© Copyright 2013 Daniel J Edelman Inc. Intelligent Engagement 1
TripBarometer by TripAdvisor
The World’s Largest
Accommoda...
© Copyright 2013 Daniel J Edelman Inc. Intelligent Engagement 2
The Global Travel Economy
The global traveller in 2013 will be doing the majority of their travelling within
their home market, although this trend ...
© Copyright 2013 Daniel J Edelman Inc.4 Intelligent Engagement 4
Q19 Base: All Respondents
Only 1 in 3 global travellers i...
© Copyright 2013 Daniel J Edelman Inc.5 Intelligent Engagement 5
Q16b Base: All Respondents
Four in ten travellers are pla...
© Copyright 2013 Daniel J Edelman Inc.6 Intelligent Engagement 6
Africa, South America and Central America are
most likely...
© Copyright 2013 Daniel J Edelman Inc.7 Intelligent Engagement 7
• Those regions influenced by emerging markets are most l...
© Copyright 2013 Daniel J Edelman Inc.8 Intelligent Engagement 8
42%
29% 27%
18% 16% 14%
10%
6% 3% 3%
16% 15%
t to discove...
© Copyright 2013 Daniel J Edelman Inc.9 Intelligent Engagement 9
Q14 Base: All Respondents
Many markets, especially those ...
© Copyright 2013 Daniel J Edelman Inc.10 Intelligent Engagement 10
Q14 Base: All Respondents
South and Central America – P...
© Copyright 2013 Daniel J Edelman Inc.11 Intelligent Engagement 11
Q14 Base: All Respondents
North America – Plans to use ...
© Copyright 2013 Daniel J Edelman Inc.12 Intelligent Engagement 12
Q14 Base: All Respondents
Asia – Plans to use credit
17...
© Copyright 2013 Daniel J Edelman Inc.13 Intelligent Engagement 13
Q14 Base: All Respondents
Europe – Plans to use credit
...
© Copyright 2013 Daniel J Edelman Inc.14 Intelligent Engagement 14
Q14 Base: All Respondents
Australasia – Plans to use cr...
© Copyright 2013 Daniel J Edelman Inc.15 Intelligent Engagement 15
Q14 Base: All Respondents
Middle East and Africa – Plan...
© Copyright 2013 Daniel J Edelman Inc.16 Intelligent Engagement 16
Q17 Base: Those who plan to spend more
Holidays represe...
© Copyright 2013 Daniel J Edelman Inc.17 Intelligent Engagement 17
Q33 Base: All Respondents
The good, the bad, and the ug...
© Copyright 2013 Daniel J Edelman Inc.18 Intelligent Engagement 18
Q28 Base: All respondents
Overall, accommodation busine...
© Copyright 2013 Daniel J Edelman Inc.19 Intelligent Engagement 19
Q25 Base: All respondents
0%
4%
52%
38%
2%0% 2%
42%
49%...
© Copyright 2013 Daniel J Edelman Inc.20 Intelligent Engagement 20
Increased confidence is driving investment in
business
...
© Copyright 2013 Daniel J Edelman Inc.21 Intelligent Engagement 21
Over time, travellers plan to visit long-haul and
inter...
© Copyright 2013 Daniel J Edelman Inc.22 Intelligent Engagement 22
• Consumers are staying close to home when taking a hol...
© Copyright 2013 Daniel J Edelman Inc.23 Intelligent Engagement 23
Total
Region
Africa Asia Australasia Europe
Middle
East...
© Copyright 2013 Daniel J Edelman Inc.24 Intelligent Engagement 24
Total
Region
Africa Asia Australasia Europe
Middle
East...
© Copyright 2013 Daniel J Edelman Inc.25 Intelligent Engagement 25
Total
Region
Africa Asia Australasia Europe
Middle
East...
© Copyright 2013 Daniel J Edelman Inc.26 Intelligent Engagement 26
38%
30%
23% 23%
20%
16% 14% 13%
10% 9% 9% 9% 8%
2%
Expl...
© Copyright 2013 Daniel J Edelman Inc.27 Intelligent Engagement 27
…with Europe being seen as the ultimate
dream destinati...
© Copyright 2013 Daniel J Edelman Inc.28 Intelligent Engagement 28
Current travel
Current travel
© Copyright 2013 Daniel J Edelman Inc.29 Intelligent Engagement 29
Future travel
In 2 years’ time
© Copyright 2013 Daniel J Edelman Inc.30 Intelligent Engagement 30
The dream
Dream holiday
© Copyright 2013 Daniel J Edelman Inc.31 Intelligent Engagement 31
Reality vs. the dream
Current travel
Dream holiday
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TripBarometer September 2013 - The global traveller economy

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TripAdvisor's second biannual TripBarometer report presents key trends and insights into the global travel economy. The survey is based on findings from over 30,000 traveler and accommodation business owner respondents from all over the world.

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  • Driven by…AfricaAsiaNorth America South America
  • Europe – Culture/ escaping the weather/ getting a suntanMiddle East – always dreamt of going/ forgetting about life at homeAustralia – visiting family
  • TripBarometer September 2013 - The global traveller economy

    1. 1. © Copyright 2013 Daniel J Edelman Inc. Intelligent Engagement 1 TripBarometer by TripAdvisor The World’s Largest Accommodation & Traveller Survey Key Findings – September 2013
    2. 2. © Copyright 2013 Daniel J Edelman Inc. Intelligent Engagement 2 The Global Travel Economy
    3. 3. The global traveller in 2013 will be doing the majority of their travelling within their home market, although this trend is due to change in the coming years As travellers look to the future, their plans for holidays are becoming more expansive with an increased willingness to travel further afield This trend is supported by increasing confidence in the economy and an admission that they will be taking more holidays and are willing to make sacrifices in other areas to help make travel possible Accommodation businesses must be aware of this increasing trend – many already are, with a significant number planning to increase room rates in 2014 to response to increased demand and to stay in line with their competitors Globally, accommodation businesses are feeling more optimistic about their future profitability and this increased confidence is driving investment in their businesses 85% are planning to travel in their home market this year Travel economy trends for the next two years 1 in 3 feel optimistic about the global economy
    4. 4. © Copyright 2013 Daniel J Edelman Inc.4 Intelligent Engagement 4 Q19 Base: All Respondents Only 1 in 3 global travellers is optimistic about the economy 4% 23% 41% 25% 7% Very pessimistic Quite pessimistic Neither optimistic nor pessimistic Quite optimistic Very optimistic NET Optimistic: 32%NET Pessimistic: 27% Neither Nor Optimistic Pessimistic • Central/ South America • Asia • Australasia • Middle East • N. America • Africa • Europe Regional Sentiment:
    5. 5. © Copyright 2013 Daniel J Edelman Inc.5 Intelligent Engagement 5 Q16b Base: All Respondents Four in ten travellers are planning to increase their travel budget in 2014 NET Less: 22% NET More: 39% • 20% increase in the number of shorter holidays • 11% increase in the number of longer holidays In 2014, travellers are also planning to take more holidays 3% 5% 7% 8% 39% 20% 11% 4% 2% 3% 76% to 100% less51% to 75% less26% to 50% less1% to 25% lessStay the same1% to 25% more26% to 50% more51% to 75% more76% to 100% moreMore than 100% more NB: Results have been rebased excluding ‘don't know’ responses
    6. 6. © Copyright 2013 Daniel J Edelman Inc.6 Intelligent Engagement 6 Africa, South America and Central America are most likely to spend more on travel in 2014 59% 48% 47% 46% 42% 38% 36% 35% 39% 21% 22% 24% 27% 22% 28% 20% 22% 22% Africa South America Central America Middle East Asia Australasia Europe North America Global NET Increase Budget NET Decrease Budget Q16b Base: All Respondents NB: Results have been rebased excluding ‘don't know’ responses
    7. 7. © Copyright 2013 Daniel J Edelman Inc.7 Intelligent Engagement 7 • Those regions influenced by emerging markets are most likely to have increasing levels of confidence (Asia, Central and South America) and, as a result, be willing to increase their holiday. • However, being positive about the economy is not the only indicator to willingness to spend and travel. • Europe is the most pessimistic region regarding the economy but this does not mean Europeans will be spending less on their travels in the future, due to two key factors: Despite lower levels of economic confidence, Europeans will not reduce their travel plans in the future 15% 18% I would never spend less on holidays, they are too important Total Europe 27% 22% The global economy Q17 Base: Those who plan to spend more Q18 Base: All Respondents
    8. 8. © Copyright 2013 Daniel J Edelman Inc.8 Intelligent Engagement 8 42% 29% 27% 18% 16% 14% 10% 6% 3% 3% 16% 15% t to discover my own countryVisit family It's cheaperI've always gone on holiday in my own countryI save time travellingI don't lose a day or several days travellingIt's easier with the childrenNo jetlag I don't like flyingI have no interest in travelling abroadOther Not applicable • Central and South Americans are the most likely to say that they want to explore their own country (52% and 45% respectively), while North American and Middle Eastern travellers are the most likely to think that travelling in their home market is cheaper (37% and 36% respectively vs. 27% overall) Having the opportunity to discover their own country is the main reason behind local travel
    9. 9. © Copyright 2013 Daniel J Edelman Inc.9 Intelligent Engagement 9 Q14 Base: All Respondents Many markets, especially those which are emerging, are willing to use credit to pay for holidays 14% 17% 13% 16% 17% 14% 13% 6% 8% 30% 45% 47% 41% 30% 30% 27% 29% 16% 53% 32% 37% 40% 50% 43% 57% 63% 72% Global South America Central America Asia North America Middle East Australasia Africa Europe No, I will not or did not use credit to pay for the holiday Yes, I will pay or paid for part of it on credit Yes, I will pay or paid for it all on credit
    10. 10. © Copyright 2013 Daniel J Edelman Inc.10 Intelligent Engagement 10 Q14 Base: All Respondents South and Central America – Plans to use credit 10% 18% 13% 51% 44% 47% 33% 32% 37% Argentina Brazil Mexico No, I will not or did not use credit to pay for the holiday Yes, I will pay or paid for part of it on credit Yes, I will pay or paid for it all on credit
    11. 11. © Copyright 2013 Daniel J Edelman Inc.11 Intelligent Engagement 11 Q14 Base: All Respondents North America – Plans to use credit 26% 16% 27% 30% 42% 51% Canada US No, I will not or did not use credit to pay for the holiday Yes, I will pay or paid for part of it on credit Yes, I will pay or paid for it all on credit
    12. 12. © Copyright 2013 Daniel J Edelman Inc.12 Intelligent Engagement 12 Q14 Base: All Respondents Asia – Plans to use credit 17% 11% 19% 17% 8% 29% 40% 51% 28% 42% 51% 47% 28% 54% 49% India Indonesia Japan Malaysia Thailand No, I will not or did not use credit to pay for the holiday Yes, I will pay or paid for part of it on credit Yes, I will pay or paid for it all on credit
    13. 13. © Copyright 2013 Daniel J Edelman Inc.13 Intelligent Engagement 13 Q14 Base: All Respondents Europe – Plans to use credit 2% 8% 2% 15% 4% 1% 23% 4% 11% 17% 12% 31% 6% 3% 24% 16% 84% 73% 79% 48% 85% 94% 51% 78% Russia UK Spain Germany Italy France Turkey Greece No, I will not or did not use credit to pay for the holiday Yes, I will pay or paid for part of it on credit Yes, I will pay or paid for it all on credit
    14. 14. © Copyright 2013 Daniel J Edelman Inc.14 Intelligent Engagement 14 Q14 Base: All Respondents Australasia – Plans to use credit 13% 12% 27% 29% 58% 55% Australia New Zealand No, I will not or did not use credit to pay for the holiday Yes, I will pay or paid for part of it on credit Yes, I will pay or paid for it all on credit
    15. 15. © Copyright 2013 Daniel J Edelman Inc.15 Intelligent Engagement 15 Q14 Base: All Respondents Middle East and Africa – Plans to use credit 14% 6% 30% 29% 43% 63% Egypt South Africa No, I will not or did not use credit to pay for the holiday Yes, I will pay or paid for part of it on credit
    16. 16. © Copyright 2013 Daniel J Edelman Inc.16 Intelligent Engagement 16 Q17 Base: Those who plan to spend more Holidays represent a reward for people and this is something they are willing to make sacrifices for…. 35% 28% 26% 24% 15% 25% 2% aving up for something special this yearI think I deserve to spend more on myselfMy family deserve itI am more confident about the economyI would never spend less on holidays, they are too importantOther Don't know • European and Asian travellers believe holidays are too important to spend less on • South and Central Americans have been saving up • Asian and Middle Eastern travellers believe they and their family deserve it
    17. 17. © Copyright 2013 Daniel J Edelman Inc.17 Intelligent Engagement 17 Q33 Base: All Respondents The good, the bad, and the ugly side of holiday sacrifice 51% 43% 40% 38% 31% 28% 22% 19% 16% 13% 7% 7% 5% 12% Travel takes priority over other family commitments Net: 10%
    18. 18. © Copyright 2013 Daniel J Edelman Inc.18 Intelligent Engagement 18 Q28 Base: All respondents Overall, accommodation businesses are optimistic about their profitability in 2014 68% 79% 74% 74% 72% 72% 70% 67% 56% 9% 6% 6% 6% 8% 7% 8% 9% 14% Total Central America Asia North America Middle East South America Africa Australasia Europe NET Optimistic NET Pessimistic
    19. 19. © Copyright 2013 Daniel J Edelman Inc.19 Intelligent Engagement 19 Q25 Base: All respondents 0% 4% 52% 38% 2%0% 2% 42% 49% 2% Decrease a lot Decrease a little Remain the same Increase a little Increase a lot 2012 2013Key reasons identified by business owners for increasing room rates were: 1. Paying for increased overheads 2. Increased demand 3. Staying in line with competition Supporting the suggestion that the cost increase is a trend seen across the board in response to the increasing numbers of trips which travellers are taking Hoteliers’ increased optimism is reflected by a significant number of owners increasing room rates in 2014
    20. 20. © Copyright 2013 Daniel J Edelman Inc.20 Intelligent Engagement 20 Increased confidence is driving investment in business Q24 Base: All respondents 4% 6% 11% 13% 13% 14% 17% 16% 16% 26% 34% 34% 48% 52% 26% 38% 36% 44% 5% 4% 6% 1% 5% 3% 3% 3% 8% 2% 4% 2% Staff hiring Back office (IT, accounting, etc.) Large scale renovations (e.g. new building, remodeling) Staff training Small scale renovations (e.g. refurbishments, redecorations) Marketing or advertising Much more Somewhat more About the same Somewhat less Much less
    21. 21. © Copyright 2013 Daniel J Edelman Inc.21 Intelligent Engagement 21 Over time, travellers plan to visit long-haul and inter-regional destinations • In the short term, consumers choose their home market and region as the preferred destination. However, when looking at future trends in 2 years’ time, international destinations are being considered as an appealing alternative to their local markets* • Europe will still be perceived as the preferred destination, not only by Europeans but also by their international peers • Middle Eastern, South American and European travellers are the most likely to say that they will travel to Europe in 2 years’ time (42%, 41% and 40% respectively) 33% 27% 20% 8% 6% 5% 4% 4% 32% 24% 18% 8% 7% 7% 5% 4% 33% 23% 19% 8% 8% 8% 9% 7% NET: Europe NET: North America NET: Asia NET: South America NET: Central America NET: Middle East NET: Australasia NET: Africa 6 months 12 months 2 years *See following slides for full breakdown
    22. 22. © Copyright 2013 Daniel J Edelman Inc.22 Intelligent Engagement 22 • Consumers are staying close to home when taking a holiday, with local destinations being chosen by the majority: Local travel prevails in the current climate Total Region Africa Asia Australasia Europe Middle East North America Central America South America NET: Africa 4% 87% 3% 2% 7% 4% 2% 1% 2% NET: Asia 29% 10% 92% 46% 13% 8% 8% 4% 3% NET: Australasia 5% 5% 8% 77% 2% 1% 4% 0 2% NET: Central America 10% 1% 1% 2% 4% 1% 20% 75% 6% NET: Europe 44% 19% 21% 19% 91% 19% 24% 16% 25% NET: Middle East 8% 8% 8% 5% 10% 83% 4% 0 3% NET: North America 37% 8% 19% 14% 13% 4% 83% 50% 25% NET: South America 11% 2% 1% 2% 2% 1% 3% 10% 86% • Australasians and Central Americans are more likely to consider more distant destinations, although remain relatively close to their country, ie Asia and North America respectively • Aside from receiving a large number of domestic visitors, Europe and North America stand out as the preferred destinations for international travel
    23. 23. © Copyright 2013 Daniel J Edelman Inc.23 Intelligent Engagement 23 Total Region Africa Asia Australasia Europe Middle East North America Central America South America NET: Africa 4% 58% 3% 2% 5% 9% 2% 2% 3% NET: Asia 20% 7% 65% 25% 8% 13% 5% 3% 3% NET: Australasia 4% 3% 6% 53% 1% 6% 2% 1% 2% NET: Central America 6% 1% 1% 1% 3% 4% 10% 49% 5% NET: Europe 33% 10% 15% 14% 71% 35% 15% 12% 18% NET: Middle East 5% 5% 7% 3% 5% 59% 1% 2% 4% NET: North America 27% 4% 10% 10% 9% 9% 64% 39% 16% NET: South America 8% 2% 2% 2% 2% 7% 2% 9% 66% In 6 months
    24. 24. © Copyright 2013 Daniel J Edelman Inc.24 Intelligent Engagement 24 Total Region Africa Asia Australasia Europe Middle East North America Central America South America NET: Africa 4% 40% 4% 2% 6% 13% 3% 2% 4% NET: Asia 18% 10% 49% 27% 11% 19% 5% 5% 6% NET: Australasia 5% 5% 8% 36% 2% 5% 3% 2% 4% NET: Central America 7% 1% 2% 2% 4% 6% 11% 28% 8% NET: Europe 31% 21% 20% 18% 55% 38% 18% 23% 27% NET: Middle East 7% 7% 8% 3% 8% 47% 2% 4% 7% NET: North America 24% 6% 14% 10% 13% 13% 46% 32% 23% NET: South America 8% 6% 4% 4% 3% 9% 4% 17% 42% In 12 months
    25. 25. © Copyright 2013 Daniel J Edelman Inc.25 Intelligent Engagement 25 Total Region Africa Asia Australasia Europe Middle East North America Central America South America NET: Africa 7% 26% 7% 5% 8% 13% 5% 6% 8% NET: Asia 19% 13% 36% 22% 17% 26% 9% 13% 13% NET: Austalasia 9% 10% 12% 27% 9% 15% 7% 5% 8% NET: Central America 8% 3% 4% 3% 7% 9% 9% 22% 11% NET: Europe 33% 29% 27% 27% 40% 42% 28% 37% 41% NET: Middle East 9% 11% 11% 5% 8% 44% 4% 10% 11% NET: North America 23% 17% 17% 17% 19% 16% 34% 20% 23% NET: South America 9% 7% 7% 5% 7% 9% 6% 12% 25% In 2 years
    26. 26. © Copyright 2013 Daniel J Edelman Inc.26 Intelligent Engagement 26 38% 30% 23% 23% 20% 16% 14% 13% 10% 9% 9% 9% 8% 2% Explore another cultureExperience something specific to that placeI've always dreamt of going thereLooks fun Explore new foodTo forget about my life at homeTo escape the weather at homeVisit familyRecommendation from friends and familyIt's cheaper To get a sun tan Got a great dealI will be on business and have added the holiday onIn order to show off to others An interest in exploring the unknown drives international travel, as the further the travel, the bigger the dream… • Europeans are most likely to be motivated by escaping the weather, getting a sun tan and experiencing another culture • Travellers from the Middle East are looking to escape their life at home when they travel • However, exploring the unknown also explains the motivation behind 42% of individuals travelling within their own country
    27. 27. © Copyright 2013 Daniel J Edelman Inc.27 Intelligent Engagement 27 …with Europe being seen as the ultimate dream destination 27% 15% 13% 13% 5% 4% 4% 3% NET: Europe NET: Asia NET: Australasia NET: North America NET: Middle East NET: Africa NET: South America NET: Central America • Central Americans are the most likely to say that their dream destination is in Europe (40%). Only Asian and Middle Eastern travellers perceive their own regions as the ideal destination (27% and 40% respectively) • Half would like to travel with their partner (51%) and a third with their family. Interestingly, 1 in 10 Asians would travel alone and a further 19% would go on holidays with their parents. • 14% would ideally travel in September, rising to 16% among Europeans and to 17% among North Americans
    28. 28. © Copyright 2013 Daniel J Edelman Inc.28 Intelligent Engagement 28 Current travel Current travel
    29. 29. © Copyright 2013 Daniel J Edelman Inc.29 Intelligent Engagement 29 Future travel In 2 years’ time
    30. 30. © Copyright 2013 Daniel J Edelman Inc.30 Intelligent Engagement 30 The dream Dream holiday
    31. 31. © Copyright 2013 Daniel J Edelman Inc.31 Intelligent Engagement 31 Reality vs. the dream Current travel Dream holiday

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