presentatie norm rose - travel tech consulting

Technological e-Trends in the Travel and Tourism Sectors

November 23, 2011

© 2011 PhoCusWright Inc. All Rights Reserved.

2


3

European Travel Trends

Mobile Trends

Agenda

Travel Unleashed

Summary


4

Europe • Expected to overtake the U.S. as the

world’s largest online travel market • Online growth varies widely: “surging”

vs. strong • Main online growth area will be OTAs • LCCs are key to driving online travel • With hotels fragmented and growing,

OTAs lick their chops • Tour operator growth to remain weak • In the longer term, rail will be a sector

to watch


5

OTA Growth by Region, 2009-2012

• Online travel agencies are the fastest-growing distribution channel around the world

• Aggregate global OTA gross bookings stood at US$93.7 billion in 2010, or 11% of the total worldwide travel market


6


7

• Travelers connect all the time, and every place

• Shrinking screens – smartphones, tablets, e-readers and GPS systems

• Travelers today connect instantly

The End of On/Off


8


9

Look Who’s Talking

• Leveled the playing field by raising their voices • Everybody has something to say, and ample

means to say it • Citizen journalists • A new breed of thought leaders • Demanding consumers don’t hesitate to air

grievances

Are you listening?


10

The Role of Reviews in Online Hotels

• Traveler reviews are a critical influence in the hotel-buying process


11


12

The Speed of Smart

• The accelerated pace of innovation and technology is constantly raising the bar

• Every device knows where we are and what we like

• Delivering relevant content, personalized deals and flash offers is essential

• New technologies

• Collaborative consumption

• Augmented reality

• Sentient devices

• Virtual conferencing

• Near field communications

• QR codes

• RFID and more Keep up, speed up or step aside


13


14

To Boldly Go

• Travelers have more choices than ever

• Digital demystification - people from everywhere are going everywhere, often to places they’ve never considered before

• Must engage with more knowledgeable, culturally-aware customers on the go


15


16

Capital Comeback

• Despite continued economic uncertainty, every kind of capital is being raised, all around the world

• Deal flow has strengthened, and public offerings are reminiscent of the bubble

• Money drives change

• Nimble newcomers battle the establishment for a piece of the action


17


18

The New PNR (Point of No Return)

• Suppliers are seeking greater control over their product, lower costs and more direct control of the customer

• Transparency is threatened with ancillary fees being withheld from all distribution channels

• The new distribution landscape must provide a level playing field for all parts of the value chain

Mobile Trends


20

Mobile Timeline

1980s 1990s Early 2000s

June 2007 2008-2009 2010 2011+

Mobile Timeline

• Devices are becoming more powerful, with tablets increasing in popularity worldwide

• Lower-cost tablets from Amazon and India will significantly raise the penetration of these devices

• Networks increase broadband • Smartphones become better able to sense the environment

1G 3G 2G & 2.5G 4G


21

LEISURE TRAVEL LIFE CYCLE

Dream

Book Explore

Share

Mobile Travel Applications for Leisure Travel

Explore destinations, view sample itineraries

Plan day-by-day activities

Book alternatives during service disruptions, and ancillary services such as hotels, restaurants and ground transportation

Navigate location and explore surroundings. Explore cultures and historical sites based on your preferences

Share experiences while traveling

Plan


22

Mobile Search: Reverse Funnel Approach

Source: PhoCusWright Inc.

Traditional Web Search: Return general results

and then refine

Mobile Search: Return specific results

and then expand

• Review mobile search engine results for your company • Optimize mobile website for mobile search engines • Prepare for context-aware mobile search results • Consider the reverse funnel concept for both mobile search and travel search specifically


23

Local Social Mobile MOJO

• Mobile search is about providing the right product to the right person in the right place at the right time


24

Are We at the Beginning of the Tablet Revolution?

Source: Yankee Group

• Tablets are about high consumption and immersive environments • Travel companies must develop a specific strategy for the emerging tablet market,

as frequent travelers are early adopters of these devices

• Global tablet sales will exceed 250 million worldwide by 2015, with major growth in Asia Pacific and EMEA


25

Summary

• European online travel will surpass U.S. travel in volume

• Travelers are now always connected, and thus expect services to be delivered 24/7 and tailored to their needs

• Social media has permanently impacted the way travelers plan and experience their trips

• New devices and technologies continue to reshape the travel process

• Travelers are exploring new destinations and ways to experience travel

• Mobile technology is transforming all aspects of the travel experience

Thank You!

[email protected] www.phocuswright.com

mailto:[email protected]

http://www.phocuswright.com