digital travel trends 2017 with newmind
TRANSCRIPT
Visit Isle of Man Industry DayRichard Veal, MD
10 Digital Travel Trends for 2017
All stats courtesy of Digital Tourism Think Tank
“Millennials are the
biggest generation
ever.”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #1
50% book their trip 6 – 12
months ahead
Will represent the #1
consumer segment
by 2018
Money poor but time rich
– stay longer and spend
66% more on avg.
5 / 6 millennials will choose to
connect with companies on
social media
All stats courtesy of Digital Tourism Think Tank
Millennials
“Independent travel and travelling solo
is on the rise”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #2
“Don’t under-estimate the importance
of the female traveller”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #3
75% of those taking
nature, adventure, or
cultural trips are
women
80% of travel
decisions are made
by women - Forbes
The average adventure
traveller is a 47 yr old
woman
There’s been a 230% increase in
the number of women-only
travel companies since 2010
All stats courtesy of Digital Tourism Think Tank
The Female Traveller
“By the end of 2017, Europe will be
the first region on the planet to see
online overtaking offline as the leading
booking channel for travel products
with 52% happening online –
Phocuswright”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #4
“Tours and Activites are the key sector
for online booking in 2017”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #5
TripAdvisor’s non-
hotel segment grew
35% in 2016
83% of tour and
activities are not
bookable onlineProviders tend to get 30-
40% more bookings
after implementing an
online booking system
Trip Advisor, Air B&B and
Google all investing in Tours
and Activities
All stats courtesy of Digital Tourism Think Tank
Tours and Activities
“Consumers are cutting back spending
on material goods in favour of
spending on 'experiences'”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #6
“Planning and booking a holiday is now
a multi-device experience”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #7
69% of leisure travellers
worry that they’re not
finding the best deal using
mobile alone.
60% of travel
searches start on a
mobile device94% of leisure travellers
switch between devices
as they plan or book a
trip
18% of online travel booking is
currently done on mobile
All stats courtesy of Digital Tourism Think Tank
Multi-device Usage
All stats courtesy of Digital Tourism Think Tank
Multi-device Usage
“75% of internet
users in the UK
(that’s around 37.5
million people)
regularly consume
travel content while
they are online”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #8
“In the 45 days before booking any
travel, consumers visit travel sites an
average of 121 times. ”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #9
“Facebook says that
video will be the
leading content
format on their
platform over the
next five years”
All stats courtesy of Digital Tourism Think Tank
Key Trends for 2017: #10
You Tube is the
world’s 2nd biggest
search engine
Video will account for
more than two-thirds of
all consumer Internet
traffic by 201770% of Gen Zs watch at
least two hours of
YouTube per day
78% of people watch videos
online every week
All stats courtesy of Digital Tourism Think Tank
Video
Dreaming Planning Comparing
Booking Experience Sharing
The Visitor Journey
Visitor
Journey
Dreaming
Planning
BookingExperience
Sharing
The Visitor Journey
Video content works well
at this stage
65% of travellers start
their journey online
Travel Review Sites
are Key Influencers
Google and You Tube are
the top places to start
All stats courtesy of Digital Tourism Think Tank
Dreaming
1. Create video content
2. Use authentic imagery
3. Blog
4. Manage your reviews
What should you do?
Visitor
Journey
Dreaming
Planning
BookingExperience
Sharing
Planning
“80% of travellers now use mobile
devices in the planning stage.”
All stats courtesy of Digital Tourism Think Tank
Planning
What you do?
1. Mobile Optimise your website
2. Make sure your SEO is good
3. Create content in foreign languages
4. Don’t overlook practical content
What should you do?
Visitor
Journey
Dreaming
Planning
BookingExperience
Sharing
Experience
“Make sure that the experience
you offer is exceptional. People
share innovative and surprising
things.”
Experience
Lugano HotelHotel Lugano
Visitor
Journey
Dreaming
Planning
BookingExperience
Sharing
Sharing
“45% of visitors travel with 2
mobile devices, 40% with 3”
“Wi-Fi is the most sought after
facility by modern visitors.”
All stats courtesy of Digital Tourism Think Tank
Sharing
What should you do?
1. Help them be connected at your experience
2. Encourage them to share images and video
3. Engage those who do so
4. Reward them – room upgrade
5. Promote creative user content
What should you do?
