1www.travelzoo.com
APPEALING TO THE EUROPEAN TRAVELLER
RICHARD SINGER
2www.travelzoo.com 2
+ Arabian Travel Market survey findings
+ European travel trends
+ Information sources and the impact...
3www.travelzoo.com
27 million subscribers worldwide
6.9 million European subscribers
1.6 million global Facebook likes
Ove...
4www.travelzoo.com 4
Tailored solutions
Our cohesive mix of advertising
solutions stimulates and captures
demand through e...
5www.travelzoo.com 5
WE TARGET EVERY GEOGRAPHIC LEVEL
LOCAL
Local Deals
DRIVE MARKET
Travelzoo Getaways & NewsflashTM
COUN...
6www.travelzoo.com
ARABIAN TRAVEL SURVEY
Source: Travelzoo EU Survey April 2014; Surveys administered by Travelzoo Sales O...
7www.travelzoo.com
HOW MANY HAVE BEEN TO THE REGION FOR A HOLIDAY
OR BREAK?
38%
45%
30% 31%
63%
55%
70% 71%
0%
10%
20%
30%...
8www.travelzoo.com
0%
10%
20%
30%
40%
50%
60%
ES
THIS IS WHERE THEY HAVE BEEN
0%
10%
20%
30%
40%
50%
60%
70%
UK
0%
5%
10%
...
9www.travelzoo.com
FOR THE PEOPLE WHO HAVE BEEN THIS IS HOW THEY
DESCRIBE DUBAI
10www.travelzoo.com
AND THE PEOPLE WHO HAVEN’T BEEN
11www.travelzoo.com
70%
78%
64%
83%
30%
22%
36%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
UK DE FR ES
Yes
No
THE GOOD NEW...
12www.travelzoo.com
70%
30%
UK
Yes No
70%
30%
DE
Yes No
66%
34%
FR
Yes No
83%
17%
ES
Yes No
AND THEY WOULD RECOMMEND IT TO...
13www.travelzoo.com
31%
42%
54%
35%
69%
58%
46%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
UK DE FR ES
Yes
No
BUT FOR THOSE TH...
14www.travelzoo.com
AND THESE ARE THE REASONS WHY…
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cultural
differences
Language barrie...
15www.travelzoo.com
WHERE WOULD YOU CONSIDER GOING TO IN THE
FUTURE?
0%
10%
20%
30%
40%
50%
60%
70%
Abu Dhabi Bahrain Duba...
16www.travelzoo.com
72%
28%
UK
Yes No
61%
39%
DE
Yes No
66%
34%
FR
Yes No
33%
67%
ES
Yes No
DO YOU CONSIDER DUBAI TO BE A ...
17www.travelzoo.com
GREAT COVERAGE IN THE UK
18www.travelzoo.com
WHAT DO CONSUMERS WANT/EXPECT FROM A HOLIDAY
IN THE REGION?
5%
12%
19%
19%
22%
25%
54%
54%
3%
13%
24%
...
19www.travelzoo.com
WHAT IS THEIR TOP WINTER SUN HOLIDAY
DESTINATION?
8%
15%
12%
16%
48%
13%
10%
14%
12%
52%
14%
15%
28%
1...
20www.travelzoo.com
BROADER MESSAGING AND DEEPER CONTENT
20
21www.travelzoo.com
WORD OF MOUTH AND TESTIMONIALS WORK
21
22www.travelzoo.com
THE EUROPEAN TRAVELLER
23www.travelzoo.com
TRAVEL BEHAVIOR IN SPRING AND SUMMER 2014
+ Germany and the UK lead the recovery in Europe
+ Last year...
24www.travelzoo.com
FAMILY TRAVEL IS IMPORTANT AND GROWING FOR
THE UK MARKET
0
10
20
30
40
50
60
70
DE UK DE UK DE UK DE U...
25www.travelzoo.com
0 10 20 30 40 50 60
Special event such as a concert
Proximity
Other
Fit with travel dates
Recommendati...
26www.travelzoo.com
…SO DO THE BRITISH BUT THERE ARE OTHER
CONSIDERATIONS
0 10 20 30 40 50 60
Proximity
Special event, suc...
27www.travelzoo.com
INFORMATION SOURCES AND THE IMPACT OF MOBILE
28www.travelzoo.com
58%
37%
5%
UK
63%
33%
4%
DE
57%
40%
3%
FR
54%
43%
3%
ES
HOW WOULD EUROPEAN TRAVELLERS PREFER TO
BOOK T...
29www.travelzoo.com
GERMAN TRAVELLERS HAVE A HIGH DEPENDENCY
ON PRINT RECOMMENDATIONS AND ADVICE
30www.travelzoo.com
WHICH SOURCES DO UK TRAVELLERS TURN TO?
45%
60%
37%
31%
11% 10%
7% 6%
0%
20%
40%
60%
80%
100%
Tripadvi...
31www.travelzoo.com
OVER 50% OF UK CONSUMERS USE REVIEWS
DURING THE SELECTION AND BOOKING PROCESS
32www.travelzoo.com
* Goldman Sachs
Tablets will play an increasingly important role as worldwide
consumer spending via mo...
33www.travelzoo.com
57%
17%
2%
16%
4%
4%
Desktop
www tablet
www mobile
Mobile web
iPhone app
Android app
Travelzoo Europe
...
34www.travelzoo.com
0
200
400
600
800
1000
1200
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2011 2012 2013 2014
Thousands
45%
o...
35www.travelzoo.com
2011 2012 2013 2014 2015
France 3% 7% 10% 14% 18%
Germany 2% 6% 9% 13% 18%
Italy 1% 4% 9% 14% 20%
Scan...
36www.travelzoo.com
Only 24 of the top 50 UK travel
companies have a mobile
optimized website
Only 26 of top 50 UK travel ...
37www.travelzoo.com 37
THIS IS HOW IT LOOKS TO THE CONSUMER
38www.travelzoo.com
OWN THE END TO END BOOKING PROCESS
39www.travelzoo.com
IN DESTINATION MARKETING
40www.travelzoo.com
CLEAR TRENDS OF SMARTPHONE USAGE
Hotels Restaurants
‘41% of UK travellers research local activities
su...
41www.travelzoo.com
CHANNEL SELECTION AND CASE STUDIES
42www.travelzoo.com
1. I know which hotel and place I want
2. I know where I want to go but not where I want to stay
3. I ...
43www.travelzoo.com
The states of leisure consumer
THE FLEXIBLE EUROPEAN TRAVELLER
Search, Metasearch, OTA, GDS, etc.)
Cre...
44www.travelzoo.com
The states of leisure consumer
THE FLEXIBLE EUROPEAN TRAVELLER
WORLDLY
50%
are inspired by Travelzoo
d...
45www.travelzoo.com 45
A luxury Dubai trip sold over 400 room nights
THE CAMPAIGN
+ £639 for a three night package at
Atla...
46www.travelzoo.com
CASE STUDY
46
47www.travelzoo.com 47
A £699 Dubai cruise generated over 100 passengers
THE CAMPAIGN
+ £699 for a seven night cruise to D...
48www.travelzoo.com
THE CAMPAIGN
+ 799 € five night package in new 5-star
hotel Ajman Saray with sea view room,
half board...
49www.travelzoo.com
CASE STUDY
OBJECTIVES
+ Brand Abu Dhabi as leading leisure
travel destination
+ Stimulate visits to th...
50www.travelzoo.com
• European travel is on a recovery, especially in the UK and Germany
• There is a growing propensity w...
51www.travelzoo.com
Richard Singer
Managing Director, Europe
rsinger@travelzoo.com
51www.travelzoo.co.uk
Visit our trade m...
Upcoming SlideShare
Loading in...5
×

Attracting the European Market by Richard Singer - Arabian Travel Market 2014

272

Published on

Attracting the European Market by Richard Singer - Arabian Travel Market 2014

Published in: Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
272
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Attracting the European Market by Richard Singer - Arabian Travel Market 2014"

  1. 1. 1www.travelzoo.com APPEALING TO THE EUROPEAN TRAVELLER RICHARD SINGER
  2. 2. 2www.travelzoo.com 2 + Arabian Travel Market survey findings + European travel trends + Information sources and the impact of mobile + Channel selection and case studies AGENDA
  3. 3. 3www.travelzoo.com 27 million subscribers worldwide 6.9 million European subscribers 1.6 million global Facebook likes Over 3m app downloads 108 million unique visitors worldwide TRAVELZOO A leading publisher of travel, entertainment and local deals. Website statistics About Travelzoo Social and mobileAudience 25 offices in 11 countries and 3 continents NASDAQ listed: TZOO Founded in 1998
  4. 4. 4www.travelzoo.com 4 Tailored solutions Our cohesive mix of advertising solutions stimulates and captures demand through email, search and online channels A quality audience We deliver an affluent and enthusiastic audience who respond to deals with incremental purchases A trusted process We spend 1000+ hours each week researching, checking and validating deals to ensure reliable content for our subscribers and the best ROI for our advertisers THE TRAVELZOO PROCESS
  5. 5. 5www.travelzoo.com 5 WE TARGET EVERY GEOGRAPHIC LEVEL LOCAL Local Deals DRIVE MARKET Travelzoo Getaways & NewsflashTM COUNTRY WIDE Top 20® & NewsflashTM GLOBAL Top 20® & NewsflashTM 27 million subscribers worldwide
  6. 6. 6www.travelzoo.com ARABIAN TRAVEL SURVEY Source: Travelzoo EU Survey April 2014; Surveys administered by Travelzoo Sales Operations department using Question Pro survey tool. Sample picked at random. No incentives, n=3,440
  7. 7. 7www.travelzoo.com HOW MANY HAVE BEEN TO THE REGION FOR A HOLIDAY OR BREAK? 38% 45% 30% 31% 63% 55% 70% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80% UK DE FR ES Yes No
  8. 8. 8www.travelzoo.com 0% 10% 20% 30% 40% 50% 60% ES THIS IS WHERE THEY HAVE BEEN 0% 10% 20% 30% 40% 50% 60% 70% UK 0% 5% 10% 15% 20% 25% 30% 35% DE 0% 10% 20% 30% 40% 50% 60% 70% FR
  9. 9. 9www.travelzoo.com FOR THE PEOPLE WHO HAVE BEEN THIS IS HOW THEY DESCRIBE DUBAI
  10. 10. 10www.travelzoo.com AND THE PEOPLE WHO HAVEN’T BEEN
  11. 11. 11www.travelzoo.com 70% 78% 64% 83% 30% 22% 36% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% UK DE FR ES Yes No THE GOOD NEWS, MANY WILL RETURN TO THE REGION AGAIN
  12. 12. 12www.travelzoo.com 70% 30% UK Yes No 70% 30% DE Yes No 66% 34% FR Yes No 83% 17% ES Yes No AND THEY WOULD RECOMMEND IT TO FAMILY AND FRIENDS
  13. 13. 13www.travelzoo.com 31% 42% 54% 35% 69% 58% 46% 65% 0% 10% 20% 30% 40% 50% 60% 70% 80% UK DE FR ES Yes No BUT FOR THOSE THAT HAVEN’T BEEN, THEY WILL TAKE SOME CONVINCING
  14. 14. 14www.travelzoo.com AND THESE ARE THE REASONS WHY… 0% 10% 20% 30% 40% 50% 60% 70% 80% Cultural differences Language barrier Climate Safety Unsure what it has to offer Too expensive Lack of appeal UK DE FR ES
  15. 15. 15www.travelzoo.com WHERE WOULD YOU CONSIDER GOING TO IN THE FUTURE? 0% 10% 20% 30% 40% 50% 60% 70% Abu Dhabi Bahrain Dubai Egypt Israel Jordan Lebanon Oman Qatar UK DE FR ES
  16. 16. 16www.travelzoo.com 72% 28% UK Yes No 61% 39% DE Yes No 66% 34% FR Yes No 33% 67% ES Yes No DO YOU CONSIDER DUBAI TO BE A FAMILY-FRIENDLY DESTINATION?
  17. 17. 17www.travelzoo.com GREAT COVERAGE IN THE UK
  18. 18. 18www.travelzoo.com WHAT DO CONSUMERS WANT/EXPECT FROM A HOLIDAY IN THE REGION? 5% 12% 19% 19% 22% 25% 54% 54% 3% 13% 24% 42% 34% 18% 63% 75% 7.17% 7.17% 7.17% 29.32% 14.66% 14.66% 28.99% 58.31% 2.97% 8.05% 7.63% 22.46% 9.32% 11.44% 16.53% 49.58% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sporting events (ie. Grand Prix/World Cup) Water-sports ie diving in the Red Sea A shopping experience Desert safari A city break A twin-centre break using a Middle-Eastern destination as a stopover A sun, sea and sand experience A cultural experience (ie. visiting historic sites) ES FR DE UK
  19. 19. 19www.travelzoo.com WHAT IS THEIR TOP WINTER SUN HOLIDAY DESTINATION? 8% 15% 12% 16% 48% 13% 10% 14% 12% 52% 14% 15% 28% 15% 29% 16% 16% 13% 12% 42% 0% 10% 20% 30% 40% 50% 60% Arabian Peninsula North Africa Other The Balearic Islands The Canary Islands ES FR DE UK
  20. 20. 20www.travelzoo.com BROADER MESSAGING AND DEEPER CONTENT 20
  21. 21. 21www.travelzoo.com WORD OF MOUTH AND TESTIMONIALS WORK 21
  22. 22. 22www.travelzoo.com THE EUROPEAN TRAVELLER
  23. 23. 23www.travelzoo.com TRAVEL BEHAVIOR IN SPRING AND SUMMER 2014 + Germany and the UK lead the recovery in Europe + Last year the percentage of adults who took a holiday grew to well over 70%, up 4% YoY + Spend increased considerably in 2013 with the average rising to €3,000 + German travellers are holidaying for longer with 47% over 1 week compared to 39% in the UK + The UK are the most frequent travellers (3.5 trips) + France, Spain and Italy lag well behind the UK and Germany. Frequency is in decline YoY and average spend at €2,400 + International vacations for German and UK travellers is growing significantly. Germany grew from 14% to 17% and UK from 15% to 17% + The majority of German vacations are packages CONSUMER TRENDS
  24. 24. 24www.travelzoo.com FAMILY TRAVEL IS IMPORTANT AND GROWING FOR THE UK MARKET 0 10 20 30 40 50 60 70 DE UK DE UK DE UK DE UK DE UK DE UK Travel with one adult or another as a couple Travel by yourself Travel with family including children (<18 years old) Travel with friends or a group of people Travel with adult family (no children) Travel as part of an organised group/tour 2011 2012 2013
  25. 25. 25www.travelzoo.com 0 10 20 30 40 50 60 Special event such as a concert Proximity Other Fit with travel dates Recommendation by friends/family Affordability of dining/shopping Price of airline ticket Available activities (e.g. snorkelling, swimming, gaming) Appeal of hotel/lodging amenities Cultural attractions (e.g. museums, historical landmarks) Price of hotel/lodging Prior experience (enjoyed a previous trip there) Climate GERMAN TRAVELLERS LIKE IT HOT… Key factors when selecting an international destination
  26. 26. 26www.travelzoo.com …SO DO THE BRITISH BUT THERE ARE OTHER CONSIDERATIONS 0 10 20 30 40 50 60 Proximity Special event, such as concert or sporting event Other Affordability of dining and shopping Appeal of hotel/ lodging amenities Fit with travel dates Recommendation by friends/family Available activities (e.g., snorkeling,skiiing, gaming) Price hotel/lodging Price of airline ticket Cultural attractions (e.g., museums, historical landmarks) Prior experience (enjoyed a previous trip there) Climate Key factors when selecting an international destination
  27. 27. 27www.travelzoo.com INFORMATION SOURCES AND THE IMPACT OF MOBILE
  28. 28. 28www.travelzoo.com 58% 37% 5% UK 63% 33% 4% DE 57% 40% 3% FR 54% 43% 3% ES HOW WOULD EUROPEAN TRAVELLERS PREFER TO BOOK THEIR TRAVEL TO A MIDDLE EAST DESTINATION? I would book via a travel agent or tour operator I would self-package i.e. book my own flight and own hotel Other
  29. 29. 29www.travelzoo.com GERMAN TRAVELLERS HAVE A HIGH DEPENDENCY ON PRINT RECOMMENDATIONS AND ADVICE
  30. 30. 30www.travelzoo.com WHICH SOURCES DO UK TRAVELLERS TURN TO? 45% 60% 37% 31% 11% 10% 7% 6% 0% 20% 40% 60% 80% 100% Tripadvisor Family/friends Online travel agents Guide books Traditional media Listings and entertainment guides Other Social media
  31. 31. 31www.travelzoo.com OVER 50% OF UK CONSUMERS USE REVIEWS DURING THE SELECTION AND BOOKING PROCESS
  32. 32. 32www.travelzoo.com * Goldman Sachs Tablets will play an increasingly important role as worldwide consumer spending via mobile jumps from $204 billion in 2014 to $626 billion in 2018, according to Goldman Sachs. 535 million consumers across the globe will make a purchase via mobile this year, the firm says. THE SHIFT TO MOBILE PLATFORMS
  33. 33. 33www.travelzoo.com 57% 17% 2% 16% 4% 4% Desktop www tablet www mobile Mobile web iPhone app Android app Travelzoo Europe THE SHIFT TO MOBILE PLATFORMS
  34. 34. 34www.travelzoo.com 0 200 400 600 800 1000 1200 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 2011 2012 2013 2014 Thousands 45% of total traffic is via mobile devices 3,000,000+ app downloads 1 sale every 1.5 minutes on mobile TRAVELZOO MOBILE
  35. 35. 35www.travelzoo.com 2011 2012 2013 2014 2015 France 3% 7% 10% 14% 18% Germany 2% 6% 9% 13% 18% Italy 1% 4% 9% 14% 20% Scandinavia 2% 5% 8% 13% 17% Spain 2% 6% 9% 13% 17% UK 5% 8% 13% 16% 21% Total Europe 3% 6% 11% 15% 20% (Source: Phocuswright EU Consumer) MOBILE PENETRATION IS GROWING
  36. 36. 36www.travelzoo.com Only 24 of the top 50 UK travel companies have a mobile optimized website Only 26 of top 50 UK travel brands have an app, 14 are transactional, 3 also have tablet apps 16 of the top 50 UK travel companies have no mobile presence at all Source: IAB – November 4, 2013 ARE TRAVEL COMPANIES EMBRACING THIS? 36www.travelzoo.com
  37. 37. 37www.travelzoo.com 37 THIS IS HOW IT LOOKS TO THE CONSUMER
  38. 38. 38www.travelzoo.com OWN THE END TO END BOOKING PROCESS
  39. 39. 39www.travelzoo.com IN DESTINATION MARKETING
  40. 40. 40www.travelzoo.com CLEAR TRENDS OF SMARTPHONE USAGE Hotels Restaurants ‘41% of UK travellers research local activities such as restaurants and shows on their smartphones’ (Source: Phocuswright EU Consumer) ‘65% of same-day hotel reservations are made from a smartphone’ (Source: Hotel Marketing.com)
  41. 41. 41www.travelzoo.com CHANNEL SELECTION AND CASE STUDIES
  42. 42. 42www.travelzoo.com 1. I know which hotel and place I want 2. I know where I want to go but not where I want to stay 3. I don’t know where I want to go, I just want to go somewhere 4. I'm not even thinking about going anywhere just now THE WHAT, WHERE AND WHEN
  43. 43. 43www.travelzoo.com The states of leisure consumer THE FLEXIBLE EUROPEAN TRAVELLER Search, Metasearch, OTA, GDS, etc.) Creating demand: Push Marketing Travellers don’t know where they are going and can be inspired to visit (Email marketing, travel content sites) Demand Curve Capturing demand: Pull Marketing Travellers have already selected their destination and are now shopping for flights and hotels 100% Capacity
  44. 44. 44www.travelzoo.com The states of leisure consumer THE FLEXIBLE EUROPEAN TRAVELLER WORLDLY 50% are inspired by Travelzoo deals to take a leisure trip FLEXIBLE 50% are totally flexible as to when they travel SPONTANEOUS 66% have no preference as to which time of year they travel
  45. 45. 45www.travelzoo.com 45 A luxury Dubai trip sold over 400 room nights THE CAMPAIGN + £639 for a three night package at Atlantis, The Palm with return flights, breakfast, dinner and a room upgrade THE OBJECTIVES + Encourage longer length of stay by upselling to room nights + Expand client base to a new audience of affluent consumers who are ready to book CASE STUDY
  46. 46. 46www.travelzoo.com CASE STUDY 46
  47. 47. 47www.travelzoo.com 47 A £699 Dubai cruise generated over 100 passengers THE CAMPAIGN + £699 for a seven night cruise to Dubai, Oman and Abu Dhabi + Included return flights, free onboard spend of £100 and airport transfers + Various departures between November and January THE OBJECTIVES + Upsell to balcony and outside cabins + Upgrade passengers to all-inclusive board + Fill capacity on key dates CASE STUDY
  48. 48. 48www.travelzoo.com THE CAMPAIGN + 799 € five night package in new 5-star hotel Ajman Saray with sea view room, half board and flights + For a one week stay, the package costs 999 € per person + Valid for travel in February & March 2014 Emirates: luxury holiday at newly opened 5-star hotel CASE STUDY THE OBJECTIVES + Increase room occupancy of a new hotel with plenty of availability + Promote the new property + Cross-sell one week stay to generate additional revenue
  49. 49. 49www.travelzoo.com CASE STUDY OBJECTIVES + Brand Abu Dhabi as leading leisure travel destination + Stimulate visits to the destination + Support trade partners in each market REACH “We have received several enquires for Abu Dhabi due to Travelzoo’s promotion and there is an increased interest in Abu Dhabi. We definitely would like to participate in this promotion again” Deputy Managing Director of Orient FlexiPax ADTA Trade Partner BRANDING RESULTS 30.1 million in total exposure + Users spent 2.13 minutes on page + User engagement drove: 2,276+ hour in total viewing time = 273,120 thirty second TV spots + Flight searches increased by 412% compared to the previous year + 406% increase YoY searches for Abu Dhabi on Travelzoo TACTICAL FEEDBACK
  50. 50. 50www.travelzoo.com • European travel is on a recovery, especially in the UK and Germany • There is a growing propensity with the major markets in Europe to visit the region and return. • Suppliers and Tourism Boards will have to be innovative and persistent to break through some of the challenging perceptions that still exist. • Content marketing, demographic targeting and broader communications directly to the consumer or via trade partners is essential to gain market share. Word of mouth should be encouraged and rewarded. • There are some specific nuances with each of the European markets with how they travel, what they expect and which sources they refer to for inspiration, advice and confirmation. • Mobile footprint is critical to gain share and to differentiate during all phases of the research and booking process and in-destination. • There is high fragmentation of distribution within Europe. Suppliers should use them to attract customers in different states of propensity to travel. The four states of leisure consumer SUMMARY AND CONCLUSIONS
  51. 51. 51www.travelzoo.com Richard Singer Managing Director, Europe rsinger@travelzoo.com 51www.travelzoo.co.uk Visit our trade microsite http://solutions.travelzoo.com/uk/
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×