Date post: | 18-Dec-2014 |
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© GfK 2014 1
POWER TRENDS IN TRAVEL
Turning research into
business opportunities
Judith Nijk, Laurent de Groof
GfK
© GfK 2014 2
Albania Algeria Argentina Australia Austria Azerbaijan Bahrain Bangladesh Belgium Bolivia Bosnia-Herzegovina Botswana Brazil Bulgaria Cambodia Canada Chile China
Colombia Croatia Cyprus Czech Republic Denmark Ecuador Egypt Estonia Finland France Georgia Germany Greece Guatemala Hong Kong Hungary India Indonesia
Iran Iraq Ireland Israel Italy Ivory Coast Japan Jordan Kazakhstan Kenya Korea Kuwait Kyrgyzstan Latvia Lebanon Libya Lithuania Macedonia
Malaysia Mexico Montenegro Morocco Mozambique Netherlands New Zealand Nigeria Norway Oman Pakistan Panama Paraguay Peru Philippines Poland Portugal Qatar
Romania Russia Saudi-Arabia Senegal Serbia Singapore Slovakia Slovenia South Africa Spain Sudan Sweden Switzerland Syria Tajikistan Taiwan Tanzania Thailand
Tunesia Turkey Turkmenistan Uganda Ukraine United Arab Emirates United Kingdom Uruguay USA Uzbekistan Venezuela Vietnam Yemen
GfK Group: active in more than 100 countries
© GfK 2014 3
GfK Group: Consumer choises & experiences
© GfK 2014 4
GfK Solutions within the Travel Industry
Retail tracking Audience tracking Purchase tracking
Travelscan
© GfK 2014 5
6 Powertrends in Travel GfK Global Travel Market Insights
© GfK 2014 6
26%
52%
9%
13%
Package travel
Acco only
Only transport
Transport & Accoseparate
Total Number of
Bookings: 5.856.263
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK TravelMonitor and GfK Media Efficiency Panel 2014
1 INSIGHT
More than 50% of all bookings is accomodation only
© GfK 2014 7
1 Source: GfK MobilitätsMonitor, 20,000 private households in Germany 2 Source: overlap of GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
Today Internet is part of nearly all consumer journeys of
European travelers
1 1 2 2005/06 2008/2009 2014
50
Usage of internet as information and/or booking channel
for travel bookings between 2005 and 2014 (%)
1 INSIGHT
Pure Offline
Conversions
(booking and
research)
Online is part
of consumer
journey
(booking and/
or research) 50
42
58
10
90
© GfK 2014 8
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
Cross-channel usage is strong, so ensure synergy
of message across on- and offline touch points
INSIGHT 2
75%
2012
© GfK 2014 9
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK TravelMonitor and GfK Media Efficiency Panel 2014
INSIGHT 2
14 10 75 15% 18% 67%
2014
But online is growing fast. All ready 2/3 is internet only
in the Netherlands.
© GfK 2014 10
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK travel Monitor and GfK Media Efficiency Panel 2014
Internet by far the most important touch point in the
customer journey. Travel agent and catalogues in decline
for package travel
INSIGHT 3
0,3
8
13
12
83
0
5
2
2
80
0,5
2
3
2
90
Tourist Office
Travel Guide Books
Catalogues
Travel Agency
Internet
Hotels
Flights
Package
Travel
© GfK 2014 11
Audience tracking
© GfK 2014 12
Laptops and PC’s are still the dominant way for travelers to
orientate, but tablets are ascending quickly.
63% 64%
12% 17%
25% 19%
0%
20%
40%
60%
80%
100%
AVG 4 Tour Operators Booking.com
Tablet
Phone
PC / Laptop
INSIGHT 4
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK travel Monitor and GfK DDMM april-aug 2014
© GfK 2014 13
2014
Reach, contact frequency and time spend are measured
on an individual level. Neckermann increase in June also
visible in market share on packaged tours.
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
April May June July August
Sunweb
Neckermann
Corendon
Arke
INSIGHT 4
Vis
itors
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK travel Monitor and GfK DDMM april-aug 2014
© GfK 2014 14
30%
50%
70%
avg 4 Tour Operators Sunweb
Vrouwen 13+
Mannen 13+
INSIGHT 5
Websites are profiled. On average more women visit
travel websites.
Vrouwen vinden Harry
blijkbaar leuker dan
mannen
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK travel Monitor and GfK DDMM april-aug 2014
© GfK 2014 15
1 Number of visits | Same color represents visit to same touchpoint | Destination Searches colored in dark blue! | Method: 1. Define the sequence of visits. Which type of website was
on average closest to the moment of purchase; 2. Define the average number of visits per type of website (i.e. retailer websites); 3. Show the sequence for the average number of visits
per type of website; 4. Specify websites per type and mark visits to the same website with the same color | Base: GfK Media Efficiency Panel 2012, Customer Journey Analysis for 2,155
travel bookings (thereof 853 online bookings) - Source: GfK Media Efficiency Panel 2012
Digital touch points help consumers to find out about their actual
wishes and needs, so make your brand "discoverable" online
INSIGHT 6
Start Booking
Same color represents visit to same retailer
Ag
gre
ga
tor
Se
arc
h
Air
D
es
tin
ati
on
R
eta
ile
r
14 visits
1 visit
2 visits
33 visits
6 visits
20 19 18 17 16 15
14
13
12
11 10
9
8 7
6
5 2
1 4
3 21 25
24
23
22 26
30 29
28
27
31 32 33
11 10 9 8 7 6 5 4 3 1 2 12 13 14
4 2 3 1 1 2 2 3 4
1
1 2
• 68% of retailer consideration
set is fixed in first half of all
orientation actions
• 67% of all unique actions are
fixed in the first half of all
orientation actions
© GfK 2014 16
Being present on all touchpoints is becoming mission critical
tagesg
eld
INSIGHT
25% 10x ~2/3 About a quarter of
travel bookers
don’t know they’re
going to book a
holiday
3 months before
purchase
They consider ten
times more brands
than they expect
upfront
After the booking
they forget two
third of the brands
they considered
6
© GfK 2014 17
6 Insights learned from GfK Purchase Journey
1 Internet
is part of 90%
of the
consumer
journeys 2
Cross-channel
usage is strong,
ensure synergy
of message 3 Travel
agencies and
catalogues are
still important
touch-points for
packaged
tours
5 25% of travel
bookers don’t know
they are going to
book a holiday
3 months before
purchase
1 Internet
is part of 90%
of the
consumer
journeys 2
Cross-channel
usage is strong,
ensure synergy
of message 3
7 Make
your brand
discoverable
online 10 Multi device
Strategies need
deep understanding
of mobile behavior 4 25% of travel
bookers don’t know
they are going to
book a holiday
3 months before
purchase 5
Make
your brand
discoverable
online 6 Multi device
strategies need
deep understanding
of mobile behavior
But travel
agencies and
catalogues become
less important
for packaged
tours
© GfK 2014 18
Judith Nijk
Business consultant Travel
+31 (0)20 713 30 23
Laurent de Groof
Managing consultant
+31 (0)162 38 43 63