Hitwise Travel Webinar: On the Road Again

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On The Road Again: Insights on the Online Travel Market

May 25, 2011

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Intro & Agenda

Key Trends & Emerging Websites

Drivers of Traffic

Search Behavior – Road Trips & Vacations

Global Search Behavior – Top US Destinations from Other Markets

Key Takeaways

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Key Trends & Emerging Websites

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Overall Current Travel Landscape Visits to Travel websites down 4% YoY

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Searches for Gas PricesConsumer interests naturally rise with cost

Source of gas price information: Energy Information Administration

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Search Behaviors for Gas PricesConsumers tend to be concerned with local markets

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Searches for Gas PricesPrice sensitivity varies by state

Source of gas price information: AAA and OPISNET

Source of gas price information in Ohio: Gas Buddy

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Specificity in “Gas Prices”Web-users become specific about looking for cheap local gas

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Traffic to US CVBs and STOs is RecoveringFollowing a depressed 2010 season, share is up

+ 10% YoY

-3% YoY -13% YoY

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Geography for Myrtle Beach CVBMore local visitors, capitalize on proximity

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Growth in Travel Flash Sales New channels to distribute distressed inventory

+498%

+1025%

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Attractive Demographics of Travel Flash SalesOver-indexes with older, more affluent audience

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Drivers of Traffic to Travel Websites

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Consumer Behavior Largely UnchangedSearch & Cross-Shopping drive highest share of traffic

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Cross-Shopping BehaviorHighest overlap between airlines & OTAs

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Key Drivers of TrafficAirlines & cruises most active with social networks

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Key Drivers of Traffic to Maps & Road Guides Search even more critical to attract visitors

Search Engines 46%

Business & Finance 8%

Shopping & Classifieds 7%

Social Networks 6%

Travel 6%

Other 27%

Sources of Traffic to Maps & Road Guides, April 2011

36%

4%

4%

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Search Behavior –Road Trips & Vacations

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Demographics of Driving Direction SearchersMajority are older with mid HH income

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Geography of Driving Direction SearchersHeavy concentration in middle America & east coast

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Searches for Driving Direction & Road TripsHighly branded but significant content opportunities

Road Trip

Across

America

San Francisco

to San Diego

Road Trip

Driving Trip

Tennessee

South Carolina

Virginia

Road Trip to

Sedona

Road Trip from

Michigan to

Tennessee

Denver to

Yellowstone

Road Trip

Road Trip from

Ohio to Florida

California

Coast Road

Trip

East Coast

Road Trip

Perfect Road

Trip in Missouri

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General Interest in “Myrtle Beach” GrewTargeting cold weather markets proved fruitful

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Searches for VacationsFor Family Vacations, “All Inclusive” Trumps “Cheap”

NB Excludes

“family”,

“vacation” and

“vacations” –

these are

overwhelmingly

the top terms

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“Family” Travel Search TrafficPublishers win majority, but opportunities for better optimization

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Adult & Romantic Vacation/Getaway SearchesRomantics Stay Local for Their “Getaways”

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Search Term Variations for Honeymoons“Honeymoon” Searches Peak with “Wedding” Searches

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Search Term Variations for Honeymoons“Packages” are tops

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Search Term Variations for HoneymoonsUSA is most searched destination

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Visiting the US – Destination Trends from Australia, Brazil, Canada, France & UK

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Importance of Travel and Seasonality by MarketAustralians are consistently interested in travel

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Canadian Interest in US Travel DestinationsWarm weather and Canadian sites

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Brazilian Flight Searches to US Miami & Orlando are the main destinations

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Brazilian Searches for US DestinationsDisney & Orlando Theme Parks dominate

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UK Searches for US DestinationsHoping for „fun in the sun‟

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“Voyages” – The French MarketBright lights, big cities are key interests

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Reaching International MarketsBi-lingual content for French and Brazilian Markets

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Australian Flight Searches to USHawaii & Los Angeles are popular flight choices

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Australian Searches for US DestinationsVegas baby, Vegas!

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Key Takeaways

Monitor consumer concern about gas prices & other economic indicators to understand impact on travel decisions.

Identify opportunities to capture foreign travel dollars by offering content around popular destinations in additional languages, local search engines & alternate payment options.

Search & cross-shopping remain key – consumers are going to many places for travel information, so provide compelling content to develop the relationship:

► Partner with theme-focused websites to benefit from their SEO efforts.

► Think about the language – “romantic getaways” vs. “family vacations”.

► Consumers love lists! Offer content that highlights the „top‟ and „best‟ of a destination.

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