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The American Traveler - Summer 2011
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The American Traveler - Summer 2011

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@comScore's @PhilipGrote session @eTourismSummit #ETS11 San Francisco 2011-09-30

@comScore's @PhilipGrote session @eTourismSummit #ETS11 San Francisco 2011-09-30

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The American Traveler - Summer 2011 The American Traveler - Summer 2011 Presentation Transcript

  • @PhilipGrote @comScore 1 #ETS11the American Traveler/summer 2011 sentiment | flash sales | mobile | search | social comScore 2011
  • @PhilipGrote @comScore 2 #ETS11Retail & TravelOnline Spending Trend Retail @ $87b, 13%! January to July 2011 vs. year ago Travel @ $58b,  11%! January to July 2011 vs. year ago -72002 2003 2004 2005 2006 2007 2008 2009 2010 2011 source: comScore eCommerce data, 2002 to July 2011
  • @PhilipGrote @comScore 3 #ETS11117,000 new jobs were added in July 2011 : 139,296,000 source: National Bureau of Economic Research, Bureau of Labor Statistics
  • @PhilipGrote @comScore 4 #ETS11November 2007: 146,584,000 117,000 new jobs were added in July 2011 : 139,296,000at the rate of July 2011 it would take 5 ½ yearsto get the number of jobs up to pre-recession levels! source: National Bureau of Economic Research, Bureau of Labor Statistics
  • @PhilipGrote @comScore 5 #ETS11Travelers 58% of travelers are cutting back! Q: In the past 3 months, have you been cutting back on your travel expenses?  5pts vs. year ago source: comScore Survey, Q2 2011
  • @PhilipGrote @comScore 6 #ETS11Travelers who are cutting back 62% do so by staying closer to home! Q: Please indicate all the ways in which you are cutting back on travel expenses. [x] Traveling closer to home |  from 9pts vs. year ago source: comScore Survey, Q2 2011
  • @PhilipGrote @comScore 7 #ETS11Travelers who are cutting back 41% book cheaper accommodations! Q: Please indicate all the ways in which you are cutting back on travel expenses. [x] Staying at less expensive hotels |  13pts vs year ago source: comScore Survey, Q2 2011
  • @PhilipGrote @comScore 8 #ETS11Travelers who are cutting back 40% take shorter trips! Q: Please indicate all the ways in which you are cutting back on travel expenses. [x] Spending fewer days at my destinations | 6pts vs. year ago source: comScore Survey, Q2 2011
  • @PhilipGrote @comScore 9 #ETS11Travelers are cutting back on travel expenses by staying:Closer, Cheaper, Shorter! source: comScore Survey, Q2 2011
  • @PhilipGrote @comScore 10 #ETS11 Online Travel Agencies (OTAs) vs. Suppliers: Dollar Share OTAs OTAs 36.2% 2% 55.8% 4% Airlines HotelsOTAs gain ground high-margin product!*share of Hotel $  4%, Q2 2011 vs. year ago source: comScore Travel CPR, Q2 2011
  • @PhilipGrote @comScore 11 #ETS11 Expedia vs. Online Travel Agencies: Dollar ShareHotwire 5.7% ExpediaHotels6.5%CheapTickets 35.8% 6.8% 35.2%Travelocity 22.6% 13.0%Orbitz 52.2%16.2% Every 3rd Dollar* Went to Expedia! *spent at an online travel agency in Q2 2011Priceline 16.6% source: comScore Travel CPR, Q2 2011
  • @PhilipGrote @comScore 12 #ETS11Deal or No Deal……are deal sites friends or foes? comScore 2011
  • @PhilipGrote @comScore 13 #ETS11 $200 Room Rate -$100 50% Deal Discount -$ 50 50% to Deal Site -$ 40 Operating Cost $ 10 Profit @ $190 Cost* Do the Math! Only if you know your customer acquisition cost can you tell if it’s a good deal to you.* Other cost to consider: commoditization, price point degradation, operational costs of handling a new channel, displacement costs Example taken from http://www.tnooz.com/2011/06/22/news/expedia-what-groupon-getaways-with-expedia-means-for-hotels/
  • @PhilipGrote @comScore 14 #ETS11Deal Sites Lose Momentum……likely due to deal fatigue and signs of recovery. August 2011 12,387,095 Groupon August 2010 6,507,924 6,115,866 LivingSocial August 2009 3,665,418 591,729 155,707 comScore, Media Metrix, August 2009 to August 2011
  • @PhilipGrote @comScore 15 #ETS11Deal Sites Average Audience Overlapwith Top 15* Travel Sites*Based on Unique Visitors August 2011, US Desktop Groupon LivingSocial 14.3% SniqueAway 7.7% (or JetSetter) 0.7% Minimal Audience Overlap suggests that Deal Sites Reach Different Travelers! source: comScore MediaMetrix, August 2011
  • @PhilipGrote @comScore 16 #ETS11Check Demographics!Only if you reach your target customer (or new segments)can it be a good deal to you.
  • @PhilipGrote @comScore 17 #ETS11 Groupon GetAways LivingSocial Escapes JetSetter 33% 27% 25% 24% 22% 19% 18% 15% 11% 13% 13% 9% 25-34 35-44 45-54 55-64 25-34 35-44 45-54 55-64 25-34 35-44 45-54 55-64  59% 66% 50% $60-75K 16% 11% 11%$75-100K 8% 16% 13% $100k+ 41% 31% 22% source: comScore MediaMetrix, August 2011
  • Is this Channel right for me?[ ] What is my cost per acquisition?[ ] Have I exploited all lower cost channels?Do I have the right Partner?[ ] What do my peers say?[ ] Do our customer demographics match?[ ] Are black out dates allowed?[ ] Can they target specific regions and segments?[ ] Do they curate the deal to align with my image?Do I have a Plan?[ ] Loyal Customers can get offended. What is my offer for them?[ ] Deal seekers are loyal to deal sites. What is my retention plan?[ ] How will I track success for post-mortem analysis?
  • @PhilipGrote @comScore 19 #ETS11Chose the right partner at the right timeDeal Sites can Make or Break You! comScore 2011
  • @PhilipGrote @comScore 20 #ETS11U.S. Mobile Phone Install Base Every 3rd phone is a smartphone! 35% of all cell phones currently in use are smartphones! source: comScore MobiLens, 3 months ending July 2011
  • @PhilipGrote @comScore 21 #ETS11US Internet traffic4.5% SmartPhonesfrom source: comScore Device Essentials, July 2011
  • @PhilipGrote @comScore 22 #ETS11U.S. Mobile Phone Purchasing TrendEvery 2nd NEW phone is a smartphone!50.4% of new cell phones bought are smartphones! source: comScore MobiLens, 3 months ending July 2011
  • @PhilipGrote @comScore 24 #ETS11The Last Adoption Barrier Falls!8% of new Smartphones now are Pay-As-You-Go Phones! source: comScore MobiLens, 3 months ending July 2011
  • @PhilipGrote @comScore 25 #ETS11 U.S. Smartphone Browser Activity insurance services 3.9% mens magazine content 4.5% stock trading 4.6% horoscopes 5.1% automotive services 5.1% Home/Lifestyle 5.3% Beauty/Fashion/Style 6.8%kids and family entertainment 6.9% real estate listings 7.0% 6,920,805 people use travel services! dating service 7.0% adult entertainment services from July 2010!!  42% 7.1% comics or humor 7.9% travel service 8.4% health information 8.9% electronic payments 9.1% television guides 9.2% gaming information 9.3% comScore MobiLens, 3 months ending March 2011, n=32,311 source:
  • auction sites 9.8% @PhilipGrote @comScore 26 #ETS11 credit cards 10.2% U.S. Smartphone Food/Recipes/Cooking Tips 10.2% business directories 12.5% Browser Activity online retail 12.9% classifieds 13.8% restaurant information 16.0%stock quotes or financial news 16.9% bank accounts 17.1%Search is the #1 Browser Activity! movie information 17.9% 36,674,272 peoplenewstech search,  58% from 17.9%2010 Julyphoto or video sharing service 18.0% maps 18.0% general reference 19.8% sports information 22.8% entertainment news 24.7% weather 26.3% news 32.6% social networking 34.5% search search 44.6% source: comScore MobiLens, 3 months ending July 2011
  • @PhilipGrote @comScore 27 #ETS11(619 ) 246-6228 Best Practice Mobile Experience: Connect Desktop  Mobile!
  • @PhilipGrote @comScore 28 #ETS11Best Practice Mobile Experience:Connect Mobile  Mobile Web / App!
  • @PhilipGrote @comScore 29 #ETS11Tripadvisor.com Best Practice Mobile Experience: Connect Mobile Web  App!
  • @PhilipGrote @comScore 30 #ETS11 American AirlinesBest Practice Mobile Experience:Connect Mobile Search  Mobile Web / App!
  • @PhilipGrote @comScore 31 #ETS11 100% of Smartphone Platforms - 2%, Symbian - 2%, Palm - 6%, Microsoft - 22%, RIM - 42%, Google 27%, AppleNo, it is not just Apple!Google  6pts | RIM  5pts | Apple  1pt vs. year ago! source: comScore MobiLens, 3 months ending July 2011
  • @PhilipGrote @comScore 32 #ETS11Top 10 Smartphones in the Market……Apple owns 27% of the market! #1 11.4% iPhone 4 #2 8.6% iPhone 3GS #3 4.6% iPhone 3G #8 2.3% iPhone (1st Gen) #4 3.6% BlackBerry Curve 8530 #10 1.7% Blackberry Curve 8330#5 3.2% HTC EVO 4G#6 2.7% Motorola Droid X#7 2.5% Motorola Droid#9 2.2% HTC Droid Incredible source: comScore MobiLens, 3 months ending July 2011
  • @PhilipGrote @comScore 33 #ETS11It’s not just an adoption, it’s a migration:Double Down On Mobile! comScore 2011
  • @PhilipGrote @comScore 34 #ETS11 Travel searches 411,117,066 each month Paid Search in Travel Each travel search returns 5 paid results Search Referrals 17% come from paid searchTravel Searches at the Core 5 Engines.Google, Bing, Yahoo, AOL, Ask source: comScore Search Planner, July 2011 vs. July 2010
  • @PhilipGrote @comScore 35 #ETS11 Expedia turns back on paid search!07/2010 Paid 07/2011 28.7% 11.6%Expedia.com 2,312,616 746,908 75.3% 84.7%Booking.com 688,959 1,612,063Priceline.com 58.6% 56.7% 3,082,530 2,920,236Hotels.com 57.0% 58.8% 1,931,225 1,854,389 source: comScore Search Planner, July 2011
  • @PhilipGrote @comScore 36 #ETS11Reality Check:Is Paid Search Still Working? comScore 2011
  • 10,912,4812YouTube views of Dave Carroll’s music videoUnited breaks guitars[ ]create a PR nightmare across all media.
  • Social Media powerful. [is ] dangerous. awesome .
  • @PhilipGrote @comScore 39 #ETS11“ …it is about using social media to harness amplify and the travel experience. ” - @DaveHanley, Principal @BanyanBranch
  • @PhilipGrote @comScore 40 #ETS11Harnessing & Amplifying 1.0! comScore 2011
  • @PhilipGrote @comScore 44 #ETS11Harnessing & Amplifying 2.0! comScore 2011
  • @PhilipGrote @comScore 45 #ETS11Social Media SitesUnique Visitors and Growth (US Desktop) Social Media is still growing! August 2011 vs. year ago 42% 33 million 11% 126 million 10% 162 million source: comScore MediaMetrix, August 2010 vs. August 2011
  • @PhilipGrote @comScore 46 #ETS11Social Media Sites Average Audience Overlapwith Top 15* Travel Sites*Based on Unique Visitors August 2011, US Desktop 85.5% 64.7% You can reach more than 22.4% 85% of your customers on Facebook! source: comScore MediaMetrix, August 2011
  • @PhilipGrote @comScore 47 #ETS11 Benefit from Word of Mouth: [] Enable One-Click Amplification! Engage with your customer on their terms: Phone, email, [] and Social Media. Whether you like it or not – they are already talking about you![] Start Listening NOW!
  • @PhilipGrote @comScore 48 #ETS11Thank You! @PhilipGrote | pgrote@comScore.com | (619) 246-6228