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eMarketer Digital
                   Travel Outlook
                   What the Digital Revolution
 Presented by:     Means for Travel Marketers
 Dan Marcec
    Analyst
 eMarketer, Inc.


Twitter Hashtag:
  #eMtravel


                                           ©2012 eMarketer Inc.
Inside today’s webinar


 US Travel Forecast and Digital Trends
  Online travel sales
  Mobile & smartphone growth
  US social network usage
  Digital media usage – audio and video
  US digital ad spending


 Worldwide Digital Trends and Their Effect on
 Travel



Twitter – #eMtravel                         ©2012 eMarketer Inc.
US Travel Forecast




and Digital Trends
                     ©2012 eMarketer Inc.
The travel industry’s “look-to-book”
conundrum




                                       ©2012 eMarketer Inc.
Number of
online
researchers
and bookers
growing




              ©2012 eMarketer Inc.
5:4 ratio of online travel researchers to
bookers



      115 million travel
     researchers in 2011
         Source: eMarketer




                             94 million travel
                                 bookers
                               Source: eMarketer




                                                   ©2012 eMarketer Inc.
Looking or booking? Or both?




            “Look-to-
          Book” Ratio
           = 4,500:1?
          Source: Pegasus Solutions




 This eye-popping number reflects the amount
  of travel research conducted online, not the
  ratio of shoppers to buyers.

                                            ©2012 eMarketer Inc.
US online travel research in 2011:




  115M researchers
       94M bookers
                  5:4



                                     ©2012 eMarketer Inc.
Overall US online shopping in 2011



         178M shoppers
          143M buyers
                          5:4

 While travel researchers spend a lot of time shopping
  before they book, the ratio of shoppers to buyers mirrors
  general ecommerce.

Twitter – #eMtravel                                   ©2012 eMarketer Inc.
Online travel sales forecast




                               ©2012 eMarketer Inc.
Online travel sales growth is maturing




                                         ©2012 eMarketer Inc.
Mobile trends



                 36 million smartphone
                    bookers by 2016



                      73 million
                smartphone researchers
                       by 2016



                                   ©2012 eMarketer Inc.
Mobile travel planning explodes




                                   4.5x growth!




Twitter – #eMtravel                    ©2012 eMarketer Inc.
Getting social



   65% of travel
   marketers to
  increase social
  budget in 2012
   Source: Frommer’s Unlimited and Tnooz




                                           ©2012 eMarketer Inc.
Social networking hits its stride




  Half the US
  population
   are social
     users




                                    ©2012 eMarketer Inc.
Social media is a highly mobile activity


     Two-thirds of smartphone    One-third of the population
      users will access social   will access social on their
         on their devices               smartphones




Twitter – #eMtravel                                   ©2012 eMarketer Inc.
Social media can inspire purchase




                                    ©2012 eMarketer Inc.
The mobile traveler




                      ©2012 eMarketer Inc.
Gen X & Y
      Males use     use mobile
     more mobile   the most for
        travel        travel
       content       content




   46% have a
   bachelor’s       35%
    degree or       earn
     higher        $100K+


Source: comScore

                        ©2012 eMarketer Inc.
Local is the next phase of mobile
marketing




                                    ©2012 eMarketer Inc.
Digital Media — What’s Next?




                               ©2012 eMarketer Inc.
Broadcast on the “big” screen




                                ©2012 eMarketer Inc.
Dominate
the
“small”
screen
  77 million smartphone video
        viewers in 2016




                                ©2012 eMarketer Inc.
Smartphone video for travel content




                                      ©2012 eMarketer Inc.
What about audio?


                                      80 million
                                 smartphone music
                                  listeners in 2016
                                             Source: eMarketer




           “15- or 30-second auto-play videos
                while people are pausing,
             changing stations or skipping
            songs, have tremendous—almost
                 90%—completion rates”
               — Heidi Browning, SVP Strategic Solutions, Pandora



                                                                    ©2012 eMarketer Inc.
Advertising trends




                     ©2012 eMarketer Inc.
Spending uptick for most online formats


  Online Video                  Search = +
  = 5x growth                     $9.5B




                                       ©2012 eMarketer Inc.
US leisure travel online ad spending
will more than double over 5 years




                                       ©2012 eMarketer Inc.
Leisure travel has less than 10% share
 of US online ad spending




Twitter – #eMtravel                   ©2012 eMarketer Inc.
Global Trends




                ©2012 eMarketer Inc.
Smartphone
users by
region

   UK smartphone
  users have highest
   adoption among
  Western countries




     Nearly 75%
     penetration
       in South
      Korea and
        Japan


                       ©2012 eMarketer Inc.
Global growth of social




Brazil, Indonesia                        India and
   and Russia        China has 300       Indonesia
social users are      million social   showing most
 more than 85%      users, more than   rapid growth –
of internet users    double the US     more than 50%




                                                 ©2012 eMarketer Inc.
Why eMarketer?




                 ©2012 eMarketer Inc.
More Than 4,000 Sources Vetted
for Accuracy and Relevance


 Research Companies
 Associations
 Consulting Organizations
 Government Agencies
 All Major Media Outlets


                                 ©2012 eMarketer Inc.
eMarketer’s Process




  Charts & Infographics | Forecasts | Reports
             Articles | Interviews




                                           ©2012 eMarketer Inc.
Travel-Focused Research Reports




                                  ©2012 eMarketer Inc.
Contextualizing online market trends
for travel marketers


      “The phrase ‘couch potato’
   might better be ‘couch octopus,’
 as a consumer works the TV remote,
updates a social network page via tablet
  and responds to a smartphone text
               message,
       all more or less at once.”




                             Mark Dolliver
                             Demographics Analyst, eMarketer
                                                         ©2012 eMarketer Inc.
Lessons for Travel Marketers



        “Travel marketers using mobile media
                    can’t assume
         their audience is always on the go.”




      Dan Marcec
      Travel Analyst, eMarketer

                                                ©2012 eMarketer Inc.
eMarketer’s Total Access




                           ©2012 eMarketer Inc.
Q&A Session
                    Learn more about digital advertising with
                      an eMarketer corporate subscription
eMarketer Digital
 Travel Outlook
                     Over 120 reports are published each year.
                     The following are a few recent ones
                     relating to travel:

                     US Leisure Travel: Digital Ad Spending Forecast and
                      Key Trends

                     Social Media for Travel Marketers: Cultivating
  Dan Marcec          Conversation to Capture Customer Sentiment

                     US Online Travel Sales and Booking Forecast: Mobile
                      Offers Opportunities to Shift Share in a Mature Market

                     Online Travel Search: Attracting Lookers and Catching
                      Bookers
                       To learn more: www.emarketer.com/products
                         800-405-0844 or webinars@emarketer.com


                                                                   ©2012 eMarketer Inc.

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eMarketer Webinar: Digital Travel Outlook

  • 1. eMarketer Digital Travel Outlook What the Digital Revolution Presented by: Means for Travel Marketers Dan Marcec Analyst eMarketer, Inc. Twitter Hashtag: #eMtravel ©2012 eMarketer Inc.
  • 2. Inside today’s webinar US Travel Forecast and Digital Trends  Online travel sales  Mobile & smartphone growth  US social network usage  Digital media usage – audio and video  US digital ad spending Worldwide Digital Trends and Their Effect on Travel Twitter – #eMtravel ©2012 eMarketer Inc.
  • 3. US Travel Forecast and Digital Trends ©2012 eMarketer Inc.
  • 4. The travel industry’s “look-to-book” conundrum ©2012 eMarketer Inc.
  • 6. 5:4 ratio of online travel researchers to bookers 115 million travel researchers in 2011 Source: eMarketer 94 million travel bookers Source: eMarketer ©2012 eMarketer Inc.
  • 7. Looking or booking? Or both? “Look-to- Book” Ratio = 4,500:1? Source: Pegasus Solutions  This eye-popping number reflects the amount of travel research conducted online, not the ratio of shoppers to buyers. ©2012 eMarketer Inc.
  • 8. US online travel research in 2011: 115M researchers 94M bookers 5:4 ©2012 eMarketer Inc.
  • 9. Overall US online shopping in 2011 178M shoppers 143M buyers 5:4  While travel researchers spend a lot of time shopping before they book, the ratio of shoppers to buyers mirrors general ecommerce. Twitter – #eMtravel ©2012 eMarketer Inc.
  • 10. Online travel sales forecast ©2012 eMarketer Inc.
  • 11. Online travel sales growth is maturing ©2012 eMarketer Inc.
  • 12. Mobile trends 36 million smartphone bookers by 2016 73 million smartphone researchers by 2016 ©2012 eMarketer Inc.
  • 13. Mobile travel planning explodes 4.5x growth! Twitter – #eMtravel ©2012 eMarketer Inc.
  • 14. Getting social 65% of travel marketers to increase social budget in 2012 Source: Frommer’s Unlimited and Tnooz ©2012 eMarketer Inc.
  • 15. Social networking hits its stride Half the US population are social users ©2012 eMarketer Inc.
  • 16. Social media is a highly mobile activity Two-thirds of smartphone One-third of the population users will access social will access social on their on their devices smartphones Twitter – #eMtravel ©2012 eMarketer Inc.
  • 17. Social media can inspire purchase ©2012 eMarketer Inc.
  • 18. The mobile traveler ©2012 eMarketer Inc.
  • 19. Gen X & Y Males use use mobile more mobile the most for travel travel content content 46% have a bachelor’s 35% degree or earn higher $100K+ Source: comScore ©2012 eMarketer Inc.
  • 20. Local is the next phase of mobile marketing ©2012 eMarketer Inc.
  • 21. Digital Media — What’s Next? ©2012 eMarketer Inc.
  • 22. Broadcast on the “big” screen ©2012 eMarketer Inc.
  • 23. Dominate the “small” screen 77 million smartphone video viewers in 2016 ©2012 eMarketer Inc.
  • 24. Smartphone video for travel content ©2012 eMarketer Inc.
  • 25. What about audio? 80 million smartphone music listeners in 2016 Source: eMarketer “15- or 30-second auto-play videos while people are pausing, changing stations or skipping songs, have tremendous—almost 90%—completion rates” — Heidi Browning, SVP Strategic Solutions, Pandora ©2012 eMarketer Inc.
  • 26. Advertising trends ©2012 eMarketer Inc.
  • 27. Spending uptick for most online formats Online Video Search = + = 5x growth $9.5B ©2012 eMarketer Inc.
  • 28. US leisure travel online ad spending will more than double over 5 years ©2012 eMarketer Inc.
  • 29. Leisure travel has less than 10% share of US online ad spending Twitter – #eMtravel ©2012 eMarketer Inc.
  • 30. Global Trends ©2012 eMarketer Inc.
  • 31. Smartphone users by region UK smartphone users have highest adoption among Western countries Nearly 75% penetration in South Korea and Japan ©2012 eMarketer Inc.
  • 32. Global growth of social Brazil, Indonesia India and and Russia China has 300 Indonesia social users are million social showing most more than 85% users, more than rapid growth – of internet users double the US more than 50% ©2012 eMarketer Inc.
  • 33. Why eMarketer? ©2012 eMarketer Inc.
  • 34. More Than 4,000 Sources Vetted for Accuracy and Relevance  Research Companies  Associations  Consulting Organizations  Government Agencies  All Major Media Outlets ©2012 eMarketer Inc.
  • 35. eMarketer’s Process Charts & Infographics | Forecasts | Reports Articles | Interviews ©2012 eMarketer Inc.
  • 36. Travel-Focused Research Reports ©2012 eMarketer Inc.
  • 37. Contextualizing online market trends for travel marketers “The phrase ‘couch potato’ might better be ‘couch octopus,’ as a consumer works the TV remote, updates a social network page via tablet and responds to a smartphone text message, all more or less at once.” Mark Dolliver Demographics Analyst, eMarketer ©2012 eMarketer Inc.
  • 38. Lessons for Travel Marketers “Travel marketers using mobile media can’t assume their audience is always on the go.” Dan Marcec Travel Analyst, eMarketer ©2012 eMarketer Inc.
  • 39. eMarketer’s Total Access ©2012 eMarketer Inc.
  • 40. Q&A Session Learn more about digital advertising with an eMarketer corporate subscription eMarketer Digital Travel Outlook Over 120 reports are published each year. The following are a few recent ones relating to travel:  US Leisure Travel: Digital Ad Spending Forecast and Key Trends  Social Media for Travel Marketers: Cultivating Dan Marcec Conversation to Capture Customer Sentiment  US Online Travel Sales and Booking Forecast: Mobile Offers Opportunities to Shift Share in a Mature Market  Online Travel Search: Attracting Lookers and Catching Bookers To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.

Editor's Notes

  1. US advertisers are spending more online and through mobile. How does that compare just to the travel industry? Not surprisingly, online leisure travel ad spend is growing at a significant pace. Overall spend will more than double by 2016. Of course, this only means that the competition for online consumers’ eyes is going to heat up. Travel marketers are already battling across the web to pull in more customers to book directly on their sites, and the increased spend means a more crowded marketplace. This means that travel marketers aren’t only going to be spending more, they’re going to have to get creative in how they present content and where they put their marketing dollars if they want to see an ROI.
  2. eMarketer’s forecast shows that leisure travel online ad spending is going to grow significantly, and that adds additional pressure for travel marketers to hit their target consumers more precisely to stand out from the crowd. Compounding this competitive environment just within the travel vertical, leisure travel online advertising is growing in step with all other industries’ advertising spend as well. Despite doubling their efforts, travel marketers aren’t gaining significant share. That means the pressure is on for advertisers to differentiate and stand out amidst all other ads. For example, if they’re running general branding campaigns in a national news outlet, they’re going to be competing with retail, finance and automotive at the very least, and they’re going to have to make their content both attractive and accessible to meet their goals.