The changing digital visitor: how the modern travel consumer finds inspiration, researches and...

The changing digital visitor: how the modern travel consumer finds inspiration, researches and plans, leveraging desktop and mobile

devices before, during and after their tripPresented by Scott Caufield

DMO Sales Manager, MidwestTwitter: @scottcaufield

A world dominated by Mobile

Marketing strategy shifts with consumer behaviorMobile is a new opportunity to reach engaged consumers

Source: comScore July 2015

TripAdvisor Media GroupTripAdvisor

ExpediaPriceline

HomeAwaySouthwest Airlines Co.

Hotels.comBooking.com

Orbitz WorldwideMarriott

Yahoo TravelUSA TodayKayak.com

Hilton HotelsUnited AirlinesDelta Airlines

American AirlinesInterContinental Hotels Group

HotwireDisney Parks & Travel

TravelocityAbout.com Travel

CheapOairEnterprise

CNN Travel

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000

36,80432,413

17,31512,246

7,76510,0478,6679,1938,530

6,6648,023

4,4217,2266,767

5,5756,4105,4934,7646,0993,0555,0423,2156,0624,1913,451

40,11836,480

9,4585,813

9,2746,988

6,6184,6215,204

6,0894,607

7,8014,6995,007

5,1783,998

4,4454,680

3,0796,114

3,2034,750

1,8132,7103,104

TripAdvisor – United States (incl. mobile)TripAdvisor has nearly 32.4m users on desktop and over 36m mobile users

Mobile ExclusiveDesktop

4

Traveler Life Cycle

Awareness

Not planning…but open to inspiration

Consideration Starting the process

Comparison Short list of hotels

BookingFlight -> Hotel

Experience Actively

on vacation

AdvocateReviews, Facebook, WoM

Week -20+“Not Yet Ready”

Week -16: • 5 Destinations• 0 Hotels


Week -4:• 1 Destination• 15 Hotels

Week 0 • Booked

Book Additional Activities

• Restaurants• Attractions• Tours, etc.

Already thinkingabout next trip!

• More than 40,000 surveyed• Reveals the motivations behind travelers’

vacation choices• Reports emotional differences at the

various stages of a vacation and post-trip

www.tripadvisor.com/TripBarometer

The Connected Traveler

Source: TripBarometer Connected Traveler Report 2015

There’s a growing subset of Connected Travelers, or travelers who have used

their smartphone to plan or book travel.

Planning & Booking

Traveler Life Cycle: Pre-Trip

Awareness

Not planning…but open to inspiration

Consideration Starting the process

Comparison Short list of hotels

BookingFlight -> Hotel

Week -20+“Not Yet Ready”



Week -4:• 1 Destination• 15 Hotels

Week 0 • Booked

Transactors who visited TripAdvisor: % increase vs. non TripAdvisor visitors

Site Visits (31 vs. 11) +188%

Pageviews (167 vs. 49) +240%

Minutes Researching (98 vs. 29) +243%

Searches (36 vs. 16) +133%

Days (88 vs. 75) +17%

Source: comScore Data Services

Devices Used During Trip Planning, by Stage

Base: U.S. online travelers (2014: N=2,667; 2013: N=2,203)Source: Phocuswright’s Traveler Technology Survey 2014

20%

10%

0%

40%

30%

60%50%

80%

70%

90%

Destination Selection Travel Shopping Booking

Desktop 2013 Desktop 2014 Smartphone2013 Smartphone2014

Online Travel Traffic Trends

Source: Phocuswright’s The Mobile Travel Landscape 2015

Cumulative Mobile Travel Gross Bookings Growth by Market, 2012-2016

390% 379% 171%

5,729%

1,327%

U.S. Europe Japan China India

The Connected Traveler


What Mobile Themed Amenities do Connected Travelers Look For?

gces

Power adapters to charge their devices

• Mobile booking app

• Mobile check in

The Connected TravelerMobile vs. Desktop


While laptops are still the most common method for booking (55%), mobile booking isn’t far behind at 45% for

Connected Travelers.

The Connected TravelerWhat’s important?


What Connected Travelers find Very Important when booking:

TripAdvisor Reviews - 58%Recommendations from friends - 49%Amenities - 44%Promotions/Discounts - 39%

During the Trip

Traveler Life Cycle: During the Trip

Experience Actively

on vacationBook Additional Activities

• Restaurants• Attractions• Tours, etc.

The Connected TravelerConnected Travelers are especially engaged on mobile while on their trip


Getting Directions/Using Maps:Global Travelers - 67%

Connected Travelers - 81%



Looking for Restaurants:Global Travelers - 56%




Looking for Activities:Global Travelers - 51%




Reading Reviews:Global Travelers - 47%


More than 80% of TripAdvisor travelers feel that

TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

Post-Trip

.

Traveler Life Cycle: Post-Trip

AdvocateReviews, Facebook, WoM

Already thinkingabout next trip!

Post Trip FeelingsCultural Enrichment

Source: TripBarometer Psychology of Travel Report, 2014

Post Trip FeelingsMore Travel, Please!


Don’t Put the Suitcase Away Yet!

66% of travelers are prompted to book another trip

upon returning from vacation.

KEY TAKEAWAYS

Takeaways


• Mobile and desktop coexist in the path to purchase, but mobile is most dominant.

• Review site content is the strongest driver in booking and a key factor for decisions made during the trip.

• Engage with travelers post trip – they’re already thinking about their next trip!

T h a n k y o u

Scott [email protected]

972-489-4543 – mobile469-481-6479 – office

Twitter: @scottcaufield

mailto:[email protected]

Date post:	16-Apr-2017
Category:	Education
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The changing digital visitor: how the modern travel consumer finds inspiration, researches and...

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