Tbex 2013 Toronto Travel Technology Trends & Innovation

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Tbex 2013 Toronto Travel Technology Trends & Innovation featuring Tahnee Perry, Group Marketing Director, with Northstar Travel Media

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  • Brochures on the web
  • Success in this social media-dominated world requires travel companies to embrace social media marketing.Social Media Marketing has a major opportunities for innovation. Carpe Diem.This is a new area. Metrics and Measurers are emerging. Determine your companies tolerance for experimentation without hard ROI
  • More than a platform for sharing personal information, Facebook provides a rich programming environment as shown in this Infographic. You will notice it supports multiple types of media, , multiple processes and interactions, and multiple types of activities Carnival partnered with Buddy Media to develop and launch a Facebook page that uses videos to help first-time cruisers become more comfortable with the cruise experience. This page allows potential travelers to interact with Carnival Cruisers, ask questions and interact with crew members. 
  • Mobile is upon us. However users are overwhelmed by the number of Apps, mostly vertical.To have true mobile empowerment, the mobilesphere will migrate to horizontal apps that provide cross supplier capability
  • What is Happening TodayOver a half million apps available for the iPhoneapps are being downloaded from Apple at a rate of 350/secondAndroid has about 230K apps less than Apple but is pedaling hard. Apps are being added to the Android platform at the rate of 12k to 34k/monthHowever,Only 35% of US adults have apps on their mobile phones24% of US adults actually used their apps68% used 5 or fewer each week.What Needs to HappenSmart phones that deliver functions, not branded apps.Check in to whatever hotelRent any carDeal with a multi carrier air reservationEnjoy apps that fully utilize phonesContextual and location awarenessFaster networks
  • Here are some sample queries Siri can handle today:Adding EventsSet up a meeting about hiring tomorrow at 9 a.m.New appointment with Susan Park Friday at 3 p.m.Schedule a planning meeting at 8:30 today in the boardroomChanging eventsMove my 3 pm meeting to 4:30Reschedule my appointment with Dr. Manning to next Monday at 9 amAdd Lisa to my meeting with JasonCancel the budget review meetingAsking about eventsWhat does the rest of my day look like? Majel, Google’s answer to Siri, may actually one-up Siri with capabilities
  • Here are some sample queries Siri can handle today:Adding EventsSet up a meeting about hiring tomorrow at 9 a.m.New appointment with Susan Park Friday at 3 p.m.Schedule a planning meeting at 8:30 today in the boardroomChanging eventsMove my 3 pm meeting to 4:30Reschedule my appointment with Dr. Manning to next Monday at 9 amAdd Lisa to my meeting with JasonCancel the budget review meetingAsking about eventsWhat does the rest of my day look like? Majel, Google’s answer to Siri, may actually one-up Siri with capabilities
  • Here are some sample queries Siri can handle today:Adding EventsSet up a meeting about hiring tomorrow at 9 a.m.New appointment with Susan Park Friday at 3 p.m.Schedule a planning meeting at 8:30 today in the boardroomChanging eventsMove my 3 pm meeting to 4:30Reschedule my appointment with Dr. Manning to next Monday at 9 amAdd Lisa to my meeting with JasonCancel the budget review meetingAsking about eventsWhat does the rest of my day look like? Majel, Google’s answer to Siri, may actually one-up Siri with capabilities
  • Social Media – don’t wait for the ROIMobile – mobile sites, apps, tablets Personalization Semantic Search – search continues to improveEmerging Markets – taking off
  • These are exciting times for the travel industry. The Internet is maturing. Technology options are substantial, providing marketers with more and better ways to serve customers with more relevant content and new ways to purchase travel. Channel dynamics are changing as technology enables new forms of connectivity. Enormous opportunities remain in associating travel planning and continuous merchandising with social networks, location-based services and interactive gaming. The Internet of things could make travel much more convenient. In the shadow of all of these market-facing opportunities is the need to leverage technology to provide better customer service
  • Tbex 2013 Toronto Travel Technology Trends & Innovation

    1. 1. Travel TechnologyTrends & InnovationPresenter:Tahnee PerryGroup Marketing DirectorNorthstar Travel Media
    2. 2. © 2012 PhoCusWright Inc. All Rights Reserved. 2Online Travel 1.0
    3. 3. © 2012 PhoCusWright Inc. All Rights Reserved. 3Travel 2.0Transparency CollaborationSpeedPredictiveInformation
    4. 4. © 2012 PhoCusWright Inc. All Rights Reserved. 4Travel 3.0Social Media MobilePersonalizationSemanticSearch
    5. 5. Online Bookings Today
    6. 6. © 2012 PhoCusWright Inc. All Rights Reserved. 6General Travel Booking Channel, 2011Question: How did you book your N leisure trips in the past 12 months? Select one.Base: U.S. travelers (2011 N=2,036; 2010 N=2,529; 2009 N=2,755; 2008 N=1,989)Note: Totals may not add to 100% due to rounding.Source: PhoCusWright’s Consumer Travel Report Third Edition32%22%29%6%9%Only onlineUsually onlineBoth online and offlineUsuallyofflineOnly offline
    7. 7. © 2012 PhoCusWright Inc. All Rights Reserved. 7What Really Matters to Online Travel Shoppers When Planning, 2011Question: Please indicate how influential each online feature is to you when planning leisure travel.Base: U.S. travelers who typically use Web sites to plan travel (N=2,346); Note: Totals may not add to 100% due to rounding.Source: PhoCusWright’s Consumer Travel Report Third Edition45%57%59%61%66%73%75%Professional online travel videoTraveler-generated photographyProfessional photographyReviews from travel professionalsTraveler review websitesTraveler review on OTAsInteractive maps
    8. 8. © 2012 PhoCusWright Inc. All Rights Reserved. 8Website Choice Motivation, 2011Question: Why did you choose the particular Web site(s) you used? Select all that apply.Base: Online shoppers (2010 N=2,008; 2011 N=1,587)Source: PhoCusWright’s Consumer Travel Report Fourth Edition59%47%48%35%32%27%28%20%18%Ease of useGood experience with siteBest price/offersTrust in brandIdeasNo feesSelectionInformationOfficial website
    9. 9. © 2012 PhoCusWright Inc. All Rights Reserved. 9Information Sources for Destination SelectionQuestion: What sources of information did you use to help you select the destination(s) for this trip? Select all that apply.Base: U.S. travelers who selected some or all leisure destinations in past 12 months independently (2009 N=1,451; 2010 N=1,462; 2011 N=1,202)Source: PhoCusWright’s Consumer Travel Report Fourth Edition3%5%7%10%14%16%17%31%60%7%4%6%12%12%13%13%31%54%Printed advertisingCalls/visits to city/state destination travel bureausPersonal advice from travel agentsPrinted publications, articles or brochuresInformation in printed travel guidebooksWebsites or applications via mobile deviceOnline advertising/emailPersonal recommendations from friends/familyInternet websites via computer20102011
    10. 10. © 2012 PhoCusWright Inc. All Rights Reserved. 10Websites Used for Destination Selection, 2011Question: What type(s) of Web sites did you use? Select all that apply.Base: U.S. travelers who selected leisure destinations independently and used websites as information sources (2009 N=836; 2010 N=874; 2011 N=793)Source: PhoCusWright’s Consumer Travel Report Fourth Edition8%10%11%12%19%22%27%30%42%57%General search enginesOTA websitesTraveler review websitesTravel search enginesTravel provider websitesDestination websitesDeals newsletters/websitesTravel guidewebsitesSocial networkingwebsitesMags/Paperwebsites
    11. 11. © 2012 PhoCusWright Inc. All Rights Reserved. 11Sources of Information Used in Shopping PhaseQuestion: What sources of information do you typically use when comparing and choosing leisure travel products, such as airline tickets or hotel rooms?Select all that apply.Base: U.S. travelers (N=2,036)Source: PhoCusWright’s Consumer Travel Report Fourth Edition6%8%10%13%15%16%19%25%38%74%11%8%8%18%14%11%18%22%38%77%Printed advertisingCalls/visits to travel bureaus/tourist…Calls to travel professionals/travel agentsPrinted publications, articles or brochuresCalls to travel providersWebsites or apps via mobile devicePrinted travel guidebooksOnline advertising/email promotionsRecommendations from friends/familyWebsites via computer20102011
    12. 12. © 2012 PhoCusWright Inc. All Rights Reserved. 12Websites Used for Shopping, 2011Questions: What type(s) of Web sites do you typically use when comparing and choosing leisure travel products? Select all that apply.Which of the following, if any, have you done in the past 12 months? Traveled by airplaneBase: U.S. travelers who used websites information when comparing and choosing leisure travel products (2010 N=2,008; 2011 N=1,587)Source: PhoCusWright’s Consumer Travel Report Fourth Edition3%9%11%12%18%19%32%33%36%54%61%OTA websitesGeneral search enginesTravel provider websitesTravel search enginesTraveler review websitesDestination websitesDeals newsletters/websitesTravel guidewebsitesSocial networksMags/PaperwebsitesMem-bers
    13. 13. Social Is Not a Trend
    14. 14. © 2012 PhoCusWright Inc. All Rights Reserved. 14Even GrandmaIs on Facebook
    15. 15. Ignoring It Won’tMake It Go Away
    16. 16. With all this talk on (and about) socialnetworks, do travelers actually listen?
    17. 17. © 2012 PhoCusWright Inc. All Rights Reserved. 17Source: PhoCusWright Inc.What is Happening Today What Needs to Happen• Embrace social media marketing• Seize the opportunities thatsocial media marketing has tooffer• Determine the tolerance forexperimentation without hardROI, since metrics and measurersare emergingNow and Future
    18. 18. © 2012 PhoCusWright Inc. All Rights Reserved. 1879%34%26%10%How U.S. Online Travelers Use Social NetworksBase: U.S. online travelers (2011 N=1,948)Source: PhoCusWright’s Traveler Technology Survey November 2011 and PhoCusWright’s Consumer Travel Report Fourth Edition, May 2012UsegenerallyShare travelexperiencesSolicit traveladvicePlanning/Shopping
    19. 19. © 2012 PhoCusWright Inc. All Rights Reserved. 19
    20. 20. Mobile Is Trending Everything
    21. 21. Where am Iright now?What time isit?What deviceam I using?What’s theweather like?How did I gethere?
    22. 22. © 2012 PhoCusWright Inc. All Rights Reserved. 24The Bookings Are Coming!Note: 2011-2013 projectedSource: PhoCusWright’s Mobile Hits the Mainstream: Technology & Industry Trends, February, 20120.4%2.4%4.3%6.5%0%1%2%3%4%5%6%7%02468102010 2011 2012 2013ShareofOnlineTravelMarket(%)MobileGrossBookings($B)Total Mobile Bookings Mobile as a Share of Total Online Travel Market
    23. 23. © 2012 PhoCusWright Inc. All Rights Reserved. 25Web Traffic in North America, by Device, June 2012Desktop72%Smartphone21%Tablet7%Source: Chitika Internet Access Platform Tracker, June 30, 2012; www.emarketer.com
    24. 24. Tablets Are Not PhonesSource: Yankee Group
    25. 25. The capabilities of the mobile platform converge, and usersachieve true mobile empowermentTraveler just wants to touch icon andunlock hotel room doorThe future: Travelers engaging in appsbased on function, not supplier
    26. 26. © 2012 PhoCusWright Inc. All Rights Reserved. 29Source: “Half of adult cell phone users have apps on their phones”. Pew Research Center’s Internet and American LifeProject, November, 2011, http://pewinternet.org/Reports/2011/Apps-update.aspx ; PhoCusWright Inc.What is Happening Today• 500,000 apps for iPhone• Apple users downloading apps atrate of 350 per second• 370,000 apps for Android• Apps being added to Androidplatform at rate of 12K-34K/month• 35% of U.S. adults have apps• 24% use their apps• 68% use five or fewer each weekWhat Needs to Happen• Deliver functions, not branded apps• Check into any hotel• Access any car rental• Change any flight reservation• Seamlessly integrate apps and nativephone features• Allow phone to handle underlyingcomplexity• Build towards contextual awarenessand filters• Improve networkperformanceNow and Future
    27. 27. © 2012 PhoCusWright Inc. All Rights Reserved. 30Intelligent Assistant forthe iPhone
    28. 28. © 2012 PhoCusWright Inc. All Rights Reserved. 31Apples new iPhonePassbook App works forany airline boarding pass
    29. 29. © 2012 PhoCusWright Inc. All Rights Reserved. 32British Airways gives flight attendants iPadswith key customer profile information
    30. 30. © 2012 PhoCusWright Inc. All Rights Reserved. 33Local Activity-Related Mobile ActivitiesQuestion: Which travel products have you researched, booked or changed reservations for online using your mobile phone? Select all that apply for theproducts you researched, booked or changed.Base: U.S. mobile travel planners(N=786); U.S. mobile business travel planners (N=1,087)Source: PhoCusWrights Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 201158%19%10%Research options Make new reservations Modify existing reservationsResearchoptionsMake newreservationsModify existingreservations
    31. 31. © 2012 PhoCusWright Inc. All Rights Reserved. 340%10%20%30%40%50%60%70%80%90%100%Leisure travelers Leisure travelers Leisure travelersResearch activities Book local activities Modify local activitiesBefore departing for my trips While in transit to my destinationAfter I have arrived at my destination Did not conduct this activityTiming of Mobile Travel Activities, Local ActivitiesQuestion: Please indicate at what point you typically use your mobile phone’s online functions for the following activities. Select all that apply for theproducts you researched, booked or changed.Base: U.S. mobile travel planners(N=786); U.S. mobile business travel planners (N=1,087)Source: PhoCusWrights Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011
    32. 32. © 2012 PhoCusWright Inc. All Rights Reserved. 3514%17%30%37%39%48%58%What are Mobile Users Interested In?Question: Which, if any, of the following mobile website/app capabilities will you likely use or find appealing when traveling in the future?Base: U.S. Mobile Internet users(N=1,125); U.S. Business traveler mobile Internet users(N=1,526)Source: PhoCusWrights Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011Purchase extra services fromairlines (seats with extra legroom, in flight wireless accessUpload digital or photographedreceipts to expense reportsBook travel (airline tickets, hotelrooms, car rental)Look up supplemental information about my travel, such asseat maps, on time likelihood, and weatherReceive personalized discounts/offersspecific to my travel destinationReceive alerts about flight statuschanges, gate changes, and cancellationsFind hotels, restaurants, or activitiesnear my current location
    33. 33. Travel 3.0 is Here
    34. 34. © 2012 PhoCusWright Inc. All Rights Reserved. 37THANK YOU

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