© GfK 2014 1

POWER TRENDS IN TRAVEL

Turning research into

business opportunities

Judith Nijk, Laurent de Groof

GfK

© GfK 2014 2

Albania Algeria Argentina Australia Austria Azerbaijan Bahrain Bangladesh Belgium Bolivia Bosnia-Herzegovina Botswana Brazil Bulgaria Cambodia Canada Chile China

Colombia Croatia Cyprus Czech Republic Denmark Ecuador Egypt Estonia Finland France Georgia Germany Greece Guatemala Hong Kong Hungary India Indonesia

Iran Iraq Ireland Israel Italy Ivory Coast Japan Jordan Kazakhstan Kenya Korea Kuwait Kyrgyzstan Latvia Lebanon Libya Lithuania Macedonia

Malaysia Mexico Montenegro Morocco Mozambique Netherlands New Zealand Nigeria Norway Oman Pakistan Panama Paraguay Peru Philippines Poland Portugal Qatar

Romania Russia Saudi-Arabia Senegal Serbia Singapore Slovakia Slovenia South Africa Spain Sudan Sweden Switzerland Syria Tajikistan Taiwan Tanzania Thailand

Tunesia Turkey Turkmenistan Uganda Ukraine United Arab Emirates United Kingdom Uruguay USA Uzbekistan Venezuela Vietnam Yemen

GfK Group: active in more than 100 countries

© GfK 2014 3

GfK Group: Consumer choises & experiences

© GfK 2014 4

GfK Solutions within the Travel Industry

Retail tracking Audience tracking Purchase tracking

Travelscan

© GfK 2014 5

6 Powertrends in Travel GfK Global Travel Market Insights

© GfK 2014 6

26%

52%

9%

13%

Package travel

Acco only

Only transport

Transport & Accoseparate

Total Number of

Bookings: 5.856.263

Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.

Source: GfK TravelMonitor and GfK Media Efficiency Panel 2014

1 INSIGHT

More than 50% of all bookings is accomodation only

© GfK 2014 7

1 Source: GfK MobilitätsMonitor, 20,000 private households in Germany 2 Source: overlap of GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012

Today Internet is part of nearly all consumer journeys of

European travelers

1 1 2 2005/06 2008/2009 2014

50

Usage of internet as information and/or booking channel

for travel bookings between 2005 and 2014 (%)

1 INSIGHT

Pure Offline

Conversions

(booking and

research)

Online is part

of consumer

journey

(booking and/

or research) 50

42

58

10

90

© GfK 2014 8

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

Cross-channel usage is strong, so ensure synergy

of message across on- and offline touch points

INSIGHT 2

75%

2012

© GfK 2014 9

Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.

Source: GfK TravelMonitor and GfK Media Efficiency Panel 2014

INSIGHT 2

14 10 75 15% 18% 67%

2014

But online is growing fast. All ready 2/3 is internet only

in the Netherlands.

© GfK 2014 10

Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.

Source: GfK travel Monitor and GfK Media Efficiency Panel 2014

Internet by far the most important touch point in the

customer journey. Travel agent and catalogues in decline

for package travel

INSIGHT 3

0,3

8

13

12

83

0

5

2

2

80

0,5

2

3

2

90

Tourist Office

Travel Guide Books

Catalogues

Travel Agency

Internet

Hotels

Flights

Package

Travel

© GfK 2014 11

Audience tracking

© GfK 2014 12

Laptops and PC’s are still the dominant way for travelers to

orientate, but tablets are ascending quickly.

63% 64%

12% 17%

25% 19%

0%

20%

40%

60%

80%

100%

AVG 4 Tour Operators Booking.com

Tablet

Phone

PC / Laptop

INSIGHT 4

Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.

Source: GfK travel Monitor and GfK DDMM april-aug 2014

© GfK 2014 13

2014

Reach, contact frequency and time spend are measured

on an individual level. Neckermann increase in June also

visible in market share on packaged tours.

500.000

1.000.000

1.500.000

2.000.000

2.500.000

3.000.000

3.500.000

April May June July August

Sunweb

Neckermann

Corendon

Arke

INSIGHT 4

Vis

itors

Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.

Source: GfK travel Monitor and GfK DDMM april-aug 2014

© GfK 2014 14

30%

50%

70%

avg 4 Tour Operators Sunweb

Vrouwen 13+

Mannen 13+

INSIGHT 5

Websites are profiled. On average more women visit

travel websites.

Vrouwen vinden Harry

blijkbaar leuker dan

mannen

Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.

Source: GfK travel Monitor and GfK DDMM april-aug 2014

© GfK 2014 15

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

Digital touch points help consumers to find out about their actual

wishes and needs, so make your brand "discoverable" online

INSIGHT 6

Start Booking

Same color represents visit to same retailer

Ag

gre

ga

tor

Se

arc

h

Air

D

es

tin

ati

on

R

eta

ile

r

14 visits

1 visit

2 visits

33 visits

6 visits

20 19 18 17 16 15

14

13

12

11 10

9

8 7

6

5 2

1 4

3 21 25

24

23

22 26

30 29

28

27

31 32 33

11 10 9 8 7 6 5 4 3 1 2 12 13 14

4 2 3 1 1 2 2 3 4

1

1 2

• 68% of retailer consideration

set is fixed in first half of all

orientation actions

• 67% of all unique actions are

fixed in the first half of all

orientation actions

© GfK 2014 16

Being present on all touchpoints is becoming mission critical

tagesg

eld

INSIGHT

25% 10x ~2/3 About a quarter of

travel bookers

don’t know they’re

going to book a

holiday

3 months before

purchase

They consider ten

times more brands

than they expect

upfront

After the booking

they forget two

third of the brands

they considered

6

© GfK 2014 17

6 Insights learned from GfK Purchase Journey

1 Internet

is part of 90%

of the

consumer

journeys 2

Cross-channel

usage is strong,

ensure synergy

of message 3 Travel

agencies and

catalogues are

still important

touch-points for

packaged

tours

5 25% of travel

bookers don’t know

they are going to

book a holiday

3 months before

purchase

1 Internet

is part of 90%

of the

consumer

journeys 2

Cross-channel

usage is strong,

ensure synergy

of message 3

7 Make

your brand

discoverable

online 10 Multi device

Strategies need

deep understanding

of mobile behavior 4 25% of travel

bookers don’t know

they are going to

book a holiday

3 months before

purchase 5

Make

your brand

discoverable

online 6 Multi device

strategies need

deep understanding

of mobile behavior

But travel

agencies and

catalogues become

less important

for packaged

tours

© GfK 2014 18

Judith Nijk

Business consultant Travel

Judith.nijk@gfk.com

+31 (0)20 713 30 23

Laurent de Groof

Managing consultant

laurent.de.groof@gfk.com

+31 (0)162 38 43 63