eMarketer Webinar: Digital Travel Outlook


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Join eMarketer Analyst Dan Marcec as he discusses key issues facing travel marketers, including the outlook for US online travel sales, as well as behavioral trends among online travel researchers and bookers both in the US and globally.

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  • 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.
  • 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.
  • eMarketer Webinar: Digital Travel Outlook

    1. 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. 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 TravelTwitter – #eMtravel ©2012 eMarketer Inc.
    3. 3. US Travel Forecastand Digital Trends ©2012 eMarketer Inc.
    4. 4. The travel industry’s “look-to-book”conundrum ©2012 eMarketer Inc.
    5. 5. Number ofonlineresearchersand bookersgrowing ©2012 eMarketer Inc.
    6. 6. 5:4 ratio of online travel researchers tobookers 115 million travel researchers in 2011 Source: eMarketer 94 million travel bookers Source: eMarketer ©2012 eMarketer Inc.
    7. 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. 8. US online travel research in 2011: 115M researchers 94M bookers 5:4 ©2012 eMarketer Inc.
    9. 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. 10. Online travel sales forecast ©2012 eMarketer Inc.
    11. 11. Online travel sales growth is maturing ©2012 eMarketer Inc.
    12. 12. Mobile trends 36 million smartphone bookers by 2016 73 million smartphone researchers by 2016 ©2012 eMarketer Inc.
    13. 13. Mobile travel planning explodes 4.5x growth!Twitter – #eMtravel ©2012 eMarketer Inc.
    14. 14. Getting social 65% of travel marketers to increase social budget in 2012 Source: Frommer’s Unlimited and Tnooz ©2012 eMarketer Inc.
    15. 15. Social networking hits its stride Half the US population are social users ©2012 eMarketer Inc.
    16. 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 smartphonesTwitter – #eMtravel ©2012 eMarketer Inc.
    17. 17. Social media can inspire purchase ©2012 eMarketer Inc.
    18. 18. The mobile traveler ©2012 eMarketer Inc.
    19. 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. 20. Local is the next phase of mobilemarketing ©2012 eMarketer Inc.
    21. 21. Digital Media — What’s Next? ©2012 eMarketer Inc.
    22. 22. Broadcast on the “big” screen ©2012 eMarketer Inc.
    23. 23. Dominatethe“small”screen 77 million smartphone video viewers in 2016 ©2012 eMarketer Inc.
    24. 24. Smartphone video for travel content ©2012 eMarketer Inc.
    25. 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. 26. Advertising trends ©2012 eMarketer Inc.
    27. 27. Spending uptick for most online formats Online Video Search = + = 5x growth $9.5B ©2012 eMarketer Inc.
    28. 28. US leisure travel online ad spendingwill more than double over 5 years ©2012 eMarketer Inc.
    29. 29. Leisure travel has less than 10% share of US online ad spendingTwitter – #eMtravel ©2012 eMarketer Inc.
    30. 30. Global Trends ©2012 eMarketer Inc.
    31. 31. Smartphoneusers byregion UK smartphone users have highest adoption among Western countries Nearly 75% penetration in South Korea and Japan ©2012 eMarketer Inc.
    32. 32. Global growth of socialBrazil, Indonesia India and and Russia China has 300 Indonesiasocial 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. 33. Why eMarketer? ©2012 eMarketer Inc.
    34. 34. More Than 4,000 Sources Vettedfor Accuracy and Relevance Research Companies Associations Consulting Organizations Government Agencies All Major Media Outlets ©2012 eMarketer Inc.
    35. 35. eMarketer’s Process Charts & Infographics | Forecasts | Reports Articles | Interviews ©2012 eMarketer Inc.
    36. 36. Travel-Focused Research Reports ©2012 eMarketer Inc.
    37. 37. Contextualizing online market trendsfor 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. 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. 39. eMarketer’s Total Access ©2012 eMarketer Inc.
    40. 40. Q&A Session Learn more about digital advertising with an eMarketer corporate subscriptioneMarketer 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.