Beyond Booking Building Brand Equity Online in the Travel & Leisure Market Presented by Jessica Hogue & Karen Daenen
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About the Presenters Jessica Hogue Jessica Hogue is a Business Research Analyst at Guideline who specializes in food and beverage, travel and leisure industries. Prior to joining Guideline, Ms. Hogue was a Marketing and Communications Director for a luxury cruise operator, where she spearheaded email marketing as well as distributing product online. She previously worked as a freelance writer and at Gourmet magazine, a Condé Nast publication. Ms. Hogue holds a B.A. from Pepperdine University and an M.S. in Journalism from the Columbia University School of Journalism. Karen Daenen Karen Daenen is a Research Analyst specializing in food, wine and travel and leisure industries. Prior to joining Guideline, Karen worked as Director of Information Services at a wine importing and marketing company based in New York. She holds a BA from Columbia University and a Master’s degree in Library Science from Pratt.
The Online Travel Market Today <ul><li>Today’s online travel marketplace is valued at $68 billion. </li></ul><ul><li>In 2005, more than one-quarter of all leisure and unmanaged business travel was booked online. </li></ul><ul><li>Online travel is expected to grow to 35% by 2006. </li></ul><ul><li>Understand and market to travelers’ evolving online information and inspiration needs </li></ul><ul><li>Personalize and humanize the online experience </li></ul><ul><li>Offer “expert” or “insider” content travelers can’t get elsewhere </li></ul>
Objective & Methodology Our objective was to uncover the purchasing patterns of people who book travel arrangements online. What motivates them to choose one supplier over another? Are there any subtleties that travel/leisure providers can play to in an effort to attract travelers’ attention? Finally, we sought to differentiate between luxury and non-luxury travelers. Guideline conducted 407 online interviews, with respondents who have a total household income of at least $100,000 and who have taken a domestic or foreign vacation in the past 2 years. Two hundred surveys provide error margins of + 6.9% for each group, while comparisons of the two groups will have an error margin of + 11%. Travelers n=202 n=205 LUXURY TRAVELERS MAINSTREAM TRAVELERS (spent >$2k+ pp) (spent <$2k pp)
The Travel Planning Process: First Stop - The Big Three <ul><li>Over 5 billion travel-related searches were performed in 2005. </li></ul><ul><li>46% of online travelers start their search with Expedia, Travelocity or Orbitz. </li></ul><ul><li>Only 24% first visit a branded airline, hotel or car rental site. </li></ul>Source: comScore; Nielsen/NetRatings
Average Number of Websites Visited Before Purchasing <ul><li>46% of Mainstream travelers visit between 4-6 sites, another 39% visit between 1 and 3. </li></ul><ul><li>A small segment of Luxury travelers (15%) visit as many as 10 sites. </li></ul>Significant in comparison to other sub-group
Researchers vs. Payees Q: Who does the research for your leisure/personal travel? Q: Who actually pays for your leisure/personal travel? (Multiple responses permitted) Who does the research? Who pays for the travel? (Multiple responses permitted)
Destination Influencers Destination influences ranked from most influential to least influential. Significant in comparison to other sub-group
Compelling Website Content for Destination Selection Significant in comparison to other sub-group Both sets rate reviews by other travelers, articles and photos or slide shows as valuable components.
Booking Preference Significant in comparison to other sub-group Prefer to book with a live travel agent Prefer to book directly with travel supplier Prefer to book online via online travel agency or travel search aggregator
Three Primary Forms of Travel Transacted Online <ul><li>36 million airline tickets are booked online </li></ul><ul><li>and 32 million hotel accommodations </li></ul><ul><li>and 17 million rental cars </li></ul>Source: Forrester
Comfort Booking Many Types of Travel Online MARKET OPPORTUNITY
Where Do You Get the Best Price? Significant in comparison to other sub-group
Maximum Willing to Spend Per Person What is the maximum you would spend per person for a luxury vacation package online? Significant in comparison to other sub-group
Importance of Brand Selection When booking a luxury travel package how important are the following components to ensuring the enjoyment of your trip?
Why Are We Hesitant to Book Online? The Luxury Group are more likely than the Standard Group to say that they are unable to get everything they need from one source for their personal/leisure travel.
Confused, Fed Up with Travel Planning? Your online research is an enjoyable aspect of pre-planning your trip Your online research process is too confusing Your online research process is too time consuming Attitudes Toward Travel Planning Online
<ul><ul><li>Know the Researcher, the Broker and the Booker – Address each need state through the travel process to optimize number of solutions your brand can deliver. </li></ul></ul><ul><ul><li>Personalize & Humanize Your Site – While a website will never replace the “live” experience a travel has with your brand, create some of that experience online by offer rewards for feedback, inviting travelers to write reviews and ask questions via live chats to encourage interaction online. </li></ul></ul><ul><ul><li>Become the Expert – Provide authoritative content or partner with an expert to create an “insider” feel and lend credibility to elements of your online content so you are THE trusted source . </li></ul></ul>Keys to Building Brand Equity in the Online Travel Market
Thank You 625 Avenue of the Americas New York, NY 10011 www.guideline.com Jessica Hogue Karen Daenen Research Analyst Research Analyst 212.463.6306 212.463.6327 [email_address] [email_address] Contact All attendees will receive these PowerPoint slides and access to an online recording of the presentation within the next week.