The document discusses how the Hawaii Tourism Authority (HTA) and Expedia Media Solutions are using technology and data to drive consumers along the path to purchase for travel to Hawaii. It outlines that travel planning is complex, with consumers visiting many travel sites and considering multiple destinations in the months before booking. It then describes how HTA partnered with Expedia to create an interactive microsite highlighting the uniqueness of Hawaii through creative imagery and video. The results were a 75% video completion rate on the microsite and 20-40% year-over-year increases in passenger and hotel room night demand for Hawaii.

1. USING TECHNOLOGY TO DRIVE CONSUMERS
DOWN THE PATH TO PURCHASE
H O W T H E H A W A I ’ I T O U R I S M A U T H O R I T Y A N D E X P E D I A M E D I A S O L U T I O N S A R E

2. NOAH TRATT
Global Senior Vice President,
Expedia
LESLIE DANCE
Vice President of Marketing & Product
Development, the Hawai’i Tourism
Authority

3. REAL WORLD INSIGHTS
PATH TO
PURCHASE
TRAVELER
ATTRIBUTION
BLEISURE
TRAVELER
https://blog.advertising.expedia.com

4. PEOPLE ARE CONSUMING MORE
DIGITAL CONTENT THAN EVER BEFORE

5. 239
BILLION
DIGITAL MINUTES
EACH MONTH
1.5
TRILLION
DIGITAL MINUTES
EACH MONTH
148
BILLION
DIGITAL MINUTES
EACH MONTH
50 MILLION
DIGITAL UK USERS
CONSUMING
258 MILLION
DIGITAL US USERS
CONSUMING
30 MILLION
DIGITAL CANADIAN USERS
CONSUMING
Data Source: comScore Media Metrix Multi-Platform Reporting, April 2016 data, Unique Visitors & Total Minutes.

6. TIME SPENT ON DIGITAL
TRAVEL CONTENT IS GROWING TOO

7. Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, January 2015 – April 2016 data, Total Minutes.
44%
INCREASE
YEAR OVER YEAR
41%
INCREASE
YEAR OVER YEAR
18%
INCREASE
YEAR OVER YEAR
2.4 BILLION
MINUTES SPENT
ON DIGITAL
TRAVEL CONTENT
8.7 BILLION
MINUTES SPENT
ON DIGITAL
TRAVEL CONTENT
806 MILLION
MINUTES SPENT
ON DIGITAL
TRAVEL CONTENT

8. TRAVEL IS A COMPLEX
AND CONSIDERED PURCHASE

9. NUMBER OF VISITS TO TRAVEL SITES BY COUNTRY
MADE BY BOOKERS 45 DAYS BEFORE PURCHASE
121
140
161
Data Source: comScore UK, US, CA Desktop Panels, Custom Path to Booking Visitation Analysis, Share of Total Visits, Online Travel Booker Segment: Dec ’15 – Feb ’16

10. 82%
OF AUSTRALIANS PREFER
INTERNATIONAL TRAVEL
FOR THE OPPORTUNITY
TO EXPERIENCE
SOMETHING DIFFERENT
Data Source: Wotif – Travel Predictions 2017 with lonergan research.
88%
OF AUSTRALIANS ARE
PLANNING A HOLIDAY
IN 2017
20%
ARE CONSIDERED
FREQUENT
INTERNATIONAL
TRAVELERS (MORE THAN
1.5 TIMES PER YEAR)

11. TRAVEL CATEGORIES PROMINENT
IN THE BOOKING PATH

12. 33%
21%
17%
15%
10%
2%
3%
OTA Travel Information Accomodations Airline Ground/Rail/Auto/Bus DMO Other
32%
21%
16%
15%
9%
2%
5%
33%
26%
17%
13%
4%
3% 4%
Data Source: comScore UK, US, CA Desktop Panels, Custom Path to Booking Visitation Analysis, Share of Total Visits, Online Travel Booker Segment: Dec ’15 – Feb ’16

13. DESTINATION CONSIDERATION

14. 52%
48%
54%
46%
35%
65%
Data Source: comScore Survey, , DESTINATIONS. PRIOR TO DECIDING ON YOUR FINAL DESTINATION, HOW MANY OTHER DESTINATIONS DID YOU CONSIDER VISITING?, Among Total UK Online Travel Buyers
(n=817); Among Total U.S. Online Travel Bookers (n=805), Among Total CA Online Travel Bookers (n=815)
1 Destination Considered 2+ Destination Considered

15. THE SITUATION

16. THE OBJECTIVES
INCREASE
DEMAND
DRIVE
AWARENESS
REMAIN
COMPETITIVE
CONNECT WITH
MILLENNIALS
SHOWCASE THE
UNIQUENESS

17. THE SOLUTION

25. THE RESULTS

26. 75%
VIDEO
COMPLETION
ON MICROSITE
20%
YEAR-OVER-YEAR
PASSENGER
DEMAND
40%
YEAR-OVER-YEAR
HOTEL ROOM
NIGHT DEMAND

27. WHAT DID WE LEARN?

28. DATA
IS THE MOST
IMPORTANT
TOOL
BE AUTHENTIC
TO YOUR
BRAND
INSPIRE
THROUGH
CREATIVITY,
INTERACTIVITY,
IMAGERY AND
ICONIC
ELEMENTS
INNOVATION
IS THE KEY
TO STAYING
COMPETITIVE
PARTNERSHIP
CAN TAKE
YOU TO A
NEW LEVEL

29. SMART DATA

30. STRATEGIC
PARTNERSHIPS
BE AUTHENTIC

31. CREATIVITY

32. INNOVATION

33. STRATEGIC
PARTNERSHIPS

34. THANK YOU
CHECK OUT THE CAMPAIGN:
www.discoveryouraloha.expedia.com
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https://blog.advertising.expedia.com