2 - Maxlead

Customer Journey: Travel
Consumer Journey for Travel Products
Netherlands, Q2 2012
1
Management Summary
Researching & purchasing (for booking a holiday as defined on slide 4)
•
•
•
•
71% of the holidays are booked online
94% of all holiday buyers do online research before purchase.
86% of all offline holiday buyers do online research before purchase.
On- and offline buyers are very similar in behaviour, online is important in both groups.
ACTION: Attribution model needed to assess impact of online channels on offline purchase.
Research process
• The average process starts with selecting a country, then location and after that comparing a hotel at different retailers or
comparing multiple hotels at one retailer.
• Aggregators and Search play an important role in the early stage of the research process.
• Offline bookers on average do 12.4 search navigations using 5.6 different queries (for online bookers this is 17.1 search navigations
using 7 different queries)
• 61% of the search keywords used are generics.
• Generics keywords are most prominent both in the beginning and the end of the research process.
ACTION: More attention for device queries in search advertising.
Broadening the scope of the last click model
•
•
•
•
Offline bookers do on average 92 days research before booking and offline bookers 83 days.
In the above period offline bookers on average do 52 relevant online actions and online bookers 59.
In the first half of all research actions, 68% of the retailer consideration set is fixed.
So consumer research takes a long time and critical decisions are made in early stages of the research process, for which you don’t
account when steering on direct conversion.
ACTION: Attribution model needed to quantify impact of touch points in early orientation phase.
2
Study scope: Getting insights in the customer journey
With the rise of the internet, consumer behavior has become less predictable and is often no longer completely reflected by using
the classic brand funnel that uses self claimed behavior. In this study questionnaire data is combined with passively measured
behavior in order to derive detailed insights into consumer orientation behavior.
Research questions answered in this deck
3
1
How do new consumers behave online and offline in their journey towards a travel purchase?
2
What information sources do they use? (Search/comparison sites/retailer/provider etc.)
3
How long is the journey and what is the order of events?
What is a booker?
Definition booker
Everyone who booked a holiday and
matches the following criteria:
Scope
Focus area
Around
focus area
Rest of Europe
Outside Europe
91%
2%
4%
3%
• Booked between 1 June and 30
November 2011
• Departure in 2011
• Booked travel and stay
• Travel by plane
• Duration holiday ≥ 5 days
• To one of the countries in the focus
area (red)
The focus area are countries to which people booked a holiday, with ‘around the focus area’ included in the
orientation process. Together this scope comprises 93% orientation behaviour, only 7% of the orientation
behaviour of ‘bookers’ takes place elsewhere in the world.
4
Can consumers reflect on their purchase behavior?
25%
10x
~ 2/3
About a quarter of travel
Bookers consider ten times
After the purchase bookers
bookers don’t know they’re
more brands than they
forget two third of the brands
going to book a holiday
expect upfront
they considered
3 months before purchase
Tracking of real behavior is needed
5
Media Efficiency Panel (Single source panel)
Purchase, intentions and behavior measured from the same individuals
Consideration,
Preference,
Purchase
& Store visits
Psychographic
6
Passive
Online media
behaviour
Personal
Demographic
Browser Plug-in installed for 15.000 households
Continuously measures and stores all online behavior since June 2010
 URLS
 SEARCH QUERIES
 SEARCH RESULTS
 SEARCH ADS
 CLICKS (AD & OTHER)
 DISPLAY ADS
 CONTENT / KEYWORDS
 VIDEOS
 PRE ROLLS
7
71% of the holidays are booked online.
86% of the offline bookers researched online before booking offline.
94% of all purchasers researched online before booking.
Research Online, Booking Offline
Research…
Booking…
All bookers
Online
Online
Online
&
Offline
Offline
38%
31%
2%
53%
Offline
44%
10%
35%
15%
86%
51%
46% Online
71%
purchases
3%
4%
14%
100%
29%
100%
N = 207
Sample: Bookers
48%
94%
46%
6%
Examples of offline orientation: Friends/family, travel agencies, brochures and travel books
• Research online: questionnaire (Q26 = Internet) and/or registered online research (software GfK MEP panelists)
• Research offline: questionnaire (Q26 ≠ internet)
• booking online: questionnaire (Q23 = booked via internet or e-mail)
• booking offline: questionnaire (Q23 ≠ booked via internet or e-mail i.e. in store, by phone)
8
100%
In general on- and offline bookers do not differ much
The vast majority of online and offline bookers, do online research. Online bookers spend
more time and actions on the online orientation process, but the overall process takes
place in a narrower time span than offline bookers.
Offline booker
Online booker
86%
97%
Online orientation
Online orientation
52
39%
59
52%
Search (reach)
Online actions4
Search (reach)
5.6
12.4
7.0
17.1
Ø number of
search queries
Ø number of
search navigations
Ø number of
search queries
Ø number of
search navigations
92 days
4.4 hours
83 days
5.5 hours
Duration
Time spend online
Duration
Time spend online
Online
actions4
€
€
~ € 815
~ 9 days
~ € 650
~ 10 days
Ø cost per person
for holiday
Ø duration of
a holiday
Ø cost per person
for holiday
Ø duration of
a holiday
N = 59 (*N=51)
9
N = 148 (*N=125)
Sample: Bookers
* Sample: Bookers who used
internet during their
orientation, travel agency
visits excluded
Orientation process is quite uniform
People tend to look for a country first, then for location and then compare a hotel at
several retailers OR compare different hotels at one retailer.
Retailer visit
Aggregators and Search play a large role in these early phases
10
21
20
19
18
17
16
15
14
13
7
12
11
8
Folder
1
6
5
6
4
2
Comparing a hotel
at several retailers
Triggered?
7
3
9
21 visits
8
5
4
3
2
1
Brand
Search
11 visits
Looking for a2country
2
Looking for a 1location
1
Website
Visits
4 visits (twice same keyword in one session)
2
1
Posting/
liking
2 visits
Triggered?
Comparing different hotels
at one retailer
1
1 visits
Start
Purchase
= Paid advertising
= Kopstelling promo
10
Last click scope is too narrow
The last click model focuses on the last phase of research, whilst online also plays a big
role in the early stages of orientation.
Retailer
28
33
32
31
30
26
24
22
14
20 19
29
27
25
23
18
17
16
12
9
6
4
1
15
21
13
11
10
8
7
5
3
2
14
13
14 visits
Search
Aggregator
33 visits
12
11
10
9
8
7
6
Last click scope
based on
30 days cookie window
33
222
44
5
4
3
2
1
1 1
Air
6 visits
1 visit
Destination
1
• 68% of retailer consideration
set is fixed in first half of all
orientation actions
2
• 67% of all unique actions are
fixed in the first half of all
orientation actions
1
2 visits
Start
N = 190
Sample: Bookers, who used the internet during their orientation
11
Booking
The steps
1. Define the sequence of visits. Which type of website (i.e. retailer, aggregator)) was in
general closest to the moment of the booking.
2. Define the average number of visits per type of website (i.e. retailer websites)
3. Show the sequence for the average number of visits per type of website.
4. Specify websites per type and mark visits to the same website with the same colour
Last click scope is too narrow – average booker
The last click model focuses on the last phase of research, whilst online also plays a big
role in the early stages of orientation.
Same color represents visit to same retailer
Retailer
28
33
32
31
30
26
24
22
14
20 19
29
27
25
23
18
17
16
12
9
6
4
1
15
21
13
11
10
8
7
5
3
2
14
13
12
11
10
9
8
7
6
5
4
3
2
1
14 visits
Search
Aggregator
33 visits
44
33
222
1 1
Air
6 visits
1 visit
Destination
1
• 68% of retailer consideration
set is fixed in first half of all
orientation actions
2
• 67% of all unique actions are
fixed in the first half of all
orientation actions
1
2 visits
Start
N = 190
Sample: Bookers, who used the internet during their orientation
12
Booking
The steps
1. Define the sequence of visits. Which type of website (i.e. retailer, aggregator)) was in
general closest to the moment of the booking.
2. Define the average number of visits per type of website (i.e. retailer websites)
3. Show the sequence for the average number of visits per type of website.
4. Specify websites per type and mark visits to the same website with the same colour
Family Van Zon – Clickstream of a real booker (most average booker)
Retired couple, beach holiday for 2 to Spain, online booker, booked @ Neckermann, slow decision-makers.
49 actions on vacation related websites, divided in: 11 retailers (33 visits), 8 aggregators (10 visits) Google (2 search
queries) and 2 air websites (4 visits)
Same color represents visit to same retailer
27
25
23
21
15
13
7
Retailer
29
32
30
26
24
22
20
18
10
8
6
4
2
8
10
9
10 visits
6
5
7
3
Air
4
Destination
4 visits
1
hotel Rose mar
carden in spanje
Solmar tours
2 visits
2
4
Search
Aggregator
33 visits
2
3
1
Different destinations, accommodations and travel organizations
One accommodation, different travel organizations
0 visits
Week 18
Day 129
13
Week 10
Week 6
Week 4
◄ Time before booking
Week 3
Week 2
Week 1
Family Huisman– Clickstream of a real booker (average search user)
Couple without kids, relax holiday for 2 to Greece, online booker, booked @ Oad, medium decision-makers.
53 actions on vacation related websites, divided in: 11 retailers (30 visits), 5 aggregators (8 visits), Google (10 search
queries) and 4 destination websites (5 visits)
Same color represents visit to same retailer
Retailer
29
27
25
18
30
22
28
26
21
24
17
15
13
9
20
12
19
16
7
3
11
14
10
8
Aggregator
30 visits
8
6
5
3
2
1
7
Search
8 visits
4
Last
minutes
griekenland
Last
minute
griekenland
Last
minutes
griekenland
Ross
Last
vakantie
minute
griekenland griekenland
Last minute
zuid kreta
Experia
vakanties
griekenland
Malta
vakantie
Oad.nl
kreta
Air
10 visits
Last
minute
griekenland
Destination
0 visits
5
4
14
1
2
5 visits
Week 14
Day 99
3
Week 9
Week 6
Week 3
◄ Time before booking
Week 2
Website visits: retailers and aggregators play a prominent role in the
orientation process
Offline bookers
Visited relevant website
Number of websites visited – website visitors
Ø Number of different websites visited
Total
21.4
Retailer
5% 11%
12.2
Aggregator
0
2-4
20%
17%
6.3
1
5-7
13%
12%
8+
52%
19%
15%
38%
85.1%
Air
Destination
43%
1.1
36%
1.9
N = 59
26%
22%
N = 50
28%
26%
16%
N = 50
Online bookers
Visited relevant website
Ø Number of different websites visited
Total
Number of websites visited – website visitors
20.4
Retailer
11.9
Aggregator
6.1
0
3% 11%
14%
1
14%
16%
2-4
5-7
14%
21%
8+
59%
15%
34%
85.2%
N = 148
Sample: Bookers
15
Air
1.1
52%
Destination
1.2
52%
N = 125
N = 125
Sample: Bookers who visited websites during their online orientation
25%
19%
17%
25%
4%
Search: 50% of all bookers used Search during their online research
process, generic keywords are important.
All bookers
Used Google search
Total
3.7
Accommodation
N = 221
Travel org
0
6.6
Generic
50.0%
Number of search queries – Google search users
Ø Number of search queries
23%
1
2
20%
19%
47%
1.9
3
17%
66%
0.5
4+
9%
10%
29%
6%
20%
13% 0%
1%
Accommodation/generic
0.2
83%
15%
Travel org/generic
0.2
84%
12% 2%
2%
0%
Travel org/accommodation
0.1
All
0.0
94%
99%
N = 113
N = 113
Online and offline bookers show similar search behavior and have therefore been aggregated.
Sample: Bookers
All search queries are always matched in combination with a destination.
16
20%
Sample: Bookers who used search during their online orientation
Back button use excluded.
1%
1%
0%
4%2%
1%
In the travel market, besides the destination, Search is very generic.
Bookers don’t tend to combine different types of keywords in one search query.
All bookers
2%
0%
3%
8%
Generic
Accommodation
Travel org
Travel org/ Generic
26%
Accommodation/ Generic
61%
Travel org/ Accommodation
Travel org/ Accommodation/ Generic
Sample: Bookers who used search during their online orientation
All search queries are always matched in combination with a destination.
17
Category
Example
Generic
Vakantie Turkije
Accommodation
Hotel Turkije
Travel org
Thomas Cook Turkije
Travel org/Accommodation
Thomas Cook Hotel Turkije
Accommodation/Generic
Hotel vakantie Turkije
Travel org/Generic
Vakantie Turkije Thomas Cook
Travel org/Accommodation/Generic
Vakantie Turkije Thomas Cook hotel
Both in the beginning and the end of the customer journey,
generic search terms are most prominent.
First search
Last search
Generic
Accommodation
Accommodation/ generic
Generic – 50%
Generic – 58%
Accommodation – 26%
Accommodation – 25%
Travel organisation – 24%
Travel organisation – 17%
N= 113
Sample: Bookers, who used search during their online orientation.
18
Travel org
Travel org/ generic
Travel org/ accommodation
Travel org/ accommodation/ generic
Booking
The top 10 keywords contain only generic and accommodation keywords.
Only a third of the bookers used ‘vakantie’ in a search query.
Vakantie
34.0%
Last minute
15,2%
Resort
13.1%
Hotel
8.8%
Villa
8.2%
Eiland
7.7%
Bus
Zee
Bezienswaardigheid
Temperatuur
6.4%
3.3%
2.7%
2.1%
N= 113
Sample: Bookers in M1 or M2, used search up to 6 months before booking (used black-out period of 21 days)
All search queries are always matched in combination with a destination.
The above ranking is determined by looking at whether these keywords appear at any point in a travel related search query
19
Appendix
20
The online research process of online bookers takes more often
1-5 weeks, while the offline bookers research for 6-10 weeks.
Offline bookers
Online bookers
Ø 92 days
Ø 83 days
33%
27%
25%
25%
21%
19%
15%
15%
11%
8%
1-5 weeks
6-10 weeks
11-15 weeks
16-20 weeks
> 20 weeks
N = 51
For 21% of the offline bookers the online research
process takes 1 to 5 weeks. 27% researches more than
20 weeks before booking a holiday.
Sample: Bookers, who used the internet during their orientation
21
1-5 weeks
6-10 weeks
11-15 weeks
16-20 weeks
>20 weeks
N = 125
33% of the online bookers researches 1 to 5 weeks
before booking a holiday. 25% of them needs more than
20 weeks to make a decision.
Online bookers do on average more online actions than offline bookers.
The pattern of actions is almost similar.
Offline bookers
Online bookers
Ø 52 online actions
Ø 59 online actions
37%
34%
24%
19%
10%
8%
12%
10%
15-29
30-44
45-59
60-74
75-89
90+
N = 51
Offline bookers do on average 52 actions during their
online orientation process.
Sample: Bookers, who used the internet during their orientation
22
12%
7%
5%
jan-14
11%
jan-14
15-29
30-44
45-59
7%
6%
60-74
75-89
90+
N = 125
On average online bookers do 59 actions during their
online research process.
Research Set-up
Internet usage (software)
Software installed on panelists PC’s.
Offline behaviour (questionnaire)
Panelists (with the software) were invited for an online
questionnaire, twice.
Continuous registration of:
• Websites (url’s) visited
Three main questions:
• Time spent on websites
1. Do you intend to book?
• Google search queries
• Much more
A list of relevant websites1 and Google search queries2 was
defined together with Thomas Cook, Netsociety and Google.
This relevant website and search queries data was extracted
from the continuous registration database and constituted the
database used for analyses.
Queries were always matched in combination with one of the
16.000 relevant destinations.
Wrong spelled keywords were added (e.g. vacantie), as
these clearly indicate a relevant search.
23
•
Which travel organisations do you expect to consider?
•
Which travel organisations will you prefer?
2. Did you book?
•
Which travel organisations did you consider?
•
Which travel organisations did you end up booking?
3. Did you visit a travel agency? And/or orientate offline in
an other offline way i.e. brochures by mail etc?
Research Sample & Period
Internet usage (software)
Search and
Website
behaviour
Funnel
Analyzed period
December 2010 –
November 2011
April –
September 2011
Sample size (response)
8500+
Non-bookers or outside the
area
Bookers within
Mediterranean area
8353
Offline bookers
Online bookers
59
148
(14 unknown)
Offline behaviour (questionnaire)
Measured
Survey-2 (M2)
9-19 September 2011
12-27 December 2011
booked in September –
November
booked in April - August
3500+
Analyzed period
Intention to buy next 5
months
221
Sample size
(response)
Net response
Survey-1 and Survey-2
N = 5752
N = 4397 (76%)
N = 4696
N = 4177 (89%)
All active* MEPpanelists
All active* MEPpanelists that were in
survey-1. Completed
with those active MEPpanelists not in survey
1.
See table left (Search and
website behaviour) for subsamples.
Sample composition
Sample composition
Survey-1 (M1)
All active respondents
during Q2/Q3 2011
*M1: Three conditions that define active:
1. Registration of online behavior at least once per month
2. For three months in the period April – August
3. In any case active in April
*M2: Three conditions that define active:
1. Registration of online behavior at least once per month
2. For two months in the period August - November
3. In any case active in October
24