Infographic on the various stages and the touch points used by travellers during the flight purchase journey.

1. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014

2. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
01Overview &
Methodology
Pilot Topline
Results
Additional
Analysis
02 03
Agenda

3. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
Why do we need to understand the Purchase Journey?
• Today’s “super-connected” travelers are armed with digital and mobile devices. Understanding the complexity of
the multi-device, omni-channel purchase journey helps to drive profitable growth by making more good, and
fewer bad decisions.
• Travel market distribution landscape for flight-tickets is changing into a more professionalized and digitalized era.
Understanding the role & importance of each channel can help to optimize marketing spent.
• Traditional travel agents (TA’s) are re-inventing themselves to grasp the online opportunity and to reinforce
their position by introducing hybrid models. Traditional business models are squeezed due to increased
market transparency.
• Online Travel Agents (OTA’s) are gaining share and looking for effective ways to increase their brand
awareness. With low margins, economies of scale and offering ancillary products offer sustainable growth.
• Airlines are gaining share by the direct offerings of services and by better understanding their role as a
retailer
• Aggregators introduced full transparency and are now moving upwards the value chain by selling directly b2c
• Understanding the consumers’ relationship between off- and online touch points helps the industry to increase
it’s relevance throughout the journey

4. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
An holistic view on the purchase decision behavior for flight tickets
Interaction with online and offline touch points
TV/radio
Magazines/
Newspapers
Store / Brand
Sites
WOM / Advice
Internet / SocialExhibitions
Objective: to monitor the journey from trigger to purchase, both qualitatively as quantitatively, in
order to understand the online and offline dynamics involved, including the interaction between
devices that influence the decision process

5. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
GfK Purchase Journey research methodology
Screener
survey;
Add-on
installation
Air ticket purchase
intenders
Purchased
Website
Event
Surveys
Website
Event
SurveysWeekly
diary
Weekly
diary
Weekly
diary
Final survey
Weekly
diary
Online survey – 1 screener + weekly + 1 final survey
Website trigger survey – covered 28 websites

6. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
GfK Purchase Journey screener requirements
Sample requirements:
 intention to purchase air ticket in
the next 3 months; intention to
research for the ticket booking
 decision maker of the purchase
 acceptance to the privacy
agreement
 agreed to install tracking
software digital and mobile
devices used for air ticket
research process
Screening of 15.000 gross respondents

7. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
GfK Purchase Journey scope of research
• Duration, reach, number of contacts / visits in total and by touchpoints
• Role of online and offline touchpoints
• Information sought and obtained
• Motivation and activities during the decision making process
• Touchpoints visited before purchase
• Touchpoints impact on purchase decision
• Insights on purchase
• Purchase behavior- choice of channel, intended vs final purchase
• Reasoning (non-)purchase
• Brand loyalty, satisfaction
• Initial / final trigger on purchase
• Behavioral segmentation analysis
• Subgroups segmentation
Pilot conducted in Hong Kong: March 3rd – May 11th 2014 (9 weeks)
Capturing and combining online tracking data with offline diary and websites survey data in a single-source approach to provide in-
depth insights into multi-device usage during consumers’ research and planning stage. Key metrics include:

8. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
GfK Purchase Journey panel structure
Tracked Panel:
Intenders to buy air
tickets in the next 3
months
Use the Internet as
an information source
during the purchase
journey
40% 60%
12% 48% 28% 12%
35-44
25-34
<25
45+
n = 174 Completed purchased during field time (54%)
n=123 Online Purchasers, n=51 Offline Purchasers
Share of duration on relevant touchpoints

9. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
Research path
Two out of three purchasers of a flight ticket selected an online transaction
100% were searching
for air ticket
54% purchased during field
time, of which:
96% research both
online and offline
2% online/offline research only
38% online purchaser
16% offline purchaser
Used Booking
device
(out of the 38%
purchaser)
6.8% 93.2%
N=174 Completed purchased during field time (54%)
N=123 Online Purchasers, N=51 Offline Purchasers

10. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
The multi-device usage for buying a flight ticket
Tracked device usage behavior
5
1 96
2
73
• Within the study,
the majority of
travelers used
multiple devices
• Study revealed a
strong interaction
between those
devices during
research process
Single device usage is very low
Over 65% used all three devices

11. © GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014
Destination
Online Travel Agent
Airline
GfK Purchase Journey category matrix
Interactions and role of touchpoints by industry category
Digital journey
• OTA, Airline,
Destination are
searched intensively
• OTA, Airline, Review
& Blog, Travel
Advisor - have close
connection with
Search Engines – i.e.
lots of search
journeys
• Facebook (smaller
reach) but carried
lots connection with
all other touchpoints
Start
Finish
Travel Insurance
Travel Metasearch
Travel Agent
Others
Facebook Fanpage
Deals/Groupbuy
Online Travel Agent
Travel Advisor
Review, Forum & Blog
Airline
Destination
SOURCE: Digital log-file data N=275 INFORMATION: All edges (lines linking nodes) are proportional to the volume of journeys made between these nodes. All nodes are sized depending
upon the number of journeys into that node. (weighted)
1. Increasing
challenge to be
discovered at
the START
2. Increased
need to be
present on all
touchpoints
3. “Top of mind”
position most
effective means
for conversion