The Traveler’s Road to Decision 2011 by Google

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Objectives: To understand how consumers research and gather information throughout the travel decision-making process. More info: www.thinkwithgoogle.com/insights More about it here: http://www.thinkwithgoogle.com/insights/library/infographics/five-stages-of-travel/

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The Traveler’s Road to Decision 2011 by Google

  1. 1. The Traveler’s Road to Decision 2011Google/IPSOS OTX Media CTUS, July 2011
  2. 2. ObjectivesTo understand how consumers research and gather informationthroughout the travel decision-making process. MONTH How has travel What role does Does the How is online How do mobile planning changed the Internet play research video used in the devices play a this year? in travel planning? process vary by travel planning role in the traveler type? process? process? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 2
  3. 3. Research Methodology•  5,000 US consumers identified as Personal or Business Travelers (see definitions below) completed a survey about travel habits and attitudes. –  A segment of 1,500 Affluent Travelers (based on self-reported HHI) was also interviewed about their leisure travel behavior/intentions•  If qualified, respondents were routed to a maximum of two of the following deep- dive sections: air travel, hotel, car rental, cruise.•  Interviews were conducted between 4/20/11 and 5/11/11. –  The current report reflects the third annual wave of this research (Waves 1 and 2 completed in spring 2009 and spring 2010) and provides trended insights. Personal Traveler Business Traveler Affluent Traveler has taken at least one has taken at least has taken at least one trip for leisure in the three trips for business trip for leisure in the past 6 months in the past 6 months past 6 months and (3500 interviews) (1500 interviews) has a household income of $250K+ (1500 interviews) Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 3
  4. 4. Key Findings The positive outlook for travel continues in 2011, as the majority of 1 travelers planning to take the ‘same or more’ trips has grown over the past two years. The internet continues to be the most prevalent tool for 2 researching and booking travel. Primarily for reasons related to ease and cost, search engines are the 3 most commonly used online source for Personal Travelers. Reliance on mobile devices for travel activity continues to grow 4 considerably. 5 Online videos are increasingly popular for travel-related activity. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 4
  5. 5. Travel Outlook Google Confidential and Proprietary 5
  6. 6. The Overall Travel Outlook Continues to bePositive Predicted 2011 Travel Frequency Plan to take the Same or More Personal/Business Trips in 2011 (vs. 2010 and 2009)2011 87% 89%2010 87% 86%2009 82% 77% Personal Traveler Business Traveler Base: Personal Traveler 2011 (Total Respondents); Business Traveler (Total Respondents) Q: Thinking about any [INSERT: personal/leisure OR business] trips you may take in 2011, would you say the number of trips youll take will be… Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 6
  7. 7. Personal Travelers Plan Domestic for their NextVacation % of Leisure Travelers Considering Top 5 Domestic Destinations International vs. Domestic for Their Next Vacation 1.  Las Vegas (27%) 2.  New York City (18%) 3.  Orlando (18%) 4.  Honolulu (14%) Domestic Both 5.  Chicago (13%) (72%) (11%) Top 5 International Destinations Not 1.  Caribbean (23%) Sure International 2.  Italy (21%) (12%) (5%) 3.  United Kingdom (19%) 4.  Mexico (19%) 5.  Bahamas (18%) Base: Personal Traveler 2011 (3097) Q: Are you considering domestic or international destinations for your next vacation? Which of the following domestic/international destinations, if any, would you consider for your next vacation? (Select all that apply) Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 7
  8. 8. Personal Travelers Remain Value Conscious % of travelers who agree or strongly agree with the following statements… 59% I plan to spend more time shopping around/researching before booking travel because finding value for my money is important to me. vs. 54% in 2010 57% I will take advantage of travel coupons and discounts more over the next year. 55% I would like to stay at an upscale or luxury hotel if the price is right. 53% I plan to spend more time comparison shopping online over the next year than I have in the past. 39% I plan to take a “wait and see” approach to booking travel (rather than booking in advance) in order to secure good deals. Base: Personal Traveler 2011 (Total Respondents) Q: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for personal/leisure purposes in the next year. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 8
  9. 9. Business Travelers Search for Value Too % of travelers who agree or strongly agree with the following statements… I would like to stay at an upscale or luxury hotel if the price is 69% right. I plan to spend more time shopping around/researching before 56% booking business travel, in order to find good value for my money. I plan to look for lower cost alternatives when booking my 55% overnight accommodations. I’m more likely to look for flights with connections or layovers in 47% order to save money. Base: Business Traveler 2011 (1500) Q: 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. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 9
  10. 10. ½ of Business Travelers Frequently IncludeLeisure Time/Entertainment on their Trips Leisure Time Included In Business Trip Always 24% Always/ Frequently (53%) Frequently from 35% in 2008, to 47% in 29% 2009, to 53% in 2010 Sometimes Ever (98%) Rarely 30% Never 15% 2% Base: Business Traveler 2011 vs 2010 (1500; 1182) Q: 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. Right hand side: 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. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 10 www.thinkwithgoogle.com/insights
  11. 11. Rewards Program Membership is Higher for Business Travelers and in Air Travel Reward Program Membership 64% 45% 70% 89%of Personal Travelers are of Business Travelers are members of a travel members of a travel 41% 70% rewards program rewards program 18% 50% Base: Personal Traveler (2010: 3500; 2009: 3450); Business Traveler (2010: 1500; 2009:1552). Q: Which, if any, of the following types of rewards programs do you belong to? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 11
  12. 12. Internet Usage Google Confidential and Proprietary 12
  13. 13. The Internet is the Leading Source for Travel Planning Information Travel Planning Sources 85% from 79% Internet 78% in 2009Family, friends, or colleagues 60% 38% Informational brochures 32% 28% Magazines 24% 25% TV 22% 26% Travel agents 18% 36% Personal (n=3500) Books 18% Business (n=1500) 19% Newspapers 12% 19% 800 or toll-free number 11% 23% Travel groups 10% 20% Radio 7% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Base: Personal Traveler 2011 (3500). Business Traveler 2011 (1500) Q: Which of the following sources do you typically use to plan personal or leisure trips/business trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 13
  14. 14. The Internet is Key to Affluent Traveler Planning and Booking Travel Planning Sources Internet 87% +3% YoYFamily, friends, or colleagues 54% 43% Magazines 35% Of affluent travelers report that the internet Books 34% prompted them to book (up from 38% in 2010). Informational brochures 32% Travel agents 27% TV 24% 2011 Newspapers 20% (n=1655) 0% 20% 40% 60% 80% 100% Base: Affluent Travelers (2011: 1655; 2010: 983). Q.: Which of the following sources do you typically use to plan trips? Please indicate the statements that you feel apply to each source of information. Note: * indicates a significant difference between 2010 and 2011 at the 95% confidence level Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 14 www.thinkwithgoogle.com/insights
  15. 15. Research is the Top Online Activity forPersonal Travelers Online Travel Activity in the Past Six Months Researched an upcoming trip 62% Researched after seeing an online ad 49% Brainstormed or started thinking about a trip 45% +5% since 2009 Read reviews from other travelers 43% +5% since 2009 Requested more upcoming trip info 35% Watched a travel video 31% +10% since 2009 Looked at travel content or reviews shared/posted 27% Read a travel-related blog 24% Posted reviews of places I have been 16% Uploaded a video related to my past travel 11% Commented on a travel review 11% Personal (3500) Commented on a travel-related video 9% Participated in a travel-related blog 7% Base: Personal Traveler 2011 (3500) 0% 10% 20% 30% 40% 50% 60% 70% Q: Which of the following have you done online in the past 6 months? Note: *indicates a significant difference YoY at the 95% confidence level Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 15 www.thinkwithgoogle.com/insights
  16. 16. Business Travelers are Highly Engaged in theOnline Space Online Travel Activity in the Past Six Months Researched an upcoming trip 69% Researched after seeing an online ad 60% Brainstormed or started thinking about a trip 54% +4% YoY Read reviews from other travelers 56% Requested more upcoming trip info 49% Watched a travel video 46% +9% since 2009 Looked at travel content or reviews shared/posted 43% Read a travel-related blog 40% Posted reviews of places I have been 32% +7% since 2009 Uploaded a video related to my past travel 26% Business (1500) Commented on a travel review 26% Commented on a travel-related video 23% Participated in a travel-related blog 21% Base: Business Traveler 2011 (1500) 0% 10% 20% 30% 40% 50% 60% 70% 80% Q.  Which of the following have you done online in the past 6 months? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 16
  17. 17. The Internet is Used Throughout the PurchaseFunnel Effect of Each Travel Source Helped me learn more 66% 34% 17% 14% 9% 4% +8% since 2009 Provided information to help me decide 61% 41% 13% 11% 6% 3% Prompted me to book 37% 16% 4% 4% 2% 1% +9% since 2008 Base: Used one of the above as sources to plan. Personal Traveler 2011 (3317). Business Traveler 2011 (1330) Q: Listed are some of the sources typically used to plan personal or leisure/business trips. Please indicate the statements which you feel apply to each source of information. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 17 www.thinkwithgoogle.com/insights
  18. 18. The Internet Taps Into Social Elements of travel % of travelers who agree or strongly agree with the following statements… Personal Business I share pictures of my vacation online. 53% 52% I enjoy reading experiences, reviews, and information from people like me. 49% 57% I have made travel plans based on reviews and experiences of others. 45% 54% I use social networking to share my travel- related experiences. 40% 46% I like to participate in web discussions about travel related topics. 23% 39% Base: Total Respondents. Personal Travelers (3500) Business Travelers (1500). Q: Below are some statements that may or may not describe your attitudes and opinions related to travel. Please indicate how much you agree or disagree with each statement. (Top 2 box) Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 18
  19. 19. Search Remains the #1 Planning Source forPersonal Travel Sources Used to Plan Travel Search engines 64% Hotel websites 56% Online travel agency 51% Airline websites 50% Map sites 49% Travel review sites 39% +7% YoY Travel search sites 36% Destination-specific sites 36% Car rental websites 26% Social networking sites 24% +12% since 2009 Online video sites 22% +8% since 2009 Travel planning sites 20% General discount sites/groups 19% Cruise operator websites 15% 0% 10% 20% 30% 40% 50% 60% 70% Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167). Q.  Which of the following online sources do you typically use to plan personal or leisure/ business trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 19
  20. 20. Supplier Sites are Core to Business TravelPlanning Sources Used to Plan Travel Hotel websites 66% Airline websites 61% Search engines 58% Map sites 54% Online travel agency 52% Car rental websites 47% Travel search sites 42% Travel review sites 41% +5% YoY Destination-specific sites 35% Travel planning sites 30% Online video sites 28% Social networking sites 27% General news sites 25% General discount sites/groups 24% Cruise search sites 20% Business Travel-specific discussion boards 20% (n=1167) Tour operator websites 19% Cruise operator websites 18% 0% 10% 20% 30% 40% 50% 60% 70% Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167). Q.  Which of the following online sources do you typically use to plan personal or leisure/business trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 20 www.thinkwithgoogle.com/insights
  21. 21. Search is a Key Component of the TravelPlanning and Purchasing Process 55%Of travelers say “always start my Search Engine Users Most Often Seek: travel booking and shopping process with search.” Overnight Accommodations 61% Destinations Of travelers agree that “search Vacation Activities engines are my go-to source for 79% travel information” Air Travel Road Trips of Travelers who use searchengines find them “extremely” or “very” useful Base: Total Respondents. Personal (3500) Business (1500). Also: Use Internet to Plan trip. Personal (2989), Business (1167). Also: Search Engine Users. Personal (2940) and Business (1141). Q: Please indicate how much you agree or disagree with each statement. Also: How useful are search engines to you while you plan your trips. Also: How often do you search for information on the following when planning your trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 21
  22. 22. Travelers Access the Internet in Multiple Ways Where Travelers Access the Internet For Travel Info Personal Business (2989) (1167)100% 95% Mobile 31% Personal /90% 56% Business 81%80% 73%70%60% 51%50%40% 34% 27% 29%30%20% 11%10% 3% 2% 0% Home Office or Work Mobile phone Mobile device Other Base: Use Internet to Plan trip. Personal (2989), Business (1167). Q: From which of the following locations do you access the internet for travel-related information? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 22
  23. 23. Mobile Google Confidential and Proprietary 23
  24. 24. Use of Mobile Phones for Travel Info Is Growing Significantly Year Over Year Use Mobile Phone To Access Internet For Travel Info60% A 2009 B 2010 51% +11% YoY50% C 2011 40%40%30% 27% +9% YoY 25%20% 18%10% 8%0% Personal Travelers Business Travelers Base: Used Internet as a source to plan trip. Q: From which of the following locations do you access the Internet for travel-related information when planning your ? (Select ALL that apply)… Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 24
  25. 25. Travelers Rely on Mobile Devices to Research Travel Information Online Travel-Related Activities Done Using Mobile Device 61% Researched an upcoming trip 68% 53% +6% YoY Checked into my hotel, flight, cruise etc. 70% 52% Read reviews of other travelers 56% PersonalRequested more information related to an upcoming 45% (n=806) trip 58% Business 43% (n=596) Reserved or booked a hotel, flight, cruise, etc. 63% 38%Downloaded a travel-related "app" onto my phone +6% YoY 54% 31% Watched a travel-related video 48% 0% 20% 40% 60% 80% Base: Use mobile device for travel-related information. Personal (806), Business (596). Q: Thinking about your personal or leisure/business travel, which of the following travel-related activities have you used your mobile device for in the past year? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 25
  26. 26. Online Video Google Confidential and Proprietary 26
  27. 27. Online Video Use in Travel has Grown Steadily Over the Past 2 Years Personal Traveler Business TravelerWatch onlinevideos… 89% from 86% in 2010 93% from 90% in 2010 and 83% in 2009 and 2009 Watch TRAVEL- RELATED online 46% 68% from 63% in 2010 videos… from 41% in 2010 and 56% in 2009 and 36% in 2009 85% Of travelers use YouTube to watch videos. Base: Personal Travelers 2009-2011 (3450, 3500, 3500) Business Travelers 2009-2011 (1552, 1500,1500) Q: Typically, how often do you watch videos online? What types of videos have you ever watched on the Internet? On which of the following websites do you watch videos? Google Confidential and Proprietary 27 Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights
  28. 28. Travelers View Videos Online During AllPhases of Trip Planning When Travelers View Travel Videos100%90% Personal (1454) Business (953)80% 68% 70% 68%70% 66% 66% 64% 64% 59% 58%60% 53%50%40%30%20%10% 0% When looking for When choosing a When thinking about When deciding on When thinking about ideas of activities to do destination taking a trip accommodations at a what type of trip to at a particular particular destination take destination Base: Watch Travel Videos Online . Personal (1454), Business (953). Q. At what points in your travel planning process do you view videos online? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 28 www.thinkwithgoogle.com/insights
  29. 29. Travelers Are Watching Official Video Content Types Of Travel Videos Viewed Personal (1454) Business (953)Videos from hotels, airlines, cruises, tours, 68% etc. 69% 60% Trip reviews from experts 64% 58% Videos from travel-related channels 65% 56% Trip reviews from people like me 59% 46% Videos made by people like me 51% Commercials or ads from companies or 45% brands 53% 35% Videos made by friends and family 47% 0% 20% 40% 60% 80% 100% Base: Watch Travel Videos Online. Personal (1454), Business (953). Q. Specifically, what types of travel-related videos do you watch online? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 29 www.thinkwithgoogle.com/insights
  30. 30. Video is a Platform for Sharing TravelExperiences “I uploaded a video related to my past travel in the past 6 months” A 200930% B 2010 26%25% C 2011 23%20% 16%15% 11% 9%10% 6%5%0% Personal Travelers Business Travelers Base: Total respondents. Personal (2500), Business (1500) Q. Which of the following have you done online in the past 6 months? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 30
  31. 31. Wrap-Up Google Confidential and Proprietary 31
  32. 32. Takeaways and Thought-Starters The positive outlook for travel continues in Has your brand seen positive consumer engagement1 2011, as the majority of travelers planning to take the ‘same or more’ trips has grown over and how are you tracking that? Are you creating an engaging reason for travelers to turn to your brand – before and even after their trip ends? the past two years. The internet continues to be the most Are you reaching out to travelers via the right channels?2 prevalent tool for researching and booking travel. Does your messaging convey your competencies? Are you considering the entire purchase funnel? Are you remarketing? Primarily for reasons related to ease and cost, Think coverage – of keywords and of devices.3 search engines are commonly used and the top online source for Personal Travelers. Are you efficiently reaching consumers at scale with search? In mobile? Throughout the funnel? Does your creative reflect consumer interests? Are you present for consumers searching and browsing4 Reliance on mobile devices for travel activity continues to grow considerably. on mobile? Is mobile a functioning extension of your current efforts? Have you implemented click-to-call ads to increase CTR? Do you have videos on your website and other popular5 Online videos are increasingly popular for travel-related activity. video sites? Are you driving people to them? What assets can you create? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 32
  33. 33. Like what you learned? Find more data and thought starters atwww.thinkwithgoogle.com/insights

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