Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Traveler’s Road to
Decision: Hotel Insights
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Travel On.
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
1
Travelers across all segments are shopping arou...
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
The Traveler’s mindset
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Travelers across the board are shopping online
mo...
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
41%
29%
11%
1%
47%
34%
12%
3%
Mid-scale hotel
Eco...
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
New trend: business travelers considering less
tr...
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
How travelers
use the web for lodging
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
The internet continues to lead as the primary sou...
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
49%
25%
23%
14%
13%
6%
4%
1%
1%
54%
20%
27%
17%...
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
Price, convenience and past experience are key
...
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Online videos are key throughout the travel fun...
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Multi-screen behavior
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
Send an email/link to myself
Save bookmarks, sh...
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
Consumers book accommodations across screens
Am...
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Hotel-related ads on smartphones have slightly
...
Google Confidential and Proprietary 17Google Confidential and Proprietary 17
19%
Clicked on the ad
As a result of seeing a t...
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
1
Think about how your brand can stay top of mi...
Google Confidential and Proprietary 19Google Confidential and Proprietary 19
Customer Journey
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
From the Assist to Last Touch Point
Google Confidential and Proprietary 21Google Confidential and Proprietary 21
From the Assist to Last Touch Point
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Typical Channel Roles in the Journey
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Drive Revenue By Optimizing the Traveler Planning Journey Pt 1

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The average traveler visits over 20 websites before they make a booking.

Mariana Mechoso Safer of HeBS Digital and Shalini Jariwala of Google will take you through a typical traveler’s journey to booking and what strategies play the largest role through the entire buying funnel.

You’ll get inside strategies on:
· How to boost revenues in Q2 through multichannel marketing
· Where and how different marketing channels reach the consumer
· How many steps it takes a consumer to make a booking
· The customer perspective (i.e. a mom planning family travel or a family reunion)
· Ways to recover abandoned bookings
· Case studies to support recommendations

Mariana Mechoso Safer is Senior Vice President, Marketing at HeBS Digital, overseeing advertising, marketing and public relations. Mariana heads the Las Vegas office, developing and implementing digital marketing strategies for HeBS Digital’s West Coast partners. She frequently conducts industry research and publishes her major travel and hospitality publications, and is also a guest speaker and presenter at hospitality events and conferences.

Shalini Jariwala is Strategic Partner Manager of Channel Sales at Google. Shalini has been working in high tech for the past 10 years. She has held various marketing, sales enablement, and business development roles at companies such as Google, Ooyala, Salesforce.com and Evernote. Currently she is a Strategic Partner Manager on the Channel Sales Team based out of the Google NYC office.

Published in: Business, Technology

Drive Revenue By Optimizing the Traveler Planning Journey Pt 1

  1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1 Traveler’s Road to Decision: Hotel Insights
  2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 Travel On.
  3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 1 Travelers across all segments are shopping around more for accommodations than in previous years 2 4 in 10 business travelers are open to peer-to-peer alternatives when traveling, such as Airbnb or Zipcar 3 The web continues to be the primary source for lodging decisions and bookings, with an acceleration in mobile bookings coming from last minute stays 4 Travelers move between devices to research accommodations, largely relying on search to continue activities 5 Once checked-in, half of leisure and the majority of affluent travelers rely on online sources to research ancillary services Key Takeaways
  4. 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4 The Traveler’s mindset
  5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 Travelers across the board are shopping online more for accommodations than in years past Source: Google Travel Study, May-June 2013, Ipsos MediaCT (H1/H2/H7/H3 Base: Hotel Quota Source: Google Travel Study, Waves 3, 4, and 5, April-May 2011, 2012 and May-June 2013, Ipsos MediaCT 67% Leisure Travelers (vs. 64% in 2012) 59% Business Travelers (vs. 58% in 2012) 81% Affluent Travelers (vs. 76% in 2012) Those who “Always or Frequently” Comparison Shop Online for Accommodations
  6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 41% 29% 11% 1% 47% 34% 12% 3% Mid-scale hotel Economy hotel Upscale hotel Luxury hotel Leisure Business Travelers generally stay in mid-scale and economy hotels Top Types of Lodging Establishments Typically Stayed In Base: Lodging Quota; Leisure N=853; Business N-177 QH4: When traveling for personal/business reasons, in which of the following types of lodging establishments do you typically stay? (Select ONE) Source: Google Travel Study, June 2013, Ipsos MediaCT 2% of leisure travelers typically stay in a rental house / vacation home
  7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 New trend: business travelers considering less traditional methods of lodging and transportation 43% of business travelers plan to research or use peer-to- peer sharing alternatives to traditional hotels or car rental services such as Airbnb or Zipcar Source: Google Travel Study, May-June 2013, Ipsos MediaCT Base: Business Quota N=1500 Q26: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for business purposes in the next year. (Select ONE for each statement)
  8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8 How travelers use the web for lodging
  9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 The internet continues to lead as the primary source for lodging decisions Base: Lodging Quota; Leisure N-853; Business N=177 QH1: Which of the following sources, if any, do you typically use to decide which lodging accommodations to use when taking a personal or leisure/business trip? (Select ALL that apply) Source: Google Travel Study, June 2013, Ipsos MediaCT Sources for lodging decisions Leisure Business Internet 82% 74% Family, friends, or colleagues 43% (+4 pts. YoY) 29% Informational brochures 16% 13% 800 or toll-free number 9% (-2 pts. YoY) 15% TV 9% 5% (-2 pts. YoY) Magazines 6% 6% Travel agents 5% 6% (-7 pts. YoY) Newspapers 3% 3% Travel groups 3% 3% Books 3% 2% Radio 2% 1% Leisure travelers are more likely to rely on word-of-mouth than business travelers
  10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 49% 25% 23% 14% 13% 6% 4% 1% 1% 54% 20% 27% 17% 15% 10% 7% 7% 4% At a lodging website Book through an online travel agent Call a local lodging establishment directly Call a lodging company's general 800 number Walk-in at a local lodging establishment On a mobile website Through a smartphone or tablet app Company travel department Call a travel agent Leisure Business 7 in 10 travelers book their lodging online QH2 Base: Lodging Quota QH2: How have you reserved lodging accommodations when traveling for one or more nights on personal vacations/business trips in the past 6 months? (Select ALL that apply) / (QH9) How likely are you to reserve future lodging accommodations on each of the following devices? Source: Google Travel Study, June 2013, Ipsos MediaCT Lodging Booking Methods How are you valuing calls to a property or call center? +7 pts. YoY +4 pts. YoY +4 pts. YoY +3 pts. YoY
  11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Price, convenience and past experience are key factors in lodging decisions Base: Lodging Quota QH3: How important are each of the following when choosing lodging accommodations for personal or leisure/business travel? (Select ONE for each) Source: Google Travel Study, June 2013, Ipsos MediaCT 90% 73% 70% 61% 60% 60% 58% 57% 84% 80% 77% 72% 62% 56% 56% 54% Price Most convenient location Past experience with lodging establishment Free in-room Wi-Fi In-room services offered Hotel website (accessed via computer) Promotions Cancellation policy/ Ability to change booking Leisure Business Importance of Features When Choosing Lodging (Extremely/Very important) Market your top value propositions and ensure that guests can easily find what they need to plan and book on your website
  12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 Online videos are key throughout the travel funnel Source: Google Travel Study, May-June 2013, Ipsos MediaCT Base: Watched/commented on travel-related video. Leisure N=1533, Business N=931 Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply) When thinking about taking a trip When choosing a destination When looking for ideas of things to do at a particular destination When deciding on accommodations When deciding which website to book on Leisure Travelers Business Travelers 64% 63% 65% 52% 29% 66% 66% 65% 61% 40% When Travel Videos are Viewed
  13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 Multi-screen behavior
  14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Send an email/link to myself Save bookmarks, shopping cart or favorites in my account Sync to an online service (Dropbox, Google Docs) Directly navigate to the destination site (via browser/app) 44% Conduct a search on the other device 49% 36% 18% 5% Google Travel Multi-Screen Study, July 2013, Ipsos MediaCT Hotel N=889 Base: Did Sequential For Component Q36. You mentioned that you have started related activities on one device and then continued them on another device. In which ways did you "move" between devices? Travelers move between devices for lodging planning and research Method of Moving Between Devices Sequentially for Lodging-related Activities
  15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 Consumers book accommodations across screens Among those who researched accommodations on a device… 86%book via computer 45%book via tablet 41% book via smartphone 83%book via computer 35%book via tablet 31% book via smartphone Base: Business and Personal Quotas who did travel component and use specific device for travel research (floating), differences from slide DEVICE2 due to rounding DEVICE3: And, on which device(s) did you reserve or book each of the following components in the past 6 months for your personal or leisure trips? (Select ALL that apply for each component) Source: Google Travel Study, June 2013, Ipsos MediaCT Business travelers Leisure travelers
  16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 Hotel-related ads on smartphones have slightly higher recall than desktop, but both prompt action Google Travel Multi-Screen Study, July 2013, Ipsos MediaCT Base: Did Sequential For Component; Computer N=1232, Smartphone N=386 Q38. Below is a list of types of advertising. Which of these types of travel-related ads do you recall seeing on your device(s) during your [component] travel planning process? 55% of travelers took action after seeing a hotel-related ad regardless of whether it was on a computer, smartphone or tablet Hotel ad recall: 59% Hotel ad recall: 55%
  17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 19% Clicked on the ad As a result of seeing a travel-related ad on a smartphone during hotel research: 20% Called the advertiser by clicking on the number 24% Looked for more information on the device Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013. (Q39) And, which of the following actions, if any, did you take as a result of seeing travel-related advertising on these devices during your [component] planning process in the past 6 months? Base: Multiple Device Users Who Saw Specific Types of Ads on Smartphones
  18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 1 Think about how your brand can stay top of mind with travelers from the initial inspiration phase down to consideration and booking 2 Develop stronger digital strategies to reach consumers early and inspire new travel before the consideration phase. Search is a key resource for travelers, making it an essential channel for marketers as well 3 Connect with travelers across devices. A booking on one device can directly or indirectly result from a previous research or activity on another device 4 Develop and promote video content that allows you to bring the sights and sounds of your destination, property or product. Know how to leverage user-generated content to allow advocates to tell your story for you What does this mean for Marketers?
  19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 Customer Journey
  20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 From the Assist to Last Touch Point
  21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 From the Assist to Last Touch Point
  22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 Typical Channel Roles in the Journey

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