December	  1,	  2011 	     	     	  	                                                  Global,	  European	  and	  	       ...
Agenda	               Global	  Landscape	               European	  Distribu=on	  Trends	               Italy	  Online	  Tr...
PhoCusWright	  Analysts	  Around	  the	  World	    © 2011 PhoCusWright Inc. All Rights Reserved.          3
Does	  Your	  Distribu7on	  Strategy	  S7ll	  Look	  Like	  This?	    © 2011 PhoCusWright Inc. All Rights Reserved.       ...
Global	  Landscape	  
U.S.	                                                                                                                     ...
U.S.	                                                                                                                     ...
U.S.	                                                                                                                     ...
U.S.	                                                                                                                     ...
U.S.,	  Europe,	  Asia	  Pacific,	  and	  La7n	  America	  Online	    Leisure/Unmanaged	  Business	  Travel	  Share	  of	  ...
European	  Distribu7on	  Trends	  
© 2011 PhoCusWright Inc. All Rights Reserved.   12
Top	  Five	  Pan-­‐European	  Online	  Travel	  Agencies,	  	  Share	  Among	  These	  Agencies,	  2010	  and	  2011	     ...
Consolida7on	    © 2011 PhoCusWright Inc. All Rights Reserved.   14
© 2011 PhoCusWright Inc. All Rights Reserved.   15
© 2011 PhoCusWright Inc. All Rights Reserved.   16
© 2011 PhoCusWright Inc. All Rights Reserved.   17
© 2011 PhoCusWright Inc. All Rights Reserved.   18
© 2011 PhoCusWright Inc. All Rights Reserved.   19
© 2011 PhoCusWright Inc. All Rights Reserved.   20
Deregula7on	  of	  the	  Rail	  Sector	  •  Rail	  has	  been	  one	  of	  the	  strongest	  travel	  sectors	  •  Harmoni...
Long	  Tail	  Distribu7on	  of	  Travel	  Accommoda7ons	  •  Highly	  fragmented	  European	  hospitality	  sector	  spell...
Italy	  Online	  Travel	  Overview	  
© 2011 PhoCusWright Inc. All Rights Reserved.   24
Italy	  Follows	  the	  Trend	  © 2011 PhoCusWright Inc. All Rights Reserved.                                          25
Italian	  Online	  Travel	  Market,	  OTA	  vs.	  Supplier	  Direct,	  2010	                                              ...
Italian	  Online	  Travel	  Supplier	  Direct	  Share	  (%),	  2010	  and	  2013	                                   2010  ...
Mobile	  Hits	  the	  Mainstream	  
© 2011 PhoCusWright Inc. All Rights Reserved.   29
Ownership	  of	  Web-­‐Enabled	  Devices	                                                                                 ...
Con7nuous	  Engagement	  and	  Merchandising	   The	  Smartphone	  Facilitates	  Con7nuous	  Engagement	                  ...
© 2011 PhoCusWright Inc. All Rights Reserved.   32
© 2011 PhoCusWright Inc. All Rights Reserved.   33
Travel	  Distribu7on	  and	  Social	  Media	  
Over 800 million active users!© 2011 PhoCusWright Inc. All Rights Reserved.                                    35
Influence	  of	  Social	  Media	  Channels	  on	  Purchasing	  Decisions	                                   Very	  influen7a...
Immediate	  Referral	  Conversion	  Volume	  to	  Hotel	  Websites,	  1H-­‐2H	  2008-­‐2010	  	  	  70,000	  	            ...
Pos7ng	  today,	  booking	  tomorrow?	  © 2011 PhoCusWright Inc. All Rights Reserved.                     39
On	  Social	                                                                              Network	  Site   	  Social	  Buy...
Purchase	  PhoCusWright’s	  European	  Online	  Travel	  Overview	   or	  Italian	  Online	  Travel	  Overview	  by	  Febr...
Thank	  you!	               	       Florence	  Kaci	  qaci@phocuswright.com	  	  
#BTO2011 - PhoCusWright Research
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#BTO2011 - PhoCusWright Research

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BTO - Buy Tourism Online 2011
Stazione Leopolda, a Firenze
1° e 2 Dicembre 2011

Speaker:
Florence Kaci
PhoCusWright

Stazione Leopolda
1° Dicembre 2011, Day ONE
Main Hall, la ricerca PhoCusWright
10.00 – 11.00

BTO – Buy Tourism Online 2011 ha chiesto a PhoCusWright di aprire la IV^ Edizione della manifestazione con la presentazione di una vista sul Travel Online in Italia, un’analisi dei trend su cui poter ragionare nei due giorni della Stazione Leopolda e fare da riferimento per successive elaborazioni.
La presentazione dura 45 minuti e altri 15 minuti sono riservati ad un question time con il pubblico.

http://www.buytourismonline.com/il-programma-day-one-1-dicembre-2011/

Published in: Education, Travel, Business
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#BTO2011 - PhoCusWright Research

  1. 1. December  1,  2011         Global,  European  and     Italian  Travel  Trends   Florence  Kaci   Director,  Sales  EMEA   and  European  Market   Specialist  
  2. 2. Agenda   Global  Landscape   European  Distribu=on  Trends   Italy  Online  Travel  Overview   Mobile  Hits  the  Mainstream   Travel  Distribu=on  and  Social  Media  
  3. 3. PhoCusWright  Analysts  Around  the  World   © 2011 PhoCusWright Inc. All Rights Reserved. 3
  4. 4. Does  Your  Distribu7on  Strategy  S7ll  Look  Like  This?   © 2011 PhoCusWright Inc. All Rights Reserved. 4
  5. 5. Global  Landscape  
  6. 6. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   JAPAN   LATAM   U.S.  Online  Travel  Penetra7on   SING   INDIA     MEXICO   BRAZIL     SPAIN   COL   PERU   ARG     Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 6
  7. 7. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   JAPAN   LATAM  Online  Travel  Penetra7on   SING   INDIA     MEXICO   BRAZIL     SPAIN   COL   PERU   ARG     Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 7
  8. 8. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   JAPAN   LATAM  Online  Travel  Penetra7on   SING   INDIA     MEXICO   BRAZIL     SPAIN   COL   PERU   ARG     Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 8
  9. 9. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   ANZ   JAPAN   LATAM  Online  Travel  Penetra7on   FRANCE   SING   INDIA   GERMANY     MEXICO   ITALY   BRAZIL     SPAIN   COL   PERU   ARG     CHINA   Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 9
  10. 10. U.S.,  Europe,  Asia  Pacific,  and  La7n  America  Online   Leisure/Unmanaged  Business  Travel  Share  of  Total   Travel  45%   39%   40%  40%   38%   35%   41%  35%   31%   35%   36%  30%   27%   33%   31%   U.S.  25%   27%   Europe  20%   23%   24%   21%   21%   Asia  Pacific  15%   18%   18%   La7n  America   15%   14%  10%   9%   11%   5%   0%   2008   2009   2010   2011   2012   2013   Note:  2011-­‐2013  projected.   Source:  PhoCusWright’s  European  Online  Travel  Overview  Seventh  Edi7on   © 2011 PhoCusWright Inc. All Rights Reserved. 10
  11. 11. European  Distribu7on  Trends  
  12. 12. © 2011 PhoCusWright Inc. All Rights Reserved. 12
  13. 13. Top  Five  Pan-­‐European  Online  Travel  Agencies,    Share  Among  These  Agencies,  2010  and  2011   2010   2011   Expedia   8%   9%   Europe   30%   Opodo   28%   Travelocity   Europe  40%   Priceline   47%   9%   10%   Europe   Orbitz  WW   8%   10%   Europe   Note:  2011  projected.   Source:  PhoCusWright’s  European  Online  Travel  Overview  Seventh  Edi7on   © 2011 PhoCusWright Inc. All Rights Reserved. 13
  14. 14. Consolida7on   © 2011 PhoCusWright Inc. All Rights Reserved. 14
  15. 15. © 2011 PhoCusWright Inc. All Rights Reserved. 15
  16. 16. © 2011 PhoCusWright Inc. All Rights Reserved. 16
  17. 17. © 2011 PhoCusWright Inc. All Rights Reserved. 17
  18. 18. © 2011 PhoCusWright Inc. All Rights Reserved. 18
  19. 19. © 2011 PhoCusWright Inc. All Rights Reserved. 19
  20. 20. © 2011 PhoCusWright Inc. All Rights Reserved. 20
  21. 21. Deregula7on  of  the  Rail  Sector  •  Rail  has  been  one  of  the  strongest  travel  sectors  •  Harmoniza7on  of  booking  systems  to  accelerate  growth  •  OTAs  shaping  up  to  distribute  rail  content  •  Mobile  bookings  to  increase  rapidly  •  Rail  travel  to  rise  as  more  compe7tors  enter  na7onal  markets  •  Flights  under  five  hours  to  face  compe77on  from  rail   © 2011 PhoCusWright Inc. All Rights Reserved. 21
  22. 22. Long  Tail  Distribu7on  of  Travel  Accommoda7ons  •  Highly  fragmented  European  hospitality  sector  spells  boom  7me  for  OTAs  •  Vaca7on  rentals  will  be  a  sector  to  watch  –  HomeAway,  Airbnb,  Wimdu  •  Even  the  GDSs  are  figh7ng  for  a  share  of  the  pie  •  Travel  reviews  on  OTA  sites  are  key  to  driving  and  retaining  traffic   © 2011 PhoCusWright Inc. All Rights Reserved. 22
  23. 23. Italy  Online  Travel  Overview  
  24. 24. © 2011 PhoCusWright Inc. All Rights Reserved. 24
  25. 25. Italy  Follows  the  Trend  © 2011 PhoCusWright Inc. All Rights Reserved. 25
  26. 26. Italian  Online  Travel  Market,  OTA  vs.  Supplier  Direct,  2010   OTA   47%   Supplier  Direct   53%  Source:  PhoCusWright’s  Italian  Online  Travel  Overview  Seventh  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 26
  27. 27. Italian  Online  Travel  Supplier  Direct  Share  (%),  2010  and  2013   2010 2013 2% 3% Traditional Airline 2% 27% LCC  Direct 4% 30% 23% Hotel  Direct 21% Rail 17% 21% Car  Rental 24% 26% Tour  OperatorNote:  2013  projected.  Totals  may  not  add  to  100%  due  to  rounding.  Source:  PhoCusWright’s  Italian  Online  Travel  Overview  Seventh  Edi7on   © 2011 PhoCusWright Inc. All Rights Reserved. 27
  28. 28. Mobile  Hits  the  Mainstream  
  29. 29. © 2011 PhoCusWright Inc. All Rights Reserved. 29
  30. 30. Ownership  of  Web-­‐Enabled  Devices   2010   2011   Laptop  computer   Desktop  computer   Web-­‐enabled  mobile  telephone   Web-­‐enabled  video  game  console  Web-­‐enabled  portable  music/video  players   E-­‐readers  (e.g.,  Kindle)   Tablet  PC/Netbook   Web-­‐enabled  television   None  of  the  above   Other   %   10%   20%   30%   40%   50%   60%   70%   80%   Ques7on:  Which  of  the  following  Web-­‐enabled  devices  do  you  own/use?  Select  all  that  apply.   Base:  U.S.  online  travelers    (2010  N=  792)(2011  N=1,948)     Source:  PhoCusWrights  Traveler  Technology  Survey  2010,  PhoCusWright’s  Traveler  Technology  Survey  2011   © 2011 PhoCusWright Inc. All Rights Reserved. 30
  31. 31. Con7nuous  Engagement  and  Merchandising   The  Smartphone  Facilitates  Con7nuous  Engagement   Dream  •  The  mobile  plamorm   •  Ancillary  services  of   represents  the  most   all  types  are  well   personalized   suited  for  the  mobile   environment  ever   Share     Plan   plamorm   created   •  Combines  cross   • Ability  to  customize   selling  effort  with   offers  to  parFcular   personalizaFon   segments  and   and  locaFon   customers   Explore   Book   Source:  PhoCusWright  Inc.   © 2011 PhoCusWright Inc. All Rights Reserved. 31
  32. 32. © 2011 PhoCusWright Inc. All Rights Reserved. 32
  33. 33. © 2011 PhoCusWright Inc. All Rights Reserved. 33
  34. 34. Travel  Distribu7on  and  Social  Media  
  35. 35. Over 800 million active users!© 2011 PhoCusWright Inc. All Rights Reserved. 35
  36. 36. Influence  of  Social  Media  Channels  on  Purchasing  Decisions   Very  influen7al   Somewhat  influen7al   Not  at  all  influen7al   Traveler  reviews  on  online  travel  agency   45%   29%   websites,  such  as  Expedia   Traveler  review  websites,  such  as   42%   36%   TripAdvisor   Online  reviews  from  travel  professionals   44%   40%   Comments  from  people  in  my  online  social   34%   52%   network,  such  as  Facebook  or  Twioer   Travel  blogs  or  online  travel  forums   34%   53%   Company  informa7on/promo7ons  on  an   31%   61%   online  social  network,  such  as  Facebook  or   Ques7on:  How  influen7al  have  each  of  the  following  features  been  to  you  when  making  travel  purchasing  decisions  in  the  past  12  months?  Select  one  for   each  op7on.   Base:  U.S.  online  travelers  (N=1,948)   Note:  Totals  may  not  add  to  100%  due  to  rounding   Source:  PhoCusWrights  Traveler  Technology  Survey  2011   © 2011 PhoCusWright Inc. All Rights Reserved. 37
  37. 37. Immediate  Referral  Conversion  Volume  to  Hotel  Websites,  1H-­‐2H  2008-­‐2010      70,000     1H08   2H08   1H09    60,000     2H09   1H10   2H10    50,000      40,000      30,000      20,000      10,000      -­‐         Traveler  Review  Sites   Facebook  Source:  PhoCusWright’s  Social  Media  in  Travel,  2011  and  Compete  Inc.   © 2011 PhoCusWright Inc. All Rights Reserved. 38
  38. 38. Pos7ng  today,  booking  tomorrow?  © 2011 PhoCusWright Inc. All Rights Reserved. 39
  39. 39. On  Social   Network  Site  Social  Buying   Corporate   Communica=ons   Vehicle   Video  and   Photos   E-­‐Commerce   E-­‐Commerce   Community   © 2011 PhoCusWright Inc. All Rights Reserved. 40
  40. 40. Purchase  PhoCusWright’s  European  Online  Travel  Overview   or  Italian  Online  Travel  Overview  by  February  1,  2012  and   receive  30%  off!  Go  to  www.phocuswright.com/products  and  use  offer  code     “bto-­‐2011”.  
  41. 41. Thank  you!     Florence  Kaci  qaci@phocuswright.com    

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