The changing digital visitor: how the modern travel consumer finds inspiration, researches and plans, leveraging desktop and mobile devices before, during and after their trip | Scott Caufield | #SoMeT15US New Orleans, USA
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Scott Caufield manages the Midwest region at TripAdvisor where he helps destinations and non-profit attractions gain exposure to the site’s 375 million monthly travelers. Fifteen years of digital advertising experience has enabled Scott to work with hundreds of clients in the travel sector to help them navigate the ever-evolving world of online marketing. Scott is a member of several professional travel associations, and speaks to groups across the Central US on how to get the most out of TripAdvisor.
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The changing digital visitor: how the modern travel consumer finds inspiration, researches and plans, leveraging desktop and mobile devices before, during and after their trip | Scott Caufield | #SoMeT15US New Orleans, USA
- 1. The changing digital visitor: how the modern travel consumer finds inspiration, researches and plans, leveraging desktop and mobile devices before, during and after their trip Presented by Scott Caufield DMO Sales Manager, Midwest Twitter: @scottcaufield
- 2. A world dominated by Mobile
- 3. Marketing strategy shifts with consumer behavior Mobile is a new opportunity to reach engaged consumers
- 4. Source: comScore July 2015 36,804 32,413 17,315 12,246 7,765 10,047 8,667 9,193 8,530 6,664 8,023 4,421 7,226 6,767 5,575 6,410 5,493 4,764 6,099 3,055 5,042 3,215 6,062 4,191 3,451 40,118 36,480 9,458 5,813 9,274 6,988 6,618 4,621 5,204 6,089 4,607 7,801 4,699 5,007 5,178 3,998 4,445 4,680 3,079 6,114 3,203 4,750 1,813 2,710 3,104 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 TripAdvisor Media Group TripAdvisor Expedia Priceline HomeAway Southwest Airlines Co. Hotels.com Booking.com Orbitz Worldwide Marriott Yahoo Travel USA Today Kayak.com Hilton Hotels United Airlines Delta Airlines American Airlines InterContinental Hotels Group Hotwire Disney Parks & Travel Travelocity About.com Travel CheapOair Enterprise CNN Travel TripAdvisor – United States (incl. mobile) TripAdvisor has nearly 32.4m users on desktop and over 36m mobile users Mobile ExclusiveDesktop 4
- 5. Traveler Life Cycle Awareness Not planning… but open to inspiration Consideration Starting the process Comparison Short list of hotels Booking Flight -> Hotel Experience Actively on vacation Advocate Reviews, Facebook, WoM Week -20+ “Not Yet Ready” Week -16: • 5 Destinations • 0 Hotels Week -12: • 3 Destinations • 6 Hotels Week -4: • 1 Destination • 15 Hotels Week 0 • Booked Book Additional Activities • Restaurants • Attractions • Tours, etc. Already thinking about next trip!
- 6. • More than 40,000 surveyed • Reveals the motivations behind travelers’ vacation choices • Reports emotional differences at the various stages of a vacation and post-trip www.tripadvisor.com/TripBarometer
- 7. The Connected Traveler Source: TripBarometer Connected Traveler Report 2015 There’s a growing subset of Connected Travelers, or travelers who have used their smartphone to plan or book travel.
- 9. Traveler Life Cycle: Pre-Trip Awareness Not planning… but open to inspiration Consideration Starting the process Comparison Short list of hotels Booking Flight -> Hotel Week -20+ “Not Yet Ready” Week -16: • 5 Destinations • 0 Hotels Week -12: • 3 Destinations • 6 Hotels Week -4: • 1 Destination • 15 Hotels Week 0 • Booked
- 10. Transactors who visited TripAdvisor: % increase vs. non TripAdvisor visitors Site Visits (31 vs. 11) +188% Pageviews (167 vs. 49) +240% Minutes Researching (98 vs. 29) +243% Searches (36 vs. 16) +133% Days (88 vs. 75) +17% Source: comScore Data Services
- 11. Devices Used During Trip Planning, by Stage Base: U.S. online travelers (2014: N=2,667; 2013: N=2,203) Source: Phocuswright’s Traveler Technology Survey 2014 20% 10% 0% 40% 30% 60% 50% 80% 70% 90% Destination Selection Travel Shopping Booking Desktop 2013 Desktop 2014 Smartphone2013 Smartphone2014
- 12. Online Travel Traffic Trends Source: Phocuswright’s The Mobile Travel Landscape 2015 Cumulative Mobile Travel Gross Bookings Growth by Market, 2012-2016 390% 379% 171% 5,729% 1,327% U.S. Europe Japan China India
- 13. The Connected Traveler Source: TripBarometer Connected Traveler Report 2015 What Mobile Themed Amenities do Connected Travelers Look For?
- 14. gces Power adapters to charge their devices
- 15. • Mobile booking app • Mobile check in
- 16. The Connected Traveler Mobile vs. Desktop Source: TripBarometer Connected Traveler Report 2015 While laptops are still the most common method for booking (55%), mobile booking isn’t far behind at 45% for Connected Travelers.
- 17. The Connected Traveler What’s important? Source: TripBarometer Connected Traveler Report 2015 What Connected Travelers find Very Important when booking: TripAdvisor Reviews - 58% Recommendations from friends - 49% Amenities - 44% Promotions/Discounts - 39%
- 18. During the Trip
- 19. Traveler Life Cycle: During the Trip Experience Actively on vacationBook Additional Activities • Restaurants • Attractions • Tours, etc.
- 20. The Connected Traveler Connected Travelers are especially engaged on mobile while on their trip Source: TripBarometer Connected Traveler Report 2015 Getting Directions/Using Maps: Global Travelers - 67% Connected Travelers - 81%
- 21. The Connected Traveler Connected Travelers are especially engaged on mobile while on their trip Source: TripBarometer Connected Traveler Report 2015 Looking for Restaurants: Global Travelers - 56% Connected Travelers - 72%
- 22. The Connected Traveler Connected Travelers are especially engaged on mobile while on their trip Source: TripBarometer Connected Traveler Report 2015 Looking for Activities: Global Travelers - 51% Connected Travelers - 67%
- 23. The Connected Traveler Connected Travelers are especially engaged on mobile while on their trip Source: TripBarometer Connected Traveler Report 2015 Reading Reviews: Global Travelers - 47% Connected Travelers - 64%
- 24. More than 80% of TripAdvisor travelers feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
- 25. Post-Trip .
- 26. Traveler Life Cycle: Post-Trip Advocate Reviews, Facebook, WoM Already thinking about next trip!
- 27. Post Trip Feelings Cultural Enrichment Source: TripBarometer Psychology of Travel Report, 2014
- 28. Post Trip Feelings More Travel, Please! Source: TripBarometer Psychology of Travel Report, 2014 Don’t Put the Suitcase Away Yet! 66% of travelers are prompted to book another trip upon returning from vacation.
- 29. KEY TAKEAWAYS
- 30. Takeaways Source: TripBarometer Psychology of Travel Report, 2014 • Mobile and desktop coexist in the path to purchase, but mobile is most dominant. • Review site content is the strongest driver in booking and a key factor for decisions made during the trip. • Engage with travelers post trip – they’re already thinking about their next trip!
- 31. Scott Caufield scaufield@tripadvisor.com 972-489-4543 – mobile 469-481-6479 – office Twitter: @scottcaufield
Hinweis der Redaktion
- Introduce myself Dallas office
- We live in a world dominated by mobile devices. As we’ll see, the desktop is not going away, but its role is less and less present as mobile’s foothold increases. Mobile use isn’t just while on the go either – think about how many times you’re sitting on the couch checking your smartphone….
- An Ad Age report from earlier this year indicates that mobile ad spending is set to double desktop ad spending by 2017. This signals a continued shift in where consumers – especially travelers – will be consuming online content.
- TripAdvisor’s July 2015 comScore showed that mobile overtook desktop as the dominant environment our users employ to come to TripAdvisor.
- We’re going to look at what we call the Traveler Life Cycle; it outlines the typical TripAdvisor travel lifecycle that starts months out from the actual date of travel, and as the graphic indicates, is quite cyclical.
- We’ll also be looking at a lot of data from TripAdvisor’s TripBarometer study. TripBarometer is a Twice Annual Study conducted on behalf of TripAdvisor by an independent research firm. TripBarometer reaches 40,000-50,000 travelers and hoteliers around the world. The study reveals Motivations behind travelers’ vacation choices The emotional differences at various states of a vacation and post-trip
- In a 2015 TripBarometer study, we introduced the Connected Traveler. Connected Travelers are travelers who have used their smartphone to plan or book travel. And reaching these Connected Travelers is a big opportunity for destinations. Our TripBarometer Connected Traveler report shows that more and more travelers are planning and booking travel on their mobile devices. Findings from TripBarometer show that smartphones are now an essential travel companion. How prevalent is mobile usage for planning and enjoying travel? Then take a look at these insights based on TripBarometer survey responses from more than 40,000 travelers and hoteliers around the globe. You’ll be better prepared to reach the lucrative Connected Travelers segment, or travelers who are keen on planning and booking travel on their smartphone. Connected Travelers care more about your reviews and ratings than amenities and promotions. Not only do Connected Travelers put more emphasis on reviews and ratings compared to other travelers, but they even care more about them than other booking drivers. In fact, here’s a sample of what travelers find very important when choosing where to book: Ratings/scores on review sites Connected Travelers: 59% Overall travelers: 53% TripAdvisor reviews Connected Travelers: 58% Overall travelers: 53% Recommendations from friends Connected Travelers: 49% Overall travelers: 45% Accommodation amenities Connected Travelers: 44% Overall travelers: 40% Promotions or discounts Connected Travelers: 39% Overall travelers: 36% - See more at: https://www.tripadvisor.com/TripAdvisorInsights/n2643/drive-mobile-bookings-these-tripbarometer-insights#sthash.gJbGyH8R.dpuf
- So, let’s take a look at the planning and booking stage. We’ll spend most of our time here, as this is often the most important stage of the travel process for many of you. Most travelers start planning trips 3-4 months prior to travel and start booking 1-2 months before they go. Businesses estimate the majority of accommodation bookings are made 1-2 weeks before departure. Three-quarters of travelers use TripAdvisor as a source of inspiration for vacations; it is the most influential source, closely followed by word-of-mouth. Price is the most important factor when it comes to accommodation choices, though businesses perceive online reviews to have the bigger impact.
- In the Pre-Trip Phase of the Traveler Life Cycle
- A comscore study of a panel of their travel transactors showed that 50% of transactors visited TripAdvisor on their path to purchase, and that half that visited TripAdvisor did a considerable amount more research in terms of the number of sites, page views, minutes spent, and days taken to purchase.
- Here’s a glimpse of year over year growth of mobile device use in the stages of trip planning & booking according to Phocuswright’s 2014 Traveler Technology Survey: 35% of travelers use a smartphone for destination selection - an increase from 25% in 2013 31% of travelers use a smartphone for travel shopping – up 6 percentage points from 2013 27% of travelers use a smartphone for booking – up from 16% in 2013 In the meantime, desktop remains pretty flat with 75-80% of travelers selecting, shopping, and booking online. Note the consistent decrease in desktop use from 2013 to 2014 however.
- PhocusWright’s mobile travel landscape report shows a significant jump in Mobile travel bookings – it forecasts a 390% growth rate in mobile travel bookings from 2012-2016, which while impressive, is nothing compared to the 5729% forecast growth for China!
- Connected Travelers have certain amenities they look for when they travel. Let’s check those out.
- 64% of connected travelers want hotels to provide power adpters so they can charge their devices. After all, all of that mobile research can kill a battery. 49% of accommodations provide these.
- Of greater importance is the ability to book and check in via their mobile devices.
- How does booking activity compare up for the connected traveler between desktop and mobile? Desktop still takes the majority of booking, but mobile is a close second
- Connected Travelers care more about reviews and ratings than amenities and promotions. Not only do Connected Travelers put more emphasis on reviews and ratings compared to other travelers, but they even care more about them than other booking drivers. In fact, here’s a sample of what travelers find very important when choosing where to book: Ratings/scores on review sites Connected Travelers: 59% Overall travelers: 53% TripAdvisor reviews Connected Travelers: 58% Overall travelers: 53% Recommendations from friends Connected Travelers: 49% Overall travelers: 45% Accommodation amenities Connected Travelers: 44% Overall travelers: 40% Promotions or discounts Connected Travelers: 39% Overall travelers: 36%
- Let’s take a look at during the trip
- In the Travler Life Cycle, our research shows that travelers are interested in researching experiences like restaurants, attractions and tours
- Travelers are big into using their mobile during their trips. The lucrative Connected Travelers segment is especially engaged on mobile while on vacation: Getting directions/using maps: 81%
- Travelers are big into using their mobile during their trips. The lucrative Connected Travelers segment is especially engaged on mobile while on vacation: Looking for restaurants: 72%
- Travelers are big into using their mobile during their trips. The lucrative Connected Travelers segment is especially engaged on mobile while on vacation: Looking for activities: 67%
- Travelers are big into using their mobile during their trips. The lucrative Connected Travelers segment is especially engaged on mobile while on vacation: Reading reviews: 64%
- The Post-Trip phase is when travelers are home, and are sharing their experiences with others through submitting reviews, posting to Social Media, and word of mouth. It’s also a surprising place where trip inspiration
- According to the 2014 TripBarometer Psychology of Travel Report, travelers return home from a trip feeling more tolerant, interested in learning something new, and with a desire to explore their own city more. Some will also focus more on relationships and spirituality.
- An even more interesting statistic uncovered from the Psychology of travel study is that 2 in 3 travelers are prompted to start booking another trip upon returning.
- Let’s shift gears to another incredibly important and rapidly growing part of our business: mobile.