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Mega trends for 2015
top two trends
for 2015?
INSPIRATION
RESEARCH
PURCHASE
inspiration
Digital and personal sources are critical in travel
inspiration
Sources of Inspiration
Family, friends or colleagues offline
Internet
TV
Family, friends or colleagues online
Magazines/ newspapers
Informational brochures
Books
Radio
Travel agents
Travel groups
800 or toll-free number
Other
Source: Google’s Traveler’s Road to Decision,
2014.
Social networking, video or photo sites (Net) 81%
Search engines 57%
Travel review sites/apps 36%
Destination-specific sites/apps 26%
Daily Deal sites/apps 23%
YouTube 35%
Google+ 11%
Which online sources typically inspire you to start
thinking about your leisure trips?
Source: Google’s Traveler’s Road to Decision,
2014.
“Content is king and tourism marketers are realizing that
giving travelers a place to dream about,
even before they are ready to book,
is key to building a brand and relationship
with future visitors.” -
SKIFT
especially
Rely on
influencers Rely on the
masses
tomorrow’s to dos
inspiration research booking
❑Think about what
digital content you
have for your
brand.
❑How can this
content be shared
to reach your
target audience?
research
57% of travelers always
start travel booking and
shopping process with Search
Source: Google’s Traveler’s Road to Decision, 2014.
Online videos are viewed throughout the travel
journey, particularly while decisions are being
made
When travel videos are viewed (Among travelers who watched/commented on travel-related video)
When thinking
about what type
of trip to take
When choosing
a destination
When looking for
ideas of activities to
do at a particular
destination
When deciding on
accommodations at
a particular
destination
When deciding
which website
to book on
48% 61% 62% 50% 32%
Source: Google’s Traveler’s Road to Decision, 2014.
Source: Google’s Traveler’s Road to Decision, 2014.
74% of travelers watch
videos related to an
interest or hobby
tomorrow’s to dos
inspiration research booking
❑Think about what
digital content you
have for your
brand.
❑How can this
content be shared
to reach your
target audience?
❑Think about the
interests of your
target audience.
❑Do you have video
content that speaks
to your future
traveler?
booking
INSPIRATION
RESEARCH
PURCHASE
47%
39% 27%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Use Smartphone for Travel (2034). Q. Please think about how you used the
Internet to gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
$6B $40B
Source: PhoCusWright, “US Online Travel Overview 13th Edition,” 2013.
tomorrow’s to dos
inspiration research booking
❑Think about what
digital content you
have for your
brand.
❑How can this
content be shared
to reach your
target audience?
❑Think about the
interests of your
target audience.
❑Do you have video
content that speaks
to your future
traveler?
❑Think about how
you can simplify
the mobile booking
process.
❑Do you have a
mobile site that
allows users to
click to call or
book?
so what?
INSPIRATION
RESEARCH
PURCHASE
Thank You!
Source: PhoCusWright, “US Online Travel Overview 13th Edition,” 2013.
