the new always-connected travel consumer - presentation for the caribbean tourism association
DESCRIPTION
Your consumer’s behaviour is changing quite dramatically. New consumer technology means they are no longer dreaming, researching, planning, booking and experiencing travel in the same way. This presentation was given to the CTO during WTM in London, November 2013TRANSCRIPT
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
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Mobile Budgets Are Increasing
In 2013, 57.3% of travel brands surveyed planned to increase mobile spend…
…..versus 52.3% in 2012
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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?
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Wide cultural variances
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EyeforTravel Ltd.
Attitudes vary by country
50% of Dutch40% of French40% of Brits35% of Americans29% of Germans….
….would not book travel via a smartphone
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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
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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
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Mobile is not just about bookings….
…your customer is looking to interact with your brand via mobile
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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
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Mobile-originated content is dominating the social media space. Short videos, photography and micro-blogging can add real value to your proposition
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‘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
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Data is becoming social media’s key unique selling point for travel brands as the consumer information available is vast and highly useful…
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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