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Google - The 2014 Traveler's Road To Decision

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Full extract (ppt) from the Google Hangout presentation of the Goolge's annual travel study made in collaboration with Ipsos MediaCT.

Here a quick recap of the most important insights:

- 76% of leisure travelers select an OTA for its lower prices and better deals.
- 53% of business travelers select an OTA for its better site tools and options.
- 20% of travelers move to competitors’ sites due to a poor mobile experience.
- 13% of travelers stop using brand altogether due to a poor mobile experience.
- Over 65% of travelers begin researching online before deciding where or how they want to travel.
- Travelers are less loyal to Hotels’ Brand sites & apps and increasingly turn to search engines for online trip planning.
- During the comparing stage of their trip planning is when Travelers rely the most on specific brand names/websites searches and also on price-related terms searches.

View the complete and insightful presentation on: www.youtube.com/watch?v=H3vCrnIKm_k

Published in: Travel
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Google - The 2014 Traveler's Road To Decision

  1. 1. The 2014 Traveler's Road to Decision ‘:1 -
  2. 2. Inspiration Trove/ ers re/ y on socia/ /video/ photo sites and search engines as top sources of influence :5?
  3. 3. Go «:1: Travelers agree that they turn to the web early on in the travei process Leisure 1 1 Business
  4. 4. (30 qlc 4 Friends/ family and online sources are critical in travel inspiration : ».‘. :urces cs‘ inspiration 11 _. .1- . ’:u": 'l‘£'u'e". ‘.§‘r‘}. ’.. ‘.’§ 56% Internet 1 56% Family, frlends or 274?, colleagues online / ,;; .7/, ' l; .1;»--ulliclv .1-I-i-gt-. :.~ l'i:4.. !.> Ml’
  5. 5. (:10 Q11.’ 1 Search engines and YouTube are top online sources of inspiration I J ‘v-ll -1 <, i-Iu«| .- 1'1 - '1 liywnv <lv» [I'M H Search engines 61% 1l, —i+' l‘—“‘. <|l—'p'u‘ ' l>—‘M. -‘. —i: .; ‘V -l"""n Tim. ‘ 1 . .nr: n ‘>[7l‘ ' ' : :v-; x‘. .i'-: 'lr- Rim 7?‘ VH1 “,1 ".3--Gil ‘.1’. -»ei; :;: u
  6. 6. GO git‘ Oniine travel videos are influential in early stages 1: Leisure when travel videos are viewed Triwvl-‘L-rs La ‘ : ':. ::: ‘. “.‘c'I'. I.'l': ‘1Ti"i. l;ill"T eiitecl on L: ~l': ' at-: '«'. l _i': l_| l 65°/0 *. i'wi. ~~i “i I11-ti'l. ‘§ ti'. il)H[ {ail-t i 51 '* ii L280/0 ‘i‘‘ii'i’~. ''i : " i‘il-i", »; El’; -'; :U'. ‘;1L'. y[: i€ 3" [l : p to tale 6'i 0/0 ‘v”. l1li: ' i,1‘c Jsl ‘D :1 ll: -:‘; .lli Id‘.
  7. 7. of W I D _ _ » : i § 1‘) lugwi Research: Digital is key The path to purchase is still complex and trave/ er search activity is intensijj/ ing ii 1 j '1 '3-, :«-. =’«_'i4§. -1/‘. i.": i—; m§iEs11Ei: =£é£. rAe if! ‘
  8. 8. Go ‘ The internet is the top source for both leisure and business travel planning Tf~Ei‘v‘t3 it-Ianr= ii'ig sairces Leisure Travelers
  9. 9. Search engines are one ofthe most popular online planning source for travelers, more so among leisure travelers Leisure Travelers '-—. -ii 1 ~““ll —'»i "I V 1 '_i‘i, ii, [;'_, I, 1; __~ _—, __l-_ 4' Mir‘ ‘-~‘-ii i~ , l_i_ '; v‘iii_| ,:i 'I. '1.r1 -4- —‘. ~ ‘A i‘. 'ii'i'»'i l -—i -i i dwliii V llll i ll ‘ , ",‘l, l[L/ ,r i lei ; ..~‘; ,[ l v— ill-il '-»i‘i-ii ‘Ii Top 10 Online Sources Used in Travel Planning
  10. 10. Go git Leisure Business
  11. 11. (J0 git’ = Personal travelers are increasingly turning to search engines first vs. brand sites/ apps for online trip planning Rite: /anp* . r.»hpna r~, .-gnir. =.li'«. ,« stair online trawl planning among personal trams-iers I 7 wk I". _ , ‘ search. .. 3'‘ T X’rT"‘[‘l‘ 3: _ T xv Search engines 24% 16% , “ : ii'l ‘ ii'i— '11:‘ 1' T , , ‘O -3' S: -arth engines 18% 13% -'[. '.. ,'~ . ‘i‘cl", i;iUEL-. .ilJL_ 11 J Search engines 26% 18% I, .. , i'i_i _i '_. i.__, _l[_l}__ A-~ Search engines 19% 1-l“/ o
  12. 12. What's the first thing that you type into Google when you start to plan a trip? destination address the name Of the WBC9 maps. goog| e.com depends on the trip name of destination **'**'“"*? ' cheapma°"°"§ ciooqle flights f| ights’T1e ‘(tress ' mpeam where i'm going Cli0Z}: p‘iliqli, Y1:mS I U 0 n location . .‘ m de I. I. .maL- of l0Cd1lOT'i mapquesigw y splinaacéorflame cheap hotels destination cit_y“‘* city name P ace trlp h ‘he Plgcgrlgm 90*"? ! google maps travelocity kayak rrlont know ‘ i: ]g5'_i(i; ’n| (;i‘, {game the r‘. al1i'2I’)l the place I W‘. »2_. )O(l1g
  13. 13. L10 -= Travelers rely on generic and branded searches throughout at different stages of planning Seariil“ Terms that Pei’: -anal Travelers. use in Plannirg Ii» . DestlnatiOnvr<: :tffTi*: ; SA‘ 5,0 Zoo/0 Priceielated terms 4'7 9'73 019% 23% Specific brand or 51% 48% 30% website names P: -rsnnal / rtivit-y»related terms 3'. ’-3"~}’(a 459/0 20% ""“°""‘ i7rms ralateri to s 7OClflC . - ‘ ‘ ‘ l 322» rim 22% needs oi wants
  14. 14. Go gi-c " 1 in 3 leisure travelers and 1 in 2 business travelers select an OTA for its better site tools and options Hi; —_isoi'. s foi Boukiiig, -: uii S[. "i_'. ’,| ii(_ Oriiirij l; i'v‘I_‘i . »€_: r:ri: ;y‘ 5it<; :.. i’fx: _ips Pei: ', “idi its 311:‘; li*: ‘;': izie er ; . Qatu L ‘ I i§‘F0 76 i D-‘ +3 W [-—i r 70 ’ F, ‘ ii ' i_ i; i ': iI: j<F‘i, H i i i 1 i ii I11: 39”-"Li , i4i'ii'I ~iii —L i 52“ -'i— K'i‘ i i ‘l— iII- 33"’-J Zi:9‘u i— i 1i 36; , _. . , -Y V -— ‘ /9'-:1 _ ‘ J‘ M I I _t 4%:
  15. 15. Research: a Brand opportunity Most trave/ ers are undecided about which brand to book with, and how brands are d/ ’]7‘erent/ ated . =:-i-. t_§a’«iii_rr-i: i=aetaite1x¢§)-iaaigxi :2-é‘
  16. 16. C10 Qilc‘ 1 Most personal travelers go into planning undecided on a brand (Zei'T3:nr‘, « of spec f -'7 nra'icl»"ci: in1pan-, ' to use ‘l‘l is iii ill . < >1 iv. ‘ -, i:c. «" cw‘: e‘— [‘l: ‘l‘>‘ ‘C *3’ ‘Jul. , ;~_~iv 5 1" :71 my. /‘~, ll * ’. L'. .' . ... . l » I | l 7‘ iv rm. .- . Mn’:
  17. 17. LHage : li7l3l~: clii: para pacai e pant. =.lla ccrnpleta C‘i1agaC’li: al'-empc true pre: =«: na la t~: i:la Ctrl care = .:i_l: tar al tamani: ilel . i:lec i . v- l/ lost leisure travelers are also unclear on the differences between brands Perceiverl difference anmrig nrarids (T3 9*) ll‘! i’; l 1 ‘lli. *'‘i '1 lgt‘, IA. ‘ ~ I I ‘lat Heavy business travelers are mere likely to I‘ R see I difference. but not substantially more
  18. 18. Go Q51‘ A Loyalty influence declining for business travelers, who are normally among the most loyal ; _"7_ll~‘l(C)
  19. 19. C10 git Travelers would switch programs with better perks and easier path to rewards 1." l>crson. :l travt-icrs FlF>“‘. «'i E| ‘1'J-‘El 52% ’) ‘l “xii A/ ‘J-LI I'll Affluent travelers Reasons for switching to a different Ioyaltylrewards program i‘v‘r>ii‘i'i ". *u‘lTi“" l‘: r . ‘:i‘ii, ~ ‘e’~1,<i“I' 1-’ . :*i E-' “ '5 l: »3i’e*irs J rullitle iii; -'4; Laig-; —' I at l_lL5i or: «'l, ~ I ll, '_l'_l lr, ‘ l—"e"' ‘in’. :. ‘i+= -:': Ii= i': 'vi'ni‘1-'-"ir‘li'ii -'ii“i—'. ~‘— l 1»'—' [v': ‘— trip "ii rl . Lil’ lei «, iJLil’‘iL~ ''a'lli' ; tl ii: ' , p«, --, "i , ti, -'ii: ,,. iii: L:‘p, l : 'i«, v l‘ ll, -, Li H? it 1':
  20. 20. l/ lulti—screen activities Ti*at~e/ ei‘s e. .:-stend their activities from desi<’to_as and tablets to siritiitp/ vanes cicrass a/ i’ stag“: ix?
  21. 21. C10 Qli: 4 Smartphones are used throughout the travel DFOCGSS 32”‘ Personal travelers Used during any phase (Net) ; ~lL 67% V51.‘ idLl: _il l '. ill i , l‘, “l i l , ,, Fl 1 l l l l it HF’ l l i'm: l'. .=. '-‘. »-, ~'l l l i, ‘ , _ _V c -_ F ~ l““ | ll'r“‘l'ii». ‘| l lif. -' — —il~ - ill 7
  22. 22. Go git Travelers go to the same types of sites on smartphones as desktop/ tablet. ..and sometimes more so! , , -tislzi i: ]l, ‘:‘i L ‘if . ,l i_ i. c li, i‘. ~ l-i I'il~i: i‘ii‘i| iii. illiil " i_i‘ 170+ -. -‘ei: _al L _—i ll : it: :~-'ai. ii. i: i‘lwle= _i‘ ‘ : eaii, li i: g ~»: ;'. .i 43% Lirili i- ii . ‘.. :‘I"‘l' 3- ii, ‘wlat ; ite: ":it'r, .-, f. l:‘: t: r: l,l'. ll' _: e , 'i _iii~, ,.n: li, .i: ,,'; . 15%
  23. 23. C0 git’ Leisure traveler device use during the travel process Research 1'. i‘ 'i‘i‘i' i 82% 2f7:‘: i"Ci air tram-: 89% 27% L*; d;a, i'm 85% 76% ‘T I | -l"»i 76% 29?»"'r. i . i“. i‘ . il v-I’ i; i;~. :.«ag, :'; : lfiillii. -' I: iia-- 7§(l, & 7)r5i‘D 7 5% 8 5% 77% 7 .7, 76% 65%
  24. 24. Cross-device movements Early actions on mobile influence booking decisions
  25. 25. Cu) git‘ O’ Smartphones are often used for travel inspiration in ”snacl<ing moments” before planning Usage of smartphone for travel inspiration in spare moments. such as when vvaiting, comrniiiing. err by affluent travelers
  26. 26. GO Qlf ¢ Half ofthose who use their smartphone for leisure travel inspiration ultimately book another way (not on smartphone) Br: -r: l<ir; i‘ner'1cicls after using ~—. n‘i. =irtphr, iri2 fr, -r lPl§| i“r3 travel '1~= niration +¢J| li| ¢i~7'; hU4I-f'tII‘l= |lIl1 j>; ‘~"iu l 7'" : = *: ;'~, t.llli'ni: :i-ivv-= ‘b:1IiElIIif>i-feta 4'Lil3‘u 3", i l lJl’«‘l, i l Ci'I‘Li T7, 4:80/o I l: rririt“ l’i'v; l- i-iiiritizi v . ‘,i_7i, 47°/0 rfif i. r-i I llT. ..: 'li -r-7 t. i.*. -’ii‘iiv'r wv
  27. 27. G0 glt Leisure travelers switch between devices for a variety of activities Sijcitiivititil t: ~.. -vi: _i: auivitiiqs loi Liavigl plaiiiisiig. i'l. iui_: ~l«ii ig -: ‘_ll-: ". — -: l‘—. l ‘_l_r. — HF-lllqfidl . i 1.’ iii‘ _~ l‘. l —. i ‘_: ~l A. ll , l.= .- ili, —li ii I
  28. 28. Co git" Leisure travelers switch between devices for a variety of activities Se-. '_iLi~‘_*'iLitil U'_“v‘| U_" «_l{_[l'v’lL| ti> lci tiav»: :l plai"iii ig. i'b-: )r; »kii ig. i t‘ i-: ‘*: ‘l‘: l; , ,l; e _5t‘l, -:; il, ,—LLi—. -e"i, .1 l, il: ‘ | ‘ll‘. ‘ , i, i,, l:ij; ' : lLl »: !; ‘jL'd ii’ ; Lie; ili, 5., ,_ “ _r(-) r I _. 4_ ti . _ K I ‘ ¢: ~ A P‘~i 5!; 7’: "4/'3 ’ t/ :: I l_i ii‘ L I il-‘Nil l "ill L l. i‘: '1l
  29. 29. C10 glf Across categories, 75% of leisure travelers switch between devices to plan or book Seritieritial f. 'iP‘v‘li. 'P iisage for travel | ill' iigli. ’l'llil 'll. lli| ii. 'll‘, ii ‘ii . iii . ii ,1: xllii ii» I: ‘l ii‘-. -:1) 75% /4‘-3'1’; /l % /1% 90% 8 iii/ i = 1 1 l 0% 8% 5% 2 "ibis i 4% . .-= i~ is-. 21 % ‘l 7% i 9% i 7% 35% 29% a 27% 28% 26% yeizii i 7% mil vi 1 7% i 9% ‘l 8% 20% l 0% i 2% 25% 26% 29% 29% i 0% i 3%
  30. 30. i—. O‘ .3” Co Leisure travelers most commonly switch between devices by conducting a search on the other device r‘. "1i: l.l ocl . l"l7 o—. ill; " : of li. »li: -‘i. ii llj; _§ l_%etwei: i1 ‘ bi; -i1._i~; "'itia| Llsaag-*3 ' ' " 'ii'>'i'i-'e. rv‘ Conduct a search on the other device Directly navgate to the ties: naton si: e (using a web browser or an app) §end an email/ link to myself Save bookmarks, shopping cart oi favorites in my accouii: Sync to an or ine service (siich as Drophax, Google Docs) Other 39% 3 S '90 3 4 “in 22 ‘-34; 7% l 0%
  31. 31. Mobile sites vs. apps Trave/ ers sti/ / rely heavily on both, and encountering a poor site experience results in a negative impact on a brand and the bottom line
  32. 32. Co ; Leisure travelers mostly book via mobile websites, while business travelers mostly book via apps — both are still key Onlire (Net) 71% Via the website using a browser 45% Used mobile "apps/ ’ (app| i<: atioi‘is) 40% Phone call 44% 86% 55% 63°/0 44%
  33. 33. Go «ti: 4 One in live leisure travelers downloaded a travel—related smartphone app due to a poor mobile site experience RCcl: TJl’= ‘_» ‘oi D'Ll«’Villi‘, Ic1Lllll}5l, /L sirig Travel QrslatesdS'iiait: ,1lioi‘eApp; ‘til: _lg‘ L'_‘l__ »_ Ii, :,»_lr; ‘.l. '.‘ _ I . ll1:. li~. l: ‘l B("lli‘l ii an li'ii)h: i'- st‘. l' . ’Ni-'. l ‘: div, 5, [dSl: ':'l 112- Hf: }': ‘l‘. -‘6:' or l)'; ~:; k tier‘ I_Ii'l "'i)l_Zl| E : -IIE 42% _¢‘ Mobile site for me branp rot '"»eet: rg-1 needs “L, lo s; -u. -we l.1lfl'bf)l‘: l|IlllollllcllOlli’SEl[= l‘}§ 39*‘-i: Of’ eisure tr; -.rele*s lw. a't-ea plan [0 am or ill? i I , : , FL '' ‘FL’-]adP(‘_jl I lqpj “ Fill L1 lii. »1iiL1wii? 'iwHUI'i' l»u'vl' ii—'w. —iI‘fl*3« . ”‘, ".'J '55 73 UL? -.i‘C| i'i3aat». ;i: l mm, -,i, .,«r, n‘. p siw_aiLpl‘r_: uri~. _‘ app Ir‘orr~"a: ion ‘niurn 2'7»? brand ire»: tue"i: y 37%; Rlw’ r1riri*rvrit1.1I nrrc l: rim li | "lld"»‘ rianiil-, i, or ml mi; -_; i.u~~: NC». Rati"igsi‘Re: C-mrncir‘czatiori | 'l an app store 2:<‘ei. v
  34. 34. " 1,. Ln‘ flu Even after they download travel apps, travelers still use sites Ti‘a‘. ,'e! er *iv‘re spent: site apri ‘. l lli ll '4 ll-.
  35. 35. of leisure travelers have had a poor experience on a mobile travel site Only of those who have encountered a mobile site that wasn't optimized actually pushed through
  36. 36. GO gilt A poor mobile experience forces travelers to move elsewhere ijonrii: -ct. with brand nilferc-rt we-ii, » ll‘-le: -ti 63% A: <'a~i2~. eil "I9 ‘S. -llllH mile : >ii i. ', '|lllJ‘. ‘lH' l. )l lalilel 51% ‘ I i‘: i')l«: '-ii in sin‘ il ['1(‘[K‘. "'l'€)(} . iii. 'ii: -pfliii tliii ~; i‘ii"-3 l'Jl4Jl‘II I i ii i it 27% - dowi load _- _ Ca led the si: ei‘c»: imoan= ,-' 17%
  37. 37. G0 Q}: l A poor mobile experience forces travelers to move elsewhere. ..and has a negative impact on brand iirjnnect with brand : : Cllll&’CI'‘I way‘ (Netl 68“/ o Aiii'eE. :1.eiliiie*£. aii’ie-«Ale:2-'w’i: i’ii; iiile' iii talilei 51% ' so-’~ if : l'ii'-i: '- v»: ti~: an app tV: :ii' il‘i: - site‘: brtiimi I r: 'i. i r: 27% E‘: - Ca led the site/ cc-moany 17% Negative impact on brand (Net) 40%
  38. 38. :“iu IL; 7 i ii Mobile & in—destination Smartphones are the go-to devices for local information when traveling ‘E15515-‘(I-i| Hl? l¥i= §SiEfilEl: 'ii)? !Efiéi; ‘jfj ii? ‘
  39. 39. C10 git Travelers often call airlines and hotels for information from the road *5 — l l l'lil‘l ll l". i . . l il l l l it Ill‘ i ll i l‘. :.i ii . i l I . _‘— . ,; . ;- _, —. ;—-V i i’ m i ll ii. l Ill‘ ii; I ‘ ‘ H ‘ Y ‘W ‘ l ix. ‘il~ ii1,~i‘ : _ ‘ li3.»ii
  40. 40. Go git" To decide on activities once at their destinations, leisure travelers rely on a mix of sources “3iii: .irce= . iieed a: itivitie<le. ~;rirsinns - 36% ~: | ' ' i ll 4 l ‘ ‘i i ll‘ 23% .7 i 13% _ 1 V y T’ _ I W __ 13% £, .ii“i "ie l‘v‘E= fll ‘ I 9%
  41. 41. K50 “lixl To decide on activities once at their destinations, personal travelers rely on online sources, most frequently on mobile ll». in 'lev'~'le ii’ ‘i’‘ ill ; "s: .:' = '
  42. 42. Go git Search engines are key among leisure travelers using their smartphones at destinations to decide on activities Merl‘ir‘, u:ls ofaccessing ll'li"OFlT»8Tlt')! ‘i al‘i~: i.it ac‘. 'i. ~ities«"excarsicins on si‘riar‘. phcii‘ie 84%
  43. 43. Tvviewing habits Travelers are watching in more difierent ways than ever before I: . . , -ui-‘ ’-J’-jut. .
  44. 44. CO git" l in 3 travelers watch their favorite programs outside of live TV lv‘: etl‘-ans of ‘~. i.-ati: l'iing lV “nli-'--" ‘Eli ""f: lTlil'| :“ "l‘«‘| i'i"':
  45. 45. C0 git ~ i 3 Even when they watch live TV, four in ten travelers don't watch the commercials Actii. iiti. e<. clorr-E cl ir ng com men‘ a l‘. u'i= .a~*s while ‘-. '-iatching Til prc»: rai‘ri< . v.‘ . .I
  46. 46. I. . :2-L Go When given the option, most travelers fast- forward through commercials Activities clone i". .ll' ng cnmmerc a b"eaks. Wl"| lF* wat»: ‘hing Tv’ proi_: rai‘i‘is. ' 52'». 30:»: "‘, 5-. “'y: 1 ti 4 " ' 30% 22% 35% 38%
  47. 47. __i. ‘_; _; .5" Video: the next frontier Travelers engage heavily with online video, and watch more than just travel content
  48. 48. oftravelers who watch online video dlcl so = - within the last month
  49. 49. oftravelers who watch online video dlcl so = - within the last month
  50. 50. C10 git’ Travelers are engaged on YouTube, with 3 in 5 leisure and 2 in 3 business travelers visiting to pursue passions T«‘. easnn< for ‘~“‘= lT! i'_Z, ‘i‘n, i'. in»: [M
  51. 51. Go git Travelers who watch online video can most commonly be found watching music, TV show and movie clip/ trailer videos Ton :7’) types. OT‘-. i"lfI>. '—'C)~‘- w. =.frl’ien online in pa<. rri1n-nth i’, i'ii- : r.i, li‘ -- Iw ‘ l 'iliii~- i. ‘ it xiii--i: 50% 5“; ‘W, 43°/ C 50% 42% , L'. .l’" 49”/ o ".6 '‘''-l? ‘’‘”» 35% I ' V llmiirii .36“/0 ‘: ':’ ‘. "."i‘iii‘v: ~'i 34°/ «,. 45% ~: ' -v v 34%
  52. 52. 35% 56% L»; ~i: ;ur; ~ tra'i. r.. l:-r: ; . .,. Engaged in trave| —re| ated video activities within the past six months
  53. 53. Go glc Oniine videos are viewed throughout the travel planning process, particularly before decisions are made WW-‘= r. Tl’. =i'-. /Pl . v“ll‘l(3f‘, ‘ s a re iewed ‘ r: J"Ii"‘; !}i l“'- Vllm it i. '.. li‘r zw :1"-‘Vwli-"Ii iii»‘i, v’v»1 ' in 55% 5 2% 65 °/ o 63% 5 ll % '1 / OJ / /‘OX / E a _ . -‘ l: O:) ('%‘~‘). (ital (, uli . "‘l l , K 1’ , t I 9 ‘, ' K4‘ “/ X / i ‘i/ ,/ ‘i/ / _; /l_, - »d/ I, ~~JV/ in l‘l‘ I l - l “- I lll lit’ I 1 . I .
  54. 54. GO gli’ Oniine videos from brands are viewed by more than half oftravelers 1'. Leisure travelers 5 5 °/ o 5 5 °/ o 54 °/ o 5 3 % 4 9 °/ o 3 7 °/ o 34 °/ o 3 “/3 Types of travel videos viewed ': _i‘ :1 'li, :.r: | _| M": «.31-, ie: l: i,: ~rx"ei | >:Ij an we ~, 'l’7c'*, l l. ,i '~: . y/4.2, f Ll iL": ‘,EJl‘: ‘-5 ll e lw| l “I v ' ii leu, "l vi ilfl. :‘ l1 -: Ll, il l > ml’ ‘:1 ill» l'l. '1‘: ‘ >—i [we likllr l ll . .'i: l, '£‘_“ l 1 ‘. '- l Llll -ll, VI l ‘l lV'
  55. 55. we .0 M Family travel Chi/ dren’s preferences matter and influence decision making
  56. 56. £10 “Iii The majority of families take at least two trips together per year “ 64°/ o
  57. 57. , in ‘ 1 CU Rig ‘ '5‘ _, l/ lost planners are undecided when they begin planning family trips Lermirity of DE‘Sill”iCi[lO'i .3: the BC‘L-_Y| l'll“lIl'; vI of P-: :arsor~: =l lr. :i«. =i: =l l—’lJi*r -‘lg
  58. 58. Children play an influential role in family travel destination decisions starting at a young age l’: i:_i: i:Lcigr: oi tii'iu: i -_ii. wliicl‘ : _I llLl't; "l '_~. pi L‘l': li; "l~f_i_“_» liilll_l€’ll_i_‘ laiiiily U ;1‘x= |_‘l LlI_‘i'. lEi-; ilI: 37 °/ o
  59. 59. GO Qli‘ Oniine sources play a critical role in family travel planning ‘; ~:: isr l_i; ’L: useii. to ci»: ::: de on fi: fl’iily trip: Ci’ ‘v'. .lL; lLlC~llE- witl l. .l. ',lb Internet i V’ '" My child(ren) “'* . :; H i i . 40% Adult family, lrlends or colleagues online 20%
  60. 60. Closing remarks v? 4;‘-J‘u; g§i§aii: i:-I; -'e%_. iii‘: ’.‘i-. mi; .r; i_‘iy.1’ag_. *_i, . ii? -.- i:

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