ESTC15_SustainableVisit_28 April 2015
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The document discusses the online presence of sustainable travel and tourism. It finds that over 40% of total travel is booked online, with people extensively researching accommodations, destinations, and flights. Social media usage for travel is also rising significantly. The document also summarizes surveys of sustainable travelers, finding they spend 1-8 hours planning accommodations, restaurants, and activities and value local and eco-friendly options. It provides tips for marketers, like producing rich online content and using platforms like Instagram to engage sustainable travelers.
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- 1. Suggest. Review. Plan. Save the Planet, One Trip at A Time. 1 The Online Presence of Sustainable Travel &Tourism
- 2. The Online Presence of Sustainable Travel &Tourism - Outline 2 Overview of Online Use in Travel & Tourism Social Media Mobile Messaging & Mobile Apps Survey Overview Defining Sustainable Travel Online keywords and tools Accommodation, Activities, Restaurants Lessons Learned & Tips Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 3. OnlineTravel Market Overview Online travel reservations – 40% of total travel market (business + leisure) 118 million adults, or 61% of Internet users, research travel online 98 million (51%) book online Asia Pacific is expected to be the fastest growing region over the next five years in terms of online travel sales Online travel sales set to double from US$78 billion in 2012 to US$155 billion in 2017 in the region. Sources: Travel & Tourism Market Research Handbook 2015-2016; Euromonitor International (2014)3Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 4. The following are the types of travel research conducted online (percent of survey respondents): Hotel accommodations and prices: 50% Travel destinations: 46% Airline flights and fares: 39% Tour/travel operators: 24% Car rental availability and rates: 12% What do people search for? Website Features that Attract Users? The following are select website features that most attract Internet users to travel websites: Ability to check availability and rates: 55% Destination information: 50% Travel promotion and specials: 49% Travel bulletins and alerts: 22% Chat/forum areas for travel information: 13% Ability to personalize pages: 11% Opt-in newsletter: 10% Source: Burst Media4 OnlineTravel Market Overview
- 5. Social Media Number of social network users worldwide from 2010 to 2018 (in billions) 1,5 2 2,5 2013 2014 2015 2016 No.ofSocialNetworkUsers(Billions) 5Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 7. Travel Bookings Using Mobile Messaging 7 Mobile Messaging Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 8. Mobile Apps Consolidated, Specific to One Location Certifications Sub-Categories: Restaurants, Products,Transportation Consolidated sustainable tourism 8
- 9. Two universities: George Washington University and Randolph College 45 respondents (30 female, 15 male) Primary purpose of travel is to visit friends & family Most respondents travel at least 4x/year Average stay is between 2-7 days 9 Survey Overview Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 10. Online Info on SustainableTravel 10Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 11. How do you define sustainable travel? 11 “Nobody gets hurt, nothing gets harmed, the deal is fair to all, and its indefinite.” “Travel that minimizes carbon footprint and the impact on Earth. Travel that provides access to organic foods and materials. Travel that is mindful of the impact on the local communities being visited.” “Lightest footprint” “No polluting” “Eating and buying locally, supporting Green companies and using the most eco-friendly products” “Support local tourism rather than corporate, locally grown foods, carpool, eco-friendly transportation free trade and environmentally responsible shops” “Not sure” “Traveling while making conscious decisions to have little impact on the environment” “Travel that educates about sustainability on food, transportation, etc.” Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 12. Keywords, Websites, & OnlineTools 12 Fun things to do in… Places to visit it… Known for… Best places to eat/things to do/places to stay in__ Things to do in… Good places to go on vacation Best restaurants Google Expedia, AirBnB Yelp, TripAdvisor Facebook NY Times - 36 Hours Bon Appetit Thrillist Nomadic Matt for Budget Travel I type “Location, Lonely Planet” Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 13. Survey - Accommodation 13 Most respondents spend 1-3 hours planning accommodation Wide variation in importance of accommodation for trips Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 14. Suggest. Review. Plan. Save the Planet, One Trip at A Time. 14 Survey - Restaurants Most respondents use the Internet to plan where to eat Most respondents spend less than one hour planning where to eat More than 50% of respondents said meals were important to their travel experience
- 15. 15 Survey - Activities Most respondents spend between 1-8 hours planning things to do More than 70% of respondents said activities were important to their travel experience Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 16. Lessons Learned Difference between page visits and customers Social media: helps but does not replace word of mouth Aggregators (Examples include TweetDeck, HootSuite) Educational Barrier (even among environmentalists) Partnerships and Affiliate Programs 16Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 17. Tips More than 75% of our survey respondents seek advice before they travel and over 50% turn to the Internet Produce rich online content based on your expertise Feature guest bloggers Use Instagram and/or Pinterest when you have visuals to share 17Suggest. Review. Plan. Save the Planet, One Trip at A Time.
- 19. Gracias Suggest. Review. Plan. Save the Planet, One Trip at A Time. Twitter: @SustainVisit Facebook: https://www.facebook.com/SustainableVisit Google +: https://plus.google.com/+Sustainablevisit LinkedIn: http://fr.linkedin.com/company/sustainablevisit-com marilyn@sustainablevisit.com @WaiteMarilyn 19
- 20. Annex Suggest. Review. Plan. Save the Planet, One Trip at A Time. 20
Editor's Notes
- The Internet has increased access to information and has enabled people to express their voices from every corner of the globe. Each day, millions of travelers go online to purchase transportation tickets, reserve accommodation, and plan their visit. Still, ecotourism remains a travel niche. How can sustainable tourism players increase their presence online? How can tourists become better informed, through their online surfing, about the benefits of a sustainable trip? Ecotourism has an important role to play in the larger societal goal of sustainability. The objectives of eradicating extreme poverty, ensuring health and well-being for individuals, sustaining ecosystems and cultures, enhancing fair and equal access to education, and maximizing local economic benefits can all be aided by a responsible tourism industry. Online to Offline tools can be catalyzers for achieving these goals. This presentation will focus on how the Internet, including on mobile devices, helps tourists and visitors create their business and leisure travel experience. SustainableVisit.com will share the results of a survey that questioned consumers about their online and offline approach to travel. We will present the different online tools currently used by all tourists and the online tools currently available to eco-conscious tourists. In addition, we will share advice on how to maximize your ecotourism presence in the world of apps, social media, websites, blogs, and more. We will share the case study of the start-up SustainableVisit.com and the Quadruple Sustainability Learning + Travel App: progress, lessons learned and general advice for the ecotourism industry.
- The Internet has increased access to information and has enabled people to express their voices from every corner of the globe. Each day, millions of travelers go online to purchase transportation tickets, reserve accommodation, and plan their visit. Still, ecotourism remains a travel niche. How can sustainable tourism players increase their presence online? How can tourists become better informed, through their online surfing, about the benefits of a sustainable trip? Ecotourism has an important role to play in the larger societal goal of sustainability. The objectives of eradicating extreme poverty, ensuring health and well-being for individuals, sustaining ecosystems and cultures, enhancing fair and equal access to education, and maximizing local economic benefits can all be aided by a responsible tourism industry. Online to Offline tools can be catalyzers for achieving these goals. This presentation will focus on how the Internet, including on mobile devices, helps tourists and visitors create their business and leisure travel experience. SustainableVisit.com will share the results of a survey that questioned consumers about their online and offline approach to travel. We will present the different online tools currently used by all tourists and the online tools currently available to eco-conscious tourists. In addition, we will share advice on how to maximize your ecotourism presence in the world of apps, social media, websites, blogs, and more. We will share the case study of the start-up SustainableVisit.com and the Quadruple Sustainability Learning + Travel App: progress, lessons learned and general advice for the ecotourism industry.
- Online travel reservations garner over 40% of the total travel market. Excluding corporate travel, which is typically booked offline through travel agents and in-house travel departments, online booking surpassed offline in 2007. Over 60% of leisure and individually booked business travel reservations are made online. eMarketer (www.emarketer.com) assesses that mobile travel bookings increased 104.5% in 2013 and projects increases of 59.8% and 40.7%, respectively, in 2014 and 2015. Mobile is expected to account for more than 25% of total U.S. online travel bookings by 2015. Expedia was the top online travel agency globally with gross bookings for US$39.4 billion in 2013, followed by Priceline at US$39.2 billion in the same year. Chinese and Indian players such as Ctrip and MakeMyTrip are also growing rapidly and are now starting to target consumers in advanced economies such as the HotelTravel brand recently launched by MakeMyTrip. In this constantly changing environment, a new generation of companies coming from the mobile and peer-to-peer sectors and from emerging economies may become the future giants of the travel industry. Asia Pacific is expected to be the fastest growing region over the next five years in terms of online travel sales, which are set to double from US$78 billion in 2012 to US$155 billion in 2017 in the region. According to Millward Brown (www.millwardbrown.com). 47.2% of leisure travelers used online travel agents (OTAs) to book their vacation packages in 2013. OTA market leaders, ranked by 2013 online sales, are as follows (source: Travel Weekly): • Expedia Inc. (www.expedia.com): $39.4 billion • Priceline (www.priceline.com): $39.2 billion • Orbitz Worldwide (www.orbitz.com): $11.4 billion eMarketer estimates that 117.6 million adults, or 61% of Internet users, research travel online; 98.3 million (51%) book online. SOURCE: TRAVEL & TOURISM MARKET RESEARCH HANDBOOK 2015-2016 -- More than half of all travel reservations are made online, and 39 percent of online travel revenue comes from hotel reservations, according to Statistic Brain. Millennials account for more than 20 percent of consumer spending, according to Jeff Fromm, co-author of Marketing to Millennials; however, he notes, “their influence is much greater than their numbers.” Online reservations refer to any type of reservation that is made by a customer via a web-based booking engine; this reservation might include airfares, hotels, cars, or entertainment. Whereas traditional reservations are reservations that are made by travel agents based on customers’ needs. -- What are US consumers’ preferences for traditional versus online reservation systems? For all three types of international flights, the method of reservation preferred by most of the participants was travel agent phone call (44.4% for international business, 42.2% for international leisure, and 46.5% for international personal trips) For domestic business trips, online airline websites were most popular (40.6%), followed by online travel agent websites (35.3%). For both domestic leisure and domestic personal trips, online travel agent websites were most popular (39.6% for domestic leisure and 40.6% for domestic personal), followed by online airline websites (33.2% for domestic leisure and 35.3% for domestic personal) What are the factors that influence consumers’ preferences for traditional versus online reservation systems? The two most important factors were the two price-related factors, with travel agency price the most important followed by online agency price. Source: Factors that contribute to consumers’ perceptions of online and traditional travel reservation systems; Malik Elhaj*
- A large percentage of Internet users have a primary goal of simplifying their lives and saving time. Forsyth, Lavoie, and McGuire (2000) called these consumers simplifiers and discovered they comprise 29 percent of Internet consumers and over 50 percent of all online transactions. Travelers want to visualize their vacation and see what they are getting into. This is consistent with the findings of Haubl & Trifts, (2000) who report online tools assist consumers in decision-making, and improve the quality of their decisions. Make navigating and searching on a website as inexpensive and time efficient as possible, and provide relevant information about a destination so that it reduces search costs (Gursoy and McCleary, 2003). Moreover, travel websites should be engaging and helpful by providing powerful intelligent tools that assist in the decision process (Conyette, 2010). [A FRAMEWORK EXPLAINING HOW CONSUMERS PLAN AND BOOK TRAVEL ONLINE Michael Conyette, Okanagan College] Online travel reservations garner over 40% of the total travel market. Excluding corporate travel, which is typically booked offline through travel agents and in-house travel departments, online booking surpassed offline in 2007. Over 60% of leisure and individually booked business travel reservations are made online. eMarketer (www.emarketer.com) assesses that mobile travel bookings increased 104.5% in 2013 and projects increases of 59.8% and 40.7%, respectively, in 2014 and 2015. Mobile is expected to account for more than 25% of total U.S. online travel bookings by 2015. According to Millward Brown (www.millwardbrown.com). 47.2% of leisure travelers used online travel agents (OTAs) to book their vacation packages in 2013. OTA market leaders, ranked by 2013 online sales, are as follows (source: Travel Weekly): • Expedia Inc. (www.expedia.com): $39.4 billion • Priceline (www.priceline.com): $39.2 billion • Orbitz Worldwide (www.orbitz.com): $11.4 billion eMarketer estimates that 117.6 million adults, or 61% of Internet users, research travel online; 98.3 million (51%) book online. A recent survey by Burst Media (www.burstmedia.com) found that among those who use the Internet for travel planning, the following are the types of travel research conducted online (percent of survey respondents): • Hotel accommodations and prices: 50% • Travel destinations: 46% • Airline flights and fares: 39% • Tour/travel operators: 24% • Car rental availability and rates: 12% The following are select website features that most attract Internet users to travel websites (source: Burst Media): • Ability to check availability and rates: 55% • Destination information: 50% • Travel promotion and specials: 49% • Travel bulletins and alerts: 22% • Chat/forum areas for travel information: 13% • Ability to personalize pages: 11% • Opt-in newsletter: 10% While the perception may be that younger demographics are more likely than their older counterparts to book travel online, that is not the case. Hudson Crossing (www.hudsoncrossing.com) found in a 2013 survey that consumers ages 49 and older made up the largest share of U.S. hotel guests who booked online, with 34% of the total. Millennials ranked second, with 33%. According to a 2014 survey by AARP (www.aarp.org), the following percentages of older leisure travelers research and book travel online: Research Book 50-to-59: 78% 77% 60-to-69: 91% 91% 70-to-79: 85% 84% 80+older: 85% 79% Travel Review Sites Approximately one-third of travelers who research trips via the Internet read reviews. Of those who book hotels online, a third have changed plans based on other travelers’ comments. Expedia-owned TripAdvisor (www.tripadvisor.com), the largest online travel review site, claims more than 30 million consumer reviews of hotels, attractions, and restaurants across the globe. Many hoteliers monitor TripAdvisor daily for feedback about their properties, and more than 300 hotels have posted TripAdvisor comments on their own sites through a new TripAdvisor program that provides automatic feeds of the 10 most recent consumer reviews. TripAdvisor has acquired such popular travel sites as Smartertravel.com, lndependentTraveler.com, CruiseCritic.com, and SeatGuru.com Travel & Tourism Market Research Handbook SOURCE: TRAVEL & TOURISM MARKET RESEARCH HANDBOOK 2015-2016
- 2/7 billion people – that’s almost 30% of the world’s population --- Blogs, micro blogs (Twitter), social networks (Facebook, LinkedIn), social sharing sites (YouTube, Flickr), social bookmarking and voting sites (Digg, Reddit), exploration sites (Yelp), forums, virtual worlds (Second Life) According to the results of study which was carried out 181 participants, it was determined that social media influence decisions of people (tourists) about holiday resort, travel agency and accommodation facility. When the study sample was analyzed according to years they have been using social media; it was seen that 49% have been using for 4-6 years, 27% for 7 years and longer and 23% for 1-3 years. While 52% of the sample use social media for 2-6 hours a week, distribution of social sharing sites used by samples are; 38% Twitter, 81% Facebook, 5% Myspace, 57% Google+, 10% Linkedin and 21% other. Participants have participation for the statement of “I use social media for communication” in the rate of (4,13) which is suitable with the purpose of its emergence. Moreover, there is a participation in the rate of (3,63) for the statement of “I use social media to follow comments”. Therefore positive or negative comments on social media have effect on people in a way and influence their decisions. Participation to the statement of “I use social media to make travel plan” in the rate of (3,22) is an indicator that although social media is an important source of information it is not the only factor that influences consumers holiday decisions. There are (2,73) participation to the statement of “I add travel agencies to my social media address” and (2,76) participation to the statement of “I add accommodation facilities to my social media address”. People who travel (tourists) share their good or bad experiences, their comments about these experiences, photographs and videos with their families, friends and other people over social media platforms (Xiang and Gretzel, 2010). Consumers find contents in social media including experiences of visitors more reliable and realistic than traditional marketing materials. Source: International Journal of Human Sciences: The effect of social media utilization on holiday decisions of tourists: A study on academic staff
- Take a brief poll How many people use…? How many users do you think use…? -Pinterest -Twitter -Facebook -Instagram -Google + -LinkedIn Facebook 1 billion + users Facebook: 800+ million daily active users 350 million photos uploaded daily Twitter 550+ million users 100+ million - Number of Twitter users worldwide 230 million - Number of tweets sent per day 40% Twitter users who don’t actively tweet, but sign in to read others’ posts Google + 135 million monthly active Google+ users 30+ million Google+ users Google's social network Google+ has passed 500 million members 214 million photos uploaded daily LinkedIn 240+ million users Instagram Pictures and Videos 150+ million monthly active users 58 million photos uploaded daily Pininterest (Visual Discovery) 70+ million users Global Messaging Services WeChat (Weixin, 微信, in Chinese) 440 million active users (Q2 2014) Monetizing services – can make payments WhatsApp 700 million active users (Q4 2014) 500 million photos uploaded daily LINE 400 million active users (Q4 2014) Sources: Euromonitor International
- Global Messaging Services WeChat (Weixin, 微信, in Chinese) 440 million active users (Q2 2014) Monetizing services – can make payments WhatsApp 700 million active users (Q4 2014) (especially since Facebook purchased WhatsApp) LINE 400 million active users (Q4 2014) Viber 209 million monthly active users (MAU) as of October 2014 (https://www.techinasia.com/viber-mau-beats-line/) Global online travel sales amounted to US$590 billion in 2013, 27% of total travel sales. (Euromonitor International) Asia Pacific is expected to drive global growth in online travel, with its online travel sales set to double from US$90 billion in 2013 to US$180 billion in 2018. Mobile devices are increasingly key in the travel industry in terms of both customer service and bookings. Mobile bookings are expected to reach 35% of online travel bookings by 2018. Big data analytics, peer-to-peer services and in-destination services are currently the fastest growing trends in online travel. China Leading Chinese online travel agency Ctrip sells air, train, and attraction tickets and group-buying deals through WeChat Didi Dache, a leading Chinese taxi app, doubled its number of users to 40 million in one month after starting a partnership with WeChat in Jan 2014 Low-cost carrier Spring Airlines launched a WeChat service in April 2014 allowing users to book flights, check in, check flight status and communicate with customer service Japan Line (like WhatsApp and WeChat)
- We found between 450-500 Green Apps (environmental news, climate change carbon trackers, vegan restaurants, etc.) – 475 exactly There are just over 150 apps in the Sustainable Travel category -carpooling -locating hummingbirds -green tips -keep track of energy use -air quality monitoring *LOCATION SPECIFIC* Sustainable Rotterdam App - With the app Sustainable Rotterdam you can see and visit all sorts of effort the city of Rotterdam has achieved in the field of sustainable urban development, 'green' building, climate adaptation and the ambition to be a sustainable world port city. In the app, various locations are divided into themes green, water, and sustainable buildings & areas. These themes can be turned on and off separately and you can also choose to view and visit only the highlights of the cities' diverse and innovative ways to embed sustainability in everyday urban life. Balades Paris Durable App - Discover Paris differently. Itineraries to visit lively neighbourhoods, new installations, wild or cultivated nature spots, observe rare animals and plants... Explore Paris on foot using our guide to urban eco-walks. Sydney on the Green Travel App - From Bondi to Bundeena and back again, we've scoured the city’s best eco-friendly events, activities, dining, markets and more to compile Sydney On The Green. Whether you're a visitor planning a trip to the city of beaches, or a local looking for a new angle on your own hometown, Sydney on the Green will give you dozens of ideas on how to make the most of this harbourside city. Guided by our 170+ entries. Inishowen Green Trail App - is your FREE Responsible Tourism Guide to the Inishowen Peninsula in Donegal, Ireland. Green Travellers have more fun because Green Businesses Care More! *CERTIFICATIONS* Biosphere Responsible Tourism App - App shows certified parks, destinations, golf courses, etc. Biosphere Certification differs because in addition to the requirements of quality and environment, as required by ISO 9001, ISO 14001, EMAS, etc., It also includes requirements on sustainable development such as social responsibility, conservation of cultural property, meeting the expectations of tourists about the destination, increasing the quality of life of the host population, and so on. Green Key App - The App contains the list of awarded sites, a sorting possibility (country, region, category and sorting of results), and information on how to reach the Green Key sites from the current location. Green Globe - Find Green Globe Certified places, can book directly *SUBCATEGORIES* Asheville Green Restaurant Finder - Asheville offers Certified Green Restaurants® across the city. So when you go out to eat in Asheville, choose dining options that are environmentally sustainable across their operations, and have the facts to prove it. After all, 79% of people prefer to dine at Certified Green Restaurants®. GoPure - makes it easy to find healthy, delicious, and sustainably-sourced food on the go. View the quality of the food at restaurants and their overall sustainable practices with an unprecedented level of transparency. Suggest new businesses, add your discoveries at restaurants you visit, and learn insider information about sustainable food terminology like how pasture-raised eggs differ from free-range, the issues surrounding GMOs, and much more. *OTHER APPS* Carpooling apps: -Amoven USA -Green Cabs GHG emissions: - Changers
- Two environmental groups
- “Eating and buying locally, supporting Green companies and using the most eco-friendly products” “Travel that minimizes carbon footprint and the impact on Earth. Travel that provides access to organic foods and materials. Travel that is mindful of the impact on the local communities being visited.” “Nobody gets hurt, nothing gets harmed, the deal is fair to all, and its indefinite.” “Support local tourism rather than corporate, locally grown foods, carpool, eco-friendly transportation free trade and environmentally responsible shops” “Travel that educates about sustainability on food, transportation, etc.” “Traveling while making conscious decisions to have little impact on the environment”
- Please give details for blogs, Facebook accounts, Twitter accounts, keywords for online searches, and websites that you use to plan travel. http://www.nytimes.com/column/36-hours http://www.bonappetit.com/ http://www.thrillist.com/ http://www.nomadicmatt.com/
- Most respondents spend less than 1 hour planning where to shop during travel Respondents use a wide variety of methods to plan their activities, with the Internet only representing 40-50% of methods (others include travel guide books, asking locals, friends and family)
- Aggregators offer scheduling (think about time of day and audience when you include the @ in a Tweet) Still need to preach to the converted If anyone is interested in discussing partnerships, I’m available to talk during the conference
- Instagram: A picture speaks a thousand words http://www.huffingtonpost.com/2014/12/31/department-of-the-interior-instagram_n_6401548.html Alexa: Alexa Internet, Inc. is a California-based subsidiary company of Amazon.com which provides commercial web traffic data. Founded as an independent company in 1996, Alexa was acquired by Amazon in 1999. While scoring high with Google may seem to certain business people the only way to make themselves known and thus reaching their goal, there are others that think that a good place in the Alexa ranking system might benefit them just as well. With Alexa, the smaller the numerical ranking, the better. Most people say that if you manage to make it in the top 100,000, it is a sign that your site enjoys quite heavy traffic. Alexa is a ranking system that basically audits and makes public the frequency of visits on various Web sites. The algorithm according to which Alexa traffic ranking is calculated, is simple. It is based on the amount of traffic recorded from users that have the Alexa toolbar installed over a period of three months.