Target travelers at the right time
Up to 45 days leading up to a booking, consumers on average visit travel sites 38 times. Knowing how and when to influence their decision-making process is crucial to generating mindshare and ultimately driving bookings. Millward Brown Digital and Expedia Media Solutions explore the overall purchase path - from initial exploration through the booking stage.
So:
How travel-seeking consumers view content online across multiple types of websites.
When is the best time to target consumers in the process?
Why you can't rely on your site alone to generate bookings?
What is the best way to alter your marketing strategy to drive more conversions ?
Expedia uses social media like Facebook, Twitter, YouTube and TripAdvisor to engage customers and drive business. It has over 20 million Facebook fans and shares travel videos on YouTube. Expedia also partners with TripAdvisor to gain reviews and connect travelers with accommodation options. The presentation focuses on how Expedia utilizes different social media platforms and mobile applications to reach customers.
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.
Travelers are increasingly researching trips online across multiple devices before deciding on destinations. While price remains a key factor, leisure travelers also prioritize activities at destinations and their interests. Business travelers continue to favor major brand sites when booking. Both segments are more open to new accommodations like Airbnb. Travel inspiration comes largely from the internet, including videos. Search is still the top starting point for research.
This document summarizes key trends in online video monetization in Q1 2013. It found that total video views increased 30% year-over-year, driven mainly by short-form content. Two approaches were highlighted: Digital Pure-Play networks focused on syndicating short-form content, while Linear+Digital networks emphasized a diverse mix of content and higher ad loads. Both approaches achieved similar scale in ad views. Non-desktop viewing increased significantly, with tablets driving more long-form viewing. The report argues that a combination of these approaches is needed to drive further industry growth.
Expedia uses social media like Facebook, Twitter, YouTube and TripAdvisor to engage customers and drive business. It has over 20 million Facebook fans and shares travel videos on YouTube. Expedia also partners with TripAdvisor to gain reviews and connect travelers with accommodation options. The presentation focuses on how Expedia utilizes different social media platforms and mobile applications to reach customers.
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.
Travelers are increasingly researching trips online across multiple devices before deciding on destinations. While price remains a key factor, leisure travelers also prioritize activities at destinations and their interests. Business travelers continue to favor major brand sites when booking. Both segments are more open to new accommodations like Airbnb. Travel inspiration comes largely from the internet, including videos. Search is still the top starting point for research.
This document summarizes key trends in online video monetization in Q1 2013. It found that total video views increased 30% year-over-year, driven mainly by short-form content. Two approaches were highlighted: Digital Pure-Play networks focused on syndicating short-form content, while Linear+Digital networks emphasized a diverse mix of content and higher ad loads. Both approaches achieved similar scale in ad views. Non-desktop viewing increased significantly, with tablets driving more long-form viewing. The report argues that a combination of these approaches is needed to drive further industry growth.
Content marketer dictionary: Marketing terms and abbreviations.
Pour en finir avec les termes marketeux empruntés ou mal utilisés, voici un petit dictionnaire du webmarketeur (Eng)
- French travelers typically take local and overseas holidays of one or two weeks duration. They travel within their country more often than global averages.
- Traditional travel agents and online travel websites are critical information sources for older French travelers when deciding on holidays, while younger travelers rely more on friends and family recommendations.
- Value for money is the most important factor when choosing a location or activity for French travelers, while relaxation is less important compared to global averages. Historical sites are the most common interest.
2013 ion responsive_design_landingpagesChafik YAHOU
The document discusses responsive design for landing pages. It explains that responsive design involves creating a single page that adapts its layout based on the width of the device viewing it. This allows one page to serve users on all devices from phones to tablets to desktops. It also provides tips for designing responsively, such as starting on the smallest viewport and continuously checking other sizes, focusing on forms and navigation, and ensuring images and third-party content also adapt well. The goal is to create a satisfying experience for users on every device size.
This document provides guidance on 13 exercises to improve digital marketing landing page results. It begins with an introduction to landing pages and their potential to influence visitor actions. It then outlines 3 sections: Landing Page Basics, Landing Page Design, and Landing Page Testing. The first section provides exercises on determining the right landing page experience type, benchmarks to track, and opportunities for conversion improvement. It stresses the importance of understanding unique visitors, bounce rate, conversion rate, traffic sources, and cost per acquisition.
Le marché de l'art en ligne mondial a pesé 870 millions de dollars en 2012. Il devrait dépasser 2,1 milliards de dollars (soit 1,5 milliard d'euros) en 2017, selon l'étude "Le marché de l'art en ligne en 2013" de Hiscox et Art Price. Aux Etats-Unis, plusieurs start-up surfent déjà avec succès sur ce nouveau marché, à l'image d'Artspace, e-commerçant ayant déjà levé plus de 12 millions de dollars, ou Artsy, fondé en 2010 et qui a levé 26 millions de dollars pour son développement. Voici une sélection de cinq start-up françaises qui se lancent sur ce marché pour le bouleverser
The document discusses global travel trends over the next decade based on analysis from Oxford Economics. It finds that global overnight visitor flows are expected to grow at 5.4% annually, outpacing GDP growth. Asia Pacific and the Middle East/Africa regions will see the fastest growth in visitor flows, growing nearly twice as fast as the previous decade, though Europe's share of visitors will remain dominant. The Asia Pacific region will also become the leader in outbound travel spending growth by 2023, driven primarily by growth in China and other emerging markets.
Air plus business_travel_2060_white_paperChafik YAHOU
The report is a rather strange mix of standard futurology and more fanciful projection. So its business-travel timeline predicts, reasonably enough, that high-speed rail services will expand in many countries by 2025 and that green energy will provide 30% of energy consumption by 2050. But it also suggests, with impressive accuracy, that flooding will force the abandonment of Bangkok by 203
Les données présentées dans cette étude reflètent le comportement des acteurs sur l'ensemble de l'année 2013 dans le domaine du référencement payant. Les indicateurs visibles dans cette étude sont le résultat du modèle statistique mis en place par AdGooroo dans l'estimation des données d'investissements nets et de performance relatives aux liens sponsorisés.
Sont exclus de ces estimations : les réseaux Display et partenaires ; les recherches effectuées sur Google France depuis un pays étranger ; les recherches effectuées depuis un mobile.
This survey examined Europeans' travel preferences and plans. It found that spending time at the beach or in the sun remained the most popular reason for holidays in 2013. Natural features like landscape and weather were the top factors influencing people to return to the same destination. When planning trips, recommendations from friends were most important to respondents, followed by internet websites. Most arranged their 2013 holidays online. Satisfaction remained high for aspects like safety and natural features. Looking ahead, over four in ten said the economy would not change their 2014 plans, while a third would modify plans and about one in ten would not travel due to economic conditions.
E marketer marketing_automation_roundupChafik YAHOU
Key elements include:
Inbound marketing tactics being used to drive leads.
Programmatic buying strategies for now and the future.
The influence of mobile device adoption on automation.
A look at how behavioral data is being tied in with B2B marketing automation programs
This document summarizes the results of a survey of 474 travel industry professionals about their content marketing strategies. It found that companies are targeting audiences they believe will provide the best returns, using multi-channel approaches to distribute content widely despite the challenges of measurement. Respondents indicated their target audiences, the types of content they create, and how they promote it. The data suggests companies are gradually accepting the need for more comprehensive strategies to engage audiences and drive conversions.
La e-transformation du secteur de la photographieChafik YAHOU
Il y a des secteurs ou l'arrivée du numérique a changé certaines habitudes: Acteurs, Marchés, Producteurs... le secteur de la photographie est un exemple édifiant car le changement a été global, complet et brutal. Voici les principaux bouleversement à travers un regard webmarketing.
The document provides 9 ways for hotels to increase revenue and profitability. It discusses 1) focusing associates on operational and financial forecasts to better align supply with demand, 2) engaging associates to improve guest satisfaction and identify cost savings, 3) optimizing market segmentation to focus on profitable customers, 4) matching staffing to demand levels, 5) treating inventory as a precious asset and selling rooms by type, 6) understanding ROI of marketing spend, 7) enhancing the guest experience at all touchpoints to generate ancillary revenue, 8) ensuring all applicable charges make it to the guest folio, and 9) proactively managing assets to minimize downtime and issues. The document emphasizes adapting to rising costs while taking a holistic and
This document provides 9 ways for hotels to increase revenue and profitability. It summarizes each way as follows:
1. Focus on engaging all staff with operational and financial forecasts so departments can better align supplies and staffing with demand levels.
2. Foster relational communication between staff to improve guest service, identify cost savings, and handle issues proactively.
3. Optimize market segmentation by focusing on the most profitable guests based on their behavior rather than broad P&L categories.
4. Closely match staffing levels to fluctuating demand levels to control one of the highest expenses.
Content marketer dictionary: Marketing terms and abbreviations.
Pour en finir avec les termes marketeux empruntés ou mal utilisés, voici un petit dictionnaire du webmarketeur (Eng)
- French travelers typically take local and overseas holidays of one or two weeks duration. They travel within their country more often than global averages.
- Traditional travel agents and online travel websites are critical information sources for older French travelers when deciding on holidays, while younger travelers rely more on friends and family recommendations.
- Value for money is the most important factor when choosing a location or activity for French travelers, while relaxation is less important compared to global averages. Historical sites are the most common interest.
2013 ion responsive_design_landingpagesChafik YAHOU
The document discusses responsive design for landing pages. It explains that responsive design involves creating a single page that adapts its layout based on the width of the device viewing it. This allows one page to serve users on all devices from phones to tablets to desktops. It also provides tips for designing responsively, such as starting on the smallest viewport and continuously checking other sizes, focusing on forms and navigation, and ensuring images and third-party content also adapt well. The goal is to create a satisfying experience for users on every device size.
This document provides guidance on 13 exercises to improve digital marketing landing page results. It begins with an introduction to landing pages and their potential to influence visitor actions. It then outlines 3 sections: Landing Page Basics, Landing Page Design, and Landing Page Testing. The first section provides exercises on determining the right landing page experience type, benchmarks to track, and opportunities for conversion improvement. It stresses the importance of understanding unique visitors, bounce rate, conversion rate, traffic sources, and cost per acquisition.
Le marché de l'art en ligne mondial a pesé 870 millions de dollars en 2012. Il devrait dépasser 2,1 milliards de dollars (soit 1,5 milliard d'euros) en 2017, selon l'étude "Le marché de l'art en ligne en 2013" de Hiscox et Art Price. Aux Etats-Unis, plusieurs start-up surfent déjà avec succès sur ce nouveau marché, à l'image d'Artspace, e-commerçant ayant déjà levé plus de 12 millions de dollars, ou Artsy, fondé en 2010 et qui a levé 26 millions de dollars pour son développement. Voici une sélection de cinq start-up françaises qui se lancent sur ce marché pour le bouleverser
The document discusses global travel trends over the next decade based on analysis from Oxford Economics. It finds that global overnight visitor flows are expected to grow at 5.4% annually, outpacing GDP growth. Asia Pacific and the Middle East/Africa regions will see the fastest growth in visitor flows, growing nearly twice as fast as the previous decade, though Europe's share of visitors will remain dominant. The Asia Pacific region will also become the leader in outbound travel spending growth by 2023, driven primarily by growth in China and other emerging markets.
Air plus business_travel_2060_white_paperChafik YAHOU
The report is a rather strange mix of standard futurology and more fanciful projection. So its business-travel timeline predicts, reasonably enough, that high-speed rail services will expand in many countries by 2025 and that green energy will provide 30% of energy consumption by 2050. But it also suggests, with impressive accuracy, that flooding will force the abandonment of Bangkok by 203
Les données présentées dans cette étude reflètent le comportement des acteurs sur l'ensemble de l'année 2013 dans le domaine du référencement payant. Les indicateurs visibles dans cette étude sont le résultat du modèle statistique mis en place par AdGooroo dans l'estimation des données d'investissements nets et de performance relatives aux liens sponsorisés.
Sont exclus de ces estimations : les réseaux Display et partenaires ; les recherches effectuées sur Google France depuis un pays étranger ; les recherches effectuées depuis un mobile.
This survey examined Europeans' travel preferences and plans. It found that spending time at the beach or in the sun remained the most popular reason for holidays in 2013. Natural features like landscape and weather were the top factors influencing people to return to the same destination. When planning trips, recommendations from friends were most important to respondents, followed by internet websites. Most arranged their 2013 holidays online. Satisfaction remained high for aspects like safety and natural features. Looking ahead, over four in ten said the economy would not change their 2014 plans, while a third would modify plans and about one in ten would not travel due to economic conditions.
E marketer marketing_automation_roundupChafik YAHOU
Key elements include:
Inbound marketing tactics being used to drive leads.
Programmatic buying strategies for now and the future.
The influence of mobile device adoption on automation.
A look at how behavioral data is being tied in with B2B marketing automation programs
This document summarizes the results of a survey of 474 travel industry professionals about their content marketing strategies. It found that companies are targeting audiences they believe will provide the best returns, using multi-channel approaches to distribute content widely despite the challenges of measurement. Respondents indicated their target audiences, the types of content they create, and how they promote it. The data suggests companies are gradually accepting the need for more comprehensive strategies to engage audiences and drive conversions.
La e-transformation du secteur de la photographieChafik YAHOU
Il y a des secteurs ou l'arrivée du numérique a changé certaines habitudes: Acteurs, Marchés, Producteurs... le secteur de la photographie est un exemple édifiant car le changement a été global, complet et brutal. Voici les principaux bouleversement à travers un regard webmarketing.
The document provides 9 ways for hotels to increase revenue and profitability. It discusses 1) focusing associates on operational and financial forecasts to better align supply with demand, 2) engaging associates to improve guest satisfaction and identify cost savings, 3) optimizing market segmentation to focus on profitable customers, 4) matching staffing to demand levels, 5) treating inventory as a precious asset and selling rooms by type, 6) understanding ROI of marketing spend, 7) enhancing the guest experience at all touchpoints to generate ancillary revenue, 8) ensuring all applicable charges make it to the guest folio, and 9) proactively managing assets to minimize downtime and issues. The document emphasizes adapting to rising costs while taking a holistic and
This document provides 9 ways for hotels to increase revenue and profitability. It summarizes each way as follows:
1. Focus on engaging all staff with operational and financial forecasts so departments can better align supplies and staffing with demand levels.
2. Foster relational communication between staff to improve guest service, identify cost savings, and handle issues proactively.
3. Optimize market segmentation by focusing on the most profitable guests based on their behavior rather than broad P&L categories.
4. Closely match staffing levels to fluctuating demand levels to control one of the highest expenses.
With the American Airlines name change policy, you can alter the incorrect name on your flight ticket/boarding pass without any fuss. Therefore, it’s essential to understand the major guidelines before requesting a name change/correction. However, if you still encounter any issues, you can navigate to the AA website or approach the airline over the phone. Additionally, you can talk with a flight expert at +1-866-738-0741 to get your problem fixed in a few minutes.
Embark on an unforgettable journey to Goa, India,GoaDarling
Embark on an unforgettable journey to Goa, India, a captivating destination brimming with vibrant culture, pristine beaches, and culinary delights. Whether you're planning a College Group trip to Goa or seeking the perfect Goa tour package for family, this enchanting locale promises an experience like no other
Discover the exhilarating world of manta ray night snorkeling in Kona, Hawaii. Led by expert guides, participants witness these majestic creatures feeding on plankton under mesmerizing underwater lights. With stringent safety measures, environmental responsibility, and emergency preparedness, enjoy this unique adventure responsibly and securely with trusted tour operators.
Traveling with Frontier Airlines through Boston Logan International Airport offers a budget-friendly and efficient experience. With the modern facilities at Terminal C, extensive services, and amenities provided by Frontier, passengers can enjoy a comfortable journey. Whether you're a frequent flyer or a first-time traveler, this guide aims to help you navigate BOS with ease and make the most of your trip.
How Does Allegiant Air Name Change Policy Work.pptxFlying Rules
Allegiant Air name change policy provides a straightforward and flexible workflow for requesting a name change/correction on the ticket. However, if you encounter any problems or have doubts, you can get in touch with the airline’s customer support. Furthermore, you can reach out to a consolidation desk at +1-800-865-1848 for immediate assistance.
visit at: https://www.flyingrules.com/name-change/allegiant-air-name-change-policy
Our Bahrain Visa PowerPoint Presentation offers a detailed and comprehensive guide to the Bahrain visa application process. It is designed to assist travelers, travel agents, and businesses in navigating the various visa types, including tourist, business, work, student, and family visas. Each section provides an in-depth look at eligibility criteria, required documents, and step-by-step application procedures. Additionally, the presentation includes valuable tips for avoiding common application mistakes, an overview of processing times, and details on fees and payment methods. This presentation aims to ensure a smooth and successful visa application experience, making travel to Bahrain as seamless as possible.
A list of budget-friendly things that families can do in San Antonio! Dive into its rich history and vibrant culture at iconic landmarks like the Alamo. Explore colorful Market Square and stroll along the scenic River Walk. Enjoy family-friendly fun at Brackenridge Park and capture breathtaking views at the Tower of the Americas—all without breaking the bank!
Explore Austin's dynamic history and cultural tapestry on a captivating journey. From its origins as Texas' capital to architectural marvels like the Texas State Capitol and cultural hubs such as the Driskill Hotel. Dive into its diverse heritage, legendary music scene, key historical moments, natural beauty, and vibrant culinary delights.
1. The Traveler’s Path
to Purchase
Understanding the Relationship Between Online Travel
Agencies and Destination Marketing Organizations
2. Study Details:
Qualifications for Inclusion in Segment:
In order to be included in the analysis, consumers had to have met both of the following criteria:
• Booked a vacation package at one of the following online travel agencies (OTAs) between October 1, 2012 and March 31, 2013
• Visited a destination marketing organization (DMO) website during the 45 days leading up to the time of booking
DMO Site List:
• Using a variety of online and offline resources, Compete compiled a list of nearly 1,000 Destination Marketing Organization (DMO) websites,
promoting leisure destinations at the city, region, state and national level
Methodology:
• Compete segmented and evaluated the actions of OTA package bookers who visited a known Destination Marketing Organization website at
some point during the 45 days prior to booking. Specifically, Compete evaluated the frequency and timing of category and site-specific
visitation, same-session cross visitation, billboard effect of DMO visitation, and sample paths to purchase.
• The results were evaluated to understand consumer usage of different sites and site categories throughout the vacation package shopping
cycle.
2
3. Package Bookers Consume a Lot of Travel
Content, Especially the Week of Booking
• Travel content consumption the week of a package booking more than doubles the prior week’s volume
Average Travel Site Visits per Week
(Number of travel sites visited per week by the average segment member, Oct’12-Mar’13 aggregate)
Number of visits to travel sites
made by package bookers
45 days before booking
38
15.5
2.5
3
3.4
5 Weeks Out
4 Weeks Out
3 Weeks Out
5.2
2 Weeks Out
6.9
1 Week Out
Week of Booking
Read as: The average segment member makes 15.5 visits to travel sites in the week leading up to the package booking
*Same sites counted only once per session in visits figure; visitation to same site
during a different session will be counted as a separate visit
3
4. OTAs Account for Nearly Half of All Travel Visits*
While OTAs dominate the pre-booking research landscape, DMO share of travel visits has jumped
30% since 2010 (to 6.4% in recent months)
Share of Visits by Travel Category
(Share of segment’s total travel visits claimed by each travel category, Oct’12-Mar’13 aggregate)
4.0%
8.2%
OTA
Planning and Reviews
Meta
1.7%
1.0%
11.2%
47.2%
Lead-Gen
Hotel Supplier
Read as: 47% of all visits to Travel
Sites made by segment members
were attributed to OTAs
DMO
6.4%
Cruise Line
Car Rental
Airline Supplier
4.1%
4.7%
Vacation Packagers
Other
4.7% 6.8%
4
5. OTAs Are Used for More than Just Last
Minute Price Comparison
• Only 31% of all visits to OTAs the week of a package booking occur the same day as the booking
• This implies a lot of additional research is being conducted on these sites
Average OTA Visits per Week
(Number of visits to OTAs per week by the average segment member, Oct’12-Mar’13 aggregate)
Number of visits to OTAs
made by package bookers
45 days before booking
18
8
1
1.1
1.3
2.6
5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out
3.3
2.8
Day of
Booking
1 Week Out
Week of
Booking
Read as: average segment member visited OTA sites 8x in the week leading up to booking, with a 1/3rd on the same day
5
6. In Travel Content Consumption the OTA Category is Still
the Clear Leader
The gap between OTA & other Travel categories exists from the beginning, but increases significantly the closer you get to the booking
Average Visits to Travel Categories per Week
(Average visits per visitor to sites within each category, by week , Oct’12-Mar’13 aggregate)
5 Weeks Out
4 Weeks Out
0.3 0.2
0.4
0.2 0.1 0.2 0.2
Meta: Kayak
Lead-Gen: Travelzoo, BookingBuddy
Planning/Review: TripAdvisor
2 Weeks Out
1 Week Out
1.3
1.1
1.0
0.1 0.0
3 Weeks Out
3.3
2.6
0.4
0.4
0.1 0.1
0.3
0.4
0.3 0.2 0.4 0.3 0.5
Week of Booking
8.0
0.8
0.8
0.7
1.0
0.3 0.4 0.3 0.5
0.8
Meta
Lead-Gen
DMO
Planning & Reviews
Airline Supplier
OTA
1.6
6
7. Expedia Continues to Lead the OTA Set
in Share of Visits
Share of OTA Visits by Brand
(Within competitive set, share of segment’s OTA visits captured by each brand, Oct’12-Mar’13 aggregate)
3.9%
3.5%
Expedia
Travelocity
15.4%
31.4%
Hotels.com
Hotwire
Orbitz
14.1%
9.2%
Priceline
17.6%
Read as: 31.4% of the segment’s visits
to major OTA brand sites were to
Expedia.com
Booking.com
Cheaptickets
5.0%
7
8. Travel Content Consumption Drives Growth in
Overall Internet Usage for Segment Members
In general, as people get closer to booking their package, their overall internet usage increases
slightly, but nowhere near as much as their Travel content consumption
Non-Travel Site Visitation Per Day
(Website visits per day by average segment member to travel sites, non-travel sites, total, Oct’12-Mar’13 aggregate)
35%
12
30%
10
25%
8
20%
6
15%
4
10%
2
5%
0
45 days out
40
35
30
Total Non-Travel
25
20
Total Travel
15
10
5
Travel as % of Total
Visits per Day per Segment Member
14
0%
0 (same day)
Travel as % of Total (right)
Read as: On the day of the booking, segment members made an average 16.4
website visits, 30% of which were to travel sites
8
9. Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking
• Travel consumption spikes at the same time and doesn’t let up
Category Visit Intensity Over Time
(Share of visits made to each category of websites , Oct’12-Mar’13 aggregate)
60%
50%
40%
30%
20%
10%
0%
5 Weeks Out
4 Weeks Out
3 Weeks Out
Travel
2 Weeks Out
Retail
1 Week Out
Financial_Services
Week of Booking
Week After
Booking
Telecommunications
2 Weeks After
3 Weeks After
4 Weeks After
Automotive
Read as: In the week leading up to the package
booking, Travel sites account for 55% of visits to
the list of comparison site categories
9
10. In the 45 Days Leading Up to a Package Booking, Retail
Sites are Visited Almost as Frequently as Travel Sites
As segment members research their vacations, retail sites become common hangouts, even more so
than banking or cell carrier sites
Average Category Visits per Booker in Aggregate
(Number of visits made to each category of websites by the average segment member, Oct’12-Mar’13 aggregate)
37.9
36.6
20.9
Read as: the average segment
member visited a retail website
36.6 times in the 45 days leading
up to their package booking
20.5
2.1
Travel
Retail
Financial Services
Telecommunications
Automotive
10
11. Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking
• Travel consumption spikes at the same time and doesn’t let up
Category Visit Intensity Over Time
(Share of visits made to each category of websites , Oct’12-Mar’13 aggregate)
60%
Read as: In the week leading up to
the package booking, Travel sites
account for 55% of visits to the list
of comparison site categories
50%
40%
30%
Travel
20%
Retail
10%
Financial_Services
Telecommunications
0%
5 Weeks Out
4 Weeks Out
3 Weeks Out
2 Weeks Out
1 Week Out
Week of Booking
Automotive
11
12. Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking
• Travel consumption spikes at the same time and doesn’t let up
Travel Visit Intensity Over Time
(Share of visits made to travel websites , Oct’12-Mar’13 aggregate)
55%
60%
50%
37%
40%
30%
30%
20%
18%
18%
5 Weeks Out
4 Weeks Out
22%
10%
0%
3 Weeks Out
2 Weeks Out
1 Week Out
Week of Booking
Read as: In the week leading up to the package booking, Travel sites
account for 55% of visits to the list of comparison site categories
12
13. Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking
• Travel consumption spikes at the same time and doesn’t let up
Retail Visit Intensity Over Time
(Share of visits made to Retail websites , Oct’12-Mar’13 aggregate)
45%
40%
36%
40%
36%
35%
33%
27%
30%
Read as: In the week leading up to
the package booking, Travel sites
account for 55% of visits to the list
of comparison site categories
20%
25%
20%
15%
10%
5%
0%
5 Weeks Out
4 Weeks Out
3 Weeks Out
2 Weeks Out
1 Week Out
Week of Booking
13
14. Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking
• Travel consumption spikes at the same time and doesn’t let up
Financial Services Visit Intensity Over Time
(Share of visits made to financial services websites , Oct’12-Mar’13 aggregate)
25%
21%
21%
20%
20%
18%
17%
Read as: In the week leading up to
the package booking, Travel sites
account for 55% of visits to the list
of comparison site categories
13%
15%
10%
5%
0%
5 Weeks Out
4 Weeks Out
3 Weeks Out
2 Weeks Out
1 Week Out
Week of Booking
14
15. Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking
• Travel consumption spikes at the same time and doesn’t let up
Telecommunications Visit Intensity Over Time
(Share of visits made Telecommunications websites , Oct’12-Mar’13 aggregate)
25%
23%
19%
20%
20%
18%
18%
15%
Read as: In the week leading up to
the package booking, Travel sites
account for 55% of visits to the list
of comparison site categories
11%
10%
5%
0%
5 Weeks Out
4 Weeks Out
3 Weeks Out
2 Weeks Out
1 Week Out
Week of Booking
15
16. Despite Consistently Strong Retail Visitation, No Category
Touches Travel in the Days Leading Up to the Booking
• Amongst the monitored categories, Retail dominates the set up to about 3 weeks prior to booking
• Travel consumption spikes at the same time and doesn’t let up
Automotive Visit Intensity Over Time
(Share of visits made to Automotive websites , Oct’12-Mar’13 aggregate)
3%
Read as: In the week leading up to
the package booking, Travel sites
account for 55% of visits to the list
of comparison site categories
3%
2%
2%
1%
1%
0%
5 Weeks Out
4 Weeks Out
3 Weeks Out
2 Weeks Out
1 Week Out
Week of Booking
16
17. Billboard Effect of DMO Visitation
There are periods within the 45 path to purchase where DMO visitation seems to positively impact conversion.
Billboard Effect of DMO Visitation
(Conversion calculated by the day the DMO was first visited, Oct’12-Mar’13 aggregate)
Read as: Of people who check DMO sites prior to visiting an OTA package path,
those who do so 9-24 days in advance of the package path visit convert 32%
higher.
7%
6%
Day 24 --> Day 9
5%
4%
3%
2%
1%
2.2%
OTA pkg path conversion line for those visiting DMOs
1
2
3
4
5
0 (Same Day)
OTA pkg path conversion for those who visited a DMO, by day of first DMO visit
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45 days out
0%
17