the traveler’s appetite for ancillary products
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Moderator: Douglas Quinby Principal Analyst
PhoCusWright Inc.
The Traveler’s Appetite for Ancillary Products
May 8, 2013 A PhoCusWright Webinar
Presenter: Carroll Rheem
Principal Analyst PhoCusWright Inc.
Sponsored by:
Presenter: Blair Lyon
VP, Marketing Monetate
2 © 2013 PhoCusWright Inc. All Rights Reserved.
The Traveler’s Appetite for Ancillary Products
May 8, 2013
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PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
© 2013 PhoCusWright Inc. All Rights Reserved. 4
Polling Question
What percentage of travelers are never interested in purchasing ancillary products or upgrades?
a. 10% b. 20% c. 30% d. 40% e. 50%
© 2013 PhoCusWright Inc. All Rights Reserved. 5
Purchasing Interest in Additional Services or Upgrades from Travel Companies
Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies? Please select one option for each row. Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
19%
13%
16%
33%
28%
25%
29%
35%
34%
11%
15%
15%
8%
9%
11%
Airlines
Hotels
Car rentalproviders
Never interested Rarely interested Sometimes interested Often interested Always interested
© 2013 PhoCusWright Inc. All Rights Reserved. 6
Purchasing Interest in Additional Services or Upgrades from Travel Companies, by Age
Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies? Please select one option for each row. Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
11%
18%
21%
18%
28%
28%
38%
32%
30%
30%
33%
34%
33%
27%
28%
28%
24%
27%
10%
14%
12%
12%
8%
8%
8%
9%
9%
9%
7%
3%
18-24
25-34
35-44
45-54
55-64
65+
Never interested Rarely interested Sometimes interested Often interested Always interested
11%
11%
11%
12%
17%
22%
23%
29%
24%
27%
33%
36%
37%
34%
39%
37%
34%
30%
18%
18%
17%
16%
10%
8%
11%
9%
10%
8%
7%
5%
18-24
25-34
35-44
45-54
55-64
65+
11%
13%
14%
20%
19%
23%
25%
30%
22%
18%
25%
32%
32%
31%
40%
37%
31%
21%
16%
16%
14%
16%
16%
11%
16%
11%
9%
10%
9%
14%
18-24
25-34
35-44
45-54
55-64
65+
Air Ticket
Lodging
Car Rental
© 2013 PhoCusWright Inc. All Rights Reserved. 7
Purchasing Interest in Additional Services or Upgrades from Travel Companies, by Trip Frequency
Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies?Please select one option for each row. Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
24%
16%
10%
35%
33%
24%
27%
31%
35%
8%
11%
22%
6%
9%
10%
1-2 trips
3-5 trips
6+ trips
Never interested Rarely interested Sometimes Interested Often interested Always interested
15%
12%
8%
30%
26%
22%
35%
37%
32%
13%
17%
24%
7%
9%
14%
1-2 trips
3-5 trips
6+ trips
18%
16%
9%
24%
25%
24%
33%
34%
35%
15%
14%
21%
11%
11%
11%
1-2 trips
3-5 trips
6+ trips
Air Ticket
Lodging
Car Rental
© 2013 PhoCusWright Inc. All Rights Reserved. 8
Ancillary Services Purchased
Question: Which of the following products or services have you purchased from an airline (in addition to your ticket) for your leisure air travel in the past 12 months, and when did you typically purchase them? Please select all that apply. Base: Flyers 2011 N=1,311, 2012 N=1,586 Source: PhoCusWright's U.S. Consumer Travel Report: Fourth Edition, PhoCusWright's U.S. Consumer Travel Report: Fifth Edition
16%
16%
19%
21%
22%
23%
39%
59%
13%
15%
16%
18%
19%
19%
34%
60%
Airport lounge access
Additional frequent flier program miles
In-flight wireless Internet access
Priority boarding
In-flight movies/entertainment
Preferred seats/extra leg room
In-flight meals/beverages snacks
Checked baggage
2011
2012
PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
© 2013 PhoCusWright Inc. All Rights Reserved. 10
Timing/Placement of Additional Services or Upgrades
Question: When/where would you like to be offered additional services/upgrades? Select all that apply. Base: U.S. Travelers who show interest in purchasing additional services/upgrades from travel companies (N=2,469) Source: PhoCusWright’s Consumer Travel Report Fifth Edition
57%
39%
19%
19%
17%
As part of the flight/hotel/car optionspresented when I am shopping
After I make my shopping choices butbefore I make my booking
Just after I make my booking
Sometime after I book but before I leavefor my trip
Just as I am leaving for my trip or while I'mchecking in
© 2013 PhoCusWright Inc. All Rights Reserved. 11
Timing/Placement of Additional Services or Upgrades, by Advanced Booking Window of Last Trip
Question: When/where would you like to be offered additional services/upgrades? Select all that apply. How far in advance of your departure did you decide on the destination for this trip? Select one. Base: Independent destination selectors who show interest in purchasing additional services/upgrades from travel companies (N=1,387) Source: PhoCusWright’s Consumer Travel Report Fifth Edition
51%
34%
15%
15%
21%
56%
39%
22%
17%
16%
57%
43%
19%
23%
17%
62%
39%
17%
19%
17%
60%
31%
12%
21%
19%
As part of the flight/hotel/car options presented when Iam shopping
After I make my shopping choices but before I make mybooking
Just after I make my booking
Sometime after I book but before I leave for my trip
Just as I am leaving for my trip or while I'm checking in
One week One month 1-2 months 3-5 months 6+ months
© 2013 PhoCusWright Inc. All Rights Reserved. 12
Monetate Custom Question: Timing/Placement of Additional Services or Upgrades, by Purchase Intent
Question: When/where would you like to be offered additional services/upgrades? Select all that apply. Base: U.S. Travelers who show interest in purchasing additional services/upgrades from travel companies (N=2,469) Source: PhoCusWright’s Consumer Travel Report Fifth Edition
61%
35%
16%
16%
14%
65%
43%
23%
26%
22%
63%
44%
26%
21%
16%
As part of the flight/hotel/car options presented when I am shopping
After I make my shopping choices but before I make my booking
Just after I make my booking
Sometime after I book but before I leave for my trip
Just as I am leaving for my trip or while I'm checking in
Never or Rarely intersted
Sometimes interested
Often or Always interested
Interest In Purchasing Additional Services from Airlines
55%
33%
14%
16%
16%
59%
41%
20%
20%
19%
63%
45%
23%
22%
18%
As part of the flight/hotel/car options presented when I am shopping
After I make my shopping choices but before I make my booking
Just after I make my booking
Sometime after I book but before I leave for my trip
Just as I am leaving for my trip or while I'm checking in
Interest In Purchasing Additional Services from Hotels
60%
37%
17%
16%
19%
68%
46%
19%
19%
16%
70%
45%
26%
29%
14%
As part of the flight/hotel/car options presented when I am shopping
After I make my shopping choices but before I make my booking
Just after I make my booking
Sometime after I book but before I leave for my trip
Just as I am leaving for my trip or while I'm checking in
Interest In Purchasing Additional Services from Car Rental Company
PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
PhoCusWright’s Consumer Travel Report: Fifth Edition
Custom Questions
© 2013 PhoCusWright Inc. All Rights Reserved. 15
Portion of Time Spent on Devices to Plan Travel
Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. Travelers (2012 N=2,502) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
86%
8% 7%
Desktop
Smartphone
Tablet
63% of travelers ONLY use a desktop to plan travel…
© 2013 PhoCusWright Inc. All Rights Reserved. 16
Portion of Time Spent on Devices to Plan Travel Among Travelers Who Plan Trips Using Mobile Devices
Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. Travelers who plan trips using mobile devices (2012 N=876) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
64% 19%
17%
Desktop
Smartphone
Tablet
© 2013 PhoCusWright Inc. All Rights Reserved. 17
Portion of Time Spent on Devices to Plan Travel, by Trip Frequency
Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. travelers (N=2,520) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
6%
10%
10%
5%
8%
10%
89%
82%
79%
1-2 trips
3-5 trips
6+
Smartphone Tablet Desktop
© 2013 PhoCusWright Inc. All Rights Reserved. 18
Portion of Time Spent on Devices to Plan Travel, by Travel Spend
Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. travelers (N=2,520) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
7%
6%
7%
8%
9%
10%
5%
6%
7%
7%
8%
11%
88%
88%
86%
85%
83%
79%
Less than $1,000
$1,000-1,999
$2,000-2,999
$3,000-3,999
$4,000-5,999
$6,000+
Smartphone Tablet Desktop
© 2013 PhoCusWright Inc. All Rights Reserved. 19
Portion of Time Spent on Devices to Plan Travel, by Age
Question: Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: U.S. travelers (N=2,520) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
13%
11%
8%
5%
2%
2%
8%
8%
9%
5%
5%
2%
78%
81%
83%
90%
92%
96%
18-24
25-34
35-44
45-54
55-64
65+
Smartphone Tablet Desktop
© 2013 PhoCusWright Inc. All Rights Reserved. 20
Portion of Time Spent on Devices to Plan Travel, by Purchasing Interest in Ancillaries
Question: How often are you generally interested in purchasing additional services or upgrades from the following types of travel companies. Please select one option for each row. Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Considering all of the time you spent planning travel online in the past 12 months, approximately what portion of time did you spend on the following devices? Base: Travelers who purchased an airline ticket (N=1,665) Travelers who purchased paid lodging (N=2,203), Travelers who purchased a rental car (N=1,581) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Fifth Edition
6%
9%
14%
6%
9%
12%
89%
82%
74%
Never or rarelyinterested
Sometimes interested
Often or Alwaysinterested
Smartphone Tablet DesktopAirlines
Hotels 5%
8%
12%
5%
7%
11%
90%
85%
77%
Never or rarelyinterested
Sometimes interested
Often or Alwaysinterested
7%
10%
14%
7%
9%
13%
86%
81%
73%
Never or rarelyinterested
Sometimes interested
Often or Alwaysinterested
Car Rental
© 2013 PhoCusWright Inc. All Rights Reserved. 21
© 2013 PhoCusWright Inc. All Rights Reserved. 22
Website Choice Motivation
Question: Why did you choose the particular Web site(s) you used? Select all that apply. Base: Online shoppers (2011 N=1,587; 2012 N=2,041) Source: PhoCusWright’s Consumer Travel Report Fifth Edition
59%
48%
47%
35%
32%
28%
27%
20%
18%
12%
10%
56%
50%
46%
35%
29%
26%
24%
20%
18%
14%
10%
It is easy to use
It has the best prices/offers
I have had a good experience with this Web site before
I trust this brand
It gives me good trip ideas and options to consider
It offers the widest selection of travel options
It has no booking fees
It provides the most information and photography
It was the official Web site for the brand or destination
I am a member of the company’s frequent traveler …
It has my personal information stored
2011 2012
© 2013 PhoCusWright Inc. All Rights Reserved. 23
Website Usability
Question: What makes a travel website easy to use? Select all that apply. Base: U.S. Travelers (N=2,520) Source: PhoCusWright’s Consumer Travel Report Fifth Edition
70%
60%
58%
47%
46%
22%
20%
14%
1%
Total prices displayed clearly
Finding what I want is easy (e.g. useful search filters)
Easy comparison between options (two or more hotels,flights, etc.)
Clean design/not too much clutter
Speed (e.g. pages load quickly)
Offers that are personalized for me (e.g. flight dealsfrom my hometown)
Saved preferences and payment information (e.g. flightdeals from my hometown)
Prominent buttons
Other
© 2013 PhoCusWright Inc. All Rights Reserved. 24
Website Usability, by Age
Question: What makes a travel website easy to use? Select all that apply. Base: U.S. Travelers (N=2,520) Source: PhoCusWright’s Consumer Travel Report Fifth Edition
0% 10% 20% 30% 40% 50% 60% 70% 80%
Total prices displayed clearly
Finding what I want is easy (e.g.,useful search filters)
Easy comparison between options (two or more hotels,flights, etc.)
Clean design/not too much clutter
Speed (e.g., pages load quickly)
Offers that are personalized for me (e.g., flight dealsfrom my hometown)
Saved preferences and payment information (e.g., flightdeals from my hometown)
Prominent buttons
Other
18-24 25-34 35-44 45-54 55-64 65+
© 2013 PhoCusWright Inc. All Rights Reserved. 25
Website Usability, by Annual Travel Spend
Question: What makes a travel website easy to use? Select all that apply. Base: U.S. Travelers (N=2,520) Source: PhoCusWright’s Consumer Travel Report Fifth Edition
0% 10% 20% 30% 40% 50% 60% 70% 80%
Total prices displayed clearly
Finding what I want is easy (e.g.,useful search filters)
Easy comparison between options (two or more hotels,flights, etc.)
Clean design/not too much clutter
Speed (e.g., pages load quickly)
Offers that are personalized for me (e.g., flight dealsfrom my hometown)
Saved preferences and payment information (e.g., flightdeals from my hometown)
Prominent buttons
Other
Less than $1,000 $1,000-1,999 $2,000-2,999 $3,000-3,999 $4,000-5,999 $6,000+
© 2013 PhoCusWright Inc. All Rights Reserved. 26
Polling Question
Does your company optimize its website experience across devices (desktop/smartphone/tablet)? a. Yes, and we have for years b. Yes, we just started in the past year c. We’re in the midst of doing it now d. Not yet, but later this year e. Not yet, but sometime in the next couple of years f. No plans to do so
Questions?
Douglas Quinby Principal Analyst
PhoCusWright Inc.
Carroll Rheem Principal Analyst
PhoCusWright Inc.
Sponsored by:
Blair Lyon VP, Marketing
Monetate
Upcoming Webinar: PhoCusWright and the Future of Travel Distribution:
Innovation and Technology Trends 2013 May 16, 2013
Presenter: Bob Offutt
Senior Technology Analyst
Moderator: Lorraine Sileo Vice President,
Research
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