The New Always-Connected

Travel Consumer

CTO Forum, London,

3rd November 2013

Gina Baillie, GM, EyeforTravel Ltd.

@anigba

The 5 Stages of Travel

Travel stages courtesy

of Google Inc

Mobile is powering bookings…

45.3% of travelers surveyed would

make a last-minute booking on a tablet

up to a week before travel, while

43.8% would do so on a mobile

Source: EyeforTravel’s Social Media & Mobile in Travel

Distribution Report 2013

@anigba

Mobile Budgets Are Increasing

In 2013, 57.3% of travel brands

surveyed planned to increase

mobile spend…

…..versus 52.3% in 2012

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Mobile leads to new customers

In the first 2 months after

the launch of its iPad

app, Jetsetter saw over

250,000 downloads and

7,000 new customers

Savvy travel brands ARE making

money from mobile

• In 2011 InterContinental Hotels Group (IHG)

had seen revenues from mobile rise from $1

million to $10 million in just 12 months

• By the end of 2012 mobile revenues hit $330

million

• In 2013 it’s hitting $40million per month

Where are

travel

marketers

spending their

mobile

budgets?

@anigba

@anigba

Wide cultural variances

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Attitudes vary by country

50% of Dutch

40% of French

40% of Brits

35% of Americans

29% of Germans….

….would not book travel via a

smartphone

EyeforTravel Ltd. @anigba

Trend for last minute

• Google reported that 41%

of last minute queries to

airline websites were via

mobile devices

• For hotels, 33% of last

minute queries were via

mobile devices

@anigba

Germans still like to book early….

62% of Germans will book via a tablet a month or more in advance with just 7% booking on the day

Whereas in France…

53% would book a month or more in advance and 10% would book on the day

2 consumer comparisons

German travel consumers

• Don’t like to book last minute (even via a mobile)

• Most likely to use a mobile device whilst on holiday compared to other nations

• 39% want to check-in via their mobile

• Slow loading times (33% significant impact) and negative reviews were strongest deterrents to booking (30%)

• 43% don’t share travel plans with friends/family via social media

Dutch travel consumers

• Higher aversion to booking via a smartphone (50% - often citing security/payment as a concern) but are much less averse to booking via a tablet

• Prefer to use mobile for map function (43%) and reviews (44%)

• Hidden costs (56%) and slow load times (42%) biggest deterrents to booking

• They like to be able to compare deals (62% said this would mean more likely to book)

• Less social with 55% never share travel plans with friends via social media

How much do

consumers want to

spend?

Of those willing to spend on mobile,

the majority felt comfortable

purchasing up to a value of €600

via mobile

@anigba

Mobile is not just about

bookings….

…your customer is looking to interact

with your brand via mobile

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Travel is by definition mobile –

and social!

30% of Brits and 37% of

Americans like to share

their travel experience

via social media during

their trip

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Mobile-originated

content is dominating the

social media space.

Short videos,

photography and micro-

blogging can add real

value to your proposition

@anigba

‘Social media and mobile are not two entities to be worked on separately. They are part of a multichannel consumer environment and must always be considered in terms of their impact across all channels’

Source: EyeforTravel’s Social Media & Mobile in Travel

Distribution Report 2013

@anigba

SoLoMo - Integrate your mobile

and social strategies!

Gatwick airport uses a

Social, Local and Mobile

approach

They have a presence

across Facebook, Twitter,

Foursquare, Soundcloud,

and Instagram

The result? • 50% of passenger enquiries at Gatwick are now

via their mobile site

• The size of their Facebook community has ballooned to 42,700 fans

• Over 100,000 check-ins at Foursquare locations, 40,000 offers claimed

• First airport worldwide on Instagram – 3,125 followers , 4,500+ images tagged #gatwick or #gatwick airport

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Data is becoming social media’s key

unique selling point for travel brands as

the consumer information available is

vast and highly useful…

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Wearable Technology opens up

exciting new opportunities for

destinations…

http://www.youtube.com/watch?v=Vo96VxzM_4A

With thanks to Robert Patterson, VP of Social Media & Influencer Marketing MMGY Global

Tourism Victoria – The Remote Control

Tourist

http://www.youtube.com/watch?v=hQ5PSCNFHq8

@anigba

To conclude:

• Social Media, Mobile, Tablet and (shortly) wearable technology are opening up a wide range of new and exciting opportunities to engage the new always connected customer

• It’s not all about bookings – but driving awareness, engagement and loyalty is important

• European attitudes to privacy, security and technology vary so watch out

Thank You!

Gina Baillie

GM

EyeforTravel Ltd.

+44(0)207 375 7197

gina@eyefortravel.com

@anigba