1. A faster way for travelers to discover
weekend getaways and small business
owners find customers
2. USA travelers = 115 million (50% of total
population)
Average annual household spend = $2,878
Average household/family size = 2.60/3.19
Average household that travel -> Between 36 &
42 millions
Estimated annual travel spend -> Between
$104B and $120B
PhoCusWright estimates global spending
(online & offline) at $1 trillion
3. Websites on computer (66%)
Personal recommendations (29%)
Online ads (14%)
Tablets (11%)
Smartphones (11%)
Printed guidebooks (10%)
Travel agents (7%)
Travel providers (7%)
Brochures (6%)
Travel bureaus (4%)
Printed advertising (3%)
TV/Radios (3%)
Question: What sources of information did you use to help you select the destination(s)
for this trip? Select all that apply.
Base: Independent destination selectors (2010 N=1,462; 2011 N=1,202; 2012 N=1,434)
Source: PhoCusWright’s Consumer Travel Report Fifth Edition
4. • General Search Engines (Google, Bing) – 53%
• Online Travel Agents (Expedia, Travelocity, Orbitz) – 43%
• Traveler Review Websites (Lonely Planets, TripAdvisors) – 29%
• Travel Search Engines (Kayak, Gogobot, Hipmunk) – 25%
• Travel Provider Websites (Airlines, hotel chains, car rentals) – 24%
• Destination Sites (Tourism bureaus) – 19%
• Deal Newsletters (TravelZoo) – 11%
• Travel Guides (Frommers, Fodors, RickSteves) – 10%
• Social Networking Sites (Facebook) – 10%
• Newspaper Sites (NYTimes, New York Magazines) – 5%
Question: What type(s) of Web sites did you use? Select all that apply.
Base: Independent destination selectors (2010 N=1,462; 2011 N=1,202; 2012 N=1,434)
Source: PhoCusWright’s Consumer Travel Report Fifth Edition
5. Promote local tourism & economy
Provide travelers with ease of use interface to publicly
available information
Gamify travel experience (e.g. points for certain locations;
create geocache by photo clues) and foster experience
sharing
Facilitate car travel planning as 26% of surveyed
intend to increase amount of travel by private
vehicles; whereas only 19% by airplane and 9% by
rail
Fast tool for destination selection and comparison
Mobile apps to help travelers identify points of interests,
restaurants, shopping on travel site
Offline tools for budgeting
6. Ease of use over content
Total price displayed
Easy to find
Clean design
Speed
Best price options over reduced booking fees
Users’ trust & comfort over data collection
Easy comparison
Personalized offers
7. Agency-based commission
Accommodation (e.g. AirBnB™, BedandBreakfast™,
OTA)
Transportation (e.g. rail, car rental, bus, ferry,
airline)
Advertising
Google Adsense™
Sponsored ads from local vendors
Sponsored ads from local tourism bureaus
8. Initial data content sourcing & tagging of
keywords using official tourism bureaus
Lightly curated location profiles
Medium term: build user-provided content to
reinforce keyword weighting
Allow user tags
Extract key words from forum for each location
9.
10. Perform
Discovery
Compare
Recommendation
s
Finalize Travel
Components
Perform Post-
Purchase
Research
Take the Trip
• Clean & fast
search
• Relevant results
& information
• Multitude of
pricing options
• Clear "best"
pricing
• Local providers
contact info
• Traveler
reviews
• Traveler photos
• Professional
photos
• Simple
transaction
interface
• Minimal
relevant
information
collection
• Links to content
providers
• Budget tools
Route planning
tool
• Mobile apps
with saved
itineraries
• Check-in and
photo sharing
• Offline
reminder tools
• Audioguides (?)
• GPS function
with saved
checkpoints
• Accommodatio
n check-in tool
14. Cosmetic / Conveniences
Recommendations/Merchandising
Core Search Results
Design Elements Needed
Interactive maps
Traveler reviews
Professional reviews
Professional photos
Traveler photos
15. 1-2 Trips (58%)
3-5 Trips (35%)
6+ Trips (8%)
(only trips including overnight accommodated
were counted)
16. Percentage of all trips
Quick Getaways: 3 nights or less (44%)
Short Vacations: 4-6 nights (28%)
Long Vacations: 7-13 nights (21%)
Extended Stays: 14+ nights (6%)
Average days by incidence
Quick Getaways: 3 nights or less (63%)
Short Vacations: 4-6 nights (53%)
Long Vacations: 7-13 nights (42%)
Extended Stays: 14+ nights (13%)