SELECTED EXTRACTS FROM THE TRAVEL CONSUMER REPORT, 2012-13

Travel Consumer Engagement Report, 2012-13

� Mobile is receiving greater investment, but is this where your consumers want your attention? Strategic investment decisions are being made against the backdrop of changing consumers’ research and booking behaviours. To inform those decisions Eyefortravel conducted research on 8,400 travel consumers in five major travel markets, to determine the pain points and preferences that drive direct and indirect sales. This is combined with analysis from 20+ travel executives and critical market data on budget allocation and the level of investment by your competitors.

� Breakdown of responses

� Mobile influence and investment

US based consumers noticeably found travel websites they visited more mobile friendly, with dutch travellers finding travel websites aimed at them the least easy to use.

� Mobile optimisation

Mobile optimisation is becomingly increasingly important, with ease of use on a smartphone making a significant positive impact on the likelihood of a consumer booking.

To what extent would a website that is easy to use on a smartphone impacton your decision to make your holiday or travel bookings on a website?

Overwhelmingly, travel consumers believed that travel websites could be improved.

Are you targeting the right investment?

USA UK FRANCE GERMANY NETHERLANDSMULTI-NATIONAL

USA

The United Kingdom

France

Germany

The Netherlands

3,044

1,002

2,3

30

1,012 1,018

USA France GermanyThe UnitedKingdom

TheNetherlands

USA France GermanyThe UnitedKingdom

TheNetherlands

� Mobile influence and investment

While it is clear that there is consumer demand for investment in mobile, has this been reflected by the travel community?

There is clearly an increase in mobile investment; however the percentages are significantly less than seen for other marketing priorities seen elsewhere in the Travel Consumer Report, 2012-13.

� Further questions answered in the EyeforTravel Consumer Report, 2012-13

� Mobile investment by suppliers

� Mobile investment by OTAs

Easy

Could be improved

Frustratingly difficult

Unable to complete task

4

3

2

1

Total:8,406

3.15(2,242)

3.07(1,582)

2.97(759)

2.90(792)

2.78(554)

Significant

positive impact

Slight

positive impact

Slight

negative impact

Significant

negative impact

Total3,044

Total2,330

Total1,018

Total1,012

Total1,002

4%

9%

56%

32%

6%

17%

62%

16%

5%

17%

62%

16%

5%

21%

66%

8% 8%

21%

60%

10%

Q

Have increased mobile investmentpast 3 months

Will increase mobile investmentnext 3 months

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

The reasons for this may stem from the difficulty in attributing successes directly to mobile investment. Only 35% of OTAs and 42% of Suppliers agreed that mobile generated direct bookings.

• Key factors in the current consumer’s booking pathway and how they want to book in the future

• Comparative data on the booking and research funnel comparing: including hotel accommodation vs.

non-hotel accommodation; air vs. train travel; package vs. cruise holidays

• The extent to which suppliers and intermediaries have improved consumer engagement through mobile

• Marketing budget priorities for suppliers and intermediaries

• Proprietary data on social media and mobile trends

6%

18%

39%

28%

10%

3%

34% 34%

19%

10%

8%

17%

39%

33%

6%

38% 37%

10%9%5%

Have increased mobile investmentpast 3 months

Will increase mobile investmentnext 3 months

� Mobile’s success for OTAs � Mobile success for suppliers

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Generated direct bookings

7%

16%

43%

29%

6%

Generated direct bookings

4%

14%

40%36%

6%

Mobile influence and investment

Thank you for your interest in the Travel Consumer Report.

Eyefortravel hopes you found the information extracted from

the report interesting, but this is only the beginning of the

discussions around the evolving demands of consumers in

developed markets.

© EyeforTravel Ltd

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