Consumer insightsAnalysis from 8,400+ online travel consumers, detailing their preferred methods of interacting, researching and booking with travel companies

Market Data AnalysisUnique data insights from suppliers and intermediaries on strategic planning to ensure you make the right investment decisions for your brand

Case studiesExclusive interviews and insights from pioneering travel brands and thought leaders

Travel Consumer Report, 2012-13

Unique consumer and market insights to make the right decisions to drive success for your brand in the cut throat online travel industry

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travel Consumer report, 2012-13 | 2

authormarie Gethins

Piers French Research Manager

disclaimerThe information and opinions in this report were prepared by EyeforTravel (FC Business

Intelligence) and its partners. FC Business Intelligence has no obligation to tell you when

opinions or information in this report change. EyeforTravel makes every effort to use

reliable, comprehensive information, but we make no representation that it is accurate

or complete. In no event shall EyeforTravel (FC Business Intelligence) and its partners be

liable for any damages, losses, expenses, loss of data, loss of opportunity or profit caused

by the use of the material or contents of this report.

no part of this document may be distributed, resold, copied or adapted without

eyefortravel’s prior written permission.

© EyeforTravel © 2012

Travel Consumer Report, 2012-13

Unique consumer and market insights to make the right decisions to drive success for your brand in the cut throat online travel industry

travel Consumer report, 2012-13 | 3

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Welcome

Dear Colleague

Thank you for your interest in this EyeforTravel report on the travel consumer’s booking and research patterns. I hope you find it as valuable as your peers who have reviewed and contributed to this document. Online travel distribution is undergoing great changes currently, with intense pressure on deciding where to invest marketing and sales budgets. Ultimately, the key determinant is what provokes their interest or drives consumers to purchase travel from a specific travel brand. To answer this, EyeforTravel commissioned consumer research in five major travel markets - surveying 8,400 online travel consumers. This is combined with historic and current data on marketing expenditure and expert interviews with 20 travel executives. The accumulated expertise will better inform your strategies for the years to come. This report is only the beginning of the debate around online travel distribution. My thoughts have already turned to improvements for next year. Please get in touch if you’d like to be involved in future work, or if you have any suggestions for future topics and angles relevant to your business.

I look forward to speaking to you soon,

With very best wishespiers FrenchMarket Intelligence Manager | eyefortravel

Join the discussionLinkedin.com/in/piersfrench @eyefortravelfacebook.com/eyefortravelGlobal

5 STEPSBringing together six dedicated months of research, analysis & production giving you robust information, analysis and critical recommendations to help you stay one step ahead.

Methodology

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3

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1 � 25+ conversations – to determine the most critical needs of executives in that industry

� Survey of 100s of stakeholders, to ensure the focus re­ects the needs of the industry

� We work with expert authors

� 20 interviews with industry experts and a range of stakeholders

� Targeted survey to 8,400 online travel consumers

� Reviewed by a minimum of three industry experts to ensure the report contains only accurate information

� Weeks spent editing and reviewing the report by proofreaders and copy editors before being reimagined by designers

� Reviewed and then sent to your inbox

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Thought leadership

Where should you invest your valuable time and resources for maximum return?

For Travel executives trying to understand ROI potential for Social Media and

mobile campaigns. The report provides a focused and unparalleled insight

through interviews, case studies and research into the successful trends in the

world of Social Media and Mobile.

■■ Wide-ranging interviews with 20 leading travel and social media

brands

■■ exclusive case studies packed with social media and mobile best

practice tips

■■ how to get the most out of your social and mobile roi?

■■ and a step-by-step guide on how to measure roi

■■ more than 400 respondents to industry-wide survey across the us, europe and asia

Click here for more details

social media and mobile strategies for the travel industry 2011 (updated February 2012):

About EyeforTravelEyeforTravel Ltd is a leading global media company specialising in business intelligence for the travel and tourism

industry. Since 1997 it has produced world leading conferences, reports, webinars and news for senior executives in

the online travel industry.

With its international focus eyefortravel.com is a key information portal for the travel industry that caters to the

needs and interests of all online travel industry executives.

travel Consumer report, 2012-13 | 6

Acknowledgements

Thank you to all of the interviewees, peer reviewers and companies that contributed to the creation of this report. Without their support, this report could not have been made. 20+ in-depth interviews were held with companies that include: Expedia, TripAdvisor, FareCompare, HostelBookers, and Linkedin.

Additionally, a special thank-you must be reserved for the following individuals who contributed quotations directly:

Geoffroy de Becdelièvre | Founder and Chief Executive Officer of Planetveo.

Jeremie Catez | Regional Director of E-commerce of Accor/Novotel.

maxim el masri | Director Global Strategic Accounts of Expedia.

tony espinoza | Chief Executive Officer of CouchSurfing.

adam Goldstein | Co-Founder of Hipmunk.

paul hastings-Gayle | Head of Distribution of HostelBookers.

Jeremy Jameson | Vice President of Strategy and Alliances of FareCompare.

alan Josephs | President of Travesse Lifestyle Limited.

susan Kidwell | Practice Lead Customer Experience Strategy & Design of Amadeus.

laurie Kirschner | Head of Category Marketing Solutions at Linkedin.

Jonathan Kletzel | US Advisory Transportation/Logistics Lead of PwC.

Josiah mackenzie | Director of Partnerships & Business Development at ReviewPro.

mark mahaney | Internet Analyst of Citigroup Investment Research.

toby nicol | Communication Director of the World Travel & Tourism Council.

steven pinchuk | Founder/President of Profit Optimization Strategies.

Jared simon | Chief Operating Officer at HotelTonight.

Benjamin Wang | Research Manager of TripAdvisor.

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Welcome . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Thought leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

About EyeforTravel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Index of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Index of Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

1. Marketing budgets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

1.1 Prioritisation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

1.2 Direct vs. indirect sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

1.3 Sentiment on Supplier/Intermediary relationship . . . . . . . . . . . . . . . . . . . 32

2. Market overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

2.1 Online market optimism. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

2.2 Market activity: Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

2.3 Travel trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

2.3.1 Social Media and Mobile . . . . . . . . . . . . . . . . . . . . . . . . . . 41

2.3.2 BRIC emerging as a force. . . . . . . . . . . . . . . . . . . . . . . . . . 45

3. Consumer Research: an introduction . . . . . . . . . . . . . . . . . . . . . . . . . 47

3.1 United States . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

3.1.1 Country analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

3.1.2 Research funnel and booking process. . . . . . . . . . . . . . . . . . . . . 51

3.1.3 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

3.1.4 Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

3.2 France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

3.2.1 Country Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

3.2.2 Research funnel and booking process. . . . . . . . . . . . . . . . . . . . . 68

3.2.3 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

3.2.4 Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

3.3 Germany . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82

3.3.1 Country analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82

3.3.2 Research funnel and booking process. . . . . . . . . . . . . . . . . . . . . 86

3.3.3 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96

3.3.4 Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97

Contents

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3.4 United Kingdom. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100

3.4.1 Country analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100

3.4.2 Research funnel and booking process. . . . . . . . . . . . . . . . . . . . 104

3.4.3 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114

3.4.4 Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115

3.5 The Netherlands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118

3.5.1 Country analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118

3.5.2 Research funnel and booking process. . . . . . . . . . . . . . . . . . . . 122

3.5.3 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132

3.5.4 Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134

4. Initiatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

4.1 Online initiatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

4.2 Case studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

4.2.1 Online innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

4.2.2 Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141

4.3 Regulation and best practice . . . . . . . . . . . . . . . . . . . . . . . . . . 144

4.3.1 United States . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145

4.3.2 Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145

5. Forecast and Growth direction . . . . . . . . . . . . . . . . . . . . . . . . . . . 146

5.1 Expert opinion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146

5.2 Travel segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147

6. Industry Learnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148

6.1 Global Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148

6.1.2 Booking process and research funnel . . . . . . . . . . . . . . . . . . . . 149

6.1.3 Booking process: Hotel vs non-hotel accommodation . . . . . . . . . . . . . 151

6.1.4 Typical tablet user . . . . . . . . . . . . . . . . . . . . . . . . . . . 155

6.1.5 Typical smartphone user. . . . . . . . . . . . . . . . . . . . . . . . . 159

6.2 United States . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164

6.3 France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164

6.4 Germany . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165

6.5 United Kingdom. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165

6.6 Netherlands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166

7. Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167

Abbreviations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175

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Figure 1: Dutch expectations for holiday spending in 2011 . . . . . . . . . . . . . . . . . . . 21

Figure 2: Intermediary marketing budget prioritisation, April-June 2012 . . . . . . . . . . . . . 23

Figure 3: Suppliers’ marketing budget prioritisation, April-June 2012 . . . . . . . . . . . . . . . 25

Figure 4: Future marketing budget expectations for travel industry (intermediaries and suppliers combined), February and September 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Figure 5: Intermediaries’ budget expectations for the next 3 months, June 2012 . . . . . . . . . . 27

Figure 6: Supplier’s budget expectations for the next 3 months, June 2012 . . . . . . . . . . . . 28

Figure 7: Proportion of direct sales for suppliers, February 2011, September 2011 and June 2012 . . . . 30

Figure 8: Suppliers’ sentiment on the levels of last quarter’s direct sales, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Figure 9: Suppliers’ sentiment on the levels of last quarter’s indirect sales, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Figure 10: The change in the number of 3rd-party distribution channels worked with in previous quarter, June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Figure 11: Intermediaries’ sentiment on the fairness of direct vs. indirect sales relationship, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . 33

Figure 12: Suppliers’ sentiment on the fairness of direct vs. indirect sales relationship, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . 34

Figure 13: Travel and tourism direct GDP contribution, 2011. . . . . . . . . . . . . . . . . . . 35

Figure 14: Country ranking of travel and tourism direct GDP contribution, 2011 . . . . . . . . . . . 36

Figure 15: Country travel and tourism (estimated) direct GDP percentage growth, UK, US, Netherlands, France and Germany, 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Figure 16: Intermediaries’ sentiment on the volume of their bookings in the previous 3 months, June 2012 37

Figure 17: Suppliers’ sentiment on the volume of their bookings in the previous 3 months, June 2012. . . 37

Figure 18: Suppliers’ sentiment on the volume of indirect booking in the previous 3 months, June 2012 . . 37

Figure 19: The biggest online marketing channel success stories for intermediaries and suppliers (combined) in the previous quarter, February 2011 . . . . . . . . . . . . . . . . . . . . . . . 38

Figure 20: The biggest online marketing channel success stories for intermediaries and suppliers (combined) in the previous quarter, September 2011 . . . . . . . . . . . . . . . . . . . . . . 38

Figure 21: The biggest online marketing channel success stories for suppliers in the previous quarter, June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Figure 22: The biggest online marketing channel success stories for intermediaries via selected online marketing channels in previous quarter, June 2012 . . . . . . . . . . . . . . . . . . 38

Figure 23: The key travel marketing campaign metrics for intermediaries and suppliers, February 2011 . . 39

Figure 24: The key travel marketing campaign metrics for intermediaries and suppliers, September 2011 . 40

Figure 25: The key travel marketing campaign metrics for intermediaries, June 2012 . . . . . . . . . 40

Figure 26: Social Media influence and investment by intermediaries, June 2012 . . . . . . . . . . . 41

Figure 27: Social Media influence and investment by suppliers, June 2012 . . . . . . . . . . . . . 42

Figure 28: Mobile importance for Intermediaries, June 2012 . . . . . . . . . . . . . . . . . . . 43

Figure 29: Mobile’s importance for Suppliers, June 2012 . . . . . . . . . . . . . . . . . . . . 43

Figure 30: Mobile’s influence and investment by Intermediaries, June 2012 . . . . . . . . . . . . . 44

Figure 31: Mobile influence and investment by Suppliers, June 2012 . . . . . . . . . . . . . . . 44

Index of Figures

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Figure 32: United States travel consumers’ demographic breakdown . . . . . . . . . . . . . . . 48

Figure 33: United States travel consumers’ household income breakdown . . . . . . . . . . . . . 48

Figure 34: United States travel consumers’ household composition . . . . . . . . . . . . . . . . 48

Figure 35: United States travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment 49

Figure 36: United States travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Figure 37: United States travel consumers’ frequency of international and domestic travel . . . . . . . 51

Figure 38: United States travel consumers’ average number of websites before booking international or domestic travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52

Figure 39: United States travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53

Figure 40: United States travel consumers’ primary method of booking travel, analysed by travel segment 54

Figure 41: United States travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Figure 42: United States travel consumers’ timeline for booking travel, analysed by travel segment . . . . 56

Figure 43: United States travel consumers’ perception of the user experience when booking currently . . 58

Figure 44: United States travel consumers’ key factors to increase the likelihood of making a reservation in the future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59

Figure 45: United States travel consumers’ use of social networks for travel . . . . . . . . . . . . . 60

Figure 46: United States travel consumers’ ease of using a smartphone to access travel websites . . . . . 61

Figure 47: United States travel consumers’ willingness to spend on travel via mobile or tablet . . . . . . 62

Figure 48: United States travel consumers’ preferred purpose for interacting with travel brands on mobile 62

Figure 49: United States travel consumers’ timeline of booking, tablet users only . . . . . . . . . . . 64

Figure 50: French travel consumers’ demographic breakdown . . . . . . . . . . . . . . . . . . 65

Figure 51: French travel consumers’ household income breakdown . . . . . . . . . . . . . . . . 65

Figure 52: French travel consumers’ household composition. . . . . . . . . . . . . . . . . . . 65

Figure 53: French travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . . 66

Figure 54: French travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67

Figure 55: French travel consumers’ frequency of international and domestic travel . . . . . . . . . . 69

Figure 56: French travel consumers’ average number of websites before booking international or domestic travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

Figure 57: French travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71

Figure 58: French travel consumers’ primary method of booking travel, analysed by travel segment . . . 72

Figure 59: French travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Figure 60: French travel consumers’ timeline for booking travel, analysed by travel segment . . . . . . 75

Figure 61: French travel consumers’ perception of the user experience when booking currently . . . . . 77

Figure 62: French travel consumers’ key factors to increase the likelihood of making a reservation in the future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78

Figure 63: French travel consumers’ use of social networks for travel. . . . . . . . . . . . . . . . 79

Figure 64: French travel consumers’ ease of using a smartphone to access travel websites . . . . . . . 80

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Figure 65: French travel consumers’ willingness to spend on travel via mobile or tablet . . . . . . . . 80

Figure 66: French travel consumers’ preferred purpose for interacting with travel brands on mobile . . . 81

Figure 67: French travel consumers’ timeline of booking, tablet users only . . . . . . . . . . . . . 82

Figure 68: German travel consumers’ demographic breakdown . . . . . . . . . . . . . . . . . 83

Figure 69: German travel consumers’ household income breakdown . . . . . . . . . . . . . . . 83

Figure 70: German travel consumers’ household composition . . . . . . . . . . . . . . . . . . 83

Figure 71: German travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . 84

Figure 72: German travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85

Figure 73: German travel consumers’ frequency of international and domestic travel . . . . . . . . . 86

Figure 74: German travel consumers’ average number of websites before booking international or domestic travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87

Figure 75: German travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88

Figure 76: German travel consumers’ primary method of booking travel, analysed by travel segment . . . 89

Figure 77: German travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90

Figure 78: German travel consumers’ timeline for booking travel, analysed by travel segment . . . . . . 92

Figure 79: German travel consumers’ perception of the user experience when booking currently . . . . 93

Figure 80: German travel consumers’ key factors to increase the likelihood of making a reservation. . . . 95

Figure 81: German travel consumers’ use of social networks for travel . . . . . . . . . . . . . . . 96

Figure 82: German travel consumers’ ease of using a smartphone to access travel websites . . . . . . . 97

Figure 83: German travel consumers’ willingness to spend on travel via mobile or tablet . . . . . . . . 97

Figure 84: German travel consumers’ preferred purpose for interacting with travel brands on mobile . . . 98

Figure 85: German travel consumers’ timeline of booking, tablet users only . . . . . . . . . . . . . 99

Figure 86: United Kingdom travel consumers’ demographic breakdown . . . . . . . . . . . . . 100

Figure 87: United Kingdom travel consumers’ household income breakdown . . . . . . . . . . . 101

Figure 88: United Kingdom travel consumers’ household composition . . . . . . . . . . . . . . 101

Figure 89: United Kingdom travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102

Figure 90: United Kingdom travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103

Figure 91: United Kingdom travel consumers’ frequency of international and domestic travel . . . . . 104

Figure 92: United Kingdom travel consumers’ average number of websites before booking international or domestic travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105

Figure 93: United Kingdom travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106

Figure 94: United Kingdom travel consumers’ primary method of booking travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . 107

Figure 95: United Kingdom travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109

Figure 96: United Kingdom travel consumers’ timeline for booking travel, analysed by travel segment . 110

Figure 97: United Kingdom travel consumers’ perception of the user experience when booking currently . 112

Figure 98: United Kingdom travel consumers’ key factors to increase the likelihood of making a reservation . . 113

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Figure 99: United Kingdom travel consumers’ use of social networks for travel . . . . . . . . . . . 114

Figure 100: United Kingdom travel consumers’ ease of using a smartphone to access travel websites . . 115

Figure 101: United Kingdom travel consumers’ willingness to spend on travel via mobile or tablet . . . 115

Figure 102: United Kingdom travel consumers’ preferred purpose of interacting with travel brands on mobile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116

Figure 103: United Kingdom travel consumers’ timeline of booking, tablet users only . . . . . . . . 117

Figure 104: Dutch travel consumers’ demographic breakdown . . . . . . . . . . . . . . . . . 118

Figure 105: Dutch travel consumers’ household income breakdown . . . . . . . . . . . . . . . 119

Figure 106: Dutch travel consumers’ household composition . . . . . . . . . . . . . . . . . . 119

Figure 107: Dutch travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . 120

Figure 108: Dutch travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . 121

Figure 109: Dutch travel consumers’ frequency of international and domestic travel . . . . . . . . . 122

Figure 110: Dutch travel consumers’ average number of websites before booking international or domestic travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123

Figure 111: Dutch travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . 124

Figure 112: Dutch travel consumers’ primary method of booking travel, analysed by travel segment . . . 125

Figure 113: Dutch travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . 127

Figure 114: Dutch travel consumers’ timeline for booking travel, analysed by travel segment. . . . . . 128

Figure 115: Dutch travel consumers’ perception of the user experience when booking currently . . . . 130

Figure 116: Dutch travel consumers’ key factors to increase the likelihood of making a reservation . . . 132

Figure 117: Dutch travel consumers’ use of social networks for travel . . . . . . . . . . . . . . . 133

Figure 118: Dutch travel consumers’ ease of using a smartphone to access travel websites . . . . . . 134

Figure 119: Dutch travel consumers’ willingness to spend on travel via mobile or tablet. . . . . . . . 134

Figure 120: Dutch travel consumers’ preferred purpose for interacting with travel brands on mobile . . . 135

Figure 121: Dutch travel consumers’ timeline of booking, tablet users only. . . . . . . . . . . . . 136

Figure 122: The biggest online marketing channel success stories for suppliers in the previous quarter, June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

Figure 123: The biggest online marketing channel success stories for intermediaries via selected online marketing channels in previous quarter, June 2012 . . . . . . . . . . . . . . . . . 137

Figure 124: Planetveo turnover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

Figure 125: Unique visitors to Planetveo.com . . . . . . . . . . . . . . . . . . . . . . . . 138

Figure 126: Qantas net car bookings growth . . . . . . . . . . . . . . . . . . . . . . . . 140

Figure 127: Expedia Hotels mobile app . . . . . . . . . . . . . . . . . . . . . . . . . . 141

Figure 128: HotelTonight mobile app . . . . . . . . . . . . . . . . . . . . . . . . . . . 142

Figure 129: CouchSurfing top countries for bookings, 2011 . . . . . . . . . . . . . . . . . . 143

Figure 130: CouchSurfing age breakout, 2011 . . . . . . . . . . . . . . . . . . . . . . . . 144

Figure 131: Types of websites primarily used by consumers for holiday/travel research, Netherlands, UK, US, Germany and France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150

Figure 132: Travel consumers’ primary method of booking travel, Netherlands, UK, US, Germany and France . . 151

Figure 133: Travel consumers’ timeline for booking travel hotel accommodation vs. non-hotel accommodation, Netherlands, UK, US, Germany and France . . . . . . . . . . . . . . . . . . . . 152

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Figure 134: Travel consumers’ primary method of booking travel hotel accommodation vs. non-hotel accommodation, Netherlands, UK, US, Germany and France. . . . . . . . . . . . . . 154

Figure 135: Travel consumers’ timeline of booking in Netherlands, UK, US, Germany and France, tablet users only . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155

Figure 136: Travel consumers’ household income breakdown, Netherlands, UK, US, Germany and France, tablet users only . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157

Figure 137: Travel consumers’ demographic breakdown averaged from Netherlands, UK, US, Germany and France, tablet user only . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158

Figure 138: Travel consumers’ gender breakdown averaged from Netherlands, UK, US, Germany and France, tablet user only . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159

Figure 139: Travel consumers’ demographic breakdown averaged from Netherlands, UK, US, Germany and France, smartphone user only . . . . . . . . . . . . . . . . . . . . . . . . . 159

Figure 140: Travel consumers’ gender breakdown averaged from Netherlands, UK, US, Germany and France, smartphone users only . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160

Figure 141: Travel consumers’ timeline of booking, Netherlands, UK, US, Germany and France, smartphone users only . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

Figure 142: Travel consumers’ willingness to spend on travel via mobile, Netherlands, UK, US, Germany and France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162

Figure 143: Travel consumers’ ease of using a smartphone to access travel websites, Netherlands, UK, US, Germany and France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163

Figure 144: Geographic responsibilities for Intermediaries surveyed, June 2012 . . . . . . . . . . . 167

Figure 145: Geographic responsibilities for Suppliers surveyed, June 2012 . . . . . . . . . . . . . 168

Figure 146: Supplier’s company annual turnover, June 2012 . . . . . . . . . . . . . . . . . . 168

Figure 147: Gender spread of consumer research respondents in the US, France, Germany, UK and the Netherlands, June 2012. . . . . . . . . . . . . . . . . . . . . . . . . . . . 169

Figure 148: Demographic spread of respondents in the US, France, Germany, UK and the Netherlands . . 170

Figure 149: US regional response spread, June 2012 . . . . . . . . . . . . . . . . . . . . . 171

Figure 150: France regional response spread . . . . . . . . . . . . . . . . . . . . . . . . 171

Figure 151: Germany regional response spread, June 2012 . . . . . . . . . . . . . . . . . . . 172

Figure 152: UK regional response spread, June 2012 . . . . . . . . . . . . . . . . . . . . . 172

Figure 153: The Netherlands regional response spread, June 2012 . . . . . . . . . . . . . . . . 173

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Table 1: Intermediary marketing budget prioritisation, April-June 2012 . . . . . . . . . . . . . 24

Table 2: Suppliers’ marketing budget prioritisation, April-June 2012 . . . . . . . . . . . . . . . 26

Table 3: Intermediaries’ budget expectations for the next 3 months, June 2012 . . . . . . . . . . 28

Table 4: Supplier’s budget expectations for the next 3 months, June 2012 . . . . . . . . . . . . 29

Table 5: Proportion of direct sales for suppliers, February 2011, September 2011 and June 2012 . . . . 30

Table 6: Suppliers’ sentiment on the levels of last quarter’s direct sales, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Table 7: Suppliers’ sentiment on the levels of last quarter’s indirect sales, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Table 8: Intermediaries’ sentiment on the fairness of direct vs. indirect sales relationship, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . 33

Table 9: Suppliers’ sentiment on the fairness of direct vs. indirect sales relationship, February 2011, September 2011 and June 2012 . . . . . . . . . . . . . . . . . . . . . . . . . 34

Table 10: The biggest online marketing channel success stories for intermediaries via selected online marketing channels in previous quarter, February 2011, September 2011 and June 2012 . . . 39

Table 11: The key travel marketing campaign metrics, February 2011, September 2011 and June 2012 . . 40

Table 12: Breakdown of United States travel consumers . . . . . . . . . . . . . . . . . . . . 47

Table 13: United States travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . 49

Table 14: United States travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Table 15: United States travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53

Table 16: United States travel consumers’ primary method of booking travel, analysed by travel segment 55

Table 17: United States travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

Table 18: United States travel consumers’ timeline for booking travel, analysed by travel segment . . . . 57

Table 19: United States travel consumers’ perception of the user experience when booking currently . . 58

Table 20: United States travel consumers’ key factors to increase the likelihood of making a reservation in the future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59

Table 21: United States travel consumers’ use of social networks for travel . . . . . . . . . . . . . 61

Table 22: United States travel consumers’ preferred purpose for interacting with travel brands on mobile 63

Table 23: Breakdown of French travel consumers. . . . . . . . . . . . . . . . . . . . . . . 64

Table 24: French travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . . 67

Table 25: French travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

Table 26: French travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71

Table 27: French travel consumers’ primary method of booking travel, analysed by travel segment . . . 73

Table 28: French travel consumers’ primary type of websites used to book travel, analysed by travel segment . . 74

Table 29: French travel consumers’ timeline for booking travel, analysed by travel segment . . . . . . 76

Table 30: French travel consumers’ perception of the user experience when booking currently . . . . . 77

Index of Tables

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Table 31: French travel consumers’ key factors to increase the likelihood of making a reservation in the future . . 78

Table 32: French travel consumers’ use of social networks for travel. . . . . . . . . . . . . . . . 79

Table 33: French travel consumers’ preferred purpose for interacting with travel brands on mobile . . . 81

Table 34: Breakdown of German travel consumers . . . . . . . . . . . . . . . . . . . . . . 82

Table 35: German travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . 85

Table 36: German travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86

Table 37: German travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88

Table 38: German travel consumers’ primary method of booking travel, analysed by travel segment . . . 90

Table 39: German travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91

Table 40: German travel consumers’ timeline for booking travel, analysed by travel segment . . . . . . 92

Table 41: German travel consumers’ perception of the user experience when booking currently . . . . 94

Table 42: German travel consumers’ key factors to increase the likelihood of making a reservation. . . . 95

Table 43: German travel consumers’ use of social networks for travel . . . . . . . . . . . . . . . 96

Table 44: German travel consumers’ preferred purpose for interacting with travel brands on mobile . . . 99

Table 45: Breakdown of United Kingdom travel consumers . . . . . . . . . . . . . . . . . . 100

Table 46: United Kingdom travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102

Table 47: United Kingdom travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103

Table 48: United Kingdom travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106

Table 49: United Kingdom travel consumers’ primary method of booking travel, analysed by travel segment . 108

Table 50: United Kingdom travel consumers’ primary type of websites used to book travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109

Table 51: United Kingdom travel consumers’ timeline for booking travel, analysed by travel segment . 111

Table 52: United Kingdom travel consumers’ perception of the user experience when booking currently 112

Table 53: United Kingdom travel consumers’ key factors to increase the likelihood of making a reservation . . 113

Table 54: United Kingdom travel consumers’ use of social networks for travel . . . . . . . . . . . 114

Table 55: United Kingdom travel consumers’ preferred purpose of interacting with travel brands on mobile . 117

Table 56: Breakdown of Dutch travel consumers . . . . . . . . . . . . . . . . . . . . . . 118

Table 57: Dutch travel consumers’ travel expenditure, June 2011-2012, analysed by travel segment . . 121

Table 58: Dutch travel consumers’ anticipated travel expenditure, June 2012 - June 2013, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122

Table 59: Dutch travel consumers’ most popular type of website used to research travel, analysed by travel segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124

Table 60: Dutch travel consumers’ primary method of booking travel, analysed by travel segment . . . 126

Table 61: Dutch travel consumers’ primary type of websites used to book travel, analysed by travel segment . 127

Table 62: Dutch travel consumers’ timeline for booking travel, analysed by travel segment. . . . . . 129

Table 63: Dutch travel consumers’ perception of the user experience when booking currently . . . . 131

Table 64: Dutch travel consumers’ key factors to increase the likelihood of making a reservation . . . 132

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Table 65: Dutch travel consumers’ use of social networks for travel . . . . . . . . . . . . . . . 133

Table 66: Dutch travel consumers’ preferred purpose for interacting with travel brands on mobile . . . 136

Table 67: Customer interest in integrated products . . . . . . . . . . . . . . . . . . . . . 140

Table 68: Types of websites primarily used by consumers for holiday/travel research, Netherlands, UK, US, Germany and France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150

Table 69: Travel consumers’ primary method of booking travel, Netherlands, UK, US, Germany and France . . 152

Table 70: Travel consumers’ timeline of booking in Netherlands, UK, US, Germany and France, tablet users only . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156

Table 71: Travel consumers’ household income breakdown, Netherlands, UK, US, Germany and France, tablet users only . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157