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Moderator:
Douglas Quinby
Principal Analyst
PhoCusWright Inc.
The Traveler’s Appetite for Ancillary Products
May 8, 2013 A...
2© 2013 PhoCusWright Inc. All Rights Reserved.
The Traveler’s Appetite for Ancillary Products
May 8, 2013
To view the reco...
PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
© 2013 PhoCusWright Inc. All Rights Reserved. 4
Polling Question
What percentage of travelers are never interested in
purc...
© 2013 PhoCusWright Inc. All Rights Reserved. 5
Purchasing Interest in Additional Services or Upgrades
from Travel Compani...
© 2013 PhoCusWright Inc. All Rights Reserved. 6
Purchasing Interest in Additional Services or Upgrades
from Travel Compani...
© 2013 PhoCusWright Inc. All Rights Reserved. 7
Purchasing Interest in Additional Services or Upgrades
from Travel Compani...
© 2013 PhoCusWright Inc. All Rights Reserved. 8
Ancillary Services Purchased
Question: Which of the following products or ...
PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
© 2013 PhoCusWright Inc. All Rights Reserved. 10
Timing/Placement of Additional Services or Upgrades
Question: When/where ...
© 2013 PhoCusWright Inc. All Rights Reserved. 11
Timing/Placement of Additional Services or Upgrades, by
Advanced Booking ...
© 2013 PhoCusWright Inc. All Rights Reserved. 12
Monetate Custom Question: Timing/Placement of
Additional Services or Upgr...
PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
© 2013 PhoCusWright Inc. All Rights Reserved. 15
Portion of Time Spent on Devices to Plan Travel
Question: Considering all...
© 2013 PhoCusWright Inc. All Rights Reserved. 16
Portion of Time Spent on Devices to Plan Travel Among
Travelers Who Plan ...
© 2013 PhoCusWright Inc. All Rights Reserved. 17
Portion of Time Spent on Devices to Plan Travel, by Trip
Frequency
Questi...
© 2013 PhoCusWright Inc. All Rights Reserved. 18
Portion of Time Spent on Devices to Plan Travel, by Travel
Spend
Question...
© 2013 PhoCusWright Inc. All Rights Reserved. 19
Portion of Time Spent on Devices to Plan Travel, by Age
Question: Conside...
© 2013 PhoCusWright Inc. All Rights Reserved. 20
Portion of Time Spent on Devices to Plan Travel, by
Purchasing Interest i...
© 2013 PhoCusWright Inc. All Rights Reserved. 21
© 2013 PhoCusWright Inc. All Rights Reserved. 22
Website Choice Motivation
Question: Why did you choose the particular Web...
© 2013 PhoCusWright Inc. All Rights Reserved. 23
Website Usability
Question: What makes a travel website easy to use? Sele...
© 2013 PhoCusWright Inc. All Rights Reserved. 24
Website Usability, by Age
Question: What makes a travel website easy to u...
© 2013 PhoCusWright Inc. All Rights Reserved. 25
Website Usability, by Annual Travel Spend
Question: What makes a travel w...
© 2013 PhoCusWright Inc. All Rights Reserved. 26
Polling Question
Does your company optimize its website experience
across...
Questions?
Douglas Quinby
Principal Analyst
PhoCusWright Inc.
Carroll Rheem
Principal Analyst
PhoCusWright Inc.
Sponsored ...
Related Release:
www.phocuswright.com/products/4251
Upcoming Webinar:
PhoCusWright and the Future of Travel Distribution:
Innovation and Technology Trends 2013
May 16, 2013
P...
Thank You!
• Today’s webinar deck and recording will be emailed in a
few days to all registered attendees
• Interested in ...
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
The Traveler’s Appetite for Ancillary Products
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The Traveler’s Appetite for Ancillary Products

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Watch the webinar: http://monetate.com/webinar/the-travelers-appetite-for-ancillary-products/

Find out what types of ancillary offers travelers are most interested in–and when they want to receive them. Join Carroll Rheem, principal analyst at PhoCusWright, and Blair Lyon, Monetate’s vice president, marketing to explore the role of ancillaries within the travel process. Topics include:

Traveler attitudes towards ancillary services
Consumer interest in ancillaries by supplier type (airlines, hotels, car rental)
When/where travelers prefer to be offered additional services/upgrades
Personalization, mobile and the future of ancillaries

Presenters:

• Carroll Rheem, Former Principal Analyst, PhoCusWright
• Blair Lyon, Vice President, Marketing, Monetate

Published in: Education, Travel, Business
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Transcript of "The Traveler’s Appetite for Ancillary Products"

  1. 1. Moderator: Douglas Quinby Principal Analyst PhoCusWright Inc. The Traveler’s Appetite for Ancillary Products May 8, 2013 A PhoCusWright Webinar Presenter: Carroll Rheem Principal Analyst PhoCusWright Inc. Sponsored by: Presenter: Blair Lyon VP, Marketing Monetate
  2. 2. 2© 2013 PhoCusWright Inc. All Rights Reserved. The Traveler’s Appetite for Ancillary Products May 8, 2013 To view the recorded presentation, please click here. Note: If you download the Webinar, you will need a WebEx player. If you do not have one installed, please download the player here. All PhoCusWright Inc. publications are protected by copyright. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or electronically distribute copyrighted material without explicit permission. Limited information in a report may be used in a presentation or similar, providing that PhoCusWright and the title of the report are referenced as the data source. You may not copy, reproduce, modify, republish, upload, post, transmit, or distribute, electronically or otherwise, any PhoCusWright research report in any form or by any means without prior written permission from PhoCusWright Inc. Any unauthorized use of the materials may violate copyright, trademark, and other applicable laws and could result in criminal or civil penalties. © PhoCusWright
  3. 3. PhoCusWright’s Consumer Travel Report: Fifth Edition Custom Questions
  4. 4. © 2013 PhoCusWright Inc. All Rights Reserved. 4 Polling Question What percentage of travelers are never interested in purchasing ancillary products or upgrades? a. 10% b. 20% c. 30% d. 40% e. 50%
  5. 5. © 2013 PhoCusWright Inc. All Rights Reserved. 5 Purchasing Interest in Additional Services or Upgrades from Travel Companies Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies? Please select one option for each row. Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 19% 13% 16% 33% 28% 25% 29% 35% 34% 11% 15% 15% 8% 9% 11% Airlines Hotels Car rental providers Never interested Rarely interested Sometimes interested Often interested Always interested
  6. 6. © 2013 PhoCusWright Inc. All Rights Reserved. 6 Purchasing Interest in Additional Services or Upgrades from Travel Companies, by Age Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies? Please select one option for each row. Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 11% 18% 21% 18% 28% 28% 38% 32% 30% 30% 33% 34% 33% 27% 28% 28% 24% 27% 10% 14% 12% 12% 8% 8% 8% 9% 9% 9% 7% 3% 18-24 25-34 35-44 45-54 55-64 65+ Never interested Rarely interested Sometimes interested Often interested Always interested 11% 11% 11% 12% 17% 22% 23% 29% 24% 27% 33% 36% 37% 34% 39% 37% 34% 30% 18% 18% 17% 16% 10% 8% 11% 9% 10% 8% 7% 5% 18-24 25-34 35-44 45-54 55-64 65+ 11% 13% 14% 20% 19% 23% 25% 30% 22% 18% 25% 32% 32% 31% 40% 37% 31% 21% 16% 16% 14% 16% 16% 11% 16% 11% 9% 10% 9% 14% 18-24 25-34 35-44 45-54 55-64 65+ Air Ticket Lodging Car Rental
  7. 7. © 2013 PhoCusWright Inc. All Rights Reserved. 7 Purchasing Interest in Additional Services or Upgrades from Travel Companies, by Trip Frequency Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies?Please select one option for each row. Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 24% 16% 10% 35% 33% 24% 27% 31% 35% 8% 11% 22% 6% 9% 10% 1-2 trips 3-5 trips 6+ trips Never interested Rarely interested Sometimes Interested Often interested Always interested 15% 12% 8% 30% 26% 22% 35% 37% 32% 13% 17% 24% 7% 9% 14% 1-2 trips 3-5 trips 6+ trips 18% 16% 9% 24% 25% 24% 33% 34% 35% 15% 14% 21% 11% 11% 11% 1-2 trips 3-5 trips 6+ trips Air Ticket Lodging Car Rental
  8. 8. © 2013 PhoCusWright Inc. All Rights Reserved. 8 Ancillary Services Purchased Question: Which of the following products or services have you purchased from an airline (in addition to your ticket) for your leisure air travel in the past 12 months, and when did you typically purchase them? Please select all that apply. Base: Flyers 2011 N=1,311, 2012 N=1,586 Source: PhoCusWright's U.S. Consumer Travel Report: Fourth Edition, PhoCusWright's U.S. Consumer Travel Report: Fifth Edition 16% 16% 19% 21% 22% 23% 39% 59% 13% 15% 16% 18% 19% 19% 34% 60% Airport lounge access Additional frequent flier program miles In-flight wireless Internet access Priority boarding In-flight movies/entertainment Preferred seats/extra leg room In-flight meals/beverages snacks Checked baggage 2011 2012
  9. 9. PhoCusWright’s Consumer Travel Report: Fifth Edition Custom Questions
  10. 10. © 2013 PhoCusWright Inc. All Rights Reserved. 10 Timing/Placement of Additional Services or Upgrades Question: When/where would you like to be offered additional services/upgrades? Select all that apply. Base: U.S. Travelers who show interest in purchasing additional services/upgrades from travel companies (N=2,469) Source: PhoCusWright’s Consumer Travel Report Fifth Edition 57% 39% 19% 19% 17% As part of the flight/hotel/car options presented when I am shopping After I make my shopping choices but before I make my booking Just after I make my booking Sometime after I book but before I leave for my trip Just as I am leaving for my trip or while I'm checking in
  11. 11. © 2013 PhoCusWright Inc. All Rights Reserved. 11 Timing/Placement of Additional Services or Upgrades, by Advanced Booking Window of Last Trip Question: When/where would you like to be offered additional services/upgrades? Select all that apply. How far in advance of your departure did you decide on the destination for this trip? Select one. Base: Independent destination selectors who show interest in purchasing additional services/upgrades from travel companies (N=1,387) Source: PhoCusWright’s Consumer Travel Report Fifth Edition 51% 34% 15% 15% 21% 56% 39% 22% 17% 16% 57% 43% 19% 23% 17% 62% 39% 17% 19% 17% 60% 31% 12% 21% 19% As part of the flight/hotel/car options presented when I am shopping After I make my shopping choices but before I make my booking Just after I make my booking Sometime after I book but before I leave for my trip Just as I am leaving for my trip or while I'm checking in One week One month 1-2 months 3-5 months 6+ months
  12. 12. © 2013 PhoCusWright Inc. All Rights Reserved. 12 Monetate Custom Question: Timing/Placement of Additional Services or Upgrades, by Purchase Intent Question: When/where would you like to be offered additional services/upgrades? Select all that apply. Base: U.S. Travelers who show interest in purchasing additional services/upgrades from travel companies (N=2,469) Source: PhoCusWright’s Consumer Travel Report Fifth Edition 61% 35% 16% 16% 14% 65% 43% 23% 26% 22% 63% 44% 26% 21% 16% As part of the flight/hotel/car options presented when I am shopping After I make my shopping choices but before I make my booking Just after I make my booking Sometime after I book but before I leave for my trip Just as I am leaving for my trip or while I'm checking in Never or Rarely intersted Sometimes interested Often or Always interested Interest In Purchasing Additional Services from Airlines 55% 33% 14% 16% 16% 59% 41% 20% 20% 19% 63% 45% 23% 22% 18% As part of the flight/hotel/car options presented when I am shopping After I make my shopping choices but before I make my booking Just after I make my booking Sometime after I book but before I leave for my trip Just as I am leaving for my trip or while I'm checking in Interest In Purchasing Additional Services from Hotels 60% 37% 17% 16% 19% 68% 46% 19% 19% 16% 70% 45% 26% 29% 14% As part of the flight/hotel/car options presented when I am shopping After I make my shopping choices but before I make my booking Just after I make my booking Sometime after I book but before I leave for my trip Just as I am leaving for my trip or while I'm checking in Interest In Purchasing Additional Services from Car Rental Company
  13. 13. PhoCusWright’s Consumer Travel Report: Fifth Edition Custom Questions
  14. 14. PhoCusWright’s Consumer Travel Report: Fifth Edition Custom Questions
  15. 15. © 2013 PhoCusWright Inc. All Rights Reserved. 15 Portion of Time Spent on Devices to Plan Travel Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. Travelers (2012 N=2,502) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 86% 8% 7% Desktop Smartphone Tablet 63% of travelers ONLY use a desktop to plan travel…
  16. 16. © 2013 PhoCusWright Inc. All Rights Reserved. 16 Portion of Time Spent on Devices to Plan Travel Among Travelers Who Plan Trips Using Mobile Devices Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. Travelers who plan trips using mobile devices (2012 N=876) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 64% 19% 17% Desktop Smartphone Tablet
  17. 17. © 2013 PhoCusWright Inc. All Rights Reserved. 17 Portion of Time Spent on Devices to Plan Travel, by Trip Frequency Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. travelers (N=2,520) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 6% 10% 10% 5% 8% 10% 89% 82% 79% 1-2 trips 3-5 trips 6+ Smartphone Tablet Desktop
  18. 18. © 2013 PhoCusWright Inc. All Rights Reserved. 18 Portion of Time Spent on Devices to Plan Travel, by Travel Spend Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. travelers (N=2,520) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 7% 6% 7% 8% 9% 10% 5% 6% 7% 7% 8% 11% 88% 88% 86% 85% 83% 79% Less than $1,000 $1,000-1,999 $2,000-2,999 $3,000-3,999 $4,000-5,999 $6,000+ Smartphone Tablet Desktop
  19. 19. © 2013 PhoCusWright Inc. All Rights Reserved. 19 Portion of Time Spent on Devices to Plan Travel, by Age Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. travelers (N=2,520) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 13% 11% 8% 5% 2% 2% 8% 8% 9% 5% 5% 2% 78% 81% 83% 90% 92% 96% 18-24 25-34 35-44 45-54 55-64 65+ Smartphone Tablet Desktop
  20. 20. © 2013 PhoCusWright Inc. All Rights Reserved. 20 Portion of Time Spent on Devices to Plan Travel, by Purchasing Interest in Ancillaries Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies. Please select one option for each row. Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition 6% 9% 14% 6% 9% 12% 89% 82% 74% Never or rarely interested Sometimes interested Often or Always interested Smartphone Tablet Desktop Airlines Hotels 5% 8% 12% 5% 7% 11% 90% 85% 77% Never or rarely interested Sometimes interested Often or Always interested 7% 10% 14% 7% 9% 13% 86% 81% 73% Never or rarely interested Sometimes interested Often or Always interested Car Rental
  21. 21. © 2013 PhoCusWright Inc. All Rights Reserved. 21
  22. 22. © 2013 PhoCusWright Inc. All Rights Reserved. 22 Website Choice Motivation Question: Why did you choose the particular Web site(s) you used? Select all that apply. Base: Online shoppers (2011 N=1,587; 2012 N=2,041) Source: PhoCusWright’s Consumer Travel Report Fifth Edition 59% 48% 47% 35% 32% 28% 27% 20% 18% 12% 10% 56% 50% 46% 35% 29% 26% 24% 20% 18% 14% 10% It is easy to use It has the best prices/offers I have had a good experience with this Web site before I trust this brand It gives me good trip ideas and options to consider It offers the widest selection of travel options It has no booking fees It provides the most information and photography It was the official Web site for the brand or destination I am a member of the company’s frequent traveler… It has my personal information stored 2011 2012
  23. 23. © 2013 PhoCusWright Inc. All Rights Reserved. 23 Website Usability Question: What makes a travel website easy to use? Select all that apply. Base: U.S. Travelers (N=2,520) Source: PhoCusWright’s Consumer Travel Report Fifth Edition 70% 60% 58% 47% 46% 22% 20% 14% 1% Total prices displayed clearly Finding what I want is easy (e.g. useful search filters) Easy comparison between options (two or more hotels, flights, etc.) Clean design/not too much clutter Speed (e.g. pages load quickly) Offers that are personalized for me (e.g. flight deals from my hometown) Saved preferences and payment information (e.g. flight deals from my hometown) Prominent buttons Other
  24. 24. © 2013 PhoCusWright Inc. All Rights Reserved. 24 Website Usability, by Age Question: What makes a travel website easy to use? Select all that apply. Base: U.S. Travelers (N=2,520) Source: PhoCusWright’s Consumer Travel Report Fifth Edition 0% 10% 20% 30% 40% 50% 60% 70% 80% Total prices displayed clearly Finding what I want is easy (e.g.,useful search filters) Easy comparison between options (two or more hotels, flights, etc.) Clean design/not too much clutter Speed (e.g., pages load quickly) Offers that are personalized for me (e.g., flight deals from my hometown) Saved preferences and payment information (e.g., flight deals from my hometown) Prominent buttons Other 18-24 25-34 35-44 45-54 55-64 65+
  25. 25. © 2013 PhoCusWright Inc. All Rights Reserved. 25 Website Usability, by Annual Travel Spend Question: What makes a travel website easy to use? Select all that apply. Base: U.S. Travelers (N=2,520) Source: PhoCusWright’s Consumer Travel Report Fifth Edition 0% 10% 20% 30% 40% 50% 60% 70% 80% Total prices displayed clearly Finding what I want is easy (e.g.,useful search filters) Easy comparison between options (two or more hotels, flights, etc.) Clean design/not too much clutter Speed (e.g., pages load quickly) Offers that are personalized for me (e.g., flight deals from my hometown) Saved preferences and payment information (e.g., flight deals from my hometown) Prominent buttons Other Less than $1,000 $1,000-1,999 $2,000-2,999 $3,000-3,999 $4,000-5,999 $6,000+
  26. 26. © 2013 PhoCusWright Inc. All Rights Reserved. 26 Polling Question Does your company optimize its website experience across devices (desktop/smartphone/tablet)? a. Yes, and we have for years b. Yes, we just started in the past year c. We’re in the midst of doing it now d. Not yet, but later this year e. Not yet, but sometime in the next couple of years f. No plans to do so
  27. 27. Questions? Douglas Quinby Principal Analyst PhoCusWright Inc. Carroll Rheem Principal Analyst PhoCusWright Inc. Sponsored by: Blair Lyon VP, Marketing Monetate
  28. 28. Related Release: www.phocuswright.com/products/4251
  29. 29. Upcoming Webinar: PhoCusWright and the Future of Travel Distribution: Innovation and Technology Trends 2013 May 16, 2013 Presenter: Bob Offutt Senior Technology Analyst Moderator: Lorraine Sileo Vice President, Research
  30. 30. Thank You! • Today’s webinar deck and recording will be emailed in a few days to all registered attendees • Interested in becoming a subscriber? Send an email to sales@phocuswright.com • Please fill out the short survey – thank you!
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