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The e-volution Of Travel And
Tourism Marketing
The e-volution Of Travel And
Tourism MarketingYesawich, Pepperdine, Brown & Russell
WTTC Conference
May 15, 2003
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The Tragic Events Of 911The War In Iraq
SARS
The Tragic Events Of 911The War In Iraq
SARS
Which Is Likely To Have The Greatest Impact On Global Travel And Tourism?
Which Is Likely To Have The Greatest Impact On Global Travel And Tourism?
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19961996
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20012001
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Active Internet Users(In MM, Top Ten Travel Sites)
Active Internet Users(In MM, Top Ten Travel Sites)
47
45
5150
5354 54
40
42
44
46
48
50
52
54
JAN '02 FEB '02 MAR '02 APR '02 MAY '02 JUNE '02 JULY '02
Source: NetRatings, 2002Source: NetRatings, 2002
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Strategic ControlStrategic Control
Agree: The single most important change created by the Internet is giving consumers
like me greater control.
Agree: The single most important change created by the Internet is giving consumers
like me greater control.
AGREE60%
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Internet/Online Usage(To Plan Some Aspect Of Travel)
Internet/Online Usage(To Plan Some Aspect Of Travel)
55%
65%
53%57%
0%
10%
20%
30%
40%
50%
60%
70%
BUSINESS TRAVELERS PLEASURE TRAVELERS
20022003
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Sources Used When Planning A Leisure Trip
Sources Used When Planning A Leisure Trip
10%
40%
16%
34%
Travel agentonly
Internet only
Travel agentand Internet
Neither travelagent norInternet
(Leisure Travelers)
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Shopping BehaviorShopping Behavior
29%20%
33%22%
38%58%
0% 10% 20% 30% 40% 50% 60%
Travel Agents
Suppliers
Internet
I GET THE BEST PRICES ON TRAVEL SERVICES FROM
20032002
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Internet Users Per 100 Population
Internet Users Per 100 Population
46.5
48.4
48.4
50.5
50.9
53.0
53.8
54.0
55.2
57.3
60.8
0 10 20 30 40 50 60 70
Denmark
Canada
New Zealand
Norway
Finland
Netherlands
United States
Singapore
Korea
Sweden
Iceland
Source: International Telecommunications Commission, 2002
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Internet Access From HomeInternet Access From Home
45%
54%
54%
56%
63%
68%
70%
72%
73%
79%
85%
0% 20% 40% 60% 80% 100%
Brazil
France
Spain
Italy
Germany
UK
Hong Kong
Australia
Netherlands
U.S.
Sweden
Source: Nielsen/NetRatings Global Internet Trends Q4 2002
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High-Speed Internet Users Per
100 Population
High-Speed Internet Users Per
100 Population
6.5
6.5
6.6
7.7
8.4
8.6
8.6
9.4
11.5
14.6
21.3
0 5 10 15 20 25
United States
Netherlands
Austria
Sweden
Belgium
Denmark
Iceland
Taiwan
Canada
Hong Kong
Korea
Source: International Telecommunications Commission, 2002
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Strategic ControlStrategic Control
• Consumers want to participate in the creation of new options– Turn both existing and new
brands into their own– Personalize products and services
• Consumers want to participate in the creation of new options– Turn both existing and new
brands into their own– Personalize products and services
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Strategic ControlStrategic Control
• Want to control the transaction– Through access to comparative
pricing
• Want to control the transaction– Through access to comparative
pricing
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Strategic ControlStrategic Control• In the travel category
– More looking than booking– Low conversion rates
• Control of transactions– Shopping “BOTS”– Comparative shopping sites– Auction sites
• In the travel category– More looking than booking– Low conversion rates
• Control of transactions– Shopping “BOTS”– Comparative shopping sites– Auction sites
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Being able to check the lowest rates for airfare, hotels and car rentals 90%
92%
Destination maps illustrating area activities, dining, shops, attractions 74
79Photos of the area, hotels 69 71Virtual tours of area/lodging 58 60
Being able to check the lowest rates for airfare, hotels and car rentals 90%
92%
Destination maps illustrating area activities, dining, shops, attractions 74
79Photos of the area, hotels 69 71Virtual tours of area/lodging 58 60
Travel Web Site FeaturesTravel Web Site Features20032003Extremely/Very
Important:Extremely/Very Important:
20022002
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PRICE LOYALTY:The New Consumer
Mandate
PRICE LOYALTY:The New Consumer
Mandate
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