The document describes the results of a study conducted by Google and Ipsos MediaCT on travel habits and attitudes of US travelers. Over 5,000 consumers who had traveled for leisure or business in the past 6 months completed an online survey. Key findings include:
1. Most travelers now plan trips online, with over 80% of leisure and business travelers using the internet. Mobile usage for travel planning is increasing rapidly while desktop usage is declining.
2. Search engines are the primary online resource for travel planning. Over half of travelers always start their planning with a search and over 90% have used search for aspects like hotels, flights, and destinations.
3. Mobile apps and websites are increasingly used but still
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
Travelers road-to-decision-affluent-insights research-studiesDavid Mora
1) Affluent travelers rely heavily on digital sources for travel inspiration, research, and booking, moving across devices throughout the travel process.
2) Affluents continue to comparison shop extensively, especially for hotels, and are increasingly interested in alternatives to traditional accommodations and transportation.
3) While brand websites, search engines, and online travel agencies remain the most important online sources for planning, affluents also turn to user reviews and are increasingly inspired by social media and online videos.
Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser We...Robert Cole
Personalized travel experiences are the ultimate goal shared by travelers, travel suppliers and travel intermediaries. A combination of advanced technology and advanced managerial mindset are required to cultivate the relevant host/guest relationships that enable personalization. Presentation by Robert Cole of RockCheetah for a Phocuswright webinar sponsored by Maxymiser on Wednesday, December 3, 2014.
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.
The document discusses how ADARA helps travel companies and advertisers leverage large volumes of travel data to better understand customer purchase behavior and target customers more efficiently. ADARA has access to over 250 million unique customer profiles and 1 billion individual data points, allowing it to boost advertising performance. The document provides examples of how ADARA uses data to dispel common myths about traveler booking behaviors.
Adara, a travel data company, found that 78% of business travelers do more than half of their shopping online (compare this to the 59% of leisure travelers and 34% of non-travelers). Also consider the fact that business travelers use smartphones to shop online 20% more than leisure travelers and tablets 18% more than leisure travelers and it’s clear where the spending potential exists.
Donload this paper at: http://skift.com/wp-content/uploads/2015/07/Adara-report-july-2015.pdf
E marketer us_digital_travel_sales-mobile_drives_changes_in_mature_marketplaceAdCMO
The document discusses how mobile is driving growth in the US digital travel market. Some key points:
- US digital travel sales, which include online and mobile bookings, will grow steadily from 2013 to 2017 at a 5.36% compound annual rate, reaching $168.1 billion by 2017.
- Mobile travel sales, especially on tablets, are growing much faster than online-only bookings and fueling overall growth. Tablets are used like PCs for travel planning while smartphones are used more for last-minute bookings.
- About two-thirds of internet users will research travel digitally by 2017 and over half will book travel online or via mobile. However, the number of digital travelers is
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
Travelers road-to-decision-affluent-insights research-studiesDavid Mora
1) Affluent travelers rely heavily on digital sources for travel inspiration, research, and booking, moving across devices throughout the travel process.
2) Affluents continue to comparison shop extensively, especially for hotels, and are increasingly interested in alternatives to traditional accommodations and transportation.
3) While brand websites, search engines, and online travel agencies remain the most important online sources for planning, affluents also turn to user reviews and are increasingly inspired by social media and online videos.
Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser We...Robert Cole
Personalized travel experiences are the ultimate goal shared by travelers, travel suppliers and travel intermediaries. A combination of advanced technology and advanced managerial mindset are required to cultivate the relevant host/guest relationships that enable personalization. Presentation by Robert Cole of RockCheetah for a Phocuswright webinar sponsored by Maxymiser on Wednesday, December 3, 2014.
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.
The document discusses how ADARA helps travel companies and advertisers leverage large volumes of travel data to better understand customer purchase behavior and target customers more efficiently. ADARA has access to over 250 million unique customer profiles and 1 billion individual data points, allowing it to boost advertising performance. The document provides examples of how ADARA uses data to dispel common myths about traveler booking behaviors.
Adara, a travel data company, found that 78% of business travelers do more than half of their shopping online (compare this to the 59% of leisure travelers and 34% of non-travelers). Also consider the fact that business travelers use smartphones to shop online 20% more than leisure travelers and tablets 18% more than leisure travelers and it’s clear where the spending potential exists.
Donload this paper at: http://skift.com/wp-content/uploads/2015/07/Adara-report-july-2015.pdf
E marketer us_digital_travel_sales-mobile_drives_changes_in_mature_marketplaceAdCMO
The document discusses how mobile is driving growth in the US digital travel market. Some key points:
- US digital travel sales, which include online and mobile bookings, will grow steadily from 2013 to 2017 at a 5.36% compound annual rate, reaching $168.1 billion by 2017.
- Mobile travel sales, especially on tablets, are growing much faster than online-only bookings and fueling overall growth. Tablets are used like PCs for travel planning while smartphones are used more for last-minute bookings.
- About two-thirds of internet users will research travel digitally by 2017 and over half will book travel online or via mobile. However, the number of digital travelers is
Holidays are an important part of Australian culture, but how people plan and experience holidays is changing. Online research now plays a central role in every step of the holiday planning process, from choosing a destination to booking travel. Experiences have become a new form of "social currency" as people seek memorable adventures to share on social media. While online tools are popular, travel agents still provide value as a safety net for complex trips. Different life stages influence travel motivations, from escape for young singles to new experiences for families.
This document outlines 5 rock solid reasons for hotel content marketing according to Google. It summarizes that content is important throughout a traveler's customer journey from dreaming and planning a trip to booking, experiencing, and sharing about their travel. The document provides examples of how hotels can create content for each stage of the customer journey, such as destination guides for planning, virtual tours for booking, event listings for experiencing, and social media accounts for sharing. The overall message is that content marketing can engage travelers at all stages and convert them into loyal, profitable customers for hotels.
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.
Going Online to Win The Travel Industry CompetitionNatali Ardianto
The document discusses how the travel industry is moving online and the opportunities this presents. It notes that the online travel market is ever-expanding, everything has become instant, and travel agents need an online presence. It recommends that travel agents partner with online travel companies through their affiliate programs and APIs to build their own online offerings using the backend systems of these established platforms. This will allow agents to expand their business online and grow the overall online travel ecosystem.
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
This document outlines 10 key digital travel trends for 2017 based on various statistics. The trends include: millennials becoming the top consumer segment; independent and solo travel rising; the growing importance of female travelers; online booking overtaking offline in Europe; increased booking of tours and activities online; consumers prioritizing experiences over material goods; travel planning and booking becoming a multi-device process; heavy online travel content consumption; frequent pre-booking online research; and the rise of video as a content format. It also outlines the typical traveler journey process and recommendations for each stage.
The document discusses how digital travelers are changing and how businesses can cater to them. It notes that 57% of consumers make up their minds about a website within 10-20 seconds. It emphasizes focusing on content, video, and mobile optimization. Digital travelers are increasingly using mobile devices and apps to plan trips and search for local information. The document recommends starting by understanding customers and following their behaviors across digital channels in order to determine the right marketing mix.
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.
Raido - Alerts Design for the Traveler
UX Design Portfolio of an iOS map app that visually displays disease outbreaks, terrorist threats, and natural disaster alerts through colored overlay filters. Portfolio created using Sketch, Photoshop, Indesign, Illustrator, and Invision.
Etude Yahoo Voyage / Travel Study - Connected Holiday Makers EU5Yahoo France
This document summarizes findings from a survey of over 6,000 adults across 5 European markets regarding their travel behaviors and preferences. Some key findings include:
- Most travelers take holidays close to home, with 60% staying in their own country and 49% taking short-haul flights. However, 44% also take long-haul flights.
- One in four travelers report usually traveling alone for holidays. Preferences for types of holidays and travel companions vary significantly by demographic.
- Travelers show a strong preference for inspiration when planning holidays, with most seeking new destinations and finding travel articles and information online that they cannot find elsewhere. The internet is the primary source of inspiration, rather than travel websites.
- Many travelers research
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.
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
Mobile technology is transforming air travel by allowing airlines to improve the customer experience and generate additional revenue. Currently, most airlines offer standard mobile functionality like mobile check-in, boarding passes, and itinerary management. Over the next 1-2 years, airlines plan to add ancillary service booking and targeted promotions on mobile. In 3-5 years, more advanced capabilities are expected like location-based services, disruption management with compensation offers, social media integration, mobile payments, and near field communication boarding. Mobile also benefits airport operations through technologies like tablet-using agents and improved ground operations. Developing an effective airline mobile strategy requires defining goals, organising resources, and determining return on investment.
Motivação Laboral numa Agência de ViagensNuno Justo
Este documento apresenta um estudo sobre a motivação laboral numa agência de viagens. O estudo utilizou inquéritos para avaliar os fatores que motivam os empregados da agência. Os resultados indicaram que os fatores mais importantes são a responsabilidade da função, o bom relacionamento com colegas e superiores, e a atratividade do trabalho. Os empregados têm um nível elevado de motivação e consideram que os líderes têm um papel importante na sua motivação. Para manter a competitividade, a agência deve continuar a apostar na qualidade e em prá
1) Half of hotel researchers conducted research exclusively online, while half used search engines. Price and rewards were leading reasons for booking on specific sites.
2) One third of shoppers were referred to hotel sites by search engines, especially in summer months. Google referred one quarter of all shoppers.
3) While most bookings were online, one in six researchers booked offline. Searchers and non-searchers were equally likely to book hotels. Online research influenced both online and offline bookings.
Consumers are no longer what they used to be. Before they buy, they look around. A lot. And
when they buy, they talk about it. To everybody. They want to be treated as unique.
Este documento fornece orientações sobre como elaborar um plano de negócios eficaz para apresentar uma nova ideia de negócios. Explica que um plano de negócios deve ser simples, objetivo, realista e completo para ter sucesso, e descreve os principais tipos de planos, incluindo planos iniciais para novas ideias e planos de crescimento para expansão. O documento visa ajudar os empreendedores a estruturarem seus planos de forma clara e acessível.
Este documento presenta los resultados de la encuesta semestral Índice del sector en 2012 de TripAdvisor sobre las tendencias en la industria hotelera. Algunos de los hallazgos clave son: 1) Las regiones más rentables fueron Turquía, Rusia, Alemania y Reino Unido, mientras que Europa y Medio Oriente fueron las menos rentables. 2) Casi la mitad de los encuestados creen que la economía mejorará en 2012, especialmente en Latinoamérica, Norteamérica y Asia Pacífico. 3) Las redes sociales, las reserv
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
The document summarizes findings from a study about how traveler attitudes and behaviors have changed over the past year. Some key findings include:
1) Both leisure and business travelers seek value and frequently comparison shop online.
2) The internet is an important source for both travel inspiration and planning. Travelers conduct research across multiple devices.
3) Video is becoming a more important part of the travel planning process for many.
4) Business travelers continue prioritizing brand sites, price, and convenience when booking travel.
1) The document summarizes findings from a 2013 study on traveler attitudes and behaviors. It found that leisure travelers increasingly use multiple devices to research and plan trips online, while business travelers prioritize price, convenience, and brand sites.
2) Both leisure and business travelers seek out online reviews and do extensive price comparisons. They also watch more travel videos online to help decide destinations and activities.
3) While search and brand sites remain very important sources of information, travelers are increasingly inspired to visit new destinations through online sources like travel review sites and social networks.
Holidays are an important part of Australian culture, but how people plan and experience holidays is changing. Online research now plays a central role in every step of the holiday planning process, from choosing a destination to booking travel. Experiences have become a new form of "social currency" as people seek memorable adventures to share on social media. While online tools are popular, travel agents still provide value as a safety net for complex trips. Different life stages influence travel motivations, from escape for young singles to new experiences for families.
This document outlines 5 rock solid reasons for hotel content marketing according to Google. It summarizes that content is important throughout a traveler's customer journey from dreaming and planning a trip to booking, experiencing, and sharing about their travel. The document provides examples of how hotels can create content for each stage of the customer journey, such as destination guides for planning, virtual tours for booking, event listings for experiencing, and social media accounts for sharing. The overall message is that content marketing can engage travelers at all stages and convert them into loyal, profitable customers for hotels.
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.
Going Online to Win The Travel Industry CompetitionNatali Ardianto
The document discusses how the travel industry is moving online and the opportunities this presents. It notes that the online travel market is ever-expanding, everything has become instant, and travel agents need an online presence. It recommends that travel agents partner with online travel companies through their affiliate programs and APIs to build their own online offerings using the backend systems of these established platforms. This will allow agents to expand their business online and grow the overall online travel ecosystem.
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
This document outlines 10 key digital travel trends for 2017 based on various statistics. The trends include: millennials becoming the top consumer segment; independent and solo travel rising; the growing importance of female travelers; online booking overtaking offline in Europe; increased booking of tours and activities online; consumers prioritizing experiences over material goods; travel planning and booking becoming a multi-device process; heavy online travel content consumption; frequent pre-booking online research; and the rise of video as a content format. It also outlines the typical traveler journey process and recommendations for each stage.
The document discusses how digital travelers are changing and how businesses can cater to them. It notes that 57% of consumers make up their minds about a website within 10-20 seconds. It emphasizes focusing on content, video, and mobile optimization. Digital travelers are increasingly using mobile devices and apps to plan trips and search for local information. The document recommends starting by understanding customers and following their behaviors across digital channels in order to determine the right marketing mix.
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.
Raido - Alerts Design for the Traveler
UX Design Portfolio of an iOS map app that visually displays disease outbreaks, terrorist threats, and natural disaster alerts through colored overlay filters. Portfolio created using Sketch, Photoshop, Indesign, Illustrator, and Invision.
Etude Yahoo Voyage / Travel Study - Connected Holiday Makers EU5Yahoo France
This document summarizes findings from a survey of over 6,000 adults across 5 European markets regarding their travel behaviors and preferences. Some key findings include:
- Most travelers take holidays close to home, with 60% staying in their own country and 49% taking short-haul flights. However, 44% also take long-haul flights.
- One in four travelers report usually traveling alone for holidays. Preferences for types of holidays and travel companions vary significantly by demographic.
- Travelers show a strong preference for inspiration when planning holidays, with most seeking new destinations and finding travel articles and information online that they cannot find elsewhere. The internet is the primary source of inspiration, rather than travel websites.
- Many travelers research
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.
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
Mobile technology is transforming air travel by allowing airlines to improve the customer experience and generate additional revenue. Currently, most airlines offer standard mobile functionality like mobile check-in, boarding passes, and itinerary management. Over the next 1-2 years, airlines plan to add ancillary service booking and targeted promotions on mobile. In 3-5 years, more advanced capabilities are expected like location-based services, disruption management with compensation offers, social media integration, mobile payments, and near field communication boarding. Mobile also benefits airport operations through technologies like tablet-using agents and improved ground operations. Developing an effective airline mobile strategy requires defining goals, organising resources, and determining return on investment.
Motivação Laboral numa Agência de ViagensNuno Justo
Este documento apresenta um estudo sobre a motivação laboral numa agência de viagens. O estudo utilizou inquéritos para avaliar os fatores que motivam os empregados da agência. Os resultados indicaram que os fatores mais importantes são a responsabilidade da função, o bom relacionamento com colegas e superiores, e a atratividade do trabalho. Os empregados têm um nível elevado de motivação e consideram que os líderes têm um papel importante na sua motivação. Para manter a competitividade, a agência deve continuar a apostar na qualidade e em prá
1) Half of hotel researchers conducted research exclusively online, while half used search engines. Price and rewards were leading reasons for booking on specific sites.
2) One third of shoppers were referred to hotel sites by search engines, especially in summer months. Google referred one quarter of all shoppers.
3) While most bookings were online, one in six researchers booked offline. Searchers and non-searchers were equally likely to book hotels. Online research influenced both online and offline bookings.
Consumers are no longer what they used to be. Before they buy, they look around. A lot. And
when they buy, they talk about it. To everybody. They want to be treated as unique.
Este documento fornece orientações sobre como elaborar um plano de negócios eficaz para apresentar uma nova ideia de negócios. Explica que um plano de negócios deve ser simples, objetivo, realista e completo para ter sucesso, e descreve os principais tipos de planos, incluindo planos iniciais para novas ideias e planos de crescimento para expansão. O documento visa ajudar os empreendedores a estruturarem seus planos de forma clara e acessível.
Este documento presenta los resultados de la encuesta semestral Índice del sector en 2012 de TripAdvisor sobre las tendencias en la industria hotelera. Algunos de los hallazgos clave son: 1) Las regiones más rentables fueron Turquía, Rusia, Alemania y Reino Unido, mientras que Europa y Medio Oriente fueron las menos rentables. 2) Casi la mitad de los encuestados creen que la economía mejorará en 2012, especialmente en Latinoamérica, Norteamérica y Asia Pacífico. 3) Las redes sociales, las reserv
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
The document summarizes findings from a study about how traveler attitudes and behaviors have changed over the past year. Some key findings include:
1) Both leisure and business travelers seek value and frequently comparison shop online.
2) The internet is an important source for both travel inspiration and planning. Travelers conduct research across multiple devices.
3) Video is becoming a more important part of the travel planning process for many.
4) Business travelers continue prioritizing brand sites, price, and convenience when booking travel.
1) The document summarizes findings from a 2013 study on traveler attitudes and behaviors. It found that leisure travelers increasingly use multiple devices to research and plan trips online, while business travelers prioritize price, convenience, and brand sites.
2) Both leisure and business travelers seek out online reviews and do extensive price comparisons. They also watch more travel videos online to help decide destinations and activities.
3) While search and brand sites remain very important sources of information, travelers are increasingly inspired to visit new destinations through online sources like travel review sites and social networks.
Informe de Google sobre el perfil del viajero y sus costumbres en relación con la tecnología.
Uso de dispositivos móviles, buscadores e Internet en general
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.
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.
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
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.
1. The document outlines Google's value proposition for developing an integrated digital strategy for Kenya's tourism sector using Search, Display, Video, and Google+ to promote Kenya as a tourist destination and improve its reputation.
2. It provides insights on traveler behavior and trends from Google data, showing that search is still the top planning source and that consumers are influenced by multiple sources along their travel decision journey.
3. The proposed strategy leverages keywords, display advertising, video campaigns, social media, and local content to generate awareness, influence consideration, and increase tourism to Kenya through an efficient, targeted approach across Google's platforms.
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TBEX 2013 Toronto The Online Consumer Journey: Inspiring Traveler Decisions, ...TBEX
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The 2012 traveler
1. Google Confidential and Proprietary 11
The 2012 Traveler
Google/Ipsos MediaCT
U.S.
August 2012
2. Google Confidential and Proprietary 22
Research Study Methodology
• Google commissioned Ipsos MediaCT, an independent marketing research company, to
conduct a travel study to better understand the role travel plays in the lives of U.S.
• Respondents completed a 21 minute attitude & usage survey into travel habits and
attitudes. If qualified, respondents were routed to one of four deep dive sections: Airline,
Cruise, Lodgings, and Car Rental.
• Interviews were conducted from 4/24/12 to 5/17/12 yielding a total sample of 5,000
consumers who have traveled at least once for leisure reasons (or a minimum of 3 times
for business purposes) in the past six months.
• An augment of 1,500 affluent leisure travelers and 1,000 cruisers were also recruited
Leisure Traveler
has taken at least
one trip for leisure in
the past 6 months
=
Business Traveler
has taken at least
three trips for
business in the past
6 months
=
Affluent Traveler
has taken at least
one trip for leisure in
the past 6 months
and has a household
income of $250K+
=
TRAVELER TYPES DEFINED
3. Google Confidential and Proprietary 33
What Travelers Value
Internet and Search
Mobile
Online Video
Loyalty
Destinations
Agenda and Key Findings
1
2
6
5
4
3
5. Google Confidential and Proprietary 55
Leisure Travelers Increasingly Seek Travel Value
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q23) 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. Base: Leisure Travelers only (n= 3,505)
66%
I plan to spend more
time shopping
around/researching
before booking travel
because finding value
for my money is
important to me
vs. 59% in 2011
64%
I would like to stay at an
upscale or luxury hotel if
the price is right
vs. 55% in 2011
57%
It is important to me
that I recognize a brand
I am considering
booking travel with
6. Google Confidential and Proprietary 66Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(QA5) How important are each of the following when purchasing an airline ticket for leisure/business travel? Base: Airline, Hotel, and Car Rental quotas.
Convenience Matters Most to Business Travelers
Top 4 Features Rated “Extremely/Very Important” by Business Travelers
Air Travel
89%
Most Convenient Departures/
Arrival Times
84% Past Experience with Airline
83% Price
82% Fewer Stops/Better Connections
Lodging
81% Price
80% Most Convenient Location
75%
Past Experience with Lodging
Establishment
67% In-Room Services Offered
Car Rental
81% Price
80% Past Experience with Car Rental Agency
61% Promotions
58% Cancellation Policy/Ability to Change Bookings
8. Google Confidential and Proprietary 88
Surprise! Travelers use the Internet
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
Q: Which of the following sources do you typically use to plan leisure trips/business trips? (n = 3500 leisure, 1500 business)
of leisure travelers and83%
76% of business travelers plan online
9. Google Confidential and Proprietary 99
23%
28%
32%
40%
43%
45%
60%
Travelers Research Travel Online in Many Ways
The Top Seven Online Travel Planning Activities
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q4) Which of the following have you done online in the past 6 months? (Select ALL that apply). Base: Total respondents.
40%
46%
45%
54%
52%
57%
69%Researched an upcoming trip
Researched travel as a result
of seeing an online ad
Brainstormed or started
thinking about a trip
Read reviews from
other travelers
Requested more information
related to an upcoming trip
Watched a travel video
Looked at travel content or
reviews by my friends or family
Leisure Travelers Business Travelers
7 points
since 2009
9 points
since 2009
10. Google Confidential and Proprietary 1010
And When They Are Online, Travelers Search
Source: The Traveler’s Road to Decision, Google and Ipsos MediCT July 2012. (Q12) You mentioned that you use search engines when planning your
leisure/business trips. How often do you start by using a search for information on the following when planning your leisure/business trips? Base: All
travelers. (Q23) Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for
leisure purposes in the next year. Base: Leisure travelers.
56%
Of travelers say “always
start my travel booking and
shopping process with
search”
63%
Of leisure travelers agree
that “search engines are my
go-to source for travel
information”
96%
of leisure travelers have started
their hotel planning with search
95% – Destinations
89% – Air
80% – Car
61% – Cruise
11. Google Confidential and Proprietary 1111
25%
31%
39%
48%
52%
54%
62%
69%
21%
26%
34%
37%
46%
48%
55%
62%
Leisure and business travelers prioritize search
differently
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
Base: Use internet to plan trip. Leisure Travelers (2989) Business Travelers (1167).
Which of the following online sources do you typically use to plan leisure or business trips?
Business Travelers
Hotel websites
Airline websites
Search Engines
Social network
Car rental websites
Travel review sites
Destination
OTA
Leisure Travelers
Search engines
Hotel websites
Airline websites
OTA
Travel review sites
Destination-specific
Car rental
Social network
12. Google Confidential and Proprietary 1212
Poll: Which week from September 1st through
December 31st, 2012 will see the most travel
searches by US users on Google?
a) September 16th – 22nd
Peak week for hotel and car rental searches
b) November 4th – 10th
Peak week for cruise searches
c) November 11th – 17th
Peak week for air travel searches
d) December 9th – 15th
Source: Google data based on a regression analysis. Statement is purely speculative. Image purchased from iStockphoto.com.
13. Google Confidential and Proprietary 1313
0
50
100
150
200
250
Jan-11
Feb-11
Mar-11
Apr-11
May-1
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-1
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-1
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Tablet (forecast) Tablet Mobile (forecast) Mobile Desktop (forecast) Desktop
Query Growth Driven by Mobile and Tablet
Indexed Travel Query Volume on Google by Week
Source: Google data. This is not a Google projection of future performance; it is simply an extrapolation of historical trends.
20132012
15-25% Overall Growth
68% Mobile
0% Desktop
180% Tablet
15. Google Confidential and Proprietary 1515
Snoop
Dog
Poll: How many Android devices are newly
activated every day?
a) 200,000
b) 400,000
c) 750,000
d) 1,000,000
The IDC predicts Android will be on 61% of
smartphones in the US by the end of this year.
Image purchased from iStockphoto.com.
16. Google Confidential and Proprietary 1616
8%
25%
18%
40%
31%
56%
38%
57%
Leisure Travelers Business Travelers
2009 2010 2011 2012
More Travelers Use Mobile for Travel Information
Percentage of Travelers Who Use a Mobile Device to Access Internet
for Travel Information
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Used Internet as Source to Plan Trip.
(Q9) From which of the following locations do you access the Internet for travel-related information when planning your? (Select ALL that apply)…
*Net of Mobile Phone, Smartphone (2012) and Tablet (2011 and 2012).
17. Google Confidential and Proprietary 1717
86%
76%
40%
81%
73%
51%
29% 30%
Home computer Office or Work computer Smartphone/Mobile phone Tablet
2010 2011 2012
… While fewer business travelers use computers
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q9) From which of the following do you access the Internet for travel-related information when planning your
Leisure/business trips? Q9 Base: Use Internet To Plan Trip 2010 (n=827) 2011 (n=1442) 2010 (n=1485).
N/A
76%
65%
51%
Where business travelers access travel information
30%
18. Google Confidential and Proprietary 1818
96%
32%
18%
95%
34%
27%
11%
Home computer Office or Work computer Smartphone/Mobile phone Tablet
2010 2011 2012
…And Fewer Leisure Travelers Use Computers
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q9) From which of the following do you access the Internet for travel-related information when planning your
Leisure/business trips? Q9 Base: Use Internet To Plan Trip 2010 (n=827) 2011 (n=1442) 2010 (n=1485).
N/A
94%
24%
31%
17%
Where Leisure Travelers Access Travel Information
51%
19. Google Confidential and Proprietary 1919
When booking travel on a mobile device,
travelers tend to book via mobile browser
How travelers use mobile to book travel
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
Q: Specifically, how have you booked the following on your mobile device? Again, please think about your Leisure/
business travel. (N=377 leisure, 354 business, base: used mobile to book).
Using apps Using mobile browser
Leisure
(377)
Business
(354)
Leisure
(377)
Business
(354)
Overnight accommodations 12% 17% 40% 36%
Air travel 10% 17% 38% 35%
Car rental 7% 14% 33% 33%
Travel packages 6% 10% 27% 26%
Destinations 5% 7% 13% 21%
Vacation activities 5% 10% 23% 26%
Cruises 3% 7% 15% 17%
20. Google Confidential and Proprietary 2020
A Bad Mobile Website is the #1 Deterrent to
Booking Travel on a Phone
Reasons for Not Booking Travel on a Mobile Device
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
Q: Why have you not booked travel on a mobile device in the past year? (n=502, mobile users who did not book using mobile).
36%
28%
25%
22%
19%
15%
7%
4%
The websites are hard to see/read/navigate on a mobile device
It takes too long to book on a mobile device/the pages load too slow
Too cumbersome
I don't trust the security on mobile devices
I needed to confirm with someone else before booking
The mobile version of the site did not allow me to book
I did not have a credit card accessible
Other
21. Google Confidential and Proprietary 2121
84%
34%
32%
10%
I looked in the app store
Referred from friends
Clicked on ads
Other
32% of Travel Apps are Downloaded from Clicks
on Ads
Where Travel-Related Apps Are Downloaded
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: mobile users who downloaded
travel related-app (n=446). Q: How did you download travel-related apps onto your mobile device?
44%
Of travelers have downloaded
a travel related app
23. Google Confidential and Proprietary 2323
Online Video as a Resource for Planning Travel
Has Grown Over Time
Percentage of Travelers Who Use Online Video for Travel Planning
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q10) Which of the following online sources do you typically use to plan ? (Select ALL that apply) (Leisure 2009 n=2736, 2010 n=2944, 2011
n=2989 2012 n=2912.) (Business 2009 n=1155, 2010 n=1182, 2011 n=1167, 2012 n=1139.)
89%
of Leisure Travelers
Watch Video Online
93%
of Business Travelers
Watch Online Video
14%
17%
21%
26%
Leisure Travelers Business Travelers
2009 2012
24. Google Confidential and Proprietary 2424
Travelers Watch Online Video In All Phases of
Travel Planning
When Video-Viewing Travelers Watch Travel Videos
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q4) Which of the following have you done online in the
past 6 months? (Select ALL that apply) Base: Total Respondents. *Watched/uploaded/commented on travel videos online.
When thinking
about taking
a trip
66%
When looking
for ideas of
activities to do at
a destination
62%
When deciding on
accommodations
at a particular
destination
57%
When choosing
a destination
64%
When deciding
on which
website to book
34%
25. Google Confidential and Proprietary 2525
Travelers Watch a Mix of User-Generated
Content and Professionally-Made Videos
Top 5 Types of Travel Videos Watched by All Travelers
62% Videos from hotels, airlines, cruises, tours, etc.
58% Trip reviews from experts
58% Videos from travel-related channels
56% Trip reviews from people like me
48% Videos made by people like me
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT.
(Q6B) Specifically, what types of travel-related videos do you watch online? (Select ALL that apply). Base: Watched/
Uploaded/Commented on Travel-related Video. (Leisure n=1425, Business n=894)
26. Google Confidential and Proprietary 2626
Online Video Sites Prompt Travelers to Book
Of Travelers Who Watched Online Video While Planning Travel, the
Percentage Who Say They Were Prompted to Book as a Result
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted
to book and used source. (n=floating. New question in 2012.)
45%Leisure Travelers
72%Business Travelers
74%Affluent Travelers
28. Google Confidential and Proprietary 2828
Many Travelers Are Enrolled in Loyalty Programs
Percentage of Travelers Who Belong to Travel Loyalty Programs
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(C1) Which, if any, of the following travel-related loyalty/rewards program do you belong to? Base: Belong to a
rewards program: Business (n = floating 194 – 1,051) and leisure (n = floating 339 – 1,518) travelers.
84%
77%
54%
25%
6%
Car Rental
Hotel
Air
OTA
None
Affluent TravelersBusiness Travelers
43%
42%
19%
16%
34%
Leisure Travelers
Car
Hotel
Air
OTA
70%
68%
48%
29%
11%None
Car
Hotel
Air
OTA
None
29. Google Confidential and Proprietary 2929
Many Travelers Are Enrolled in Loyalty Programs
Percentage of Travelers Who Belong to Travel Loyalty Programs
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(C1) Which, if any, of the following travel-related loyalty/rewards program do you belong to? Base: Belong to a
rewards program: Business (n = floating 194 – 1,051) and leisure (n = floating 339 – 1,518) travelers.
84%
77%
54%
25%
6%
Car Rental
Hotel
Air
OTA
None
Affluent Travelers
30. Google Confidential and Proprietary 3030
Travelers are Members of More Loyalty
Programs than They Actually Use
Average Number of Travel Loyalty Programs to Which Travelers
Belong and Use at Least Once Per Year
Source: (Loy1) How many travel-related loyalty/rewards programs of each type do you belong to and, of those, how
many do you use regularly, at least once per year? Base: Belong to a rewards program: Business (n = floating 194 –
1,051) and leisure (n = floating 339 – 1,518) travelers.
Loyalty Memberships
Held – Leisure
Loyalty Memberships
Used – Leisure
Loyalty Memberships
Held – Business
Loyalty Memberships
Used – Business
Air 2.9 1.9 4.0 2.5
Hotel 2.6 1.9 4.1 2.8
Car Rental 2.5 1.8 3.2 2.3
OTA 2.5 1.9 4.1 3.2
31. Google Confidential and Proprietary 3131
Freebies Entice Travelers to Join Loyalty Programs
Reasons for Joining Travel Loyalty Programs
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Loy3) In general, who do you sign up for travel-related loyalty/rewards programs? Base: Belong to a rewards
program Leisure (n = 2,308), Business (n= 1,328), Affluent (n = 1,614)
66%
27%
22%
20% 19%
14%
70%
29%
33%
30%
28%
20%
79%
18%
27%
37%
21%
12%
To earn free flights,
hotel rooms, rental
cars, etc.
To save money on my
first purchase
I sign up every time I
book with a new
company
I took out a credit card
that is tied to a loyalty
program
I researched and
decided on the best
loyalty membership
To get something free
Leisure Travelers Business Travelers Affluent Travelers
32. Google Confidential and Proprietary 3232
Loyalty Program Members Download Mobile Apps
Percentage of Travelers Who Have Downloaded a Mobile
Application from a Company With Which They are Loyal
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Loy4) Have you downloaded an app from a company with which you are a loyalty member in the past year? Base: Have mobile device
and downloaded travel app, and belong to a rewards program. Business (n = 329), Leisure (n = 304), Affluent (n = 434).
54%Leisure Travelers
vs. 27% total leisure travelers
72%Business Travelers
vs. 41% total business travelers
71%Affluent Travelers
vs. 44% total affluent travelers
34. Google Confidential and Proprietary 3434
Poll: Which destination was the most
popular among US-based Google searchers
between September and December, 2011?
a) New York
b) Las Vegas
c) Hawaii
d) Mexico
e) Oak Ridge, TN
Image purchased from iStockphoto.com.
35. Google Confidential and Proprietary 3535Source: Google data.
• Source: Google internal data.
2. New York
6. Chicago
11. Europe
8. Boston
Top travel destination keyword searches by people in the US for all
devices on Google
10. San Diego
13. Alaska
3. Hawaii
1. Las Vegas
15. Atlanta
5. Orlando
12. Florida
9. Miami
4. Mexico15. Los Angeles
7. New Orleans
Top Destinations, September – December, 2011
14. Key West
36. Google Confidential and Proprietary 3636
Travelers are undecided when they begin the
online process
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT July 2012
(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.
More than ½ of travelers brainstormed or
started thinking about a trip online
65% of leisure and 70% of affluent travelers begin researching online
before they’ve decided where or how to travel
38. Google Confidential and Proprietary 3838
Key Findings
1 What Travelers Value
Travelers seek value from trusted brands. Business travelers seek convenience.
2
Internet and Search
Leisure travelers turn to search engines to plan travel online; business travelers rely
more heavily on supplier sites.
3 Mobile
Travelers increasingly turn to mobile devices to plan and book travel.
4
Online Video
Travelers watch a mix of user generated videos and professionally made videos at all
stages of travel planning.
5
Loyalty
Business travelers are enrolled in more loyalty programs than leisure travelers. Neither
group uses all of the programs in which they are enrolled.
6
Destinations
Most leisure travelers and 70% of affluent travelers begin researching travel online,
without a specific destination or mode of travel in mind.