on the road again: insights on the online travel market...around popular destinations in additional...

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On The Road Again: Insights on the Online Travel Market

May 25, 2011

© 2011 Experian Information Solutions, Inc. All rights reserved.2

Intro & Agenda

Key Trends & Emerging Websites

Drivers of Traffic

Search Behavior – Road Trips & Vacations

Global Search Behavior – Top US Destinations from Other Markets

Key Takeaways


Key Trends & Emerging Websites


Overall Current Travel Landscape Visits to Travel websites down 4% YoY


Searches for Gas PricesConsumer interests naturally rise with cost

Source of gas price information: Energy Information Administration

http://www.eia.doe.gov/oil_gas/petroleum/data_publications/wrgp/mogas_history.html


Search Behaviors for Gas PricesConsumers tend to be concerned with local markets


Searches for Gas PricesPrice sensitivity varies by state

Source of gas price information: AAA and OPISNET

Source of gas price information in Ohio: Gas Buddy

http://fuelgaugereport.aaa.com/?redirectto=http://fuelgaugereport.opisnet.com/index.asp

http://www.ohiogasprices.com/retail_price_chart.aspx


Specificity in “Gas Prices”Web-users become specific about looking for cheap local gas


Traffic to US CVBs and STOs is RecoveringFollowing a depressed 2010 season, share is up

+ 10% YoY

-3% YoY -13% YoY


Geography for Myrtle Beach CVBMore local visitors, capitalize on proximity


Growth in Travel Flash Sales New channels to distribute distressed inventory

+498%

+1025%


Attractive Demographics of Travel Flash SalesOver-indexes with older, more affluent audience


Drivers of Traffic to Travel Websites


Consumer Behavior Largely UnchangedSearch & Cross-Shopping drive highest share of traffic


Cross-Shopping BehaviorHighest overlap between airlines & OTAs


Key Drivers of TrafficAirlines & cruises most active with social networks


Key Drivers of Traffic to Maps & Road Guides Search even more critical to attract visitors

Search Engines 46%

Business & Finance 8%

Shopping & Classifieds 7%

Social Networks 6%

Travel 6%

Other 27%

Sources of Traffic to Maps & Road Guides, April 2011

36%

4%

4%


Search Behavior –Road Trips & Vacations


Demographics of Driving Direction SearchersMajority are older with mid HH income


Geography of Driving Direction SearchersHeavy concentration in middle America & east coast


Searches for Driving Direction & Road TripsHighly branded but significant content opportunities

Road Trip

Across

America

San Francisco

to San Diego

Road Trip

Driving Trip

Tennessee

South Carolina

Virginia

Road Trip to

Sedona

Road Trip from

Michigan to

Tennessee

Denver to

Yellowstone

Road Trip

Road Trip from

Ohio to Florida

California

Coast Road

Trip

East Coast

Road Trip

Perfect Road

Trip in Missouri


General Interest in “Myrtle Beach” GrewTargeting cold weather markets proved fruitful


Searches for VacationsFor Family Vacations, “All Inclusive” Trumps “Cheap”

NB Excludes

“family”,

“vacation” and

“vacations” –

these are

overwhelmingly

the top terms


“Family” Travel Search TrafficPublishers win majority, but opportunities for better optimization


Adult & Romantic Vacation/Getaway SearchesRomantics Stay Local for Their “Getaways”


Search Term Variations for Honeymoons“Honeymoon” Searches Peak with “Wedding” Searches


Search Term Variations for Honeymoons“Packages” are tops


Search Term Variations for HoneymoonsUSA is most searched destination


Visiting the US – Destination Trends from Australia, Brazil, Canada, France & UK


Importance of Travel and Seasonality by MarketAustralians are consistently interested in travel


Canadian Interest in US Travel DestinationsWarm weather and Canadian sites


Brazilian Flight Searches to US Miami & Orlando are the main destinations


Brazilian Searches for US DestinationsDisney & Orlando Theme Parks dominate


UK Searches for US DestinationsHoping for „fun in the sun‟


“Voyages” – The French MarketBright lights, big cities are key interests


Reaching International MarketsBi-lingual content for French and Brazilian Markets


Australian Flight Searches to USHawaii & Los Angeles are popular flight choices


Australian Searches for US DestinationsVegas baby, Vegas!


Key Takeaways

Monitor consumer concern about gas prices & other economic indicators to understand impact on travel decisions.

Identify opportunities to capture foreign travel dollars by offering content around popular destinations in additional languages, local search engines & alternate payment options.

Search & cross-shopping remain key – consumers are going to many places for travel information, so provide compelling content to develop the relationship:

► Partner with theme-focused websites to benefit from their SEO efforts.

► Think about the language – “romantic getaways” vs. “family vacations”.

► Consumers love lists! Offer content that highlights the „top‟ and „best‟ of a destination.

on the road again: insights on the online travel market...around popular destinations in additional...

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