Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Criteo Travel Flash Report - Winter 2018

11,421 views

Published on

Criteo analyzed our data across all the travel businesses that use Criteo's commerce marketing solutions. We found 7 key trends regarding how travelers book on mobile, cross-device, desktop, and learned how apps can positively impact conversions.

Published in: Travel

The Criteo Travel Flash Report - Winter 2018

  1. 1. Travel Flash Report Winter 2018
  2. 2. 2 • Summary Key Takeaways Mobile Trends in Travel Cross-device and Last-minute Behavior Focus on Apps Seasonality Appendix
  3. 3. 3 Key Takeaways Criteo’s deep dive into travel data reveals 7 key takeaways: 1. Mobile is still growing steadily, especially for Online Travel Agencies. 2. Tablet usage keeps declining across all travel categories. 3. Combining booking data can help make up for lower mobile performance. 4. Up to 80% of last-minute bookings are made on mobile devices. 5. Mobile is the majority for travel advertisers with a booking app. 6. App sees slightly more booking dollars per transaction than mobile web. 7. The conversion rate on app is 5 times higher than on mobile web.
  4. 4. 4 Share of Bookings by Device Most travel categories generate more than one-third of bookings on mobile devices.* 25% 17% 20% 33% 23% 30% 33% 28% 7% 9% 5% 13% 7% 22% 5% 6% 4% 6% 66% 78% 67% 60% 56% 65% 61% 68% 86% Activities Air Apartments Car Cruise Ground Hotel Packages Rail Total Mobile 34% 22% 33% 40% 44% 35% 39% 32% 14% YoY Variation -3pts +2pts +4pts +10pts +1pt +6pts +10pts +6pts -3pts *Share of bookings by device among travel advertisers, worldwide, Q4 2017. Excludes apps and comparators. Smartphone Tablet Desktop
  5. 5. Mobile accounts for 45% of bookings for OTAs.* 45% *Share of bookings by device among travel advertisers, worldwide, Q4 2017. Excludes apps and comparators.
  6. 6. 6 Key Takeaway As suppliers lag behind, OTAs get the most of mobile bookings Share of Bookings by Device Online Travel Agencies (OTAs) make the most of mobile bookings.* *Share of bookings by device among travel advertisers, worldwide, Q4 2017. Excludes apps and comparators. 39% 10% 6% 6% 55% 84% OTA Supplier Smartphone Tablet Desktop
  7. 7. 7 Variation of the Share of Bookings by Device Comparison between Q4 2016 and Q4 2017.* *Share of bookings by device among travel advertisers, worldwide, Q4 2017. Excludes apps and comparators -19% 0% 61% 11% -21% -15% 42% -0.5% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% OTASupplier Key Takeaway • OTAs grow quicker on Mobile • Smartphone is growing steadily and tablet is declining Smartphone Tablet Desktop Total Mobile
  8. 8. 8 The share of mobile bookings ranges from 28 to 53% by region WORLDWIDE 44% 5% 51% Middle East 33% 3%64% Latin America 22% 6% 72% North America Europe 25% 8% 67% 50% 3% 47% North APAC 41% 4% 55% South APAC *Detailed country list provided in Appendix. Share of bookings by device among travel advertisers, worldwide, Q4 2017. Excludes apps and comparators. North America: 2 countries. Latin America: 9 countries. Europe: 25 countries. Middle East: 6 countries. APAC: 14 countries. Smartphone Tablet Desktop
  9. 9. 9 28% 32% Online Travel Agencies Suppliers Key Takeaway Despitealower shareof mobilebookings, suppliershavealarger shareof cross-device transactions, showingthat datacollaboration betweencompaniescouldpotentiallyhelpmake upfor lower mobileperformance. *Share of bookings by device among travel advertisers, worldwide, Q4 2017. Excludes apps and comparators. Bookings following a click on a Criteo ad. Excludes apps and comparators. Share of bookings preceded by a click on another device: Cross-device data lets you understand what happens before booking* COMBINING DATA
  10. 10. 10 Key Takeaway Upto80%of last minutebookingsaremade onmobiledevices Source : Criteo Data, worldwide, Q4 2017. Online travel agencies and suppliers. Excludes comparators and applications. For main travel categories, the majority of last-minute bookings are made on mobile: Share of mobile booking by time to departure 37% 30% 23%20%21% 80% 54%49% 46% 41% 72% 38% 30%33%31% 35% 16%13%14%16% <24h1-7 days1-4 weeks1-3 months> 3 months Share of Mobile Bookings, Days to Travel, By Travel Sub Category Air Apartment Hotel Packages
  11. 11. Travel players with a booking app make 60% of transactions on mobile devices. 60% *Share of bookings by device, apps included, worldwide, Q4 2017.
  12. 12. 12 Key Takeaway Travel players with a booking app make 60% of transactions on mobile devices, up from 41% one year ago. Focus on Apps Apps help make the difference in transactions. *Criteo data, Worldwide, Travel advertisers, Q4 2017, apps included. Mobile Web App Desktop 33% 27% 40% 35% 65% Share of Bookings by Environment, for travel players with a booking app, worldwide. Share of Bookings by device, all travel players, excluding apps, worldwide.
  13. 13. Apps account for 41% of last-minute traffic.* 41% Source: For travel advertiserswhogeneratebookingsonbothmobilewebandin-app. Criteo, worldwide, Q42017.
  14. 14. 14 48% 41% 11% Focus on Apps Share of traffic by browsing environment for last-minute bookings. Source: Criteo Data, worldwide, Q4 2017. Online travel agencies and suppliers with a booking app. Last-minute bookings are made less than 24h before check-in or departure. Key Takeaway 41%of last minutetrafficand touchpoints aremadeonapps. 89%aremadeon mobiledevices. Mobile Web App Desktop
  15. 15. 15 Key Takeaway 33%of one-night staysare searchedonApplications Focus on Apps Share of traffic by browsing environment by number of nights, for hotel players with a shopping app: Source: Criteo Data, worldwide, Q4 2017. Online travel agencies and suppliers with a booking app. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1234567891011121314151617181920 Mobile Web App Desktop
  16. 16. 16 Key Takeaway The conversion rate on apps is 5x higher than on mobile web, and the difference keeps growing. Focus on Apps Travel Advertisers see much higher conversion rates on apps – more than in retail* - and more than ever. *Criteo Data, worldwide, Q4 2017 and Q4 2016. CR = Buyers / Product Page Viewers. Online travel agencies and Travel Suppliers. Excludes comparators. In Q4 2017, the average conversion rate on app for retailers is 17% worldwide, for comparison. Mobile Web App Desktop Travel, Q4 2017 4% 23% 11% Travel, Q4 2016 7% 22% 13% YOY -3pts +1pt -2pts
  17. 17. 17 Focus on Apps Average Booking Value per browsing environment, when 100 is spent on desktop (index). Source: Criteo Data, worldwide, Q4 2017. Online travel agencies and Travel Suppliers. Excludes comparators. 73 77 100 0 10 20 30 40 50 60 70 80 90 100 Mobile Web App Desktop Key Takeaway Appremainsbehinddesktopin termsof averagebookingvalue, but it seesslightlymorebooking dollarsper transactionthan mobileweb.
  18. 18. Travel generates up to +65% daily bookings in Q1.* 65% *Criteo Data, US, 2016-2017. January 2017 compared to average in November 2016. Excludes comparators.
  19. 19. 19 Key Takeaway Thebookingseasonisjust gettingstarted. Appendix Seasonality - Winter bookings in the US. In Q1, Travel generates up to +65% daily bookings compared to average in November Source: Criteo Data, US, 2016-2017. Excludes comparators.
  20. 20. 20 Key Takeaway Thebookingseasonisjust gettingstarted. Appendix Seasonality - Winter bookings in the UK. Source: Criteo Data, UK, 2016-2017. Excludes comparators. In Q1, Travel generates up to +80% daily bookings compared to average in November
  21. 21. 21 Appendix Share of Bookings by Device, for select countries and regions.* Country Desktop Smartphone Tablet Total Mobile Japan 54% 41% 5% 46% Canada 56% 37% 7% 44% Sweden 59% 32% 9% 41% France 61% 33% 6% 39% Spain 62% 31% 6% 38% Australia 63% 28% 9% 37% Brazil 63% 34% 3% 37% Denmark 64% 23% 13% 36% United Kingdom 65% 25% 10% 35% Netherlands 67% 22% 11% 33% Austria 68% 25% 7% 32% Switzerland 69% 25% 6% 31% Italy 70% 25% 5% 30% Belgium 72% 20% 8% 28% United States 72% 21% 6% 28% Germany 77% 15% 8% 23% Region LATAM 64% 33% 3% 36% North America 72% 22% 6% 28% North APAC 55% 41% 4% 45% South APAC 51% 44% 5% 49% Middle East 47% 50% 3% 53% Central Europe 75% 18% 7% 25% Northern Europe 65% 25% 10% 35% Southern Europe 64% 30% 6% 36% *Share of bookings by device Among Travel Advertisers, worldwide, Q4 2017. Excludes apps and comparators.
  22. 22. 22 Methodology Individual browsing and booking data analyzed: How can marketers use this data? • Over 1,800 Travel advertisers globally. • More than 3b bookings per year across desktop, mobile sites and applications. • 59 countries in North America (2), Latin America (9), Europe (25), Middle East (6), Africa (4) and APAC (14). Benchmark your performance on relevant KPIs for your mobile browser, mobile app and cross-device channels.
  23. 23. Thank you To learn more about how the Criteo Commerce Marketing Ecosystem drives sales and profits for thousands of brands, retailers, and publishers worldwide, visit criteo.com/about.

×