Getting To Know Europe's New Digital Traveler

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consumer travel insight from three major European consumer travel markets: France, Germany and the U.K

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Getting To Know Europe's New Digital Traveler

  1. 1. September 26, 2013 A PhoCusWright Webinar Getting To Know Europe's New Digital Traveler, Sponsored by Monetate Douglas Quinby Vice President, Research PhoCusWright Inc. Marcello Gasdia Consumer Research Analyst PhoCusWright Inc. Sponsored by: Mike Harris Vice President, EMEA Monetate
  2. 2. Getting To Know Europe's New Digital Traveler, Sponsored by Monetate September 26, 2013 To view the recorded presentation, please click here. Note: If you download the Webinar, you will need a WebEx player. If you do not have one installed, please download the player here. All PhoCusWright Inc. publications are protected by copyright. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or electronically distribute copyrighted material without explicit permission. Limited information in a report may be used in a presentation or similar, providing that PhoCusWright and the title of the report are referenced as the data source. You may not copy, reproduce, modify, republish, upload, post, transmit, or distribute, electronically or otherwise, any PhoCusWright research report in any form or by any means without prior written permission from PhoCusWright Inc. Any unauthorized use of the materials may violate copyright, trademark, and other applicable laws and could result in criminal or civil penalties. © PhoCusWright © 2013 PhoCusWright Inc. All Rights Reserved. 2
  3. 3. Agenda • General Leisure Traveler Behavior and Technology Adoption • Online Leisure Travel Planning Trends • Connecting with Digital Travelers: Challenges and Opportunities © 2013 PhoCusWright Inc. All Rights Reserved. 3
  4. 4. © 2013 PhoCusWright Inc. All Rights Reserved. 4
  5. 5. 75% 75% 78% 69% 68% 72% 67% 66% 70% Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 5
  6. 6. Top 3 Reasons for Not Traveling 47% Financial considerations/travel is too expensive I went to places where I could stay with friends/family 55% 50% 24% 14% 15% 22% No time to travel 18% 16% France Germany U.K. Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 6
  7. 7. Discretionary Spending Preferences Travel and Tourism Travel and Tourism Travel and Tourism Dining/nightlife Consumer Electronics Dining/nightlife Entertainment/Sports Dining/nightlife Consumer Electronics Fashion and accessories Fashion and accessories Home improvements Health/Beauty/Spa products Health/Beauty/Spa products Entertainment/Sports Home improvements Home improvements Fashion and accessories Consumer Electronics Entertainment/Sports Cars/car-associated goods Cars/car-associated goods Cars/car-associated goods Health/Beauty/Spa products Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 7
  8. 8. MOBILE + SOCIAL NETWORK ADOPTION © 2013 PhoCusWright Inc. All Rights Reserved. 8
  9. 9. Mobile Web Adoption (Smartphones Only) 58% 68% 75% 45% 2011 2012 2013 2011 France 56% 2012 Germany 66% 2013 58% 2011 69% 2012 75% 2013 U.K. Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 9
  10. 10. “Frequent/Daily” Mobile Web Users, by Age 100% 90% 80% 70% 18-24 25-34 60% 35-44 50% 45-54 40% 55-64 65+ 30% 20% 10% 0% 2011 2012 2013 Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 10
  11. 11. “Frequent/Daily” Mobile Web Users, by Age 100% 84% 90% 80% 70% 70% 60% 56% 50% 18-24 40% 30% 20% 10% 0% 2011 2012 2013 Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 11
  12. 12. 2012 2013 U.K. 2011 80% Germany Participation in Social Networks 70% 60% 50% 40% 30% 20% 10% Facebook Twitter Linked-in Google+ U.K. Germany France U.K. Germany France France U.K. Germany France U.K. Germany France 0% No Participation Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 12
  13. 13. Online Leisure Market Penetration 52% 40% 35% Source: PhoCusWright’s European Online Travel Overview Eighth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 13
  14. 14. Digital Travel Planning Trends © 2013 PhoCusWright Inc. All Rights Reserved. 14
  15. 15. % of Travelers Who Typically Shop For Travel on Desktops or Laptops 2012 77% 72% France 2013 77% 80% 78% 71% Germany U.K. Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 15
  16. 16. 13% 15% 11% 11% 9% 2012 9% 10% France 10% 14% 2013 10% 8% Germany 8% U.K. Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 16
  17. 17. ? © 2013 PhoCusWright Inc. All Rights Reserved. 17
  18. 18. Time Spent Planning Leisure Travel on Desktop Web (Mobile Travel Planners only) 18% Desktop/Laptop 17% 65% Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 18
  19. 19. Polling Question Among European mobile travel planners, what percent of all online leisure trip planning was conducted on a tablet? a. 7% b. 18% c. 23% © 2013 PhoCusWright Inc. All Rights Reserved. 19
  20. 20. Time Spent Planning Leisure Travel on Desktop Web, Smartphones and Tablets (Mobile Travel Planners) 18% Desktop/Laptop Smartphone 17% 65% Tablet Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 20
  21. 21. Time Spent Planning Leisure Travel on Mobile Devices, by Age Smartphone 11% 21% Tablet 24% 22% 25% 18-24 19% 25-34 16% 35-44 10% 45-54 30% 3% 55+ Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 21
  22. 22. vs. ? © 2013 PhoCusWright Inc. All Rights Reserved. 22
  23. 23. 19% 20% 62% 17% 17% 64% Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 23
  24. 24. Connecting with Digital Travelers: Challenges and Opportunities © 2013 PhoCusWright Inc. All Rights Reserved. 24
  25. 25. Desktop/Laptop only travel planners (Markets Combined) Annual Household Travel Spend © 2013 PhoCusWright Inc. All Rights Reserved. Mobile travel planners (Markets Combined) €2,437 €3,394 25
  26. 26. Top 3 Drivers of Travel Brand Loyalty 36% It offers better prices/value 37% 49% 36% It is reliable/I haven't had problems France 44% 45% Germany U.K. 22% It's easy to shop/find what I am looking for on its website 30% 32% Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 26
  27. 27. Factors Influencing Trying New Travel Brand Influential 22% Recommendations from friends/family 9% 10% 5% 5% Personalised offers/recommendations 20% A one-time promotional offer for new users 6% 25% 23% 32% Positive media coverage (news articles, etc.) A loyalty programme France High ranking search results 5% 5% 17% 35% 14% U.K. Germany France U.K. 14% 3% U.K. 36% Germany 36% 29% Germany 26% France 32% France 29% U.K. 33% Germany 32% France U.K. 37% Germany France 30% 39% 11% 11% 11% 14% 17% 22% U.K. 10% 11% Germany 15% France 15% U.K. 19% 18% 16% Germany 23% Extremely Influential Television/Media Advertisements Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 27
  28. 28. Personalized Offers Are on Traveler’s Radar…
  29. 29. “I expect travel websites to reference my past activities to personalize offers for me.” Strongly Disagree 1-2 Trips Annually 3-5 Trips Annually 6+ Trips Annually 2 3 4 24% 18% 20% 17% Strongly Agree 36% 21% 16% 16% 29% 28% 21% 25% 7% 9% 14% Source: PhoCusWright’s European Consumer Travel Report Fourth Edition © 2013 PhoCusWright Inc. All Rights Reserved. 29
  30. 30. . #phocuswright
  31. 31. #phocuswright
  32. 32. #phocuswright
  33. 33. #phocuswright
  34. 34. #phocuswright
  35. 35. #phocuswright
  36. 36. Questions? Douglas Quinby Vice President, Research PhoCusWright Inc. Marcello Gasdia Consumer Research Analyst PhoCusWright Inc. Sponsored by: Mike Harris Vice President, EMEA Monetate
  37. 37. Related Release www.phocuswright.com/products/4259 Available Friday, September 27, 2013
  38. 38. Upcoming Webinars: PhoCusWright’s China Consumer Travel Report October 9, 2013 Presenter: Douglas Quinby Vice President, Research Moderator: Maggie Rauch Research Analyst Passion for Powder: Understanding the U.S. Ski Traveler October 10, 2013 Moderator: Lorraine Sileo Sr. Vice President, Research Presenter: Douglas Quinby Vice President, Research
  39. 39. Thank You! • Today’s webinar deck and recording will be emailed in a few days to all registered attendees • Interested in becoming a subscriber? Send an email to sales@phocuswright.com • Please fill out the short survey – thank you! #phocuswright

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