BTO - Buy Tourism Online 2011 Stazione Leopolda, a Firenze 1° e 2 Dicembre 2011 Speaker: Florence Kaci PhoCusWright Stazione Leopolda 1° Dicembre 2011, Day ONE Main Hall, la ricerca PhoCusWright 10.00 – 11.00 BTO – Buy Tourism Online 2011 ha chiesto a PhoCusWright di aprire la IV^ Edizione della manifestazione con la presentazione di una vista sul Travel Online in Italia, un’analisi dei trend su cui poter ragionare nei due giorni della Stazione Leopolda e fare da riferimento per successive elaborazioni. La presentazione dura 45 minuti e altri 15 minuti sono riservati ad un question time con il pubblico. http://www.buytourismonline.com/il-programma-day-one-1-dicembre-2011/

1. December
1,
2011
Global,
European
and
Italian
Travel
Trends
Florence
Kaci
Director,
Sales
EMEA
and
European
Market
Specialist

2. Agenda
Global
Landscape
European
Distribu=on
Trends
Italy
Online
Travel
Overview
Mobile
Hits
the
Mainstream
Travel
Distribu=on
and
Social
Media

3. PhoCusWright
Analysts
Around
the
World
© 2011 PhoCusWright Inc. All Rights Reserved. 3

4. Does
Your
Distribu7on
Strategy
S7ll
Look
Like
This?
© 2011 PhoCusWright Inc. All Rights Reserved. 4

5. Global
Landscape

6. U.S.
Europe
SCAN
U.S.
APAC
Higher
U.K.
CHILE
JAPAN
LATAM
U.S.
Online
Travel
Penetra7on
SING
INDIA
MEXICO
BRAZIL
SPAIN
COL
PERU
ARG
Lower
Lower
Higher
Annual
Growth
Online
Sales
Source:
PhoCusWright’s
Global
Online
Travel
Overview
Second
EdiFon
© 2011 PhoCusWright Inc. All Rights Reserved. 6

7. U.S.
Europe
SCAN
U.S.
APAC
Higher
U.K.
CHILE
JAPAN
LATAM
Online
Travel
Penetra7on
SING
INDIA
MEXICO
BRAZIL
SPAIN
COL
PERU
ARG
Lower
Lower
Higher
Annual
Growth
Online
Sales
Source:
PhoCusWright’s
Global
Online
Travel
Overview
Second
EdiFon
© 2011 PhoCusWright Inc. All Rights Reserved. 7

8. U.S.
Europe
SCAN
U.S.
APAC
Higher
U.K.
CHILE
JAPAN
LATAM
Online
Travel
Penetra7on
SING
INDIA
MEXICO
BRAZIL
SPAIN
COL
PERU
ARG
Lower
Lower
Higher
Annual
Growth
Online
Sales
Source:
PhoCusWright’s
Global
Online
Travel
Overview
Second
EdiFon
© 2011 PhoCusWright Inc. All Rights Reserved. 8

9. U.S.
Europe
SCAN
U.S.
APAC
Higher
U.K.
CHILE
ANZ
JAPAN
LATAM
Online
Travel
Penetra7on
FRANCE
SING
INDIA
GERMANY
MEXICO
ITALY
BRAZIL
SPAIN
COL
PERU
ARG
CHINA
Lower
Lower
Higher
Annual
Growth
Online
Sales
Source:
PhoCusWright’s
Global
Online
Travel
Overview
Second
EdiFon
© 2011 PhoCusWright Inc. All Rights Reserved. 9

10. U.S.,
Europe,
Asia
Pacific,
and
La7n
America
Online
Leisure/Unmanaged
Business
Travel
Share
of
Total
Travel
45%
39%
40%
40%
38%
35%
41%
35%
31%
35%
36%
30%
27%
33%
31%
U.S.
25%
27%
Europe
20%
23%
24%
21%
21%
Asia
Pacific
15%
18%
18%
La7n
America
15%
14%
10%
9%
11%
5%
0%
2008
2009
2010
2011
2012
2013
Note:
2011-­‐2013
projected.
Source:
PhoCusWright’s
European
Online
Travel
Overview
Seventh
Edi7on
© 2011 PhoCusWright Inc. All Rights Reserved. 10

11. European
Distribu7on
Trends

12. © 2011 PhoCusWright Inc. All Rights Reserved. 12

13. Top
Five
Pan-­‐European
Online
Travel
Agencies,
Share
Among
These
Agencies,
2010
and
2011
2010
2011
Expedia
8%
9%
Europe
30%
Opodo
28%
Travelocity
Europe
40%
Priceline
47%
9%
10%
Europe
Orbitz
WW
8%
10%
Europe
Note:
2011
projected.
Source:
PhoCusWright’s
European
Online
Travel
Overview
Seventh
Edi7on
© 2011 PhoCusWright Inc. All Rights Reserved. 13

14. Consolida7on
© 2011 PhoCusWright Inc. All Rights Reserved. 14

15. © 2011 PhoCusWright Inc. All Rights Reserved. 15

16. © 2011 PhoCusWright Inc. All Rights Reserved. 16

17. © 2011 PhoCusWright Inc. All Rights Reserved. 17

18. © 2011 PhoCusWright Inc. All Rights Reserved. 18

19. © 2011 PhoCusWright Inc. All Rights Reserved. 19

20. © 2011 PhoCusWright Inc. All Rights Reserved. 20

21. Deregula7on
of
the
Rail
Sector
• Rail
has
been
one
of
the
strongest
travel
sectors
• Harmoniza7on
of
booking
systems
to
accelerate
growth
• OTAs
shaping
up
to
distribute
rail
content
• Mobile
bookings
to
increase
rapidly
• Rail
travel
to
rise
as
more
compe7tors
enter
na7onal
markets
• Flights
under
five
hours
to
face
compe77on
from
rail
© 2011 PhoCusWright Inc. All Rights Reserved. 21

22. Long
Tail
Distribu7on
of
Travel
Accommoda7ons
• Highly
fragmented
European
hospitality
sector
spells
boom
7me
for
OTAs
• Vaca7on
rentals
will
be
a
sector
to
watch
–
HomeAway,
Airbnb,
Wimdu
• Even
the
GDSs
are
figh7ng
for
a
share
of
the
pie
• Travel
reviews
on
OTA
sites
are
key
to
driving
and
retaining
traffic
© 2011 PhoCusWright Inc. All Rights Reserved. 22

23. Italy
Online
Travel
Overview

24. © 2011 PhoCusWright Inc. All Rights Reserved. 24

25. Italy
Follows
the
Trend
© 2011 PhoCusWright Inc. All Rights Reserved. 25

26. Italian
Online
Travel
Market,
OTA
vs.
Supplier
Direct,
2010
OTA
47%
Supplier
Direct
53%
Source:
PhoCusWright’s
Italian
Online
Travel
Overview
Seventh
EdiFon
© 2011 PhoCusWright Inc. All Rights Reserved. 26

27. Italian
Online
Travel
Supplier
Direct
Share
(%),
2010
and
2013
2010
2013
2% 3% Traditional
Airline 2%
27% LCC
Direct 4%
30%
23% Hotel
Direct
21%
Rail 17%
21%
Car
Rental
24% 26%
Tour
Operator
Note:
2013
projected.
Totals
may
not
add
to
100%
due
to
rounding.
Source:
PhoCusWright’s
Italian
Online
Travel
Overview
Seventh
Edi7on
© 2011 PhoCusWright Inc. All Rights Reserved. 27

28. Mobile
Hits
the
Mainstream

29. © 2011 PhoCusWright Inc. All Rights Reserved. 29

30. Ownership
of
Web-­‐Enabled
Devices
2010
2011
Laptop
computer
Desktop
computer
Web-­‐enabled
mobile
telephone
Web-­‐enabled
video
game
console
Web-­‐enabled
portable
music/video
players
E-­‐readers
(e.g.,
Kindle)
Tablet
PC/Netbook
Web-­‐enabled
television
None
of
the
above
Other
%
10%
20%
30%
40%
50%
60%
70%
80%
Ques7on:
Which
of
the
following
Web-­‐enabled
devices
do
you
own/use?
Select
all
that
apply.
Base:
U.S.
online
travelers
(2010
N=
792)(2011
N=1,948)
Source:
PhoCusWright's
Traveler
Technology
Survey
2010,
PhoCusWright’s
Traveler
Technology
Survey
2011
© 2011 PhoCusWright Inc. All Rights Reserved. 30

31. Con7nuous
Engagement
and
Merchandising
The
Smartphone
Facilitates
Con7nuous
Engagement
Dream
• The
mobile
plamorm
• Ancillary
services
of
represents
the
most
all
types
are
well
personalized
suited
for
the
mobile
environment
ever
Share
Plan
plamorm
created
• Combines
cross
• Ability
to
customize
selling
effort
with
offers
to
parFcular
personalizaFon
segments
and
and
locaFon
customers
Explore
Book
Source:
PhoCusWright
Inc.
© 2011 PhoCusWright Inc. All Rights Reserved. 31

32. © 2011 PhoCusWright Inc. All Rights Reserved. 32

33. © 2011 PhoCusWright Inc. All Rights Reserved. 33

34. Travel
Distribu7on
and
Social
Media

35. Over 800 million active users!
© 2011 PhoCusWright Inc. All Rights Reserved. 35

37. Influence
of
Social
Media
Channels
on
Purchasing
Decisions
Very
influen7al
Somewhat
influen7al
Not
at
all
influen7al
Traveler
reviews
on
online
travel
agency
45%
29%
websites,
such
as
Expedia
Traveler
review
websites,
such
as
42%
36%
TripAdvisor
Online
reviews
from
travel
professionals
44%
40%
Comments
from
people
in
my
online
social
34%
52%
network,
such
as
Facebook
or
Twioer
Travel
blogs
or
online
travel
forums
34%
53%
Company
informa7on/promo7ons
on
an
31%
61%
online
social
network,
such
as
Facebook
or
Ques7on:
How
influen7al
have
each
of
the
following
features
been
to
you
when
making
travel
purchasing
decisions
in
the
past
12
months?
Select
one
for
each
op7on.
Base:
U.S.
online
travelers
(N=1,948)
Note:
Totals
may
not
add
to
100%
due
to
rounding
Source:
PhoCusWright's
Traveler
Technology
Survey
2011
© 2011 PhoCusWright Inc. All Rights Reserved. 37

38. Immediate
Referral
Conversion
Volume
to
Hotel
Websites,
1H-­‐2H
2008-­‐2010
70,000
1H08
2H08
1H09
60,000
2H09
1H10
2H10
50,000
40,000
30,000
20,000
10,000
-­‐
Traveler
Review
Sites
Facebook
Source:
PhoCusWright’s
Social
Media
in
Travel,
2011
and
Compete
Inc.
© 2011 PhoCusWright Inc. All Rights Reserved. 38

39. Pos7ng
today,
booking
tomorrow?
© 2011 PhoCusWright Inc. All Rights Reserved. 39

40. On
Social
Network
Site
Social
Buying
Corporate
Communica=ons
Vehicle
Video
and
Photos
E-­‐Commerce
E-­‐Commerce
Community
© 2011 PhoCusWright Inc. All Rights Reserved. 40

41. Purchase
PhoCusWright’s
European
Online
Travel
Overview
or
Italian
Online
Travel
Overview
by
February
1,
2012
and
receive
30%
off!
Go
to
www.phocuswright.com/products
and
use
offer
code
“bto-­‐2011”.

42. Thank
you!
Florence
Kaci
qaci@phocuswright.com