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BTO2017 | TEN - Phocuswright - Douglas Quinby

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Day ONE BTO2017 | TEN
Mercoledì 29 novembre
WORLD Hall

The State of Travel Net

https://www.buytourismonline.com

Keynote Speaker
Douglas Quinby Phocuswright

Published in: Travel
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BTO2017 | TEN - Phocuswright - Douglas Quinby

  1. 1. The State of Digital Travel 2017 BTO2017 Douglas Quinby @douglasquinby
  2. 2. The Era of Online Travel Is Over
  3. 3. © 2017 Phocuswright Inc. All Rights Reserved. These days, just about every traveler does something online.
  4. 4. © 2017 Phocuswright Inc. All Rights Reserved. 0% 20% 40% 60% 80% 100% India U.K. Germany U.S. France Australia Brazil Korea China Japan Southeast Asia* Percent of Travelers Who Do Anything Trip-Related Online Note: *Singapore, Thailand, Malaysia, Indonesia Base: Online Travelers: (U.S. N = 857; U.K. N=795; AU N=786; IN N=777; FR N=762, DE N=760; BR N=740; JP N=811; KR N=753) Sources: Phocuswright’s Google Travel Study 2017; Phocuswright’s The Southeast Asian Traveler; Phocuswright’s China Unbounded: The Rapid Rise of China’s Outbound Millions © 2017 Phocuswright Inc. All Rights Reserved.
  5. 5. © 2017 Phocuswright Inc. All Rights Reserved. European Total & Online Leisure Gross Bookings Source: Phocuswright’s U.S. Online Travel Overview Sixteenth Edition 0 50 100 150 200 250 300 350 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Total Online Total Offline €B
  6. 6. © 2017 Phocuswright Inc. All Rights Reserved. 2014-2017 CAGR for Select Digital Travel Markets Source: Phocuswright’s The State of Digital Travel 2017 China Indonesia India U.S. U.K. Japan BrazilItaly Bubble size reflects relative online market size in US$. 35% 25% 15% 5% -5%
  7. 7. The Mobile Travel Story Isn’t Here
  8. 8. © 2017 Phocuswright Inc. All Rights Reserved. Mobile Share of Online Gross Bookings by Region Note: *Mobile bookings calculations for APAC includes China, India and Japan only. Sources: Phocuswright’s Global Mobile Market Sizing: Focus on U.S., APAC and Europe, 2017 0% 10% 20% 30% 40% 50% 60% 70% 2015 2016 2017 2018 2019 2020 APAC* Europe U.S.
  9. 9. © 2017 Phocuswright Inc. All Rights Reserved.Source: Phocuswright’s The State of Digital Travel 2017 And it’s mostly China.
  10. 10. © 2017 Phocuswright Inc. All Rights Reserved. - 20 40 60 80 100 120 140 160 180 China Total Travel Japan China Mobile Bookings Southeast Asia Northeast Asia Top Five Travel Markets in APAC, 2018 (US$B) Source: Phocuswright’s The State of Digital Travel 2017
  11. 11. © 2017 Phocuswright Inc. All Rights Reserved. 0% 10% 20% 30% 40% 50% 60% 70% 80% China Japan U.K. India U.S. ANZ 2018 Mobile Share of Online Travel, by Market Source: Phocuswright’s Global Mobile Market Sizing: Focus on U.S., APAC and Europe, 2017
  12. 12. © 2017 Phocuswright Inc. All Rights Reserved. Share of European Mobile Gross Bookings by OTAs and Supplier-Direct Channels, 2017 Source: Phocuswright’s European Online Travel Overview Twelfth Edition, 2017 OTAs Airline Rail Hotel Tour Operator Car Rental
  13. 13. © 2017 Phocuswright Inc. All Rights Reserved. The Travel App Landscape by Segment – Intermediaries Rule… Note: Segment data represents cumulative downloads and the sum of average MAUs (monthly active users) for the top 10 most downloaded apps (Android and iOS apps) for the segment for the period Apr 16-May 17. Source: Phocuswright & Apptopia: The Travel App Landscape CumulativeDownloads(M) 0 2 4 6 8 10 12 14 0 50 100 150 200 250 300 OTAs/Meta/Rental Sites Airlines Hotels Cumulative Downloads Average MAUs TotalMAUs(M)
  14. 14. © 2017 Phocuswright Inc. All Rights Reserved. Airbnb vs. Hotels: Total App Downloads Source: Phocuswright & Apptopia: The Travel App Landscape 0 5 10 15 20 25 30 35 40 45 50 Airbnb Hotel Brands CumulativeDownloads(M) Wyndham Club Carlson Best Western Choice Hotels Hyatt SPG IHG Marriott Hilton Accor
  15. 15. Everybody vs. OTAs
  16. 16. © 2017 Phocuswright Inc. All Rights Reserved. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% U.S. U.K. Australia India France Germany Brazil Japan South Korea Airline websites/apps OTAs Typical Websites/Apps Used for Flight Shopping Base: Online Travelers: (U.S. N = 857; U.K. N=795; AU N=786; IN N=777; FR N=762, DE N=760; BR N=740; JP N=811; KR N=753) Source: Phocuswright’s Google Travel Study 2017
  17. 17. © 2017 Phocuswright Inc. All Rights Reserved. Super Sur-charged! Source: Phocuswright’s The State of Digital Travel 2017
  18. 18. © 2017 Phocuswright Inc. All Rights Reserved. Typical Websites/Apps Used for Hotel Shopping Base: Online Travelers: (U.S. N = 857; U.K. N=795; AU N=786; IN N=777; FR N=762, DE N=760; BR N=740; JP N=811; KR N=753) Source: Phocuswright’s Google Travel Study 2017 0% 10% 20% 30% 40% 50% 60% 70% 80% U.S. U.K. Australia India France Germany Brazil Japan South Korea Hotel websites OTAs
  19. 19. © 2017 Phocuswright Inc. All Rights Reserved. -10% 0% 10% 20% 30% 40% 2013 2014 2015 2016 OTAs – Two in Particular – Are Creaming Airlines & HotelsAnnual Change in Global Gross Bookings Source: Phocuswright’s The State of Digital Travel 2017 Expedia Priceline OTAs Total Hotels Total Airlines
  20. 20. © 2017 Phocuswright Inc. All Rights Reserved. WHY?
  21. 21. © 2017 Phocuswright Inc. All Rights Reserved.© 2017 Phocuswright Inc. All Rights Reserved. Millennials.
  22. 22. © 2017 Phocuswright Inc. All Rights Reserved. 0% 10% 20% 30% 40% 50% 60% U.S. U.K. France Germany OTAs Hotel Websites © 2017 Phocuswright Inc. All Rights Reserved. Where 18-34-Year-Olds Would Most Likely Book a Hotel Base: Online Travelers: (U.S. N = 857; U.K. N=795; FR N=762, DE N=760 Source: Phocuswright’s Google Travel Study 2017
  23. 23. © 2017 Phocuswright Inc. All Rights Reserved. Fragmentation
  24. 24. © 2017 Phocuswright Inc. All Rights Reserved. Channel Share of Online Hotel Gross Bookings, 2016 Source: Phocuswright’s Global Online Travel Overview Fourth Edition 0% 25% 50% 75% 100% U.S. Europe APAC Hotel Websites/Apps OTAs
  25. 25. © 2017 Phocuswright Inc. All Rights Reserved. Note: *Excludes gross bookings for Egencia, Expedia’s corporate travel business. Includes Travelocity, Wotif and Orbitz in 2015. Source: Phocuswright Inc. 2011 2016 Other OTAs PCLN EXPE* 38% 66% Global Gross Bookings of OTAs & Priceline/Expedia Combined Share
  26. 26. © 2017 Phocuswright Inc. All Rights Reserved.Source: Phocuswright Inc. So how do hotel brands fight back? © 2017 Phocuswright Inc. All Rights Reserved.
  27. 27. Loyalty
  28. 28. (Dis)Loyalty
  29. 29. © 2017 Phocuswright Inc. All Rights Reserved. Membership Loyalty
  30. 30. © 2017 Phocuswright Inc. All Rights Reserved. 93% U.S. Fliers Who Belong to Airline Loyalty Programs Source: Phocuswright and Microsoft, Future of Travel, 2017
  31. 31. © 2017 Phocuswright Inc. All Rights Reserved. Share of Bookings* on U.S. Airline Sites by Loyalty Program Status Note: *Based on captured airline website booking sessions for 2015-2016 Source: Phocuswright’s Parsing Shop and Book 2016: How OTAs, Airlines and Hotels Compete on the Desktop and Mobile Web None Entry level Mid-tier Elite
  32. 32. © 2017 Phocuswright Inc. All Rights Reserved. 2017 63% Free Wi-Fi and Discounts Work Great! U.S. Hotel Stayers Who Belong to One or More Hotel Rewards Programs Base: U.S. travelers who stay in hotels Source: Phocuswright U.S. Consumer Travel Report Sixth Edition; Phocuswright and Microsoft, Future of Travel, 2017 2015 47%
  33. 33. © 2017 Phocuswright Inc. All Rights Reserved. 0% 20% 40% 60% 80% 100% Entry Mid-tier Elite Entry Mid-tier Elite Not so loyal Loyal Members Likely to Cheat, 2017 Percent of program members who book outside of program for better rate or convenience Base: U.S. travelers who belong to a loyalty program (Air N=988, Hotel N=992) Source: Phocuswright and Microsoft, Future of Travel, 2017 Frequent Flyer Programs Hotel Loyalty
  34. 34. © 2017 Phocuswright Inc. All Rights Reserved. A little loyalty trivia: What lodging brand has the most customer loyalty?
  35. 35. © 2017 Phocuswright Inc. All Rights Reserved. Repeat Booking Index* by Hotel or Online Travel Brand, 1H16 Source: Phocuswright’s U.S. Accommodation: Clickstream & Conversion, 2014-2016 The Battle for Lifetime Value 0 1 2 3 4 5 6 7 8 Expedia Priceline Hotels.com Booking.com Hilton Choice Starwood Marriott Hyatt Best Western Airbnb
  36. 36. Most travelers don’t love you (and probably never will)
  37. 37. Alternative Accommodation
  38. 38. © 2017 Phocuswright Inc. All Rights Reserved. 2008: Lodging’s Final Frontier…
  39. 39. © 2017 Phocuswright Inc. All Rights Reserved. Hotels in the Crosshairs
  40. 40. © 2017 Phocuswright Inc. All Rights Reserved. Percent of Travelers Who Rent Is Much Higher in Europe (2015) Source: Phocuswright's U.S. Consumer Travel Report Eighth Edition; Phocuswright’s European Consumer Travel Report Sixth Edition 0% 10% 20% 30% 40% 50% U.S. France Germany U.K.
  41. 41. © 2017 Phocuswright Inc. All Rights Reserved. The End of Alternative Accommodation
  42. 42. © 2017 Phocuswright Inc. All Rights Reserved. How’d they do it?
  43. 43. © 2017 Phocuswright Inc. All Rights Reserved. Easy
  44. 44. © 2017 Phocuswright Inc. All Rights Reserved. Beautiful
  45. 45. © 2017 Phocuswright Inc. All Rights Reserved. Bookable
  46. 46. © 2017 Phocuswright Inc. All Rights Reserved. The Host is the Lynchpin
  47. 47. © 2017 Phocuswright Inc. All Rights Reserved. Home or Hotel?
  48. 48. © 2017 Phocuswright Inc. All Rights Reserved. The most important question facing the rental industry?
  49. 49. © 2017 Phocuswright Inc. All Rights Reserved. Why don’t non-renters rent?
  50. 50. Tours & Activities
  51. 51. © 2017 Phocuswright Inc. All Rights Reserved.Source: Phocuswright’s Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020 $147B in 2017
  52. 52. © 2017 Phocuswright Inc. All Rights Reserved.© 2017 Phocuswright Inc. All Rights Reserved.Source: Phocuswright’s Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020 80% of gross bookings are offline. .
  53. 53. © 2017 Phocuswright Inc. All Rights Reserved. Tour & Activity Suppliers with Third-Party Reservation System Base: 2011: 340 companies; 2016: 980 companies Source: Phocuswright’s Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020 11% 45% 2011 2016
  54. 54. © 2017 Phocuswright Inc. All Rights Reserved. $90M (two rounds) $75M $17M $12M $10M $6M $6M $4M $1.8M More than $220M Raised in this Sector this Year Source: Phocuswright’s The State of Digital Travel 2017
  55. 55. © 2017 Phocuswright Inc. All Rights Reserved.Source: Expedia, TripAdvisor Easy
  56. 56. © 2017 Phocuswright Inc. All Rights Reserved.Source: Expedia, TripAdvisor Beautiful
  57. 57. © 2017 Phocuswright Inc. All Rights Reserved.Source: Tiqets Bookable
  58. 58. Voice & A.I.
  59. 59. © 2017 Phocuswright Inc. All Rights Reserved. 0% 10% 20% 30% 40% 50% U.S. U.K. France Germany Online Traveler Interest in Using a Digital Assistant to Plan Travel Base: Leisure Travelers: (U.S. N=857; U.K. N=795; FR N=762, DE N=760 Source: Phocuswright’s Google Travel Study 2017
  60. 60. © 2017 Phocuswright Inc. All Rights Reserved. Travel Startup Funding (US$B), 2005-2Q17 Source: Phocuswright’s The State of Travel Startups 2017 0 5 10 15 20 25 30 35 2005-09 2010-12 2013-14 2015 2016-2Q17
  61. 61. The State of Digital Travel 2017 BTO2017 Douglas Quinby @douglasquinby

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