consumer behaviours in travel and tourism and opportunities for tourism businesses
DESCRIPTION
Presentation to tourism SMEs in Cambridgeshire, UK on the latest digital marketing trends and opportunities, prepared and delivered May 2011.TRANSCRIPT
Consumer behaviours in travel and tourism and opportunities
for tourism businesses
Andrew Daines
Huntingdonshire Association for Tourism3 May 2011
About me: Andrew Daines• Travel and tourism industry professional
– 14 years with VisitBritain– 3 years in the commercial travel sector– European Travel Commission Marketing & Technology Network chairman (2010) and vice chairman (2008‐9)
– Tourism Management Institute Council of Management / National Council member 2006‐11
– Business and Tourism Management graduate
• Keen traveller!
linkedin.com/in/andrewdaines
Topics for today
• Overview: the past digital decade• ‘Traditional’ web – broadcast • Social media – dialogue• User ratings and reviews• Online booking• Mobile
2000
2002
2004
2006
2008
2010
361
587
817
1,093
1,574
2,050
Global online population (millions)
Source: Internet World Stats
Year The Digital Decade
The British online
• Over 51 million internet users – 82.5% of the population
Source: Internet World Stats, June 2010
• 60% of the population use the internet every day
Source: ONS, August 2010
• 62% of UK adults bought goods and services online in year to Aug 2010
Source: ONS, August 2010
Travellers online
• 37% of UK travellers do ALL their research online
Source: Hotelmarketing.com, November 2010
• Over a third of travellers visit 6‐10 websites when planning a trip
Source: WAYN / WTTC / Frommer’s August 2010
• Travellers book flights early, but 20% book accommodation within 5 days of stay
Source: Travel Daily News, November 2010
Maximise free online exposure
• VisitBritain / VisitEngland– Highly focused audiences– Lots of free additional distribution
• Google Places– Part of the UK’s most widely used search engine– Integration with other Google services, e.g. maps
• Facebook– World’s largest social media site– Huge growth in mobile access to Facebook
VisitBritain / VisitEnglandNational Tourism Product Database
• Display images – up to six. Search results display products with images first.
• Use the ‘short description’ to identify your product’s key features in 3 lines / 30 words
• Provide indicative pricing (even if you have online booking)
• Provide accessibility content• Make sure telephone / e‐mail / website details are correct
• Contact for updates: Suzie Rowe, New Vision Group, [email protected], 0845 166 2217
Long descriptions – differentiation
• What’s your product best suited for? (clientele):– A romantic getaway?– Family fun?– Business visitors?
• What’s your location?– Perfect for peace and quiet?– Right in the action?– Brilliant for public transport?
• What’s the food and drink like?– Breakfast to keep you going all day?– Locally sourced / gourmet?– Easily adaptable for special diets?
Global, national and regional distribution
National Tourism Product Database
Interoperability GatewayRegional
campaign
Cross‐regional campaign
Global and national websites
Third party websites
Other online devices
VisitBritainoffline / print
TIC extranet
• Compiled from variety of sources – inc. VisitBritain
• Find your business and check the content• Sign in, make changes if necessary, then verify the content as being correct
• 664,000,000 subscribers worldwide• Half the population of North America have a Facebook account (almost a quarter of the population of Europe)
Source: Internet World Stats, April 2011
• Facebook users who are referred to travel booking sites are far more likely to book travel than those who are referred via search engines like Google
Source: Mediapost, August 2010
• Add or claim your business to edit content and create Facebook Deals (more later)
• Not free...but worthwhile?• World’s no.1 travel site (UK’s no.2)• Launched 2000, now with over 35 million monthly unique users, 10 million members
• Contains over 45 million reviews• One of the few western social media sites to be available in China
TripAdvisor Business Listings
• How much does it cost?
No. of rooms Rate per annum
Up to 5 rooms £225 ‐ £245
6‐10 rooms £300 ‐ £360
More than 500 rooms Max £6,500
Visitors like user reviews and ratings
Source: TripAdvisor, March 2009
Savvy businesses embrace TripAdvisor
Notice the integration with Facebook?
Make user reviews work for you
How important is it to be bookable online?
• 70% of UK adults say they prefer to book online– To find the best price (54%), convenience (31%)
Source: Travelmole / YouGov, February 2011
• 26% of UK adults do all their holiday booking online– On average, visiting the website 3‐4 times before completing the transaction
Source: Hotelmarketing, November 2010
Room rates: online vs offline
Average Room Rate
July 2010
% YOY Aug 2010
%YOY Sept 2010
%YOY Q3 2010
%YOY
Online £62 1% £65 5% £59 ‐1% £62 2%
Offline £55 ‐7% £58 ‐4% £54 ‐8% £56 ‐6%
Combined £57 ‐5% £55 ‐2% £55 ‐6% £57 ‐4
Source: eviivoAverage room rates compiled from businesses using eviivo’s products and services in the East of England regionwww.eviivo.com
Performance: VisitBritain / VisitEnglandWhite Label Product Search
2007/8 2008/9 2009/10 2010/11Number of referrals 17,637 18,929 82,422 272,554Value of referrals (£)
4,588,343 4,161,855 17,015,325 64,274,618
Number of bookings
1,228 2,297 10,898 13,741
Value of bookings (£)
187,982 391,545 1,803,750 2,335,907
Mobile headlines
• October – December 2010: 36% of US / 29% European mobile users accessed online content
Source: ClickZ, February 2011
• Smartphone adoption grew considerably in 2010:– 63,000,000 smartphone handsets in the US– 71,651,000 in France / Germany / Italy / Spain / UK
Source: Marketing Charts, February 2011
• Mobile travel bookings accounted for 15% of all reservations in 2010
Source: Travelmole, February 2011
Did Apple change everything?
At October 2010, Apple had sold over 73 million iPhonesSource: telecoms.com, October 2010
Facebook Places
Growth of Facebook Places
January 2011
Growth of Facebook Places
last week
Growth of Facebook Places
Yesterday
Facebook Deals: Coming soon to Europe...
Things to do now
• Check your product entry on visitbritain.com / enjoyengland.com– Update or enhance as necessary– Make sure you’re ‘opted in’ to third party distribution
– Contact: Suzie Rowe, New Vision Group, [email protected], 0845 166 2217
• Check your business on Google and Facebook• Encourage your satisfied customers to tell the world about their great experience
