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Vn travel insights052016
The document analyzes the travel client's path to purchase, highlighting the influence of online searches and videos on decision-making for accommodation. It presents data indicating that APAC travelers increasingly rely on online sources for planning and comparing travel accommodations, with a noticeable divide between emerging and mature markets. Additionally, it emphasizes the importance of search engines and online video content in shaping consumer choices and booking behaviors.
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Vn travel insights052016
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- 2. What are TravelClients Trying to Achieve? How do customers hear about their business for the first time? Word of mouth, TV, social, search, blogs, etc. Awareness Do they have competition and what factors help consumers choose? Online research, friend recommendations, YouTube videos, etc. Consideration Where do sales happen? Online, offline, phone, lead gen? Sales Loyalty Do they leverage loyalty programs or social for advocate programs? Email, social, CRMs, programs, clubs, etc. Think with Google Travel Path to Purchase
- 3. The APAC TravellersPath to Purchase APAC TNS Travel Accommodation Study - July 2013
- 4. sites are visitedbefore booking vacation 38
- 5. Most Travel SiteVisits are Made 1 Week Prior to Booking 5 weeks out 4 weeks out 2 weeks out 1 week out week of booking 3 weeks out 2.5 visits 3 visits 3.4 visits 5.2 visits 6.9 visits 15.5 visits Note: read as the average booker makes 15.5 visits to travel sites in the week leading up to the vacation package booking, on PCs only. Expedia Media Solutions, “The Traveler’s Path to Purchase” conducted by Millward Brow Digital, 2013
- 6. Mature Markets inParticular, Many Travellers Use Only Online to Plan APAC TNS Travel Accommodation Study - July 2013 57% use only online 42% use only online 14% use only online 12% use only online28%use only online APAC
- 7. What are TravelClients Trying to Achieve? Emerging market travellers consult more sources than mature markets APAC TNS Travel Accommodation Study - July 2013 2 sources 3 sources 5 sources 5 sources
- 8. APAC Travellers useOnline Primarily to Compare Products, Prices and Features APAC TNS Travel Accommodation Study - July 2013 20% Get ideas / inspiration 15% Discover relevant brands 65% Compare products, prices, features 26% Look for opinions and reviews 21% Look for offers and coupons 6% Watched relevant videos online
- 9. Videos Bring Lifeto Travellers’ Destination Dreams APAC TNS Travel Accommodation Study - July 2013 have seen a video about their destination of emerging market travellers 52% of mature market travellers 36%
- 10. And Emerging MarketTravellers are the Most Strongly Influenced by Video Content APAC TNS Travel Accommodation Study - July 2013 that online videos strongly influence their decision on what accommodation to choose in emerging markets 80% agree that online videos strongly influence their decision on what accommodation to choose in mature markets 70% agree
- 11. Almost 5 in10 Emerging Market Travellers use a Smartphone to Plan their Next Stay APAC TNS Travel Accommodation Study - July 2013 46% 24% 33% 18% Emerging markets Mature markets used Mobile used Tablet used Mobile used Tablet
- 12. Travellers Consult DirectWebsite as Frequently as OTAs on their Smartphones APAC TNS Travel Accommodation Study - July 2013 Mature market travellers who used smartphones: used search engines47% Emerging market travellers who used smartphones: used direct websites20% used OTA sites or apps22% used search engines46% used direct websites32% used OTA sites or apps 32%
- 13. Online is theMost Used Channel for Booking Hotels in Mature Markets in APAC APAC TNS Travel Accommodation Study - July 2013 57% 41% emerging mature 66% 53% emerging mature Emerging markets still have room for growth Book accommodation online Intend to in the future
- 14. In APAC, OnlineHeavily Influences the Purchase of Flights APAC TNS Travel Accommodation Study - July 2013 17% Research online before purchasing offline Purchased online 78%
- 15. Most APAC TravellersStart Research about Flights DAYS or WEEKS before Purchase Moments before purchase Hours before purchase Days before purchase Weeks before purchase Months before purchase More than months before purchase 13% 11% 24% 25% 15% 3% 80% of APAC Travellers use Search Engine
- 16. People are Lookingfor Hotels Online Google Internal Data 5 Billion Queries over the last 12 months in APAC +30% 3 star hotels
- 17. USA Australia Great Britain France Germany Russia Japan Singapore Canada Malaysia Thailand Spain Italy India Netherlands Korea Hong Kong Indonesia Philippines Switzerland Top20 Inbound Countries Based on Search Queries Japan Australia China Spain Indonesia United Arab Emirates Philippines Brazil Korea Belgium Top 20 Outbound Countries Based on Search Queries Hong Kong USA Thailand Singapore Germany Malaysia Great Britain Cambodia Italy France Vietnam
- 18. Travel Seasonality forFlights & Hotels Google Internal
- 19. Travel Search QueriesBreakdown Google Internal Vietnam