Presentatie Norm Rose - Travel Tech Consulting

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  • 1. Technological e-Trends in the Travel and Tourism Sectors November 23, 2011
  • 2. © 2011 PhoCusWright Inc. All Rights Reserved. 2
  • 3. Agenda European Travel Trends Travel Unleashed Mobile Trends Summary © 2011 PhoCusWright Inc. All Rights Reserved. 3
  • 4. Europe• Expected to overtake the U.S. as the world’s largest online travel market• Online growth varies widely: “surging” vs. strong• Main online growth area will be OTAs• LCCs are key to driving online travel• With hotels fragmented and growing, OTAs lick their chops• Tour operator growth to remain weak• In the longer term, rail will be a sector to watch © 2011 PhoCusWright Inc. All Rights Reserved. 4
  • 5. OTA Growth by Region, 2009-2012 • Online travel agencies are the fastest-growing distribution channel around the world • Aggregate global OTA gross bookings stood at US$93.7 billion in 2010, or 11% of the total worldwide travel market © 2011 PhoCusWright Inc. All Rights Reserved. 5
  • 6. © 2011 PhoCusWright Inc. All Rights Reserved. 6
  • 7. The End of On/Off • Travelers connect all the time, and every place • Shrinking screens – smartphones, tablets, e-readers and GPS systems • Travelers today connect instantly © 2011 PhoCusWright Inc. All Rights Reserved. 7
  • 8. © 2011 PhoCusWright Inc. All Rights Reserved. 8
  • 9. Look Who’s Talking • Leveled the playing field by raising their voices • Everybody has something to say, and ample means to say it • Citizen journalists • A new breed of thought leaders • Demanding consumers don’t hesitate to air grievances Are you listening? © 2011 PhoCusWright Inc. All Rights Reserved. 9
  • 10. The Role of Reviews in Online Hotels • Traveler reviews are a critical influence in the hotel-buying process © 2011 PhoCusWright Inc. All Rights Reserved. 10
  • 11. © 2011 PhoCusWright Inc. All Rights Reserved. 11
  • 12. The Speed of Smart• The accelerated pace of innovation and technology is constantly raising the bar• Every device knows where we are and what we like• Delivering relevant content, personalized deals and flash offers is essential• New technologies • Collaborative consumption • Augmented reality • Sentient devices • Virtual conferencing • Near field communications • QR codes • RFID and more Keep up, speed up or step aside © 2011 PhoCusWright Inc. All Rights Reserved. 12
  • 13. © 2011 PhoCusWright Inc. All Rights Reserved. 13
  • 14. To Boldly Go• Travelers have more choices than ever• Digital demystification - people from everywhere are going everywhere, often to places they’ve never considered before• Must engage with more knowledgeable, culturally-aware customers on the go © 2011 PhoCusWright Inc. All Rights Reserved. 14
  • 15. © 2011 PhoCusWright Inc. All Rights Reserved. 15
  • 16. Capital Comeback• Despite continued economic uncertainty, every kind of capital is being raised, all around the world• Deal flow has strengthened, and public offerings are reminiscent of the bubble• Money drives change• Nimble newcomers battle the establishment for a piece of the action © 2011 PhoCusWright Inc. All Rights Reserved. 16
  • 17. © 2011 PhoCusWright Inc. All Rights Reserved. 17
  • 18. The New PNR (Point of No Return)• Suppliers are seeking greater control over their product, lower costs and more direct control of the customer• Transparency is threatened with ancillary fees being withheld from all distribution channels• The new distribution landscape must provide a level playing field for all parts of the value chain © 2011 PhoCusWright Inc. All Rights Reserved. 18
  • 19. Mobile Trends
  • 20. Mobile Timeline Mobile Timeline 1980s 1990s Early June 2000s 2007 2008-2009 2010 2011+ 1G 2G & 2.5G 3G 4G • Devices are becoming more powerful, with tablets increasing in popularity worldwide • Lower-cost tablets from Amazon and India will significantly raise the penetration of these devices • Networks increase broadband • Smartphones become better able to sense the environment © 2011 PhoCusWright Inc. All Rights Reserved. 20
  • 21. LEISURE TRAVEL LIFE CYCLEMobile Travel Applications for Leisure Travel Explore destinations, view sample Share experiences Dream itineraries while traveling Share Plan Plan day-by-day activitiesNavigate location andexplore surroundings. Book alternatives duringExplore cultures and service disruptions, andhistorical sites based on ancillary services such asyour preferences Explore Book hotels, restaurants and ground transportation © 2011 PhoCusWright Inc. All Rights Reserved. 21
  • 22. Mobile Search: Reverse Funnel Approach Traditional Web Search: Mobile Search: Return general results Return specific results and then refine and then expand • Review mobile search engine results for your company • Optimize mobile website for mobile search engines • Prepare for context-aware mobile search results • Consider the reverse funnel concept for both mobile search and travel search specificallySource: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 22
  • 23. Local Social Mobile MOJO • Mobile search is about providing the right product to the right person in the right place at the right time © 2011 PhoCusWright Inc. All Rights Reserved. 23
  • 24. Are We at the Beginning of the Tablet Revolution? • Global tablet sales will exceed 250 million worldwide by 2015, with major growth in Asia Pacific and EMEA • Tablets are about high consumption and immersive environments • Travel companies must develop a specific strategy for the emerging tablet market, as frequent travelers are early adopters of these devicesSource: Yankee Group © 2011 PhoCusWright Inc. All Rights Reserved. 24
  • 25. Summary• European online travel will surpass U.S. travel in volume• Travelers are now always connected, and thus expect services to be delivered 24/7 and tailored to their needs• Social media has permanently impacted the way travelers plan and experience their trips• New devices and technologies continue to reshape the travel process• Travelers are exploring new destinations and ways to experience travel• Mobile technology is transforming all aspects of the travel experience © 2011 PhoCusWright Inc. All Rights Reserved. 25
  • 26. Thank You!nrose@phocuswright.com www.phocuswright.com