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© Travel & Tourism | Customer Journey Travel | March 2014 1

CUSTOMER JOURNEY TRAVELNew market research insightsMatthias Hartmann, CEO GfK Group

ITB Berlin, March 4, 2014


1 Source: GfK MobilitätsMonitor, 20,000 private households in Germany2 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 22005/06 2008/2009 2014

50

Usage of internet as information and/or booking channel for travel bookings between 2005 and 2014 (%)

1INSIGHT

Pure Offline Conversions (booking and research)

Online is partof consumer journey (booking and/or research)50

42

58

10

90


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 1075


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

PackageTravel


Bookings(Survey)

Press

The single source approach enables joint analysis of travel bookings and online research data

TV (Audio Sound Matching)TV (Audio Sound Matching)

Internet @home(Browser Plug In)Internet @home(Browser Plug In)


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


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

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tui

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ub

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hote

lry

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erm

ann

aida

aldi reisen

lidl reisen

die bahn

airberlinsw

oodo

o

trivago

berge und meer

condor

germanwings berge und meer

expedia

sonnenklar tv

hotelbewertungen

fahrplanauskunft

ltur

adac

rei

sen

center parcs

flughafen hamburg

busreisen leitner

bvg.de

cam

ping

plae

tze

campingplatzin pirna

celebrity cruises

chichester

club aldiana tunesien

colmar

tage

sgel

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credit euro

db fahrplanauskunft

dechsendorf

delft holland

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flu

gpla

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gebeco rundereisen

hamburg

hotel bellevue dresdenhotel steitgenberger dresden

hurt

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arco

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kais

erw

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bahncard 25ba

rcel

onabooking

british airways

costa allegra

costa concordia

flugh

afen

han

nove

r

guenstige fluege

hotel adler in haeusern

schw

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ald

hote

l m

arc

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l ba

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hote

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hotel mooshof bodenmais

hotels am chiemsee

hote

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bad

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hotels in haeusern schwarzwald

jakobsweg

kauf

land

reis

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paloma oceana resort

stadt dresden

starlight express

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5* hotels auf kreta

abflug hamburg

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air berlin flugplan

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club aldiana zypern

color line

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dresden

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hotel azia resort & spa paphos

hotel cliff bayresort madeira

hote

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icha

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bach

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leon

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mueggelseehotel

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robi

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eta

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

airw

ayst

rave

l

aldi

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berchtesgaden

best western friedrichshafen holidaycheck

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cond

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gn h

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pzig

duesseldorf flughafen

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film

trau

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en

flughafen berlin

flughafen frankfurt abflug

flughafen koeln

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koe

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onn

park

en

flughafen palma de mallorca

flughafen zweibruecken

freigepaeck sri lankan airlines

gasthof koeck

geschwindigkeitsbeschraenkung in ortschaften

hcx reisen

hotel alpina ischgl

hote

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hotel best western boppard

hotel miramar frankfurt

hotels in lindau bodensee

hotels in rosenheim bayern

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stad

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staedtereise nach barcelona

hote

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burg

bundesbahn

suitehotel leipzig

thueringen

tuer

kei u

rlaub

van

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valk

vtours

warnemuende

wellnesshotel

wellnessurlaub

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alltoursal

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012

annoncen avis

austrian airlines

bad kissingen

bad reichenhall

barcelona flughafen transfer

baumeister

berlin gendarmenmarktberlin hotel guenstik

billige fluege

bkk tui

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stuttgart flughafen

berli

n

billi

gflu

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reisen

flughafen muenchen hrstuifly

easyjet

best

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tern

hote

l.de

flughafen nuernberg

thomas cook reisen

frankfurt flughafen

last minute

holiday checksiegessaeule, berlin

kreuz fahrten

trop

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ndflu

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db a

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penn

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muenchen

trav

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flugh

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tege

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flughafen stuttgart

flughafen duesseldorfferienwohnung

bahnauskunft

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trip

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sor

flughafen dresden

europapark

opodo

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lond

on

holidaycheck.de

wei

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hsm

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potsdam

INSIGHT 5

The bigger a search term appears, the more often it was used for booking during on-line research processes.



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 42 2

0

1 4 7 10 13 16 19 22 25 28

Intensive Researchers49%

Fast Booker51%

6


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 Booker 1 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 (higherindex 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


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

INSIGHTAverage clickstream prior to all bookings of Intensive Research Booker

Inte

nsiv

e R

esea

rch

Boo

ker

Aggre-gators

Sup-plier

TravelAgency

Branded Search

Generic Search

Desti-nation

Long-tail

191

101

41

51

151

31

221

1 54329

876 13121110 14 19181715

16

4321 65 10987

4321

1 5432

321

1 54

3298

7

6 1110 15

14

1312

4321 8765 1211109 1316

15

141817

22

21

20

19

7



Online Travel Agencies and Aggregators dominatethe list of visited websites

INSIGHT 8

HotelsFlight bookings Package Travel

1616171717171919202425

303131343636383840414446

76

berge-meer.deltur.com

dertour.dereisen.de

pointoo.detuifly.com

schulferien.orgtui.com

flug24.degermanwings.com

billigfluege.deswoodoo.com

hotel.deab-in-den-urlaub.de

airberlin.comlufthansa.comtripadvisor.de

opodo.debooking.com

holidaycheck.dehrs.de

expedia.defluege.debahn.de

11121314141415161718182020212323

2728

3133

3644

4750

hamburg.deberge-meer.de

tchibo.debilligfluege.de

ab-in-den-urlaub-deals.detui.com

schulferien.orgairberlin.com

trivago.deopodo.de

lufthansa.comtravel24.com

pointoo.dereisen.defluege.de

t-online.deexpedia.de

tripadvisor.dehotel.de

ab-in-den-urlaub.dehrs.de

holidaycheck.debooking.com

bahn.de

131313131314141617171718181919

23242527

3132

3848

52

weg.dethomascook.de

ab-in-den-urlaub-deals.deltur.com

swoodoo.comsonnenklar.tv

bild.depointoo.de

lufthansa.comtui.com

t-online.dehotel.de

airberlin.comopodo.defluege.de

hrs.deexpedia.de

tripadvisor.detravel24.com

reisen.debooking.com

ab-in-den-urlaub.deholidaycheck.de

bahn.de

Reading example: hotel.de was visited by 31% ofall travelers who booked hotels and did online research

Top websites1 (net reach %) of all travelers who did online research

Supplier

OTA/Aggregator/Meta-SearchTravel Info


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 onceNet reach

Tour Operators Ag-gre-gator

17 14 105 3 3

35

A B C D E F A

48% 36% 65% 64% 90% 86%

32%


Jan. 11 Jul. 11 Jan. 12 Jul. 12 Jan. 13 Jul. 13Source: 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)


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 usersvisited a travel related site over the network, making it the 4th highest ranking category in terms of unique users.

8.9Sessionsper user

5.3Minutes 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?


10 Insights learned from GfK Purchase Journey

1Internet

is part of 90%of Germanconsumerjourneys

2Cross-channel

usage is strong,ensure synergy

of message 3Travel

agencies andcatalogues arestill important

touch-points forpackaged

tours

4Purchase

journeys can beextremely complex,

be in the rightplace with your

message5

Search has animportant role in

purchase decisions:SEM and SEO are

must-haves1Internet

is part of 90%of Germanconsumerjourneys 2Cross-channel

usage is strong,ensure synergy

of message 3Travel

agencies andcatalogues arestill important

touch-points forpackaged

tours

6Online

research behaviorvaries between

fast bookers andintensive

researchers7Make

your branddiscoverable

online 8OTA and

aggregatorsdominate thelist of visited

websites9Many

opportunities tocatch searching

consumers,but only one to

convince10More mobiledevices will

lead to more travelrelated queries

4Purchase

journeys can beextremely complex,

be in the rightplace with your

message5

Search has animportant role in

purchase decisions:SEM and SEO are

must-haves

6Online

research behaviorvaries between

fast bookers andintensive

researchers7Make

your branddiscoverable

online 8OTA and

aggregatorsdominate thelist of visited

websites 9Many

opportunities tocatch searching

consumers,but only one to

convince10More mobile

devices willlead to more travel

related queries


THANK YOU FOR YOUR ATTENTION

Matthias Hartmann, CEO GfK Group

ITB Berlin, March 4, 2014

customer journey travel - skift · deutsche bahn bahn.de lufthansa db air berlin tui hrs neckermann...

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