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State of the American Tourist search | social | mobile
Presented by Kara Kramer, Senior Director of Global Enterprise [email protected]
$42
$53
$67
$82
$102
$123 $130 $130
$142
$162
$186
$100
$30
$40
$51
$61 $69
$77 $84
$80 $85
$94
$103
$58
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Q1-Q2 2013
Retail & Travel online spending trend
Source: comScore e-Commerce Measurement
Travel @ $58b, ↑8% Jan - June 2013 vs. year ago
Retail is @ $100b, ↑15% Jan - June 2013 vs. year ago
comScore Plan Metrix: August 2013
Personal Trips Taken in the Past 12 Months Domestic Travel
6%
60% 20%
12%
2%
1-2 Trips
3-4 Trips
5-10 Trips
10+ Trips No personal trips (other)
48% of the US Total Internet Population has
taken a domestic trip in the past 12 months
Length of Stay of Personal Trips Taken in the Past 12 Months Domestic Travel
28%
44%
18%
5% 4%
Overnight
Several days
1 week
2 weeks More than 2 weeks
Source: Google ZMOT Handbook
The Multi-Channel Purchase Journey Today: Not so much a funnel, more like a flight map
Travel Agency
70 mm Searchers used travel related terms 367 million travel searches
• comScore: Search Planner, June 2013
• Travel Information related searching (53m
searches, 23 million searchers)
• Hotels related terms are the most searched for
at 118 million searchers (34 million searchers)
• Air related terms 56m searches, 19 million
searchers
• OTAs related terms 55m searches, 19 million
searchers
Overall Travel
Travel Info
Online Travel Agents
Hotels & Resorts
Airlines Cruise/Ground/Car Rental
source: comScore Media Metrix, August 2013
42%
26%
16% 14% 13% 10% 63 MM
↓9% YoY 39 MM
↓8% YoY
35 MM
↓12% YoY
29 MM
↓13% YoY 21 MM
↓10% YoY
Online travel planning resources
97 MM
↓5% YoY
Share of Travel Visitors (%) on PC Unique Visitors (MM) Travel Categories
Just under half of US PC users access travel content each month
Overall Travel
Travel Info
Online Travel
Agencies
Hotels & Resorts
Airlines Cruise/Ground/Car Rental
source: comScore Multi-Platform, August 2013
42% 26%
16% 14% 13% 10%
+16%
+7%
+6% +6% +3% +2%
Online travel planning resources
Share of Travel Visitors (%) on Any Device Unique Visitors (MM) Travel Categories
Over half of US Internet users access travel content each month
← Incremental Mobile Users
15,746
13,823
11,086
9,113
9,909
6,248
5,632
5,865
5,487
5,993
5,825
5,697
5,271
5,460
5,283
4,169
5,173
4,410
5,234
4,030
3,263
3,306
3,087
9,382
4,803
2,781
3,963
1,856
4,341
2,425
2,173
2,394
1,787
1,632
1,583
1,873
1,396
1,479
2,433
996
1,623
440
1,352
2,042
1,788
1,830
Trip Advisor
Expedia
Priceline
Southwest Airlines
Yahoo! Travel
Hotels.com
Delta Airlines
Travelocity
Hilton
Booking.com
Orbitz
Hotwire
Marriott
Kayak
United Airlines
USA Today Travel
CheapoAir
American Airlines
HuffPost Travel Group
HomeAway
About.com Travel
Intercontinental Hotel Group
TravelZoo
PC Audience
Incremental Audience from Mobile
Source: comScore Media Metrix Multi-platform, U.S., August 2013
More Platforms = Extended Reach for Media Companies
Top Digital Properties by Digital Population (000)
Total Internet Minutes
Mobile 52%
Laptop/ desktop
48%
Smartphones and Tablets Drive Half of the Total Minutes Spent Online Share of Digital Media Time Spent: Desktop vs. Mobile (Smartphone+ Tablet)
Total Internet Travel Minutes
Mobile 28%
Laptop/ desktop
72%
comScore Media Metrix Multi Platform, August 2013
For each of the following, please indicate how you booked your travel. Base: Mobile device owning travelers; Own a smartphone (n=1322); Tablet (n=848); PC (n=1455) Purchase Conversion = (purchased or booked on device/own device). Source: comScore/Expedia Custom Survey, October 2012
77% PC
34% Tablet
28% Smartphone
Travel Booking Conversion among device owners
Despite Heavy Mobile Adoption, PC’s are still the Primary Devices used for Booking
Travel
If available via smartphone……
Source: SITA | @sitaonline | www.sita.aero/surveys
50% of passengers
would DEFINITELY Search for flights Receive flight status updates View airport directions/maps Receive baggage status
36% of passengers
Would definitely NOT Buy tickets Check-in Make m-payments Receive offers/promos
12%
16%
17%
19%
19%
20%
22%
23%
31%
Other ground transportation
Cruises
Musical/play
Concerts
Dinner shows
Sports event
Museum tickets
Tours
Rental car
Add-on tickets/attractions included as a bundle with travel bookings
Source: Custom Mobile Travel Advisor Survey April 2013
66% of Smartphone
Travelers search on the same site or app for all areas of travel (flight, hotel, rental car, etc.)
Price and customer reviews are the most influential factors when deciding to book travel services
Travel Booking Decision Influencers
64%
43%
28%
27%
24%
23%
21%
14%
47%
15%
7%
7%
5%
7%
5%
4%
Price
Customer reviews
Availability of travel rewards
Easiest sites/apps to use
Professional reviews
Availability of online coupons
Recommendations from family/friends
Company or product fan page Influential Factors
Most Important Factor
Source: Custom Mobile Travel Advisor Survey April 2013
What type of content is helpful when looking at travel sites and information just for fun or for trip ideas? Base: Device owning travelers; Look at travel information for fun (n=1507) Source: comScore/Expedia Custom Survey, October 2012
HELPFUL CONTENT
1. DEALS OR PROMOTIONS 64%
2. PHOTOS 55%
3. ACTIVITIES OFFERED 47%
4. RECOMMENDATIONS 38%
5. INFO ON CONSUMER RATING SITE/APP 36%
6. INFO POSTED ON CITY/DESTINATION SITE/APP
34%
7. INFO ON TRAVEL SITE/APP 28%
8 INFO POSTED BY FRIENDS 24%
9. VIDEOS 21%
Source: Shareablee © August Report 2013 based on Travel/Leisure category and 207 ranked travel pages
In social, photos dominate consumer engagement:
1%
1%
1%
97%
Other
Videos
Links
Photos
Types of content driving engagement
In the Travel Category, 12MM people engaged nearly 17MM times with a photo in August
Source: Shareablee © August Report 2013 based on Travel/Leisure category and 207 ranked travel pages
In Social: questions, contests, offers and price-driven content sparked the most consumer engagement
Content
Includes…
% of Unique
Engaged Actions
Question 34%
Contest 17%
Offer/Limited Time
Discount
13%
More than half of all Smartphone Travelers look up restaurants and activities or attractions near
their destination on their Smartphone
53%
52%
40%
27%
25%
Look up restaurants near my hotel/destination
Look up activities and attractions in area
Look up restaurant reviews
Make restaurant reservations
Look for local means for travel (taxi, metro, etc.)
Source: Custom Mobile Travel Advisor Survey April 2013
Actions Taken on Smartphone While Traveling
Thinking of the most recent trip you have taken for [business/leisure], did you do any of the following during your trip? Thinking of the most recent trip you have taken, which of the following did you do after you returned home from your trip? Base: Have taken a trip in the past 6 months (n=1232) What prompted you to post about your trip Base: Have taken a trip in the last 6 months and posted during or after the trip (n=737) Source: comScore/Expedia Custom Survey, October 2012
Trip Post Prompts
44%
27%
21%
20%
19%
15%
13%
7%
10%
Wanted to share the experience
Exceptionally positive experience
Online travel blog email/consumer ratings
Online travel agent email
Restaurant rating email/ booking site
Push notification from App
Request from a hotel/attraction employee
Exceptionally negative experience
Unprompted review
Key Takeaways Travel spend continues to grow, but the path to purchase is not straightforward
Travelers use a number of devices and resources to make trip-related decisions • Half of the online population accesses travel content each
month
• Mobile devices are accounting for a notable proportion of online traffic
• Social is a tremendous part of the experience for the audience, even though it doesn’t necessarily lead to purchase
Booking on mobile still falls short of the PC • Price and customer reviews are the most influential
decision factors
• Consumers like to book everything in one place
Key Takeaways
When researching trip ideas, deals and promotions, photos and activities are the most helpful content available
Travelers use mobile devices during trips to navigate and find local restaurants and activities
Roughly half of travelers post information about their trip • In addition to wanting to share the
experience, various prompts triggered travelers to post
