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The connected consumer | Travel 2025
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Agenda
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Even voorstellen
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Trends in TourismSetting the scene
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Aandeel van binnenlandse vakanties neemt toe
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Samengestelde reizen en acco only nemen in aandeel toe
Verdeling marktsegmenten buitenlandse boekingen
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Tijd tussen boeking en vertrek neemt toe bij pakketreizen, maar
neemt bij Acco only.
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Vliegtuigvakanties blijven dominant, Treinreizen lijken te
groeien in populariteit
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Marktaandeel Europa groeit, door toename vakanties naar, Italië, België, UK, Duitsland en Oost
Europa
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Stedentrips en strand vakanties sterk gegroeid voor vakanties in
Italie
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In totaal wordt er door Nederlanders 132,3 miljoen cross
border besteed aan losse vliegtickets & accommodaties.
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Travel &Tourism compared with other markets
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Binnen diensten liggen de online shares aanzienlijker hoger,
gemiddeld over 2014 op 67%
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Het online aandeel bij producten ligt beduidend lager
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WE AIN’T SEEN NOTHING YET
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Er is nog een enorme gap tussen verkochte online devices en
gebruik ervan bij vakantieboekingen.
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Customer journey travel
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Purchase Experience
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Purchase journeys zijn extreem complex door sterke toename van
touchpoints
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De online en offline boeker verschillen nauwelijks: consistente boodschap is belangrijk
.
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Family Huisman– Clickstream van een echte booker Stel zonder kinderen, relax vakantie naar Griekenland, online booker, geboekt @ Oad.
53 acties op relevante vakantie websites, verdeeld over: 11 retailers (30 visits), 5 vergelijkers (8 visits), Google (10 search queries) and 4 websites van bestemmingen (5 visits)
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2 groepen boekers: de snelle boekers en de intensieve zoekers
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En de consument? …… Die wil het zelf doen!
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Customer Experience
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Er wordt nog zeer beperkt gebruik gemaakt van het boeken van
overige activiteiten voorafgaand aan de vakantie
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Sharing is the new buying…
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Learnings