Online shoppers are increasingly savvy – and willing to spend more online. According to Forrester Research, online shoppers in the U.S. will spend $226 billion online in 2012 – and that number will climb to $327 billion in 2016.

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From Inspiration to Great Vacation:
Understanding the Travel Shopping
Journey
Take a walk with a traveler as he goes from dreaming to
staying to sharing. Learn how to reach them every step of the
way and drive more bookings.

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The online travel shopping journey 2
Planning and shortlisting 3
Getting social 6
Visually engaged 8
Hooked and booked 9
From journey to destination 10
Learn More 11

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Online shoppers are increasingly savvy – and willing to spend more online.
According to Forrester Research, online shoppers in the U.S. will spend $226
billion online in 2012 – and that number will climb to $327 billion in 2016.
Forrester says this continued growth is spurred by consumers’ greater
comfort level with purchasing online, as well as broader web shopping
capabilities with mobile and tablet devices.1
Traveler shoppers are no different from average shoppers. They use the
internet for research and for purchasing more than ever. Eighty-three per cent
of leisure travelers use the internet as part of their travel planning – and 65 per
cent begin researching online before they’ve even decided where or how to
travel. 2
Travel consumers are also comparison shoppers. They use all sorts of
information to help with their decision-making and that information is found
on many different websites, across many different platforms and devices . In
fact, mobile browsing of travel websites has more than doubled in the past 12
months to an average 20.5 per cent of all traffic surveyed. 3
In order to reach these shoppers with an engaging and motivating story,
it’s imperative that hotel marketers ensure their hotels are well represented
across the board – on their own websites, on travel websites, and on social
media. Not only that, but they have to be accessible across all device types.
Hotels that fall behind will miss out on engaging with potential customers, and
won’t see the bookings that their more savvy competitors do.
Understanding travel shoppers – not just what they’re looking for in a hotel,
but also how they shop and how they connect online - is a key step in
learning how to deliver the best possible online experience to prospects.

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The online travel shopping journey
Let’s take a look at Brian Smith, a married 35-year old in Macon, GA. Brian
has been a regular internet user for more than a dozen years, he is active on
Facebook, gets all of his news online, hits ESPN.com for the latest Braves
and Falcons updates and loves to shop at Amazon – in other words, a fairly
standard web user.
Brian and his wife Marie are celebrating their fifth wedding anniversary
next month, and Brian wants to do something nice for Marie. He bought
her earrings for Christmas and arranged an amazing surprise party for her
birthday. What could he do this time that would be different?
Last year, 49 per cent of travelers started researching online after seeing an
online ad4
. While browsing the internet, Brian sees an ad from one of the
popular travel websites, and that makes the light bulb go off above his head.
A trip would be perfect, he thinks. Marie’s been swamped at work and she
could definitely use some time away to relax. Of course, Brian has a budget
to consider, and they both have to be back at work on Monday, so nothing
too exotic – but a weekend getaway to the big city sounds about right.
The plan comes together in Brian’s mind – a weekend where Marie doesn’t
have to lift a finger. They could take a 90-minute drive to Atlanta, enjoy a
nice dinner at a fancy restaurant, and maybe see a show. Then start the next
day with a room service breakfast, a spa visit and poolside cocktails in the
afternoon.

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Planning and shortlisting
Brian’s eager to start planning, but he also doesn’t want to miss tonight’s
Braves game. Grabbing his smartphone, Brian heads to the living room to
watch the game and continue his brainstorming. This multi-screen approach
to web use is becoming more and more common; in fact, Google says 90 per
cent of users move sequentially from one screen or device to the next when
accomplishing tasks5
.
In addition, we’re using devices simultaneously. Brian’s use of his phone
while watching TV is particularly common – 81 per cent of us use our
smartphone and our TV at the same time6
.
As the Braves take the field, Brian’s trip planning is taking shape. His search
begins on Google, just like 87 per cent of all global internet searches7
. When
it comes to travel, Brian’s also pretty typical – 83 per cent of leisure travelers
(and 76 per cent of business travelers) plan their trips online; 96 per cent of
all leisure travelers start their hotel planning with a search engine8
; and 47 per
cent start that planning on their smartphone.
Figure 1: Where Web Searches Start
Unfortunately, the initial “blast” of information Brian faces is pretty
overwhelming. Last year, 70 per cent of survey respondents said “irrelevant
data” was the biggest problem with search engine results9
, and a Lifehacker
poll found three-quarters of users saying that Google’s results were becoming
“less useful.” 10
90%of users move
sequentially
from one screen
or device to
the next when
accomplishing
tasks5
- Google

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Google itself isn’t necessarily to blame – it’s just that everyone is on the
Internet now. It’s no secret that people are researching, shopping and
booking online, and sites such as TripAdvisor and Expedia display massive
amounts of information. When faced with so much information, is it any
wonder that it takes the average travel shopper more than nine sessions –
and visits to more than 20 websites – before booking anything? 11
In Brian’s case, it takes him three browsing sessions, before he’s even able
to narrow his list to a handful of hotels in the area with rooms available in the
price range he wants. Each browsing session consisted of multiple visits to
travel sites and reading multiple reviews.
With a shortlist of six properties in hand, Brian gets serious about finding a
hotel that offers the experience he – and Marie – will enjoy most. Necessities
include fine dining – either on-site or within walking distance – and proximity
to a theatre or nightlife. A pool would be ideal – a tropical destination might
not be in the cards right now, but Marie loves the sun.
The next day Brian takes his car in for an oil change and, using his iPad while
he waits, decides to try and narrow his list even further. Again, Brian’s a fairly
typical user today, but just three years ago, he wouldn’t have been – in 2009
just eight per cent of leisure travelers used a mobile device to access travel
information, but that number jumped to 38 per cent in 201212
.
Figure 2: How Leisure Travelers Access Travel Information
Source: Google/Ipsos Media: The 2012 Traveler
Brian visits the website for each of his shortlisted properties, and right away,
The Georgian Terrace hotel in Atlanta stands out on his iPad. He’s drawn in by
the large pictures and engaging videos, and the easy to find links and buttons
make it simple for him to find all the information he needs. Two hotels on his
short list don’t even have a smartphone site, and attempting to navigate them
just frustrates Brian so he crosses them right off the list; a third has a tablet-
It takes the
average travel
shopper more
than nine
sessions and
visits to more
than 20 websites
before booking
anything
- Google

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optimized site, but it’s clunky, lacking the essential features that he has come
to expect from a hotel website and Brian can’t even get the videos and virtual
tours to load.
Figure 3: Deterrents to Booking Online
Source: Google/Ipsos Media: The 2012 Traveler
Hotels with tablet-optimized sites clearly have a leg up – especially since
Google expects travel queries from tablets to rise 180 per cent in 2013.13
His car ready to go, Brian makes a note of his final three hotels and resolves
to do a little more research from home.
Later that day Brian again Googles each of the hotels still remaining on his
short list, looking not only at their websites, but also at each on TripAdvisor
and through social media. While all are well-represented online, with
favorable reviews and photos, once again The Georgian Terrace’s story
stands out. While the other properties all look similar on TripAdvisor, The
Georgian Terrace links to a mini-site with videos and tours, plus they have a
fully functional Facebook page with even more photos and videos. No matter
where Brian finds The Georgian Terrace online, the experience is consistent
– and engaging. He can clearly see it offers plenty of restaurant choices,
both on-site and nearby; it’s walking distance to the Fox Theatre; and it has a
rooftop pool and patio that looks ideal for a relaxing afternoon in the sun.
Google
expects travel
queries from
tablets to
180%
in 2013
- Google, Ipsos

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Getting social
As a regular Facebook user, Brian is particularly impressed with The Georgian
Terrace’s Facebook page. In addition to making use of Facebook’s latest
“timeline” layout and photo galleries, The Georgian Terrace offers a tour and
booking app with videos and panoramic photos that give a Brian a true feel
for the experience of staying there and reinforce his excitement about their
trip.
The Georgian Terrace also
uses Instagram, has its
Facebook page linked to
its Twitter page, and has
feedback from guests and
fans on its wall. In fact,
Brian sees a familiar face
on the wall – it’s Michelle,
his former next-door
neighbor. Brian hasn’t
spoken to Michelle in a
few years, but he knows
she has good taste – and
she’s written a glowing
review of her sister’s
wedding reception at The
Georgian Terrace.
That’s the final motivator
for Brian, and it’s no
surprise – word of
mouth still counts for
a lot when it comes to
travel. According to
one survey, 81 per cent
of travelers find user
reviews important when
determining which hotel
to stay at during their trip,
and nearly half said they
won’t book a property
unless it has reviews14
.
Another survey of Facebook users found that more than 50 per cent of
respondents indicated that seeing friends’ vacation pictures inspired them to
book a trip to that particular place15
, while one-third of survey respondents in
the UK indicated they changed their hotel preference after checking in with
social media16
.
81%of travelers find
user reviews
important when
determining
which hotel to
stay at
- TNooz

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For hotels, it seems clear that social media is an important driver of both
engagement and revenue. In a recent survey, 71 per cent of hotels indicated
that social media has improved customer engagement, and 50 per cent
said they have generated direct bookings from social media.17
In addition, a
2010 Cornell University study suggests that conversion rates from Facebook
referrals actually exceed those from other online travel sites18
.
Figure 4: How important will Social Media be in five years?
Source: World Travel Market: 2011 Industry Report
Overall, Brian finds a consistent message between the TripAdvisor reviews,
Facebook comments, and the hotel’s own words, giving him confidence that
The Georgian Terrance is the perfect place for him and Marie to spend their
anniversary.

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Visually engaged
On his lunch break the next day, Brian uses his smartphone for a final bit of
research, this time on Travelocity. When he clicks on the Travelocity media
link for The Georgian Terrace, he sees even more videos and pictures,
further connecting him with the hotel’s story. From multiple devices, across
travel sites, Facebook and their own website, The Georgian Terrace delivers
panoramic photos, tours and videos that provide a consistent, engaging,
visual experience that connect Brian to the their story.
It can’t be overstated just how much of an impact video is having on travel
shoppers online.
28 per cent of leisure travelers have viewed a video online in 2012– up from
21 per cent three years ago – and 57 per cent of those viewers watched a
video when deciding on accommodations. Overall, 62 per cent of videos
watched come directly from hotels, airlines, cruises and travel service
providers19
.
For travelers, no matter how they engage with a hotel online, they want to see
images, videos, and details that help them understand what the hotel offers
and what they can expect during their stay – in other words, whether the
hotel is the right fit for them.
62%of videos
watched come
directly from
hotels, airlines,
cruises and
travel service
providers
- Google, Ipsos

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Hooked and booked
Thirty-seven per cent of leisure travelers reported booking online in 2011–
up from 28 per cent in 200920
and 66 per cent of leisure travelers surveyed
in 2012 indicated they plan to spend more time shopping around and
researching before booking travel (up from 59 per cent in 2011) 21
.
For Brian, his mind is made up – he’s found his hotel. He’s not quite ready
to book though; he still has to confirm his dates and make sure he can get
theatre tickets.
The good news is, when he is ready, Brian knows he has multiple options for
how to book. Thanks to The Georgian Terrace’s multiple booking options,
he can book from just about anywhere – the hotel website, his smartphone
or tablet, from the hotel’s Facebook page, or through a travel site such as
Travelocity.
Being a savvy shopper, Brian uses all of the above to make sure he’s getting
the best possible rate. When he’s satisfied that he’s got the right price, right
dates, and his dinner reservations and theatre tickets lined up, Brian books
his trip and heads downstairs to tell Marie of their anniversary plans! Of
course, he also takes the time brag about his awesome anniversary surprise
on Facebook and Twitter, posting links straight from the hotel’s smartphone
site to his social media accounts.
Figure 5: How users use mobile to book travel
Source: Google/Ipsos Media: The 2012 Traveler

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From journey to destination
While we won’t pry into the details of Brian and Marie’s romantic anniversary
weekend, we can confirm that the internet continues to play a role throughout
their trip. Travelers are more connected than ever. Thanks to the mobile-
optimized site, Brian knows it would only take a couple of taps to get in touch
with the hotel if needed and Marie can use the tablet-optimized site to take
the virtual tour of the hotel on the car ride there.
Brian also uses his smartphone to get directions to the hotel and check
traffic, while Marie uses hers to check the weather and make sure they can
spend the afternoon by the pool.
Of course, travelers’ connectivity to the hotel doesn’t end when they check
out. As Brian and Marie wind down their romantic getaway and head back
home, Brian posts a fond farewell to Atlanta on Facebook through his
smartphone, and Marie’s already thinking about what sort of review she’s
going to leave on TripAdvisor. She may even write it on the iPad during the
car ride home!

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Learn More
VFM Leonardo’s VBrochure™ is an ideal solution for hotels looking to deliver
consistent, visually rich, optimized online experiences to travelers. With
powerful features and an easy-to-use web interface, VBrochure™ helps
you tell your hotel’s story in a visually compelling, engaging manner, across
multiple sites and devices.
Contact us today to learn more about how VBrochure™ can help you build a
great online experience for your visitors.
@VFMLeonardo
www.facebook.com/vfmleonardo
blog.vfmleonardo.com
www.vfmleonardo.com

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Sources:
1. Internet Retailer: E-retail spending to increase 62% by 2016 (http://www.internetretailer.
com/2012/02/27/e-retail-spending-increase-45-2016)
2. Google/Ipsos Media: The 2012 Traveler (http://www.thinkwithgoogle.com/insights/library/studies/the-
2012-traveler/)
3. Nucleus: Witnessing the Birth of the Mobile era (http://www.nucleus.co.uk/thoughts.aspx)
4. Google: The Five Stages of Travel (http://www.thinkwithgoogle.com/insights/library/infographics/five-
stages-of-travel/)
5. Google: The New Multi-Screen World (http://www.thinkwithgoogle.com/insights/library/studies/the-
new-multi-screen-world-study/)
6. Google: The New Multi-Screen World
7. Karma Snack: Search Engine Market Share (http://www.karmasnack.com/about/search-engine-
market-share/)
8. Google/Ipsos Media: The 2012 Traveler
9. SearchEngineLand: 89% Find Search Engines Do Good Job Finding Information, But “Noise” Is Issue
(http://searchengineland.com/89-find-search-engines-do-good-job-but-noise-is-issue-61064)
10. Lifehacker: Over 77 Percent of Lifehacker Readers Say Google’s Search Results are Less Useful Lately
(http://lifehacker.com/5730396/over-77-percent-of-lifehacker-readers-say-googles-search-results-are-
less-useful-lately)
11. Google: The Five Stages of Travel
12. Google/Ipsos Media: The 2012 Traveler
13. Google/Ipsos Media: The 2012 Traveler
14. TNooz: Understanding the Importance of Hotel Reputation Management (http://www.tnooz.
com/2011/08/18/news/underscoring-the-importance-of-online-hotel-reputation-management/#cOrvuv
aRyZWExrWe.99)
15. Forbes: How Facebook is Shaping Your 2012 Travel Decisions (http://www.forbes.com/sites/
traceygreenstein/2012/07/06/how-facebook-is-shaping-your-2012-travel-decisions/)
16. World Travel Market: 2011 Industry Report (http://www.wtmlondon.com/files/onsite_wtm_industry_
report_2011.PDF)
17. Eye for Travel: Social Media and Mobile Strategies for the Travel Industry (http://events.eyefortravel.
com/social-media-mobile-report/)
18. How Travelers Use Online and Social Media Channels to Make Hotel-choice Decisions, Cornell
University: Laura McCarthy, Debra Stock, and Rohit Verma Ph.D. (http://www.hotelschool.cornell.edu/
research/chr/pubs/reports/abstract-15359.html)
19. Google/Ipsos Media: The 2012 Traveler
20. Google: The Five Stages of Travel
21. Google/Ipsos Media: The 2012 Traveler
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