CUSTOMER JOURNEY TRAVEL New market research insights Matthias Hartmann, CEO GfK Group
ITB Berlin, March 4, 2014 © Travel & Tourism | Customer Journey Travel | March 2014
1
Today Internet is part of nearly all consumer journeys of German travelers
INSIGHT
1
Usage of internet as information and/or booking channel for travel bookings between 2005 and 2014 (%) 50
42
10
50
58
90
2005/06 1
1 2
2008/2009 1
Pure Offline Conversions (booking and research) Online is part of consumer journey (booking and/ or research)
2014 2
Source: GfK MobilitätsMonitor, 20,000 private households in Germany Source: overlap of GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
© Travel & Tourism | Customer Journey Travel | March 2014
2
Cross-channel usage is strong, so ensure synergy of message across on- and offline touch points
INSIGHT
2
14
75
10
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person. Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012 © Travel & Tourism | Customer Journey Travel | March 2014
3
For packaged tours, travel agencies and catalogues are still important touchpoints
INSIGHT
3 81 83 82
Internet 8 Travel agency
Hotels
13 30
Flights
8 Catalogues
12 42
Package Travel
8 Travel guide books
24 11 5 5
Tourist office 0
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person. Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012 © Travel & Tourism | Customer Journey Travel | March 2014
4
The single source approach enables joint analysis of travel bookings and online research data
Bookings (Survey) TV (Audio Sound Matching)
Internet @home (Browser Plug In)
Press
© Travel & Tourism | Customer Journey Travel | March 2014
5
Purchase journeys can be extremely complex, so be in the right place with your message
INSIGHT
4
Supplier
Branded Search
Generic Search Longtail Start of Research End of Research Destinations
Aggregator Travel Agencies
Source: GfK Media Efficiency Panel Netherlands © Travel & Tourism | Customer Journey Travel | March 2014
6
Search has proven to play an important role in purchase decisions across categories, so SEM and SEO are must-haves
airberlin
flughafen muenchen flughafen duesseldorf
hotelsuche
marco polo reisen
hotel miramar frankfurt
msc
billige fluege
dresden veranstatungen seaside hotel residencia
busreisen leitner hcx reisen
ad auskunft
lidl reisen annoncen avis
berge und meer
aldi reisen sued
warnemuende
klemm reisen 2012
http://www.db.de
urlaub
flughafen hannover
etap
thueringen
ehat air berlin flughafen frankfurt abflug paloma oceana resort alltours
hotels in haeusern schwarzwald wie kann ich kindergeld beantragen
die bahn
tui premium katalog center parcs hotelbewertungen netto reisen
flughafen dresden flughafen palma de mallorca
berge und meer
db fahrplan
lufthansa fra new york wieviel gepaeck
best western hotels deutschland
dertour katalog
fahrplan db
hamburg 5* hotels auf kreta dresden celebrity cruises guenstige fluege therme erding
best western
flughafen hamburg
abflug hamburg
stadtplan hamburg wensenbalken
tui
fahrplanauskunft
schauinsland
design hotel leipzig
kurzurlaub
europapark rust wellnessurlaub
club aldiana zypern
madeira
myaida
barcelona flughafen transfer
zugverbindungen
easyjet Mein schiff hotels in rosenheim bayern berlin gendarmenmarkt
viol reisen hotel adler in haeusern
thomas cook expedia.de bad kissingen
delft holland flughafen berlin
kaufland reisen
europcar
tuerkei urlaub
accor hotels
freigepaeck sri lankan airlines
waldhotel schmitten-oberreifenber
buesum
staedtereisen
credit euro
hotel marc aurel bad goegging
campingplatz in pirna
meiersweltreisen online katalog
stadt dresden
einreise usa
Flughafen nuernberg flugplan
emirates
hotel alpina ischgl
rundreisen myanmar
hurtigruten
aldiana zypern
europapark
5 hotels ibiza costa allegra
ryan air motel one semperoper spielplan
london
aldi-reisen
flughafen koeln
tropical island flughafen hamburg
stadtplan berlin
arcotel kaiserwasser hotel monarch bad goegging
hotels am chiemsee
schwarzwald
rostock
pensionen
flughafen zweibruecken
nrs reisen nuernberg
baumeister
mein schiff
costa concordia
bahncard 25
bahn.de sonnenklar
hotel ryanair
kreuz fahrten
db.de
condor
opodo
ruegen
lufthansa check in
sonnenklar tv last minute
snowtrex der tour
club aldiana tunesien
interchalet
tchibo reisen
aldi reisen dertour
fti
hotel hamburg
ltur
semperoper
penny reisen
ab in den urlaub gutschein
abflug von hamburg nach ras al khaimah
jetwing hotel negombo
hotel cliff bay resort madeira
flughafen las palmas transfer schauinslandreisen
leipzig
db auskunft
berlin
siegessaeule, berlin
fahrplanauskunft
singapur airlines
barcelona
holiday check
deutsche bahn auskunft
last minute reisen
germanwings
hotels in bad goegging bayern
colmar
deutsche bahn fahrplan
stuttgart flughafen
airberlin.de
travelzoo
bahnauskunft
holidaycheck.de
mauritius beste reisezeitrobinson club kreta
mietwagen
duesseldorf flughafen
austrian airlines
trivago
prag
campingplaetze mitfahrgelegenheit
bad koesen
ab weihnachsmarkt in den urlaub
5 vor flug
hotelbewertungen
lufthansa.de
zoo leipzig
expedia
flughafen nuernberg abfluege
aida
swoodoo
schulferien 2012
leipzig tourismus caravaning
van der valk
film traumhotel malediven
hotel bayerischer miesbach
condor eintagsfliegen flughafen koeln-bonn parken
flughafen leipzig
flughafen tegel
hotel eder michaela saalbach
swiss air
color line
robinson club
suitehotel leipzig
bkk tui
www.tui-card.de
starlight express
bruegge
travel 24
familienurlaub
muenchen
neckermann reisen berlin hotel guenstik
bvg.de
thomas cook reisen
berchtesgaden
reise-preise
booking
reisen
fewo direkt
staedtereise nach barcelona koenig der loewen
chichester
fluege
parkhotel crombach rosenheim
frankfurt flughafen flughafen stuttgart
mueggelseehotel
wellnesshotel
billigfluege.de
bahn
best western friedrichshafen holidaycheck
bundesbahn
miles and more kreditkarte
gasthof koeck
srilankan airlines
hrs
ferien 2012
alstervergnuegen 2012
rewe reisen
jakobsweg
reise dominikanische rep
holidaycheck air berlin flughafen frankfurt deutsche bahn db flughafen nuernberg
ferienwohnung
erfurt
hrstuifly
gebeco rundereisen
reisenruecktrittsversicherung
hotel mooshof bodenmais
Ab-in-den-urlaub.de
flughafen tegel
hotel steitgenberger dresden
etihat air berlin
4* hotels in bad fuessing
bad reichenhall
gut ising chiemsee
adac reisen
db fahrplanauskunft
hrs.de
geschwindigkeitsbeschraenkung in ortschaften
tripavdisor
muenchen grand hotels in lindau bodensee mallorca dechsendorf skyscanner hotel azia resort & spa paphos vtours hotel best western boppard msc kreuzfahrten hotel bellevue dresden british airways tui rundreise myanmar kloester in sueddeutschland
neckermann
tagesgeld koeln
hotel st. leonhard ueberlingen airwaystravel
lufthansa
5
sbahn ffm/flughafen potsdam flughafen duesseldorf ankunft air berlin flugplan
hotel.de
billigfluege
INSIGHT
aachen
The bigger a search term appears, the more often it was used for booking during on-line research processes. Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012 © Travel & Tourism | Customer Journey Travel | March 2014
7
Online research behavior shows 2 different groups: fast bookers and intensive researchers before booking
INSIGHT
6
20
Fast Booker 51%
Intensive Researchers 49%
16
8
7 4
1
4
3 3 3 3
7
2 10
1
2
1 1 1 1 1 13
16
2
1 1 19
2 2 2
3
4 2 2 0
22
25
28
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012 © Travel & Tourism | Customer Journey Travel | March 2014
8
Optimize your online product portfolio according to the specifics of the target groups
Fast Booker1 49%
Intensive Researchers 51%
Booked Hotels and Package Travel more often
Booked Flights only more often
Booked slightly more travels to German speaking destinations and Eastern Mediterranean see
Booked travels to the Western Mediterranean See and Out of Europe more often
Are rather female
Are rather male
Are slightly younger (higher index for travelers 50)
Are more likely to live in a household with >2 people
Are more likely to live in a household with 1 – 2 people
1
Up to 4 weeks online research before booking Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012 © Travel & Tourism | Customer Journey Travel | March 2014
9
Digital touch points help consumers to find out about their actual wishes and needs, so make your brand "discoverable" online
INSIGHT
7
Average clickstream prior to all bookings of Intensive Research Booker Aggregators
101
Supplier
41
Travel Agency
51
Branded Search
151
Generic Search
31
Destination
221
Longtail
9 1
1
2
2
3
3
1
1
2
2
4
6
5
2
7
8
15 10
6
11 12
13
7
3
16
17
18
9
19
10
4
5
7
5
14
8
4
3
1
5
3
4
1
4
Intensive Research Booker
191
8
9
12
10
13
11
6
2
15
14
3 14 16 1
2
3
4
5
6
7
8
9
10 11 12 13
15
20 17 18
19
22 21
1
Number of visits | Same color represents visit to same touchpoint | Destination Searches colored in dark blue! | Method: 1. Define the sequence of visits. Which type of website was on average closest to the moment of purchase; 2. Define the average number of visits per type of website (i.e. retailer websites); 3. Show the sequence for the average number of visits per type of website; 4. Specify websites per type and mark visits to the same website with the same color | Base: GfK Media Efficiency Panel 2012, Customer Journey Analysis for 2,155 travel bookings (thereof 853 online bookings) - Source: GfK Media Efficiency Panel 2012 © Travel & Tourism | Customer Journey Travel | March 2014
10
Online Travel Agencies and Aggregators dominate the list of visited websites
INSIGHT
8
Top websites1 (net reach %) of all travelers who did online research
Flight bookings bahn.de fluege.de expedia.de hrs.de holidaycheck.de booking.com opodo.de tripadvisor.de lufthansa.com airberlin.com ab-in-den-urlaub.de hotel.de swoodoo.com billigfluege.de germanwings.com flug24.de tui.com schulferien.org tuifly.com pointoo.de reisen.de dertour.de ltur.com berge-meer.de
Hotels 76
46 44 41 40 38 38 36 36 34 31 31 30 25 24 20 19 19 17 17 17 17 16 16
bahn.de booking.com holidaycheck.de hrs.de ab-in-den-urlaub.de hotel.de tripadvisor.de expedia.de t-online.de fluege.de reisen.de pointoo.de travel24.com lufthansa.com opodo.de trivago.de airberlin.com schulferien.org tui.com ab-in-den-urlaub-deals.de billigfluege.de tchibo.de berge-meer.de hamburg.de
Package Travel 50 47 44 36 33 31 28 27 23 23 21 20 20 18 18 17 16 15 14 14 14 13 12 11
bahn.de holidaycheck.de ab-in-den-urlaub.de booking.com reisen.de travel24.com tripadvisor.de expedia.de hrs.de fluege.de opodo.de airberlin.com hotel.de t-online.de tui.com lufthansa.com pointoo.de bild.de sonnenklar.tv swoodoo.com ltur.com ab-in-den-urlaub-deals.de thomascook.de weg.de
52 48 38 32 31 27 25 24 23 19 19 18 18 17 17 17 16 14 14 Supplier 13 OTA/ 13 Aggregator/ 13 Meta-Search 13 Travel Info 13
Reading example: hotel.de was visited by 31% of all travelers who booked hotels and did online research Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012 © Travel & Tourism | Customer Journey Travel | March 2014
11
Many opportunities to catch consumers, but only one to convince – optimize your site to make sure each visit has a positive outcome
INSIGHT
9
Tour Operators
48% 17
14
A Net reach
36%
B
65%
64%
Aggregator 86% 35
90%
32% 10 C
5 D
3 E
3 F
A
Thereof visiting only once
Source: GfK Media Efficiency Panel UK © Travel & Tourism | Customer Journey Travel | March 2014
12
More mobile devices will lead to more mobile travel related search queries
INSIGHT
10
700 600 500
+194%
400
Increase (Jan – Aug. 2013 vs. Jan – Aug. 2012)
300 200 100 0 Jan. 11
Jul. 11
Jan. 12
Jul. 12
Jan. 13
Jul. 13
Source: internal data from Google, used with permission © Travel & Tourism | Customer Journey Travel | March 2014
13
With the growth of mobile, it is crucial to understand this sector before engaging a multi-device campaign
1/3 of smartphone users visited a travel related site over the network, making it the 4th highest ranking category in terms of unique users.
Sessions per user
Who is using 8.9 mobile travel sites?
Minutes Aged Earning per session 5.3 25 – 34 £10 – £40k
When is the peak usage time for mobile travel sites? MIDWEEK LUNCHTIME browsing when at work.
Source: GfK MobileInsights UK © Travel & Tourism | Customer Journey Travel | March 2014
14
10 Insights learned from GfK Purchase Journey Travel Purchase Travel and Internet agencies Search has an Purchase Cross-channel journeys can be Internet Search has an agencies and Cross-channel journeys can be important role in is ispart of 90% catalogues are part of 90% catalogues are important role in usage strong, extremely complex, extremely complex, usage is is strong, German purchase decisions: decisions: stillimportant important ofofGerman still purchase ensure synergy be in the right ensure synergy touch-points for be in the right SEM and SEO are consumer of message consumer touch-points for place with your SEM must-haves and SEO are journeys packaged of message placemessage with your journeys packaged must-haves tours message tours
1 2 3 4 5 1
2
Online Online research behavior Make research behavior Make varies your varies between between your brand brand bookers and discoverable fastfastbookers and discoverable intensive online intensive online researchers researchers
3
4
5
Many OTA and Many opportunities to More mobile OTA and opportunities to More mobile aggregators aggregators catch devices will catchsearching searching devices will dominate the dominate the consumers, lead lead more travel consumers, totomore travel list of visited but only one to related queries list websites of visited but only one to related queries convince websites convince
6 7 8 9 10 6
7
© Travel & Tourism | Customer Journey Travel | March 2014
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9 10
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THANK YOU FOR YOUR ATTENTION Matthias Hartmann, CEO GfK Group
ITB Berlin, March 4, 2014 © Travel & Tourism | Customer Journey Travel | March 2014
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