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December	
  1,	
  2011 	
     	
     	
  	
  


                                                Global,	
  European	
  and	
  	
  
                                                 Italian	
  Travel	
  Trends	
  



                                             Florence	
  Kaci	
  
                                        Director,	
  Sales	
  EMEA	
  
                                        and	
  European	
  Market	
  
                                                 Specialist	
  
Agenda	
  


             Global	
  Landscape	
  

             European	
  Distribu=on	
  Trends	
  

             Italy	
  Online	
  Travel	
  Overview	
  

             Mobile	
  Hits	
  the	
  Mainstream	
  

             Travel	
  Distribu=on	
  and	
  Social	
  Media	
  
PhoCusWright	
  Analysts	
  Around	
  the	
  World	
  




  © 2011 PhoCusWright Inc. All Rights Reserved.          3
Does	
  Your	
  Distribu7on	
  Strategy	
  S7ll	
  Look	
  Like	
  This?	
  




  © 2011 PhoCusWright Inc. All Rights Reserved.                                4
Global	
  Landscape	
  
U.S.	
  
                                                                                                                                                                                                              Europe	
  
                                                                    SCAN	
  
                                                                                 U.S.	
                                                                                                                       APAC	
  
                                     	
  Higher	
  




                                                         U.K.	
                                                                              CHILE	
  
                                                                                                             JAPAN	
                                                                                          LATAM	
  
                                                                       U.S.
                                                                          	
  
Online	
  Travel	
  Penetra7on	
  




                                                                                                                 SING	
   INDIA	
  
                                     	
  




                                                                                                                     MEXICO	
  


                                                                                                                                      BRAZIL	
  
                                     	
  




                                                                                       SPAIN	
                                                                                                                                 COL	
  
                                                                                                                                                                            PERU	
                                         ARG	
  
                                     	
  
                                     Lower




                                                      Lower            	
               	
            	
                    	
        	
                 	
     	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Higher	
  
                                                                                                   Annual	
  Growth	
  Online	
  Sales	
  
        Source:	
  PhoCusWright’s	
  Global	
  Online	
  Travel	
  Overview	
  Second	
  EdiFon	
  

                                     © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                                                                                       6
U.S.	
  
                                                                                                                                                                                                            Europe	
  
                                                                    SCAN	
  
                                                                               U.S.	
                                                                                                                       APAC	
  
                                     	
  Higher	
  




                                                         U.K.	
                                                                            CHILE	
  
                                                                                                           JAPAN	
                                                                                          LATAM	
  
Online	
  Travel	
  Penetra7on	
  




                                                                                                               SING	
   INDIA	
  
                                     	
  




                                                                                                                   MEXICO	
  


                                                                                                                                    BRAZIL	
  
                                     	
  




                                                                                     SPAIN	
                                                                                                                                 COL	
  
                                                                                                                                                                          PERU	
                                         ARG	
  
                                     	
  
                                     Lower




                                                      Lower            	
             	
            	
                    	
        	
                 	
     	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Higher	
  
                                                                                                 Annual	
  Growth	
  Online	
  Sales	
  
        Source:	
  PhoCusWright’s	
  Global	
  Online	
  Travel	
  Overview	
  Second	
  EdiFon	
  

                                     © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                                                                                     7
U.S.	
  
                                                                                                                                                                                                            Europe	
  
                                                                    SCAN	
  
                                                                               U.S.	
                                                                                                                       APAC	
  
                                     	
  Higher	
  




                                                         U.K.	
                                                                            CHILE	
  
                                                                                                           JAPAN	
                                                                                          LATAM	
  
Online	
  Travel	
  Penetra7on	
  




                                                                                                               SING	
   INDIA	
  
                                     	
  




                                                                                                                   MEXICO	
  


                                                                                                                                    BRAZIL	
  
                                     	
  




                                                                                     SPAIN	
                                                                                                                                 COL	
  
                                                                                                                                                                          PERU	
                                         ARG	
  
                                     	
  
                                     Lower




                                                      Lower            	
             	
            	
                    	
        	
                 	
     	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Higher	
  
                                                                                                 Annual	
  Growth	
  Online	
  Sales	
  
        Source:	
  PhoCusWright’s	
  Global	
  Online	
  Travel	
  Overview	
  Second	
  EdiFon	
  

                                     © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                                                                                     8
U.S.	
  
                                                                                                                                                                                                                         Europe	
  
                                                                    SCAN	
  
                                                                                    U.S.	
                                                                                                                               APAC	
  
                                     	
  Higher	
  




                                                         U.K.	
                                                                                         CHILE	
  
                                                                                                       ANZ	
            JAPAN	
                                                                                          LATAM	
  
Online	
  Travel	
  Penetra7on	
  




                                                                       FRANCE	
  

                                                                                                                            SING	
   INDIA	
  
                                                                                  GERMANY	
  
                                     	
  




                                                                                                                                MEXICO	
  


                                                                               ITALY	
                                                           BRAZIL	
  
                                     	
  




                                                                                           SPAIN	
                                                                                                                                        COL	
  
                                                                                                                                                                                       PERU	
                                         ARG	
  
                                     	
  




                                                                                                                              CHINA	
  
                                     Lower




                                                      Lower            	
                   	
                   	
                    	
        	
                 	
     	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Higher	
  
                                                                                                             Annual	
  Growth	
  Online	
  Sales	
  
        Source:	
  PhoCusWright’s	
  Global	
  Online	
  Travel	
  Overview	
  Second	
  EdiFon	
  

                                     © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                                                                                                  9
U.S.,	
  Europe,	
  Asia	
  Pacific,	
  and	
  La7n	
  America	
  Online	
  
  Leisure/Unmanaged	
  Business	
  Travel	
  Share	
  of	
  Total	
  
  Travel	
  
45%	
  
                                                                                                     39%	
      40%	
  
40%	
                                                                                38%	
  
                                                               35%	
                                            41%	
  
35%	
                                   31%	
  
                                                                                     35%	
           36%	
  
30%	
             27%	
                                        33%	
  
                                        31%	
                                                                              U.S.	
  
25%	
             27%	
                                                                                                    Europe	
  
20%	
                                                                                23%	
           24%	
  
                                                               21%	
                                 21%	
                 Asia	
  Pacific	
  
15%	
                                   18%	
                                         18%	
                                La7n	
  America	
  
                  15%	
                                          14%	
  
10%	
  
                   9%	
                  11%	
  
 5%	
  
 0%	
  
                 2008	
                2009	
                 2010	
                2011	
           2012	
     2013	
  
    Note:	
  2011-­‐2013	
  projected.	
  
    Source:	
  PhoCusWright’s	
  European	
  Online	
  Travel	
  Overview	
  Seventh	
  Edi7on	
  

          © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                          10
European	
  Distribu7on	
  Trends	
  
© 2011 PhoCusWright Inc. All Rights Reserved.   12
Top	
  Five	
  Pan-­‐European	
  Online	
  Travel	
  Agencies,	
  	
  
Share	
  Among	
  These	
  Agencies,	
  2010	
  and	
  2011	
  

                            2010	
                                                                                  2011	
  
                                                                                   Expedia	
                    8%	
  
                     9%	
  
                                                                                   Europe	
  

                                                     30%	
                         Opodo	
                                        28%	
  


                                                                                   Travelocity	
  
                                                                                   Europe	
  
40%	
  
                                                                                   Priceline	
        47%	
                             9%	
  
                                                     10%	
                         Europe	
  
                                                                                   Orbitz	
  WW	
                              8%	
  
                                      10%	
  
                                                                                   Europe	
  

 Note:	
  2011	
  projected.	
  
 Source:	
  PhoCusWright’s	
  European	
  Online	
  Travel	
  Overview	
  Seventh	
  Edi7on	
  

      © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                              13
Consolida7on	
  




  © 2011 PhoCusWright Inc. All Rights Reserved.   14
© 2011 PhoCusWright Inc. All Rights Reserved.   15
© 2011 PhoCusWright Inc. All Rights Reserved.   16
© 2011 PhoCusWright Inc. All Rights Reserved.   17
© 2011 PhoCusWright Inc. All Rights Reserved.   18
© 2011 PhoCusWright Inc. All Rights Reserved.   19
© 2011 PhoCusWright Inc. All Rights Reserved.   20
Deregula7on	
  of	
  the	
  Rail	
  Sector	
  
•  Rail	
  has	
  been	
  one	
  of	
  the	
  strongest	
  travel	
  sectors	
  
•  Harmoniza7on	
  of	
  booking	
  systems	
  to	
  accelerate	
  growth	
  
•  OTAs	
  shaping	
  up	
  to	
  distribute	
  rail	
  content	
  
•  Mobile	
  bookings	
  to	
  increase	
  rapidly	
  
•  Rail	
  travel	
  to	
  rise	
  as	
  more	
  compe7tors	
  enter	
  na7onal	
  markets	
  
•  Flights	
  under	
  five	
  hours	
  to	
  face	
  compe77on	
  from	
  rail	
  




   © 2011 PhoCusWright Inc. All Rights Reserved.                                                 21
Long	
  Tail	
  Distribu7on	
  of	
  Travel	
  Accommoda7ons	
  
•  Highly	
  fragmented	
  European	
  hospitality	
  sector	
  spells	
  boom	
  7me	
  for	
  OTAs	
  
•  Vaca7on	
  rentals	
  will	
  be	
  a	
  sector	
  to	
  watch	
  –	
  HomeAway,	
  Airbnb,	
  Wimdu	
  
•  Even	
  the	
  GDSs	
  are	
  figh7ng	
  for	
  a	
  share	
  of	
  the	
  pie	
  
•  Travel	
  reviews	
  on	
  OTA	
  sites	
  are	
  key	
  to	
  driving	
  and	
  retaining	
  traffic	
  




  © 2011 PhoCusWright Inc. All Rights Reserved.                                                               22
Italy	
  Online	
  Travel	
  Overview	
  
© 2011 PhoCusWright Inc. All Rights Reserved.   24
Italy	
  Follows	
  the	
  Trend	
  




© 2011 PhoCusWright Inc. All Rights Reserved.                                          25
Italian	
  Online	
  Travel	
  Market,	
  OTA	
  vs.	
  Supplier	
  Direct,	
  
2010	
  




                                                                                                OTA	
  
                                                                                                47%	
  

                                                Supplier	
  Direct	
  
                                                    53%	
  




Source:	
  PhoCusWright’s	
  Italian	
  Online	
  Travel	
  Overview	
  Seventh	
  EdiFon	
  

     © 2011 PhoCusWright Inc. All Rights Reserved.                                                        26
Italian	
  Online	
  Travel	
  Supplier	
  Direct	
  Share	
  (%),	
  2010	
  and	
  
2013	
  

                                 2010
                                                                                                                          2013
                        2% 3%                                                                  Traditional
                                                                                               Airline              2%
                                                      27%                                      LCC	
  Direct              4%
                                                                                                                                 30%
       23%                                                                                     Hotel	
  Direct
                                                                                                                  21%

                                                                                               Rail                                    17%
                                                                  21%
                                                                                               Car	
  Rental
                     24%                                                                                                 26%
                                                                                               Tour	
  Operator

Note:	
  2013	
  projected.	
  Totals	
  may	
  not	
  add	
  to	
  100%	
  due	
  to	
  rounding.	
  
Source:	
  PhoCusWright’s	
  Italian	
  Online	
  Travel	
  Overview	
  Seventh	
  Edi7on	
  

      © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                          27
Mobile	
  Hits	
  the	
  Mainstream	
  
© 2011 PhoCusWright Inc. All Rights Reserved.   29
Ownership	
  of	
  Web-­‐Enabled	
  Devices	
  
                                                                                                 2010	
         2011	
  
                                           Laptop	
  computer	
  

                                         Desktop	
  computer	
  

                  Web-­‐enabled	
  mobile	
  telephone	
  

              Web-­‐enabled	
  video	
  game	
  console	
  

Web-­‐enabled	
  portable	
  music/video	
  players	
  

                                  E-­‐readers	
  (e.g.,	
  Kindle)	
  

                                        Tablet	
  PC/Netbook	
  

                                Web-­‐enabled	
  television	
  

                                         None	
  of	
  the	
  above	
  

                                                               Other	
  

                                                                            %	
         10%	
   20%	
   30%	
   40%	
   50%	
   60%	
   70%	
   80%	
  
  Ques7on:	
  Which	
  of	
  the	
  following	
  Web-­‐enabled	
  devices	
  do	
  you	
  own/use?	
  Select	
  all	
  that	
  apply.	
  
  Base:	
  U.S.	
  online	
  travelers	
  	
  (2010	
  N=	
  792)(2011	
  N=1,948)	
  	
  
  Source:	
  PhoCusWright's	
  Traveler	
  Technology	
  Survey	
  2010,	
  PhoCusWright’s	
  Traveler	
  Technology	
  Survey	
  2011	
  

       © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                                      30
Con7nuous	
  Engagement	
  and	
  Merchandising	
  
 The	
  Smartphone	
  Facilitates	
  Con7nuous	
  Engagement	
  

                                                                 Dream	
  

•  The	
  mobile	
  plamorm	
                                                                  •  Ancillary	
  services	
  of	
  
   represents	
  the	
  most	
                                                                    all	
  types	
  are	
  well	
  
   personalized	
                                                                                 suited	
  for	
  the	
  mobile	
  
   environment	
  ever	
                Share	
  	
                                 Plan	
        plamorm	
  
   created	
                                                                                       •  Combines	
  cross	
  
    • Ability	
  to	
  customize	
                                                                      selling	
  effort	
  with	
  
      offers	
  to	
  parFcular	
                                                                        personalizaFon	
  
      segments	
  and	
                                                                                 and	
  locaFon	
  
      customers	
  


                                                   Explore	
                 Book	
  


  Source:	
  PhoCusWright	
  Inc.	
  

       © 2011 PhoCusWright Inc. All Rights Reserved.                                                                              31
© 2011 PhoCusWright Inc. All Rights Reserved.   32
© 2011 PhoCusWright Inc. All Rights Reserved.   33
Travel	
  Distribu7on	
  and	
  Social	
  Media	
  
Over 800 million active users!




© 2011 PhoCusWright Inc. All Rights Reserved.                                    35
Influence	
  of	
  Social	
  Media	
  Channels	
  on	
  Purchasing	
  Decisions	
  
                                 Very	
  influen7al	
                                     Somewhat	
  influen7al	
                                                Not	
  at	
  all	
  influen7al	
  

      Traveler	
  reviews	
  on	
  online	
  travel	
  agency	
  
                                                                                                                                                                         45%	
                                       29%	
  
             websites,	
  such	
  as	
  Expedia	
  
                        Traveler	
  review	
  websites,	
  such	
  as	
  
                                                                                                                                                                   42%	
                                         36%	
  
                                      TripAdvisor	
  

      Online	
  reviews	
  from	
  travel	
  professionals	
                                                                                                 44%	
                                            40%	
  

 Comments	
  from	
  people	
  in	
  my	
  online	
  social	
  
                                                                                                                                                     34%	
                                             52%	
  
   network,	
  such	
  as	
  Facebook	
  or	
  Twioer	
  

                   Travel	
  blogs	
  or	
  online	
  travel	
  forums	
                                                                          34%	
                                               53%	
  

  Company	
  informa7on/promo7ons	
  on	
  an	
  
                                                                                                                                             31%	
                                                 61%	
  
 online	
  social	
  network,	
  such	
  as	
  Facebook	
  or	
  
 Ques7on:	
  How	
  influen7al	
  have	
  each	
  of	
  the	
  following	
  features	
  been	
  to	
  you	
  when	
  making	
  travel	
  purchasing	
  decisions	
  in	
  the	
  past	
  12	
  months?	
  Select	
  one	
  for	
  
 each	
  op7on.	
  
 Base:	
  U.S.	
  online	
  travelers	
  (N=1,948)	
  
 Note:	
  Totals	
  may	
  not	
  add	
  to	
  100%	
  due	
  to	
  rounding	
  
 Source:	
  PhoCusWright's	
  Traveler	
  Technology	
  Survey	
  2011	
  

       © 2011 PhoCusWright Inc. All Rights Reserved.                                                                                                                                                                                37
Immediate	
  Referral	
  Conversion	
  Volume	
  to	
  Hotel	
  
Websites,	
  1H-­‐2H	
  2008-­‐2010	
  	
  
	
  70,000	
  	
  

                                          1H08	
               2H08	
               1H09	
  
	
  60,000	
  	
  
                                          2H09	
               1H10	
               2H10	
  
	
  50,000	
  	
  

	
  40,000	
  	
  

	
  30,000	
  	
  

	
  20,000	
  	
  

	
  10,000	
  	
  

          	
  -­‐	
  	
  	
  	
  
                                              Traveler	
  Review	
  Sites	
                           Facebook	
  



Source:	
  PhoCusWright’s	
  Social	
  Media	
  in	
  Travel,	
  2011	
  and	
  Compete	
  Inc.	
  

       © 2011 PhoCusWright Inc. All Rights Reserved.                                                                 38
Pos7ng	
  today,	
  booking	
  tomorrow?	
  

© 2011 PhoCusWright Inc. All Rights Reserved.                     39
On	
  Social	
  
                                                                            Network	
  Site   	
  


Social	
  Buying	
  
                                                     Corporate	
  
                                                   Communica=ons	
  
                                                      Vehicle	
  


                                                                                                     Video	
  and	
  
                                                                                                       Photos   	
  




                              E-­‐Commerce	
  
                                                                                E-­‐Commerce	
  




                                                                       Community	
  




   © 2011 PhoCusWright Inc. All Rights Reserved.                                                                        40
Purchase	
  PhoCusWright’s	
  European	
  Online	
  Travel	
  Overview	
  
 or	
  Italian	
  Online	
  Travel	
  Overview	
  by	
  February	
  1,	
  2012	
  and	
  
                                receive	
  30%	
  off!	
  




Go	
  to	
  www.phocuswright.com/products	
  and	
  use	
  offer	
  code	
  	
  
                          “bto-­‐2011”.	
  
Thank	
  you!	
  
             	
  
     Florence	
  Kaci	
  
qaci@phocuswright.com	
  	
  

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#BTO2011 - PhoCusWright Research

  • 1. December  1,  2011         Global,  European  and     Italian  Travel  Trends   Florence  Kaci   Director,  Sales  EMEA   and  European  Market   Specialist  
  • 2. Agenda   Global  Landscape   European  Distribu=on  Trends   Italy  Online  Travel  Overview   Mobile  Hits  the  Mainstream   Travel  Distribu=on  and  Social  Media  
  • 3. PhoCusWright  Analysts  Around  the  World   © 2011 PhoCusWright Inc. All Rights Reserved. 3
  • 4. Does  Your  Distribu7on  Strategy  S7ll  Look  Like  This?   © 2011 PhoCusWright Inc. All Rights Reserved. 4
  • 6. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   JAPAN   LATAM   U.S.   Online  Travel  Penetra7on   SING   INDIA     MEXICO   BRAZIL     SPAIN   COL   PERU   ARG     Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 6
  • 7. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   JAPAN   LATAM   Online  Travel  Penetra7on   SING   INDIA     MEXICO   BRAZIL     SPAIN   COL   PERU   ARG     Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 7
  • 8. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   JAPAN   LATAM   Online  Travel  Penetra7on   SING   INDIA     MEXICO   BRAZIL     SPAIN   COL   PERU   ARG     Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 8
  • 9. U.S.   Europe   SCAN   U.S.   APAC    Higher   U.K.   CHILE   ANZ   JAPAN   LATAM   Online  Travel  Penetra7on   FRANCE   SING   INDIA   GERMANY     MEXICO   ITALY   BRAZIL     SPAIN   COL   PERU   ARG     CHINA   Lower Lower                                        Higher   Annual  Growth  Online  Sales   Source:  PhoCusWright’s  Global  Online  Travel  Overview  Second  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 9
  • 10. U.S.,  Europe,  Asia  Pacific,  and  La7n  America  Online   Leisure/Unmanaged  Business  Travel  Share  of  Total   Travel   45%   39%   40%   40%   38%   35%   41%   35%   31%   35%   36%   30%   27%   33%   31%   U.S.   25%   27%   Europe   20%   23%   24%   21%   21%   Asia  Pacific   15%   18%   18%   La7n  America   15%   14%   10%   9%   11%   5%   0%   2008   2009   2010   2011   2012   2013   Note:  2011-­‐2013  projected.   Source:  PhoCusWright’s  European  Online  Travel  Overview  Seventh  Edi7on   © 2011 PhoCusWright Inc. All Rights Reserved. 10
  • 12. © 2011 PhoCusWright Inc. All Rights Reserved. 12
  • 13. Top  Five  Pan-­‐European  Online  Travel  Agencies,     Share  Among  These  Agencies,  2010  and  2011   2010   2011   Expedia   8%   9%   Europe   30%   Opodo   28%   Travelocity   Europe   40%   Priceline   47%   9%   10%   Europe   Orbitz  WW   8%   10%   Europe   Note:  2011  projected.   Source:  PhoCusWright’s  European  Online  Travel  Overview  Seventh  Edi7on   © 2011 PhoCusWright Inc. All Rights Reserved. 13
  • 14. Consolida7on   © 2011 PhoCusWright Inc. All Rights Reserved. 14
  • 15. © 2011 PhoCusWright Inc. All Rights Reserved. 15
  • 16. © 2011 PhoCusWright Inc. All Rights Reserved. 16
  • 17. © 2011 PhoCusWright Inc. All Rights Reserved. 17
  • 18. © 2011 PhoCusWright Inc. All Rights Reserved. 18
  • 19. © 2011 PhoCusWright Inc. All Rights Reserved. 19
  • 20. © 2011 PhoCusWright Inc. All Rights Reserved. 20
  • 21. Deregula7on  of  the  Rail  Sector   •  Rail  has  been  one  of  the  strongest  travel  sectors   •  Harmoniza7on  of  booking  systems  to  accelerate  growth   •  OTAs  shaping  up  to  distribute  rail  content   •  Mobile  bookings  to  increase  rapidly   •  Rail  travel  to  rise  as  more  compe7tors  enter  na7onal  markets   •  Flights  under  five  hours  to  face  compe77on  from  rail   © 2011 PhoCusWright Inc. All Rights Reserved. 21
  • 22. Long  Tail  Distribu7on  of  Travel  Accommoda7ons   •  Highly  fragmented  European  hospitality  sector  spells  boom  7me  for  OTAs   •  Vaca7on  rentals  will  be  a  sector  to  watch  –  HomeAway,  Airbnb,  Wimdu   •  Even  the  GDSs  are  figh7ng  for  a  share  of  the  pie   •  Travel  reviews  on  OTA  sites  are  key  to  driving  and  retaining  traffic   © 2011 PhoCusWright Inc. All Rights Reserved. 22
  • 23. Italy  Online  Travel  Overview  
  • 24. © 2011 PhoCusWright Inc. All Rights Reserved. 24
  • 25. Italy  Follows  the  Trend   © 2011 PhoCusWright Inc. All Rights Reserved. 25
  • 26. Italian  Online  Travel  Market,  OTA  vs.  Supplier  Direct,   2010   OTA   47%   Supplier  Direct   53%   Source:  PhoCusWright’s  Italian  Online  Travel  Overview  Seventh  EdiFon   © 2011 PhoCusWright Inc. All Rights Reserved. 26
  • 27. Italian  Online  Travel  Supplier  Direct  Share  (%),  2010  and   2013   2010 2013 2% 3% Traditional Airline 2% 27% LCC  Direct 4% 30% 23% Hotel  Direct 21% Rail 17% 21% Car  Rental 24% 26% Tour  Operator Note:  2013  projected.  Totals  may  not  add  to  100%  due  to  rounding.   Source:  PhoCusWright’s  Italian  Online  Travel  Overview  Seventh  Edi7on   © 2011 PhoCusWright Inc. All Rights Reserved. 27
  • 28. Mobile  Hits  the  Mainstream  
  • 29. © 2011 PhoCusWright Inc. All Rights Reserved. 29
  • 30. Ownership  of  Web-­‐Enabled  Devices   2010   2011   Laptop  computer   Desktop  computer   Web-­‐enabled  mobile  telephone   Web-­‐enabled  video  game  console   Web-­‐enabled  portable  music/video  players   E-­‐readers  (e.g.,  Kindle)   Tablet  PC/Netbook   Web-­‐enabled  television   None  of  the  above   Other   %   10%   20%   30%   40%   50%   60%   70%   80%   Ques7on:  Which  of  the  following  Web-­‐enabled  devices  do  you  own/use?  Select  all  that  apply.   Base:  U.S.  online  travelers    (2010  N=  792)(2011  N=1,948)     Source:  PhoCusWright's  Traveler  Technology  Survey  2010,  PhoCusWright’s  Traveler  Technology  Survey  2011   © 2011 PhoCusWright Inc. All Rights Reserved. 30
  • 31. Con7nuous  Engagement  and  Merchandising   The  Smartphone  Facilitates  Con7nuous  Engagement   Dream   •  The  mobile  plamorm   •  Ancillary  services  of   represents  the  most   all  types  are  well   personalized   suited  for  the  mobile   environment  ever   Share     Plan   plamorm   created   •  Combines  cross   • Ability  to  customize   selling  effort  with   offers  to  parFcular   personalizaFon   segments  and   and  locaFon   customers   Explore   Book   Source:  PhoCusWright  Inc.   © 2011 PhoCusWright Inc. All Rights Reserved. 31
  • 32. © 2011 PhoCusWright Inc. All Rights Reserved. 32
  • 33. © 2011 PhoCusWright Inc. All Rights Reserved. 33
  • 34. Travel  Distribu7on  and  Social  Media  
  • 35. Over 800 million active users! © 2011 PhoCusWright Inc. All Rights Reserved. 35
  • 36.
  • 37. Influence  of  Social  Media  Channels  on  Purchasing  Decisions   Very  influen7al   Somewhat  influen7al   Not  at  all  influen7al   Traveler  reviews  on  online  travel  agency   45%   29%   websites,  such  as  Expedia   Traveler  review  websites,  such  as   42%   36%   TripAdvisor   Online  reviews  from  travel  professionals   44%   40%   Comments  from  people  in  my  online  social   34%   52%   network,  such  as  Facebook  or  Twioer   Travel  blogs  or  online  travel  forums   34%   53%   Company  informa7on/promo7ons  on  an   31%   61%   online  social  network,  such  as  Facebook  or   Ques7on:  How  influen7al  have  each  of  the  following  features  been  to  you  when  making  travel  purchasing  decisions  in  the  past  12  months?  Select  one  for   each  op7on.   Base:  U.S.  online  travelers  (N=1,948)   Note:  Totals  may  not  add  to  100%  due  to  rounding   Source:  PhoCusWright's  Traveler  Technology  Survey  2011   © 2011 PhoCusWright Inc. All Rights Reserved. 37
  • 38. Immediate  Referral  Conversion  Volume  to  Hotel   Websites,  1H-­‐2H  2008-­‐2010      70,000     1H08   2H08   1H09    60,000     2H09   1H10   2H10    50,000      40,000      30,000      20,000      10,000      -­‐         Traveler  Review  Sites   Facebook   Source:  PhoCusWright’s  Social  Media  in  Travel,  2011  and  Compete  Inc.   © 2011 PhoCusWright Inc. All Rights Reserved. 38
  • 39. Pos7ng  today,  booking  tomorrow?   © 2011 PhoCusWright Inc. All Rights Reserved. 39
  • 40. On  Social   Network  Site   Social  Buying   Corporate   Communica=ons   Vehicle   Video  and   Photos   E-­‐Commerce   E-­‐Commerce   Community   © 2011 PhoCusWright Inc. All Rights Reserved. 40
  • 41. Purchase  PhoCusWright’s  European  Online  Travel  Overview   or  Italian  Online  Travel  Overview  by  February  1,  2012  and   receive  30%  off!   Go  to  www.phocuswright.com/products  and  use  offer  code     “bto-­‐2011”.  
  • 42. Thank  you!     Florence  Kaci   qaci@phocuswright.com