© 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
© Travel & Tourism | Customer Journey Travel | March 2014 2
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
© Travel & Tourism | Customer Journey Travel | March 2014 3
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
© Travel & Tourism | Customer Journey Travel | March 2014 4
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
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
© Travel & Tourism | Customer Journey Travel | March 2014 5
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)
© Travel & Tourism | Customer Journey Travel | March 2014 6
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
© Travel & Tourism | Customer Journey Travel | March 2014 7
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
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.
© Travel & Tourism | Customer Journey Travel | March 2014 8
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
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
© Travel & Tourism | Customer Journey Travel | March 2014 9
1 Up to 4 weeks online research before booking
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
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
© Travel & Tourism | Customer Journey Travel | March 2014 10
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
© Travel & Tourism | Customer Journey Travel | March 2014 11
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
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
© Travel & Tourism | Customer Journey Travel | March 2014 12
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%
© Travel & Tourism | Customer Journey Travel | March 2014 13
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)
© Travel & Tourism | Customer Journey Travel | March 2014 14
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?
© Travel & Tourism | Customer Journey Travel | March 2014 15
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
© Travel & Tourism | Customer Journey Travel | March 2014 16
THANK YOU FOR YOUR ATTENTION
Matthias Hartmann, CEO GfK Group
ITB Berlin, March 4, 2014