DIGITAL TRAVEL TRENDS: FROM DREAMING TO BOOKING NIKKI BURMASTER, DIGITAL MEDIA PLANNER CAROL QUINN, ACCOUNT SUPERVISOR KARSH HAGAN

TOP TRENDS OF THE DAY

•  Digital carries more weight than traditional media in inspiring travel

•  Travel is a multi-screen activity, and travelers often use multiple devices to complete a task

•  Travel videos inspire vacations and influence destination decisions

2

3

+5% YOY

-2% YOY

+20% YOY

66%

RESEARCH, VALUE, FAMILY TIME ARE IMPORTANT TO TRAVELERS

4

68%

vs. 65% in 2012 49% I plan to travel more

frequently with my family in the coming year

vs. 46% in 2012

I plan to spend more time shopping around/researching before booking travel because finding value for my money is

important to me I generally begin researching online before I decide where

or how to travel

INTERNET RIVALS FRIENDS + FAMILY FOR TOP SOURCES OF INSPIRATION

5

62%

61%

39%

30%

25%

17%

9%

9%

8%

4%

7%

7%

Family, friends or colleagues

Internet

TV

Magazines/Newspapers

Informational brochures

Books

Travel agents

Radio

Travel groups

800 or toll-free number

Other

Do not use any sources

INTERNET > TRADITIONAL MEDIA IN INSPIRING TRAVEL

6

82%

82%

70%

68%

67%

67%

59%

55%

54%

48%

Family, friends or colleagues

Internet

Travel agents

800 or toll-free number

Informational brochures

Travel groups

Books

TV

Magazines/Newspapers

Radio

Importance of Sources for Inspiring Travel (Extremely/Very important)

INTERNET IS THE TOP SOURCE FOR TRAVEL PLANNING

7

80%

49%

28%

18%

18%

14%

14%

9%

7%

5%

5%

6%

Internet

Family, friends, or colleagues

Informational brochures

TV

Magazines/Newspapers

Travel agents

Books

800 or toll-free number

Travel groups

Radio

Other

Do not use any sources

Travel Planning Sources

TOP ONLINE SOURCES USED

8

60%  

58%  

47%  

47%  

43%  

40%  

37%  

33%  

27%  

22%  

20%  

19%  

18%  

15%  

13%  

13%  

8%  

3%  

Search engines

Hotel websites

Airline websites

Online travel agency

Map sites

Travel review sites

Travel search sites

Destination-specific sites

Car rental websites

Daily Deal sites

Social networking sites

Travel planning sites

Online video sites

General discount sites / web groups

Cruise operator websites

Cruise search sites

Tour operator websites

Other

58% OF LEISURE TRAVELERS RELY ON ONLINE SOURCES AT DESTINATION

9

Top Sources Used for Activity/Excursion Decisions

Brochures/Books in my room/house

Destination website/app

Walking around destination

Concierge/staff at accommodation

Other people on trip

Accommodation website/app

TV in my room/house

Other travel websites/apps

Online videos

42%

41%

41%

31%

27%

25%

22%

21%

14%

MULTI-SCREEN

10

11

12

13

14

15

16

TRIP PLANNING DEVICE USAGE

17

88% 70% 53%

18

47% of travelers who

looked for destinations to visit or vacation ideas,

started on one device …

… and completed the activity on another

ADS ON SMARTPHONES MAKE PEOPLE…

•  Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013. Remember

You

Take Action

68% of travelers recall ads viewed on smartphones

(compared to 59% on desktop)

71% of travelers who saw ads took an action after viewing an ad on a smartphone

(compared to 63% on desktop)

OF THOSE WHO TOOK ACTION:

20

30% Looked for more

information on that device

24% Visited the advertiser

website

25% Clicked the ad

MOBILE TRAVEL SITES STILL HAVE ROOM TO IMPROVE

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“I’d  say  speed  is  key.  I  

want  the  sites  I  use  on  my  

phone  to  be  fast”  

Speed  

“I  wish  the  websites  

would  change  their  look  or  

formats  to  be  more  suited  

to  tablet  and  phone  use"  

Design  

“I  would  use  [my  tablet]  for  

everything  if  it  was  more  

compaBble  with  sites  I  

frequent”  

AcBon  

ONLINE VIDEO

22

23

BY 2017, DIGITAL VIDEO WILL BE MORE POPULAR THAN SOCIAL NETWORKING

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51%

ONLINE TRAVEL VIDEO USAGE IS INCREASING

25

of travelers watch online travel videos

(up from 45% in 2012)

TRAVELERS WATCH VIDEOS THROUGHOUT TRIP PLANNING

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When thinking about taking a trip – 64%

When choosing a destination – 63%

When looking for ideas of things to do at a particular destination - 65%

When deciding on accommodations – 52%

When deciding which website to book on - 29%

TRAVEL VIDEOS INSPIRE AND INFLUENCE DESTINATION

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60%

58%

49%

46%

42%

Inspired me to think about planning a vacation

Influenced where I have decided to travel

Prompted me to visit the website of the advertiser

Encouraged me to consider the brand that was being advertised

Introduced me to a travel brand/company I wasn't aware of

TRAVELERS WATCH ALL TYPES OF TRAVEL VIDEOS

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62% Videos from hotels, airlines, cruises, tours, etc.

59% Trip reviews from experts

57% Videos from travel-related channels

55% Trip reviews from people like me

48% Videos made by people like me

42% Commercials/ads from companies/brands

37% Videos by friends and family

29

30

BUT THEY ALSO WATCH A VARIETY OF OTHER ONLINE VIDEOS

31

Movie clips and trailers

Full-length TV shows

Music News Humor

Sports Celebrity Weather Food Full-length movies

63% 63% 62% 59% 58%

55% 55% 48% 48% 45%

Top 10 Types of Videos Ever Watched Online (Leisure and Business Travelers)

WHAT CAN YOU DO?

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DIGITAL: DISPLAY

•  What we already know – Targeted + Scalable + Customized + Efficient – Pinpoint messaging

•  New considerations – Value from media partners

•  Production of Ad Banners – SAVES $$ – Networks

•  Scale + Retargeting + Transparency + Brand Safety – Niche segments

•  Couples, Girlfriend/Golf Getaways, LGBT, Millennials 33

MULTI-SCREEN

•  User experience –  Is your site ready? – Responsive design

•  Consider hyper-geo-located campaigns

•  Tailor email campaigns to all screens – Lowest common denominator

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ONLINE VIDEO •  Leverage your existing TV/video assets

•  Curate your videos •  What helpful information are you giving people? •  Snackable content

•  Consider Google TrueView •  Pay-per-view model •  No minimum spend •  Robust targeting •  Precise geotargeting

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QUESTIONS?

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