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Impact of Social Media and Internet to the Travel Industry (2013)
 

Impact of Social Media and Internet to the Travel Industry (2013)

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A follow up to the previous presentation of similar title. This presentation builds from the previous version with updated statistics to further explain the impact of social media and Internet as a ...

A follow up to the previous presentation of similar title. This presentation builds from the previous version with updated statistics to further explain the impact of social media and Internet as a whole to the travel and hospitality industry.

Although it contains global data I put more emphasis on South East Asia and Indonesia because of increasing travel demands here and it's also my primary market base.

If you would like to receive a copy of the presentation please send email to joris.satyadharma@gmail.com.

All data used in this presentation are credited to the respective sources and clearly indicated.

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Impact of Social Media and Internet to the Travel Industry (2013) Impact of Social Media and Internet to the Travel Industry (2013) Presentation Transcript

  • IMPACT OF SOCIAL MEDIA AND INTERNET TO THE TRAVEL INDUSTRY By Joris Satyadharma
  • Rapid Growth of Global Online Population Source: Internet World Stats, June 2012
  • Distribution of Worldwide Internet Audience Source: comScore Media Metrix, March 2013
  • Average Time Spent Online (Hours) March 2013 Source: comScore Media Metrix, March 2013
  • Average Time Spent Online (Hours) By Gender Source: comScore Media Metrix, March 2013
  • Travel Review Websites 69% 62% 46% Online Travel Agencies 57% 49% 48% Travel Operator Sites 56% 60% 44% Family & Friends 43% 37% 53% Magazines & Brochures 30% 51% 31% Social Media 24% 30% 50% Storefront Travel Agency 18% 15% 23% Source: TripAdvisor TripBarometer , 2013 INDONESIA WORLDWIDE ASIA Travel Planning Is Dominated By Online Resources
  • Social media has had a huge impact on every industry across the world and travel is no exception.
  • “92% of global consumers trust ‘earned media’, such as word-ofmouth and recommendations from friends and family, above all other forms of advertising.” - Nielsen Company
  • Social Media Role In Every Phase of Consumer Travel Experience • Travel inspiration • Recommendation by friends/family • Social ads Research & Booking Vacation • Post/comment travel experience • Check-in to location • Post online reviews • Share photos/videos • Post online reviews • ‘Like’ a place/brand PostVacation
  • How Social Endorsement Works Brand produces content on social media Social influencers engage and endorse brand Audience drive endorsements through engagement with influencer content
  • “Companies that blog generate 88% more inbound leads than those who do not blog.” - Hubspot
  • Travel Planning • 80% begin planning their vacation two or more months ahead of time when taking a long trip. • 77% begin planning their vacation within a month of departure when taking a short trip. • 55% consider 1-5 properties before booking an accommodation. • 32% prefer to book directly on an accommodation's website. 2012 TRIPADVISOR HOTEL REVIEW SURVEY Conducted by PhoCusWright on behalf of TripAdvisor
  • Travelers Use Social Media for Travel Inspiration Source: Text100 Digital Index, 2013
  • Who Draws Inspiration from Social Media Source: Text100 Digital Index, 2013
  • Popular Social Media Activities Source: Text100 Digital Index, 2013
  • Point of Influence Source: Text100 Digital Index, 2013
  • Why Do Travelers Write Reviews? • 74% travelers say they write reviews because they want to share a good experience with others. • 98% find TripAdvisor reviews to be accurate of the actual experience. • 87% agree that TripAdvisor hotel reviews “help me feel confident in my booking decisions”. • 53% will not book a hotel that doesn’t have any reviews. 2012 TRIPADVISOR HOTEL REVIEW SURVEY Conducted by PhoCusWright on behalf of TripAdvisor
  • “70% of global consumers say online reviews are the second most trusted form of advertising.” Source: WAYN for the World Travel & Tourism Council, 2012
  • Indonesia Online Population is Growing Rapidly Internet Users in Million 93.4 83.6 72.7 59.6 2012 Source: eMarketer, March 2013 2013 2014 2015
  • Generation Divide of Online Users in Indonesia 12-15 9.9% 15-19 10.9% 20-24 11.6% 25-29 14.2% 30-34 11.8% 35-39 10.9% 40-44 10.1% 45-49 9.1% 50-54 55-59 60-65 DIGITAL NATIVE Generation born and living in the Internet era. Tend to make online trends. 6.0% 3.1% 2.5% Source: APJII, December 2012 DIGITAL IMMIGRANT Older generation who “found’ Internet as an adult. Often feel the need to learn and adapt to new technologies.
  • Indonesia Internet User by Profession 22% White Collar Blue Collar Entrepreneur 15% 63% Source: APJII, December 2012
  • Social Media Dominate Indonesian Online Activities 87.8% SOCIAL MEDIA BROWSING 68.9% NEWS 68.3% 62.1% DOWNLOAD VIDEO 57.9% EMAIL 22.4% CHATTING 18.5% ONLINE GAME VIDEO CALL 5.9% BLOG 5.3% VOIP FILE SHARING 3.6% 2.6% Source: APJII, December 2012
  • “52% of Facebook users said their travel plans were affected by seeing friends’ pictures of trips.” Source: WAYN for the World Travel & Tourism Council, 2012
  • Facebook 1 USA 2 Brazil 3 India 4 Indonesia 5 Mexico Source: Quintly, June 2013 168,000,000 76,000,000 72,000,000 54,000,000 46,000,000
  • YouTube 6,000,000,000 1,000,000,000 Over 6 billion hours of video 100 More than 1 are watched each month on YouTube Source: YouTube, 2013 billion unique users visit YouTube each month More than one billion views a day on mobile 100 hours of video are uploaded to YouTube every minute 70% 70% of YouTube traffic comes from outside the US
  • Twitter 215 million monthly active users Jakarta #1 city in the world with most tweets 30 million users in Indonesia Source: Twitter & Brand24, 2013 75% users accessed on Mobile 78% users outside US 500 million Tweets per day
  • Google+ 1+ billion registered users 204,000,000+ Active Users in Asia Pacific Source: GPlusData, GlobalWebIndex & Marketing Land, 2013 80% users log in once a week, 60% users log in every day 659,000+ users in Indonesia
  • Joris Satyadharma joris.satyadharma@gmail.com • http://id.linkedin.com/in/jorissatyadharma/ • http://www.slideshare.net/jbs1077 • https://plus.google.com/+JorisSatyadharma/ • https://twitter.com/sayajoris