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Vn travel insights052016

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Hugh Vo
Hugh Vo

Insight người tiêu dùng ngành Du lịch 2016 của Google Xem thêm các tài liệu, thông tin về digital marketing tại: www.urekamedia.com/news www.mediaeyes.vn/news

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Travel. Insights.
What are Travel Clients Trying to Achieve? How do customers hear about their business for the first time? Word of mouth, TV, social, search, blogs, etc. Awareness Do they have competition and what factors help consumers choose? Online research, friend recommendations, YouTube videos, etc. Consideration Where do sales happen? Online, offline, phone, lead gen? Sales Loyalty Do they leverage loyalty programs or social for advocate programs? Email, social, CRMs, programs, clubs, etc. Think with Google Travel Path to Purchase
The APAC Travellers Path to Purchase APAC TNS Travel Accommodation Study - July 2013
sites are visited before booking vacation 38
Most Travel Site Visits are Made 1 Week Prior to Booking 5 weeks out 4 weeks out 2 weeks out 1 week out week of booking 3 weeks out 2.5 visits 3 visits 3.4 visits 5.2 visits 6.9 visits 15.5 visits Note: read as the average booker makes 15.5 visits to travel sites in the week leading up to the vacation package booking, on PCs only. Expedia Media Solutions, “The Traveler’s Path to Purchase” conducted by Millward Brow Digital, 2013
Mature Markets in Particular, Many Travellers Use Only Online to Plan APAC TNS Travel Accommodation Study - July 2013 57% use only online 42% use only online 14% use only online 12% use only online28%use only online APAC
What are Travel Clients Trying to Achieve? Emerging market travellers consult more sources than mature markets APAC TNS Travel Accommodation Study - July 2013 2 sources 3 sources 5 sources 5 sources
APAC Travellers use Online Primarily to Compare Products, Prices and Features APAC TNS Travel Accommodation Study - July 2013 20% Get ideas / inspiration 15% Discover relevant brands 65% Compare products, prices, features 26% Look for opinions and reviews 21% Look for offers and coupons 6% Watched relevant videos online
Videos Bring Life to Travellers’ Destination Dreams APAC TNS Travel Accommodation Study - July 2013 have seen a video about their destination of emerging market travellers 52% of mature market travellers 36%
And Emerging Market Travellers are the Most Strongly Influenced by Video Content APAC TNS Travel Accommodation Study - July 2013 that online videos strongly influence their decision on what accommodation to choose in emerging markets 80% agree that online videos strongly influence their decision on what accommodation to choose in mature markets 70% agree
Almost 5 in 10 Emerging Market Travellers use a Smartphone to Plan their Next Stay APAC TNS Travel Accommodation Study - July 2013 46% 24% 33% 18% Emerging markets Mature markets used Mobile used Tablet used Mobile used Tablet
Travellers Consult Direct Website as Frequently as OTAs on their Smartphones APAC TNS Travel Accommodation Study - July 2013 Mature market travellers who used smartphones: used search engines47% Emerging market travellers who used smartphones: used direct websites20% used OTA sites or apps22% used search engines46% used direct websites32% used OTA sites or apps 32%
Online is the Most Used Channel for Booking Hotels in Mature Markets in APAC APAC TNS Travel Accommodation Study - July 2013 57% 41% emerging mature 66% 53% emerging mature Emerging markets still have room for growth Book accommodation online Intend to in the future
In APAC, Online Heavily Influences the Purchase of Flights APAC TNS Travel Accommodation Study - July 2013 17% Research online before purchasing offline Purchased online 78%
Most APAC Travellers Start Research about Flights DAYS or WEEKS before Purchase Moments before purchase Hours before purchase Days before purchase Weeks before purchase Months before purchase More than months before purchase 13% 11% 24% 25% 15% 3% 80% of APAC Travellers use Search Engine
People are Looking for Hotels Online Google Internal Data 5 Billion Queries over the last 12 months in APAC +30% 3 star hotels
USA Australia Great Britain France Germany Russia Japan Singapore Canada Malaysia Thailand Spain Italy India Netherlands Korea Hong Kong Indonesia Philippines Switzerland Top 20 Inbound Countries Based on Search Queries Japan Australia China Spain Indonesia United Arab Emirates Philippines Brazil Korea Belgium Top 20 Outbound Countries Based on Search Queries Hong Kong USA Thailand Singapore Germany Malaysia Great Britain Cambodia Italy France Vietnam
Travel Seasonality for Flights & Hotels Google Internal
Travel Search Queries Breakdown Google Internal Vietnam

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Vn travel insights052016

  • 2. What are Travel Clients Trying to Achieve? How do customers hear about their business for the first time? Word of mouth, TV, social, search, blogs, etc. Awareness Do they have competition and what factors help consumers choose? Online research, friend recommendations, YouTube videos, etc. Consideration Where do sales happen? Online, offline, phone, lead gen? Sales Loyalty Do they leverage loyalty programs or social for advocate programs? Email, social, CRMs, programs, clubs, etc. Think with Google Travel Path to Purchase
  • 3. The APAC Travellers Path to Purchase APAC TNS Travel Accommodation Study - July 2013
  • 4. sites are visited before booking vacation 38
  • 5. Most Travel Site Visits are Made 1 Week Prior to Booking 5 weeks out 4 weeks out 2 weeks out 1 week out week of booking 3 weeks out 2.5 visits 3 visits 3.4 visits 5.2 visits 6.9 visits 15.5 visits Note: read as the average booker makes 15.5 visits to travel sites in the week leading up to the vacation package booking, on PCs only. Expedia Media Solutions, “The Traveler’s Path to Purchase” conducted by Millward Brow Digital, 2013
  • 6. Mature Markets in Particular, Many Travellers Use Only Online to Plan APAC TNS Travel Accommodation Study - July 2013 57% use only online 42% use only online 14% use only online 12% use only online28%use only online APAC
  • 7. What are Travel Clients Trying to Achieve? Emerging market travellers consult more sources than mature markets APAC TNS Travel Accommodation Study - July 2013 2 sources 3 sources 5 sources 5 sources
  • 8. APAC Travellers use Online Primarily to Compare Products, Prices and Features APAC TNS Travel Accommodation Study - July 2013 20% Get ideas / inspiration 15% Discover relevant brands 65% Compare products, prices, features 26% Look for opinions and reviews 21% Look for offers and coupons 6% Watched relevant videos online
  • 9. Videos Bring Life to Travellers’ Destination Dreams APAC TNS Travel Accommodation Study - July 2013 have seen a video about their destination of emerging market travellers 52% of mature market travellers 36%
  • 10. And Emerging Market Travellers are the Most Strongly Influenced by Video Content APAC TNS Travel Accommodation Study - July 2013 that online videos strongly influence their decision on what accommodation to choose in emerging markets 80% agree that online videos strongly influence their decision on what accommodation to choose in mature markets 70% agree
  • 11. Almost 5 in 10 Emerging Market Travellers use a Smartphone to Plan their Next Stay APAC TNS Travel Accommodation Study - July 2013 46% 24% 33% 18% Emerging markets Mature markets used Mobile used Tablet used Mobile used Tablet
  • 12. Travellers Consult Direct Website as Frequently as OTAs on their Smartphones APAC TNS Travel Accommodation Study - July 2013 Mature market travellers who used smartphones: used search engines47% Emerging market travellers who used smartphones: used direct websites20% used OTA sites or apps22% used search engines46% used direct websites32% used OTA sites or apps 32%
  • 13. Online is the Most Used Channel for Booking Hotels in Mature Markets in APAC APAC TNS Travel Accommodation Study - July 2013 57% 41% emerging mature 66% 53% emerging mature Emerging markets still have room for growth Book accommodation online Intend to in the future
  • 14. In APAC, Online Heavily Influences the Purchase of Flights APAC TNS Travel Accommodation Study - July 2013 17% Research online before purchasing offline Purchased online 78%
  • 15. Most APAC Travellers Start Research about Flights DAYS or WEEKS before Purchase Moments before purchase Hours before purchase Days before purchase Weeks before purchase Months before purchase More than months before purchase 13% 11% 24% 25% 15% 3% 80% of APAC Travellers use Search Engine
  • 16. People are Looking for Hotels Online Google Internal Data 5 Billion Queries over the last 12 months in APAC +30% 3 star hotels
  • 17. USA Australia Great Britain France Germany Russia Japan Singapore Canada Malaysia Thailand Spain Italy India Netherlands Korea Hong Kong Indonesia Philippines Switzerland Top 20 Inbound Countries Based on Search Queries Japan Australia China Spain Indonesia United Arab Emirates Philippines Brazil Korea Belgium Top 20 Outbound Countries Based on Search Queries Hong Kong USA Thailand Singapore Germany Malaysia Great Britain Cambodia Italy France Vietnam
  • 18. Travel Seasonality for Flights & Hotels Google Internal
  • 19. Travel Search Queries Breakdown Google Internal Vietnam

Editor's Notes

  1. http://skift.com/2013/08/26/travelers-visit-38-sites-before-booking-a-vacation-study-says/
  2. 2014 data