The New Always-Connected Travel Consumer

CTO Forum, London,

3rd November 2013

Gina Baillie, GM, EyeforTravel Ltd.

@anigba

The 5 Stages of Travel

Dreaming

Researching

Sharing

Experiencing

Booking

Travel stages courtesy of Google Inc

Mobile is powering bookings…

45.3% of travelers surveyed would make a last-minute booking on a tablet up to a week before travel, while

43.8% would do so on a mobile

Source: EyeforTravel’s Social Media & Mobile in Travel Distribution Report 2013

@anigba

Mobile Budgets Are Increasing

In 2013, 57.3% of travel brands surveyed planned to increase mobile spend…

…..versus 52.3% in 2012

@anigba

Mobile leads to new customers

In the first 2 months after the launch of its iPad app, Jetsetter saw over 250,000 downloads and 7,000 new customers

Savvy travel brands ARE making money from mobile

• In 2011 InterContinental Hotels Group (IHG) had seen revenues from mobile rise from $1 million to $10 million in just 12 months

• By the end of 2012 mobile revenues hit $330 million

• In 2013 it’s hitting $40million per month

Where are travel marketers spending their mobile budgets?

@anigba

@anigba

Wide cultural variances

@anigba

EyeforTravel Ltd.

Attitudes vary by country

50% of Dutch40% of French40% of Brits35% of Americans29% of Germans….

….would not book travel via a smartphone

@anigba

Trend for last minute

• Google reported that 41% of last minute queries to airline websites were via mobile devices

• For hotels, 33% of last minute queries were via mobile devices

@anigba

Germans still like to book early….

62% of Germans will book via a tablet a month or more in advance with just 7% booking on the day

Whereas in France…

53% would book a month or more in advance and 10% would book on the day

2 consumer comparisons

German travel consumers

• Don’t like to book last minute (even via a mobile)

• Most likely to use a mobile device whilst on holiday compared to other nations

• 39% want to check-in via their mobile

• Slow loading times (33% significant impact) and negative reviews were strongest deterrents to booking (30%)

• 43% don’t share travel plans with friends/family via social media

Dutch travel consumers

• Higher aversion to booking via a smartphone (50% - often citing security/payment as a concern) but are much less averse to booking via a tablet

• Prefer to use mobile for map function (43%) and reviews (44%)

• Hidden costs (56%) and slow load times (42%) biggest deterrents to booking

• They like to be able to compare deals (62% said this would mean more likely to book)

• Less social with 55% never share travel plans with friends via social media

How much do consumers want to spend?

Of those willing to spend on mobile, the majority felt

comfortable purchasing up to a value of €600 via mobile

@anigba

Mobile is not just about bookings….

…your customer is looking to interact with your brand via mobile

@anigba

Travel is by definition mobile – and social!

30% of Brits and 37% of Americans like to share their travel experience via social media during

their trip

@anigba

Mobile-originated content is dominating the social media space. Short videos, photography and micro-blogging can add real value to your proposition

@anigba

‘Social media and mobile are not two entities to be worked on separately. They are part of a multichannel consumer environment and must always be considered in terms of their impact across all channels’

Source: EyeforTravel’s Social Media & Mobile in Travel Distribution Report 2013

@anigba

SoLoMo - Integrate your mobile and social strategies!

Gatwick airport uses a Social, Local and Mobile approach

They have a presence across Facebook, Twitter, Foursquare, Soundcloud, and Instagram

The result?• 50% of passenger enquiries at Gatwick are now via

their mobile site

• The size of their Facebook community has ballooned to 42,700 fans

• Over 100,000 check-ins at Foursquare locations, 40,000 offers claimed

• First airport worldwide on Instagram – 3,125 followers , 4,500+ images tagged #gatwick or #gatwick airport

@anigba

Data is becoming social media’s key unique selling point for travel brands as the consumer information available is vast and highly useful…

@anigba

Wearable Technology opens up exciting new opportunities for

destinations…

http://www.youtube.com/watch?v=Vo96VxzM_4A

With thanks to Robert Patterson, VP of Social Media & Influencer Marketing MMGY Global

Tourism Victoria – The Remote Control Tourist

http://www.youtube.com/watch?v=hQ5PSCNFHq8@anigba

To conclude:• Social Media, Mobile, Tablet and

(shortly) wearable technology are opening up a wide range of new and exciting opportunities to engage the new always connected customer

• It’s not all about bookings – but driving awareness, engagement and loyalty is important

• European attitudes to privacy, security and technology vary so watch out

Thank You!

Gina BaillieGM

EyeforTravel Ltd.+44(0)207 375 7197

gina@eyefortravel.com@anigba