The Online Customer Journey for Travel

Customer journeys are more complicated than ever…

DAY 1

DAY 70

Online as a touchpoint for offline customers

Source: Gfk Consumer Scope October 2012

43% of Travel Planners were cross-screening in 2012

Source: The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour, Google/Ipsos, Sept 2012

Inspire and inform consumers  to  ensure  your  brand  makes  

it  into  the  ini2al  considera2on  set  

1

Reaching and inspiring through media

Media  Time  spent  per  day  

63%  of  internet  users  in  the  UK  have  increased  the  amount  of  3me  they  spend  online  compared  to  the  23%  increasing  the  amount  of  2me  spent  watching  TV      1  in  2  UK  smartphone  users  use  their  

device  while  watching  TV    

   

INTERNET  

TV  

RADIO  

OTHER  

24%  

Source:  Edelman  as  cited  by  eMarketer,  May  2011  

The internet is the leading source for travel planning info

Internet   Peers   Brochures   Magazines   TV   Travel    Agents  

News  papers  

Radio  

85%   60%   32%   24%   22%   18%   12%   7%  

% of travellers who use this source for planning travel

Source: UKOM Netview Jan-March 2012

Search is the gateway – can you be found?

19%*

Search continues to evolve: Better results for the user

Remarketing for search

Improving the journey for flights and hotels

Interest & Audience Targeting    

Contextual Targeting

Through the gateway to content – 95% of a user’s time

Reach customers through new channels

Customers respond differently based on their holiday needs

•  Escapism •  Status •  Excitement

•  Kids activities •  Affordable •  Local amenities

EMOTIONAL  BASIS   RATIONAL  BASIS  

Maintain strong

position in

consideration set as  brands  are  added  to  or  subtracted  from  

the  mix  

2

1

Sites Visited Up To First Purchase

Source Nielsen/ Google Clickstream 2010 Base: Purchasers in the Travel market Note: Number of sites visited per person by purchase category UP TO the first purchase event

Num

ber o

f site

s vi

site

d

Purchasers

20.4

20.3

19.9

15.1

14.9

14.7

13.9

13.4

13.2

13.1

12.9

12.4

11.3

10.4

10.4

10.2

9.9

8.5

8.4

Car

Hire

Hot

el A

ggre

gato

r

Des

tinat

ion

Tour

Ope

rato

r

Airp

ort

OTA

Mul

ti-C

ateg

ory

Trav

el Ferry

Low

Cos

t Airl

ine

Hot

el

Airl

ines

Vac

atio

n R

enta

l

Bus

Cru

ise

Trai

n

Flig

ht A

ggre

gato

r

Them

e P

ark

Cam

ping

Mul

ti-C

ateg

ory

Gro

und

Tran

spor

t

A Package Holiday purchase was preceded by 15.1 different site visits

Active evaluation: searching for you and competitors in the same session

Source: Google Trends for Marketers

Multi-tabbing and verification – impartial reviews and rich content

Is it what it says it

is?

Is this right for

me?

Am I getting the best value?

Verification through reviews, photos and video

Organise playlists by: Region, destination, holiday type, holiday

need, brand, property features,

rep tips

How video can address those customer questions

The video channel as a destination

Continue the conversation

Make your customers

want to complete the

transaction either  online  or  offline  

3

2

1

Make conversions easy...

0.3% to 1% of    visitors  to  tour  operators  online  transac2ons  convert    into  a  sale  in  that  session  

Source:  CCB  2011  

Product and Pricing: Relevancy and urgency

A pure online journey is not even half the picture

Source: Consumer Commerce Barometer

Mobile complicates this journey further

ONLINE  

39% of    UK  Smartphone  

users  who  started  their  research  on  their  

mobile  later  purchased  on  their  computer  

Sources:  1)Shopatron Research, June 2010 2)  &  (3)Google  &  Ipsos  Media  CT,  “Mobile  Consumer  Evolu2on:  Understanding  Smartphone  Users”,  Aug,  2011

Tablet  Conversion  rates  are  equal  to  or  higher  than  

on  PC’s  

Mobile complicates this journey further

ONLINE   OFFLINE  

YOUR SHOP

Sources:  1)Shopatron Research, June 2010 2)  &  (3)Google  &  Ipsos  Media  CT,  “Mobile  Consumer  Evolu2on:  Understanding  Smartphone  Users”,  Aug,  2011

43% 39% 26% 11% 12% 8%

Continue to engage with  those  who  are  advocates  of  your  brand  

4

3

1

2

Post-Booking & Experience phase

30 sec

MAKE  IT  EASY:    FAQs,  Transfers,  Packing  3ps,  How-­‐to  

PUMP  THEM  UP:  Ancilliaries,  Monthly  entertainment,  Local  informa3on  

On holiday and still connected

IN-­‐FLIGHT/  ON-­‐PROPERTY  SERVICES  

CONTEXT/LOCATION-­‐AWARE    DESTINATION  INFO  

81%  of  smartphone  users  have  looked  for  local  informa2on  

Sources:  Google  &  Ipsos  Media  CT,  “Mobile  Consumer  Evolu2on:  Understanding  Smartphone  Users”,  Aug,  2011                                    TripAdvisor  survey  2012    

45%  of  smartphone  users    have  researched  further    informa2on  on  services  available  in-­‐flight  or  at  their  accommoda2on  

CAPTURING  AND  SHARING  THE  EXPERIENCE  

89%  of  social  media  users  share  status  updates  on  what  they  are  doing  and  seeing  whilst  on  holiday  86%  of  social  media  users  share  photo’s  whilst  on  holiday  

YOUR SITE

YOUR REMARKETING ADS

Customer  Rela2onship  Management  

beyond  Email  

YOUR STORE

Continue to talk to those who have converted

Reach  your  consumer  at  every  stage  of  

the  NEW CUSTOMER JOURNEY

across  MULTIPLE DEVICES ensuring  

that  they  have  a  one  single,  SEAMLESS

EXPERIENCE across  online  and  offline  

channels