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©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Travel Insights Webinar
Billy Grant & Kirsty Townsend
Experian Marketing Services
December 2014
2©2014 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 2
1. Market dynamics and January planning
2. Challenges in travel
3. Addressing challenges in travel
4. Key takeaways and further information
Agenda
Market Dynamics and January Planning
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Experian Public. 4
Travel Industry > Share of Visits November 2011 – November 2014
Jan 2012
Aug 2012
Jan 2013
Aug 2013 Jan
2014
Aug 2014
Regular consistent peaks in January and August
5©2014 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 5
Travel Industry > Daily Total VisitsJanuary 2014
27.46m 27.41m 27.18m 26.50m
Total Visits peaked on Sundays in January 2014
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Experian Public. 6
Clicks from Email to Travel IndustryUsers most receptive to email activity in first days back in work and at end of month – possibly due to impact of pay day.
Post Xmas Blues
Pay Day Joy
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Experian Public. 7
Travel Sub - Industries > SeasonalityJanuary 2013 - January 2014
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Experian Public. 8
How long did consumers spend on Travel websites in January 2014?
Average Visit Time peaked on Sundays in January 2014
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Experian Public. 9
Travel Industry > Channel RelianceJanuary 2014
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Experian Public. 10
When do consumers search for ‘cheap holidays’ vs. ‘cheap flights’?January 2013 - January 2014
Jan 2013
Aug 2013 Jan
2014
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Experian Public. 11
Travel Industry > Fast Moving DestinationsJanuary 2013 - January 2014
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Experian Public. 12
Travel Industry > Mobile VisitsAugust 2014
Challenges in Travel
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Experian Public. 14
Path to PurchaseOTAs and Travel
Aggregators
Tailoring MessagingWhere to reach target
audience
Key Challenges in Travel
User Journeys and the Threat from OTAs
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Travel Industry > Reliance on OTA and Meta-Search SitesJanuary 2013- January 2014
5% Increase in reliance
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= Wednesday
= Sunday
Reliance peaked on Sundays and Wednesdays in January 2014
Travel Industry > Reliance on OTA and Meta-Search SitesDaily view of upstream in January 2014
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OTAs and Travel AggregatorsOTA websites have seen growth well in advance of the wider travel industry.
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
900,000,000
1,000,000,000
No
v-1
1
De
c-1
1
Jan-1
2
Fe
b-1
2
Ma
r-1
2
Apr-
12
Ma
y-1
2
Jun-1
2
Jul-1
2
Aug-1
2
Sep-1
2
Oct-
12
No
v-1
2
De
c-1
2
Jan-1
3
Feb
-13
Ma
r-1
3
Apr-
13
Ma
y-1
3
Jun-1
3
Jul-1
3
Aug-1
3
Sep-1
3
Oct-
13
No
v-1
3
De
c-1
3
Jan-1
4
Feb
-14
Ma
r-1
4
Ap
r-1
4
Ma
y-1
4
Jun-1
4
Jul-1
4
Aug-1
4
Sep-1
4
Oct-
14
No
v-1
4
Travel
50
100
150
200
250
300
No
v-1
1
De
c-1
1
Jan
-12
Feb
-12
Ma
r-1
2
Ap
r-1
2
Ma
y-1
2
Ju
n-1
2
Ju
l-1
2
Au
g-1
2
Se
p-1
2
Oc
t-1
2
No
v-1
2
De
c-1
2
Jan
-13
Feb
-13
Mar-
13
Ap
r-1
3
Ma
y-1
3
Ju
n-1
3
Ju
l-1
3
Au
g-1
3
Se
p-1
3
Oc
t-1
3
No
v-1
3
De
c-1
3
Jan
-14
Feb
-14
Ma
r-1
4
Ap
r-1
4
Ma
y-1
4
Ju
n-1
4
Ju
l-14
Au
g-1
4
Se
p-1
4
Oc
t-1
4
No
v-1
410
0 =
T
ota
l V
isit
s N
ov1
1
Travel and OTA Growth Index
Travel (Index) OTAs (Index)
19©2014 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 19
Customer journey metricsWhy is it important to understand the customer journey?
Path to
Purchase
Marketing
Attribution
Influential
Websites
Understanding what decisions
were made leading up to the
purchase. What content was
seen and engaged with?
What marketing was
responsible for the decision to
spend? What importance
should you place on each
channel?
How influential were specific
online properties on the
customers decision to
purchase and what level of
comparison takes place?Hotel Booking
Yahoo Bing Gmail
Yahoo
searchFacebook
Yahoo Google Travelocity IHG Hampton
InnOrbitz Kayak Hotwire
Choice
Hotels
Trip
Advisor
maps
Marriott Hilton Priceline Expedia
Hotels.com
Booking.com
Reaching your Target Audience
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Experian Public. 21
PLAN - Understand your audience
Who
The
audience
When & Why
Time of day &
Path to purchase
What
Online
interests &
activitiesWhere
Channels,
devices &
sites
22©2014 Experian Information Solutions, Inc. All rights reserved.
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Case study – travel marketing messages
Online Travel Agency:
The client was interested in identifying travel
preferences and needs of three customer segments.
The aim was to then design bespoke targeted
messaging that would cater to each segment’s
individual requirements and liking.
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Commercial Airlines Visitor ProfileClient wanted to target high value travellers
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Knowing your audience
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Wider lifestyle considerationsDiscover where your brand sits amongst your target audiences wider online activity
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Channel preferenceUnderstand which channels will elicit the strongest response from your target audience
Tailoring Messaging
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DestinationsUnderstand popular destinations searched by each group
City Prosperity Prestige Positions Rental Hubs
Domestic
International
Domestic
International
Domestic
International
Group A Group B Group O
London
Edinburgh
Glasgow
Japan
Australia
USA
Malaysia
Manchester
York
Edinburgh
France
Spain
Italy
London
Bath
Bristol
Paris
Amsterdam
Berlin
Thailand
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Experian Public. 29
Travel searches – summaryIdentify specialised travel needs and travel themes
Likelihood of searching for specific travel related themes
Less Likely
More Likely
Luxury
Restaurant
Family
Flights
Hotels
Deal
Holidays
All inclusive
Cheap
City
Prosperity
Prestige
PositionsRental Hubs
Group A Group B Group O
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Experian Public. 30
Designing content with metricsPersonalising each interaction on email and web
Like to
holiday
abroad
Prefer
non-money
offers
Clicks on
inspirational
Images
Prefer
VIP contact
Group A: City Prosperity
Extra Free
Night
Japan Australia Malaysia India
72 Hour SaleIncredible savings on your holiday
Call us on 0800 555 555 to speak to your personal
holiday assistant.
Japan Australia Malaysia India
72 Hour SaleIncredible savings on your holiday
Extra
Free
Night!
Call us on 0800 555 555 to speak to your personal
holiday assistant.
Book Now
x
31©2014 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 31
20%
Discount
Paris Rome Berlin Madrid
72 Hour SaleIncredible savings on your holiday
Have any questions? Talk to our online assistant
by clicking here.
Designing content with metricsPersonalising each interaction on email and web
Group B: Prestige Positions
Paris Rome Berlin Madrid
72 Hour SaleIncredible savings on your holiday
Have any questions? Talk to our online assistant
by clicking here.
Book Now
x
20%
Discount
Prefer to
holiday in
Europe
Prefer
monetary
discounts
Clicks on
family
imagesPrefer
web for
contact,
not phone
32©2014 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 32
50%
Discount
London Bath Newquay Bristol
72 Hour SaleIncredible savings on your holiday
Click here to see our great discounts on hotels
and nights out in the UK.
Designing content with metricsPersonalising each interaction on email and web
Group O: Rental Hubs
London Bath Newquay Bristol
72 Hour SaleIncredible savings on your holiday
Click here to see our great discounts on hotels and
nights out in the UK.
Book Now
x
50%
Discount
Prefer city
breaks with
friends
Need large
discounts to
convert
Clicks on
high energy
images
Don’t want
direct
contact
33©2014 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 33
There is a clear need to understand seasonality, key targeting periods and the days of the week when consumers will be most receptive.
Beyond this, knowing the channels that serve as the biggest traffic drivers through these periods also enables budget to be apportioned more effectively.
Brands need to be able to quickly identify groups of buyers and browsers to effectively target each of these groups with relevant content at every stage of the journey.
Developing a better understanding of the wider lifestyle interests of your customers enables you to create more tailored packages that will result in a higher rate of conversion.
Feed all of these learnings into your marketing strategy to ensure that you provide each customer with a personalised experience and drive improved engagement with your brand.
Key Takeaways
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Contact Us
@ExperianMkt_UK
0845 234 0391
www.experian.co.uk/marketing
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Experian Public. 35