Michael Grogan, GfK & Helen Roberts, GfK
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THE EVOLVING OMNICHANNEL CUSTOMER JOURNEY
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Michael Grogan, GfK & Helen Roberts, GfK
- 1. 1© GfK May 2016 | MRS Travel, Tourism & Hospitality The Evolving Omni-Channel Customer Journey Helen Roberts, Michael Grogan
- 2. 2© GfK May 2016 | MRS Travel, Tourism & Hospitality The omnichannel pre-holiday journey GfK Leisure Travel Monitor GfK ConsumerScope Travel Panel GfK Consumer Life GfK Cross-Media Link A case study on the role of digital channels in holiday research and booking
- 3. 3© GfK May 2016 | MRS Travel, Tourism & Hospitality GfK Leisure Travel Monitor 2016 DESTINATION l Spain is the leading destination for travellers from UK Total Market Spain Greece Turkey USA Cyprus Portugal Italy Caribbean # 5741118 Total 42% 14% 6% 5% 5% 4% 4% 3% Balearic Is. 18% Canary Is. 13% Mainland 10% Bookings March YTD
- 4. 4© GfK May 2016 | MRS Travel, Tourism & Hospitality UK is important for Spain Travellers from UK make up the 23% of Spain’s 68 million tourists per year
- 5. 5© GfK May 2016 | MRS Travel, Tourism & Hospitality Source: ConsumerScope Travel Panel Who goes to Spain? Social Grade Income AgeLocation Choice Driver Visits C2DE Lower income Slightly olderGreater UK dispersal Price a key driver of both destination and operator More likely to be repeat visitors Spain higher or lower
- 6. 6© GfK May 2016 | MRS Travel, Tourism & Hospitality ConsumerScope Panel Travel monitor The importance of online is clear… …over 80% of visitors to Spain researching their trip online
- 7. 7© GfK May 2016 | MRS Travel, Tourism & Hospitality How we know what people are doing online We passively monitor what people do on line, enabling us to watch what they do without influencing them.
- 8. 8© GfK May 2016 | MRS Travel, Tourism & Hospitality Who l Offline bookers of Spanish holidays are older, more likely to be female, and have higher household incomes 54% 8% 64% 33% 24% 37% 2 person household have children (living in a household) weekly browsing <7hrsONLINE Bookers 51% female 36% <45 yrs 18% £50,000+ OFFLINE Bookers 67% female 36% <65 yrs 33% £50,000+ GfK CrossMedia Link
- 9. 9© GfK May 2016 | MRS Travel, Tourism & Hospitality ConsumerScope Panel Travel monitor Two-fifths of online purchasers undertook some form of offline research l Almost all who purchase offline will undertake some form of online research 22% offline Book online Research online 78% online 18% offline 60% online 22% both 80% of offline bookers did some online research
- 10. 10© GfK May 2016 | MRS Travel, Tourism & Hospitality Please note the data shown is a selection of relevant data, not all the data available over the given period Frank’s journey: Pre-booking Aug. 17th Sep. 4th Sep. 26th Oct. 9th Oct. 10th-11th Oct. 21st Oct. 27th-28th PC Where Smartphone Offline Researched destinations on Expedia. Looked at Spain, Italy, Greece Further research on Virgin Holidays USA, Mexico Also looked at Car Rentals Enterprise Visited TripAdvisor app Went into Thomsons store Picked up Brochure for Spain Browsed brochure over weekend Back on Expedia Focus on Spain, looks at Barcelona, Valencia, Seville On Opodo Focus on Barcelona Makes hotel booking via Expedia in Barcelona Makes flight booking via EasyJet What Trip to Barcelona, Spain Booking: Oct. ‘15 Trip: Jan. ‘16 Who 35-44 years Male South East England, UK
- 11. 11© GfK May 2016 | MRS Travel, Tourism & Hospitality GfK CrossMedia Link - Base: Mar 2014 – Mar 2015, bookers of trips to Spain, online researchers (n=68) How l Online research for Spanish holidays takes place over a long period with frequent, short bursts of activity The purchase journey 93 18 4 11 Average amount of days taken for purchase journey days of relevant activity 4 hours in length online activity Different sites on average visited
- 12. 12© GfK May 2016 | MRS Travel, Tourism & Hospitality GfK CrossMedia Link - Base: Mar 2014 – Mar 2015, bookers of trips to Spain, online researchers (n=68) Categories l Over half of online researchers visit aggregators, search, travel advice, and travel operators 62 42 12 3 42 57 65 54 Aggregators Airlines Car rentals Currency Hotels Search Travel advice Travel operators % of people using these sites
- 13. 13© GfK May 2016 | MRS Travel, Tourism & Hospitality GfK CrossMedia Link - Base: Mar 2014 – Mar 2015, bookers of trips to Spain, online researchers (n=68) Categories l When looked at in terms of duration, travel advice is particularly key 33 27 2 0.02 17 3 100 55 Aggregators Airlines Car rentals Currency Hotels Search Travel advice Travel operators Time (in min.) per user (Avg.)
- 14. 14© GfK May 2016 | MRS Travel, Tourism & Hospitality Categories l Search is a key entry point across categories, though aggregators often act as a gateway, particularly for airlines and advice Aggregators Airlines Travel Advice AdviceSearch Aggreg ators Search Aggreg ators Search 14.3% 5.3% 32% 10.2% 31.7% 6.9% GfK CrossMedia Link - Base: Mar 2014 – Mar 2015, bookers of trips to Spain, online researchers (n=68) % of traffic between touchpoints
- 15. 15© GfK May 2016 | MRS Travel, Tourism & Hospitality Device l PCs and tablets are they key devices for research, with the device users exhibiting similar usage patterns PC Tablet Mobile Short infrequent sessions focused on advice and aggregators Longer, more in-depth research Longer, more in-depth research
- 16. 16© GfK May 2016 | MRS Travel, Tourism & Hospitality Please note the data shown is a selection of relevant data, not all the data available over the given period Frank’s journey: Pre-booking Aug. 17th Sep. 4th Sep. 26th Oct. 9th Oct. 10th-11th Oct. 21st Oct. 27th-28th PC Where Smartphone Offline Researched destinations on Expedia. Looked at Spain, Italy, Greece Further research on Virgin Holidays USA, Mexico Also looked at Car Rentals Enterprise Visited TripAdvisor app Went into Thomsons store Picked up Brochure for Spain Browsed brochure over weekend Back on Expedia Focus on Spain, looks at Barcelona, Valencia, Seville On Opodo Focus on Barcelona Makes hotel booking via Expedia in Barcelona Makes flight booking via EasyJet What Trip to Barcelona, Spain Booking: Oct. ‘15 Trip: Jan. ‘16 Who 35-44 years Male South East England, UK
- 17. 17© GfK May 2016 | MRS Travel, Tourism & Hospitality Frank’s journey: Post-booking l with 3 months until he travels, during this period Who 35-44 years Male South East England, UK What Trip to Barcelona Spain Booking: Oct. ‘15 Trip: Jan. ‘16 4 visits to Expedia - looking at potential things to do whilst there 11 visits to TripAdvisor app on smartphone - further research on restaurants and attractions 1 visit to EasyJet – point boarding passes Key upsell opportunities?
- 18. 18© GfK May 2016 | MRS Travel, Tourism & Hospitality Implications for the future 1. Things we can’t control (e.g. terrorism) 2. Things we can predict (e.g. trends in consumer behaviour)
- 19. 19© GfK May 2016 | MRS Travel, Tourism & Hospitality Source: GfK Leisure Travel Monitor Q1 Bookings 2015 - 2016 Acknowledging the unpredictable Spain + 25% Egypt - 61% Turkey - 33% Portugal + 27% USA - 1% Cyprus + 15% Italy + 13% Caribbean + 24% Total Market +5%
- 20. 20© GfK May 2016 | MRS Travel, Tourism & Hospitality Leisure Travel Monitor If Spain gets close to, or reaches, capacity what will happen to the price? Family l 7 nights all incl. Family l 14 nights all incl. £574 £613 £880 £998 2015 2016 £587 £891 £569 £904 Spain PortugalSpain Portugal
- 21. 21© GfK May 2016 | MRS Travel, Tourism & Hospitality GfK Consumer Life What impact will consumer trends have on bookings to Spain? Currently a ‘do little’ destination …that fits with consumer trends 55% in 2015 say they visit a park, beach, nature or outdoors destination monthly or more often, up from 46% in 2011
- 22. 22© GfK May 2016 | MRS Travel, Tourism & Hospitality GfK Consumer Life & ConsumerScope Travel Panel But…..Spain’s challenge 53% of UK consumers now agree that they like to buy products that can be tailored to their needs (47% in 2010) demand for package holidays is growing slower than independent travel
- 23. 23© GfK May 2016 | MRS Travel, Tourism & Hospitality Implications Digital is key A long research process Joined-up online & offline Booking is not the end
- 24. 24© GfK May 2016 | MRS Travel, Tourism & Hospitality Thank you
- 25. 25© GfK May 2016 | MRS Travel, Tourism & Hospitality Helen Roberts Travel & Hospitality Lead M +44 (0)7770 992962 E helen.roberts@gfk.com Michael Grogan Digital Lead M +44 (0)7823 537646 E michael.grogan@gfk.com
Editor's Notes
- This paper will explore the journey before the journey. Looking at how people go about booking their holiday, using online and offline channels. We’ll dig into the detail of devices too to see what role PCs, tablet and mobiles play. Using this insight and some of our other data assets we’ll look at how the travel booking journeys might evolve in the future and what actions businesses operating in the sector might take to maximise the opportunities for them
- From our Leisure Travel Monitor that tracks holiday sales in UK we can see how important holidays to Spain are: The Islands are more popular that mainland Spain, but overall almost half of 2016 holidays booked so far this year being to Spain. For that reason we’ve chosen in this example to explore the Spanish holiday booking journey in depth
- From our Leisure Travel Monitor that tracks holiday sales in UK we can see how important holidays to Spain are: The Islands are more popular that mainland Spain, but overall almost half of 2016 holidays booked so far this year being to Spain. For that reason we’ve chosen in this example to explore the Spanish holiday booking journey in depth
- Social grade: C2, DE (43% Spain: 31% all International) Income: Lower Income (sub £35k HHY) (62% Spain: 52% all International) Age: Slightly older - 55+ 37% : 31% Location: Greater UK dispersal (not so SE focused) London / SE 32%: 45% Driver: Price a key driver of both destination (71% - 64%) and chosen travel co (57% - 52%) Visits: More likely to be repeat visitors (83% - 71%) As such a dominant destination the profile of travellers to Spain is obviously diverse and includes most types of people but if we focus in on where it over- or under-indexes we see some notable skews that we should bear in mind when we come to look at online and offline behaviour. Looking at data from our Consumer Panel Travel Monitor we can see that …. They are slightly older and from local income households Therefore, not surprisingly price is a key driver of choice both for Spain as a destination and the holiday company chosen to book with. We tend generally to be creatures of habit with almost ¾ of us returning to countries we’ve visited before. For Spain that’s even higher with over 4 out of 5 people going on return visits. It’s easy to fall into a trap now of assuming therefore that holidays to Spain are quickly decided, planned and booked and perhaps even to assume that online might not play a strong part. However over the next 15 mins or so we’re going to demonstrate that the reality is rather different….
- From our Leisure Travel Monitor that tracks holiday sales in UK we can see how important holidays to Spain are: The Islands are more popular that mainland Spain, but overall almost half of 2016 holidays booked so far this year being to Spain. For that reason we’ve chosen in this example to explore the Spanish holiday booking journey in depth
- We passively monitor what people do on line, enabling us to watch what they do without influencing them. Because the people we ask to download the software are already active members of our consumer panel we are able to talk to them about why they do what they do online and also what they are doing alongside offline. So we can now paint the full picture of their path to holiday purchase….
- The headline data shows quite clearly that most people are researching online and that the majority are also booking online. When we look the differences some might be expected – such as women and those without children are more likely to book offline. Others take a little more considering. The higher income people are less likely to book online, perhaps because they are looking for a bespoke holiday that requires more detailed planning with a travel agent rather than simply buying the off-the-shelf package So what? Online is an integral an important channel to researching and booking a holiday for the majority of people, almost regardless of their demographic profile. A smart relevant online presence is vital for success
- Looking at how people research and book their holidays today and the time spent in that preparation we can start to consider what the future might look like both in terms of the path to purchase and the type of holiday chosen…..
- So looking at the passive monitoring we can see that the holiday consideration time is long – on average 3 months. Within that 3 months people are typically active on 18 separate days and in total spend 4 hours on holiday related activity. 4 hours doesn’t seem that long – but compare that to other online activity and we see that it is: MICHAEL to supply some other examples – for pet food it’s a matter of minutes, for living room furniture its less than an hour and for major tech purchases it’s only XX (see below for correct data) The average number of different websites and apps visited is 11. Again that doesn’t seem to be a huge number, but more typically when we look at online behaviour we see that the portfolio of websites, be they brands, reviews, retail sites etc. usually remains small (MICHAEL - 2-3 for furniture. 1-2 for pet food xx for tech). The difference between online and offline typically being in the increased number of repeat visits to the same retailers and brands that are possible, In contrast online for travel opens up a much wider reach that is exploited by travellers. Category Duration (mins) No. different sites Active days Pet food 20 4 4 Toys 24 4 6 Furniture 85 5 5 Smartphones 30 4 4 So what – keeping content fresh but consistent to maintain interest and reinforce messaging should strengthen your brand position whether you are a destination, a travel company, an airline or even a travel advice site MAYBE A SLIDE BREAK at this point Whilst we’re concentrating on people who ultimately booked a holiday in Spain it’s interesting to see the other destinations they looked at. It seems that people are considering their holiday portfolio and how the trip to Spain might fit in with other bigger or smaller breaks through the year. We know the trip to Spain is the main holiday for only half the people booking, so clearly there’s some travel portfolio research going on here. So What – don’t make it difficult for people to switch between types of destination/holiday – they may well be considering how a beach holiday resort and a city break destination might complement each other – done well it could be two bookings instead of one! Length shows: Span - How long the overall research period was from start to finish. Days of activity – within the research period, on how many days did they engage with relevant sites/apps Hours – the duration of all of their relevant activity Sites & apps: Categories – different types of sites & apps used (e.g. aggregators vs. advice vs. airlines) – please see next slide for all categories Different sites/apps – no. different individuals sites/apps visited Visits – no. separate occasions relevant/sites apps visited (could be more than 1 to the same site) Search Used search enging - % of people who searched for something relevant Searches – avg. no of relevant searches Brand searches – avg. no. searches for a relevant brand (e.g. Expedia, EasyJet, Hilton) Generic searches – avg. no. of general searches (e.g. cheap holidays) Place searches – avg. no. location specific searches (e.g. Greece/Athens/The Parthenon) – we have pulled out on the right the top countries for place searches amongst those who booked holidays to Spain
- Michael – is this what you want to say here? The range of different online resources used and the time spent on each highlights a number of things: Information is being sought from multiple sources, some owned, some bought and some independent. Each appears to perform different function: Aggregators are key and compete amongst themselves with people typically visiting 3 of them. The frequency of visits suggests regular checking of deals and offfers Airlines are clearyy a focused activity making only a few visits typically only to one airline. Duration of visit is fiarly long though suggesting an indept visit often including a transaction. The most time is spent on the travel advice sites such as XX YY ZZ – so the importance of them in the overall research phase cannot be under-estimated. It seems all this searching then leads to more pragmatic visits to the travel operators to compare price and package and make the booking? So what? Be sure you know what your site is really being used for and ensure it delivers on that need.
- Michael – is this what you want to say here? The range of different online resources used and the time spent on each highlights a number of things: Information is being sought from multiple sources, some owned, some bought and some independent. Each appears to perform different function: Aggregators are key and compete amongst themselves with people typically visiting 3 of them. The frequency of visits suggests regular checking of deals and offfers Airlines are clearyy a focused activity making only a few visits typically only to one airline. Duration of visit is fiarly long though suggesting an indept visit often including a transaction. The most time is spent on the travel advice sites such as XX YY ZZ – so the importance of them in the overall research phase cannot be under-estimated. It seems all this searching then leads to more pragmatic visits to the travel operators to compare price and package and make the booking? So what? Be sure you know what your site is really being used for and ensure it delivers on that need.
- Looking at how people research and book their holidays today and the time spent in that preparation we can start to consider what the future might look like both in terms of the path to purchase and the type of holiday chosen…..
- Looking at how people research and book their holidays today and the time spent in that preparation we can start to consider what the future might look like both in terms of the path to purchase and the type of holiday chosen…..
- Spain may reach capacity – leading to price increases and transfer of those potential bookings to other destinations, perhaps fuelling the growth in the new resorts such as those in Eastern Europe. We are already starting to see this in the bookings Jan-Mar for Summer 2016. Booking of all inclusive has risen significantly as has the price being paid – this trend looks set to continue
- Spain is currently chosen as a destination for a relaxing ‘do little’ holiday with people choosing to do very little whilst on holiday in Spain. This reflects a trend we see in our Consumer Life study that shows increases in the proportion of people spending time outside relaxing But what Consumer Life also highlights is the move to personalisation
- Spain is currently chosen as a destination for a relaxing ‘do little’ holiday with people choosing to do very little whilst on holiday in Spain. This reflects a trend we see in our Consumer Life study that shows increases in the proportion of people spending time outside relaxing But what Consumer Life also highlights is the move to personalisation