The document summarizes key trends from a study on online travel research and booking behaviors:
1. Many consumers are still planning trips in 2009, though some will cut back on spending. Affordability and deals will be important factors in destination selection.
2. Search engines are the top information source for researching destinations, outpacing online travel agencies. Websites must better engage visitors referred from search.
3. Travelers spend significant time researching destinations online, visiting many sites, before making booking decisions. Online travel agencies are not capturing consumers early in the research process.
4. Promoting value adds like upgrades and packages can influence destination selection as travelers prioritize saving money during trip planning.
17. Consumers increasingly turning to Internet & Search How much do you agree with each statement? (% “strongly agree” or “agree” on a 5-point scale, n=743 consumers expecting to travel this summer)
30. Trend 1: Travelers are traveling and they can be influnced…
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32. Motivations for Visiting Indiana Enter Survey and Likely Visitors: VisitIndidana.com Users N=425, Indiana Residents N=267; Regional Residents (IL, OH, MI, KY) N=51; Other US Residents N=49, Q29: What contributes to your desire to go to Indiana for a vacation or leisure trip/combined business and leisure trip/business trip?. Shaded areas represents a significant difference between Indiana residents vs. Other US Residents or Regional Residents OR between site users vs. benchmark site users (95% confidence). 16 32 36 35 22 Reasonable cost of hotels/meals 28 33 37 33 31 Have been there before and liked it very much 29 35 40 35 27 It's a very relaxing place 15 32 40 29 10 Good place for family/children 16 33 42 24 18 It offers good value for the money 32 39 43 35 29 No schedules to meet, I can do what I want, when I want n/a 43 50 45 20 The destination is in a convenient location 31 45 52 41 35 I can spend more time with my spouse/family 38 46 53 43 29 It's a great chance to relax, get rid of stress 56 48 55 49 24 It's a very beautiful, scenic place Benchmark Site VisitIndiana.com Users Indiana Residents Regional Residents Other US Residents
46. The Trip Are you winning with every trip aspect? Departing Staying Arriving Follow up Planning Consideration Set Needs
47. From the largest Custom marketing research company in the Country and the number one ranked advertising and brand research company by Inside Research- -the bible of the Marketing Research Industry
Editor's Notes
We know that economic weakness has impacted travel industry, yet usage of the online travel continues to grow More online researchers and bookers than ever before, even if rates are lower due to aggressive discounting Consumers want to travel and are actively looking for it online
- Consumer outlook and sentiment towards destination travel is strong - Same question asked of consumers in Nov 2008, regarding their 2009 trips: Only 17% expected more than ‘08 (and 15% expected less)
There is an opportunity for destination marketers to use the online channel to shift demand to their destination Assume that 4 in 10 of your prospects are still undecided and need to be retained or convinced to switch
A long attribution window is necessary for looking at the influence of media and exposure on destination shoppers Marketers have several weeks if not longer to try and influence consumers to consider their destination
- For consumers who have already selected or booked a destination, the marketing game is not over: Heavy focus should be placed on capturing advance purchase on extra services and amenities
Comparatively strong interest and awareness of the vacation rental option Good deals or value proposition can serve to move consumers up the scale
Marketers will need to showcase all aspects of their destination Critical to surfacing the depth and variety of features on destination sites so that different segments of travelers get engaged
Most OTA’s message that several hundred in savings exist from booking combination packages yet most consumers are not thinking of or considering these options
Of those using Internet: 62% find it extremely important. Next closest: Of those using friends/fam, 31% say it is extremely important. Destination marketers must be multi-channel, but revolving around the web. - Consumers will often want to exchange ideas with friends family: Give web functionality for sharing and tagging
Destination sites are particularly important Consumers may think they will use a wide variety of travel site categories to conduct their research, but if you are not present in search results when they find content, you could be left out
While email provides an opportunity to reach repeat customers, search provides the greatest opportunity for reaching new and potential customers
80% of travelers are thinking about affordability as very or extremely important 40% fall into the family-friendly category; making a clear and easily accessible link to content such as “questions for family travelers”