Upload
tbex
View
827
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Tbex 2013 Toronto Travel Technology Trends & Innovation featuring Tahnee Perry, Group Marketing Director, with Northstar Travel Media
Citation preview
Travel Technology Trends & Innovation
Presenter:Tahnee Perry
Group Marketing Director Northstar Travel Media
© 2012 PhoCusWright Inc. All Rights Reserved. 2
Online Travel 1.0
© 2012 PhoCusWright Inc. All Rights Reserved. 3
Travel 2.0
Transparency Collaboration
Speed Predictive Information
© 2012 PhoCusWright Inc. All Rights Reserved. 4
Travel 3.0
Social Media Mobile
Personalization Semantic Search
Online Bookings Today
© 2012 PhoCusWright Inc. All Rights Reserved. 6
General Travel Booking Channel, 2011
Question: How did you book your N leisure trips in the past 12 months? Select one.Base: U.S. travelers (2011 N=2,036; 2010 N=2,529; 2009 N=2,755; 2008 N=1,989)Note: Totals may not add to 100% due to rounding.Source: PhoCusWright’s Consumer Travel Report Third Edition
32%
22%
29%
6%
9%
Only online
Usually online
Both online and offline
Usually offline
Only offline
© 2012 PhoCusWright Inc. All Rights Reserved. 7
What Really Matters to Online Travel Shoppers When Planning, 2011
Question: Please indicate how influential each online feature is to you when planning leisure travel.Base: U.S. travelers who typically use Web sites to plan travel (N=2,346); Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Third Edition
45%
57%
59%
61%
66%
73%
75%
Professional online travel video
Traveler-generated photography
Professional photography
Reviews from travel professionals
Traveler review websites
Traveler review on OTAs
Interactive maps
© 2012 PhoCusWright Inc. All Rights Reserved. 8
Website Choice Motivation, 2011
Question: Why did you choose the particular Web site(s) you used? Select all that apply. Base: Online shoppers (2010 N=2,008; 2011 N=1,587)Source: PhoCusWright’s Consumer Travel Report Fourth Edition
59%
47%
48%
35%
32%
27%
28%
20%
18%
Ease of use
Good experience with site
Best price/offers
Trust in brand
Ideas
No fees
Selection
Information
Official website
© 2012 PhoCusWright Inc. All Rights Reserved. 9
Information Sources for Destination Selection
Question: What sources of information did you use to help you select the destination(s) for this trip? Select all that apply.Base: U.S. travelers who selected some or all leisure destinations in past 12 months independently (2009 N=1,451; 2010 N=1,462; 2011 N=1,202) Source: PhoCusWright’s Consumer Travel Report Fourth Edition
Printed advertising
Calls/visits to city/state destination travel bureaus
Personal advice from travel agents
Printed publications, articles or brochures
Information in printed travel guidebooks
Websites or applications via mobile device
Online advertising/email
Personal recommendations from friends/family
Internet websites via computer
3%
5%
7%
10%
14%
16%
17%
31%
60%
7%
4%
6%
12%
12%
13%
13%
31%
54%
2010
2011
© 2012 PhoCusWright Inc. All Rights Reserved. 10
Websites Used for Destination Selection, 2011
Question: What type(s) of Web sites did you use? Select all that apply. Base: U.S. travelers who selected leisure destinations independently and used websites as information sources (2009 N=836; 2010 N=874; 2011 N=793) Source: PhoCusWright’s Consumer Travel Report Fourth Edition
8%
10%
11%
12%
19%
22%
27%
30%
42%
57%General search engines
OTA websites
Traveler review websites
Travel search engines
Travel provider websites
Destination websitesDeals newsletters/ websitesTravel guide websitesSocial networking websitesMags/Paper websites
© 2012 PhoCusWright Inc. All Rights Reserved. 11
Sources of Information Used in Shopping Phase
Question: What sources of information do you typically use when comparing and choosing leisure travel products, such as airline tickets or hotel rooms? Select all that apply. Base: U.S. travelers (N=2,036)Source: PhoCusWright’s Consumer Travel Report Fourth Edition
Printed advertising
Calls/visits to travel bureaus/tourist offices
Calls to travel professionals/travel agents
Printed publications, articles or brochures
Calls to travel providers
Websites or apps via mobile device
Printed travel guidebooks
Online advertising/email promotions
Recommendations from friends/family
Websites via computer
6%
8%
10%
13%
15%
16%
19%
25%
38%
74%
11%
8%
8%
18%
14%
11%
18%
22%
38%
77%
2010
2011
© 2012 PhoCusWright Inc. All Rights Reserved. 12
Websites Used for Shopping, 2011
Questions: What type(s) of Web sites do you typically use when comparing and choosing leisure travel products? Select all that apply. Which of the following, if any, have you done in the past 12 months? Traveled by airplane Base: U.S. travelers who used websites information when comparing and choosing leisure travel products (2010 N=2,008; 2011 N=1,587)Source: PhoCusWright’s Consumer Travel Report Fourth Edition
3%
9%
11%
12%
18%
19%
32%
33%
36%
54%
61%OTA websites
General search engines
Travel provider websites
Travel search engines
Traveler review websites
Destination websites
Deals newsletters/websites
Travel guide websites
Social networks
Mags/Paper websitesMem-bers
Social Is Not a Trend
© 2012 PhoCusWright Inc. All Rights Reserved. 14
Even Grandma Is on Facebook
Ignoring It Won’t Make It Go Away
With all this talk on (and about) social networks, do travelers actually listen?
© 2012 PhoCusWright Inc. All Rights Reserved. 17
Source: PhoCusWright Inc.
What is Happening Today What Needs to Happen
• Embrace social media marketing• Seize the opportunities that
social media marketing has to offer
• Determine the tolerance for experimentation without hard ROI, since metrics and measurers are emerging
Now and Future
© 2012 PhoCusWright Inc. All Rights Reserved. 18
79%
34%26%
10%
How U.S. Online Travelers Use Social Networks
Base: U.S. online travelers (2011 N=1,948) Source: PhoCusWright’s Traveler Technology Survey November 2011 and PhoCusWright’s Consumer Travel Report Fourth Edition, May 2012
Use generally
Share travel experiences
Solicit travel advice
Planning/ Shopping
© 2012 PhoCusWright Inc. All Rights Reserved. 19
Mobile Is Trending Everything
Where am I right now?
What time is it?
What device am I using?
What’s the weather like?
How did I get here?
© 2012 PhoCusWright Inc. All Rights Reserved. 24
The Bookings Are Coming!
Note: 2011-2013 projectedSource: PhoCusWright’s Mobile Hits the Mainstream: Technology & Industry Trends, February, 2012
2010 2011 2012 20130
2
4
6
8
10
0%
1%
2%
3%
4%
5%
6%
7%
0.4%
2.4%
4.3%
6.5%
Total Mobile Bookings Mobile as a Share of Total Online Travel Market
Mob
ile G
ross
Boo
king
s ($
B)
Shar
e of
Onl
ine
Trav
el M
arke
t (%
)
© 2012 PhoCusWright Inc. All Rights Reserved. 25
Web Traffic in North America, by Device, June 2012
Desktop72%
Smartphone21%
Tablet7%
Source: Chitika Internet Access Platform Tracker, June 30, 2012; www.emarketer.com
Tablets Are Not Phones
Source: Yankee Group
The capabilities of the mobile platform converge, and users achieve true mobile empowerment
Traveler just wants to touch icon and unlock hotel room door
The future: Travelers engaging in apps based on function, not supplier
© 2012 PhoCusWright Inc. All Rights Reserved. 29
Source: “Half of adult cell phone users have apps on their phones”. Pew Research Center’s Internet and American Life Project, November, 2011, http://pewinternet.org/Reports/2011/Apps-update.aspx ; PhoCusWright Inc.
What is Happening Today
• 500,000 apps for iPhone• Apple users downloading apps at
rate of 350 per second• 370,000 apps for Android • Apps being added to Android
platform at rate of 12K-34K/month• 35% of U.S. adults have apps
• 24% use their apps• 68% use five or fewer each week
What Needs to Happen
• Deliver functions, not branded apps• Check into any hotel• Access any car rental• Change any flight reservation
• Seamlessly integrate apps and native phone features• Allow phone to handle underlying
complexity• Build towards contextual awareness
and filters• Improve network
performance
Now and Future
© 2012 PhoCusWright Inc. All Rights Reserved. 30
Intelligent Assistant for the iPhone
© 2012 PhoCusWright Inc. All Rights Reserved. 31
Apple's new iPhone Passbook App works for any airline boarding pass
© 2012 PhoCusWright Inc. All Rights Reserved. 32
British Airways gives flight attendants iPads with key customer profile information
© 2012 PhoCusWright Inc. All Rights Reserved. 33
Local Activity-Related Mobile Activities
Question: Which travel products have you researched, booked or changed reservations for online using your mobile phone? Select all that apply for the products you researched, booked or changed. Base: U.S. mobile travel planners(N=786); U.S. mobile business travel planners (N=1,087)Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011
Research options Make new reservations Modify existing reservations
58%
19%
10%Research options
Make new reservation
s
Modify existing reservations
© 2012 PhoCusWright Inc. All Rights Reserved. 34
Leisure travelers Leisure travelers Leisure travelersResearch activities Book local activities Modify local activities
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Before departing for my trips While in transit to my destinationAfter I have arrived at my destination Did not conduct this activity
Timing of Mobile Travel Activities, Local Activities
Question: Please indicate at what point you typically use your mobile phone’s online functions for the following activities. Select all that apply for the products you researched, booked or changed. Base: U.S. mobile travel planners(N=786); U.S. mobile business travel planners (N=1,087)Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011
© 2012 PhoCusWright Inc. All Rights Reserved. 35
14%
17%
30%
37%
39%
48%
58%
What are Mobile Users Interested In?
Question: Which, if any, of the following mobile website/app capabilities will you likely use or find appealing when traveling in the future?Base: U.S. Mobile Internet users(N=1,125); U.S. Business traveler mobile Internet users(N=1,526) Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011
Purchase extra services from airlines (seats with extra leg room, in flight wireless access
Upload digital or photographed receipts to expense reports
Book travel (airline tickets, hotel rooms, car rental)
Look up supplemental information about my travel, such as seat maps, on time likelihood, and weather
Receive personalized discounts/offers specific to my travel destination
Receive alerts about flight status changes, gate changes, and cancellations
Find hotels, restaurants, or activities near my current location
Travel 3.0 is Here
© 2012 PhoCusWright Inc. All Rights Reserved. 37
THANK YOU