Sarah McDonald's presentation on the customer journey from the WTM Travel Perspective session 2013

1. The Online Customer
Journey for Travel

2. Customer journeys are more complicated
than ever…
DAY 70
DAY 1

3. Online as a touchpoint for offline customers
Source: Gfk Consumer Scope October 2012

4. 43% of Travel Planners were cross-screening in 2012
Source: The New Multi-screen World: Understanding Cross-Platform
Consumer Behaviour, Google/Ipsos, Sept 2012

5. 1
Inspire and inform
consumers
to
ensure
your
brand
makes
it
into
the
ini2al
considera2on
set

6. Reaching and inspiring through media
OTHER
63%
of
internet
users
in
the
UK
have
increased
the
amount
of
3me
Media
Time
spent
per
day
TV
O
RADI
they
spend
online
compared
to
the
23%
increasing
the
amount
of
2me
spent
watching
TV
24%
INTERNET
1
in
2
UK
smartphone
users
use
their
device
while
watching
TV
Source:
Edelman
as
cited
by
eMarketer,
May
2011

7. The internet is the leading source for
travel planning info
Internet
Peers
85%
60%
Brochures
Magazines
32%
24%
TV
22%
Travel
News
Radio
Agents
papers
18%
12%
7%
% of travellers who use this source for planning travel
Source: UKOM Netview Jan-March 2012

8. Search is the gateway – can you be found?
19%*

9. Search continues to evolve: Better results for
the user
Remarketing
for search

10. Improving the journey for flights and
hotels

11. Through the gateway to content –
95% of a user’s time
Contextual Targeting
Interest & Audience Targeting

12. Reach customers through new
channels

13. Customers respond differently based on their
holiday needs
EMOTIONAL
BASIS
• Escapism
• Status
• Excitement
RATIONAL
BASIS
• Kids activities
• Affordable
• Local amenities

14. 1
Maintain strong
2
position in
consideration set
as
brands
are
added
to
or
subtracted
from
the
mix

15. 15.1
20.3
20.4
Source Nielsen/ Google Clickstream 2010
Base: Purchasers in the Travel market
Note: Number of sites visited per person by purchase category UP TO the first purchase event
13.2
13.1
12.9
12.4
Low Cost Airline
Hotel
Airlines
Vacation Rental
10.2
Flight Aggregator
8.5
8.4
Camping
Multi-Category
Ground Transport
9.9
10.4
Train
Theme Park
10.4
Cruise
11.3
13.4
Ferry
Purchasers
Bus
13.9
14.7
OTA
Multi-Category
Travel
14.9
Airport
Destination
Tour Operator
19.9
Hotel Aggregator
Car Hire
Number of sites visited
Sites Visited Up To First Purchase
A Package Holiday
purchase was preceded
by 15.1 different site visits

16. Active evaluation: searching for you and
competitors in the same session
Source: Google Trends for Marketers

17. Multi-tabbing and verification – impartial
reviews and rich content
Is it what
it says it
is?
Is this
right for
me?
Am I
getting
the best
value?

18. Verification through reviews, photos and video

19. How video can address those customer
questions
Organise playlists by:
Region, destination,
holiday type, holiday
need, brand,
property features,
rep tips

20. The video channel as a destination

21. Continue the conversation

22. 1
Make your customers
2
want to complete the
transaction
either
online
or
offline
3

23. Make conversions easy...
0.3% to 1%
of
visitors
to
tour
operators
online
transac2ons
convert
into
a
sale
in
that
session
Source:
CCB
2011

24. Product and Pricing: Relevancy and
urgency

25. A pure online journey is not even half the
picture
Source: Consumer Commerce Barometer

26. Mobile complicates this journey further
ONLINE
Tablet
Conversion
rates
are
equal
to
or
higher
than
on
PC’s
39%
of
UK
Smartphone
users
who
started
their
research
on
their
mobile
later
purchased
on
their
computer
Sources:
1)Shopatron Research, June 2010
2)
&
(3)Google
&
Ipsos
Media
CT,
“Mobile
Consumer
Evolu2on:
Understanding
Smartphone
Users”,
Aug,
2011

27. Mobile complicates this journey further
ONLINE
OFFLINE
YOUR S
43%
Sources:
1)Shopatron Research, June 2010
39%
26%
2)
&
(3)Google
&
Ipsos
Media
CT,
“Mobile
Consumer
Evolu2on:
Understanding
Smartphone
Users”,
Aug,
2011
8%
12%
HOP
11%

28. 1
4
2
Continue to engage
with
those
who
are
advocates
of
your
brand
3

29. Post-Booking & Experience phase
30 sec
MAKE
IT
EASY:
FAQs,
Transfers,
Packing
3ps,
How-­‐to
PUMP
THEM
UP:
Ancilliaries,
Monthly
entertainment,
Local
informa3on

30. On holiday and still connected
IN-­‐FLIGHT/
ON-­‐PROPERTY
SERVICES
45%
of
smartphone
users
have
researched
further
informa2on
on
services
available
in-­‐flight
or
at
their
accommoda2on
CONTEXT/LOCATION-­‐AWARE
DESTINATION
INFO
81%
of
smartphone
users
have
looked
for
local
informa2on
CAPTURING
AND
SHARING
THE
EXPERIENCE
89%
of
social
media
users
share
status
updates
on
what
they
are
doing
and
seeing
whilst
on
holiday
86%
of
social
media
users
share
photo’s
whilst
on
holiday
Sources:
Google
&
Ipsos
Media
CT,
“Mobile
Consumer
Evolu2on:
Understanding
Smartphone
Users”,
Aug,
2011
TripAdvisor
survey
2012

31. Continue to talk to those who have
converted
YOUR SITE
Customer
Rela2onship
Management
beyond
Email
YOUR STORE
YOUR
REMARKETING ADS

32. Reach
your
consumer
at
every
stage
of
the
NEW CUSTOMER JOURNEY
across
MULTIPLE DEVICES ensuring
that
they
have
a
one
single,
SEAMLESS
EXPERIENCE across
online
and
offline
channels