Google conducted a new study among the leisure and business traveller segment to understand how trip planning behaviour has changed over the past year. Travel videos inspire the majority of leisure and business travellers to plan their trips, reveals the Google Think Insight study. @GoogleTravel @ThinkwithGoogle
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
Google's New Travel Micro-Moments Guide: How to Be There and Be Useful for Tr...Francesco Canzoniere
Google has released several studies about how travelers are increasing using mobile to plan their journeys, from the moment they decide to take a vacation and need ideas for where to go, to researching and booking the logistics, then finding information about what they can do there.
Download the full report here: https://think.storage.googleapis.com/docs/micro-moments-reshaping-travel-customer-journey.pdf
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
Great brands have realized that the quality of the customer's experience with their brand is the foundation of a great relationship. Mapping out the Customer Journey can help a brand figure out how to create those experiences.
Improving the digital customer journey to drive bookingstnooz
Digital is rapidly changing how customers expect you to interact with them throughout their travel journey.
From research to in-experience to post-visit – an expanding opportunity of addressable interactions can drive customer engagement throughout the process. How do you prioritize these opportunities to maximize bookings?
Join Merkle for a FREE webinar to understand how you can improve your digital visibility in the travelers' journey and how you should prioritize your efforts to maximize these opportunities.
In this FREE webinar, you’ll learn how to:
engage the right customers earlier in the process
deliver experience to keep engagement throughout the travel journey
enable customers to share positive experiences that influence other relevant desired segments
leverage first-party data to improve customer experience at each stage
Panelists for this FREE webinar are:
Pat McInerney, Senior Account Executive, Google
Ryan Gibson, EVP, Marketing Strategy, Merkle | RKG
Matt Naeger, EVP, Digital Strategy, Merkle
Kevin May, Senior Editor & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This FREE webinar took place on Thursday, the first day of October.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
Google's New Travel Micro-Moments Guide: How to Be There and Be Useful for Tr...Francesco Canzoniere
Google has released several studies about how travelers are increasing using mobile to plan their journeys, from the moment they decide to take a vacation and need ideas for where to go, to researching and booking the logistics, then finding information about what they can do there.
Download the full report here: https://think.storage.googleapis.com/docs/micro-moments-reshaping-travel-customer-journey.pdf
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
Great brands have realized that the quality of the customer's experience with their brand is the foundation of a great relationship. Mapping out the Customer Journey can help a brand figure out how to create those experiences.
Improving the digital customer journey to drive bookingstnooz
Digital is rapidly changing how customers expect you to interact with them throughout their travel journey.
From research to in-experience to post-visit – an expanding opportunity of addressable interactions can drive customer engagement throughout the process. How do you prioritize these opportunities to maximize bookings?
Join Merkle for a FREE webinar to understand how you can improve your digital visibility in the travelers' journey and how you should prioritize your efforts to maximize these opportunities.
In this FREE webinar, you’ll learn how to:
engage the right customers earlier in the process
deliver experience to keep engagement throughout the travel journey
enable customers to share positive experiences that influence other relevant desired segments
leverage first-party data to improve customer experience at each stage
Panelists for this FREE webinar are:
Pat McInerney, Senior Account Executive, Google
Ryan Gibson, EVP, Marketing Strategy, Merkle | RKG
Matt Naeger, EVP, Digital Strategy, Merkle
Kevin May, Senior Editor & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This FREE webinar took place on Thursday, the first day of October.
The Evolving Travel Shopping Journey: Winning the Hotel BookingLeonardo
In part 3 of our Digital Marketing Summit for Hoteliers, David Chestler, EVP Global Enterprise Sales & Business Development of SiteMinder and Joey Egan, VP Marketing of Leonardo discuss how to win the hotel booking and increase direct bookings for your hotel.
Travel and hospitality industry - 2017 analytics landscapeMetriplica
Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves.
Let's see how.
The Evolving Travel Shopping Journey: Travel Research, Planning & ValidationLeonardo
In part 2 of our Digital Marketing Summit for Hoteliers, Charlie Osmond, Chief Tease of Triptease, and Ellis Connolly, Chief Revenue Officer of TrustYou discuss the travel research, planning & validation phase of the travel shopping journey and its impact on direct bookings.
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
Embracing Mobility: How to Build A Mobile Website that ConvertsLeonardo
Discover what makes mobile hotel shoppers make their purchase with the insights and strategies in our August webinar on building a mobile website that converts.
Your hotel's direct booking strategy: Targeting the guests of the futureSiteMinder
Your hotel's direct booking strategy: Targeting the guests of the future
Did you know that today’s digital-savvy consumer is subjected to 3,000 marketing messages a day!
That’s a staggering statistic proving just how difficult it is for businesses to cut through the noise in order to be heard.
For hoteliers, it can be even harder to know how to reach the right people – and that’s assuming they have their target audiences fully marked out.
In this free presentation we’ll share:
The six groups of travellers – your future hotel guests
Strategies to entice these travellers to book direct
Rodney Payne - The future of destination marketingRodney Payne
In November 2015, I was invited by the Tourism Industry Association of Canada to present on our experience in destination marketing around the world, and how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism boards.
5 important US hotel and travel trends with the power to shape 2016SiteMinder
Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience?
SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...tnooz
This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
The Evolving Travel Shopping Journey: Searching for Travel InspirationLeonardo
In part 1 of our Digital Marketing Summit for hoteliers, Chris Blaine, VP, Sales & Account at Sojern and Ed St. Onge, President of Flip.to disscuss how the inspiration phase of the travel shopping journey impacts direct bookings.
Learn how to improve your property's website presence and increase conversions with the President of Scott Yankton Consulting, Scott Yankton, and E-Commerce Executive at the Doha Marriott Hotel, Cristobal Galit.
Clear-Cut Digital Marketing Strategies to Capture More Direct BookingsLeonardo
Tried and true digital marketing strategies you can implement right now to deliver an impactful shopping experience that will drive direct bookings on your property’s website.
Our June webinar features Terry Jones, founder of Travelocity, and Emily Drennen, Marketing Specialist at the DoubleTree Resort by Hilton, discussing the importance of visual storytelling in the hospitality industry.
Google The 2014 Traveler’s road to decisionAlex Kornfeind
Google commissioned Ipsos MediaCT, an independent marketing research company, to conduct a travel tracking study to better understand the role of the internet in making travel related decisions. The current report reflects the total sixth wave of this research.
Respondents completed a 20 minute A&U survey focused on travel habits and attitudes. If qualified, respondents were routed to one of five deep dive sections: Airline, Cruise, Lodgings, Car Rental and Vacation Packages. Interviews were conducted from May 12th to June 4th, 2014, yielding a total sample of 5,000 consumers (3,500 personal and 1,500 business) who have traveled at least once for personal reasons (or a minimum of 3 times for business purposes) in the past six months.
One augment was also recruited consisting of 1,500 affluent ($250k+ household income) past 6 months personal travelers. In order to qualify, respondents had to be 21–64, live in the U.S., have no sensitive industry employment, go online at least once per month and have some involvement in their personal/business travel decisions.
@GoogleTravel @ThinkwithGoogle
Digital greatly influences travel planning from the very first stages of the consumer journey, with 65% of leisure travelers researching online before they even decide where or how to go. For the sixth consecutive year, we partnered with Ipsos MediaCT to uncover how travelers seek inspiration, research brands, and book across devices. Many consumers go into planning undecided on a brand, and continue to turn to mobile and online video for help. Marketers who have a strong presence across channels will be best positioned to engage new and existing travelers.
2014 Travelers Road to Decision Research Studies via GoogleJoan Sanz
Google recently published a study on the 2014 traveler's road to decision. Small accommodation providers can use this information to better market their properties online.
45% plan to travel more with family in the coming year and often take children’s preferences into account.
Full extract (ppt) from the Google Hangout presentation of the Goolge's annual travel study made in collaboration with Ipsos MediaCT.
Here a quick recap of the most important insights:
- 76% of leisure travelers select an OTA for its lower prices and better deals.
- 53% of business travelers select an OTA for its better site tools and options.
- 20% of travelers move to competitors’ sites due to a poor mobile experience.
- 13% of travelers stop using brand altogether due to a poor mobile experience.
- Over 65% of travelers begin researching online before deciding where or how they want to travel.
- Travelers are less loyal to Hotels’ Brand sites & apps and increasingly turn to search engines for online trip planning.
- During the comparing stage of their trip planning is when Travelers rely the most on specific brand names/websites searches and also on price-related terms searches.
View the complete and insightful presentation on: www.youtube.com/watch?v=H3vCrnIKm_k
The Evolving Travel Shopping Journey: Winning the Hotel BookingLeonardo
In part 3 of our Digital Marketing Summit for Hoteliers, David Chestler, EVP Global Enterprise Sales & Business Development of SiteMinder and Joey Egan, VP Marketing of Leonardo discuss how to win the hotel booking and increase direct bookings for your hotel.
Travel and hospitality industry - 2017 analytics landscapeMetriplica
Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves.
Let's see how.
The Evolving Travel Shopping Journey: Travel Research, Planning & ValidationLeonardo
In part 2 of our Digital Marketing Summit for Hoteliers, Charlie Osmond, Chief Tease of Triptease, and Ellis Connolly, Chief Revenue Officer of TrustYou discuss the travel research, planning & validation phase of the travel shopping journey and its impact on direct bookings.
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
Embracing Mobility: How to Build A Mobile Website that ConvertsLeonardo
Discover what makes mobile hotel shoppers make their purchase with the insights and strategies in our August webinar on building a mobile website that converts.
Your hotel's direct booking strategy: Targeting the guests of the futureSiteMinder
Your hotel's direct booking strategy: Targeting the guests of the future
Did you know that today’s digital-savvy consumer is subjected to 3,000 marketing messages a day!
That’s a staggering statistic proving just how difficult it is for businesses to cut through the noise in order to be heard.
For hoteliers, it can be even harder to know how to reach the right people – and that’s assuming they have their target audiences fully marked out.
In this free presentation we’ll share:
The six groups of travellers – your future hotel guests
Strategies to entice these travellers to book direct
Rodney Payne - The future of destination marketingRodney Payne
In November 2015, I was invited by the Tourism Industry Association of Canada to present on our experience in destination marketing around the world, and how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism boards.
5 important US hotel and travel trends with the power to shape 2016SiteMinder
Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience?
SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...tnooz
This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
The Evolving Travel Shopping Journey: Searching for Travel InspirationLeonardo
In part 1 of our Digital Marketing Summit for hoteliers, Chris Blaine, VP, Sales & Account at Sojern and Ed St. Onge, President of Flip.to disscuss how the inspiration phase of the travel shopping journey impacts direct bookings.
Learn how to improve your property's website presence and increase conversions with the President of Scott Yankton Consulting, Scott Yankton, and E-Commerce Executive at the Doha Marriott Hotel, Cristobal Galit.
Clear-Cut Digital Marketing Strategies to Capture More Direct BookingsLeonardo
Tried and true digital marketing strategies you can implement right now to deliver an impactful shopping experience that will drive direct bookings on your property’s website.
Our June webinar features Terry Jones, founder of Travelocity, and Emily Drennen, Marketing Specialist at the DoubleTree Resort by Hilton, discussing the importance of visual storytelling in the hospitality industry.
Google The 2014 Traveler’s road to decisionAlex Kornfeind
Google commissioned Ipsos MediaCT, an independent marketing research company, to conduct a travel tracking study to better understand the role of the internet in making travel related decisions. The current report reflects the total sixth wave of this research.
Respondents completed a 20 minute A&U survey focused on travel habits and attitudes. If qualified, respondents were routed to one of five deep dive sections: Airline, Cruise, Lodgings, Car Rental and Vacation Packages. Interviews were conducted from May 12th to June 4th, 2014, yielding a total sample of 5,000 consumers (3,500 personal and 1,500 business) who have traveled at least once for personal reasons (or a minimum of 3 times for business purposes) in the past six months.
One augment was also recruited consisting of 1,500 affluent ($250k+ household income) past 6 months personal travelers. In order to qualify, respondents had to be 21–64, live in the U.S., have no sensitive industry employment, go online at least once per month and have some involvement in their personal/business travel decisions.
@GoogleTravel @ThinkwithGoogle
Digital greatly influences travel planning from the very first stages of the consumer journey, with 65% of leisure travelers researching online before they even decide where or how to go. For the sixth consecutive year, we partnered with Ipsos MediaCT to uncover how travelers seek inspiration, research brands, and book across devices. Many consumers go into planning undecided on a brand, and continue to turn to mobile and online video for help. Marketers who have a strong presence across channels will be best positioned to engage new and existing travelers.
2014 Travelers Road to Decision Research Studies via GoogleJoan Sanz
Google recently published a study on the 2014 traveler's road to decision. Small accommodation providers can use this information to better market their properties online.
45% plan to travel more with family in the coming year and often take children’s preferences into account.
Full extract (ppt) from the Google Hangout presentation of the Goolge's annual travel study made in collaboration with Ipsos MediaCT.
Here a quick recap of the most important insights:
- 76% of leisure travelers select an OTA for its lower prices and better deals.
- 53% of business travelers select an OTA for its better site tools and options.
- 20% of travelers move to competitors’ sites due to a poor mobile experience.
- 13% of travelers stop using brand altogether due to a poor mobile experience.
- Over 65% of travelers begin researching online before deciding where or how they want to travel.
- Travelers are less loyal to Hotels’ Brand sites & apps and increasingly turn to search engines for online trip planning.
- During the comparing stage of their trip planning is when Travelers rely the most on specific brand names/websites searches and also on price-related terms searches.
View the complete and insightful presentation on: www.youtube.com/watch?v=H3vCrnIKm_k
Drive Revenue By Optimizing the Traveler Planning Journey Pt 1eCornell
The average traveler visits over 20 websites before they make a booking.
Mariana Mechoso Safer of HeBS Digital and Shalini Jariwala of Google will take you through a typical traveler’s journey to booking and what strategies play the largest role through the entire buying funnel.
You’ll get inside strategies on:
· How to boost revenues in Q2 through multichannel marketing
· Where and how different marketing channels reach the consumer
· How many steps it takes a consumer to make a booking
· The customer perspective (i.e. a mom planning family travel or a family reunion)
· Ways to recover abandoned bookings
· Case studies to support recommendations
Mariana Mechoso Safer is Senior Vice President, Marketing at HeBS Digital, overseeing advertising, marketing and public relations. Mariana heads the Las Vegas office, developing and implementing digital marketing strategies for HeBS Digital’s West Coast partners. She frequently conducts industry research and publishes her major travel and hospitality publications, and is also a guest speaker and presenter at hospitality events and conferences.
Shalini Jariwala is Strategic Partner Manager of Channel Sales at Google. Shalini has been working in high tech for the past 10 years. She has held various marketing, sales enablement, and business development roles at companies such as Google, Ooyala, Salesforce.com and Evernote. Currently she is a Strategic Partner Manager on the Channel Sales Team based out of the Google NYC office.
Trends in Tourism Marketing - Michael GaudioTravel Oregon
From the dramatic rise in mobile-savvy travelers, to the ever-changing social landscape, to the importance of video strategy, to the variety of apps that help visitors travel like a local; it is critical to reach today's tech-savvy traveler now more than ever.
Insight người tiêu dùng ngành Du lịch 2016 của Google
Xem thêm các tài liệu, thông tin về digital marketing tại: www.urekamedia.com/news
www.mediaeyes.vn/news
Per il 76% degli italiani il Governo deve puntare sul turismo. Osservatorio Confturismo-Istituto Piepoli: Il settore turistico si conferma essenziale per l'economia italiana, tanto che otto Italiani su dieci lo ritengono essere il nuovo "petrolio" del nostro paese. Quasi la stessa percentuale di Italiani, il 76 per cento, crede inoltre che sia importante che il Governo punti sul turismo per rilanciare l'economia.
European tourism 2016 trends and prospects q3Alex Kornfeind
International tourist arrivals to Europe grew by 3% in the first half of the year compared to the same period last year. European tourism continues its positive trend and shows exceptional resilience to geopolitical and safety and security challenges
Caorle alla ricerca di un turismo in linea con le sue origini e la sua storia. Una delle edizioni più belle. Un evento inserito nel contesto del marketing operativo previsto dalla DMO Caorle partner e sponsor del programma 2016 assieme ad Allianz e Touring Club Italiano.
http://www.scuoladelviaggio.it/summer-school-programma-it.php
Gli italiani hanno confermato le loro preferenze nazionali. Anche quest’anno infatti le mete balneari più ricercate sono state Rimini Riccione e Lido di Jesolo. Stagione più che positiva anche per le new entry Capri #Caorle e Lignano Sabbiadoro.
“Le vacanze on-line sembrano attirare i consumatori, che non vogliono però sconti su trasparenza e sicurezza”: queste le parole di Massimiliano Dona, Segretario generale dell’Unione Nazionale Consumatori, a commento dei risultati del sondaggio “Turismo: come scegli la tua vacanza on-line?” realizzato in collaborazione con Airbnb.
Maggiori informazioni su:
http://www.consumatori.it/comunicati-stampa/vacanze-on-line-piacciono-ai-consumatori-ma-niente-sconti-su-trasparenza-e-sicurezza
The report commissioned by Amadeus Future Traveller Tribes 2030: Building a More Rewarding Journey takes the traveller tribes identified in the previous report and maps their behaviours to the different stages of their journey along with appropriate merchandising options. This paper seeks to bring the traveller tribes and the travel experience together to help travel providers sell their services more effectively and meet the unique needs of the six tribes.
Follow:
http://twitter.com/amadeusnews
http://twitter.com/AmadeusITGroup
Alimentare il digitale Rapporto 2015 di UnionCamereAlex Kornfeind
Alimentare il digitale Rapporto 2015 di UnionCamere. Per il 40% delle imprese italiane, internet non serve Circa la metà delle aziende* non ritiene il digitale uno strumento effettivo di crescita e comunque utile alla propria impresa. (campione analizzato da SWG).
Leggi:
http://www.key4biz.it/ilprincipenudo-per-il-40-delle-imprese-italiane-internet-non-serve/
Sito:
http://www.unioncamere.gov.it/
Twitter:
https://twitter.com/unioncamere
"Comunicare per trasmettere valori e non solo prezzi e prodotti"
Un’agenzia di viaggi ha il grande vantaggio di avere sempre una vetrina. Su strada o digitale questo vantaggio viene però spesso sottovalutato, divulgando solo prezzi e destinazioni, senza generare alcuna emozione a potenziali nuovi clienti. Nuove forme di comunicazione facilitano l’approccio relazionale dell’agente moderno in questo ambito.
Relatore: alex @kornfeind di @strategahub
http://www.websocialtourism.it/relatori/
Contributi: Osservatorio @polimi
Web Social Tourism si è svolto martedì 4 febbraio 2014, a Napoli, presso il Centro Congressi dell’Hotel Ramada.
15 for 15: The Most Important Stories from 2014,
The Biggest Trends to Watch in 2015
You can download the white paper for free here:
http://insight.globalwebindex.net/15-trends-for-2015
Got questions? Contact the author!
Jason Mander https://twitter.com/thejasonmander
Head Of Trends, GlobalWebIndex
jason@globalwebindex.net
Programma 2014. BTC è il marketplace internazionale dove organizzatori di eventi, meeting, congressi, convention e viaggi incentive incontrano tutte le tipologie di fornitori della filiera. BTC è anche il principale luogo di networking e aggiornamento per operatori e professionisti degli eventi. http://btc.it/
Mastercard 2014 global destination cities indexAlex Kornfeind
London tops the list as the destination of choice for international travelers for the third time in four years, according to the annual MasterCard Global Destination Cities Index.
Here the link:
http://newsroom.mastercard.com/digital-press-kits/mastercard-global-destination-cities-index-2014/
Ciak si viaggia: quando un film fa turismo.
Andrea Rocco: esperto di marketing territoriale
"Da location a destination i casi di successo" - La Rivista del turismo - 1/2006
From the website: http://www.weforum.org
The 2013 Travel & Tourism Competitiveness Index (TTCI) reveals that Switzerland, Germany and Austria lead the world in terms of travel and tourism competitiveness, with Spain, the United Kingdom, the United States, France, Canada, Sweden and Singapore completing the top 10.
Tourism competitiveness is an important economic indicator. It is a major element in economic stimulation packages. Tourism is among the largest employers in most countries and also a fast-lane vehicle into the workforce for young people and women. Encouraging travel boosts consumer and business confidence, it strengthens two-way trade and promotes export income.
http://www.weforum.org/issues/travel-and-tourism-competitiveness/index.html
Understanding how mobile drives conversionsAlex Kornfeind
As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices. In partnership with @Nielsen, @google analyzed over 6000 mobile searches and the actions that resulted, drawing precise and measurable connections between mobile searches and the online and offline conversions that they drive.
Here the original link:
https://www.google.com/think/research-studies/creating-moments-that-matter.html
Michael page italia le retribuzioni professioni digitaliAlex Kornfeind
Desideri sapere quanto pagare il tuo professionista o collaboratore digitale? Qui il report italiano sullo stato delle retribuzioni delle professioni digitali più diffuse in Italia in relazione alla media di mercato realizzato da Michael Page Italia.
https://twitter.com/MichaelPageIT
http://www.michaelpage.it
http://about.me/kornfeind
LUXURY TRAVEL THE ULTIMATE TOKYO EXPERIENCE FROM SINGAPORE.pdfDiper Tour
Get off on the most luxurious Tokyo itinerary from Singapore. Experience Tokyo’s sophisticated modernism and rich tradition with first-class travel, sumptuous lodging, fine food, and special tours. Savor the finest that this energetic city has to offer for an experience that will never be forgotten.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
How To Change Name On Volaris Ticket.pdfnamechange763
How to change name on Volaris ticket? This is one of the most common questions asked by travelers flying with Volaris Airlines. The mentioned details can help you with your name rectification on the airline ticket. If you are still facing difficulties call the consolidation desk at +1-800-865-1848.
Antarctica- Icy wilderness of extremes and wondertahreemzahra82
In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
Its running cost is among the diverse vital aspects you must consider before buying an electric scooter. Calculate the cost of getting e-scooter charge for your regular usage to calculate its economic efficiency, similar to people who investigate the mileage of petrol or diesel-driven scooters.
Discover the wonders of the Wenatchee River with a variety of river tours in Monitor, WA. Whether you're seeking thrilling whitewater rafting, peaceful kayaking, family-friendly float trips, or scenic sunset cruises, there's something for everyone. Enjoy fishing, wildlife spotting, bird watching, and more in this beautiful natural setting, perfect for outdoor enthusiasts and families alike.
Discover Palmer, Puerto Rico, through an immersive cultural tour that unveils its rich history and vibrant traditions. Experience lively festivals, savor authentic cuisine, and explore local markets. Visit historical landmarks, museums, and stunning colonial architecture. Engage with friendly locals, enjoy live music, and hike scenic nature trails, all while participating in cultural workshops and discovering unique artisan crafts.
London Country Tours, the foremost travel partner offers customized Stonehenge tours from London coming with private tour guides and direct access to the inner circles. Visit: https://www.londoncountrytours.co.uk/tour/tours-to-stonehenge-oxford/
The Cherry Blossom season in Hunza begins in the second week of March and lasts until the end of April, varying with altitude. During this enchanting period, tourists from around the world flock to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates visitors.
About the Company:
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2. WHAT WE WANTED TO KNOW
How have the attitudes and
behaviors of leisure and
business travelers changed
over the past year?
google.com/think
2
3. WHAT WE FOUND
The Traveler’s Mindset
Travelers seek value and comparison shop with increasing frequency. Business travelers prioritize
price, convenience and prior experience.
Inspiration: A Fresh Opportunity to Reach Travelers Online
Most consider the web to be important for travel research and planning, but the web is also a
fundamental source of inspiration for new travel. Search remains key for leisure and business
travelers as they seek a variety of content and information online.
Multi-screen World: Research Across Devices
Travel planning is no longer limited to a single screen. Travelers move sequentially across devices to
complete tasks, often with search being the unifying activity.
Online Video: A Traveler's Constant Companion
Travelers are watching more videos online to help make decisions — where to go, what to do, how to
book. Business and leisure travelers create and share online videos of their trips.
google.com/think
3
4. Leisure travelers seek travel inspiration online, anticipate
more family travel, and want to stay connected while
traveling
68%
began researching
online before they
decided where or
how to travel
versus 65% in
2012.
49%
plan to travel more
frequently with
family in the
coming year
versus 46% in
2012.
Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.
Base: Personal Quota, Q21: 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. (Select ONE for each statement)
*Wording changed from “mobile device” in 2013
42%
are more likely to
use their
smartphone* or
tablet for travel- or
vacation-related
information while
on a trip versus
33% in 2012.
google.com/think
4
5. Business travelers continue to prioritize brand sites,
price and convenience
PREDICTED TRAVEL
FREQUENCY
VS. 2012
11%
41%
48%
Less
Same
More
65%
book travel directly
on company sites
more often than
via online travel
agencies, an 11%
increase from
last year.
TOP 3 IMPORTANT FEATURES
WHEN SELECTING TRAVEL
Air
Travel
1. Price
2. Most convenient
departure/arrival
times
3. Fewer stops, better
connections
Lodging
1. Price
2. Most convenient
location
3. Past experience
with establishment
Car
Rental
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q24/25 Base: Business Quota / Q21: Here are some statements that may or may not subscribe your attitudes and opinions related to travel. Please indicate how much you agree or
disagree with each statement. / Q24: Thinking about any traveling that you may do in 2013 for business purposes, would you say the number of trips you’ll take will be… (Select ONE). /
QR9/QA5/AH3 Base: Business + Air, Hotel, Car Quotas. / QR9: What are the most important factors to you when deciding on a vehicle to rent when travelling on each type of business
trip? (Select up to 3 for each type of trip.) / QA5/QH3: How important are each of the following when [purchasing an airline ticket / choosing lodging accommodations] for business
travel? (Select ONE for each)
1. Price
2. Past experience
3. Reward/travel
points
google.com/think
5
6. Travelers across segments seek value and frequently
comparison shop
TRAVELERS WHO PLAN TO SPEND MORE TIME RESEARCHING
BEFORE BOOKING TRAVEL BECAUSE FINDING VALUE IS IMPORTANT
66%
of leisure travelers
vs. 66% in 2012.
60%
business travelers
vs. 56% in 2012.
52%
affluent travelers
vs. 57% in 2012.
Tips for Marketers
Think about how your brand can stay top of mind with travelers from the initial awareness
phase down to consideration and booking.
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q23/Q26: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for [personal/ leisure / business] purposes in
the next year. (Select ONE for each statement)
google.com/think
6
7. Beyond price, leisure travelers seek destinations with
relevant and varied activities
MOST IMPORTANT FEATURES WHEN CHOOSING DESTINATION
(EXTREMELY/VERY IMPORTANT)
Price
85%
Activities specific to my interests
73%
Past experience with destination
Variety of activities
Can relate to location
Promotion
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Base: Personal Quota (n = 3500) / QD10: How important are each of the following when choosing a destination for personal or leisure trips? (Select ONE for each)
64%
62%
59%
57%
google.com/think
7
8. Loyalty program membership increases the
likelihood of booking, but it is never guaranteed
INCREASED LIKELIHOOD OF BOOKING
Loyalty/Reward
Program
Leisure
Business
Airline
76%
86%
Hotel
75%
84%
Car rental
71%
79%
Online travel agency
60%
67%
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
C1A: And how does being a member of the following loyalty/reward(s) program(s) impact your decision to book with a particular company? Would you say you are… (Select ONE for
each) / Base: Loyalty/reward program members (floating), Leisure n = 404, Business n = 190 / Q26: 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. (Select ONE for each statement) / Base: Business Travelers n = 1500
38%
of business travelers
are less likely to
plan travel based on
loyalty programs or
points in 2013 than
they were in 2012.
google.com/think
8
9. Leisure and business worlds are blending
57%
43%
of business travelers plan
to extend a business trip to
include leisure time when
traveling.
of business travelers plan
to research or use peer-topeer sharing alternatives,
such as Airbnb or Zipcar,
traditional hotels or carrental services.
Key Questions for Marketers
1) Does your brand have a presence in each segment?
2) Are there cross- and up-sell opportunities to leverage between segments?
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Base: Business Quota n = 1500 / Q26: 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. (Select ONE for each statement)
google.com/think
9
10. The internet is as essential for inspiring new travel
as it is for planning travel
TRAVEL PLANNING SOURCES
SOURCES OF INSPIRATION
Family, friends or colleagues
62%
Internet
Internet
61%
Family, friends, or colleagues
TV
39%
Magazines and newspapers
25%
Books
17%
18%
Magazines and newspapers
18%
Travel agents
14%
14%
9%
Books
Radio
9%
800 or toll-free number
Travel groups
8%
Travel groups
4%
28%
TV
Travel agents
800 or toll-free number
49%
Informational brochures
30%
Informational brochures
80%
Radio
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q6D: Which of the following sources typically inspire you to start thinking about your personal or leisure trips? (Select ALL that apply) / Q7: Which of the following sources do you
typically use to plan personal or leisure trips/business trips? / Base: Personal Quota (n = 3500)
9%
7%
5%
google.com/think
10
11. Among online sources, travelers mostly rely on brand
sites and search
TOP ONLINE TRAVEL ACTIVITIES
Leisure travelers
Business travelers
Search engines
Hotel websites
Hotel websites
Airline websites
47%
Airline websites
Search engines
47%
OTA
60%
58%
43%
Map sites
Travel review sites
40%
27%
Car rental
websites
68%
57%
53%
OTA
48%
47%
Map sites
Car rental websites
Travel review sites
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q10: Which of the following online sources do you typically use to plan personal or leisure trips/business trips? (Select ALL that apply) / Base: Use Internet to plan trips; Leisure n =
2787, Business n = 1197
43%
40%
google.com/think
11
12. Search remains the #1 source for leisure travelers and
#3 source for business travelers
58%
64%
of leisure travelers always
“start my travel booking and
planning process with
search.”
of business travelers always
“start my travel booking and
planning process with
search.”
Up from 56% in 2012
Up from 58% in 2012
Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.
Q21: Here are some (more) 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 / Base: Personal and Business Quotas
google.com/think
12
13. Leisure travelers rely on online travel agencies for
inspiration as well as for destination planning
STAGE OF PLANNING AT WHICH LEISURE TRAVELERS VISIT
ONLINE TRAVEL AGENCIES
51%
are considering a
few destinations.
43%
know exactly where
they’re going.
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q10F: When you typically visit online travel agency websites (e.g., Expedia, Travelocity, Priceline, Orbitz, etc.) to plan your personal or leisure trips, how far along are you in deciding
where to go? (Select ONE) / Base: Personal Quota and plan using an OTA (n = 1316)
6%
are considering
many destinations.
google.com/think
13
14. Travelers conduct a variety of activities across the web
TOP ONLINE TRAVEL ACTIVITES
Leisure travelers
59%
Business travelers
67%
Researched an upcoming trip
42%
Read reviews from
other travelers
55%
43%
2 points
since 2012
Researched a destination, flight,
hotel or vacation as a result of
seeing an online ad
54%
Brainstormed or started
thinking about a trip
42%
30%
31%
4 points
27%
since 2012
48%
Watched a travel video
47%
Requested more information
related to an upcoming trip
Looked at travel content or
reviews by friends or family
Source: Ipsos MediaCT/Google Travel Study, April–May 2012 and May–June 2013.
Q4: Which of the following have you done online in the past 6 months? (Select ALL that apply) / Base: Total Respondents n = 5,000
45%
39%
google.com/think
14
15. Once at a destination, 58% of leisure travelers rely on
online sources to evaluate local activities
TOP SOURCES USED FOR ACTIVITY/EXCURSION DECISIONS
Brochures/Books in my room/house
42%
Destination website/app
41%
Walking around destination
41%
Concierge/staff at accommodation
31%
Other people on trip
27%
25%
Accommodation website/app
TV in my room/house
22%
21%
Other travel websites/apps
Online videos
14%
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
QD11: When you are on a personal or leisure trip, which sources do you typically use to decide on activities/excursions to participate in once you have arrived at your destination?
(Select ALL that apply) / Base: Personal Quota (n = 3500)
google.com/think
15
16. Few travel activities are limited to a single screen
TRAVEL ACTIVITIES DONE ON DEVICES
(LEISURE ONLY)
Computer
Smartphone
(n = 2578)
Researched an upcoming trip
88%
Looked up maps or directions
68%
Checked into hotel, flight, cruise, etc.
60%
Requested more information on an upcoming trip
58%
Watched a travel-related video
Downloaded a travel-related app
50%
N/A
(n = 538)
53%
70%
83%
Read reviews written by other travelers
Tablet
(n = 709)
78%
59%
44%
46%
57%
Business
61%
34%
38%
39%
33%
48%
52%
Business
69%
Source: Ipsos MediaCT/Google Travel Study, June 2013.
DEVICE1: Thinking about your personal or leisure travel travel in the past 6 months, on which device(s) have you done each of the following travel-related activities? (Select ALL that
apply for each activity) / Base: Personal Quota and use specific device for travel research
41%
google.com/think
16
17. Sequential device usage: device to device
ACTIVITIES STARTED ON ONE DEVICE AND COMPLETED ON ANOTHER
89%
Any (net)
Any (Net)
Browsed/looked
Browsed/Looked for destinations to visit or vacation ideas
47%
Communicated about my trip on a social network like Facebook, Twitter or G
+ (e.g., asked for recommendations, shared where I’m going)
47%
45%
Looked up maps or directions
Looked for or compared pricing information
43%
Looked up a restaurant/hotel/attraction at my destination
43%
Read reviews (of other travelers, professionals
Read reviews by other travelers or professionals)
43%
Looked for travel promotions or deals
Looked up my booking or itinerary information
Watched or posted travel-related online video
40%
47%
search
36%
35%
Key Questions for Marketers:
1) Are you there when travelers are looking for you?
2) How are you valuing incremental activities that happen sequentially across devices?
Source: Ipsos MediaCT,/Google Multiscreen Travel, June 2013.
Q8: Which of the following activities, if any, did you start on one device and continue or finish on another device? / Base: Multiple Device Users Who Ever Did Sequential And Engaged
In Specific Online Travel Activity (floating base, n = 706-2778)
google.com/think
17
18. On the ability to plan travel in micro-increments
throughout the day
Five minutes here, two minutes there, and I
booked a trip without taking a huge, long
chunk of time to plan everything.
Source: Ipsos HearWatchSay Community, August 2013.
google.com/think
18
19. There is less discrepancy between device usage
on weekends
TRAVEL PLANNING THROUGHOUT THE
DAY
Computer/Tablet
Smartphone
WEEKDAY
WEEKEND
66%
60%
59%
51%
18%
39%
35%
29%
14%
6am-9am
35%
31%
17%
13%
9am-12pm 12pm-5pm
63%
44%
41%
38%
64%
5pm-7pm
7pm-11pm 11pm-6am
17%
27%
31%
12%
11%
6am-9am
19%
9am-12pm 12pm-5pm
Source: Ipsos MediaCT/Google Multiscreen Travel, Google and, June 2013.
Q28/29: Thinking about a typical [weekday/weekend] when you were travel planning for [cruise/air travel/car rental/accommodations] in the past 6 months, at which times did you use
each device? / Base: Multiple Device Users Who Used the Device for Researching Component AND Planned During Weekdays/Weekends(floating base)
5pm-7pm
7pm-11pm 11pm-6am
google.com/think
19
20. Leisure travelers book travel across devices
TRAVEL BOOKINGS DONE ON DEVICES
(LEISURE ONLY)
Computer
(n = 621-4067)
Air travel
Accommodations
Car rental
Cruise
93%
87%
82%
71%
Smartphone
(n = 366-1752)
19%
Tablet
(n = 269-1030)
24%
25%
27%
25%
26%
29%
Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.
Q12: How did you book your personal travel in the past 6 months? / Base: Multiple Device Users Who Used the Device for Travel and Component Included in Trip (floating base)
26%
google.com/think
20
21. Smartphone activity is easy to undervalue
OF THOSE WHO USE SMARTPHONES FOR TRAVEL PLANNING:
1 in 4
book their trip via
smartphone.
Air:
Hotel:
Cruise:
Car:
19%
25%
29%
25%
3 in 4
book via another
route, such as a
computer/tablet,
direct call or travel
agent.
Tips for Marketers:
Connect with travelers across devices. A booking on one device can directly or indirectly
result from previous research or activity on another device.
Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.
Q12: How did you book your personal travel in the past 6 months? / Base: Multiple Device Users Who Used the Device for Travel and Component Included in Trip (floating base)
google.com/think
21
22. Travel brands still deliver subpar mobile experiences
HOW CAN TRAVEL BRANDS IMPROVE THEIR MOBILE DEVICE EXPERIENCE?
Speed
“I’d say speed is key. I want
the sites I use on my phone
to be fast.”
Source: Ipsos HearWatchSay Community, August 2013.
Design
“I wish the websites
would change their look
or formats to be more
suited to tablet and
phone use."
Action
“I would use [my tablet]
for everything if it was
more compatible with
sites I frequent.”
google.com/think
22
23. App vs. web: sites are king of booking
App
Called
75%
54%
53%
66%
51%
31%
Car rental
58%
40%
42%
Overnight accommodations
59%
45%
36%
Travel / vacation packages
59%
42%
42%
Vacation activities
61%
38%
42%
Browser / Web
App
91%
51%
Air travel
78%
42%
Car rental
77%
39%
Overnight accommodations
78%
39%
Cruises
76%
39%
Travel / vacation packages
79%
40%
Vacation activities
Tablet
Browser / Web
Air travel
Smartphone
82%
37%
Any component (net)
Any component (net)
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
QDEVICE4/6: Specifically, how have you booked the following on your [smartphone/tablet]? Again, please think about your personal or leisure trips. (Select ALL that apply for each
component) / Base: Personal Quota and booked on smartphone/tablet (Smartphone Netted n=336; Components n = floating 61-219); Tablet Netted n = 255; Components n = floating
67-177)
google.com/think
23
24. Ads on smartphones help travelers remember marketers
and take action
68%
71%
of travelers recall ads viewed
on smartphones compared
to only 59% on desktop.
of travelers who saw ads on
a smartphone took action
compared to just 63% on
desktop.
Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.
Q38: Below is a list of types of advertising. Which of these types of travel-related ads do you recall seeing on your device(s) during your [component] travel planning process? / Base:
Multiple Device Users Who Did Sequential For Component. / Q39: And, which of the following actions, if any, did you take as a result of seeing travel-related advertising on these
devices during your [component] planning process in the past 6 months? / Base: Multiple Device Users Who Saw Specific Types of Ads
google.com/think
24
25. Travelers take action as a result of seeing smartphone ads
TOP ACTIONS TAKEN AS A RESULT OF SEEING
TRAVEL-RELATED ADVERTISING
30%
looked for more
information on
their device.
25%
clicked an ad.
Source: Ipsos MediaCT/Google Multiscreen Travel, June 2013.
Q39: And, which of the following actions, if any, did you take as a result of seeing travel-related advertising on these devices during your [component] planning process in the past 6
months? / Base: Multiple Device Users Who Saw Specific Types of Ads on Smartphones
24%
visited the website
of the advertiser.
google.com/think
25
26. Online travel video usage is increasing
PERCENTAGE OF TRAVELERS WHO WATCH ONLINE TRAVEL
VIDEOS
51%
of leisure travelers
vs. 45% in 2012.
69%
55%
of
% of travelers who watch affluent
of business
travelers vs. 50%
travelers vs. 64% online travel videos
in 2012.
in 2012.
Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, April–May 2012 and May–June 2013.
Q1 (2011/2012 only): Typically, how often do you watch videos online? (Select ONE) / Q1/Q2 Base: Total Respondents / Q3: What types of videos have you ever watched on the
Internet? (Select ALL that apply) / Q3 Base: Ever watch online videos
google.com/think
26
27. Online videos are key throughout the travel funnel
Leisure travelers
Business travelers
WHEN TRAVEL VIDEOS ARE VIEWED
66%
Thinking about taking a trip
64%
63%
66%
Choosing a destination
Looking for activity ideas at a particular
destination
65%
52%
29%
Deciding
on accommodations
Selecting a website to
book through
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply) / Base: Watched/commented on travel-related video. Leisure n = 1533, Business
n = 931
65%
61%
40%
google.com/think
27
28. Travelers engage with all types of travel videos
TYPES OF TRAVEL VIDEOS VIEWED
62%
Videos made by hotels, airlines, cruises, tours, etc.
59%
Trip reviews from experts
57%
Videos from travel-related channels
55%
Trip reviews from people like me
48%
Videos made by people like me
42%
Commercials/ads from companies/brands
37%
Videos by friends and family
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q6B: Specifically, what types of travel-related videos do you watch online? (Select ALL that apply) / Base: Watched/commented on travel-related video, n = 2464
google.com/think
28
29. Travelers watch more than travel videos
TOP 10 TYPES OF VIDEOS WATCHED ONLINE
(AMONG LEISURE AND BUSINESS TRAVELERS)
63%
63%
62%
59%
58%
Movie clips
and trailers
Full-length
TV shows
Music
News
Humor
55%
Full-length movies
55%
48%
48%
45%
Food
Weather
Celebrity
Sports
Tips for Marketers:
Think broadly about the types of content audiences engage with — not just travel videos. Be
audience-driven and target travelers as they engage with all types of videos.
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q3: What types of videos have you ever watched on the Internet? (Select ALL that apply) /Base: Ever watch online videos (n = 4580)
google.com/think
29
30. Travel videos influence and prompt action
INFLUENCE OF ONLINE VIDEO VIEWING
Business
Leisure
Inspired me to think about planning a vacation
60%
Influenced where I have decided to travel
58%
Prompted me to visit the website of the advertiser
Encouraged me to consider the brand that was being advertised
Introduced me to a travel brand/company I wasn't aware of
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q6C: Thinking about online videos, how would you say watching them has influenced the way you think about, plan, or book travel? (Select ALL that apply) / Base: Watched/
commented on travel-related video; Leisure n = 1533; Business n = 931
49%
46%
42%
66%
64%
56%
55%
52%
google.com/think
30
31. Travelers not only consume online video content, they
create it
TRAVELERS WHO ENJOY FILMING THEIR TRAVELS AND
SHARING THEM WITH OTHERS
40%
48%
Leisure travelers
Business travelers
Source: Ipsos MediaCT/Google Travel Study, May–June 2013.
Q21: Here are some (more) 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. [IF BUSINESS TRAVELER: Please think of all types of travel, including personal or leisure (non-business related) or business trips.] (Select ONE for each statement) / Base:
Total Respondents
google.com/think
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32. WHAT THIS MEANS FOR MARKETERS
The Traveler’s Mindset: Travelers Seek Value and Increasingly Comparison Shop
Think about how your brand can stay top of mind with travelers from the initial inspiration phase
down to consideration and booking.
Inspiration: A Fresh Opportunity to Reach Travelers Online
Develop stronger digital strategies to reach consumers early and inspire new travel before the
consideration phase. Search is a key resource for travelers, making it an essential channel for
marketers as well.
Multi-screen World: Research Activities Are Done Across Devices
Connect with travelers across devices. A booking on one device can directly or indirectly result from a
previous research or activity on another device.
Online Video: A Traveler's Constant Companion
Develop and promote video content that allows you to bring the sights and sounds of your
destination, property or product. Know how to leverage user-generated content to allow advocates to
tell your story for you.
google.com/think
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33. WHAT WE DID
Google commissioned Ipsos MediaCT, an independent marketing-research company, to conduct a travel
tracking study to better understand the role of travel in the lives of U.S. consumers.
Respondents completed a 20-minute attitude and usage survey on their travel habits. If they qualified,
users were routed to one of five deep-dive sections: airline, cruise, lodgings, car rental and vacation
packages. The total sample size was 5,000 participants (3,500 leisure and 1,500 business travelers). In
addition, 1,500 affluent (with $250k+ household income) travelers were recruited.
Respondents had to be 21–54 years of age, reside in the U.S., go online at least once per month, and have
traveled at least once for personal reasons (or a minimum of three times for business) within the past six
months.
MONTH
How has travel
planning changed
this year?
=
What role does
the internet play
in travel inspiration
and planning?
How have
mobile devices
impacted our
behavior?
How is online video
used in the travel
planning process?
google.com/think
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