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DIGITAL TRAVEL TRENDS: FROM DREAMING TO BOOKING NIKKI BURMASTER, DIGITAL MEDIA PLANNER CAROL QUINN, ACCOUNT SUPERVISOR KARSH HAGAN
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TOP TRENDS OF THE DAY
• Digital carries more weight than traditional media in inspiring travel
• Travel is a multi-screen activity, and travelers often use multiple devices to complete a task
• Travel videos inspire vacations and influence destination decisions
2
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3
+5% YOY
-2% YOY
+20% YOY
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66%
RESEARCH, VALUE, FAMILY TIME ARE IMPORTANT TO TRAVELERS
4
68%
vs. 65% in 2012 49% I plan to travel more
frequently with my family in the coming year
vs. 46% in 2012
I plan to spend more time shopping around/researching before booking travel because finding value for my money is
important to me I generally begin researching online before I decide where
or how to travel
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INTERNET RIVALS FRIENDS + FAMILY FOR TOP SOURCES OF INSPIRATION
5
62%
61%
39%
30%
25%
17%
9%
9%
8%
4%
7%
7%
Family, friends or colleagues
Internet
TV
Magazines/Newspapers
Informational brochures
Books
Travel agents
Radio
Travel groups
800 or toll-free number
Other
Do not use any sources
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INTERNET > TRADITIONAL MEDIA IN INSPIRING TRAVEL
6
82%
82%
70%
68%
67%
67%
59%
55%
54%
48%
Family, friends or colleagues
Internet
Travel agents
800 or toll-free number
Informational brochures
Travel groups
Books
TV
Magazines/Newspapers
Radio
Importance of Sources for Inspiring Travel (Extremely/Very important)
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INTERNET IS THE TOP SOURCE FOR TRAVEL PLANNING
7
80%
49%
28%
18%
18%
14%
14%
9%
7%
5%
5%
6%
Internet
Family, friends, or colleagues
Informational brochures
TV
Magazines/Newspapers
Travel agents
Books
800 or toll-free number
Travel groups
Radio
Other
Do not use any sources
Travel Planning Sources
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TOP ONLINE SOURCES USED
8
60%
58%
47%
47%
43%
40%
37%
33%
27%
22%
20%
19%
18%
15%
13%
13%
8%
3%
Search engines
Hotel websites
Airline websites
Online travel agency
Map sites
Travel review sites
Travel search sites
Destination-specific sites
Car rental websites
Daily Deal sites
Social networking sites
Travel planning sites
Online video sites
General discount sites / web groups
Cruise operator websites
Cruise search sites
Tour operator websites
Other
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58% OF LEISURE TRAVELERS RELY ON ONLINE SOURCES AT DESTINATION
9
Top Sources Used for Activity/Excursion Decisions
Brochures/Books in my room/house
Destination website/app
Walking around destination
Concierge/staff at accommodation
Other people on trip
Accommodation website/app
TV in my room/house
Other travel websites/apps
Online videos
42%
41%
41%
31%
27%
25%
22%
21%
14%
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MULTI-SCREEN
10
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11
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12
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13
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14
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15
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16
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TRIP PLANNING DEVICE USAGE
17
88% 70% 53%
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18
47% of travelers who
looked for destinations to visit or vacation ideas,
started on one device …
… and completed the activity on another
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ADS ON SMARTPHONES MAKE PEOPLE…
• Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013. Remember
You
Take Action
68% of travelers recall ads viewed on smartphones
(compared to 59% on desktop)
71% of travelers who saw ads took an action after viewing an ad on a smartphone
(compared to 63% on desktop)
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OF THOSE WHO TOOK ACTION:
20
30% Looked for more
information on that device
24% Visited the advertiser
website
25% Clicked the ad
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MOBILE TRAVEL SITES STILL HAVE ROOM TO IMPROVE
21
“I’d say speed is key. I
want the sites I use on my
phone to be fast”
Speed
“I wish the websites
would change their look or
formats to be more suited
to tablet and phone use"
Design
“I would use [my tablet] for
everything if it was more
compaBble with sites I
frequent”
AcBon
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ONLINE VIDEO
22
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23
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BY 2017, DIGITAL VIDEO WILL BE MORE POPULAR THAN SOCIAL NETWORKING
24
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51%
ONLINE TRAVEL VIDEO USAGE IS INCREASING
25
of travelers watch online travel videos
(up from 45% in 2012)
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TRAVELERS WATCH VIDEOS THROUGHOUT TRIP PLANNING
26
When thinking about taking a trip – 64%
When choosing a destination – 63%
When looking for ideas of things to do at a particular destination - 65%
When deciding on accommodations – 52%
When deciding which website to book on - 29%
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TRAVEL VIDEOS INSPIRE AND INFLUENCE DESTINATION
27
60%
58%
49%
46%
42%
Inspired me to think about planning a vacation
Influenced where I have decided to travel
Prompted me to visit the website of the advertiser
Encouraged me to consider the brand that was being advertised
Introduced me to a travel brand/company I wasn't aware of
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TRAVELERS WATCH ALL TYPES OF TRAVEL VIDEOS
28
62% Videos from hotels, airlines, cruises, tours, etc.
59% Trip reviews from experts
57% Videos from travel-related channels
55% Trip reviews from people like me
48% Videos made by people like me
42% Commercials/ads from companies/brands
37% Videos by friends and family
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29
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30
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BUT THEY ALSO WATCH A VARIETY OF OTHER ONLINE VIDEOS
31
Movie clips and trailers
Full-length TV shows
Music News Humor
Sports Celebrity Weather Food Full-length movies
63% 63% 62% 59% 58%
55% 55% 48% 48% 45%
Top 10 Types of Videos Ever Watched Online (Leisure and Business Travelers)
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WHAT CAN YOU DO?
32
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DIGITAL: DISPLAY
• What we already know – Targeted + Scalable + Customized + Efficient – Pinpoint messaging
• New considerations – Value from media partners
• Production of Ad Banners – SAVES $$ – Networks
• Scale + Retargeting + Transparency + Brand Safety – Niche segments
• Couples, Girlfriend/Golf Getaways, LGBT, Millennials 33
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MULTI-SCREEN
• User experience – Is your site ready? – Responsive design
• Consider hyper-geo-located campaigns
• Tailor email campaigns to all screens – Lowest common denominator
34
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ONLINE VIDEO • Leverage your existing TV/video assets
• Curate your videos • What helpful information are you giving people? • Snackable content
• Consider Google TrueView • Pay-per-view model • No minimum spend • Robust targeting • Precise geotargeting
35
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QUESTIONS?
36