Download - The New Always-Connected Travel Consumer - Presentation for the Caribbean Tourism Association
The New Always-Connected Travel Consumer
CTO Forum, London,
3rd November 2013
Gina Baillie, GM, EyeforTravel Ltd.
@anigba
The 5 Stages of Travel
Dreaming
Researching
Sharing
Experiencing
Booking
Travel stages courtesy of Google Inc
Mobile is powering bookings…
45.3% of travelers surveyed would make a last-minute booking on a tablet up to a week before travel, while
43.8% would do so on a mobile
Source: EyeforTravel’s Social Media & Mobile in Travel Distribution Report 2013
@anigba
Mobile Budgets Are Increasing
In 2013, 57.3% of travel brands surveyed planned to increase mobile spend…
…..versus 52.3% in 2012
@anigba
Mobile leads to new customers
In the first 2 months after the launch of its iPad app, Jetsetter saw over 250,000 downloads and 7,000 new customers
Savvy travel brands ARE making money from mobile
• In 2011 InterContinental Hotels Group (IHG) had seen revenues from mobile rise from $1 million to $10 million in just 12 months
• By the end of 2012 mobile revenues hit $330 million
• In 2013 it’s hitting $40million per month
Where are travel marketers spending their mobile budgets?
@anigba
@anigba
Wide cultural variances
@anigba
EyeforTravel Ltd.
Attitudes vary by country
50% of Dutch40% of French40% of Brits35% of Americans29% of Germans….
….would not book travel via a smartphone
@anigba
Trend for last minute
• Google reported that 41% of last minute queries to airline websites were via mobile devices
• For hotels, 33% of last minute queries were via mobile devices
@anigba
Germans still like to book early….
62% of Germans will book via a tablet a month or more in advance with just 7% booking on the day
Whereas in France…
53% would book a month or more in advance and 10% would book on the day
2 consumer comparisons
German travel consumers
• Don’t like to book last minute (even via a mobile)
• Most likely to use a mobile device whilst on holiday compared to other nations
• 39% want to check-in via their mobile
• Slow loading times (33% significant impact) and negative reviews were strongest deterrents to booking (30%)
• 43% don’t share travel plans with friends/family via social media
Dutch travel consumers
• Higher aversion to booking via a smartphone (50% - often citing security/payment as a concern) but are much less averse to booking via a tablet
• Prefer to use mobile for map function (43%) and reviews (44%)
• Hidden costs (56%) and slow load times (42%) biggest deterrents to booking
• They like to be able to compare deals (62% said this would mean more likely to book)
• Less social with 55% never share travel plans with friends via social media
How much do consumers want to spend?
Of those willing to spend on mobile, the majority felt
comfortable purchasing up to a value of €600 via mobile
@anigba
Mobile is not just about bookings….
…your customer is looking to interact with your brand via mobile
@anigba
Travel is by definition mobile – and social!
30% of Brits and 37% of Americans like to share their travel experience via social media during
their trip
@anigba
Mobile-originated content is dominating the social media space. Short videos, photography and micro-blogging can add real value to your proposition
@anigba
‘Social media and mobile are not two entities to be worked on separately. They are part of a multichannel consumer environment and must always be considered in terms of their impact across all channels’
Source: EyeforTravel’s Social Media & Mobile in Travel Distribution Report 2013
@anigba
SoLoMo - Integrate your mobile and social strategies!
Gatwick airport uses a Social, Local and Mobile approach
They have a presence across Facebook, Twitter, Foursquare, Soundcloud, and Instagram
The result?• 50% of passenger enquiries at Gatwick are now via
their mobile site
• The size of their Facebook community has ballooned to 42,700 fans
• Over 100,000 check-ins at Foursquare locations, 40,000 offers claimed
• First airport worldwide on Instagram – 3,125 followers , 4,500+ images tagged #gatwick or #gatwick airport
@anigba
Data is becoming social media’s key unique selling point for travel brands as the consumer information available is vast and highly useful…
@anigba
Wearable Technology opens up exciting new opportunities for
destinations…
http://www.youtube.com/watch?v=Vo96VxzM_4A
With thanks to Robert Patterson, VP of Social Media & Influencer Marketing MMGY Global
Tourism Victoria – The Remote Control Tourist
http://www.youtube.com/watch?v=hQ5PSCNFHq8@anigba
To conclude:• Social Media, Mobile, Tablet and
(shortly) wearable technology are opening up a wide range of new and exciting opportunities to engage the new always connected customer
• It’s not all about bookings – but driving awareness, engagement and loyalty is important
• European attitudes to privacy, security and technology vary so watch out
