Hitwise Travel Webinar: On the Road Again

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Key Takeaways Include:

* The most popular travel destinations among consumers
* What foreign travelers are researching for when planning travel to the US
* The consumer profiles of travel websites visitors and any profile shifts that have occurred
* The most effective channels for driving traffic to travel websit

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Hitwise Travel Webinar: On the Road Again

  1. 1. On The Road Again:Insights on the Online Travel MarketMay 25, 2011© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
  2. 2. Intro & Agenda Key Trends & Emerging Websites Drivers of Traffic Search Behavior – Road Trips & Vacations Global Search Behavior – Top US Destinations from Other Markets Key Takeaways © 2011 Experian Information Solutions, Inc. All rights reserved. 2
  3. 3. Key Trends & Emerging Websites © 2011 Experian Information Solutions, Inc. All rights reserved. 3
  4. 4. Overall Current Travel LandscapeVisits to Travel websites down 4% YoY © 2011 Experian Information Solutions, Inc. All rights reserved. 4
  5. 5. Searches for Gas PricesConsumer interests naturally rise with costSource of gas price information: Energy Information Administration © 2011 Experian Information Solutions, Inc. All rights reserved. 5
  6. 6. Search Behaviors for Gas PricesConsumers tend to be concerned with local markets © 2011 Experian Information Solutions, Inc. All rights reserved. 6
  7. 7. Searches for Gas PricesPrice sensitivity varies by stateSource of gas price information in Ohio: Gas BuddySource of gas price information: AAA and OPISNET © 2011 Experian Information Solutions, Inc. All rights reserved. 7
  8. 8. Specificity in “Gas Prices”Web-users become specific about looking for cheap local gas © 2011 Experian Information Solutions, Inc. All rights reserved. 8
  9. 9. Traffic to US CVBs and STOs is RecoveringFollowing a depressed 2010 season, share is up + 10% YoY -3% YoY -13% YoY © 2011 Experian Information Solutions, Inc. All rights reserved. 9
  10. 10. Geography for Myrtle Beach CVBMore local visitors, capitalize on proximity © 2011 Experian Information Solutions, Inc. All rights reserved. 10
  11. 11. Growth in Travel Flash SalesNew channels to distribute distressed inventory +498% +1025% © 2011 Experian Information Solutions, Inc. All rights reserved. 11
  12. 12. Attractive Demographics of Travel Flash SalesOver-indexes with older, more affluent audience © 2011 Experian Information Solutions, Inc. All rights reserved. 12
  13. 13. Drivers of Traffic to Travel Websites © 2011 Experian Information Solutions, Inc. All rights reserved. 13
  14. 14. Consumer Behavior Largely UnchangedSearch & Cross-Shopping drive highest share of traffic © 2011 Experian Information Solutions, Inc. All rights reserved. 14
  15. 15. Cross-Shopping BehaviorHighest overlap between airlines & OTAs © 2011 Experian Information Solutions, Inc. All rights reserved. 15
  16. 16. Key Drivers of TrafficAirlines & cruises most active with social networks © 2011 Experian Information Solutions, Inc. All rights reserved. 16
  17. 17. Key Drivers of Traffic to Maps & Road Guides Search even more critical to attract visitors Sources of Traffic to Maps & Road Guides, April 2011 Other 27% 36% Search Engines 4% 46% Travel 6% 4%Social Networks 6% Shopping & Classifieds 7% Business & Finance 8% © 2011 Experian Information Solutions, Inc. All rights reserved. 17
  18. 18. Search Behavior –Road Trips &Vacations © 2011 Experian Information Solutions, Inc. All rights reserved. 18
  19. 19. Demographics of Driving Direction SearchersMajority are older with mid HH income © 2011 Experian Information Solutions, Inc. All rights reserved. 19
  20. 20. Geography of Driving Direction SearchersHeavy concentration in middle America & east coast © 2011 Experian Information Solutions, Inc. All rights reserved. 20
  21. 21. Searches for Driving Direction & Road TripsHighly branded but significant content opportunities Road Trip Road Trip from Across Ohio to Florida America San Francisco Denver to to San Diego Yellowstone Road Trip Road Trip Driving Trip California Tennessee Coast Road South Carolina Trip Virginia Road Trip to East Coast Sedona Road Trip Road Trip from Perfect Road Michigan to Trip in Missouri Tennessee © 2011 Experian Information Solutions, Inc. All rights reserved. 21
  22. 22. General Interest in “Myrtle Beach” GrewTargeting cold weather markets proved fruitful © 2011 Experian Information Solutions, Inc. All rights reserved. 22
  23. 23. Searches for VacationsFor Family Vacations, “All Inclusive” Trumps “Cheap” NB Excludes “family”, “vacation” and “vacations” – these are overwhelmingly the top terms © 2011 Experian Information Solutions, Inc. All rights reserved. 23
  24. 24. “Family” Travel Search TrafficPublishers win majority, but opportunities for better optimization © 2011 Experian Information Solutions, Inc. All rights reserved. 24
  25. 25. Adult & Romantic Vacation/Getaway SearchesRomantics Stay Local for Their “Getaways” © 2011 Experian Information Solutions, Inc. All rights reserved. 25
  26. 26. Search Term Variations for Honeymoons“Honeymoon” Searches Peak with “Wedding” Searches © 2011 Experian Information Solutions, Inc. All rights reserved. 26
  27. 27. Search Term Variations for Honeymoons“Packages” are tops © 2011 Experian Information Solutions, Inc. All rights reserved. 27
  28. 28. Search Term Variations for HoneymoonsUSA is most searched destination © 2011 Experian Information Solutions, Inc. All rights reserved. 28
  29. 29. Visiting the US – Destination Trends from Australia,Brazil, Canada, France & UK © 2011 Experian Information Solutions, Inc. All rights reserved. 29
  30. 30. Importance of Travel and Seasonality by MarketAustralians are consistently interested in travel © 2011 Experian Information Solutions, Inc. All rights reserved. 30
  31. 31. Canadian Interest in US Travel DestinationsWarm weather and Canadian sites © 2011 Experian Information Solutions, Inc. All rights reserved. 31
  32. 32. Brazilian Flight Searches to USMiami & Orlando are the main destinations © 2011 Experian Information Solutions, Inc. All rights reserved. 32
  33. 33. Brazilian Searches for US DestinationsDisney & Orlando Theme Parks dominate © 2011 Experian Information Solutions, Inc. All rights reserved. 33
  34. 34. UK Searches for US DestinationsHoping for „fun in the sun‟ © 2011 Experian Information Solutions, Inc. All rights reserved. 34
  35. 35. “Voyages” – The French MarketBright lights, big cities are key interests © 2011 Experian Information Solutions, Inc. All rights reserved. 35
  36. 36. Reaching International MarketsBi-lingual content for French and Brazilian Markets © 2011 Experian Information Solutions, Inc. All rights reserved. 36
  37. 37. Australian Flight Searches to USHawaii & Los Angeles are popular flight choices © 2011 Experian Information Solutions, Inc. All rights reserved. 37
  38. 38. Australian Searches for US DestinationsVegas baby, Vegas! © 2011 Experian Information Solutions, Inc. All rights reserved. 38
  39. 39. Key Takeaways Monitor consumer concern about gas prices & other economic indicators to understand impact on travel decisions. Identify opportunities to capture foreign travel dollars by offering content around popular destinations in additional languages, local search engines & alternate payment options. Search & cross-shopping remain key – consumers are going to many places for travel information, so provide compelling content to develop the relationship: ► Partner with theme-focused websites to benefit from their SEO efforts. ► Think about the language – “romantic getaways” vs. “family vacations”. ► Consumers love lists! Offer content that highlights the „top‟ and „best‟ of a destination. © 2011 Experian Information Solutions, Inc. All rights reserved. 39
  40. 40. © 2011 Experian Information Solutions, Inc. All rights reserved.

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