getting to know europe's new digital traveler

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Douglas Quinby Vice President, Research PhoCusWright Inc. Getting To Know Europe's New Digital Traveler, Sponsored by Monetate September 26, 2013 A PhoCusWright Webinar Marcello Gasdia Consumer Research Analyst PhoCusWright Inc. Sponsored by: Mike Harris Vice President, EMEA Monetate

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consumer travel insight from three major European consumer travel markets: France, Germany and the U.K

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Page 1: Getting To Know Europe's New Digital Traveler

Douglas Quinby Vice President,

Research PhoCusWright Inc.

Getting To Know Europe's New Digital Traveler, Sponsored by Monetate

September 26, 2013 A PhoCusWright Webinar

Marcello Gasdia Consumer Research

Analyst PhoCusWright Inc.

Sponsored by:

Mike Harris Vice President,

EMEA Monetate

Page 2: Getting To Know Europe's New Digital Traveler

2 © 2013 PhoCusWright Inc. All Rights Reserved.

Getting To Know Europe's New Digital Traveler, Sponsored by Monetate

September 26, 2013

To view the recorded presentation, please click here. Note: If you download the Webinar, you will need a WebEx player. If you do not have one installed, please download the player here.

All PhoCusWright Inc. publications are protected by copyright. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or electronically distribute copyrighted material without explicit permission. Limited information in a report may be used in a presentation or similar, providing that PhoCusWright and the title of the report are referenced as the data source. You may not copy, reproduce, modify, republish, upload, post, transmit, or distribute, electronically or otherwise, any PhoCusWright research report in any form or by any means without prior written permission from PhoCusWright Inc. Any unauthorized use of the materials may violate copyright, trademark, and other applicable laws and could result in criminal or civil penalties. © PhoCusWright

Page 3: Getting To Know Europe's New Digital Traveler

3 © 2013 PhoCusWright Inc. All Rights Reserved.

• General Leisure Traveler Behavior and Technology Adoption

• Online Leisure Travel Planning Trends

• Connecting with Digital Travelers:

Challenges and Opportunities

Agenda

Page 4: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 4

Page 5: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 5

67% 66% 70%

69% 68% 72%

75% 75% 78%

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

Page 6: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 6

47%

24%

22%

55%

14%

18%

50%

15%

16%

Financial considerations/travel is tooexpensive

I went to places where I could staywith friends/family

No time to travel

France

Germany

U.K.

Top 3 Reasons for Not Traveling

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

Page 7: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 7

Discretionary Spending Preferences

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

Travel and Tourism Travel and Tourism Travel and Tourism

Dining/nightlife

Dining/nightlife

Dining/nightlife

Entertainment/Sports

Entertainment/Sports

Entertainment/Sports

Fashion and accessories Fashion and accessories

Fashion and accessories

Health/Beauty/Spa products

Home improvements

Consumer Electronics

Cars/car-associated goods

Health/Beauty/Spa products

Health/Beauty/Spa products

Home improvements

Home improvements

Consumer Electronics

Cars/car-associated goods

Consumer Electronics

Cars/car-associated goods

Page 8: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 8

MOBILE

+ SOCIAL

NETWORK

ADOPTION

Page 9: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 9

Mobile Web Adoption (Smartphones Only)

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

58% 68%

75%

45% 56%

66% 58%

69% 75%

2011 2012 2013 2011 2012 2013 2011 2012 2013

France Germany U.K.

Page 10: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 10

“Frequent/Daily” Mobile Web Users, by Age

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013

18-24

25-34

35-44

45-54

55-64

65+

Page 11: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 11

“Frequent/Daily” Mobile Web Users, by Age

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

56%

70%

84%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013

18-24

Page 12: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 12

Participation in Social Networks

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

0%

10%

20%

30%

40%

50%

60%

70%

80%

Fran

ce

Ger

man

y

U.K

.

Fran

ce

Ger

man

y

U.K

.

Fran

ce

Ger

man

y

U.K

.

Fran

ce

Ger

man

y

U.K

.

Fran

ce

Ger

man

y

U.K

.

Facebook Twitter Linked-in Google+ No Participation

2011 2012 2013

Page 13: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 13

Source: PhoCusWright’s European Online Travel Overview Eighth Edition

52%

40%

35%

Online Leisure Market Penetration

Page 14: Getting To Know Europe's New Digital Traveler

14 © 2013 PhoCusWright Inc. All Rights Reserved.

Digital Travel Planning Trends

Page 15: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 15

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

72% 71%

80% 77% 77% 78%

France Germany U.K.

2012 2013

% of Travelers Who Typically Shop For Travel on Desktops or Laptops

Page 16: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 16

9% 11%

10%

15% 13% 11%

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

9% 8% 8%

10% 10%

14%

France Germany U.K.

2012 2013

Page 17: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 17

?

Page 18: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 18

Time Spent Planning Leisure Travel on Desktop Web (Mobile Travel Planners only)

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

65%

17%

18%

Desktop/Laptop

Page 19: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 19

Polling Question

Among European mobile travel planners, what percent of all online leisure trip planning was

conducted on a tablet?

a. 7% b. 18% c. 23%

Page 20: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 20

65%

17%

18%

Desktop/Laptop

Smartphone

Tablet

Time Spent Planning Leisure Travel on Desktop Web, Smartphones and Tablets (Mobile Travel Planners)

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

Page 21: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 21

Time Spent Planning Leisure Travel on Mobile Devices, by Age

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

3% 10%

16% 19% 25%

30% 22%

24% 21% 11%

55+45-5435-4425-3418-24

Smartphone Tablet

Page 22: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 22

vs.

?

Page 23: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 23

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

64% 17%

19%

62% 17%

20%

Page 24: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 24

Connecting with Digital Travelers: Challenges and Opportunities

Page 25: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 25

Desktop/Laptop only travel planners (Markets Combined)

Mobile travel planners (Markets Combined)

Annual Household Travel Spend €2,437 €3,394

Page 26: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 26

Top 3 Drivers of Travel Brand Loyalty

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

36%

36%

22%

37%

44%

30%

49%

45%

32%

It offers better prices/value

It is reliable/I haven't had problems

It's easy to shop/find what I am looking for on itswebsite

France

Germany

U.K.

Page 27: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 27

30% 37% 39%

32% 33% 29% 32% 26% 29%

20%

36% 36%

23% 14%

25% 32%

14%

35%

17% 17% 22%

19%

23% 22%

15% 16%

10%

15%

11% 14%

5%

18% 11%

10%

6%

9%

11%

3%

11%

5% 5% 5%

Fran

ce

Ge

rman

y

U.K

.

Fran

ce

Ge

rman

y

U.K

.

Fran

ce

Ge

rman

y

U.K

.

Fran

ce

Ge

rman

y

U.K

.

Fran

ce

Ge

rman

y

U.K

.

Fran

ce

Ge

rman

y

U.K

.

Fran

ce

Ge

rman

y

U.K

.

Recommendations fromfriends/family

Personalisedoffers/recommendations

A one-time promotionaloffer for new users

Positive media coverage(news articles, etc.)

A loyalty programme High ranking search results Television/MediaAdvertisements

Influential Extremely Influential

Factors Influencing Trying New Travel Brand

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

Page 28: Getting To Know Europe's New Digital Traveler

Personalized Offers Are on Traveler’s Radar…

Page 29: Getting To Know Europe's New Digital Traveler

© 2013 PhoCusWright Inc. All Rights Reserved. 29

“I expect travel websites to reference my past activities to personalize offers for me.”

Source: PhoCusWright’s European Consumer Travel Report Fourth Edition

24% 18% 36% 16% 7%

Strongly Disagree 2 3 4 Strongly Agree

20% 21% 29% 21% 9%

17% 16% 28% 25% 14%

3-5 Trips Annually

1-2 Trips Annually

6+ Trips Annually

Page 30: Getting To Know Europe's New Digital Traveler

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Page 36: Getting To Know Europe's New Digital Traveler

Questions?

Douglas Quinby Vice President,

Research PhoCusWright Inc.

Marcello Gasdia Consumer Research

Analyst PhoCusWright Inc.

Sponsored by:

Mike Harris Vice President,

EMEA Monetate

Page 37: Getting To Know Europe's New Digital Traveler

Related Release

www.phocuswright.com/products/4259

Available Friday, September 27, 2013

Page 38: Getting To Know Europe's New Digital Traveler

Upcoming Webinars:

PhoCusWright’s China Consumer Travel Report October 9, 2013

Presenter: Douglas Quinby Vice President,

Research

Moderator: Maggie Rauch

Research Analyst

Passion for Powder: Understanding the U.S. Ski Traveler October 10, 2013

Presenter: Douglas Quinby Vice President,

Research

Moderator: Lorraine Sileo

Sr. Vice President, Research

Page 39: Getting To Know Europe's New Digital Traveler

Thank You!

• Today’s webinar deck and recording will be emailed in a few days to all registered attendees

• Interested in becoming a subscriber? Send an email to [email protected]

• Please fill out the short survey – thank you!

#phocuswright