The Online Customer Journey for Travel
Customer journeys are more complicated than ever…
DAY 1
DAY 70
Online as a touchpoint for offline customers
Source: Gfk Consumer Scope October 2012
43% of Travel Planners were cross-screening in 2012
Source: The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour, Google/Ipsos, Sept 2012
Inspire and inform consumers to ensure your brand makes
it into the ini2al considera2on set
1
Reaching and inspiring through media
Media Time spent per day
63% of internet users in the UK have increased the amount of 3me they spend online compared to the 23% increasing the amount of 2me spent watching TV 1 in 2 UK smartphone users use their
device while watching TV
INTERNET
TV
RADIO
OTHER
24%
Source: Edelman as cited by eMarketer, May 2011
The internet is the leading source for travel planning info
Internet Peers Brochures Magazines TV Travel Agents
News papers
Radio
85% 60% 32% 24% 22% 18% 12% 7%
% of travellers who use this source for planning travel
Source: UKOM Netview Jan-March 2012
Search is the gateway – can you be found?
19%*
Search continues to evolve: Better results for the user
Remarketing for search
Improving the journey for flights and hotels
Interest & Audience Targeting
Contextual Targeting
Through the gateway to content – 95% of a user’s time
Reach customers through new channels
Customers respond differently based on their holiday needs
• Escapism • Status • Excitement
• Kids activities • Affordable • Local amenities
EMOTIONAL BASIS RATIONAL BASIS
Maintain strong
position in
consideration set as brands are added to or subtracted from
the mix
2
1
Sites Visited Up To First Purchase
Source Nielsen/ Google Clickstream 2010 Base: Purchasers in the Travel market Note: Number of sites visited per person by purchase category UP TO the first purchase event
Num
ber o
f site
s vi
site
d
Purchasers
20.4
20.3
19.9
15.1
14.9
14.7
13.9
13.4
13.2
13.1
12.9
12.4
11.3
10.4
10.4
10.2
9.9
8.5
8.4
Car
Hire
Hot
el A
ggre
gato
r
Des
tinat
ion
Tour
Ope
rato
r
Airp
ort
OTA
Mul
ti-C
ateg
ory
Trav
el Ferry
Low
Cos
t Airl
ine
Hot
el
Airl
ines
Vac
atio
n R
enta
l
Bus
Cru
ise
Trai
n
Flig
ht A
ggre
gato
r
Them
e P
ark
Cam
ping
Mul
ti-C
ateg
ory
Gro
und
Tran
spor
t
A Package Holiday purchase was preceded by 15.1 different site visits
Active evaluation: searching for you and competitors in the same session
Source: Google Trends for Marketers
Multi-tabbing and verification – impartial reviews and rich content
Is it what it says it
is?
Is this right for
me?
Am I getting the best value?
Verification through reviews, photos and video
Organise playlists by: Region, destination, holiday type, holiday
need, brand, property features,
rep tips
How video can address those customer questions
The video channel as a destination
Continue the conversation
Make your customers
want to complete the
transaction either online or offline
3
2
1
Make conversions easy...
0.3% to 1% of visitors to tour operators online transac2ons convert into a sale in that session
Source: CCB 2011
Product and Pricing: Relevancy and urgency
A pure online journey is not even half the picture
Source: Consumer Commerce Barometer
Mobile complicates this journey further
ONLINE
39% of UK Smartphone
users who started their research on their
mobile later purchased on their computer
Sources: 1)Shopatron Research, June 2010 2) & (3)Google & Ipsos Media CT, “Mobile Consumer Evolu2on: Understanding Smartphone Users”, Aug, 2011
Tablet Conversion rates are equal to or higher than
on PC’s
Mobile complicates this journey further
ONLINE OFFLINE
YOUR SHOP
Sources: 1)Shopatron Research, June 2010 2) & (3)Google & Ipsos Media CT, “Mobile Consumer Evolu2on: Understanding Smartphone Users”, Aug, 2011
43% 39% 26% 11% 12% 8%
Continue to engage with those who are advocates of your brand
4
3
1
2
Post-Booking & Experience phase
30 sec
MAKE IT EASY: FAQs, Transfers, Packing 3ps, How-‐to
PUMP THEM UP: Ancilliaries, Monthly entertainment, Local informa3on
On holiday and still connected
IN-‐FLIGHT/ ON-‐PROPERTY SERVICES
CONTEXT/LOCATION-‐AWARE DESTINATION INFO
81% of smartphone users have looked for local informa2on
Sources: Google & Ipsos Media CT, “Mobile Consumer Evolu2on: Understanding Smartphone Users”, Aug, 2011 TripAdvisor survey 2012
45% of smartphone users have researched further informa2on on services available in-‐flight or at their accommoda2on
CAPTURING AND SHARING THE EXPERIENCE
89% of social media users share status updates on what they are doing and seeing whilst on holiday 86% of social media users share photo’s whilst on holiday
YOUR SITE
YOUR REMARKETING ADS
Customer Rela2onship Management
beyond Email
YOUR STORE
Continue to talk to those who have converted
Reach your consumer at every stage of
the NEW CUSTOMER JOURNEY
across MULTIPLE DEVICES ensuring
that they have a one single, SEAMLESS
EXPERIENCE across online and offline
channels