Experian Marketing Services Travel Insights Webinar
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This document summarizes insights from a webinar on travel marketing presented by Experian Marketing Services. It discusses travel industry trends, challenges in the travel sector, and strategies for addressing those challenges. Key findings include that January and August see peaks in travel visits and searches. OTA and travel aggregator sites have seen strong growth. To effectively target audiences, marketers need to understand consumer interests, preferences for destinations and messages, and popular channels. Tailoring messaging to different audience segments based on data insights can improve marketing performance.
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Experian Marketing Services Travel Insights Webinar
- 1. Travel Insights Webinar Billy Grant & Kirsty Townsend Experian Marketing Services December 2014 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
- 2. Agenda 1. Market dynamics and January planning 2. Challenges in travel 3. Addressing challenges in travel 4. Key takeaways and further information 2 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 3. Market Dynamics and January Planning
- 4. Travel Industry > Share of Visits November 2011 – November 2014 Jan 2012 Aug 2012 Jan 2013 Aug 2013 Jan 2014 Aug 2014 Regular consistent peaks in January and August 4 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 5. Travel Industry > Daily Total Visits January 2014 27.46m 27.41m 27.18m 26.50m Total Visits peaked on Sundays in January 2014 5 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 6. Clicks from Email to Travel Industry Users most receptive to email activity in first days back in work and at end of month – possibly due to impact of pay day. Post Xmas Blues Pay Day Joy 6 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 7. Travel Sub - Industries > Seasonality January 2013 - January 2014 7 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 8. How long did consumers spend on Travel websites in January 2014? Average Visit Time peaked on Sundays in January 2014 8 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 9. Travel Industry > Channel Reliance January 2014 9 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 10. When do consumers search for ‘cheap holidays’ vs. ‘cheap flights’? January 2013 - January 2014 Jan 2013 Aug 2013 Jan 2014 10 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 11. Travel Industry > Fast Moving Destinations January 2013 - January 2014 11 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 12. Travel Industry > Mobile Visits August 2014 12 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 14. Key Challenges in Travel Path to Purchase OTAs and Travel Aggregators Tailoring Messaging Where to reach target audience 14 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 15. User Journeys and the Threat from OTAs
- 16. Travel Industry > Reliance on OTA and Meta-Search Sites January 2013- January 2014 5% Increase in reliance 16 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 17. Travel Industry > Reliance on OTA and Meta-Search Sites Daily view of upstream in January 2014 = Wednesday = Sunday Reliance peaked on Sundays and Wednesdays in January 2014 17 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 18. 18 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. OTAs and Travel Aggregators OTA websites have seen growth well in advance of the wider travel industry. 300,000,000 400,000,000 500,000,000 600,000,000 700,000,000 800,000,000 900,000,000 1,000,000,000 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Travel 100 = Total Visits Nov11 50 100 150 200 250 300 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Travel and OTA Growth Index Travel (Index) OTAs (Index)
- 19. Customer journey metrics Why is it important to understand the customer journey? Path to Purchase Marketing Attribution Influential Websites Understanding what decisions were made leading up to the purchase. What content was seen and engaged with? What marketing was responsible for the decision to spend? What importance should you place on each channel? How influential were specific online properties on the customers decision to purchase and what level of comparison takes place? Yahoo Bing Gmail Yahoo search Facebook Google Yahoo Google Travelocity IHG Hampton Inn Orbitz Kayak Hotwire Marriott Hilton Priceline Expedia Hotels.com Booking.com Hotel Booking Choice Hotels Trip Advisor Google maps 19 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 20. Reaching your Target Audience
- 21. PLAN - Understand your audience Who The audience When & Why Time of day & Path to purchase What Online interests & activities Where Channels, devices & sites 21 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 22. Case study – travel marketing messages Online Travel Agency: The client was interested in identifying travel preferences and needs of three customer segments. The aim was to then design bespoke targeted messaging that would cater to each segment’s individual requirements and liking. 22 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 23. Commercial Airlines Visitor Profile Client wanted to target high value travellers 23 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 24. Knowing your audience 24 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 25. Wider lifestyle considerations Discover where your brand sits amongst your target audiences wider online activity 25 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 26. Channel preference Understand which channels will elicit the strongest response from your target audience 26 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 28. Destinations Understand popular destinations searched by each group Group A Group B Group O City Prosperity Prestige Positions Rental Hubs Domestic London Edinburgh Glasgow International Domestic Manchester York Edinburgh International Domestic London Bath Bristol International Japan Australia USA Malaysia France Spain Italy Paris Amsterdam Berlin Thailand 28 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 29. Travel searches – summary Identify specialised travel needs and travel themes Likelihood of searching for specific travel related themes Less Likely More Likely Luxury Restaurant Family Flights Hotels Deal Holidays All inclusive Cheap Group A Group B Group O City Prosperity Prestige Positions Rental Hubs 29 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 30. Designing content with metrics Personalising each interaction on email and web Like to holiday abroad Prefer non-money offers Clicks on inspirational Images Prefer VIP contact Group A: City Prosperity Japan Australia Malaysia India 72 Hour Sale Incredible savings on your holiday Japan Australia Malaysia India x Extra Free Night 72 Hour Sale Incredible savings on your holiday Extra Free Night! Book Now Call us on 0800 555 555 to speak to your personal holiday assistant. Call us on 0800 555 555 to speak to your personal holiday assistant. 30 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 31. Designing content with metrics Personalising each interaction on email and web Group B: Prestige Positions Paris Rome Berlin Madrid 72 Hour Sale Incredible savings on your holiday Paris Rome Berlin Madrid x 20% Discount 72 Hour Sale Incredible savings on your holiday Book Now 20% Discount Have any questions? Talk to our online assistant by clicking here. Have any questions? Talk to our online assistant by clicking here. Prefer to holiday in Europe Prefer monetary discounts Clicks on family images Prefer web for contact, not phone 31 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 32. Designing content with metrics Personalising each interaction on email and web 50% Group O: Rental Hubs x London Bath Newquay Bristol 72 Hour Sale Incredible savings on your holiday Need large discounts to Discount London Bath Newquay Bristol 72 Hour Sale Incredible savings on your holiday Book Now 50% Discount Click here to see our great discounts on hotels and nights out in the UK. Click here to see our great discounts on hotels and nights out in the UK. Prefer city breaks with friends convert Clicks on high energy images Don’t want direct contact 32 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 33. Key Takeaways There is a clear need to understand seasonality, key targeting periods and the days of the week when consumers will be most receptive. Beyond this, knowing the channels that serve as the biggest traffic drivers through these periods also enables budget to be apportioned more effectively. Brands need to be able to quickly identify groups of buyers and browsers to effectively target each of these groups with relevant content at every stage of the journey. Developing a better understanding of the wider lifestyle interests of your customers enables you to create more tailored packages that will result in a higher rate of conversion. Feed all of these learnings into your marketing strategy to ensure that you provide each customer with a personalised experience and drive improved engagement with your brand. 33 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 34. Contact Us Marketing.services@uk.experian.com @ExperianMkt_UK 0845 234 0391 www.experian.co.uk/marketing 34 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 35. 35 ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Editor's Notes
- The next stage of our journey is planning – best in class organisations plan strategy and campaigns using rich and accurate insight from a wide variety of sources that cover consumers and their behaviour both online and offline With people leading more and more of their lives online, organisations need to have accurate, up-to-date information about how people behave online, their interests and how this affects their path to purchase. Hitwise measures the online behaviour of millions of internet users every day and how they interact across millions of websites. This in-depth intelligence provides marketers with a comprehensive overview of the online competitive environment and how their website benchmarks against specific online competitors. The next iteration of our cross-channel and cross-device Consumer Intelligence platform tracks audiences from initial product interest all the way through to brand purchase.
- The latest version of Mosaic takes over 850 million pieces of information to create an easy-to-understand segmentation that allocates 49 million individuals and 26 million households into one of 15 Groups and 66 detailed Types. This classification system paints a rich picture of UK consumers and their socio-demographics, lifestyles, behaviours and culture providing marketers with the most accurate and comprehensive view of their customers, prospects and markets. City Prosperity were 74% more likely to visit the Commercial Airlines industry than Travel > Agencies.
- So what does the search data tell us about these audiences, Which destinations interest them at home and abroad Group A City Prosperity: People with substantial wealth who live in the most sought after neighbourhood – Luxury City breaks Group B Prestige Positions: Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes – Family holidays to European and Longhaul destinations Group O Rental Hubs: Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life – Global City trips
- We can also identify the types of holiday that these groups are more or less likely to be interested in. Group A – Luxury holidays + Restaurants Group B – Family, All inclusive Holidays Group O – Restaurants, nightlife, deals
- And this is an example of the kind of bespoke email that can be created using data driven insight. The data drives the content development strategy to create a truly engaging and relevant message for the consumer.
- And this is an example of the kind of bespoke email that can be created using data driven insight. The data drives the content development strategy to create a truly engaging and relevant message for the consumer.
- And this is an example of the kind of bespoke email that can be created using data driven insight. The data drives the content development strategy to create a truly engaging and relevant message for the consumer.