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The Traveler’s Road to Decision 2011
Google/IPSOS OTX Media CT
US, July 2011
Objectives

To understand how consumers research and gather information
throughout the travel decision-making process.




     MONTH




   How has travel     What role does                       Does the                          How is online            How do mobile
 planning changed    the Internet play                     research                        video used in the          devices play a
     this year?     in travel planning?                process vary by                      travel planning             role in the
                                                        traveler type?                         process?                  process?




                    Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                    www.thinkwithgoogle.com/insights
                                                                                                               Google Confidential and Proprietary   2
Research Methodology
•  5,000 US consumers identified as Personal or Business Travelers (see
   definitions below) completed a survey about travel habits and attitudes.
  –  A segment of 1,500 Affluent Travelers (based on self-reported HHI) was also interviewed
     about their leisure travel behavior/intentions
•  If qualified, respondents were routed to a maximum of two of the following deep-
   dive sections: air travel, hotel, car rental, cruise.
•  Interviews were conducted between 4/20/11 and 5/11/11.
  –  The current report reflects the third annual wave of this research (Waves 1 and 2 completed
     in spring 2009 and spring 2010) and provides trended insights.




       Personal Traveler                                   Business Traveler                   Affluent Traveler
       has taken at least one                                 has taken at least               has taken at least one
        trip for leisure in the                            three trips for business             trip for leisure in the
            past 6 months                                   in the past 6 months                 past 6 months and
          (3500 interviews)                                   (1500 interviews)                   has a household
                                                                                                 income of $250K+
                                                                                                  (1500 interviews)



                        Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                        www.thinkwithgoogle.com/insights
                                                                                               Google Confidential and Proprietary   3
Key Findings
     The positive outlook for travel continues in 2011, as the majority of
 1   travelers planning to take the ‘same or more’ trips has grown over the
     past two years.

     The internet continues to be the most prevalent tool for
 2   researching and booking travel.

     Primarily for reasons related to ease and cost, search engines are the
 3   most commonly used online source for Personal Travelers.

     Reliance on mobile devices for travel activity continues to grow
 4   considerably.


 5   Online videos are increasingly popular for travel-related activity.




               Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
               www.thinkwithgoogle.com/insights
                                                                                      Google Confidential and Proprietary   4
Travel Outlook




                 Google Confidential and Proprietary   5
The Overall Travel Outlook Continues to be
Positive
                          Predicted 2011 Travel Frequency
       Plan to take the Same or More Personal/Business Trips in 2011 (vs. 2010 and 2009)




2011                          87%                                                               89%
2010                                87%                                                                 86%


2009                                82%                                                                  77%

             Personal Traveler                                                  Business Traveler




                  Base: Personal Traveler 2011 (Total Respondents); Business Traveler (Total Respondents)
                  Q: Thinking about any [INSERT: personal/leisure OR business] trips you may take in 2011, would you
                  say the number of trips you'll take will be…
                  Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                  www.thinkwithgoogle.com/insights
                                                                                                                       Google Confidential and Proprietary   6
Personal Travelers Plan Domestic for their Next
Vacation
    % of Leisure Travelers Considering                                             Top 5 Domestic Destinations
 International vs. Domestic for Their Next
                  Vacation
                                                                                  1.        Las Vegas (27%)
                                                                                  2.        New York City (18%)
                                                                                  3.        Orlando (18%)
                                                                                  4.        Honolulu (14%)
                Domestic                                                     Both 5.        Chicago (13%)
                 (72%)                                                       (11%)



                                                                                    Top 5 International Destinations

          Not                                                                         1.     Caribbean (23%)
         Sure                International                                            2.     Italy (21%)
                                 (12%)
         (5%)                                                                         3.     United Kingdom (19%)
                                                                                      4.     Mexico (19%)
                                                                                      5.     Bahamas (18%)




                 Base: Personal Traveler 2011 (3097)
                 Q: Are you considering domestic or international destinations for your next vacation? Which of the
                 following domestic/international destinations, if any, would you consider for your next vacation?
                 (Select all that apply)
                 Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                 www.thinkwithgoogle.com/insights                                                                     Google Confidential and Proprietary   7
Personal Travelers Remain Value Conscious
           % of travelers who agree or strongly agree with the following statements…


               59%               I plan to spend more time shopping around/researching before
                                 booking travel because finding value for my money is important
                                 to me.
                                            vs. 54% in 2010


               57%               I will take advantage of travel coupons and discounts more over
                                 the next year.


               55%               I would like to stay at an upscale or luxury hotel if the price is
                                 right.


               53%               I plan to spend more time comparison shopping online over the
                                 next year than I have in the past.


               39%               I plan to take a “wait and see” approach to booking travel (rather
                                 than booking in advance) in order to secure good deals.




         Base: Personal Traveler 2011 (Total Respondents)
         Q: Using the scale below, please indicate how much you agree or disagree with each of the
         following statements about traveling for personal/leisure purposes in the next year.
         Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
         www.thinkwithgoogle.com/insights                                                            Google Confidential and Proprietary   8
Business Travelers Search for Value Too
            % of travelers who agree or strongly agree with the following statements…


                               I would like to stay at an upscale or luxury hotel if the price is
              69%              right.


                               I plan to spend more time shopping around/researching before
             56%               booking business travel, in order to find good value for my money.


                                I plan to look for lower cost alternatives when booking my
             55%                overnight accommodations.


                               I’m more likely to look for flights with connections or layovers in
              47%              order to save money.




         Base: Business Traveler 2011 (1500)
         Q: Using the scale below, please indicate how much you agree or disagree with each of the
         following statements about traveling for business purposes in the next year.
         Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
         www.thinkwithgoogle.com/insights
                                                                                                     Google Confidential and Proprietary   9
½ of Business Travelers Frequently Include
Leisure Time/Entertainment on their Trips

                                 Leisure Time Included In Business Trip



                                                                                                Always
                                                             24%
                   Always/
                  Frequently
                    (53%)
                                                                                                Frequently
 from 35% in 2008, to 47% in                                 29%
       2009, to 53% in 2010
                                                                                                Sometimes
                     Ever
                    (98%)
                                                                                                Rarely
                                                             30%

                                                                                                Never
                                                             15%
                                                              2%

                     Base: Business Traveler 2011 vs 2010 (1500; 1182)
                     Q: Using the scale below, please indicate how much you agree or disagree with each of the
                     following statements about traveling for business purposes in the next year. Right hand side: Using
                     the scale below, please indicate how much you agree or disagree with each of the following
                     statements about traveling for business purposes in the next year.
                     Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011                                  Google Confidential and Proprietary   10
                     www.thinkwithgoogle.com/insights
Rewards Program Membership is Higher for
   Business Travelers and in Air Travel
                                             Reward Program Membership




     64%                     45%                                                      70%                        89%
of Personal Travelers are                                                                                 of Business Travelers are
   members of a travel                                                                                       members of a travel

                             41%                                                      70%
    rewards program                                                                                           rewards program




                             18%                                                      50%
                       Base: Personal Traveler (2010: 3500; 2009: 3450); Business Traveler (2010: 1500;
                       2009:1552).
                       Q: Which, if any, of the following types of rewards programs do you belong to?
                       Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                       www.thinkwithgoogle.com/insights                                                      Google Confidential and Proprietary   11
Internet Usage




                 Google Confidential and Proprietary   12
The Internet is the Leading Source for Travel
     Planning Information
                                                            Travel Planning Sources
                                                                                                                                                               85%        from 79%
                      Internet                                                                                                                       78%                  in 2009

Family, friends, or colleagues                                                                                             60%
                                                                                           38%
     Informational brochures                                              32%
                                                                       28%
                  Magazines                                        24%
                                                                    25%
                           TV                                    22%
                                                                     26%
                Travel agents                                 18%
                                                                             36%                                                     Personal (n=3500)
                       Books                                  18%                                                                    Business (n=1500)
                                                               19%
                 Newspapers                          12%
                                                               19%
      800 or toll-free number                      11%
                                                                     23%
               Travel groups                      10%
                                                                 20%
                       Radio                  7%
                                                        14%
                                 0%          10%            20%           30%            40%           50%            60%           70%            80%           90%

                                  Base: Personal Traveler 2011 (3500). Business Traveler 2011 (1500)
                                  Q: Which of the following sources do you typically use to plan personal or leisure trips/business trips?
                                  Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                                  www.thinkwithgoogle.com/insights                                                                           Google Confidential and Proprietary   13
The Internet is Key to Affluent Traveler
   Planning and Booking

                        Travel Planning Sources

                      Internet                                                     87%           +3% YoY

Family, friends, or colleagues                                  54%                                                         43%
                  Magazines                           35%                                                                 Of affluent travelers
                                                                                                                        report that the internet
                       Books                         34%                                                                prompted them to book
                                                                                                                        (up from 38% in 2010).
     Informational brochures                        32%

                Travel agents                    27%

                           TV                  24%
                                                                          2011
                 Newspapers                  20%                          (n=1655)

                                 0%     20%        40%        60%        80%        100%

                             Base: Affluent Travelers (2011: 1655; 2010: 983).
                             Q.: Which of the following sources do you typically use to plan trips? Please indicate the
                             statements that you feel apply to each source of information.
                             Note: * indicates a significant difference between 2010 and 2011 at the 95% confidence level
                             Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011                             Google Confidential and Proprietary   14
                             www.thinkwithgoogle.com/insights
Research is the Top Online Activity for
Personal Travelers
                      Online Travel Activity in the Past Six Months

                             Researched an upcoming trip                                                                                 62%

                  Researched after seeing an online ad                                                                    49%

           Brainstormed or started thinking about a trip                                                              45% +5% since 2009

                       Read reviews from other travelers                                                            43% +5% since 2009

                      Requested more upcoming trip info                                                    35%

                                       Watched a travel video                                            31%      +10% since 2009

     Looked at travel content or reviews shared/posted                                              27%

                                  Read a travel-related blog                                       24%

                  Posted reviews of places I have been                                       16%

             Uploaded a video related to my past travel                                    11%

                            Commented on a travel review                                   11%
                                                                                                                        Personal (3500)
                   Commented on a travel-related video                                9%

                      Participated in a travel-related blog                        7%

               Base: Personal Traveler 2011 (3500)                          0%       10%     20%   30%      40%        50%        60%           70%
               Q: Which of the following have you done online in the past 6 months?
               Note: *indicates a significant difference YoY at the 95% confidence level
               Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011                       Google Confidential and Proprietary    15
               www.thinkwithgoogle.com/insights
Business Travelers are Highly Engaged in the
Online Space
                        Online Travel Activity in the Past Six Months

                            Researched an upcoming trip                                                                             69%

                 Researched after seeing an online ad                                                                      60%

           Brainstormed or started thinking about a trip                                                              54% +4% YoY

                      Read reviews from other travelers                                                                 56%

                     Requested more upcoming trip info                                                            49%

                                      Watched a travel video                                                  46%        +9% since 2009

     Looked at travel content or reviews shared/posted                                                      43%

                                 Read a travel-related blog                                                40%

                 Posted reviews of places I have been                                                32%         +7% since 2009

             Uploaded a video related to my past travel                                         26%
                                                                                                                     Business (1500)
                           Commented on a travel review                                         26%

                  Commented on a travel-related video                                         23%

                     Participated in a travel-related blog                                    21%

               Base: Business Traveler 2011 (1500)                        0%      10%   20%    30%    40%    50%       60%       70%         80%
               Q.  Which of the following have you done online in the past 6 months?
               Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
               www.thinkwithgoogle.com/insights                                                        Google Confidential and Proprietary    16
The Internet is Used Throughout the Purchase
Funnel
    Effect of Each Travel Source



              Helped me
              learn more
                                                           66%                 34%            17%            14%             9%            4%
                                                   +8% since 2009


                 Provided
            information to
           help me decide
                                                           61%                 41%            13%            11%             6%            3%



             Prompted me
                  to book                                  37%                 16%             4%             4%             2%            1%
                                                   +9% since 2008


             Base: Used one of the above as sources to plan. Personal Traveler 2011 (3317). Business Traveler
             2011 (1330)
             Q: Listed are some of the sources typically used to plan personal or leisure/business trips. Please
             indicate the statements which you feel apply to each source of information.
             Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011                                  Google Confidential and Proprietary   17
             www.thinkwithgoogle.com/insights
The Internet Taps Into Social Elements of travel
             % of travelers who agree or strongly agree with the following statements…


                                                                          Personal                                Business

   I share pictures of my vacation online.                                  53%                                       52%
   I enjoy reading experiences, reviews, and
   information from people like me.                                         49%                                       57%

  I have made travel plans based on reviews and
  experiences of others.                                                    45%                                       54%

  I use social networking to share my travel-
  related experiences.                                                      40%                                       46%
  I like to participate in web discussions about
  travel related topics.                                                    23%                                       39%

                   Base: Total Respondents. Personal Travelers (3500) Business Travelers (1500).
                   Q: Below are some statements that may or may not describe your attitudes and opinions related to
                   travel. Please indicate how much you agree or disagree with each statement. (Top 2 box)
                   Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                   www.thinkwithgoogle.com/insights
                                                                                                                      Google Confidential and Proprietary   18
Search Remains the #1 Planning Source for
Personal Travel
                            Sources Used to Plan Travel

                                      Search engines                                                                                  64%
                                         Hotel websites                                                                      56%
                               Online travel agency                                                                     51%
                                      Airline websites                                                                 50%
                                                Map sites                                                            49%
                                  Travel review sites                                                    39%           +7% YoY
                                   Travel search sites                                                 36%

                         Destination-specific sites                                                    36%
                                 Car rental websites                                             26%
                           Social networking sites                                              24%    +12% since 2009

                                   Online video sites                                         22%      +8% since 2009
                               Travel planning sites                                       20%
                 General discount sites/groups                                            19%
                        Cruise operator websites                                     15%
                                                                0%         10%        20%        30%   40%        50%        60%        70%

         Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167).
         Q.  Which of the following online sources do you typically use to plan personal or leisure/
              business trips?
         Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
         www.thinkwithgoogle.com/insights                                                                    Google Confidential and Proprietary   19
Supplier Sites are Core to Business Travel
Planning
                                       Sources Used to Plan Travel

                               Hotel websites                                                                                              66%
                             Airline websites                                                                                        61%
                             Search engines                                                                                     58%
                                      Map sites                                                                             54%
                     Online travel agency                                                                                52%
                       Car rental websites                                                                         47%
                         Travel search sites                                                                   42%
                        Travel review sites                                                                   41%        +5% YoY
               Destination-specific sites                                                          35%
                     Travel planning sites                                                      30%
                          Online video sites                                                 28%
                  Social networking sites                                                   27%
                       General news sites                                               25%
          General discount sites/groups                                                 24%
                       Cruise search sites                                         20%                                          Business
       Travel-specific discussion boards                                           20%                                          (n=1167)
                  Tour operator websites                                        19%
               Cruise operator websites                                         18%
                                                      0%          10%         20%          30%          40%        50%        60%          70%
             Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167).
             Q.  Which of the following online sources do you typically use to plan personal or leisure/business
                  trips?
             Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011                                  Google Confidential and Proprietary   20
             www.thinkwithgoogle.com/insights
Search is a Key Component of the Travel
Planning and Purchasing Process

       55%
Of travelers say “always start my
                                                                                                    Search Engine Users Most
                                                                                                           Often Seek:
  travel booking and shopping
      process with search.”                                                                              Overnight Accommodations

                                                   61%                                                                  Destinations

                                            Of travelers agree that “search                                       Vacation Activities
                                           engines are my go-to source for


    79%
                                                  travel information”
                                                                                                                            Air Travel

                                                                                                                            Road Trips
  of Travelers who use search
engines find them “extremely” or
          “very” useful




                      Base: Total Respondents. Personal (3500) Business (1500). Also: Use Internet to Plan trip. Personal
                      (2989), Business (1167). Also: Search Engine Users. Personal (2940) and Business (1141).
                      Q: Please indicate how much you agree or disagree with each statement. Also: How useful are search
                      engines to you while you plan your trips. Also: How often do you search for information on the
                      following when planning your trips?
                      Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                      www.thinkwithgoogle.com/insights                                                                      Google Confidential and Proprietary   21
Travelers Access the Internet in Multiple Ways
                   Where Travelers Access the Internet For Travel Info


                                              Personal                                    Business
                                              (2989)                                      (1167)


100%   95%                                                                           Mobile
                                                                                  31% Personal /
90%                                                                               56% Business
             81%
80%                                       73%
70%

60%
                                                                          51%
50%

40%                           34%
                                                              27%                                         29%
30%

20%
                                                                                              11%
10%                                                                                                                                   3%
                                                                                                                           2%
 0%
         Home               Office or Work                   Mobile phone                    Mobile device                     Other



                   Base: Use Internet to Plan trip. Personal (2989), Business (1167).
                   Q: From which of the following locations do you access the internet for travel-related information?
                   Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                   www.thinkwithgoogle.com/insights                                                                      Google Confidential and Proprietary   22
Mobile




         Google Confidential and Proprietary   23
Use of Mobile Phones for Travel Info Is
 Growing Significantly Year Over Year
                  Use Mobile Phone To Access Internet For Travel Info
60%         A 2009

            B 2010                                                                                                                          51% +11% YoY
50%         C 2011

                                                                                                                    40%
40%


30%                                                27% +9% YoY
                                                                                          25%

20%                     18%


10%    8%


0%
            Personal Travelers                                                                         Business Travelers

               Base: Used Internet as a source to plan trip.
               Q: From which of the following locations do you access the Internet for travel-related information
               when planning your ? (Select ALL that apply)…
               Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
               www.thinkwithgoogle.com/insights                                                                      Google Confidential and Proprietary   24
Travelers Rely on Mobile Devices to Research
    Travel Information Online
                                   Travel-Related Activities Done Using Mobile Device

                                                                                                                               61%
                      Researched an upcoming trip
                                                                                                                                 68%
                                                                                                                       53%        +6% YoY
           Checked into my hotel, flight, cruise etc.
                                                                                                                                  70%
                                                                                                                      52%
                    Read reviews of other travelers
                                                                                                                        56%
                                                                                                                                                    Personal
Requested more information related to an upcoming                                                               45%                                 (n=806)
                     trip                                                                                                  58%
                                                                                                                                                    Business
                                                                                                              43%                                   (n=596)
     Reserved or booked a hotel, flight, cruise, etc.
                                                                                                                               63%
                                                                                                          38%
Downloaded a travel-related "app" onto my phone                                                                                  +6% YoY
                                                                                                                        54%
                                                                                                    31%
                     Watched a travel-related video
                                                                                                                   48%
                                                                    0%               20%               40%              60%          80%

                           Base: Use mobile device for travel-related information. Personal (806), Business (596).
                           Q: Thinking about your personal or leisure/business travel, which of the following travel-related
                           activities have you used your mobile device for in the past year?
                           Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                           www.thinkwithgoogle.com/insights                                                                      Google Confidential and Proprietary   25
Online Video




               Google Confidential and Proprietary   26
Online Video Use in Travel has Grown Steadily
 Over the Past 2 Years

                            Personal Traveler                                                     Business Traveler
Watch online
videos…
                                  89%
                                from 86% in 2010
                                                                                                         93%
                                                                                                      from 90% in 2010
                                and 83% in 2009                                                       and 2009


 Watch
 TRAVEL-
 RELATED
 online
                                   46%                                                                 68%
                                                                                                      from 63% in 2010
 videos…                          from 41% in 2010                                                    and 56% in 2009
                                  and 36% in 2009




                         85%             Of travelers use YouTube to
                                         watch videos.

               Base: Personal Travelers 2009-2011 (3450, 3500, 3500) Business Travelers 2009-2011 (1552,
               1500,1500)
               Q: Typically, how often do you watch videos online? What types of videos have you ever watched
               on the Internet? On which of the following websites do you watch videos?                         Google Confidential and Proprietary   27
               Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
               www.thinkwithgoogle.com/insights
Travelers View Videos Online During All
Phases of Trip Planning
                                             When Travelers View Travel Videos

100%

90%
                                                 Personal (1454)                     Business (953)
80%
           68%                                      70%                               68%
70%                  66%               66%                               64%                                      64%
                                                                                                            59%                               58%
60%                                                                                                                              53%
50%

40%

30%

20%

10%

 0%
          When looking for          When choosing a                 When thinking about  When deciding on      When thinking about
       ideas of activities to do      destination                      taking a trip    accommodations at a what type of trip to
           at a particular                                                              particular destination        take
             destination




                             Base: Watch Travel Videos Online . Personal (1454), Business (953).
                             Q. At what points in your travel planning process do you view videos online?
                             Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011                       Google Confidential and Proprietary   28
                             www.thinkwithgoogle.com/insights
Travelers Are Watching Official Video Content
                                               Types Of Travel Videos Viewed

                                             Personal (1454)                      Business (953)


Videos from hotels, airlines, cruises, tours,                                                                       68%
                   etc.                                                                                             69%

                                                                                                              60%
                 Trip reviews from experts
                                                                                                                64%

                                                                                                             58%
      Videos from travel-related channels
                                                                                                                65%

                                                                                                             56%
         Trip reviews from people like me
                                                                                                              59%

                                                                                                      46%
           Videos made by people like me
                                                                                                        51%

   Commercials or ads from companies or                                                               45%
                  brands                                                                                    53%

                                                                                                35%
        Videos made by friends and family
                                                                                                      47%

                                                            0%               20%                40%         60%        80%              100%


                        Base: Watch Travel Videos Online. Personal (1454), Business (953).
                        Q. Specifically, what types of travel-related videos do you watch online?
                        Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011                        Google Confidential and Proprietary   29
                        www.thinkwithgoogle.com/insights
Video is a Platform for Sharing Travel
Experiences
           “I uploaded a video related to my past travel in the past 6 months”


       A 2009
30%
       B 2010                                                                                                             26%
25%    C 2011                                                                                      23%

20%
                                                                                      16%
15%
                                                 11%
                         9%
10%
      6%
5%

0%
             Personal Travelers                                                             Business Travelers




               Base: Total respondents. Personal (2500), Business (1500)
               Q. Which of the following have you done online in the past 6 months?
               Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
               www.thinkwithgoogle.com/insights                                                    Google Confidential and Proprietary   30
Wrap-Up




          Google Confidential and Proprietary   31
Takeaways and Thought-Starters
    The positive outlook for travel continues in                          Has your brand seen positive consumer engagement

1   2011, as the majority of travelers planning to
    take the ‘same or more’ trips has grown over
                                                                          and how are you tracking that? Are you creating an
                                                                          engaging reason for travelers to turn to your brand –
                                                                          before and even after their trip ends?
    the past two years.


    The internet continues to be the most                                 Are you reaching out to travelers via the right channels?

2   prevalent tool for researching and booking
    travel.
                                                                          Does your messaging convey your competencies? Are
                                                                          you considering the entire purchase funnel? Are you
                                                                          remarketing?


    Primarily for reasons related to ease and cost,                       Think coverage – of keywords and of devices.

3   search engines are commonly used and the
    top online source for Personal Travelers.
                                                                          Are you efficiently reaching consumers at scale with
                                                                          search? In mobile? Throughout the funnel? Does your
                                                                          creative reflect consumer interests?


                                                                          Are you present for consumers searching and browsing

4   Reliance on mobile devices for travel
    activity continues to grow considerably.
                                                                          on mobile? Is mobile a functioning extension of your
                                                                          current efforts? Have you implemented click-to-call ads to
                                                                          increase CTR?


                                                                          Do you have videos on your website and other popular
5   Online videos are increasingly popular for
    travel-related activity.
                                                                          video sites? Are you driving people to them? What assets
                                                                          can you create?


                    Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011
                    www.thinkwithgoogle.com/insights                                                    Google Confidential and Proprietary   32
Like what you learned?
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The Traveler’s Road to Decision 2011 by Google

  • 1. The Traveler’s Road to Decision 2011 Google/IPSOS OTX Media CT US, July 2011
  • 2. Objectives To understand how consumers research and gather information throughout the travel decision-making process. MONTH How has travel What role does Does the How is online How do mobile planning changed the Internet play research video used in the devices play a this year? in travel planning? process vary by travel planning role in the traveler type? process? process? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 2
  • 3. Research Methodology •  5,000 US consumers identified as Personal or Business Travelers (see definitions below) completed a survey about travel habits and attitudes. –  A segment of 1,500 Affluent Travelers (based on self-reported HHI) was also interviewed about their leisure travel behavior/intentions •  If qualified, respondents were routed to a maximum of two of the following deep- dive sections: air travel, hotel, car rental, cruise. •  Interviews were conducted between 4/20/11 and 5/11/11. –  The current report reflects the third annual wave of this research (Waves 1 and 2 completed in spring 2009 and spring 2010) and provides trended insights. Personal Traveler Business Traveler Affluent Traveler has taken at least one has taken at least has taken at least one trip for leisure in the three trips for business trip for leisure in the past 6 months in the past 6 months past 6 months and (3500 interviews) (1500 interviews) has a household income of $250K+ (1500 interviews) Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 3
  • 4. Key Findings The positive outlook for travel continues in 2011, as the majority of 1 travelers planning to take the ‘same or more’ trips has grown over the past two years. The internet continues to be the most prevalent tool for 2 researching and booking travel. Primarily for reasons related to ease and cost, search engines are the 3 most commonly used online source for Personal Travelers. Reliance on mobile devices for travel activity continues to grow 4 considerably. 5 Online videos are increasingly popular for travel-related activity. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 4
  • 5. Travel Outlook Google Confidential and Proprietary 5
  • 6. The Overall Travel Outlook Continues to be Positive Predicted 2011 Travel Frequency Plan to take the Same or More Personal/Business Trips in 2011 (vs. 2010 and 2009) 2011 87% 89% 2010 87% 86% 2009 82% 77% Personal Traveler Business Traveler Base: Personal Traveler 2011 (Total Respondents); Business Traveler (Total Respondents) Q: Thinking about any [INSERT: personal/leisure OR business] trips you may take in 2011, would you say the number of trips you'll take will be… Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 6
  • 7. Personal Travelers Plan Domestic for their Next Vacation % of Leisure Travelers Considering Top 5 Domestic Destinations International vs. Domestic for Their Next Vacation 1.  Las Vegas (27%) 2.  New York City (18%) 3.  Orlando (18%) 4.  Honolulu (14%) Domestic Both 5.  Chicago (13%) (72%) (11%) Top 5 International Destinations Not 1.  Caribbean (23%) Sure International 2.  Italy (21%) (12%) (5%) 3.  United Kingdom (19%) 4.  Mexico (19%) 5.  Bahamas (18%) Base: Personal Traveler 2011 (3097) Q: Are you considering domestic or international destinations for your next vacation? Which of the following domestic/international destinations, if any, would you consider for your next vacation? (Select all that apply) Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 7
  • 8. Personal Travelers Remain Value Conscious % of travelers who agree or strongly agree with the following statements… 59% I plan to spend more time shopping around/researching before booking travel because finding value for my money is important to me. vs. 54% in 2010 57% I will take advantage of travel coupons and discounts more over the next year. 55% I would like to stay at an upscale or luxury hotel if the price is right. 53% I plan to spend more time comparison shopping online over the next year than I have in the past. 39% I plan to take a “wait and see” approach to booking travel (rather than booking in advance) in order to secure good deals. Base: Personal Traveler 2011 (Total Respondents) Q: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for personal/leisure purposes in the next year. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 8
  • 9. Business Travelers Search for Value Too % of travelers who agree or strongly agree with the following statements… I would like to stay at an upscale or luxury hotel if the price is 69% right. I plan to spend more time shopping around/researching before 56% booking business travel, in order to find good value for my money. I plan to look for lower cost alternatives when booking my 55% overnight accommodations. I’m more likely to look for flights with connections or layovers in 47% order to save money. Base: Business Traveler 2011 (1500) Q: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for business purposes in the next year. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 9
  • 10. ½ of Business Travelers Frequently Include Leisure Time/Entertainment on their Trips Leisure Time Included In Business Trip Always 24% Always/ Frequently (53%) Frequently from 35% in 2008, to 47% in 29% 2009, to 53% in 2010 Sometimes Ever (98%) Rarely 30% Never 15% 2% Base: Business Traveler 2011 vs 2010 (1500; 1182) Q: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for business purposes in the next year. Right hand side: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for business purposes in the next year. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 10 www.thinkwithgoogle.com/insights
  • 11. Rewards Program Membership is Higher for Business Travelers and in Air Travel Reward Program Membership 64% 45% 70% 89% of Personal Travelers are of Business Travelers are members of a travel members of a travel 41% 70% rewards program rewards program 18% 50% Base: Personal Traveler (2010: 3500; 2009: 3450); Business Traveler (2010: 1500; 2009:1552). Q: Which, if any, of the following types of rewards programs do you belong to? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 11
  • 12. Internet Usage Google Confidential and Proprietary 12
  • 13. The Internet is the Leading Source for Travel Planning Information Travel Planning Sources 85% from 79% Internet 78% in 2009 Family, friends, or colleagues 60% 38% Informational brochures 32% 28% Magazines 24% 25% TV 22% 26% Travel agents 18% 36% Personal (n=3500) Books 18% Business (n=1500) 19% Newspapers 12% 19% 800 or toll-free number 11% 23% Travel groups 10% 20% Radio 7% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Base: Personal Traveler 2011 (3500). Business Traveler 2011 (1500) Q: Which of the following sources do you typically use to plan personal or leisure trips/business trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 13
  • 14. The Internet is Key to Affluent Traveler Planning and Booking Travel Planning Sources Internet 87% +3% YoY Family, friends, or colleagues 54% 43% Magazines 35% Of affluent travelers report that the internet Books 34% prompted them to book (up from 38% in 2010). Informational brochures 32% Travel agents 27% TV 24% 2011 Newspapers 20% (n=1655) 0% 20% 40% 60% 80% 100% Base: Affluent Travelers (2011: 1655; 2010: 983). Q.: Which of the following sources do you typically use to plan trips? Please indicate the statements that you feel apply to each source of information. Note: * indicates a significant difference between 2010 and 2011 at the 95% confidence level Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 14 www.thinkwithgoogle.com/insights
  • 15. Research is the Top Online Activity for Personal Travelers Online Travel Activity in the Past Six Months Researched an upcoming trip 62% Researched after seeing an online ad 49% Brainstormed or started thinking about a trip 45% +5% since 2009 Read reviews from other travelers 43% +5% since 2009 Requested more upcoming trip info 35% Watched a travel video 31% +10% since 2009 Looked at travel content or reviews shared/posted 27% Read a travel-related blog 24% Posted reviews of places I have been 16% Uploaded a video related to my past travel 11% Commented on a travel review 11% Personal (3500) Commented on a travel-related video 9% Participated in a travel-related blog 7% Base: Personal Traveler 2011 (3500) 0% 10% 20% 30% 40% 50% 60% 70% Q: Which of the following have you done online in the past 6 months? Note: *indicates a significant difference YoY at the 95% confidence level Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 15 www.thinkwithgoogle.com/insights
  • 16. Business Travelers are Highly Engaged in the Online Space Online Travel Activity in the Past Six Months Researched an upcoming trip 69% Researched after seeing an online ad 60% Brainstormed or started thinking about a trip 54% +4% YoY Read reviews from other travelers 56% Requested more upcoming trip info 49% Watched a travel video 46% +9% since 2009 Looked at travel content or reviews shared/posted 43% Read a travel-related blog 40% Posted reviews of places I have been 32% +7% since 2009 Uploaded a video related to my past travel 26% Business (1500) Commented on a travel review 26% Commented on a travel-related video 23% Participated in a travel-related blog 21% Base: Business Traveler 2011 (1500) 0% 10% 20% 30% 40% 50% 60% 70% 80% Q.  Which of the following have you done online in the past 6 months? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 16
  • 17. The Internet is Used Throughout the Purchase Funnel Effect of Each Travel Source Helped me learn more 66% 34% 17% 14% 9% 4% +8% since 2009 Provided information to help me decide 61% 41% 13% 11% 6% 3% Prompted me to book 37% 16% 4% 4% 2% 1% +9% since 2008 Base: Used one of the above as sources to plan. Personal Traveler 2011 (3317). Business Traveler 2011 (1330) Q: Listed are some of the sources typically used to plan personal or leisure/business trips. Please indicate the statements which you feel apply to each source of information. Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 17 www.thinkwithgoogle.com/insights
  • 18. The Internet Taps Into Social Elements of travel % of travelers who agree or strongly agree with the following statements… Personal Business I share pictures of my vacation online. 53% 52% I enjoy reading experiences, reviews, and information from people like me. 49% 57% I have made travel plans based on reviews and experiences of others. 45% 54% I use social networking to share my travel- related experiences. 40% 46% I like to participate in web discussions about travel related topics. 23% 39% Base: Total Respondents. Personal Travelers (3500) Business Travelers (1500). Q: Below are some statements that may or may not describe your attitudes and opinions related to travel. Please indicate how much you agree or disagree with each statement. (Top 2 box) Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 18
  • 19. Search Remains the #1 Planning Source for Personal Travel Sources Used to Plan Travel Search engines 64% Hotel websites 56% Online travel agency 51% Airline websites 50% Map sites 49% Travel review sites 39% +7% YoY Travel search sites 36% Destination-specific sites 36% Car rental websites 26% Social networking sites 24% +12% since 2009 Online video sites 22% +8% since 2009 Travel planning sites 20% General discount sites/groups 19% Cruise operator websites 15% 0% 10% 20% 30% 40% 50% 60% 70% Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167). Q.  Which of the following online sources do you typically use to plan personal or leisure/ business trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 19
  • 20. Supplier Sites are Core to Business Travel Planning Sources Used to Plan Travel Hotel websites 66% Airline websites 61% Search engines 58% Map sites 54% Online travel agency 52% Car rental websites 47% Travel search sites 42% Travel review sites 41% +5% YoY Destination-specific sites 35% Travel planning sites 30% Online video sites 28% Social networking sites 27% General news sites 25% General discount sites/groups 24% Cruise search sites 20% Business Travel-specific discussion boards 20% (n=1167) Tour operator websites 19% Cruise operator websites 18% 0% 10% 20% 30% 40% 50% 60% 70% Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167). Q.  Which of the following online sources do you typically use to plan personal or leisure/business trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 20 www.thinkwithgoogle.com/insights
  • 21. Search is a Key Component of the Travel Planning and Purchasing Process 55% Of travelers say “always start my Search Engine Users Most Often Seek: travel booking and shopping process with search.” Overnight Accommodations 61% Destinations Of travelers agree that “search Vacation Activities engines are my go-to source for 79% travel information” Air Travel Road Trips of Travelers who use search engines find them “extremely” or “very” useful Base: Total Respondents. Personal (3500) Business (1500). Also: Use Internet to Plan trip. Personal (2989), Business (1167). Also: Search Engine Users. Personal (2940) and Business (1141). Q: Please indicate how much you agree or disagree with each statement. Also: How useful are search engines to you while you plan your trips. Also: How often do you search for information on the following when planning your trips? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 21
  • 22. Travelers Access the Internet in Multiple Ways Where Travelers Access the Internet For Travel Info Personal Business (2989) (1167) 100% 95% Mobile 31% Personal / 90% 56% Business 81% 80% 73% 70% 60% 51% 50% 40% 34% 27% 29% 30% 20% 11% 10% 3% 2% 0% Home Office or Work Mobile phone Mobile device Other Base: Use Internet to Plan trip. Personal (2989), Business (1167). Q: From which of the following locations do you access the internet for travel-related information? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 22
  • 23. Mobile Google Confidential and Proprietary 23
  • 24. Use of Mobile Phones for Travel Info Is Growing Significantly Year Over Year Use Mobile Phone To Access Internet For Travel Info 60% A 2009 B 2010 51% +11% YoY 50% C 2011 40% 40% 30% 27% +9% YoY 25% 20% 18% 10% 8% 0% Personal Travelers Business Travelers Base: Used Internet as a source to plan trip. Q: From which of the following locations do you access the Internet for travel-related information when planning your ? (Select ALL that apply)… Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 24
  • 25. Travelers Rely on Mobile Devices to Research Travel Information Online Travel-Related Activities Done Using Mobile Device 61% Researched an upcoming trip 68% 53% +6% YoY Checked into my hotel, flight, cruise etc. 70% 52% Read reviews of other travelers 56% Personal Requested more information related to an upcoming 45% (n=806) trip 58% Business 43% (n=596) Reserved or booked a hotel, flight, cruise, etc. 63% 38% Downloaded a travel-related "app" onto my phone +6% YoY 54% 31% Watched a travel-related video 48% 0% 20% 40% 60% 80% Base: Use mobile device for travel-related information. Personal (806), Business (596). Q: Thinking about your personal or leisure/business travel, which of the following travel-related activities have you used your mobile device for in the past year? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 25
  • 26. Online Video Google Confidential and Proprietary 26
  • 27. Online Video Use in Travel has Grown Steadily Over the Past 2 Years Personal Traveler Business Traveler Watch online videos… 89% from 86% in 2010 93% from 90% in 2010 and 83% in 2009 and 2009 Watch TRAVEL- RELATED online 46% 68% from 63% in 2010 videos… from 41% in 2010 and 56% in 2009 and 36% in 2009 85% Of travelers use YouTube to watch videos. Base: Personal Travelers 2009-2011 (3450, 3500, 3500) Business Travelers 2009-2011 (1552, 1500,1500) Q: Typically, how often do you watch videos online? What types of videos have you ever watched on the Internet? On which of the following websites do you watch videos? Google Confidential and Proprietary 27 Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights
  • 28. Travelers View Videos Online During All Phases of Trip Planning When Travelers View Travel Videos 100% 90% Personal (1454) Business (953) 80% 68% 70% 68% 70% 66% 66% 64% 64% 59% 58% 60% 53% 50% 40% 30% 20% 10% 0% When looking for When choosing a When thinking about When deciding on When thinking about ideas of activities to do destination taking a trip accommodations at a what type of trip to at a particular particular destination take destination Base: Watch Travel Videos Online . Personal (1454), Business (953). Q. At what points in your travel planning process do you view videos online? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 28 www.thinkwithgoogle.com/insights
  • 29. Travelers Are Watching Official Video Content Types Of Travel Videos Viewed Personal (1454) Business (953) Videos from hotels, airlines, cruises, tours, 68% etc. 69% 60% Trip reviews from experts 64% 58% Videos from travel-related channels 65% 56% Trip reviews from people like me 59% 46% Videos made by people like me 51% Commercials or ads from companies or 45% brands 53% 35% Videos made by friends and family 47% 0% 20% 40% 60% 80% 100% Base: Watch Travel Videos Online. Personal (1454), Business (953). Q. Specifically, what types of travel-related videos do you watch online? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 Google Confidential and Proprietary 29 www.thinkwithgoogle.com/insights
  • 30. Video is a Platform for Sharing Travel Experiences “I uploaded a video related to my past travel in the past 6 months” A 2009 30% B 2010 26% 25% C 2011 23% 20% 16% 15% 11% 9% 10% 6% 5% 0% Personal Travelers Business Travelers Base: Total respondents. Personal (2500), Business (1500) Q. Which of the following have you done online in the past 6 months? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 30
  • 31. Wrap-Up Google Confidential and Proprietary 31
  • 32. Takeaways and Thought-Starters The positive outlook for travel continues in Has your brand seen positive consumer engagement 1 2011, as the majority of travelers planning to take the ‘same or more’ trips has grown over and how are you tracking that? Are you creating an engaging reason for travelers to turn to your brand – before and even after their trip ends? the past two years. The internet continues to be the most Are you reaching out to travelers via the right channels? 2 prevalent tool for researching and booking travel. Does your messaging convey your competencies? Are you considering the entire purchase funnel? Are you remarketing? Primarily for reasons related to ease and cost, Think coverage – of keywords and of devices. 3 search engines are commonly used and the top online source for Personal Travelers. Are you efficiently reaching consumers at scale with search? In mobile? Throughout the funnel? Does your creative reflect consumer interests? Are you present for consumers searching and browsing 4 Reliance on mobile devices for travel activity continues to grow considerably. on mobile? Is mobile a functioning extension of your current efforts? Have you implemented click-to-call ads to increase CTR? Do you have videos on your website and other popular 5 Online videos are increasingly popular for travel-related activity. video sites? Are you driving people to them? What assets can you create? Source: Google/OTX, Traveler’s Road to Decision 2011, U.S., Jul 2011 www.thinkwithgoogle.com/insights Google Confidential and Proprietary 32
  • 33. Like what you learned? Find more data and thought starters at www.thinkwithgoogle.com/insights