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This study is brought to you courtesy of
www.google.com/think/insights
Travel Cruise Consumers: How Online Research Affects PurchaseGoogle Compete
U.S., September 2010
Google Confidential and Proprietary 2
Background and Objectives
Background
• Online research influences both online and offline bookings. However, there remain challenges in quantifying the role of the online channel – whether via search, display, or non-advertising content –in driving bookings.
Objectives
• Assess the online and offline resources shoppers use when shopping for and booking travel as well as the relative importance of different resources
• Quantify the impact online research has on consumer purchase (both online and offline)
• Analyze differences between bookers who purchase online and bookers who purchase offline
Google Confidential and Proprietary
Methodology
Targeting and Screening
• A survey was launched to Compete panelists who were noted to be researching cruises online between December 2009 and April 2010
• Surveys were fielded to 617 Compete panelists in April/May 2010 targeting consumers who completed and qualified for the survey under the following requirements:
– Respondents who indicated they had conducted online research for cruises within the past twelve months OR Respondents who indicated they had taken at least one cruise in the past five years
– Respondents indicated they researched or cruised for personal (non-business) travel
Significance Testing
• For 2-variable significance testing, two asterisks (**) indicates significance at the 95% level and one asterisk (*) indicates significance at the 90% level
• For multiple variable significance testing, uppercase letters indicate significance at the 95% level and lowercase letters indicate significance at the 90% level
• Base sizes under 30 were removed from the study and any base sizes between 30-50 marked as low sample
Searcher vs. Non-Searcher Segment Definition
• A “Searcher” is defined as a respondent who was search referred to a cruise supplier website or OTA cruise path within the 60 days prior to booking (based on observed online clickstream behavior and not self-reported)
3
Google Confidential and Proprietary 4
Key Takeaways
• One quarter of all cruise shoppers indicated researching exclusively online
– Half of all cruise shoppers reported using friends, family and colleagues as an offline resource
• Half of cruise shoppers reported using search engines in their research
– 83% of cruise shoppers indicated that they researched on cruise operator websites
• Shoppers who were observed using a search engine during their research were more likely to book than shoppers who did not use a search engine
• Two-thirds of all cruise shoppers booked offline
– The majority of shoppers booked their cruise over the phone
• Online and TV advertisements were the most-likely to be recalled by shoppers
• The ability to find cruises easily online was the leading reason bookers chose to book with a specific website
– Finding the lowest prices was second, followed closely by the ability to view promotions and discounts offered by the website
• A third of all cruise shoppers indicated researching for 4 weeks or more
– Shoppers of family cruises were more apt to spend more time researching
• Cruise bookers demonstrated heavier cross-shopping activity in the fall months
55
Cruise Market Overview
Google Confidential and Proprietary
1 in 4 Cruise Shoppers are Referred by Search
6
Aggregate Online Cruise Shoppers & % Search Referred to a Cruise Site(Volume of Cruise Shoppers & Share that were Search Referred to a Cruise Site, Jun 2009 – Jun 2010)
5M
5M5M 5M 5M 5M
5M
6M5M
6M
5M 5M 5M
26%
23% 24% 24%22%
25%24%
28% 28%
26% 26%
28% 27%
0%
5%
10%
15%
20%
25%
30%
0M
1M
2M
3M
4M
5M
6M
7M
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Cruise Shoppers Share of Cruise Shoppers Referred by Search
Source: Compete Clickstream Data, June 2009 – June 2010
Google Confidential and Proprietary
Search Referred Cruise Bookers Was Mixed
7
Aggregate Online Cruise Bookers & % Search Referred to a Cruise Site(Volume of Cruise Bookers & Share that were Search Referred to a Cruise Site, Jun 2009 – Jun 2010)
111k 105k97k
75k 78k
53k60k
90k
122k
84k
68k 67k
96k
35%
39%
27%
23%
32%
24%23%
27%26%
29%31%
26%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0k
20k
40k
60k
80k
100k
120k
140k
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Cruise Bookers Share of Cruise Bookers Referred by Search
Source: Compete Clickstream Data, June 2009 – June 2010
Google Confidential and Proprietary
1 in 5 Cruise Shoppers are Referred by Google
8
Google’s Share of Search Referred Cruise Shoppers & Bookers(Share of Online Cruise Shoppers and Bookers, Jun 2009 – Jun 2010)
5M
5M5M 5M 5M 5M
5M
6M5M
6M
5M 5M 5M
20%
18% 18% 18%17%
19%
18%
21% 21%19% 19%
21%20%
0%
5%
10%
15%
20%
25%
0M
1M
2M
3M
4M
5M
6M
7M
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Cruise Shoppers Share of Cruise Shoppers Referred by Google
Source: Compete Clickstream Data, June 2009 – June 2010
Google Confidential and Proprietary
Heavy Cross-Shopping in the Fall Months
9
Sites Visited by Online Cruise Bookers(Average Travel Sites Visited Among Cruise Bookers Within the Month of Booking, Jun 2009 – Jun 2010)
3128
32
2830
37
22
28
2325 26
22
27
0
5
10
15
20
25
30
35
40
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Source: Compete Clickstream Data, June 2009 – June 2010
1010
Booker Channel Usage and Preferences
Google Confidential and Proprietary
46%
32%
26%
24%
17%
15%
11%
9%
8%
2%
0% 10% 20% 30% 40% 50%
Family, f riends, or colleagues
Informational brochures or catalogs
Travel agents
Magazines
800 or toll-f ree numbers
Travel groups
Books
Newspapers
TV
Radio
25% of Shoppers Research Exclusively Online
11
Offline Cruise Research Resources Used by Online Cruise Shoppers(Share of Online Cruise Shoppers, n=617)
S6. Thinking about the last cruise you researched, which of the following sources of information, if any, did you use in addition to the Internet? Please select all that apply.
Online cruise shoppers, n=617
25% used no offline sources
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
Half of Shoppers Report Search Engine Use
12
Online Cruise Research Resources Used by Online Cruise Shoppers(Share of Online Cruise Shoppers, n=617)
Q1. Specifically, which of the following online sources did you use to research this cruise? Please select all that apply.Online cruise shoppers, n=617
83%
57%
47%
32%
20%
18%
6%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Cruise operator websites
Online travel agency websites
Search engines
Travel review websites
Travel-specif ic websites
Travel book websites
Social networking websites
Video sharing websites
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
50%
41%
29%
24%
13%
5%
4%
0% 10% 20% 30% 40% 50% 60%
TV ad
Online ad
Magazine ad
Informational brochures or pamphlets
Newspaper ad
Radio ad
Billboard or outdoor ad
High Recall for Both TV and Online Ads
13
Advertising Recalled by Online Cruise Shoppers(Share of Online Cruise Shoppers, n=617)
Q3. In addition to all of the research that you did to learn about your most recently researched cruise, which of the following advertisements do you recall seeing or hearing, if any? Please select all that apply. Online cruise shoppers, n=617.
*Online ad includes the following:•Online website ad: 31%•Paid search engine listings: 16%•Online video ad: 14%
*
25% do not recall any advertisements
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
33%40%
23%
55%
55%
56%
12%5%
21%
0%
20%
40%
60%
80%
100%
Total (n=245) < $1000 / person (n=141) $1000+ / person (n=103)
In person
Over the phone
Online (excluding OTA)
**
**
Two-Thirds of Shoppers Book Offline
14
Channel Used to Book Cruise by Cost of Cruise Per Person(Share of Online Cruise Shoppers That Booked a Cruise, Excluding Online OTA Bookers, n=245)
Q5. How did you book this cruise? Please select one answer only. Online cruise shoppers who booked a cruise excluding Online OTA bookers, n=245, < $1000/person n=183, $1000+/person n=119. Significance testing does not include Total.
67% Booked Offline 60% Booked Offline 77% Booked Offline
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
49%
47%
46%
41%
38%
28%
24%
23%
19%
12%
0% 10% 20% 30% 40% 50% 60%
It was easy to f ind cruises
Best prices
Good promotions and of fers
Able to research cruise amenities and features
Able to research activities at my cruise destination
Best selection
I was able to view videos about the cruise
Received rewards/loyalty points
Able to read reviews by other cruise goers
Able to book a package
Finding Cruise Trumps Price in Online Booking
15
Why Online Cruise Bookers Booked With Specific Site(Share of Online Cruise Shoppers That Booked a Cruise Online in Q5, n=140)
Q9. Which of the following describe why you booked this cruise on a/an [type of website]? Please select all that apply.Online cruise bookers, n=140.
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
31% 31% 31%
24% 25% 23%
25% 27%23%
20% 17%23%
0%
20%
40%
60%
80%
100%
Total (n=305) Couple (n=174) Family (n=130)
5 or more
2-4
1
0
Most Bookers Cruising Again With Same Line
16
Number of Past Cruises with Cruise Line Booked(Share of Online Cruise Shoppers That Booked a Cruise in Q4, n=305)
Q14. How many times have you cruised with [insert cruise line] in the past? Please type an exact whole number in the box below. Online cruise shoppers who already booked a cruise, Total n=305, Couples n=174, Families n=130. Significance testing did not include the “Total” segment.
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
53.2%
36.6%
30.7%
42.9%
16.1% 20.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Searchers (n=139) Non-Searchers (n=629)
Yes No, but plan to No, and do not plan to
**
**
Shoppers Using Search More Likely to Book
17
Searchers & Non-Searchers Who Already Booked a Cruise(Share of Total Respondents, n=768)
Q4. Did you book your most recently researched cruise? Please select one answer only.Total respondents, n=768; Searchers n=139, Non-Searchers n=629.
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
45%
57%
45%
61%
0%
20%
40%
60%
80%
Income < $100K (n=375) Income $100K+ (n=243) < $1000 / person (n=403) $1000+ / person (n=195)
*
**
Propensity to Book Rises with Cost and Income
18
Percentage Who Already Booked a Cruise by Income and Cost per Cruise(Share of Online Cruise Shoppers, n=617)
Q4. Did you book your most recently researched cruise? Please select one answer only.Online cruise shoppers, n=617; Income < $100K n=375, Income $100K+ n=243, < $1000/person n=403, $1000+ / person n=195.
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
16% 13% 17%
22%17%
24%
19% 30%15%
15%16%
14%
29%24%
30%
0%
20%
40%
60%
80%
100%
Total (n=305) Searchers (n=74) Non-Searchers (n=230)
4 weeks or more
3 weeks to less than 4 weeks
2 weeks to less than 3 weeks
1 week to less than 2 weeks
Less than 1 week
*
Nearly 1/3 Bookers Do 4+ Weeks of Research
19
Time Spent Researching Cruise Before Booking(Share of Online Cruise Shoppers That Booked a Cruise in Q4, n=305)
Q24. How much time passed from when you first started researching for a cruise online to when you actually booked it? Please select one answer only.Online cruise shoppers who booked a cruise, n=305; Searchers n=74, Non-Searchers n=230. Significance testing did not include the “Total” segment.
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
16%23%
7%
22%
24%
19%
19%
19%
18%
15%
10%
21%
29%24%
35%
0%
20%
40%
60%
80%
100%
Total (n=305) Couple (n=174) Family (n=130)
4 weeks or more
3 weeks to less than 4 weeks
2 weeks to less than 3 weeks
1 week to less than 2 weeks
Less than 1 week
*
**
Families Spend More Time Researching
20
Time Spent Researching Cruise Before Booking(Share of Online Cruise Shoppers That Booked a Cruise in Q4, n=305)
Q24. How much time passed from when you first started researching for a cruise online to when you actually booked it? Please select one answer only.Online cruise shoppers who already booked a cruise, Total n=305, Couples n=174, Families n=130. Significance testing did not include the “Total” segment.
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary
38%
27%
20%
15%
10%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I did not book a cruise package
Airline tickets
I am not planning to book a cruise package
Hotel stay
I am planning to book a cruise package, but not surewhat else I will book as part of my cruise package
Car rental
Almost 4 in 10 Cruisers Do Not Book Cruise Packages
21
Cruise Cross-Bookings in Anticipation of Travel (Share of Online Cruise Shoppers, n=617)
Q25 - Which of the following, if any, did you book as part of your cruise package?/Which of the following, if any, are you planning to book as part of your cruise package? Please select all that apply. Online cruise shoppers, n=617.
Source: Google/Compete Travel Cruise Consumers Study, Sept 2010
Google Confidential and Proprietary 22
Summary of Takeaways
• One quarter of all cruise shoppers indicated researching exclusively online
– Half of all cruise shoppers reported using friends, family and colleagues as an offline resource
• Half of cruise shoppers reported using search engines in their research
– 83% of cruise shoppers indicated that they researched on cruise operator websites
• Shoppers who were observed using a search engine during their research were more likely to book than shoppers who did not use a search engine
• Two-thirds of all cruise shoppers booked offline
– The majority of shoppers booked their cruise over the phone
• Online and TV advertisements were the most-likely to be recalled by shoppers
• The ability to find cruises easily online was the leading reason bookers chose to book with a specific website
– Finding the lowest prices was second, followed closely by the ability to view promotions and discounts offered by the website
• A third of all cruise shoppers indicated researching for 4 weeks or more
– Shoppers of family cruises were more apt to spend more time researching
• Cruise bookers demonstrated heavier cross-shopping activity in the fall months
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www.google.com/think/insights