![Page 1: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/1.jpg)
Latin America RisingPresentation for PromPeru
Lima, Monday, April 26, 2015
Cees Bosselaar
![Page 2: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/2.jpg)
PhoCusWright Global Sizing Methodology
![Page 3: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/3.jpg)
What is the largest industry worldwide?
1. Automotive industry?2. Travel industry?3. Chemical manufacturing?4. Mining?
![Page 4: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/4.jpg)
What is the largest industry worldwide?
1. Automotive industry: 8% of GDP2. Travel industry: 9% of GDP3. Chemical manufacturing: 7% of GDP4. Mining: 8% of GDP
![Page 5: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/5.jpg)
How many people are employed in the travel industry?
1. 105 million?2. 175 million?3. 255 million?
![Page 6: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/6.jpg)
How many people are employed in the travel industry?
1. 105 million2. 175 million3. 255 million! 1 out of 12 people
![Page 7: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/7.jpg)
How many people travel outside their borders each year?
1. 580 million?2. 750 million?3. 900 million?
![Page 8: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/8.jpg)
How many people travel outside their borders each year?
1. 580 million2. 750 million3. 900 million4. 1 BILLION
![Page 9: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/9.jpg)
© 2015 Phocuswright Inc. All Rights Reserved. 9Source: Phocuswright’s Global Online Travel Overview Third Edition
The Global Travel Market in 2014:
US$1.3 trillion…
…And Rising
![Page 10: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/10.jpg)
10© 2015 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright’s Global Online Travel Overview Third Edition
…Across Six RegionsGlobal travel gross bookings share by region, 2014
27%
27%
25%8%
6%
7%
The Middle East
Eastern Europe & Russia
![Page 11: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/11.jpg)
11© 2015 Phocuswright Inc. All Rights Reserved.
390
732
519
809
Emerging Markets* Developed Markets**
2011 20152011 2015
Notes: *Emerging markets include Eastern Europe, the Middle East, Latin America and Asia Pacific excluding Japan and Australia/New
Zealand. **Developed markets include Europe, the U.S., Japan and Australia/New Zealand.
Source: Phocuswright's Global Online Travel Overview Third Edition
Emerging Markets Will Contribute Nearly Twice as
Much to Global Gross Bookings Growth
Global gross bookings by market type, 2011-2015 (US$B)
![Page 12: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/12.jpg)
12© 2015 Phocuswright Inc. All Rights Reserved.
-
200
400
600
800
1 000
1 200
1 400
2011 2012 2013 2014 2015
Total Market Online Market
Source: Phocuswright's Global Online Travel Overview Third Edition
Global Travel and Online Travel Gross
Bookings
2011-2015 (US$B)
![Page 13: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/13.jpg)
13© 2015 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright's Global Online Travel Overview Third Edition
The U.S. and Europe Account for Two Thirds
of the Global Online Travel MarketOnline travel share by region, 2014
35%
21%
31%
4%
6%
4%
The Middle East
Eastern Europe & Russia
![Page 14: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/14.jpg)
14© 2015 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright's Global Online Travel Overview Third Edition
But Emerging Markets are Growing Twice as
Fast…Online travel growth by region, 2014
8%
14%
9%
16%
25%
22%
The Middle East
Eastern Europe & Russia
![Page 15: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/15.jpg)
Figure 1.1: Latin American Total and Online Travel Markets, Gross Bookings (US$B) and Compound Annual Growth Rates (%), 2012-2016
Note: CAGR calculated using U.S. dollars. Source: Latin American Online Travel Overview Second Edition
24.4
98.5
21.2
92.1
18.5
86.2
15.9
79.9
14.1
77.7
0 50 100 150
Online Market
Total Market
2012 2013 2014 2015 2016
6%
15%
Co
mp
ou
nd
An
nu
al Gro
wth
Rate
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Figure 1.2: Online Travel Penetration by Region, 2013
Source: Latin American Online Travel Overview Second Edition
43% 42%
25% 23%20% 20%
10%
15%
20%
25%
30%
35%
40%
45%
Europe U.S. APAC EasternEurope
MiddleEast
LatinAmerica
![Page 17: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/17.jpg)
Figure 1.3: Supplier Gross Bookings (US$B) for 2013 and Compound Annual Growth Rate (%) for 2012-2016
Note: CAGR calculated using U.S. dollars.Source: Latin American Online Travel Overview Second Edition
2.0
12.5
41.1
30.8
0 10 20 30 40 50
Car Rentals
Tour Operators
Hotels
Airlines 7%
6%
3%
3%
Co
mp
ou
nd
An
nu
al Gro
wth
Rate
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Figure 1.4: OTA Gross Bookings (US$B) and Compound Annual Growth Rate (%), 2012-2016
Note: CAGR calculated using U.S. dollars.Source: Latin American Online Travel Overview Second Edition
6.0
6.5
7.4
8.5
9.7
2012 2013 2014 2015 2016
13%
![Page 19: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/19.jpg)
Figure 1.5: Latin American Online Travel Market, OTA vs. Supplier Direct Share, 2013
Source: Latin American Online Travel Overview Second Edition
59%
41%
Supplier Direct OTA
![Page 20: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/20.jpg)
Figure 1.6: Total Gross Bookings (US$B) for 2013 and Compound Annual Growth Rate (%) for 2013-2016
Note: CAGR calculated using U.S. dollars.Source: Latin American Online Travel Overview Second Edition
2.8
24.3
9.7
4.8
30.4
8.0
10%
8%
9%
9%
6%
5%
Peru
Mexico
Colombia
Chile
Brazil
Argentina Co
mp
ou
nd
An
nu
al Gro
wth
Rate
![Page 21: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/21.jpg)
Figure 1.7: Total Online Gross Bookings (US$B) 2013 and Compound Annual Growth Rates (%) for 2013-2016
Note: CAGR calculated using U.S. dollars.Source: Latin American Online Travel Overview Second Edition
13%
15%
17%
22%
14%
20%
0.3
4.2
1.5
1.2
7.2
1.6
0.0 2.0 4.0 6.0 8.0
Peru
Mexico
Colombia
Chile
Brazil
Argentina Co
mp
ou
nd
An
nu
al Gro
wth
Rate
![Page 22: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/22.jpg)
PhoCusWright’s Online Maturity Matrix
Source: Latin American Online Travel Overview Second Edition
Saturated Heated
Inhibited Untapped
On
line
Pen
etra
tio
n
Rate of Growth
![Page 23: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/23.jpg)
Figure 1.8: Total Gross Bookings(US$B) by Market, CAGR and Online Penetration (%), 2013
Note: CAGR calculated for 2013-2016 using U.S. dollars. Source: Latin American Online Travel Overview Second Edition
10%
12%
14%
16%
18%
20%
22%
24%
26%
28%
5% 10% 15% 20% 25%
Online P
enetr
ati
on
Online Market: Compound Annual Growth Rate
Chile
$4.8
Argentina
$8.0
Mexico
$24.3
Peru
$2.8
Colombia
$9.7
Brazil
$30.4
Regional Baselines
![Page 24: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/24.jpg)
Figure 1.9: OTA Gross Bookings (US$B) for 2013 and Compound Annual Growth Rate (%) for 2013-2016, by Market
Note: CAGR calculated using U.S. dollars. Source: Latin American Online Travel Overview Second Edition
1.0
2.9
0.4 0.21.8
0.1
10%
15%18%
24%
12%
24%
0%
5%
10%
15%
20%
25%
30%
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
OTA Bookings CAGR
![Page 25: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/25.jpg)
Figure 1.10: Airline Gross Bookings (US$B) for 2013 and Compound Annual Growth Rate (%) for 2013-2016
Note: CAGR calculated using local currencies. Source: Latin American Online Travel Overview Second Edition
2.6 14.2 2.3 5.3 5.5 1.0
3%
5%
12%
9%8%
7%
0%
2%
4%
6%
8%
10%
12%
14%
0
2
4
6
8
10
12
14
16
Hotel Bookings CAGR
![Page 26: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/26.jpg)
Figure 1.11: Hotel Gross Bookings (US$B) for 2013 and Compound Annual Growth Rate (%) for 2013-2016
Note: CAGR calculated using local currencies. Source: Latin American Online Travel Overview Second Edition
4.8 12.5 1.8 3.6 17.0 1.3
7%6%
7%
9% 9%
13%
0%
2%
4%
6%
8%
10%
12%
14%
0
2
4
6
8
10
12
14
16
18
![Page 27: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/27.jpg)
Figure 1.12: Tour Operator Gross Bookings (US$B) for 2013 (US$B) and Compound Annual Growth Rate (%) for 2013-2016
Note: CAGR calculated using local currencies. Source: Latin American Online Travel Overview Second Edition
1.25.2 0.8 1.6 3.1 0.7
<1%
6%
2%
8%
5%
7%
0%1%2%3%4%5%6%7%8%9%
0
1
2
3
4
5
6
TO Bookings CAGR
![Page 28: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/28.jpg)
Figure 1.13: Car Rental Gross Bookings (US$M) for 2013 and Compound Annual Growth Rate (%) for 2013-2016
Note: CAGR calculated using local currencies. Source: Latin American Online Travel Overview Second Edition
72
1 286
260
51
319
27
4%
5% 5%
4%
3%
6%
0%
1%
2%
3%
4%
5%
6%
7%
0
200
400
600
800
1 000
1 200
1 400
Car Rental Bookings CAGR
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Figure 1.14: Latin American Supplier Gross Bookings, Share by Channel, 2013
Source: Latin American Online Travel Overview Second Edition
2%
1%
4%
25%
2%
4%
14%
11%
96%
95%
82%
64%
Tour Operators
Car Rentals
Hotels
Airlines
Direct Indirect Other
![Page 30: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/30.jpg)
Figure 1.15: Latin American Supplier Gross Bookings, Share by Channel, 2016
Source: Latin American Online Travel Overview Second Edition
5%
4%
5%
30%
5%
7%
19%
16%
90%
89%
76%
54%
Tour Operators
Car Rentals
Hotels
Airlines
Online Direct OTAs Other
![Page 31: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/31.jpg)
Take aways:
• LATAM total travel market is 7% of the global travel market
and grows by 6%
• LATAM online travel market is 4% of the global online travel
market and grows by 15%
![Page 32: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/32.jpg)
Take aways:
• The global online travel penetration in Europe and the USA is
43%
• LATAM online travel penetration is 20%
![Page 33: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/33.jpg)
Take aways:
• Brazil and Mexico are the largest markets and grow by 6% and
8%
• Colombia and Peru are the fastest growing online markets
with grow rates of 20% and 22%
![Page 34: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/34.jpg)
TRENDS THAT AFFECT THE GROWTH
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Mobile
Mobile pay
Beacons
New Entrants
Social media
Sharing economy
Business and leisure travel merge
Wearable devices
Millennials
![Page 36: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/36.jpg)
Mobile
Mobile pay
Beacons
New Entrants
Social media
Sharing economy
Business and leisure travel merge
Wearable devices
Millennials
![Page 37: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/37.jpg)
Mobile
![Page 38: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/38.jpg)
© 2015 Phocuswright Inc. All Rights Reserved. 38
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Mobile
![Page 40: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/40.jpg)
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41© 2015 Phocuswright Inc. All Rights Reserved.
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42© 2015 Phocuswright Inc. All Rights Reserved.
47% Own Each of These
![Page 43: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/43.jpg)
43© 2015 Phocuswright Inc. All Rights Reserved.
![Page 44: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/44.jpg)
44© 2015 Phocuswright Inc. All Rights Reserved.
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45© 2015 Phocuswright Inc. All Rights Reserved.
DestinationSelection Shopping
Booking
Sharing
22%21%
12%15%
35%34%
19% 41%
82%82%
81%57%
Tablet
Smartphone
Desktop
Base: U.S. online travelers who own smartphones (N=1,658)
Source: Phocuswright's Traveler Technology Survey 2013
More U.S. travelers use mobile
before and after bookingTraveler use of devices across the trip life cycle
![Page 46: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/46.jpg)
46© 2015 Phocuswright Inc. All Rights Reserved.
vs.
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47© 2015 Phocuswright Inc. All Rights Reserved.
OTA19%
11%
Mobile Web AppNote: Data represents SMARTPHONE activity only; research based on 1,232,473 mobile website and application sessions collected on
smartphones and tablets from 1,026 U.S. leisure travelers, June 1-June 30, 2014.
Source: Phocuswright Inc.
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48© 2015 Phocuswright Inc. All Rights Reserved.
13% app
18% mobile web
Note: Data represents SMARTPHONE activity only; research based on 1,232,473 mobile website and application sessions collected on
smartphones and tablets from 1,026 U.S. leisure travelers, June 1-June 30, 2014.
Source: Phocuswright Inc.
![Page 49: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/49.jpg)
New Entrants
![Page 50: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/50.jpg)
© 2015 Phocuswright Inc. All Rights Reserved. 50
Disruptors or Distractions?
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Sharing Gets Real
![Page 52: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/52.jpg)
© 2015 Phocuswright Inc. All Rights Reserved. 52
Welcome to the Sharing Economy
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Storage: $200 ayear
Extra parking spot: $100 a year
Lawn mower:$20 a day
Dog: $10 a walk
Boat: $250 a dayCar: $50 a day
Bike: $10 a day
Guitar: $50 a weekPower tools: $20a day
![Page 54: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/54.jpg)
Source:
Extra room: $75 a night
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© 2015 Phocuswright Inc. All Rights Reserved. 55
![Page 56: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/56.jpg)
56© 2015 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter
17%
83%
Renters
Non-renters
17% of U.S. leisure
travelers rented in
2013. That’s 22
million renters.
U.S. Traveler
Population
![Page 57: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/57.jpg)
57© 2015 Phocuswright Inc. All Rights Reserved.
17%
83%
Renters
Non-renters
Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter
U.S. Traveler
Population
So how about
that other 83%?
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58© 2015 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter
Three Key Issues:
1. Awareness
2. Trust
3. Hotel services and
amenities
![Page 59: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/59.jpg)
© 2015 Phocuswright Inc. All Rights Reserved. 59
Renting’s Future:
The Unique Experiences of These…
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© 2015 Phocuswright Inc. All Rights Reserved. 60
…with the Hospitality and
Conveniences of These
Source: Google Images
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The Business Traveler’s
New Charge
![Page 62: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/62.jpg)
The lines between
business and leisure
travel behavior are
blurring
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Bizcation?
Call it what you will, this add-on to business trips is here to stay
Bleisure?
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64%
=4 days
Source: Phocuswright's Traveler Technology Survey, 2014
60%
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And how they are
traveling is changing
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© 2015 Phocuswright Inc. All Rights Reserved. 66
What about private accommodation?
Should hotels be worried?
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© 2015 Phocuswright Inc. All Rights Reserved. 67
2013 2014 2015
Source: Phocuswright's U.S. Online Travel Overview Thirteenth Edition
Maybe Not… The U.S. Hotel Market
is Stronger Than Ever, but…U.S. hotel and lodging room revenue
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© 2015 Phocuswright Inc. All Rights Reserved. 68
Source: Phocuswright's Traveler Technology Survey, 2014
Maybe Not… The U.S. Hotel Market
is Stronger Than Ever, but…
More than one in
five business
travelers have used
a rental in 2014
![Page 69: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/69.jpg)
This…
is giving way
to this…
![Page 70: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/70.jpg)
And this…
is giving way
to this.
![Page 71: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/71.jpg)
Ride-sharing
Car-rental sharing
![Page 72: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/72.jpg)
Pre-arranged transportation
On-demand car rental
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73© 2015 Phocuswright Inc. All Rights Reserved.
The
Millennial
War
#8
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74© 2015 Phocuswright Inc. All Rights Reserved.
Why are
millennials so
important?
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75© 2015 Phocuswright Inc. All Rights Reserved.
SPENDING
POWER
![Page 76: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/76.jpg)
76© 2015 Phocuswright Inc. All Rights Reserved.
Source: U.S. Census Bureau
25% of U.S.
population
80 million U.S. consumers were born between 1977 and 2000, making the millennial generation
bigger than Baby Boomers and Generation X
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77© 2015 Phocuswright Inc. All Rights Reserved.
0%
20%
40%
60%
80%
18-24 25-34 35-44 45-54 55-64 65+ Average
Source: Phocuswright's Consumer Travel Report Sixth Edition
And more of them travel
(especially older millennials)Percent of U.S. adults who travel, by age, 2013
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78© 2015 Phocuswright Inc. All Rights Reserved.
• Source: Phocuswright's Consumer Travel
Millennials are twice as likely to take
long trips (14 nights or longer)…
![Page 79: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/79.jpg)
79© 2015 Phocuswright Inc. All Rights Reserved.
• Source: Phocuswright's Consumer Travel Report Sixth Edition
…and 42% of millennials traveled
internationally in 2013 (compared to only 28% of older travelers).
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80© 2015 Phocuswright Inc. All Rights Reserved.
They are passionate
for travel.
Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter
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81© 2015 Phocuswright Inc. All Rights Reserved.
They seek unique,
authentic experiences
![Page 82: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/82.jpg)
82© 2015 Phocuswright Inc. All Rights Reserved.
But before you get
your hopes up…
Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter
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83© 2015 Phocuswright Inc. All Rights Reserved.
$3 217$3 381
Millennials Older travelers
Annual Leisure Travel Spend
…they don’t spend
quite as much.
• Source: Phocuswright's Consumer Travel Report Sixth Edition
![Page 84: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/84.jpg)
84© 2015 Phocuswright Inc. All Rights Reserved.
More travel but less total
spend means millennials
are…
![Page 85: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/85.jpg)
85© 2015 Phocuswright Inc. All Rights Reserved.
…a lot less likely to stay here…
Source: Phocuswright's Consumer Travel Report Sixth Edition
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86© 2015 Phocuswright Inc. All Rights Reserved.
6 in 10 stayed with
friends and
family when
traveling in
2013
…and more likely to stay here.
• Source: Phocuswright's Consumer Travel Report Sixth Edition
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87© 2015 Phocuswright Inc. All Rights Reserved.
Millennials are also
demanding, and much more
likely to book last minute.
![Page 88: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/88.jpg)
88© 2015 Phocuswright Inc. All Rights Reserved.
23% of millennial travelers booked their last
trip less than one week before departure
Only 12% of
older travelers
did the same
![Page 89: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/89.jpg)
89© 2015 Phocuswright Inc. All Rights Reserved.
They are less motivated by
these…
Source: Phocuswright's Consumer Travel Report Sixth Edition
![Page 90: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/90.jpg)
90© 2015 Phocuswright Inc. All Rights Reserved.
85% of millennials “…always check multiple websites
to make sure they get the best deal”
…and much more likely to make their
travel decisions here.
Source: Phocuswright's Consumer Travel Report Sixth Edition
![Page 91: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/91.jpg)
91© 2015 Phocuswright Inc. All Rights Reserved.
Millennials may not be
your core audience today,
but they will be, when
they reach their peak
earning and
spending years.
Now is the time to build
relationships, as they
engage brands, form
perceptions and develop
travel habits and
preferences.
![Page 92: Latin America Risingmedia.peru.info/impp/PhoCusWright27Abril2015.pdf · Latin America Rising Presentation for PromPeru Lima, Monday, April 26, 2015 Cees Bosselaar](https://reader035.vdocuments.us/reader035/viewer/2022063017/5fd798e180ed4378c61dbdfd/html5/thumbnails/92.jpg)
92© 2015 Phocuswright Inc. All Rights Reserved.
Destinationselection Shopping
Booking
6%11%
5%
36%37%
23%
Older travelers Millennials
Source: Phocuswright’s Traveler Technology Survey 2013
And mobile is a good place to start.Millennial and non-millennial travelers who use smartphones by trip planning phases, 2013
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© 2015 Phocuswright Inc. All Rights Reserved. 93
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94© 2015 Phocuswright Inc. All Rights Reserved.
Cees Bosselaar
Director Business Development &
Destination Marketing Specialist
Thank you!