Online Behaviors in Key International & Emerging Markets

“Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
TREX2016
Online Behaviors in Key
International & Emerging Markets

[ Agenda ]
1. The online decision marking process in travel
2. How online tactics effectiveness vary per country
3. What role for OTA and social media?

[ 1. The Decision-Making Process ]

Source: Tripcase infographic, december 2015

Source: TripAdvisor Barometer 2014.
Photos & videos impact booking decisions as well…

Source: Worms University Study, ITB 2014

While TripAdvisor may have
global usage, different countries
prefer show different behaviors
in how they use this platform…
Source: TripAdvisor Barometer 2014.

[ 2. How Online Behaviors Vary Globally ]
Source: We Are Social, 2016

[ Internet Penetration Per Region ]

[ Mobile Share of Web Traffic ]

[ Social Media Use vs Population ]

Looking at the various possible tactics, which ones are
most effective in getting the online conversion?
1. Organic Search
2. Generic Paid Search
3. Brand Paid Search
4. Display Click
5. Referral
6. Email
7. Social Media
8. Direct Traffic

How marketing channels for large businesses in the travel
industry in the U.S. influence the purchase decision.
Source: Think with Google

How marketing channels for small businesses in the travel
industry in the U.S. influence the purchase decision.

industry in the Brazil. influence the purchase decision.

industry in the Japan. influence the purchase decision.

How marketing channels for medium businesses in the travel
industry in the U.K. influence the purchase decision.

Channel position on the path to
purchase for Email, looking at
small businesses in the travel
industry in Japan.
At the beginning of the purchase path,
Email helps customers gain awareness
of your product or service. In the middle,
it creates desire and boosts interest. And
at the end, it helps to seal the deal

Channel position on the path to
purchase for Email, looking at
medium businesses in the travel
industry in U.K.
At the beginning of the purchase path,
Email helps customers gain awareness
of your product or service. In the middle,
it creates desire and boosts interest. And
at the end, it helps to seal the deal

At which stage of the research process is a smartphone used? In China, for travel
category. Source: Think with Google (Mobile in the Purchase Journey)

At which stage of the research process is a smartphone used? In United States, for
travel category. Source: Think with Google (Mobile in the Purchase Journey)

[ 3. What Role for OTA & Social Media ]
Tnooz, Nov 26, 2015

[ 3. What Role for OTA & Social Media ]
1. Ctrip + Qunar
2. Elong

[ Case Study – Indonesia ]
Source: Google & GFK, WebinTravel, Oct 2015

[ Key Takeaways ]
1. The tools and online tactics may be the same across
the world, they don’t have the same effectiveness
within the decision-making process in travel
2. Asia leads the way in mobile usage and commerce,
followed Europe and North America
3. Different social media and mobile apps lead in specific
regions – there is no one-size fits all!

[ Questions / Comments? ]
Contact me: frederic@gonzomarketing.biz or www.fredericgonzalo.com

Online Behaviors in Key International & Emerging Markets

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