SELECTED EXTRACTS FROM THE TRAVEL CONSUMER REPORT, 2012-13         MULTI-        NATIONAL             USA              UK ...
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The impact of mobile on booking patterns in major travel markets...

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The impact of mobile on booking patterns in major travel markets...

  1. 1. SELECTED EXTRACTS FROM THE TRAVEL CONSUMER REPORT, 2012-13 MULTI- NATIONAL USA UK FRANCE GERMANY NETHERLANDSTravel Consumer Engagement Report, 2012-13Are you targeting the right investment?§ Mobile is receiving greater investment, but is this where your consumers want your attention? Strategic investment decisions are being made against the backdrop of changing consumers’ research and booking behaviours. To inform those decisions Eyefortravel conducted research on 8,400 travel consumers in five major travel markets, to determine the pain points and preferences that drive direct and indirect sales. This is combined with analysis from 20+ travel executives and critical market data on budget allocation and the level of investment by your competitors.§ Breakdown of responses 2 1,00 USA 3, 04 The United Kingdom Total: 4 2,3 3 0 France 8,406 Germany The Netherlands 1, 8 0 1 2 1,0 1Mobile influence and investment§ Mobile influence and investment US based consumers noticeably found travel websites they visited more mobile friendly, with dutch travellers finding travel websites aimed at them the least easy to use. Easy 4 Could be improved 3 3.15 3.07 2.97 (2,242) 2.90 2.78 (1,582) (759) (792) (554) Frustratingly difficult 2Unable to complete task 1 USA The United France Germany The Kingdom Netherlands Overwhelmingly, travel consumers believed that travel websites could be improved.§ Mobile optimisation Mobile optimisation is becomingly increasingly important, with ease of use on a smartphone making a significant positive impact on the likelihood of a consumer booking.Q To what extent would a website that is easy to use on a smartphone impact on your decision to make your holiday or travel bookings on a website? 4% 6% 5% 5% 9% 16% 8% 10% 8% 16% 32% 17% 17% 21% 21% Total Total Total Total Total 3,044 2,330 1,018 1,012 1,002 56% 62% 62% 66% 60% USA The United France Germany The Kingdom Netherlands Significant Slight Slight Significant positive impact positive impact negative impact negative impact§ Mobile influence and investment While it is clear that there is consumer demand for investment in mobile, has this been reflected by the travel community? There is clearly an increase in mobile investment; however the percentages are significantly less than seen for other marketing priorities seen elsewhere in the Travel Consumer Report, 2012-13.§ Mobile investment by OTAs 39% 34% 34% 28% Strongly disagree 18% 19% Disagree 10% 10% Neutral 6% 3% Agree Strongly agree Have increased mobile investment Will increase mobile investment past 3 months next 3 months§ Mobile investment by suppliers 39% 38% 37% 33% Strongly disagree 17% Disagree 8% 9% 10% Neutral 5% 6% Agree Strongly agree Have increased mobile investment Will increase mobile investment past 3 months next 3 months The reasons for this may stem from the difficulty in attributing successes directly to mobile investment. Only 35% of OTAs and 42% of Suppliers agreed that mobile generated direct bookings.§ Mobile’s success for OTAs § Mobile success for suppliers 43% 40% Strongly disagree 36% 29% Disagree Neutral 16% 14% Agree 7% 6% 4% 6% Strongly agree Generated direct bookings Generated direct bookings§ Further questions answered in the EyeforTravel Consumer Report, 2012-13 • Key factors in the current consumer’s booking pathway and how they want to book in the future • Comparative data on the booking and research funnel comparing: including hotel accommodation vs. non-hotel accommodation; air vs. train travel; package vs. cruise holidays • The extent to which suppliers and intermediaries have improved consumer engagement through mobile • Marketing budget priorities for suppliers and intermediaries • Proprietary data on social media and mobile trends§ Join the Conversation! facebook.com/eyefortravelGlobal uk.linkedin.com/in/piersfrench @eyefortravelThank you for your interest in the Travel Consumer Report.Eyefortravel hopes you found the information extracted fromthe report interesting, but this is only the beginning of thediscussions around the evolving demands of consumers indeveloped markets. § To receive the latest discounts on the Travel Consumer Report, 2012-13 for you and/or© EyeforTravel Ltd your team, click here

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