digital travel trends: from dreaming to booking

DIGITAL TRAVEL TRENDS:
FROM DREAMING TO BOOKING
NIKKI BURMASTER, DIGITAL MEDIA PLANNER
CAROL QUINN, ACCOUNT SUPERVISOR
KARSH HAGAN
TOP TRENDS OF THE DAY
•  Digital carries more weight than
traditional media in inspiring travel
•  Travel is a multi-screen activity,
and travelers often use multiple devices
to complete a task
•  Travel videos inspire vacations
and influence destination decisions
2
+20% YOY
-2% YOY
+5% YOY
3
RESEARCH, VALUE, FAMILY TIME
ARE IMPORTANT TO TRAVELERS
66%
68%
I plan to spend more time
shopping around/researching
before booking travel because
finding value for my money is
important to me
I generally begin researching
online before I decide where
or how to travel
vs. 65% in 2012
49%
I plan to travel more
frequently with my family
in the coming year
vs. 46% in 2012
4
INTERNET RIVALS FRIENDS + FAMILY
FOR TOP SOURCES OF INSPIRATION
Family, friends or colleagues
62%
Internet
61%
TV
39%
Magazines/Newspapers
30%
Informational brochures
25%
Books
17%
Travel agents
9%
Radio
9%
Travel groups
800 or toll-free number
8%
4%
Other
7%
Do not use any sources
7%
5
INTERNET > TRADITIONAL MEDIA
IN INSPIRING TRAVEL
Importance of Sources for Inspiring Travel
(Extremely/Very important)
Family, friends or colleagues
82%
Internet
82%
70%
Travel agents
800 or toll-free number
68%
Informational brochures
67%
Travel groups
67%
59%
Books
TV
55%
54%
Magazines/Newspapers
6
Radio
48%
INTERNET IS THE TOP SOURCE
FOR TRAVEL PLANNING
Travel Planning Sources
80%
Internet
Family, friends, or colleagues
49%
Informational brochures
28%
TV
18%
Magazines/Newspapers
18%
Travel agents
14%
Books
14%
800 or toll-free number
Travel groups
9%
7%
Radio
5%
Other
5%
7
Do not use any sources
6%
TOP ONLINE SOURCES USED
Search engines
60% Hotel websites
58% Airline websites
47% Online travel agency
47% Map sites
43% Travel review sites
40% Travel search sites
37% Destination-specific sites
33% Car rental websites
27% Daily Deal sites
22% Social networking sites
20% Travel planning sites
19% Online video sites
18% General discount sites / web groups
15% Cruise operator websites
13% Cruise search sites
13% Tour operator websites
Other
8% 3% 8
58% OF LEISURE TRAVELERS RELY
ON ONLINE SOURCES AT DESTINATION
Top Sources Used for Activity/Excursion Decisions
42%
Brochures/Books in my room/house
Destination website/app
41%
Walking around destination
41%
31%
Concierge/staff at accommodation
Other people on trip
27%
Accommodation website/app
25%
22%
TV in my room/house
Other travel websites/apps
Online videos
21%
14%
9
MULTI-SCREEN
10
11
12
13
14
15
16
TRIP PLANNING DEVICE USAGE
88%
53%
70%
17
47%
of travelers who
looked for
destinations to visit
or vacation ideas,
started on
one device …
… and
completed
the activity
on another
18
ADS ON SMARTPHONES
MAKE PEOPLE…
•  Source: Google Multiscreen Travel,
68% ofJune
travelers2013.
recall ads
Google and Ipsos MediaCT,
Remember
You
Take Action
viewed on smartphones
(compared to 59% on desktop)
71% of travelers who saw ads took an
action after viewing an ad on a smartphone
(compared to 63% on desktop)
OF THOSE WHO TOOK ACTION:
25%
Clicked the ad
24%
Visited the advertiser
website
30%
Looked for more
information on that
device
20
MOBILE TRAVEL SITES STILL HAVE
ROOM TO IMPROVE
Speed Design AcBon “I’d say speed is key. I “I wish the websites “I would use [my tablet] for want the sites I use on my would change their look or everything if it was more phone to be fast” formats to be more suited compaBble with sites I to tablet and phone use" frequent” 21
ONLINE VIDEO
22
23
BY 2017, DIGITAL VIDEO WILL BE
MORE POPULAR THAN SOCIAL
NETWORKING
24
ONLINE TRAVEL VIDEO USAGE
IS INCREASING
51%
of travelers watch
online travel videos
(up from 45% in 2012)
25
TRAVELERS WATCH VIDEOS
THROUGHOUT TRIP PLANNING
When thinking about taking a trip – 64%
When choosing a destination – 63%
When looking for ideas of things to do at a
particular destination - 65%
When deciding
on accommodations – 52%
When deciding which
website to book on - 29%
26
TRAVEL VIDEOS INSPIRE
AND INFLUENCE DESTINATION
Inspired me to think about planning a vacation
60%
Influenced where I have decided to travel
58%
Prompted me to visit the website of the
advertiser
Encouraged me to consider the brand that was
being advertised
Introduced me to a travel brand/company I
wasn't aware of
49%
46%
42%
27
TRAVELERS WATCH ALL TYPES
OF TRAVEL VIDEOS
62%
Videos from hotels, airlines, cruises, tours, etc.
59%
Trip reviews from experts
57%
Videos from travel-related channels
55%
Trip reviews from people like me
48%
Videos made by people like me
42%
Commercials/ads from companies/brands
37%
Videos by friends and family
28
29
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BUT THEY ALSO WATCH A VARIETY
OF OTHER ONLINE VIDEOS
Top 10 Types of Videos Ever Watched Online
(Leisure and Business Travelers)
63%
63%
62%
59%
58%
Movie clips
and trailers
Full-length
TV shows
Music
News
Humor
55%
55%
48%
48%
45%
Food
Weather
Celebrity
Sports
Full-length movies
31
WHAT CAN YOU DO?
32
DIGITAL: DISPLAY
•  What we already know
–  Targeted + Scalable + Customized + Efficient
–  Pinpoint messaging
•  New considerations
–  Value from media partners
•  Production of Ad Banners – SAVES $$
–  Networks
•  Scale + Retargeting + Transparency + Brand Safety
–  Niche segments
•  Couples, Girlfriend/Golf Getaways, LGBT, Millennials
33
MULTI-SCREEN
•  User experience
–  Is your site ready?
–  Responsive design
•  Consider hyper-geo-located campaigns
•  Tailor email campaigns to all screens
–  Lowest common denominator
34
ONLINE VIDEO
•  Leverage your existing TV/video assets
•  Curate your videos
•  What helpful information are you giving people?
•  Snackable content
•  Consider Google TrueView
• 
• 
• 
• 
Pay-per-view model
No minimum spend
Robust targeting
Precise geotargeting
35
QUESTIONS?
36