Study Details:
Qualifications for Inclusion in Segment:

In order to be included in the analysis, consumers had to have me...
Package Bookers Consume a Lot of Travel
Content, Especially the Week of Booking
• Travel content consumption the week of a...
OTAs Account for Nearly Half of All Travel Visits*
While OTAs dominate the pre-booking research landscape, DMO share of tr...
OTAs Are Used for More than Just Last
Minute Price Comparison
• Only 31% of all visits to OTAs the week of a package booki...
In Travel Content Consumption the OTA Category is Still
the Clear Leader
The gap between OTA & other Travel categories exi...
Expedia Continues to Lead the OTA Set
in Share of Visits
Share of OTA Visits by Brand
(Within competitive set, share of se...
Travel Content Consumption Drives Growth in
Overall Internet Usage for Segment Members
In general, as people get closer to...
Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst ...
In the 45 Days Leading Up to a Package Booking, Retail
Sites are Visited Almost as Frequently as Travel Sites
As segment m...
Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst ...
Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst ...
Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst ...
Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst ...
Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst ...
Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst ...
Billboard Effect of DMO Visitation
There are periods within the 45 path to purchase where DMO visitation seems to positive...
Sample DMO/OTA Cross-Shop Session
Start of Session:
Comcast.net (2
pages)

TheRoot.com
(6 pages)

WonderWall.com
(2 pages)...
Sample DMO/OTA Cross-Shop Session
 Continued

Expedia.com (88
pages, searched
Memphis pkgs,
viewed multiple
hotel infopag...
Sample 45 Day Path to Purchase
DAY 41
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ontariotravel.net
niagarafallstourism.com (11 pages)
vi...
Sample 45 Day Path to Purchase
DAY 26
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google.com
garmin.com (75 pages)
google.com
nbcsports.com
garmin.co...
Sample 45 Day Path to Purchase
DAY 21
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google.com
live.com
easternbank.com
msn.c...
Sample 45 Day Path to Purchase
DAY 18
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google.com
youtube.com
google.com
expedia.com (16 pages)
go...
Sample 45 Day Path to Purchase
DAY 14
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google.ca
facebook.com
google.ca
marinelandcanada.com
maidofthemist.com

...
Sample 45 Day Path to Purchase
DAY 4
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google.com
expedia.com (17 pages)
jetblue.com
travelocity.com (13 pages)
t...
Sample 45 Day Path to Purchase
DAY 2 (continued)
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→
northshore-bank.com
ad...
The Traveler's Path to Purchase
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The Traveler's Path to Purchase

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Understanding the Relationship Between Online Travel Agencies and Destination Marketing Organizations

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Transcript of "The Traveler's Path to Purchase"

  1. 1. The Traveler’s Path to Purchase Understanding the Relationship Between Online Travel Agencies and Destination Marketing Organizations
  2. 2. Study Details: Qualifications for Inclusion in Segment: In order to be included in the analysis, consumers had to have met both of the following criteria: • Booked a vacation package at one of the following online travel agencies (OTAs) between October 1, 2012 and March 31, 2013 • Visited a destination marketing organization (DMO) website during the 45 days leading up to the time of booking DMO Site List: • Using a variety of online and offline resources, Compete compiled a list of nearly 1,000 Destination Marketing Organization (DMO) websites, promoting leisure destinations at the city, region, state and national level Methodology: • Compete segmented and evaluated the actions of OTA package bookers who visited a known Destination Marketing Organization website at some point during the 45 days prior to booking. Specifically, Compete evaluated the frequency and timing of category and site-specific visitation, same-session cross visitation, billboard effect of DMO visitation, and sample paths to purchase. • The results were evaluated to understand consumer usage of different sites and site categories throughout the vacation package shopping cycle. 2
  3. 3. Package Bookers Consume a Lot of Travel Content, Especially the Week of Booking • Travel content consumption the week of a package booking more than doubles the prior week’s volume Average Travel Site Visits per Week (Number of travel sites visited per week by the average segment member, Oct’12-Mar’13 aggregate) Number of visits to travel sites made by package bookers 45 days before booking 38 15.5 2.5 3 3.4 5 Weeks Out 4 Weeks Out 3 Weeks Out 5.2 2 Weeks Out 6.9 1 Week Out Week of Booking Read as: The average segment member makes 15.5 visits to travel sites in the week leading up to the package booking *Same sites counted only once per session in visits figure; visitation to same site during a different session will be counted as a separate visit 3
  4. 4. OTAs Account for Nearly Half of All Travel Visits* While OTAs dominate the pre-booking research landscape, DMO share of travel visits has jumped 30% since 2010 (to 6.4% in recent months) Share of Visits by Travel Category (Share of segment’s total travel visits claimed by each travel category, Oct’12-Mar’13 aggregate) 4.0% 8.2% OTA Planning and Reviews Meta 1.7% 1.0% 11.2% 47.2% Lead-Gen Hotel Supplier Read as: 47% of all visits to Travel Sites made by segment members were attributed to OTAs DMO 6.4% Cruise Line Car Rental Airline Supplier 4.1% 4.7% Vacation Packagers Other 4.7% 6.8% 4
  5. 5. OTAs Are Used for More than Just Last Minute Price Comparison • Only 31% of all visits to OTAs the week of a package booking occur the same day as the booking • This implies a lot of additional research is being conducted on these sites Average OTA Visits per Week (Number of visits to OTAs per week by the average segment member, Oct’12-Mar’13 aggregate) Number of visits to OTAs made by package bookers 45 days before booking 18 8 1 1.1 1.3 2.6 5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 3.3 2.8 Day of Booking 1 Week Out Week of Booking Read as: average segment member visited OTA sites 8x in the week leading up to booking, with a 1/3rd on the same day 5
  6. 6. In Travel Content Consumption the OTA Category is Still the Clear Leader The gap between OTA & other Travel categories exists from the beginning, but increases significantly the closer you get to the booking Average Visits to Travel Categories per Week (Average visits per visitor to sites within each category, by week , Oct’12-Mar’13 aggregate) 5 Weeks Out 4 Weeks Out 0.3 0.2 0.4 0.2 0.1 0.2 0.2 Meta: Kayak Lead-Gen: Travelzoo, BookingBuddy Planning/Review: TripAdvisor 2 Weeks Out 1 Week Out 1.3 1.1 1.0 0.1 0.0 3 Weeks Out 3.3 2.6 0.4 0.4 0.1 0.1 0.3 0.4 0.3 0.2 0.4 0.3 0.5 Week of Booking 8.0 0.8 0.8 0.7 1.0 0.3 0.4 0.3 0.5 0.8 Meta Lead-Gen DMO Planning & Reviews Airline Supplier OTA 1.6 6
  7. 7. Expedia Continues to Lead the OTA Set in Share of Visits Share of OTA Visits by Brand (Within competitive set, share of segment’s OTA visits captured by each brand, Oct’12-Mar’13 aggregate) 3.9% 3.5% Expedia Travelocity 15.4% 31.4% Hotels.com Hotwire Orbitz 14.1% 9.2% Priceline 17.6% Read as: 31.4% of the segment’s visits to major OTA brand sites were to Expedia.com Booking.com Cheaptickets 5.0% 7
  8. 8. Travel Content Consumption Drives Growth in Overall Internet Usage for Segment Members In general, as people get closer to booking their package, their overall internet usage increases slightly, but nowhere near as much as their Travel content consumption Non-Travel Site Visitation Per Day (Website visits per day by average segment member to travel sites, non-travel sites, total, Oct’12-Mar’13 aggregate) 35% 12 30% 10 25% 8 20% 6 15% 4 10% 2 5% 0 45 days out 40 35 30 Total Non-Travel 25 20 Total Travel 15 10 5 Travel as % of Total Visits per Day per Segment Member 14 0% 0 (same day) Travel as % of Total (right) Read as: On the day of the booking, segment members made an average 16.4 website visits, 30% of which were to travel sites 8
  9. 9. Despite Consistently Strong Retail Visitation, No Category Touches Travel in the Days Leading Up to the Booking • Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking • Travel consumption spikes at the same time and doesn’t let up Category Visit Intensity Over Time (Share of visits made to each category of websites , Oct’12-Mar’13 aggregate) 60% 50% 40% 30% 20% 10% 0% 5 Weeks Out 4 Weeks Out 3 Weeks Out Travel 2 Weeks Out Retail 1 Week Out Financial_Services Week of Booking Week After Booking Telecommunications 2 Weeks After 3 Weeks After 4 Weeks After Automotive Read as: In the week leading up to the package booking, Travel sites account for 55% of visits to the list of comparison site categories 9
  10. 10. In the 45 Days Leading Up to a Package Booking, Retail Sites are Visited Almost as Frequently as Travel Sites As segment members research their vacations, retail sites become common hangouts, even more so than banking or cell carrier sites Average Category Visits per Booker in Aggregate (Number of visits made to each category of websites by the average segment member, Oct’12-Mar’13 aggregate) 37.9 36.6 20.9 Read as: the average segment member visited a retail website 36.6 times in the 45 days leading up to their package booking 20.5 2.1 Travel Retail Financial Services Telecommunications Automotive 10
  11. 11. Despite Consistently Strong Retail Visitation, No Category Touches Travel in the Days Leading Up to the Booking • Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking • Travel consumption spikes at the same time and doesn’t let up Category Visit Intensity Over Time (Share of visits made to each category of websites , Oct’12-Mar’13 aggregate) 60% Read as: In the week leading up to the package booking, Travel sites account for 55% of visits to the list of comparison site categories 50% 40% 30% Travel 20% Retail 10% Financial_Services Telecommunications 0% 5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking Automotive 11
  12. 12. Despite Consistently Strong Retail Visitation, No Category Touches Travel in the Days Leading Up to the Booking • Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking • Travel consumption spikes at the same time and doesn’t let up Travel Visit Intensity Over Time (Share of visits made to travel websites , Oct’12-Mar’13 aggregate) 55% 60% 50% 37% 40% 30% 30% 20% 18% 18% 5 Weeks Out 4 Weeks Out 22% 10% 0% 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking Read as: In the week leading up to the package booking, Travel sites account for 55% of visits to the list of comparison site categories 12
  13. 13. Despite Consistently Strong Retail Visitation, No Category Touches Travel in the Days Leading Up to the Booking • Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking • Travel consumption spikes at the same time and doesn’t let up Retail Visit Intensity Over Time (Share of visits made to Retail websites , Oct’12-Mar’13 aggregate) 45% 40% 36% 40% 36% 35% 33% 27% 30% Read as: In the week leading up to the package booking, Travel sites account for 55% of visits to the list of comparison site categories 20% 25% 20% 15% 10% 5% 0% 5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking 13
  14. 14. Despite Consistently Strong Retail Visitation, No Category Touches Travel in the Days Leading Up to the Booking • Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking • Travel consumption spikes at the same time and doesn’t let up Financial Services Visit Intensity Over Time (Share of visits made to financial services websites , Oct’12-Mar’13 aggregate) 25% 21% 21% 20% 20% 18% 17% Read as: In the week leading up to the package booking, Travel sites account for 55% of visits to the list of comparison site categories 13% 15% 10% 5% 0% 5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking 14
  15. 15. Despite Consistently Strong Retail Visitation, No Category Touches Travel in the Days Leading Up to the Booking • Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking • Travel consumption spikes at the same time and doesn’t let up Telecommunications Visit Intensity Over Time (Share of visits made Telecommunications websites , Oct’12-Mar’13 aggregate) 25% 23% 19% 20% 20% 18% 18% 15% Read as: In the week leading up to the package booking, Travel sites account for 55% of visits to the list of comparison site categories 11% 10% 5% 0% 5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking 15
  16. 16. Despite Consistently Strong Retail Visitation, No Category Touches Travel in the Days Leading Up to the Booking • Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking • Travel consumption spikes at the same time and doesn’t let up Automotive Visit Intensity Over Time (Share of visits made to Automotive websites , Oct’12-Mar’13 aggregate) 3% Read as: In the week leading up to the package booking, Travel sites account for 55% of visits to the list of comparison site categories 3% 2% 2% 1% 1% 0% 5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking 16
  17. 17. Billboard Effect of DMO Visitation There are periods within the 45 path to purchase where DMO visitation seems to positively impact conversion. Billboard Effect of DMO Visitation (Conversion calculated by the day the DMO was first visited, Oct’12-Mar’13 aggregate) Read as: Of people who check DMO sites prior to visiting an OTA package path, those who do so 9-24 days in advance of the package path visit convert 32% higher. 7% 6% Day 24 --> Day 9 5% 4% 3% 2% 1% 2.2% OTA pkg path conversion line for those visiting DMOs 1 2 3 4 5 0 (Same Day) OTA pkg path conversion for those who visited a DMO, by day of first DMO visit 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 days out 0% 17
  18. 18. Sample DMO/OTA Cross-Shop Session Start of Session: Comcast.net (2 pages) TheRoot.com (6 pages) WonderWall.com (2 pages) MemphisTravel.com (11 pages) YouTube.com (1 page) Live.com (11 pages) MSN.com (5 pages) PNC.com (3 pages) Expedia.com (53 pages, searched flight then pkg) Elvis.com (6 pages) CCHNet.net (16 pages) Facebook.com (8 pages) Facebook.com (9 pages) AmericanQueenStea mboatCompany.com (21 pages) Continued  Facebook.com (9 pages) CCHNet.com (29 pages) Inbox.com (9 pages) Answers.com (2 pages) PNC.com (1 page) Live.com (23 pages) VisitMusicCity.com (11 pages) MemphisTravel.com (6 pages) Retail Travel DMO Inbox.com (3 pages) Comcast.net (7 pages) YouTube.com (1 page) Elvis.com (1 page) Weather 18
  19. 19. Sample DMO/OTA Cross-Shop Session  Continued Expedia.com (88 pages, searched Memphis pkgs, viewed multiple hotel infopages) Comcast.net (4 pages) PeabodyHotels.com (1 page) MadisonHotel Memphis.com (9 pages) TripAdvisor.com (20 pages) MadisonHotelMemp his.com (7 pages) MadisonHotel Memphis.com (4 pages) Hotels-andDiscounts.com (2 pages) HomeAway.com (6 pages) Expedia.com (2 pages) TheMadison Hotel.com (2 pages) PeabodyHotels.com (3 pages) HotelsOne.com (7 pages) Comcast.net (2 pages) TripAdvisor (21 pages) ThePeabody Galleria.com (1 page) Kayak.com (2 pages) Hilton.com (2 pages) Comcast.net (5 pages) Peabody Memphis.com (5 pages) Retail CheapCaribbean.com (2 pages) Inbox.com (6 pages) Travel DMO HomeAway.com (26 pages) Expedia.com (10 pages, viewed Peabody Memphis and Hotel Madison) Weather Hotels.com (3 pages) TripAdvisor.com (6 pages) 19
  20. 20. Sample 45 Day Path to Purchase DAY 41 • • • • • • • • • • • • • • ontariotravel.net niagarafallstourism.com (11 pages) viator.com kayak.com expedia.com aaa.com rodewayinn.com choicehotels.com mapquest.com frommers.com marinelandcanada.com cliftonhill.com marineland.ca secure-res.com DAY 28 • • • • • • • google.com youtube.com (11 pages) makemytrip.com (16 pages) google.com britishairways.com google.com ypmate.com DAY 27 • • • • • google.com expedia.com (18 pages) tripadvisor.com go.com go.com 20
  21. 21. Sample 45 Day Path to Purchase DAY 26 • • • • • • • • google.com garmin.com (75 pages) google.com nbcsports.com garmin.com (10 pages) google.com nbc.com nbcsports.com DAY 25 • • • • • • • • • • • • • • • google.com expedia.com (14 pages) garmin.com (10 pages) google.com expedia.com (11 pages) fling.com aaa.com google.com (13 pages) expedia.com orbitz.com hotels.com hotwire.com sheratonfourpointsniagarafalls.com guestserve.com aaa.com (Continued) DAY 22 • • • • • • • • • • • • • google.com (21 pages) expedia.ca expedia.com (24 pages) hotelsone.com oakeshotel.com tripadvisor.com fourpoints.com guestserve.com sheratonfourpointsniagarafalls.com starwoodhotels.com northshore-bank.com secureinternetbank.com patientgateway.org 21
  22. 22. Sample 45 Day Path to Purchase DAY 21 • • • • • • • • • • • • • • • • • • • • • google.com live.com easternbank.com msn.com travelconfidently.com google.com google.com (12 pages) easternbank.com facebook.com (49 pages) tripadvisor.com distancebetweencities.net travelmath.com igougo.com mapquest.com (10 pages) live.com aaa.com verizon.net tribalfusion.com msn.com squidoo.com → DAY 21 (continued) • • • • • • • • • • • • • • • • • • • • • • • → google.com (10 pages) frommers.com bing.com hotwire.com senecaniagaracasino.com kayak.com ihotelier.com hotelclub.com microsoft.com canadianhotelguide.com radisson.com expedia.com hotwire.com google.com travelmath.com radisson.com hotelclub.com hotwire.com google.com yahoo.com mapquest.com buffalonavalpark.org (Continued) DAY 20 • • • • • • • • • • • • google.com quibids.com youtube.com google.com (17 pages) mapquest.com (41 pages) frommers.com yahoo.com lonelyplanet.com yelp.com roadtripamerica.com visitniagaracanada.com (10 pages) buffalonavalpark.org 22
  23. 23. Sample 45 Day Path to Purchase DAY 18 • • • • • • • • • • • • google.com youtube.com google.com expedia.com (16 pages) google.com (11 pages) hotelclub.com (13 pages) tripadvisor.com guestserve.com sheratonfourpointsniagarafalls.com daysinnfallsviewhotel.com easytobook.com priceline.com DAY 17 • • • • mapquest.com (37 pages) google.com daysinnfallsviewhotel.com live.com (11 pages) (Continued) DAY 16 • • • • • • • • google.com timeanddate.com daysinnfallsviewhotel.com garmin.com (28 pages) startec.com garmincdn.com google.com garmin.com (43 pages) 23
  24. 24. Sample 45 Day Path to Purchase DAY 14 • • • • • google.ca facebook.com google.ca marinelandcanada.com maidofthemist.com DAY 12 • google.ca (18 pages) • casaniagara.com (Continued) DAY 10 • google.com • facebook.com (36 pages) • redbullstratos.com 24
  25. 25. Sample 45 Day Path to Purchase DAY 4 • • • • • google.com expedia.com (17 pages) jetblue.com travelocity.com (13 pages) tripadvisor.com DAY 3 • • • • • • • google.com (17 pages) expedia.com (53 pages) vacationstogo.com (15 pages) tripadvisor.com royalcaribbean.com (24 pages) tampacruiseguide.com shoreexcursionsgroup.com (Continued) DAY 2 • • • • • • • • • • • • • • • • • • • • • • • • google.com (16 pages) cheapcaribbean.com libertytravel.com orbitz.com allinclusiveexperts.com bahamas.com expedia.com (19 pages) travelpn.com breezes.com resortvacationstogo.com bookit.com youtube.com sandals.com cheapcaribbean.com beachvacationstoday.com (9 pages) paradiseislandbahama.com ihotelier.com orbitz.com libertytravel.com allinclusiveexperts.com orbitz.com google.com (28 pages) live.com (43 pages) → 25
  26. 26. Sample 45 Day Path to Purchase DAY 2 (continued) • • • • • • • • • • • • • • • • • • • • • • • • → northshore-bank.com adp.com diplomaguide.com northshore-bank.com paradiseislandriu.com riu.com Vaxvacationaccess.com orbitz.com (19 pages) paradiseislandbahama.com ihotelier.com expedia.com (11 pages) bookit.com (17 pages) livingsocial.com beaches.com yahoo.com sandals.com all-inclusiveresort.com (23 pages) familyvacationcritic.com jetblue.com (10 pages) livingsocial.com cheapcaribbean.com orbitz.com expedia.com DAY 1 • • • • • • • • • • • • • • • • • • • • • • google.com live.com msn.com (11 pages) google.com calculator-converter.com escapeartist.com metricamerica.com facebook.com (31 pages) google.com walgreens.com (20 pages) live.com (33 pages) msn.com facebook.com (43 pages) google.com (20 pages) youtube.com (15 pages) grandvelas.com verizon.net cancuncasa.com cancun.travel live.com dolphindiscovery.com tripadvisor.com (Continued) SAME DAY • • • • • • • • • • • • • • • • • • • • • • • • • • • google.com nassauparadiseisland.com sheraton.com sheratonnassau.com cheapcaribbean.com (27 pages) yahoo.com live.com cancun.travel rivieramaya.com live.com (12 pages) cheapcaribbean.com (13 pages) google.com (12 pages) tripadvisor.com msn.com vrxstudios.com rivieramaya.com yahoo.com scubaplaya.com expedia.com cheapcaribbean.com (29 pages) google.com tripadvisor.com yahoo.com expedia.com (14 pages) yahoo.com google.com (19 pages) expedia.com (106 pages, then booked a Cancun Pkg) 26

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