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Etude Yahoo Voyage / Travel Study - Connected Holiday Makers EU5
1.
EU5 Travel study
‘Connected Holiday Makers’ © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 1
2.
We spoke to:
And be intending to take a holiday in the next 12 months Drag or insert client logo or image here All to have taken a holiday in past 12 months 5 MARKETS 6,467 adults (18+) 1621 1329 1216 1165 1136 Weighted to proportional representation + IAB UK Mobile Travel Audit October 2013 © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 2
3.
Close to home
staycations for half of travellers 60% Own country Short haul (0 - 3 hour flight) 38% Mid haul (3 - 6 hour flight) 25% 49% Long haul (6 + hour flight or more) 44% 1+ business trip in the past 12 months Q4. How many personal/leisure holidays, including weekend breaks, have you made in the past 12 months? Q5. How many business trips have you made within the past 12 months? Base: All travelers (n=6,467) 86% 93% 95% © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 3
4.
1 out of
4 travels alone SELF COUPLE FAMILY FRIENDS 24% 53% 45% 40% ++ all inclusive ++ beach resorts ++ spa retreat ++ 45-54 y.o. ++ 55 and more y.o. ++ income ++ all inclusive ++ beach resorts ++ camping/caravan ++ 35-44 y.o. ++ 45-54 y.o. ++ income Q14. For each of these types of holiday, who do you usually go with? Base: All travelers (n=6,467) ++ far flung ++ touring ++ hobbies/passions ++ clubbing/partying ++ shopping ++ 18-24 y.o. ++ all inclusive ++ beach resorts ++ touring ++ hobbies/passions ++ clubbing/partying ++ shopping ++ 18-24 y.o. Type of holiday Demo. © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 5
5.
High at t
i tudinal discrepancies between count r ies ENGAGED 1.Most likely to book with providers at destination 2.Most likely to travel any time during the year 3.Planning cycle longest for long haul travel 4.Most likely to stick to types of holidays they know CONVENIENCE DRIVEN 1.Most likely to need travel websites to be in their language 2.More need for seasonal offers 3.More likely to want travel websites to give advice & recommendations 4.Least likely to research their holidays in detail 5.Most likely to want a ‘one stop travel shop’ FAMILIAR COMFORT 1.Holidays are closer to home 2.Most likely to travel at specific times of year 3.Most likely to want travel websites to give advice & recommendations 4.Most likely to book full itinerary in advance 5.Most likely to use same travel website each time they book CONFIDENCE 1.More likely to hunt out inspiration 2.Require more travel website brand trust 3.Least likely to book with local suppliers (a trust issue!) 4.Least likely to fly budget airlines 5.Least likely to book full itinerary in advance IN THE MOMENT 1.Holidays are closer to home 2.More need for seasonal offers 3.Most likely to use travel apps 4.Most likely to book holidays at the last min. 5.Don’t care where company they book from is based 6.Use friends’ photos to inspire holiday choice © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 6
6.
P L A
N N I N G : i n s p i r e m e © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 7
7.
Differentiate beyond pricing...
Inspiration 49% Seeking new destination to visit 58% 15% ‘don’t care which airline, as long as it’s the best price’ (strongly agree) 22% 21% ++ ++ ++ Q12. We’re interested in what type of traveller you are. How strongly do you agree or disagree with each of the following statements on travel? Base: All travelers (n=6,467) – strongly agree Q15. Which of the following tends to influence where you choose to go on holiday? Please tick all that apply. MULTICODE Base: All travelers (n=6,467) © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 8
8.
Planning… a pleasurable
adventure 65% Research every holiday detail - want best experience ++ 59% 72% 35% I stick with the types of holidays and destinations that I know best Q12. We’re interested in what type of traveller you are. How strongly do you agree or disagree with each of the following statements on travel? Base: All travelers (n=6,467) – strongly/ slightly agree 75% Enjoy the experience of organizing my own holiday 27% © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 9
9.
The internet: primary
source of inspiration Inspiration is the key and while it’s not coming from travel websites it IS coming from the internet….. 62% 51% 33% 28% 25% 17% 16% 15% 8% 7% Internet Recommendation via a relative,… TV Magazine Travel guide book Newspaper A web-based travel agency A high street travel agent Radio Outdoor ++ Q17. Please tick all of the following sources that have given you inspiration for a destination that you had not considered before. Base: All travelers (n=6,467) 72% Accyblue ++ ++ 59% I can find travel articles and information online that I can’t find anywhere else 69% © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 11
10.
Q11. Please think
about [INSERT BRAND 1] and tick all the statements that apply to it … Q9. And which of these travel companies/ brands have you heard of? Q10. Which have you used to book your travel and holidays in the last 12 months – this can be flights and/ or accommodation and/ or tours? Base: All travelers (n=6,467) © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 12
11.
Q11. Please think
about [INSERT BRAND 1] and tick all the statements that apply to it … Q9. And which of these travel companies/ brands have you heard of? Q10. Which have you used to book your travel and holidays in the last 12 months – this can be flights and/ or accommodation and/ or tours? Base: All travelers (n=6,467) © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 13
12.
Picture is essential
Visualisation is key to every stage of planning process… inspiration is coming from images – whether advertising or friends’ albums 68% I find photographs very important in deciding whether or not to purchase a travel product or service 49% ++ Prefer ads that help them visualize the holiday they plan on taking 72% Vs. Videos are important at 35% 45% Q22. Thinking specifically about travel websites how strongly do you agree or disagree with the following. Q33. How strongly do you agree or disagree with the following statements about advertising you might see for travel companies/ airlines/ etc… Q18. Which of the following internet sources have given you inspiration for a travel destination you have not considered before? Base: All travelers (n=6,467) – strongly/ slightly agree © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 14
13.
Eating out, excursions
& even route planning = opportunity for inspiration Clear gaps between browsing and revenue generation shouldn’t be an area to ignore – it’s an opportunity to provide a portal of inspiration! 43% 39% 35% 32% 31% 28% 27% 23% Researched Booked 21% 21% 21% 20% 19% 18% 16% 16% 13% 13% 12% 37% 32% 29% 7% 7% 21% 16% 9% 8% 14% 13% 11% 10% 14% 10% 5% 4% 4% 4% Q20. Which of the following holiday travel products or services have you researched and / or booked online in the past 12 months. Please select all that apply per column. Base: All travelers (n=6,467) © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 15
14.
B O O
K I N G : o p p o r t u n i t i e s t o d i s r u p t © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 16
15.
2 trends Research
is widespread with no central point for both inspiration and booking… leading to shopper fatigue & a desire to centralize Many are looking to book ‘real, authentic’ experiences in destination countries © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 17
16.
Research is broad:
time for consolidation? The ‘travel agency’ format is dead! Should travel websites look towards being a ‘one stop travel destination’… a form of concept store. 48% ++ 40% 37%35%33%32%31% ++ 26%25% ++ 20%20%18% 15% ++ ++ ++ ++ Q16. Which of the following do you tend to use to research and plan your holiday/short breaks? Please select all that apply. Base: All travelers (n=6,467) leakylightbucket ++ 12%11% 11% 44% use 5+ sources to research & plan holiday ++ ++ © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 19
17.
Preparing for a
trip: 3rd most searched topic Source: Yahoo Search academy | September 2012 | 1548 resp. © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 20
18.
Many are after
a ‘one stop shop’ joe00064 “I prefer a one stop shop for all my travel needs rather than using a range of sites” 38% 47% ++ Q22. Thinking specifically about travel websites how strongly do you agree or disagree with the following… Base: All travelers (n=6,467) strongly/ slightly agree © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 21
19.
Booking: an opportunity
to move towards local Travel booking habits are moving towards managing out the middleman 37% ‘I try to book direct with a local company at my destination’ 48% ‘I book all components of my holiday separately rather than getting a package deal’ 60% 56% 33% 69% ‘Important that the provider of the website is a brand I trust’ 76% Q12. We’re interested in what type of traveller you are. How strongly do you agree or disagree with each of the following statements on travel? Q21. Which of the following do you consider when choosing a company/ website to book your holiday trip with? Base: All travelers (n=6,467) – strongly/ slightly agree ++ © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 22
20.
Language is the
key barrier to going local Particularly true for France. 75% 83% Andrew Wragg “It is important to me that a travel website is available in my own language when researching and booking leisure travel online” Q22. Thinking specifically about travel websites how strongly do you agree or disagree with the following… Base: All travelers (n=6,467) © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 23
21.
Multi-screen optimisation: not
yet the norm... SOURCE: IAB Mobile Travel Audit October 2013 48% 6% 4% Mobile optimised site Tablet specific site Base: Top 50 UK travel companies Responsive web design © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 24
22.
M O B
I L E : T H E C O N N E C T E D H O L I D A Y 25 © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 25
23.
SPAIN ITALY FRANCE
UK 78% 65% 63% GERMANY 61% % using smart phone abroad 69% © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 26
24.
Mobile: not the
future of travel… travel NOW Ignore mobile use at your peril… no longer the preserve of the brave pioneers, mobile is being used to plan holidays, to facilitate holidays when at destination and to curate their experience Use travel apps © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 27 NET SCORES: SMARTPHONE USERS 46% (To plan, book and facilitate)
25.
deviantskies Holiday phone
use is prolific And a real sense of ‘immediate curation’ Make phone calls Access the internet Take photos and upload to the internet immediately Use internet enabled chat services (e.g. Whatsapp, instant messenger,… Access apps that require internet access Access apps without internet access needed Take videos and upload to the internet immediately Q31. Do you tend to do any of the following on your mobile phone when on holiday? Base: All who have a Smartphone (3840) 70% 70% 63% 42% 38% 36% 33% 17% Text ++ ++ Immediate holiday curating ++ ++ ++ ++ ++ ++ ++ © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 28
26.
C O M
M U N I C A T I N G : t h e r i g h t t a r g e t i n g © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 29
27.
Be in consideration
set BEFORE consideration In own country Short haul Mid haul Long haul 7% 1% 25% 30% 6% 5% 31% 22% 16% 11% 35% 34% 29% 41% 13% 1% 30% 12% 3% 22% 12% 23% 6% 26% 11% 2% 12 to 24 months ahead 6 to 12 months ahead 3 to 6 months ahead 1 to 3 months ahead 1 to 4 weeks ahead Within the same week Q7a. In general how far in advance do you start planning your holiday when it is… Base: All travelers doing each type of trip – In own country (5709), Short haul (4130), Mid haul (2815), Long haul (2320) © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 30
28.
Reaching your audience
through the travel cycle Q30. What role did your mobile phone play in booking/researching/organising your latest holiday? Select all that apply… Base: All who have a Smartphone (3840) © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 31
29.
Reaching your audience
through the travel cycle After Before Photo / video curation Weather Travel searches Family/friends advice Price comparison Deals tracking During Weather Checked documents Travel updates Social Updates Photos / videos curate Online check in Q30. What role did your mobile phone play in booking/researching/organising your latest holiday? Select all that apply… Base: All who have a Smartphone (3840) Holiday evaluation Sharing online Advocacy © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 32
30.
Very different uses
depending on device Source: Yahoo Search academy | September 2012 | 1548 resp. © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 33
31.
Thinking in terms
of Multi-media as multi-tasking search grows 54% Of resp. perform searches while they are watching TV On which devices? 36% 82% Based on 54% multitaskers Source: Yahoo Search academy | September 2012 | 1548 resp. © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 34
32.
What about people
who own a computer, a smartphone and a tablet? 79% Of resp. perform searches while they are watching TV On which devices? 55% 57% Based on 54% multitaskers Source: Yahoo Search academy | September 2012 | 1548 resp. © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 35
33.
Digital is more
than a booking engine Digital can help move your customers down the path to purchase Yahoo! is uniquely positioned to help you with a holistic travel proposition. Our suite of products a specifically designed to help you not only drive cost effective conversions and bookings, but accompany the traveller on their entire path to purchase. SCALE MORE DATA MORE CREATIVE INSPIRATION CONSIDERATION CONVERSION © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 37
34.
A journey starts
with a single step Four months out is the average time people start to think about travel. What? • Choosing a destination & brand. • Researching a trip. • Planning activities. When? 16 weeks plus for the typical consumer traveller. Why ? Starting that influencing process is critical to driving people to purchase. INSPIRATION CONSIDERATION CONVERSION Month 4+ Month 3 Month 2 Month 1 © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 38
35.
Yahoo! Homepage and
Log In Inspiring and Delighting Millions of potential customers © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 39
36.
Inspiration through Brand
content Creation of a brand page, hosted on Yahoo Pour Elles, with texts and pictures to discover all the wonders of Tunisia This brand page includes: • 15 text articles and 6 slideshow dispatched in 4 main sections: • Nature • Culture • Lifestyle • Food • Weather app showcasing the weather in the main Tunisian cities • Facebook fan badge © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 40
37.
Driving consideration through
targeting What? • Researching a trip. • Planning activities. When? 12-16 weeks plus for the typical consumer traveller. Why ? Begin to focus messaging on active and in market customers. Start to bring data to bear to narrow down the audiences. INSPIRATION CONSIDERATION CONVERSION Month 4+ Month 3 Month 2 Month 1 © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 41
38.
Beginning to leverage
Yahoo! Data Access proprietary and 3rd party data to narrow down audiences BA Receipt Shopping addict Female, 25 Paris iOS and PC © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 42
39.
Driving conversion through
DR and Search Leverage Yahoo!’s unique position across Search and Performance Display What? • Booking flights, hotels, trains, buses and car hire. When? 0-6 weeks for the typical traveller. Why ? Make sure the right offer and product is in front of the consumer at the right time. INSPIRATION CONSIDERATION CONVERSION Month 4+ Month 3 Month 2 Month 1 © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 43
40.
Yahoo Bing Network
has a large audience Unique Searchers Unique searchers on the Yahoo! Bing Network. Yahoo! Bing Network unique searchers that don’t use Google. Sources: comScore 2013, Yahoo! Internal Data More money 58% of the audience are 35 – 64, 34% PSC+, 66% are active = more buyer Searchers on the Yahoo! Bing Network are 33% more likely to be potential buyers than the average British searcher. © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 44
41.
S T R
E AM AD S Be seen in-stream and connect with millions of customers as they engage with personalized, relevant stories from expert editorial writers, breaking © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 45
42.
Name Tite Thank
You. © 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 46
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