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Technology and the New DMO
GWTTRA 2012 Conference Portland OR
April 20, 2012 A PhoCusWright Speaking Engagement
Cees Bosselaar Director, Business Development and
Destination Marketing Specialist
© 2012 PhoCusWright Inc. All Rights Reserved.
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Technology and the New DMO
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Technology and the New DMO
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Technology and what it means for the New DMO
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Social Web Mobile
Online
Travel Technology
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Low
er
H
igh
er
On
line
Tra
vel P
enet
rati
on
Lower Higher Annual Growth Online Sales
U.S.
U.S. SCAN
U.K.
SPAIN
SING
MEXICO
CHILE
BRAZIL
PERU
COL
ARG
JAPAN
INDIA
U.S.
Europe
APAC
LATAM
Source: PhoCusWright’s Global Online Travel Overview Second Edition
© 2012 PhoCusWright Inc. All Rights Reserved.
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Low
er
H
igh
er
On
line
Tra
vel P
enet
rati
on
Lower Higher
SCAN U.S.
U.K.
SPAIN
SING
MEXICO
CHILE
BRAZIL
PERU
COL
ARG
JAPAN
INDIA
U.S.
Europe
APAC
LATAM
Annual Growth Online Sales Source: PhoCusWright’s Global Online Travel Overview Second Edition
© 2012 PhoCusWright Inc. All Rights Reserved.
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Low
er
H
igh
er
On
line
Tra
vel P
enet
rati
on
Lower Higher
SCAN U.S.
U.K.
SPAIN
SING
MEXICO
CHILE
BRAZIL
PERU
COL
ARG
JAPAN
INDIA
U.S.
Europe
APAC
LATAM
Annual Growth Online Sales Source: PhoCusWright’s Global Online Travel Overview Second Edition
© 2012 PhoCusWright Inc. All Rights Reserved.
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Low
er
H
igh
er
On
line
Tra
vel P
enet
rati
on
Lower Higher
FRANCE
GERMANY
ANZ
ITALY
CHINA
SCAN U.S.
U.K.
SPAIN
SING
MEXICO
CHILE
BRAZIL
PERU
COL
ARG
JAPAN
INDIA
U.S.
Europe
APAC
LATAM
Annual Growth Online Sales Source: PhoCusWright’s Global Online Travel Overview Second Edition
© 2012 PhoCusWright Inc. All Rights Reserved.
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Online Leisure/Unmanaged Business Travel Penetration by Market, 1992
Note: 2010-2012 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition, 2011
© 2012 PhoCusWright Inc. All Rights Reserved.
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Online Leisure/Unmanaged Business Travel Penetration by Market, 2012
Note: 2010-2012 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition, 2011
Europe APAC LATAM
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Online Travel Penetration* of the Total Travel Market, Global Markets, 2008-2012
*Leisure/unmanaged business travel websites as a percent of the total travel market. Note: 2010-2012 projected. Data for 2012 not available for Canada. Source: PhoCusWright's U.S. Online Travel Overview Tenth Edition; PhoCusWright’s Asia Pacific Online Travel Overview Fourth Edition; PhoCusWright’s Latin American Online Travel Overview
35%
38% 38% 39% 39%
15%
18%
21% 23%
24% 27%
31% 33%
35% 36%
8%
11%
14%
18%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2008 2009 2010 2011 2012
U.S.
APAC
Europe
Latin America
© 2012 PhoCusWright Inc. All Rights Reserved.
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The Leisure Travel Cycle
Dream
Book Explore
Share Plan
Source: PhoCusWright Inc.
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Mobile Travel
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Mobile Timeline Mobile Timeline
1980s 1990s Early 2000s
June 2007 2008-2009 2010 2011+
• Devices are becoming more powerful, with tablets increasing in popularity worldwide
• Lower-cost tablets arriving from Amazon.com and India will significantly increase penetration of these devices on a global basis
• Networks increase broadband • Smartphones increase the ability to sense the environment
1G 2G & 2.5G 3G 4G 4G
Devices Are Becoming Faster and More Portable
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Smartphone Maturity by Market
Immature
Mature
Mature
Mature
Immature – Majority feature phone users
Emerging – Smartphone starting to take hold
Rapid Growth – Smartphone adoption is growing rapidly
Mature – Greater than 50% smartphone penetration
Emerging
Emerging
Emerging
Rapid Growth
Rapid Growth
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“The PC Era is done.”
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18%
21%
12%
5% 7%
43%
25% 25%
10%
7%
1%
36%
Apple iOS Google Android BlackBerry OS Windows 7 Other I don't know/Feature phone
Current Next planned purchase
Smartphone Ownership, by Operating System (Leisure Travelers)
Question: Please indicate what type(s) of mobile phone(s) you currently have. Select one phone type from the drop down list next to each appropriate phone option. Base: U.S. online travelers (N = 1,948) Source: PhoCusWright's Traveler Technology Survey 2011
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24%
30%
22%
9%
0%
15%
21%
34%
26%
9%
1%
9%
I only use websites I usually use websites and
occasionally use apps
I use websites and apps equally often
I usually use apps and occasionally use
websites
I only use apps I do not use my mobile phone for
online travel-related activities
Leisure Travelers Business Travelers
Website/App Usage on Mobile Phone
Question: Please select the statement that best describes your mobile website (using a browser) and downloaded app usage for travel-related activities on your mobile phone. Base: U.S. online travelers who access the Internet through their mobile phones (N = 1,125); U.S. business travelers who access the Internet through their mobile phones (N = 1,526) Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011
© 2012 PhoCusWright Inc. All Rights Reserved.
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The bookings are coming
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U.S. Mobile Leisure/Unmanaged Business Travel Gross Bookings, 2010-2013 (US$B) and Share of Online Leisure/Unmanaged Business Travel and Total Travel Markets
Note: 2011-2013 projected Source: PhoCusWright Inc.
0.4%
2.4%
4.3%
6.5%
0.2% 0.9%
1.7%
2.6%
0%
1%
2%
3%
4%
5%
6%
7%
0
2
4
6
8
10
2010 2011 2012 2013
Shar
e o
f O
nlin
e a
nd
To
tal T
rave
l M
arke
ts (
%)
Mo
bile
Bo
oki
ngs
($
B)
Total Mobile Bookings Mobile as a Share of Total Online Travel Market
Mobile as a Share of Total Travel Market
© 2012 PhoCusWright Inc. All Rights Reserved.
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2%
14%
17%
17%
20%
24%
25%
29%
42%
40%
60%
3%
13%
15%
15%
16%
27%
27%
29%
38%
45%
69%
Other
Travel itinerary management websites/apps
Destination tourism organization websites/apps
Travel guide websites/apps
Travel-related monitoring websites/apps
Travel search engine websites/apps
Special deals-focused websites/apps
Traveler review websites/apps
Travel provider websites/apps
Online travel agency websites/apps
General search engine websites/apps
Leisure Travelers
Business Travelers
Travel-Related Websites/Apps Used on Mobile Phone
Question: What types of travel-related websites/apps do you use (or are you likely to use) on your mobile phone ? Select all that apply. Base: U.S. mobile travel planners (N = 786); U.S. mobile business travel planners (N = 1,087) Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011
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18% 17% 10% 9% 6% 7% 6% 6%
37% 38% 40% 39%
32% 35% 29% 31%
24% 25%
13% 15%
8% 13%
8% 13%
21% 20%
38% 37%
54% 45%
58% 50%
Leisure travelers Business travelers
Leisure travelers Business travelers
Leisure travelers Business travelers
Leisure travelers Business travelers
View maps/get directions Research local activities such as restaurants and shows
Research travel destinations to visit
Research travel products such as hotel rooms or flights
Used both Only used mobile websites Only used downloaded mobile apps Have not done online via mobile phone
Travel Research via Mobile Phone, by Medium
Question: Please indicate which of the following travel-related activities you have done online using your mobile phone in the past 12 months and through which medium. Base: U.S. mobile Internet users (N = 1,125); U.S. business traveler mobile Internet users (N = 1,526) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011
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OTA Mobile Initiatives
Today
• Booking
• Itinerary management
• Flight status
• Airport info
6-12 months
• Basic mobile-only deals/offers
12-24 months
• In-destination deals/offers
• LBS
• Mobile coupons
• Ancillary services
• Social media integration
24+months
• Disruption assistance
• M-payments
© 2012 PhoCusWright Inc. All Rights Reserved.
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Airline Mobile Initiatives
Today
• Schedules
• Check-in
• Itinerary management
• Loyalty access
• Disruption management (SMS)
6-12 months
• Booking and rebooking
• BCBP
• Seat assignments
• Loyalty enrollment
• Airport information
• Push notification
• Roaming airport agents
12-24 months
• Merchandising offers
• LBS
• Ancillary services
• Loyalty bookings
• Social media integration for immediate response
24+months
• Movement tracking
• Advanced disruption management
• M-payments
• NFC
© 2012 PhoCusWright Inc. All Rights Reserved.
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Hotel Mobile Initiatives
Today
• Access loyalty account
• Find and book hotels
6-12 months
• Location-based search
• Check-in
• Book loyalty room nights
• Mobile concierge front desk and operational staff
12-24 months
• On-property promotions
• Check-out
• In-room services
• Mobile concierge
24+months
• Local promotions and merchandising
• Mobile room entry
• M-payments
• NFC
© 2012 PhoCusWright Inc. All Rights Reserved.
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Car Rental Mobile Initiatives
Today
• Booking
• Access reservation
• Change reservation
6-12 months
• Ancillary products
12-24 months
• Check-in
• Checkout
• Mobile deals/promotions
• LBS
• Social media integration
• Car entry
• Access loyalty account
• Push notifications
24+months
• M-payments
• NFC
© 2012 PhoCusWright Inc. All Rights Reserved.
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We Are at the Beginning of the Tablet Revolution
Source: Yankee Group
Global tablet sales will reach >200 million worldwide by 2015, with major growth in Asia Pacific and EMEA
Tablets’ Growth Is Global and Frequent Travelers Are Early Adopters
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Note to self: accelerate mobile strategy... don’t just repurpose our website
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Social Web
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USA Brazil Russia India China
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Activities Conducted Through Online Social Networks
Question: Please select the travel-related activities you do or are interested in doing through an online social network. Select all that apply. Base: Social network users: French travelers (N=504), German travelers (N=527), U.K. travelers (N=504) Source: PhoCusWright’s European Consumer Travel Report Second Edition
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Share updates/pictures/videos about my travel experiences
Get recommendations from friends about local activities
Get destination advice from friends
Keep up with friends' travel itineraries and/or share mine
Plan trips collaboratively with my friends/family
Search for travel reviews written by people like me
Browse/search for travel deals from companies
Get advice from friends about which travel products to purchase
Keep up with announcements from travel companies
Book travel
I have no interest in using online social networks for travel
France Germany U.K.
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Influence of Social Media Channels on Purchasing Decisions
Question: How influential have each of the following features been to you when making travel purchasing decisions in the past 12 months? Select one for each option. 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
26%
22%
16%
14%
12%
9%
45%
42%
44%
34%
34%
31%
29%
36%
40%
52%
53%
61%
Traveler reviews on online travel agency websites, such as Expedia
Traveler review websites, such as TripAdvisor
Online reviews from travel professionals
Comments from people in my online social network, such as Facebook or Twitter
Travel blogs or online travel forums
Company information/promotions on an online social network, such as Facebook or Twitter
Very influential Somewhat influential Not at all influential
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55 © 2011 PhoCusWright Inc. All Rights Reserved.
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On Social Network Site
E-Commerce
Video and Photos
Reputation on Management
E-Commerce
Community
Community
Corporate Communications
Vehicle
Social Buying
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What are the take aways:….. 1. 2. 3. 4. 5.
Thank you!
Cees Bosselaar cbosselaar@phocuswright.com
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