Cum cumpara romanii servicii turistice online

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Primul studiu public despre obiceiurile de cumparare a pachetelor turistice in mediul online, prezentat de Daedalus Millward Brown la eTravel Conference 2013 (www.etravel conference.ro)

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Cum cumpara romanii servicii turistice online

  1. 1. 1Click & Go! Online Holiday MakingApril, 2013, Bucharest
  2. 2. Agenda 2 Methodology How do Romanians spend their holidays? How did their last trip looked like? Mapping Online the Routes Some conclusions
  3. 3. Methodology 3 Who did we When? How? Where? talk to? 600 Internet January Random Members of users, 2013 Online Interviews 18-55 y.o., from urban areas Consumer Panel
  4. 4. 4First, somecontext :How doRomanians spendtheir holidays?
  5. 5. Romanians 2012 vacation map 5 53% 20% ABROAD People 18-24 y.o. or students Romania or …while those 25-34 y.o. or those who went in Romania are Abroad with high income that went significantly more, compared to abroad, are more; the average… 68% …and respondents from Bucharest, or those with high education level or fullET 1. During the past 12 months… time employees went both ways more than the average has;
  6. 6. 6How did their lasttrip look like?
  7. 7. Type of services used when in holidays 7 Romania Holiday Abroad holiday Makers Makers N*=331 N**=120 % % Meals/ restaurants 83.7 95.0 The accommodation 77.9 80.8 Tickets to museum/concerts/shows 59.8 73.3  Tickets for train/local 48.9 60.8  public transportation Travel insurance 18.4 66.7  The plane tickets 14.2 Ad-hoc local 61.7  trips, pool/spa access, rentals Access to facilities Car rental services 8.8 21.7  included (massage, sauna, fitness), travel guides Other services 42.9 45.8 local trips, boat/ship trips*Base: Respondents whose last trip was in the country**Base: Respondents whose last trip was abroad ET 2. Please think of your last trip/vacation you made in the country. Which of the following best describes the way you purchased these services for that trip/vacation? ET 3. Please think of your last trip/vacation you made abroad. Which of the following best describes the way you purchased these services for that trip/vacation?  Significant differences towards Romanian holiday makers (95% level of confidence) 
  8. 8. Services purchased by the supplier type 8 Romania Holiday Abroad holiday Makers Makers N**=120 N*=331 % % Haven’t Haven’t used any of Only from Only from used any of these travel travel these services agency agency services 1.7% 10.0% 4.5% 5.4% Both directly and Only from travel directly agency from 18.7% providers 41.7% Only Both directly directly and from from travel providers agency 71.3% 46.7%*Base: Respondents whose last trip was in the country**Base: Respondents whose last trip was abroadET 2. Please think of your last trip/vacation you made in the country. Which of the following best describes the way you purchased these services for that trip/vacation? ET 3. Please thinkof your last trip/vacation you made abroad. Which of the following best describes the way you purchased these services for that trip/vacation?  Significant differences towards Romanian holiday makers (95% level of confidence) 
  9. 9. Way to purchase services – DIRECTLY FROM PROVIDERS 9 Romania Holiday Abroad Holiday Makers Makers N*=298 N*=106 % % Face to face 70.5 69.8 By phone 33.9 13.2  Online 29.2 50.0 *Base: Respondents who purchased services/products directly from providersET 4. You said you have purchased a service or more directly from providers when you went last time on vacation in the country. How did you place the order for the purchased serviceswhen you went last time on vacation in the country? ET 5.How did you place the order for the purchased services when you went last time on vacation abroad?  Significant differences towards Romanian holiday makers (95% level of confidence) 
  10. 10. Way to purchase services – TRAVEL AGENTS 10 Romania Holiday Abroad Holiday Makers Makers N*=77 N*=68 % % Face to face 59.7 60.3 By phone 31.2 33.8 Online 18.2 19.1*Base: Respondents who purchased services/products from a travel agencyET 6. You said you have purchased a service or more from a travel agency when you went last time on vacation in the country. How did you place the order for the purchased serviceswhen you went last time on vacation in the country? ET 7.How did you place the order for the purchased services when you went last time on vacation abroad?  Significant differences towards Romanian holiday makers (95% level of confidence) 
  11. 11. 11Mapping theRoutes Online
  12. 12. Online activities performed in the past 6 months (1) 12 66% 28% Looked up for Bought information accommodation 23% Bought transportation 31% 30% 55% Read online travel Asked for Searched guides, before advice on social comments on deciding where to go networks forums 14% 13% 4% Bought plane Bought public Rented a car tickets transportation*Base: Respondents who had a vacation in the last 12 months ET 8. Which of these activities have you done in the past 6 months?
  13. 13. Online activities performed in the past 6 months (2) 13 15% 13% Went for a Culture (tickets for museums, promotion shows) 11% Full package 7% Last minute 7% Early booking 4% A city break 6% offer Travel insurance*Base: Respondents who had a vacation in the last 12 months ET 8. Which of these activities have you done in the past 6 months?
  14. 14. Activities performed online by holiday makers 14 N*=288 In Romania holiday Makers N*=288 In Romania holiday Makers N*=770 N*=770 Abroad holiday Makers Abroad holiday Makers % % Bought tickets to 10.1Searched for comments on 50.3 museums/concerts 16.9 forums/online communities 63.6 5.9 Bought plane tickets 27.3  30.6 Bought a full travel package 8.7 Asked for advice on social networks online 13.0 27.3 5.2 Bought last minute offer 9.1 25.7Read travel guides, before 4.5 decide Bought early booking offer 41.6  10.4 3.1 Bought travel insurance 22.9 13  Bought accommodation Rented a car during the 2.4 35.1 vacation/holiday 5.2 2.8 12.8 Bought a city break offer Bought tickets for local 3.9 public transportation 9.1 21.9 None of these 6.5*Base: Respondents who had a vacation in the last 12 monthsThose who have been both in Romania and abroad were excludedET 8. Which of these activities have you done in the past 6 months?  Significant differences towards Romanian holiday makers (95% level of confidence) 
  15. 15. Channels used for holiday related purchases 15 I have bought… % Tickets for public transportation N*=46 80.4 13.0 6.5 Plane tickets N*=56 75.0 10.7 14.3 Tickets to the museums/concerts N*=47 68.1 8.5 23.4 Rented a car N*=15! 60.0 26.7 13.3 Travel insurance N*=25! 60.0 24.0 16.0 The accommodation N*=106 50.0 14.2 35.8 A last minute offer N*=29! 44.8 27.6 27.6 Services bought An early booking offer N*=28! 35.7 32.1 32.1mostly fromOnline Travel A city break offer online N*=17! 35.3 35.3 29.4 agents A full travel package online N*=41 31.7 48.8 19.5 Directly from the providers website From online travel agencies From websites where you can compare more offers*Base: Respondents who have done this activity in the last month (NORMALIZED DATA) Treat data with caution due to small base size!ET 8. Which of these activities have you done in the past 6 months? ET 9. And from where did you …?
  16. 16. 16Enjoy your next holiday!Visit us on:

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