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No Trip Without the Web -the Role of the Internet for Travel Planning & Booking

No Trip Without the Web -the Role of the Internet for Travel Planning & Booking

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    Yahoo! Travel Study Yahoo! Travel Study Presentation Transcript

    • No Trip Without the Web - the Role of theInternet for Travel Planning & BookingYahoo! InsightsDecember 2010
    • Summary • Swimming holidays and city breaks are the most popular types of holiday. • Most trips take place within Germany. Other popular destinations are Austria, Spain and Italy. • In choosing a holiday, destination plays the biggest role, more than the price and the planned date. • The trend is clearly toward online booking: in the next 12 months 84% of respondents plan to book a trip on the web. • Already, city and event travel are above all booked online, as well as flight tickets and last-minute trips. • By far, the most important source of information for travel preparation is the Internet. Aside from the Internet, recommendations from friends and catalogues play the greatest role, and are used for advice more than travel agencies. • When looking for information on the web, users access providers websites, use search engines or make use of comparison sites. • Most important for users of the web are travel reports by others, comparison of offers and terms, and the option to book the trip directly.NAVIGATION SOURCE SLIDE Yahoo! Deutschland | ENIGMA GfK 08/03/2011 2
    • No Trip Without the Web - the Role of theInternet for Travel Planning & BookingTravel activities in general
    • 4
    • 8 out of 10 have taken a holiday at least once in the last year Number of trips in the last 12 and for the next 12 months in % 1 time 2 times 3 times 4 times & more in the last 12 months 33 23 10 12 78 Short trip (up to 4 days) planned in the next 12 months 32 27 12 12 83 in the last 12 months2 48 23 8 2 81 Holiday (5 days or more) planned in the next 12 months2 50 26 8 2 86 in the last 12 months3 13 7 4 8 32 Business trip planned in the next 12 months3 12 6 4 9 31NAVIGATION SOURCE SLIDE Base: all respondents Yahoo! Deutschland | ENIGMA GfK 08/03/2011 5
    • The Germans prefer to stay at home Travel destinations in the last 12 months in %; multiple answers Germany 67 Austria 20 Spain/Balearic Islands/Canary Islands 15 Italy 14 France 10 Turkey 10 Netherlands/Belgium/Luxembourg 10 Switzerland 9 (other) Central/Eastern Europe 7 Great Britain/Ireland 7 USA/Canada 5 Greece 4 North Africa 4 Far East 4 former Yugoslavia 3 Portugal 2 Caribbean 2 the rest of Africa 1 Arabian Peninsula 1 Latin America 1 Australia/New Zealand/South Pacific 1NAVIGATION SOURCE SLIDE Base: all respondents Yahoo! Deutschland | ENIGMA GfK 08.03.2011 6
    • Every third person was most recently on a swimming holiday Type of trip/holiday for the last journey in % Swimming/Sun holiday 34 City break 18 Tour 6 Trip to an event 6 Business trip 6 Walking/Hiking holiday 5 Wellness holiday 3 Countryside/Farm holiday 3 Health/Spa holiday 3 Ski/Winter sport holiday 2 Fitness/Sport holiday 2 Cruise 2 Language/Learning/Culture/Study 1 Other 10NAVIGATION SOURCE SLIDE Base: all respondents Yahoo! Deutschland | ENIGMA GfK 08.03.2011 7
    • 8
    • Where to go? Destination dominates the holiday decision, not price Reasons for booking the last trip in % Destination 68 Price 48 Planned date 42 Availability 20 Have booked there previously 18 Trust in the provider 13 Affinity for the provider 8 Environment (ie CO2 emissions) 2 Other 8 No special reason 8NAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 9 or are planning a trip in the next 12 month
    • Every third person spends more than 2,000€ per year for private travel Household budget for private travel per year in % 37% 27 26 18 17 7 2 1 1 less than 1,000 to 2,000 to 4,000 to 6,000 to 8,000 to 10,000€ or no answer 1,000€ 2,000€ 4,000€ 6,000€ 8,000€ 10,000€ moreNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months or Yahoo! Deutschland | ENIGMA GfK 08.03.2011 10 are planning a trip in the next 12 month
    • Summary of general travel activities • The most frequently booked trips are holidays lasting at least 5 days, but short trips of up to 4 days are also very popular. • 50 percent of trips are swimming/sun holidays and city breaks, when considering the most recent trip made. • In choosing a holiday, destination plays the biggest role, more than the price and the planned date. • Most trips take place within Germany. 2 out of 3 respondents have made at least one journey in Germany in the past 12 months. The most popular other European countries are Austria, Spain and Italy. • The annual budget for private travel is over 2,000€ for every third person.NAVIGATION SOURCE SLIDE Yahoo! Deutschland | ENIGMA GfK 08.03.2011 11
    • No Trip Without the Web - the Role ofthe Internet for Travel Planning & BookingTravel planning & booking
    • 13
    • Almost everyone has booked a trip in the last year, 78% of them on the web Date of the last travel booking Share of online bookings in % in % 4 13 longer 22 16 6-12 months ago 97% 78 4-6 months ago 68 last 3 months Online Offline Travel in totalNAVIGATION SOURCE SLIDE Base: respondents who have booked a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 14
    • 86% intend to book a holiday in the next 12 months Date of the next travel booking Share of online bookings in % in % later 16 4 22 in 6 to 12 months 20 86% 84 in 4 to 6 months 44 in the next 3 months Online Offline Travel in totalNAVIGATION SOURCE SLIDE Base: respondents who are planning a trip in the next 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 15
    • 16
    • The trend toward online booking continues Online booking: last vs. next trip in % 84 78 last travel booking next travel bookingNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 17 or are planning a trip in the next 12 month
    • Trend toward online booking in all areas Online booking: last vs. next trip (1) in % last booking next booking 76 66 65 62 63 63 56 56 58 53 47 47 39 40 Swimming/Sun Wellness holiday Culture/Study Tour Winter sport Sport holiday City break holiday holidayNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 18 or are planning a trip in the next 12 month
    • Only cruises do not show a trend toward online booking Online booking: last vs. next trip (2) in % last booking next booking 79 68 64 62 59 61 60 57 53 52 49 50 50 40 Countryside Walking holiday Cruise Health/Spa Travel for an Business trip Other trip holiday eventNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 19 or are planning a trip in the next 12 month
    • All travel services will be booked online more often in the future Online booking: last vs. next travel service booking in % last service booking next service booking 83 85 77 79 73 71 70 67 61 54 Hotel stay Flight tickets Rail tickets Package tour Last-minute travelNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 20 or are planning a trip in the next 12 month
    • No Trip Without the Web - the Role ofthe Internet for Travel Planning & BookingThe Internet as a source of informationand decision-making prior to booking
    • 22
    • The Internet is by far the most important source of information for travel planning Information channels/sources used in travel bookings in %; multiple answers Internet 96 Catalogues/brochures 62 Acquaintances 59 Travel agency 55 Travel guide 39 Newspapers & magazines 32 Television 23 Radio 10NAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 23 or are planning a trip in the next 12 month
    • What sources on the Internet are usedto plan a trip? 24
    • First point of contact online: tour operators, search engines and comparison sites Internet information channels/sources used in travel bookings in %; multiple answers Sites of travel providers 76 Search Engines 75 Comparison sites & online travel services 63 Sites of regional Tourist Offices 41 Blogs, social networks, discussion forums 16NAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 25 or are planning a trip in the next 12 month
    • For (winter) sports, search engines are the most important source on the Internet Internet information channels/sources used in travel bookings (1) in %; multiple answers Sites of travel providers Search engines Comparison sites & online travel services Sites of regional Tourist Offices Blogs, social networks, discussion forums 68 63 62 60 59 58 55 54 54 53 52 52 51 51 50 49 45 44 44 44 41 33 30 28 27 23 21 20 13 10 9 9 9 8 7 Swimming/Sun Wellness Culture/Study Tours Winter Sports Sports City BreakNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 26 or are planning a trip in the next 12 month
    • Tourist Offices are comparatively important for walking holidays Internet information channels/sources used in travel bookings (2) in %; multiple answers Sites of travel providers Search engines Comparison sites & online travel services Sites of regional Tourist Offices Blogs, social networks, discussion forums 80 59 57 55 54 49 48 46 43 40 40 40 39 38 36 34 34 34 30 30 29 29 28 26 23 14 13 10 9 8 8 7 7 4 2 Countryside Walking holiday Cruise Health/Spa Travel for an Business trip Other travel holiday eventNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 27 or are planning a trip in the next 12 month
    • For packages and last-minute travel, provider sites are visited above all Internet information channels/sources used in travel service bookings in %; multiple answers Sites of travel providers Search engines Comparison sites & online travel services Sites of regional Tourist Offices Blogs, social networks, discussion forums 80 72 61 59 58 53 52 51 51 50 48 46 41 34 25 22 10 7 7 6 5 4 4 3 2 Hotel stay Flight tickets Rail tickets Package tours Last-minute travelNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 28 or are planning a trip in the next 12 month
    • Opinions and experiences of others are very important for users Topics researched on the Internet related to travel bookings in %; multiple answers Customer reports 70 Comparison of services and conditions 64 Option to book online 62 Information on attractions at desination 61 Information on concrete travel offers 57 Test results 52 Information about travel services 49NAVIGATION SOURCE SLIDE Base: respondents who use the Internet to inform themselves for at least part of the Yahoo! Deutschland | ENIGMA GfK 08.03.2011 29 bookings
    • The Internet is valued for useful information and speed Suitability of the Internet as a source of information for travel in %; multiple answers fully applies generally applies One often obtains useful information and tips for travel on 37 47 84 the Internet If I search for specific information on travel, I find it quickly 34 50 84 It is now simply a matter of course that one advertises on the 41 40 81 Internet It would be good if I only get travel advertising that interests 33 33 66 me I am surprised that some tour operators never advertise on 15 24 39 the Internet If I come across advertising for travel on the Internet, I often 12 26 38 click on itNAVIGATION SOURCE SLIDE Base: all respondents who have taken a trip in the last 12 months or Yahoo! Deutschland | ENIGMA GfK 08.03.2011 30 are planning a trip in the next 12 month
    • Summary Internet as a source of information for travel • The Internet is by far the most important source of information on the subject of travel. • In addition, respondents consult catalogues and brochures or ask friends for advice. Only after that do they use a travel agency. • 96% have previously used the Internet for travel information. The Internet is the most important source of information for all types of travel. 9 out of 10 respondents (also) informed themselves on the Internet for hotel accommodation and air tickets. • When looking for travel information on the Internet, travel provider sites and search engines are used the most. • Reports from customers on the experience and comparisons of services and conditions are the most popular content.NAVIGATION SOURCE SLIDE Yahoo! Deutschland | ENIGMA GfK 08.03.2011 31
    • No Trip Without the Web - the Role ofthe Internet for Travel Planning & BookingConclusion & methodology
    • Strategic recommendations for action Analysis The right user The right message The right time Onliner: potential ~50 million* Main reasons for travel Planned holiday trips per year bookings 97% 68% travel regularly Destination Analysis 50% one trip 48% Price 26% two trips 84% will book online in 42% the future Date 10% at least three trips • Four out of five Internet users intend to book travel online in the future  The Internet is now the most important point of sale! • Key criteria when planning travel are destination, price and travel date  Individual address with high relevance is critical for making the purchase • One in three Internet users plans to travel at least twice per year  Continuous address with long range increases the campaigns successNAVIGATION SOURCE SLIDE * Source: AGOF Internet facts 2010-II; Base: adults aged 14 years (Internet users - WNK), potential: Yahoo! Deutschland | ENIGMA GfK 08/03/2011 33 49.68 million
    • And if you could go somewhere entirely different... "If someone were to give you the gift of a trip to an extraordinary place, which of the following destinations would you be most likely to choose?" in % dont know none of these destinations South 6 Pacific Centre of 11 the Earth 2North Pole 8 54 9 Moon 10 HimalayasNAVIGATION SOURCE SLIDE Base: respondents planning a trip in the next 12 month Yahoo! Deutschland | ENIGMA GfK 08.03.2011 34
    • Outline Client Yahoo! Deutschland GmbH Implementation ENIGMA GfK Medien- und Marketingforschung GmbH Survey period September 2010 Base Internet users over 18 years old in Germany who have made at least one trip in the last 12 months or are planning a trip in the next 12 months Sample 1,506 respondents Weighting By age, gender and education Survey method Online interviews in a panelNAVIGATION SOURCE SLIDE Yahoo! Deutschland | ENIGMA GfK 08.03.2011 35
    • Thank you! Yahoo! Deutschland GmbH Theresienhöhe 12 80339 Munich kontakt@yahoo-inc.com Tel: +49 (0)89 23197-0