the power of data8bad24e1-ff2f-48f5-9877... · 2018. 10. 29. · would be most important to you in...

POWER OF DATAWhat You Don’t Know About

Your Audience

THE

ANDREW VAN DER FELTZSenior Director, Business Development, EMEA & APAC

Expedia Media Solutions

EXPERIENCE:

Andrew drives business development for the growing display advertising

space for the Europe, Middle East, Africa and Asia Pacific region. Prior to

joining Expedia Media Solutions in 2016, he spent more than 15 years with the

Netherlands Board of Tourism & Conventions (NBTC) as the director of

business development and operations. Andrew was also previously an

international marketing manager at VisitScotland.

FUN FACT:

Despite being Dutch, Andy rowed competitively for the Scottish National

Team, qualifying thanks to his quarter Scottish maternal grandmother.

WE ARE A GLOBALNETWORKOF TRUSTEDTRAVEL BRANDS

200+SITES

75COUNTRIES

35LANGUAGES

WITH A GLOBALAUDIENCEOF QUALIFIEDTRAVELSHOPPERS

UNDERSTANDING YOUR

AUDIENCE

BEHAVIOR EMOTION INTENT

UNDERSTANDING

EMOTIONAUDIENCE

INNOVATION LABSW E INVITE TR AVELERS TO

ON THE ROAD…W E TAKE TECHNOLOGY

HOW TRAVELERS FEEL…TO UND ERSTAND

FACE READERTHIS IS A

UNDERSTANDING

INTENTAUDIENCE

Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q9: Typically, how many personal/leisure and business trips do you take per year?

Average Number of Total Trips Taken Per Year

4.45.3

4.4

2.83.5 3.5 4.0

3.3

US CN JP CA UK DE FR AU

NOT ALL TRIPS ARE CREATED

EQUAL

Average Number of Total Trips Taken Per Year

6.7 6.3

3.4

8.77.9

9.8 10.2 10.6

Last Vacation Duration in Days

Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q9: Typically, how many personal/leisure and business trips do you take per year?

Northstar Research: Q15. How long was your vacation?


NOT ALL TRIPS ARE CREATED

EQUAL

4.45.3

4.4

2.83.5 3.5 4.0

3.3

16

EXPLOREBEYOND THEIR BORDERS

73% 68% 59% 56%

45% 27% 18% 14%

Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q14. Was the trip….?


Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q10: What types of vacations have you taken in the past year?

0%

20%

40%

60%

80%

Relaxing Sightseeing Visiting Family

RELAXING &SIGHTSEEING

ACTIVITIES& UNIQUE EXPERIENCESDRIVE TRAVEL DECISIONS Multi-National Travel Trends – Expedia Media Solutions

For this exercise, you will go through a small number of different screens where we will ask you to identify which considerationwould be most important to you in terms of how you choose a vacation/ holiday and which consideration would be least important

to you in terms of how you choose to purchase a vacation/holiday. Total (n=8006)

186

150

147

137

131

Activities I will be doing on my trip

A once in a lifetime experience

The cultural experience

Lowest Price

My food experience

129

128

127

121

119

103

95

93

Deals and/or special offers

A place where I can vacation with friends

Going somewhere where I can take memorable pictures

Outdoor activities

Feeling pampered during my vacation

Recommendations from family & friends

Transportation available on the trip

Produce stunning/shareable photos for social media/ scrapbooks for me

11%

48%

41%

13%

59%

28%

15%

62%

23%

18%

58%

24%

Don't have a destination in mind

Deciding between 2 or moredestinations

Have already decided on mydestination

Gen Z Millennials Gen X Boomers

MULTIPLE DESTINATIONSALL GENERATIONS CONSIDERING

Multi-National Travel Trends – Expedia Media Solution Northstar Research: Q23. Which of the following options best describes the way you feel when you first decide to take a trip? (Please select one)


2%

47%

51%

3%

55%

42%

6%

63%

31%

7%

66%

27%

Don't know where to start andwould need lots of help and

inspiration

Pretty sure I know what to do, butmay need some help and inspiration

Know exactly how to do it and don'tneed any help

Multi-National Travel Trends – Expedia Media Solution Northstar Research: Q24. Which of the following options best describes the way you feel when you first start planning a trip/holiday?

DESTINATION INSPIRATIONYOUNGER AUDIENCES OPEN TO


42% 46% 41%35%

46% 45% 42% 37%

52%43% 42%

27%

55%

29%

46%32%

I see a deal or promotion Travel pictures that are postedby my friends

Travel pictures that are postedby experts

Blogs/articles about traveldestinations

31% 28%19%

12%

32% 29%21%

12%

30%35%

17%8%

28% 35%

18%

3%

I watch travel videos posted bymy friends

I watch travel videos posted byexperts

I search for hashtags ofdestinations I am interested in

I look at where celebrities travel

SOCIAL MEDIAGENERATIONAL INFLUENCE OF

Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q29. How does social media influence you? Which of the following influence your decision in booking a trip?

68%

45%

32%

80%

59%

43%

31%

75%

31%

22%

15%

67%

16%10% 10%

57%

0%

20%

40%

60%

80%

When looking for inspiration onwhere to travel

When research on where totravel

When booking the travel During my trip


Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q47. For each of the following statements, which device(s) do you use? Please select all that apply

MOBILEYOUNGER AUD IENCES USE SMAR PHONES AT EVERY STAGE

23

INSIGHTS

ACTIONINTO

24

ACTIVITIES &EXPERIENCESDRIVEDESTINATIONDECISIONS

26

MOBILEVITALTO ENGAGEYOUNGERTRAVELERS

the power of data8bad24e1-ff2f-48f5-9877... · 2018. 10. 29. · would be most important to you in...

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