More Related Content Similar to Getting To Know Europe's New Digital Traveler (20) More from Chafik YAHOU (20) Getting To Know Europe's New Digital Traveler1. 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. Getting To Know Europe's New Digital Traveler, Sponsored by Monetate
September 26, 2013
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© 2013 PhoCusWright Inc. All Rights Reserved.
2
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
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. 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. 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
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. “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. “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. 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. Online Leisure Market Penetration
52%
40%
35%
Source: PhoCusWright’s European Online Travel Overview Eighth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
13
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
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. 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. 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. 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
24. Connecting with Digital Travelers: Challenges and Opportunities
© 2013 PhoCusWright Inc. All Rights Reserved.
24
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. 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. 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
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
38. Upcoming Webinars:
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Presenter:
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Moderator:
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39. Thank You!
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