All respondents Practical information about tour operators Operator related Information about the online purchase process Destination related Comparison information on travel offers Product related General information about transportation companies Operator related Possibility to order paper catalogues / brochures Product related Advice, recommendations and experiences from other consumers Product related Information about security issues at the destination place Destination related Consumer service related information about travel operators Operator related Commercials Product relatedQ20: Independent of whether you use the internet for collecting travel related information or planning a trip or not: What kind of information would you expect to find on the internetin general?Base (weighted): All respondents: n=1000Source: TNS Infratest Google Confidential and Proprietary 54
  • 55. Experience sharingHolidays are an involving topic which is highly shared with friends –either via personal WOM in talks or via virtual WOM in social networks Experience sharing after last trip Travellers of the past 12 months 79% in talks with my family, friends or colleagues 14% in a social network (e. g. Facebook) 10% in a satisfaction survey (e. g. from an airline) 8% in talks with consultants 3% in my own blog 2% in a travel related forum / bulletin board 2% on user-generated websites (e. g. travel reviews) 19% 1% uploading a video on YouTubeQ19: When you returned from your latest short and / or holiday trip – did you somehow share the experiences you made with others?Base (weighted): Travellers of the past 12 months on a short or holiday trip n=946Source: TNS Infratest Google Confidential and Proprietary 55
  • 56. Wrap up search engine usage 1 Search engines serve as a navigator tool for travel research on the internet: 7 out of 10 online researchers start on search in order to find travel information. 2 Across the whole information process search engines are perceived as very important for finding information related to travel planning and booking. 3 Google is the leading general search engine and more than half of the search engine users do not use any other search engine. 4 Momondo and travelmarket are the most popular specialized travel search engine. 5 Online research in the travel vertical has to meet highly differentiated information needs: on average 9 topics are expected to be found on the internet.Source: TNS Infratest Google Confidential and Proprietary 56
  • 57. SummarySource: TNS Infratest Google Confidential and Proprietary 57
  • 58. Management summary 1 The internet is by far the most important booking channel in the travel vertical regardless of travel product and regardless of trip length (short vs. holiday trip). 2 Bookings in the travel vertical are accompanied by an in-depth research process with online sources being most frequently considered for information purposes. 3 Online research in the travel vertical has to meet highly differentiated information needs: on average 9 topics are expected to be found on the internet. 4 General search engines are the top online information source: widely used in every research stage they serve as an important navigator to relevant sources. 5 Presence on search engines with a variety of relevant terms enables presence in the online research process and subsequently relevance for the online purchase.Source: TNS Infratest Google Confidential and Proprietary 58
  • 59. General information on audienceSource: TNS Infratest Google Confidential and Proprietary 59
  • 60. Background information Age 14-29 years 30-39 years 40-49 years 50+ years 19% 16% 21% 44% Gender Male Female 51% 49% Income * Low Medium High No answer 23% 41% 18% 12% Education ** Low Medium High No answer 14% 48% 35% Frequency online access Daily Weekly Monthly Less 77% 19% Area of living Nordjylland Midtjylland Syddanmark Hovedstaden Sjælland 10% 23% 14% 30% 17%*Low: Less than DDK. 299.999; Medium: DDK. 300.000 - 699.999; High: DDK. 700.000 - 899.999, DDK. 900.000 - 1099.999 and more**Low: Primary and lower secondary school 7 year or less, primary and lower secondary school 8 to 10 years; Medium: Middle school / the Danish “Realeksamen” or“Præliminæreksamen”, Upper Secondary School/Higher Preparatory Exam/Higher Commercial Exam, Basic/final vocational training; High: Higher education (less than 3 years),BA level + ( 3 to less than 5 years), MA level + ( 5 years or more )Base (weighted): All respondents n=1,000; categories with values < 5% not shownSource: TNS Infratest Google Confidential and Proprietary 60