Traveler's Road to Decision- sådan vælger danskerne rejser på nettet
1. “Traveler's Road to Decision”
- sådan vælger danskerne rejser
på nettet…
København d. 16. maj 2011
Google Confidential and Proprietary
2. Agenda
• Methodology
• General travel behaviour
• Booking behaviour
• Research behaviour
• Search engine usage and information needs
• Summary
• General information on audience
Google Confidential and Proprietary 2
3. Flow of questionnaire
Screening
General travel behaviour
Booking behaviour
Research behaviour
Finding inspiration for a trip
Finding information about the trip organization
Deciding for travel products
Search engine usage and information needs
Socio demographics
Google Confidential and Proprietary 3
4. Methodology
Google Confidential and Proprietary 4
5. Methodology – Vertical Deep Dive Travel Denmark
• Target group: Internet user in Denmark, 18 years and older
• Sample: n=1,000 Internet users
• Methodology:
Online Questionnaire
Weighting based on a representative telephone survey (please see next slide)
• Period of analysis:
Fieldwork: April 13th – April 29th, 2011
Final Report: May 13th 2010
• Research company: TNS Infratest
Google Confidential and Proprietary 5
6. Methodology – SRS Telephone Survey
• Target group: General population in Denmark, 18 years and older
• Sample: n=407 Internet users
• Methodology:
CATI (Computer Aided Telephone Interviews)
Collection of representative figures for the online population in terms of: age,
gender, region, education, frequency of online access, frequency of online
purchase, usage of YouTube
• Period of fieldwork: February 15th – April 28th, 2010
• Research company: TNS Infratest
Google Confidential and Proprietary 6
7. Weighting of the data
• Online surveys are usually conducted via online access panels.
• This is a widely accepted method and TNS Germany has sound experience
with online surveys in every respect.
• We’ve learned that respondents in online surveys can be seen as lead users,
reflecting media- and internet usage very well.
• However, respondents on panels tend to use the internet quite intensively
and are usually media inclined in general and internet inclined in particular.
• Therefore we applied a weighting process based on our representative offline
telephone survey in order to minimize this effect.
• Having applied the weighting procedure our survey is representative for the
Danish online population aged 18+ which reflects 87% of the Danish
population aged 18+
Google Confidential and Proprietary 7
8. Analysis of the data
Our study reflects 87% of the Danish population aged 18+ or 100% of
the Danish online population aged 18+.
SRS Telephone Survey VDD Travel Denmark
Danish Population Danish Onliners Danish Onliners
aged 18+ aged 18+ aged 18+
Google Confidential and Proprietary 8
10. Travel frequency past 12 months
Both short trips and holiday trips very popular among Danish onliners:
70% travelled at least once, one third spend more than one holiday trip
Travel frequency past 12 months
All respondents
54% were both
40%
on at least one
Short trips short trip and at
(up to 5 days) least one holiday
trip
33%
Holiday trips
(more than 5 days)
Once Two times Three times Four times and more
Q4: Please think now about your private travelling activities in the past 12 months. How often have you been on short trips (overall length of up to 5 days) and / or on holiday trips
(overall length of more than 5 days) in the past 12 months?
Base (weighted): All respondents n=1,000; answer categories ‘ Not at all’ / ‘Don’t know’ / ‘No answer’ not shown
Source: TNS Infratest Google Confidential and Proprietary 10
11. Destination of last trip
For short trips domestic destinations are most popular whereas for
holiday trips destinations in Southern Europe are frequently considered
Destination of last trip
Travellers of the past 12 months
Short trip Holiday trip
Q5: Please think now of the last time you were on a short trip and / or a holiday trip. Which of the following destinations have you travelled to? Base (weighted): Travellers of the
past 12 months: short trip n=764, holiday trip n=719; Northern Europe (e.g. Norway, Sweden, Finland), Southern Europe (e.g. Italy, Greece, Spain, Balearic Islands, Canary
Islands, Turkey, Croatia, Portugal), Western Europe (e.g. Germany, France, Netherlands, Belgium, Luxemburg, Great Britain, Ireland), Eastern Europe (e.g. Poland, CZ Republic,
Ukraine, Hungary, Rumania, Slovakia, Russia), Asia (Far East, China, Japan), Other (North Africa, Egypt, Morocco, Tunisia, Australia, New Zealand, Latin America, Arabia
Peninsula, Dubai, The Carribean, Other destination outside Europe)
Source: TNS Infratest Google Confidential and Proprietary 11
12. Type of holiday
Relaxation is the prevailing motive on vacation. Holiday trips are mainly
classic summer holidays, short trips serve for visiting family and friends
Type of holiday – Top 10
Travellers of the past 12 months
Short trip Holiday trip
Relaxation Relaxation
Visiting family & friends Sun & beach
Fun & entertainment Culture
City break Visiting family & friends
Shopping Fun & entertainment
Holiday with children Holiday with children
Culture City break
Luxury Shopping
Sport & activity Luxury
Sun & beach Sport & activity
Q6: Which of the following best describes the purpose of your last short and / or holiday trip?
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719
Source: TNS Infratest Google Confidential and Proprietary 12
13. Type of accommodation
Hotels, rented apartments, and private accommodation are the most
frequently considered accommodation facilities regardless of trip length
Type of accommodation
Travellers of the past 12 months
Short trip Holiday trip
Q8: Which type of accommodation did you use on your latest short and / or holiday trip? If you stayed in various types of accommodation, please choose the one in which you
spent the most number of nights.
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719
Source: TNS Infratest Google Confidential and Proprietary 13
14. Type of holiday
Inline with the local destination the preferred transportation on short
trips is the own car, aero plane clearly dominant for holiday trips
Means of transport
Travellers of the past 12 months
Short trip Holiday trip
Own car Aeroplane
Aeroplane Own car
Rail / train Bus / coach
Bus / coach Rail / train
Ferry Ferry
Rental car Rental car
Car with caravan Car with caravan
Cruise ship Motor home
Motorbike / moped Motorbike / moped
Motor home Cruise ship
Q7: And which means of transport did you use for your latest short and / or holiday trip?
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719, answer categories ‘Don’t know / can’t remember’ / ‘No answer’ not shown
Source: TNS Infratest Google Confidential and Proprietary 14
15. Type of holiday
Short trip travellers prefer an individual composition of travel products
whereas for holiday trips all-in-one travel packages are popular
Trip organization
Travellers of the past 12 months
Short trip Holiday trip
Only accommodation Travel package
Accommodation + transportation Accommodation + transportation
Travel package Only transportation
Only transportation Only accommodation
No booking in advance No booking in advance
Don't know / No answer Don't know / No answer
Q10: Which of the following options applies to your latest short and / or holiday trip?
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719, answer categories ‘Don’t know / can’t remember’ / ‘No answer’ not shown
Source: TNS Infratest Google Confidential and Proprietary 15
16. Annual travel budget per household
About one third of the Danish online households spends more than
20.000 DDK on travelling per year – the average budget is 19.403 DDK
Annual travel budget per household
All respondents
More than 50.000 DDK
31%
30.001 - 50.000 DDK
Ø Budget:
19.403 DDK
20.001 – 30.000 DDK
10.000 – 20.000 DDK
less than 10.000 DDK
Q9: How much money do you in your household usually spend per year on travelling for private purposes? When giving your answer please consider all your household’s
expenses in a typical year.
Base (weighted): All respondents n=1,000
Source: TNS Infratest Google Confidential and Proprietary 16
17. Wrap up travel behaviour: short trip Denmark
61% of the short trip travellers spend their trip in Denmark
31% of those on a short trip in Denmark visited family & friends
19% were looking for fun & entertainment
29% of those on a short trip in Denmark stayed in a hotel
25% stayed in the home of relatives
67% of those on a short trip in Denmark travelled by own car
19% travelled by train
39% of those on a short trip in Denmark booked only accommodation
24% did not make a booking
Source: TNS Infratest Google Confidential and Proprietary
18. Wrap up travel behaviour: short trip Western Europe
21% of the short trip travellers went to Western Europe
38% of those on a short trip in Western Europe made a city break
32% travelled for shopping
66% of those on a short trip in Western Europe stayed in a hotel
11% stayed in the home of relatives
45% of those on a short trip in Western Europe went by air plane
40% travelled by their own car
40% of those on a short trip in WE booked accommodation + travel
24% booked only accommodation
Source: TNS Infratest Google Confidential and Proprietary
19. Wrap up travel behaviour: holiday trip South Europe
34% of the holiday trip travellers went to Southern Europe
58% of those on a holiday trip in Southern EU made a sun & beach holiday
22% were looking for fun & entertainment
62% of those on a holiday trip in Southern EU stayed in a hotel
20% rented an apartment
86% of those on a short trip in Southern Europe went by air plane
18% travelled by their own car
53% of those on a holiday trip in Southern EU booked a travel package
24% booked accommodation + travel
Source: TNS Infratest Google Confidential and Proprietary
20. Wrap up travel behaviour: holiday trip Denmark
17% of the holiday trip travellers spend their trip in Denmark
32% of those on a holiday trip in Denmark visited family & friends
30% spend a holiday with children
35% of those on a holiday trip in Denmark rented an apartment
25% stayed in the home of relatives
61% of those on a holiday trip in Denmark travelled by own car
22% travelled by train
32% of those on a holiday trip in Denmark booked only accommodation
28% did not make a booking for their holiday trip in Denmark
Source: TNS Infratest Google Confidential and Proprietary
21. Wrap up general travel behaviour
1 Danish onliners are frequent travellers: More than 70% spend at least one short or
holiday trip in the past year, 54% were on at least one short and one holiday trip
2 Main motives for going on a short trip are visiting friends&family, city breaks and
shopping tours whereas holiday trips are typically summer & seaside holidays
3 Short trips are preferably spend domestic in Denmark whereas for holiday trips
Southern Europe is the most frequently stated destination.
4 Corresponding with the destinations the prevailing means of transport for short trips
is the own car – for holiday trip air travel is dominant.
5 Short trip travellers tend to compose their travel products individually whereas pre-
arranged travel packages are strong for holiday trips.
6 Among Danish onliners the average household budget for private travelling
activities is 19.304 DDK – about one third have a budget > 20.000 DDK
Source: TNS Infratest Google Confidential and Proprietary 21
23. Booking channels - overview
Travel booking is online booking: online dominates as place of
purchase regardless of travel product and regardless of trip length
Booking channels travel products
Bookers of air travel, travel packages & accommodation
Short trip Holiday trip
Online
Air Travel
Offline
Online
Travel Package
Offline
Online
Accommodation
Offline
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): Travellers of the past 12 months who booked a travel package (n=100) or accommodation (n=451) or plane tickets (n=118) for a short trip
Base (weighted): Travellers of the past 12 months who booked a travel package (n=213) or accommodation (n=343) or plane tickets (n=243) for a holiday trip
Source: TNS Infratest Google Confidential and Proprietary 23
24. Booking channels – air travel
For air travel online booking directly with the airline is the most common
channel, online travel agencies are preferred over tour operator sites
Booking channels – air travel
Air travel bookers
Short trip Holiday trip
Online - total
Via the homepage of the airline
Online booking
Via online travel agency
Via tour operator website
Offline - total
At a travel agency – by phone
Offline booking With the airline – by phone
At the airline – personal visit
At a travel agency – personal visit
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): Travellers of the past 12 months who booked a travel package for a short trip (n=118) or a holiday trip (n=243)
Source: TNS Infratest Google Confidential and Proprietary 24
25. Booking channels – travel package
Tour operator websites are the dominant booking channel for travel
packages – offline bookings are rather placed via phone then personal
Booking channels - travel package
Travel package bookers
Short trip Holiday trip
Online - total
Online booking Via tour operator website
Via online travel agency
Offline - total
Offline booking At a travel agency – by phone
At a travel agency – personal visit
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): Travellers of the past 12 months who booked a travel package for a short trip (n=100) or a holiday trip (n=213)
Source: TNS Infratest Google Confidential and Proprietary 25
26. Booking channels – accommodation
Various online channels are relevant for booking accommodation - with
hotel portals and websites of accommodation facilities in the lead
Booking channels – accommodation
Accommodation bookers
Short trip Holiday trip
Online - total
Via the internet through a hotel portal
Online booking Via accommodation facility website
Via online travel agency
Via tour operator website
Offline - total
Directly accommodation – by phone
Offline booking
At a travel agency – by phone
At a travel agency – personal visit
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): Travellers of the past 12 months who booked an accommodation for a short trip (n=451) or a holiday trip (n=343)
Source: TNS Infratest Google Confidential and Proprietary 26
27. Devices used for online booking
The vast majority of the online bookers made their short trip booking at
home via stationary internet – mobile share highest for accommodation
Devices used for online booking – short trip
71% Online bookers – short trip
Air Travel
Travel Package
Accommodation
PC / laptop at home Laptop / netbook on the go Mobile / smartphone Tablet PC
Q13: Which of the following devices did you use in order to make your booking?
Base (weighted): Travellers of the past 12 months who booked online for a short trip a plane ticket (n=96) a travel package (n=70) an accommodation (n=259)
Source: TNS Infratest Google Confidential and Proprietary 27
28. Devices used for online booking
For online bookings of holiday trips stationary internet at home is
clearly the dominant access point – mobile booking not common yet
Devices used for online booking – holiday trip
71% Online bookers – holiday trip
Air Travel
Travel Package
Accommodation
PC / laptop at home Laptop / netbook on the go Mobile / smartphone Tablet PC
Q14: Which of the following devices did you use in order to make your booking?
Base (weighted): Travellers of the past 12 months who booked online for a holiday trip a plane ticket (n=196) a travel package (n=171) an accommodation (n=179)
Source: TNS Infratest Google Confidential and Proprietary 28
29. Wrap up – booking behaviour
1 Travel products are dominantly booked on the internet and online booking
channels have almost crowded out traditional offline booking channels.
2 More than half of the accommodation bookings for short or holiday trips are done
via the internet. For air travel and travel packages it’s even more than 70%.
3 Websites of actual providers (i. e. airlines, tour operators) are preferred over
aggregator sites for online bookings of air travel and travel packages.
4 For booking accommodation on the internet various channels are considered in
the relevant set with aggregator sites (hotel portals) in the lead.
5 Transactions slowly go mobile starting with on the go bookings via laptop or
netbook - mobile devices (smartphones/tablets) hardly used for travel bookings.
Source: TNS Infratest Google Confidential and Proprietary 29
31. Path to purchase
At the very first stage of the travel research inspiration for interesting
trips is equally gathered from online and offline sources
Path to purchase
Travellers of the last 12 months
Short trip Holiday trip
Online Finding inspiration Online
Offline for a trip Offline
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base
(weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719)
Source: TNS Infratest Google Confidential and Proprietary 31
32. Finding inspiration – short trip
General search engines are the leading online sources for finding first
inspiration. WOM and travel guides are important offline sources
Finding inspiration for a short trip
Short trip travellers of the last 12 months
Online Offline
General search engines Friends or colleagues
Websites of tour operators Catalogues or travel guides
Travel websites with editorial content Newspapers or magazines
Websites of online travel agencies TV
Websites of accommodation facilities Travel agency
Travel search engines Radio
Websites of transportation companies
Consumer reviews
Social networks
Video portals
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base
(weighted): Travellers on a short trip in the past 12 months n=764
Source: TNS Infratest Google Confidential and Proprietary 32
33. Finding inspiration – holiday trip
In the inspiration phase for holiday trips general search engines are
most frequently the starting point for an online trip preparation
Finding inspiration for a holiday trip
Holiday trip travellers of the last 12 months
Online Offline
General search engines Friends or colleagues
Websites of tour operators Catalogues or travel guides
Websites of online travel agencies Newspapers or magazines
Travel websites with editorial content TV
Websites of transportation companies Travel agency
Travel search engines Radio
Websites of accommodation facilities
Consumer reviews
Social networks
Video portals
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base
(weighted): Travellers on a holiday trip in the past 12 months n=719
Source: TNS Infratest Google Confidential and Proprietary 33
34. Path to purchase
When it comes to getting more and precise information about the trip
organization online starts to outpace offline regardless of trip length
Path to purchase
Travellers of the last 12 months
Short trip Holiday trip
Online Finding inspiration Online
Offline for a trip Offline
Online Online
Informing about the
Offline trip organization Offline
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base
(weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719)
Source: TNS Infratest Google Confidential and Proprietary 34
35. Information about trip organization – short trip
General search engines are most important for finding information and
by far more used than specialized travel search engines
Information about trip organization of a short trip
Short trip travellers of the last 12 months
Online Offline
General search engines Friends or colleagues
Websites of tour operators Catalogues or travel guides
Websites of transportation companies Newspapers or magazines
Websites of online travel agencies Travel agency
Travel search engines TV
Travel websites with editorial content Radio
Websites of accommodation facilities
Consumer reviews
Social networks
Video portals
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base
(weighted): Travellers on a short trip in the past 12 months n=764
Source: TNS Infratest Google Confidential and Proprietary 35
36. Information about trip organization – holiday trip
Apart from general search engines travel provider websites are directly
browsed, followed by specialized travel search engines.
Information about trip organization of a holiday trip
Holiday trip travellers of the last 12 months
Online Offline
General search engines Friends or colleagues
Websites of tour operators Catalogues or travel guides
Websites of transportation companies Newspapers or magazines
Websites of online travel agencies Travel agency
Travel search engines TV
Travel websites with editorial content Radio
Websites of accommodation facilities
Consumer reviews
Social networks
Video portals
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base
(weighted): Travellers on a holiday trip in the past 12 months n=719
Source: TNS Infratest Google Confidential and Proprietary 36
37. Path to purchase
Buying decisions for travel products are typically prepared via the
internet – corresponding to the subsequently chosen booking channel
Path to purchase
Travellers of the last 12 months
Short trip Holiday trip
Online Finding inspiration Online
Offline for a trip Offline
Online Online
Informing about the
Offline trip organization Offline
Online Online
Deciding for
Offline travel products Offline
*Aggregated results for the following travel products: travel package, air travel and accommodation
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general.
Q16/17: Which of the following information sources did you use in order to decide how to book your latest short trip/holiday trip?
Base (weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719), bookers short trip (n=577) and holiday trip (n=639)
Source: TNS Infratest Google Confidential and Proprietary 37
38. Path to purchase: deciding for travel products
The decision to book a travel package for a holiday trip is predominantly
prepared via the internet – offline sources in the lead for short trips
Path to purchase: deciding for travel products
Travellers of the last 12 months
Short trip Holiday trip
Online Online
Travel package
Offline Offline
Q16: Which of the following information sources did you use in order to decide how to book your latest short trip? Q17: Which of the following information sources did you use in
order to decide how to book your latest holiday trip?
Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213)
Source: TNS Infratest Google Confidential and Proprietary 38
39. Decision on travel package – short trip
A variety of online touch points contribute to a final decision, within the
set of offline touch points personal Word-of-Mouth is most important
Deciding for a travel package – short trip
Travel package bookers
Online Offline
General search engines Friends or colleagues
Websites of tour operators Catalogues or travel guides
Websites of transportation companies Newspapers or magazines
Websites of accommodation facilities TV
Websites of online travel agencies Travel agency
Travel websites with editorial content Radio
Social networks
Travel search engines
Consumer reviews
Video portals
Q16: Which of the following information sources did you use in order to decide how to book your latest short trip?
Base (weighted): Travellers on a short trip in the past 12 months having booked a travel package n=100
Source: TNS Infratest Google Confidential and Proprietary 39
40. Decision on travel package – holiday trip
Tour operator websites are by far the most important online source for
preparing holiday trip booking decisions for travel packages
Deciding for a travel package – holiday trip
Travel package bookers
Online Offline
Websites of tour operators Friends or colleagues
General search engines Catalogues or travel guides
Websites of online travel agencies Travel agency
Websites of transportation companies TV
Travel websites with editorial content Newspapers or magazines
Travel search engines Radio
Websites of accommodation facilities
Social networks
Video portals
Consumer reviews
Q17: Which of the following information sources did you use in order to decide how to book your latest holiday trip?
Base (weighted): Travellers on a holiday trip in the past 12 months having booked a travel package n=213
Source: TNS Infratest Google Confidential and Proprietary 40
41. Path to purchase
Final booking decisions for accommodation facilities are predominantly
prepared on the internet – regardless of trip length
Deciding for travel products
Bookers of the last 12 months
Short trip Holiday trip
Online Online
Travel package
Offline Offline
Online Online
Accommodation
Offline Offline
Q16/Q17: Which of the following information sources did you use in order to decide how to book your latest short/holiday trip?
Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213), Base (weighted): Travellers in the past 12
months having booked an accommodation for a short trip (n=451), for a holiday trip (n=343)
Source: TNS Infratest Google Confidential and Proprietary 41
42. Decision on accommodation – short trip
General search engines are most frequently considered followed by
websites of accommodation facilities and online travel agencies
Deciding for accommodation – short trip
Accommodation bookers
Online Offline
General search engines Friends or colleagues
Websites of accommodation facilities Catalogues or travel guides
Websites of online travel agencies Newspapers or magazines
Travel websites with editorial content Travel agency
Websites of tour operators TV
Travel search engines Radio
Websites of transportation companies
Consumer reviews
Social networks
Video portals
Q16: Which of the following information sources did you use in order to decide how to book your latest short trip?
Base (weighted): Travellers on a short trip in the past 12 months having booked an accommodation n=451
Source: TNS Infratest Google Confidential and Proprietary 42
43. Decision on accommodation – holiday trip
For preparing accommodation bookings general search engines are the
top online source, followed by accommodation and aggregator sites
Deciding for accommodation – holiday trip
Accommodation bookers
Online Offline
General search engines Friends or colleagues
Websites of accommodation facilities Newspapers or magazines
Websites of online travel agencies Catalogues or travel guides
Websites of transportation companies Travel agency
Travel websites with editorial content TV
Travel search engines Radio
Websites of tour operators
Consumer reviews
Social networks
Video portals
Q17: Which of the following information sources did you use in order to decide how to book your latest holiday trip?
Base (weighted): Travellers on a holiday trip in the past 12 months having booked an accommodation n=343
Source: TNS Infratest Google Confidential and Proprietary 43
44. Path to purchase
The purchase decision for all three travel products under analysis is
strongly influenced by the internet – strongest for air travel
Deciding for travel products
Travellers of the last 12 months
Short trip Holiday trip
Online Online
Travel package
Offline Offline
Online Online
Accommodation
Offline Offline
Online Online
Air travel
Offline Offline
Q16/Q17: Which of the following information sources did you use in order to decide how to book your latest short/holiday trip?
Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213), an accommodation for a short trip (n=451), for
a holiday trip (n=343), a plane ticket for a short trip (n=118), for a holiday trip (n=243)
Source: TNS Infratest Google Confidential and Proprietary 44
45. Decision on air travel – short trip
Preparing booking decisions for air travel corresponds with the booking
channel and is most likely to be done directly with the airline
Deciding for air travel – short trip
Air travel bookers
Online Offline
Websites of transportation companies Friends or colleagues
Websites of online travel agencies Newspapers or magazines
Travel search engines Catalogues or travel guides
General search engines Travel agency
Websites of tour operators TV
Travel websites with editorial content Radio
Websites of accommodation facilities
Video portals
Consumer reviews
Social networks
Q16: Which of the following information sources did you use in order to decide how to book your latest short trip?
Base (weighted): Travellers on a short trip in the past 12 months having booked a plane ticket n=118
Source: TNS Infratest Google Confidential and Proprietary 45
46. Decision on air travel – holiday trip
For preparing buying decisions on air travel for a holiday trip travel search
engines dominate general search engines – airline sites top source
Deciding for air travel – holiday trip
Air travel bookers
Online Offline
Websites of transportation companies Friends or colleagues
Travel search engines Newspapers or magazines
Websites of online travel agencies Travel agency
General search engines Catalogues or travel guides
Websites of tour operators TV
Travel websites with editorial content Radio
Websites of accommodation facilities
Consumer reviews
Video portals
Social networks
Q17: Which of the following information sources did you use in order to decide how to book your latest holiday trip?
Base (weighted): Travellers on a holiday trip in the past 12 months having booked a plane ticket n=243
Source: TNS Infratest Google Confidential and Proprietary 46
47. Devices used for online research
Research at home via stationary internet is mainly preferred; if mobile
then preferably via laptop or netbook rather than via mobile devices
Devices used for online research
Travellers of the last 12 months who researched online
Finding inspiration for a trip
Informing about the trip organization
Deciding for a travel package
Deciding for accommodation
Deciding for air travel
PC / laptop at home Laptop / netbook on the go Mobile / smartphone Tablet PC
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Q16:
Which of the following information sources did you use in order to decide how to book your latest short trip?
Source: TNS Infratest Google Confidential and Proprietary 47
48. Wrap up research behaviour
1 The internet serves as an extremely important research source throughout the
whole process from first research to preparing bookings for travel products
2 At the start of the travel research (finding inspiration) online and offline sources are
comparably considered with general search engines and WOM as top sources.
3 The closer a person gets to the purchase decision the more important gets the
internet as a research source – well in line with the actual booking on the internet.
4 General search engines are widely used in every stage of the information process
and by far more frequently considered than specialized travel search engines.
5 Specialized websites such as tour operator websites, airline websites or aggregator
portals gain importance when it comes to preparing booking decisions.
Source: TNS Infratest Google Confidential and Proprietary 48
49. Search engine usage and information needs
Source: TNS Infratest Google Confidential and Proprietary 49
50. Information trigger
General search engines are the most important navigator to relevant
online sources in the research process on travel products
How did you find the websites you used
for searching product information?
Users of online sources
Search engine (e. g. Google)
Typing the website address directly into the browser
Recommendation by friends or colleagues
Links at other websites
Clicking on the display advertisement
Links or recommendations at travel forums / social networks / video portals
Online advertisement, but I didn’t click on it
Q21: You mentioned that you used online information sources while searching for information. How did you find the websites you have used in the internet?
Base (weighted): Users of online information sources n=804
Source: TNS Infratest Google Confidential and Proprietary 50
51. Search engine usage
Google is the leading search engine followed by specialized travel search
engines (i.e. momondo, travel market, etc.) – more than 50% Google
exclusively…
Search engine usage
Search engine user
52% used
only Google
Q22: Which of the following search engines do you use during your research process or would you consider using?
Base (weighted): Users of search engines
Source: TNS Infratest Google Confidential and Proprietary 51
52. Importance of search engines
In the travel vertical search engines are perceived as very important
throughout every stage of the information process
Importance of search engines for…
Search engine users
Finding inspiration for travel destinations
Finding general information about the travel organization
Finding concrete information about accommodation facilities
Finding concrete information about travel packages
Finding concrete information about air travel
Extremely Important Very Important Important
Q23: How important would you consider search engines when it comes to …?
Base (weighted): Search engine user who used it for… : n(destination)=428; n(organization)=423; n(inform about package)=70; n(inform about accomm.)=225; n(inform about
plane tickets)=109; answer categories ‘not very important’ and ‘not at all important’ not shown
Source: TNS Infratest Google Confidential and Proprietary 52
53. Information expectations
Broad information needs in the travel vertical often related to destinations
and products – on average a respondent stated 9 different expectations
Information expectations (1-10)
All respondents
Weather / climate conditions Destination related
Travel conditions Destination related
Tourism information Destination related
General information about accommodation facilities Product related
Special offers and promotions Product related
General information about transport connections Product related
General information about organized offers Product related
Contract information Product related
General information about tour operators Operator related
Health information for the destination place Destination related
Q20: Independent of whether you use the internet for collecting travel related information or planning a trip or not: What kind of information would you expect to find on the internet
in general?
Base (weighted): All respondents: n=1000
Source: TNS Infratest Google Confidential and Proprietary 53
54. Information expectations
The majority of topics is for at least 40% of relevance – obviously only
commercials are not scoring on such a high level
Information expectations (11-19)
All respondents
Practical information about tour operators Operator related
Information about the online purchase process Destination related
Comparison information on travel offers Product related
General information about transportation companies Operator related
Possibility to order paper catalogues / brochures Product related
Advice, recommendations and experiences from other consumers Product related
Information about security issues at the destination place Destination related
Consumer service related information about travel operators Operator related
Commercials Product related
Q20: Independent of whether you use the internet for collecting travel related information or planning a trip or not: What kind of information would you expect to find on the internet
in general?
Base (weighted): All respondents: n=1000
Source: TNS Infratest Google Confidential and Proprietary 54
55. Experience sharing
Holidays are an involving topic which is highly shared with friends –
either via personal WOM in talks or via virtual WOM in social networks
Experience sharing after last trip
Travellers of the past 12 months
79% in talks with my family, friends or colleagues
14% in a social network (e. g. Facebook)
10% in a satisfaction survey (e. g. from an airline)
8% in talks with consultants
3% in my own blog
2% in a travel related forum / bulletin board
2% on user-generated websites (e. g. travel reviews)
19%
1% uploading a video on YouTube
Q19: When you returned from your latest short and / or holiday trip – did you somehow share the experiences you made with others?
Base (weighted): Travellers of the past 12 months on a short or holiday trip n=946
Source: TNS Infratest Google Confidential and Proprietary 55
56. Wrap up search engine usage
1 Search engines serve as a navigator tool for travel research on the internet: 7
out of 10 online researchers start on search in order to find travel information.
2 Across the whole information process search engines are perceived as very
important for finding information related to travel planning and booking.
3 Google is the leading general search engine and more than half of the search
engine users do not use any other search engine.
4 Momondo and travelmarket are the most popular specialized travel search
engine.
5 Online research in the travel vertical has to meet highly differentiated information
needs: on average 9 topics are expected to be found on the internet.
Source: TNS Infratest Google Confidential and Proprietary 56
58. Management summary
1 The internet is by far the most important booking channel in the travel vertical
regardless of travel product and regardless of trip length (short vs. holiday trip).
2 Bookings in the travel vertical are accompanied by an in-depth research process
with online sources being most frequently considered for information purposes.
3 Online research in the travel vertical has to meet highly differentiated information
needs: on average 9 topics are expected to be found on the internet.
4 General search engines are the top online information source: widely used in
every research stage they serve as an important navigator to relevant sources.
5 Presence on search engines with a variety of relevant terms enables presence in
the online research process and subsequently relevance for the online purchase.
Source: TNS Infratest Google Confidential and Proprietary 58
59. General information on audience
Source: TNS Infratest Google Confidential and Proprietary 59
60. Background information
Age 14-29 years 30-39 years 40-49 years 50+ years
19% 16% 21% 44%
Gender Male Female
51% 49%
Income * Low Medium High No answer
23% 41% 18% 12%
Education ** Low Medium High No answer
14% 48% 35%
Frequency online access Daily Weekly Monthly Less
77% 19%
Area of living Nordjylland Midtjylland Syddanmark Hovedstaden Sjælland
10% 23% 14% 30% 17%
*Low: Less than DDK. 299.999; Medium: DDK. 300.000 - 699.999; High: DDK. 700.000 - 899.999, DDK. 900.000 - 1099.999 and more
**Low: Primary and lower secondary school 7 year or less, primary and lower secondary school 8 to 10 years; Medium: Middle school / the Danish “Realeksamen” or
“Præliminæreksamen”, Upper Secondary School/Higher Preparatory Exam/Higher Commercial Exam, Basic/final vocational training; High: Higher education (less than 3 years),
BA level + ( 3 to less than 5 years), MA level + ( 5 years or more )
Base (weighted): All respondents n=1,000; categories with values < 5% not shown
Source: TNS Infratest Google Confidential and Proprietary 60