Consumer Online Buying Process and Online Selling of Group Travel

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Travel industry is particularly affected by changes in consumer’s decisional process. This presentation proposes a diagnostic and recommendations for travel and tourism industry managers.

Travel industry is particularly affected by changes in consumer’s decisional process. This presentation proposes a diagnostic and recommendations for travel and tourism industry managers.

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  • 1. Consumer Online Buying Process and Online Selling of Group Travel Karine Miron Jean-François Renaud Internet strategist - Tourism Partner, Adviso 6 novembre 2009 Conférence APAQ - Bienvenue Québec www.adviso.ca 1 www.adviso.ca
  • 2. Who’s Adviso ? « We are obsessed by online conversion » • We are a firm of 25 experts dedicated to online strategy and marketing • We serve numerous important customers since 7 years, some in tourism indutry 6 novembre 2009 www.adviso.ca 2
  • 3. Who’s Jean-François ? • A guy with a YouTube T-shirt ? …is a certified geek • A guy with a mustache … only for November for the Movember in the name of Prostate cancer • The co-founder of Adviso, who believed in the importance of strategy before technology for Internet. 6 novembre 2009 www.adviso.ca 3
  • 4. Presentation Plan • Who’s the online traveler ? • Who are online group travelers ? • Key numbers and stats • Group traveler online toolkit • What to do now • Summary 6 novembre 2009 www.adviso.ca 4
  • 5. WHO’S THE ONLINE TRAVELER ? 6 novembre 2009 www.adviso.ca 5
  • 6. Some Key Numbers… • 80% of Web users plan their trip online • 37% of total travel industry sales are made online • Internet is the primary source of information to plan a trip (72%) • Internet constitue la première source d’information pour la planification d’un voyage (72%) Sources: 1 Comscore Networks et DoubleClik, 2006. 2 PhoCusWright, US Online Travel Overview Eight Edition, November 11 2008. 3 eMarketer, Prospectiv Consumer Preference Index, Juillet 2008. 6 novembre 2009 www.adviso.ca 6
  • 7. Tourists are more informed, selective and less loyal • A Web user visits an average of 5,4 sites in its online travel research • Critics and reviews of travelers are VERY important factor for 87% of travelers • There is a trend for purchases accomplished directly on supplier’s Website Sources: 1 Comscore Networks et DoubleClik, 2006. 2 PhoCusWright, «Canadian Online Travel Overview», Juin 2007, http://www.phocuswright.com/research_publications_buy_a_report/292 3 Idem 6 novembre 2009 www.adviso.ca 7
  • 8. Y Generation • Sales process must adapt to its target decisional process • Baby-boomers and X generation have less tendency to subcontract • Y generation wants to control all parameters 6 novembre 2009 www.adviso.ca 8 Conférence APAQ - Bienvenue Québec Source: Jacques Nantel, Gestion du Marketing
  • 9. WHO ARE ONLINE GROUP TRAVELERS ? 6 novembre 2009 www.adviso.ca 9
  • 10. Who Are Group Travelers ? In the 80s-90s Now Age-based segmentation Interest-based segmentation Longer and farther trips Shorter and nearer trips Mass group travelling Niche-specific group travel : students, parties, gastronomical, multi-generation, girls gateway, extreme sports, courses, gay travel, team building, etc. Unique size traditional trip High growth of less than 50 travelers groups Not frequent travelers Experienced travelers 6 novembre 2009 www.adviso.ca 10
  • 11. Some Key Numbers… • 41% of group travel revenues in US have been booked online in 2008 (39 billion $) • 56% of small group travel for leisure in US • 61,6 millions of online travelers in US in 2007 Sources: 1 PhoCusWright, Groups and Meetings: Market Opportunity Redefined, January 2007. 2 Jupiter Research, Online Small-Group Travel, 2007. 3 Forrester, How Travel eBusiness Can Better Serve The Small Leisure Group Segment, Mars 2008. 6 novembre 2009 www.adviso.ca 11
  • 12. Some Key Numbers… • 46% of online travelers have planned at least 1 trip with a party external to their family. They travel 1,6 times per year. • Close to 7 travelers out of 10 are optimist when it comes to technology Sources: 1 Forrester, How Travel eBusiness Can Better Serve The Small Leisure Group Segment, Mars 2008. 2 Forrester, How Travel eBusiness Can Better Serve The Small Leisure Group Segment, Mars 2008. 6 novembre 2009 www.adviso.ca 12
  • 13. Leisure Group Traveler Portrait Source: 1 Forrester, How Travel eBusiness Can Better Serve The Small Leisure Group Segment, Mars 2008. 6 novembre 2009 www.adviso.ca 13
  • 14. GROUP TRAVELER ONLINE TOOLKIT 6 novembre 2009 Conférence APAQ - Bienvenue Québec www.adviso.ca 14
  • 15. Online Behaviour of Group Traveler Generous traveler in sleepers On-site Information information seeker seeker The planner Source: 1 LonelyPlanet, Conférence 2007. 6 novembre 2009 www.adviso.ca 15
  • 16. 1. Information Seeker Main tasks : • Find a destination • Have a feeling about the destination by consulting images, videos, virtual visits, testimonails and travel stories • Find specific info about destination : situation, geography, history, attractions, etc. • Collect and organize information Objectives : get facts, discover and explore 6 novembre 2009 www.adviso.ca 16
  • 17. 1. Information Seeker Toolkit • Destination management organisations (DMO) Websites • Photo and video galleries • Group travel communities • Podcasts and videocasts • Travel stories, blogs, etc. 6 novembre 2009 www.adviso.ca 17
  • 18. 2. The Planner Main tasks : • Collect information • Organize and structure information • Compare prices and offers • Look for comments and reviews from other users • Find circuit ideas • Create and share a personalised travel itinerary Objectives : Consult, plan, compare and book • Book online 6 novembre 2009 www.adviso.ca 18
  • 19. 2. THE PLANNER’S TOOLKIT 6 novembre 2009 Conférence APAQ - Bienvenue Québec www.adviso.ca 19
  • 20. Online Group Travel Communities • Interest-based itinerary suggestions • Online group travel planning tool • Personalised itineraries • Meet travelers (online and offline) • Share itineraries with group members • Online payment facilitation for group organizers 6 novembre 2009 Conférence APAQ - Bienvenue Québec www.adviso.ca 20
  • 21. 6 novembre 2009 www.adviso.ca 21
  • 22. Online Group Travel Communities 6 novembre 2009 Conférence APAQ - Bienvenue Québec www.adviso.ca 22
  • 23. 2. The Planner’s toolkit • Critics and reviews from other e-tourists • Price compare tools • Social Medias • Shared itravel tineraries • Hostels.com 6 novembre 2009 www.adviso.ca 23
  • 24. 3. On-site Information Seeker Main tasks : • Use an online touristic map • Find local attractions • Find practical informations • Read online travel guides • Use attraction-specific content (podcast, bluetooth audioguide, etc.) Objectives : be guided and find local and on-site information 6 novembre 2009 www.adviso.ca 24
  • 25. 3. On-site Information Seeker Toolkit • Mobile apps (Dopplr, Loopt, Wikitude, etc.) • Google Maps • Online touristic guide, podcasts • Local travel communities • Bluetooth audioguides 6 novembre 2009 www.adviso.ca 25
  • 26. 4. Generous Traveler in Sleepers Mains tasks : • Upload and share photos, videos, stories easily on a site • Interact and give tips to other travelers • Bring comments and reviews of different attractions he visited • Suggest itineraries and attractions based on personal experience Objectives : share travel experience 6 novembre 2009 www.adviso.ca 26
  • 27. 4. Generous Traveler in Sleepers Toolkit • Photo-sharing sites (Flickr, Picasa) • Video-sharing sites(YouTube) • Online travel rating communities • (TripAdvisor, Yelp!) • Accommodation rating directories (Hotels.com) • For travel businesses : opportunity to gain ambassadors for your brand ! 6 novembre 2009 www.adviso.ca 27
  • 28. WHAT TO DO NOW ? 6 novembre 2009 Conférence APAQ - Bienvenue Québec www.adviso.ca 28
  • 29. Best Practices 1. Use Search Engine Optimization Stratgies (SEO) •64% of travelers use search engines… 6 novembre 2009 www.adviso.ca 29
  • 30. SEO vs PPC 6 novembre 2009 www.adviso.ca 30
  • 31. 6 novembre 2009 www.adviso.ca 31
  • 32. SEO Pros 6 novembre 2009 www.adviso.ca 32
  • 33. SEO Traps 6 novembre 2009 www.adviso.ca 33
  • 34. Off-Site SEO 6 novembre 2009 www.adviso.ca 34
  • 35. Best Practices 2. Offer web content and applications for every steps of the online traveler lifecycle Generous traveler in sleepers On-site Information information seeker seeker The planner 6 novembre 2009 www.adviso.ca 35
  • 36. Best Practices 3. Offer web content and applications valued by group travelers – Group rebates (65%) – Group divided payments (48%) – Ability to speak with staff (46%) – Group activy bundling and purchasing (30%) – Online group management tools (30%) – Trip planning tool (26%) 6 novembre 2009 www.adviso.ca 36
  • 37. Best Practices 4. Invest in a cost-efficient keyword purchasing strategy to be visible only to targeted active e-tourists planning their trips • 74% of US E-tourists have used search engines for activitiy ideas last summer • 63% to plan and book accomodations • 59% thinking about traveling • 35% to choose a destination 6 novembre 2009 www.adviso.ca 37
  • 38. PPC Mechanics 6 novembre 2009 www.adviso.ca 38
  • 39. PPC Advantages 6 novembre 2009 www.adviso.ca 39
  • 40. Best Practices 5. Integrate to online distribution marketplaces 6 novembre 2009 www.adviso.ca 40
  • 41. Best Practices 6. Plan and execute a social media strategy in mass and tourism-oriented social networks – Generate conversations among travelers, creating content and experimenting your brand – Opportunity to increase travelers loyalty and brand engagement – E-tourists using social networks spend more ! Source: 1 Réseau de veille en tourisme UQAM. Les utilisateurs des médias sociaux liés aux voyages dépensent 2 fois plus – Compte-rendu de conférence, 2008. 6 novembre 2009 www.adviso.ca 41
  • 42. Can He Interact ? ??? 6 novembre 2009 www.adviso.ca 42
  • 43. Best Practices • Social medias focused • Social medias focused on leisure travel on business travel Conférence APAQ - Bienvenue Québec 6 novembre 2009 www.adviso.ca 43
  • 44. Best Practices 7. Monitoring and online brand management 6 novembre 2009 www.adviso.ca 44
  • 45. Summary • Be there at the right place, at the right time with the good strategy • Study and support e-tourist lifecycle online • Use result-oriented promotion tools to spend on the right travelers 6 novembre 2009 www.adviso.ca 45
  • 46. Thank you ! Jean-François Renaud Partner jfrenaud@adviso.ca www.adviso.ca | www.adviso.ca/blog www.twitter.com/adviso www.linkedin.com/companies/adviso 6 novembre 2009 www.adviso.ca 46
  • 47. Some Tourism Industry Clients of Adviso 6 novembre 2009 www.adviso.ca 47
  • 48. Download this presentation for free on Adviso’s website: http://www.adviso.ca/en/consumer-online- buying-process-and.html 6 novembre 2009 www.adviso.ca 48