customer journey travel - itb · pdf file© travel & tourism | customer journey travel...

© Travel & Tourism | Customer Journey Travel | March 2014 1

CUSTOMER JOURNEY TRAVEL New market research insights

Matthias Hartmann, CEO GfK Group

ITB Berlin, March 4, 2014


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 German travelers

1 1 2 2005/06 2008/2009 2012

50

Usage of internet as information and/or booking channel

for travel bookings between 2005 and 2012 (%)

1 INSIGHT

Pure Offline

Conversions

(booking and

research)

Online is part

of consumer

journey

(booking and/

or research) 50

42

58

10

90


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

14 10 75


Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.


For packaged tours, travel agencies and

catalogues are still important touchpoints

INSIGHT 3

0

11

42

30

82

5

24

12

13

83

5

8

8

8

81

Tourist office

Travel guide books

Catalogues

Travel agency

Internet

Hotels

Flights

Package

Travel


Bookings

(Survey)

Press

The single source approach enables joint analysis

of travel bookings and online research data

TV (Audio Sound

Matching)

Internet @home

(Browser Plug In)


Source: GfK Media Efficiency Panel Netherlands

Purchase journeys can be extremely complex,

so be in the right place with your message

INSIGHT 4

Aggregator

Travel Agencies

Destinations

Start of Research

Supplier Branded Search

Longtail

End of Research

Generic Search



Search has proven to play an important role in purchase

decisions across categories, so SEM and SEO are must-haves

holidaycheck

deutsche bahn bahn.de

luft

ha

nsa

db

air berlin

tui

hrs

neckermann reisen

flughafen frankfurt

ab

in d

en u

rlaub

sonnenklar

bahn

hote

l ry

an

air

ne

cke

rma

nn

aid

a

aldi reisen

lidl reisen

die bahn

airberlin

sw

oo

do

o

trivago

berge und meer

condor

germanwings berge und meer

expedia

sonnenklar tv

hotelbewertungen

fahrplanauskunft

ltur

adac r

eis

en

center parcs

flughafen hamburg

busreisen leitner

bvg.de

cam

pin

gpla

etz

e campingplatz

in pirna celebrity cruises

chichester

club aldiana tunesien

colmar

tagesg

eld

credit euro

db fahrplanauskunft

dechsendorf

delft holland

der tour

deutsche bahn fahrplan

urlaub

flughafe

n tegel

Ab-in-den-urlaub.de

mitfa

hrg

ele

genheit

rew

e re

ise

n

ad auskunft

Mein schiff

muenchen

reis

enru

ecktr

itts

vers

ich

eru

ng

tui premium katalog

dresden veranstatungen

expedia.de

Flu

ghafe

n n

uern

berg

flu

gpla

n

gebeco rundereisen

hamburg

hotel bellevue dresden

hotel steitgenberger dresden

hurt

igru

ten

kloester in sueddeutschland

leipzig

ma

uri

tius b

este

re

ise

ze

it

mietwagen

netto reisen

nrs

re

ise

n n

ue

rnb

erg

rosto

ck

rundreisen myanmar schauinsland

therme erding

travelzoo

tui rundreise myanmar

4* hotels in bad fuessing

arc

ote

l kais

erw

asser

bahncard 25 barc

elo

na booking

british airways

costa allegra

costa concordia

flu

gh

afe

n h

an

no

ver

guenstige fluege

hotel adler in haeusern

schw

arz

wald

hote

l m

arc

aure

l bad g

oegg

ing

hote

l m

on

arc

h b

ad g

oegg

ing

hotel mooshof bodenmais

hotels am chiemsee

ho

tels

in b

ad

go

eg

gin

g b

aye

rn

hotels in haeusern

schwarzwald

jakobsweg

kaufland reis

en

paloma oceana resort

stadt dresden

starlight express

wa

ldh

ote

l sch

mitte

n-o

be

rre

ife

nb

er

5* hotels auf kreta

abflug hamburg

accor hotels

air berlin flugplan

buesum

club aldiana zypern

color line

dert

our

kata

log

de

uts

ch

e b

ah

n a

usku

nft

dresden

ehat air berlin

emirates

erf

urt

etihat air berlin

europapark rust

fam

ilie

nu

rla

ub

flughafen duesseldorf ankunft

flughafe

n l

as p

alm

as t

ransfe

r

flughafe

n l

eip

zig

flughafe

n n

uern

berg

abflueg

e

gut ising chiemsee

hotel azia resort & spa paphos

hotel cliff bay

resort madeira

hote

l eder

mic

haela

saalb

ach

hote

l st.

leonhard

ueberl

ingen

hotelsuche

hrs

.de

jetwing hotel

negombo

kle

mm

re

ise

n 2

01

2

koeln

la

st m

inute

reis

en

mallorca

marco polo reisen

mueggelseehotel

robinson club

rob

inso

n c

lub

kre

ta

ruegen

sbahn ffm/flughafen

schulferien 2012

grand

seaside hotel residencia

singapur airlines

snowtrex

stadtplan berlin

staedtereisen

thomas cook

www.tui-card.de

zoo leipzig

zugverbindungen

air

waystr

avel

ald

i-re

isen

bad koesen

berchtesgaden

best western friedrichshafen holidaycheck

best western hotels deutschland

condor

ein

tagsflie

ge

n

db.de

desig

n h

ote

l le

ipzig

duesseldorf flughafen

einreise usa

etap

fahrplan db

fewo direkt

film

tra

um

hote

l m

ale

div

en

flughafen berlin

flughafen frankfurt abflug

flughafen koeln

flughafe

n k

oeln

-bo

nn p

ark

en flughafen palma de mallorca

flughafen zweibruecken

freigepaeck sri lankan

airlines

gasthof koeck

geschwindigkeitsbeschraenkung in ortschaften

hcx reisen

hotel alpina ischgl

ho

tel b

aye

risch

er m

iesba

ch

hotel best western boppard

hotel miramar frankfurt

hotels in lindau bodensee

hotels in rosenheim bayern

http://w

ww

.db.d

e

interchalet

koenig der loewen

kurz

url

aub

leipzig tourismus caravaning

lufthansa check in

luft

hansa f

ra n

ew

york

wie

viel

gepaeck

lufthansa.de

madeira

meie

rsw

eltre

isen o

nline k

ata

log

mile

s a

nd m

ore

kre

ditka

rte

motel one

msc

msc kreuzfahrten

myaida

parkhotel crombach rosenheim

pensionen

prag

reis

e d

om

inik

an

isch

e r

ep

reise-preise

ryan air

schauin

sla

ndre

isen

se

mp

ero

pe

r

semperoper spielplan

skyscanner

srilankan airlines

sta

dtp

lan h

am

burg

wensenbalk

en

staedtereise nach barcelona

ho

tel h

am

bu

rg

bundesbahn

suitehotel leipzig

thueringen

tue

rke

i url

au

b

van d

er

valk

vtours

warnemuende

wellnesshotel

wellnessurlaub

wie kann ich kindergeld beantragen

5 hotels ibiza

5 vor flug

aachen

ab in d

en u

rlaub g

uts

chein

abflug v

on h

am

burg

nach r

as a

l khaim

ah

airberlin.de

aldi reisen sued

aldiana zypern

alltours als

terv

erg

nu

eg

en 2

012

annoncen avis

austrian airlines

bad kissingen

bad reichenhall

barcelona flughafen transfer

baumeister

berlin gendarmenmarkt berlin hotel guenstik

billige fluege

bkk tui

bruegge

stuttgart flughafen

be

rlin

bill

igfluege

ferien 2012 billigfluege.de

reisen

flughafen muenchen hrs tuifly

easyjet

best

weste

rn

ho

tel.d

e

flughafen nuernberg

thomas cook reisen

frankfurt flughafen

last minute

holiday check siegessaeule, berlin

kreuz fahrten

tropic

al is

land

flughafe

n h

am

burg

db

au

sku

nft

penny

reis

en

swiss air

mein schiff

fahrp

lanauskunft

hote

lbew

ert

ung

en

fti

muenchen

travel 2

4

flu

gh

afe

n te

ge

l

flughafen stuttgart

flughafen duesseldorf ferienwohnung

bahnauskunft

dertour tchibo reisen

trip

avdis

or

flughafen dresden

europapark

opodo

eu

rop

ca

r

fluege

viol reisen

db f

ahrp

lan

london

holidaycheck.de

weih

nachsm

ark

t

potsdam

INSIGHT 5

The bigger a search term appears, the more often it was used for booking during on-line research processes.



Online research behavior shows 2 different groups:

fast bookers and intensive researchers before booking

INSIGHT

20

16

8 7

4 3 3 3 3

2 1

2 1 1 1 1 1

2 1 1

2 2 2 3

4 2 2

0

1 4 7 10 13 16 19 22 25 28

Intensive Researchers

49%

Fast Booker

51%

6


1 Up to 4 weeks online research before booking


Optimize your online product portfolio according to the

specifics of the target groups

Intensive Researchers 51% Fast Booker1 49%

Booked Hotels and

Package Travel more often

Booked Flights

only more often

Booked slightly more travels to

German speaking destinations

and Eastern Mediterranean see

Booked travels to the Western

Mediterranean See and Out

of Europe more often

Are rather female Are rather male

Are slightly younger

(higher index for travelers <30)

Are slightly older (higher

index for travelers >50)

Are more likely to live in a

household with >2 people

Are more likely to live in a

household with 1 – 2 people


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 Average clickstream prior to all bookings of Intensive Research Booker

Inte

nsiv

e R

ese

arc

h B

oo

ke

r

Aggre-

gators

Sup-

plier

Travel

Agency

Branded

Search

Generic

Search

Desti-

nation

Long-

tail

191

101

41

51

151

31

221

1 5 4 3 2 9

8 7 6 13 12 11 10

14 19 18 17 15

16

4 3 2 1 6 5 10 9 8 7

4 3 2 1

1 5 4 3 2

3 2 1

1 5 4

3 2 9 8

7

6 11 10 15

14

13 12

4 3 2 1 8 7 6 5 12 11 10 9 13 16

15

14 18 17

22

21

20

19

7



Online Travel Agencies and Aggregators dominate

the list of visited websites

INSIGHT 8

Hotels Flight bookings Package Travel

16

16

17

17

17

17

19

19

20

24

25

30

31

31

34

36

36

38

38

40

41

44

46

76

berge-meer.de

ltur.com

dertour.de

reisen.de

pointoo.de

tuifly.com

schulferien.org

tui.com

flug24.de

germanwings.com

billigfluege.de

swoodoo.com

hotel.de

ab-in-den-urlaub.de

airberlin.com

lufthansa.com

tripadvisor.de

opodo.de

booking.com

holidaycheck.de

hrs.de

expedia.de

fluege.de

bahn.de

11

12

13

14

14

14

15

16

17

18

18

20

20

21

23

23

27

28

31

33

36

44

47

50

hamburg.de

berge-meer.de

tchibo.de

billigfluege.de

ab-in-den-urlaub-deals.de

tui.com

schulferien.org

airberlin.com

trivago.de

opodo.de

lufthansa.com

travel24.com

pointoo.de

reisen.de

fluege.de

t-online.de

expedia.de

tripadvisor.de

hotel.de

ab-in-den-urlaub.de

hrs.de

holidaycheck.de

booking.com

bahn.de

13

13

13

13

13

14

14

16

17

17

17

18

18

19

19

23

24

25

27

31

32

38

48

52

weg.de

thomascook.de

ab-in-den-urlaub-deals.de

ltur.com

swoodoo.com

sonnenklar.tv

bild.de

pointoo.de

lufthansa.com

tui.com

t-online.de

hotel.de

airberlin.com

opodo.de

fluege.de

hrs.de

expedia.de

tripadvisor.de

travel24.com

reisen.de

booking.com

ab-in-den-urlaub.de

holidaycheck.de

bahn.de

Reading example: hotel.de was visited by 31% of all travelers who booked hotels and did online research

Top websites1 (net reach %) of all travelers who did online research

Supplier

OTA/

Aggregator/

Meta-Search

Travel Info


Source: GfK Media Efficiency Panel UK

Many opportunities to catch consumers, but only one to convince –

optimize your site to make sure each visit has a positive outcome

INSIGHT 9

Thereof visiting only once Net reach

Tour Operators Ag-

gre-

gator

17 14 10

5 3 3

35

A B C D E F A

48% 36% 65% 64% 90% 86%

32%


Jan. 11 Jul. 11 Jan. 12 Jul. 12 Jan. 13 Jul. 13 Source: internal data from Google, used with permission

More mobile devices will lead to more

mobile travel related search queries

INSIGHT 10

0

100

200

300

400

500

600

700

+194%

Increase (Jan – Aug. 2013 vs.

Jan – Aug. 2012)


Source: GfK MobileInsights UK

With the growth of mobile, it is crucial to understand

this sector before engaging a multi-device campaign

1/3 of smartphone users

visited a travel related site

over the network, making

it the 4th highest ranking

category in terms of

unique users.

8.9

Sessions

per user

5.3

Minutes

per session

Who is using

mobile travel sites?

Aged

25 – 34

Earning

£10 – £40k

MIDWEEK LUNCHTIME

browsing when at work.

When is the peak usage

time for mobile travel sites?


10 Insights learned from GfK Purchase Journey

1 Internet

is part of 90%

of German

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

4 Purchase

journeys can be

extremely complex,

be in the right

place with your

message

5 Search has an

important role in

purchase decisions:

SEM and SEO are

must-haves 1 Internet

is part of 90%

of German

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

6 Online

research behavior

varies between

fast bookers and

intensive

researchers

7 Make

your brand

discoverable

online 8 OTA and

aggregators

dominate the

list of visited

websites 9 Many

opportunities to

catch searching

consumers,

but only one to

convince

10 More mobile

devices will

lead to more travel

related queries

4 Purchase

journeys can be

extremely complex,

be in the right

place with your

message 5

Search has an

important role in

purchase decisions:

SEM and SEO are

must-haves

6 Online

research behavior

varies between

fast bookers and

intensive

researchers 7

Make

your brand

discoverable

online 8 OTA and

aggregators

dominate the

list of visited

websites 9 Many

opportunities to

catch searching

consumers,

but only one to

convince 10

More mobile

devices will

lead to more travel

related queries


THANK YOU FOR YOUR ATTENTION

Matthias Hartmann, CEO GfK Group

ITB Berlin, March 4, 2014

customer journey travel - itb · pdf file© travel & tourism | customer journey travel...

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