Key Takeaways Include: * The most popular travel destinations among consumers * What foreign travelers are researching for when planning travel to the US * The consumer profiles of travel websites visitors and any profile shifts that have occurred * The most effective channels for driving traffic to travel websit

1. On The Road Again:
Insights on the Online Travel Market
May 25, 2011
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2. Intro & Agenda
 Key Trends & Emerging Websites
 Drivers of Traffic
 Search Behavior – Road Trips & Vacations
 Global Search Behavior – Top US Destinations from Other Markets
 Key Takeaways
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3. Key Trends & Emerging Websites
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4. Overall Current Travel Landscape
Visits to Travel websites down 4% YoY
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5. Searches for Gas Prices
Consumer interests naturally rise with cost
Source of gas price information: Energy Information Administration
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6. Search Behaviors for Gas Prices
Consumers tend to be concerned with local markets
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7. Searches for Gas Prices
Price sensitivity varies by state
Source of gas price information in Ohio: Gas Buddy
Source of gas price information: AAA and OPISNET
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8. Specificity in “Gas Prices”
Web-users become specific about looking for cheap local gas
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9. Traffic to US CVBs and STOs is Recovering
Following a depressed 2010 season, share is up
+ 10% YoY
-3% YoY -13% YoY
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10. Geography for Myrtle Beach CVB
More local visitors, capitalize on proximity
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11. Growth in Travel Flash Sales
New channels to distribute distressed inventory
+498%
+1025%
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12. Attractive Demographics of Travel Flash Sales
Over-indexes with older, more affluent audience
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13. Drivers of Traffic to Travel Websites
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14. Consumer Behavior Largely Unchanged
Search & Cross-Shopping drive highest share of traffic
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15. Cross-Shopping Behavior
Highest overlap between airlines & OTAs
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16. Key Drivers of Traffic
Airlines & cruises most active with social networks
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17. Key Drivers of Traffic to Maps & Road Guides
Search even more critical to attract visitors
Sources of Traffic to
Maps & Road Guides, April 2011
Other 27% 36%
Search Engines 4%
46%
Travel 6%
4%
Social Networks
6%
Shopping &
Classifieds 7% Business &
Finance 8%
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18. Search Behavior –
Road Trips &
Vacations
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19. Demographics of Driving Direction Searchers
Majority are older with mid HH income
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20. Geography of Driving Direction Searchers
Heavy concentration in middle America & east coast
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21. Searches for Driving Direction & Road Trips
Highly branded but significant content opportunities
Road Trip
Road Trip from
Across
Ohio to Florida
America
San Francisco Denver to
to San Diego Yellowstone
Road Trip Road Trip
Driving Trip
California
Tennessee
Coast Road
South Carolina
Trip
Virginia
Road Trip to East Coast
Sedona Road Trip
Road Trip from
Perfect Road
Michigan to
Trip in Missouri
Tennessee
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22. General Interest in “Myrtle Beach” Grew
Targeting cold weather markets proved fruitful
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23. Searches for Vacations
For Family Vacations, “All Inclusive” Trumps “Cheap”
NB Excludes
“family”,
“vacation” and
“vacations” –
these are
overwhelmingly
the top terms
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24. “Family” Travel Search Traffic
Publishers win majority, but opportunities for better optimization
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25. Adult & Romantic Vacation/Getaway Searches
Romantics Stay Local for Their “Getaways”
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26. Search Term Variations for Honeymoons
“Honeymoon” Searches Peak with “Wedding” Searches
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27. Search Term Variations for Honeymoons
“Packages” are tops
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28. Search Term Variations for Honeymoons
USA is most searched destination
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29. Visiting the US – Destination Trends from Australia,
Brazil, Canada, France & UK
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30. Importance of Travel and Seasonality by Market
Australians are consistently interested in travel
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31. Canadian Interest in US Travel Destinations
Warm weather and Canadian sites
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32. Brazilian Flight Searches to US
Miami & Orlando are the main destinations
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33. Brazilian Searches for US Destinations
Disney & Orlando Theme Parks dominate
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34. UK Searches for US Destinations
Hoping for „fun in the sun‟
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35. “Voyages” – The French Market
Bright lights, big cities are key interests
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36. Reaching International Markets
Bi-lingual content for French and Brazilian Markets
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37. Australian Flight Searches to US
Hawaii & Los Angeles are popular flight choices
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38. Australian Searches for US Destinations
Vegas baby, Vegas!
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39. Key Takeaways
 Monitor consumer concern about gas prices & other economic indicators to
understand impact on travel decisions.
 Identify opportunities to capture foreign travel dollars by offering content
around popular destinations in additional languages, local search engines &
alternate payment options.
 Search & cross-shopping remain key – consumers are going to many places
for travel information, so provide compelling content to develop the
relationship:
► Partner with theme-focused websites to benefit from their SEO efforts.
► Think about the language – “romantic getaways” vs. “family vacations”.
► Consumers love lists! Offer content that highlights the „top‟ and „best‟ of a
destination.
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40. © 2011 Experian Information Solutions, Inc. All rights reserved.