No Trip Without the Web -the Role of the Internet for Travel Planning & Booking

1. No Trip Without the Web - the Role of the
Internet for Travel Planning & Booking
Yahoo! Insights
December 2010

2. Summary
• Swimming holidays and city breaks are the most popular types of holiday.
• Most trips take place within Germany. Other popular destinations are Austria, Spain and
Italy.
• In choosing a holiday, destination plays the biggest role, more than the price and the
planned date.
• The trend is clearly toward online booking: in the next 12 months 84% of respondents
plan to book a trip on the web.
• Already, city and event travel are above all booked online, as well as flight tickets and
last-minute trips.
• By far, the most important source of information for travel preparation is the Internet.
Aside from the Internet, recommendations from friends and catalogues play the greatest
role, and are used for advice more than travel agencies.
• When looking for information on the web, users access providers' websites, use search
engines or make use of comparison sites.
• Most important for users of the web are travel reports by others, comparison of offers
and terms, and the option to book the trip directly.
NAVIGATION SOURCE SLIDE
Yahoo! Deutschland | ENIGMA GfK 08/03/2011 2

3. No Trip Without the Web - the Role of the
Internet for Travel Planning & Booking
Travel activities in general

4. 4

5. 8 out of 10 have taken a holiday at least
once in the last year
Number of trips in the last 12 and for the next 12 months
in %
1 time 2 times 3 times 4 times & more
in the last 12 months 33 23 10 12 78
Short trip
(up to 4 days)
planned in the next 12 months 32 27 12 12 83
in the last 12 months2 48 23 8 2 81
Holiday
(5 days or more)
planned in the next 12 months2 50 26 8 2 86
in the last 12 months3 13 7 4 8 32
Business
trip
planned in the next 12 months3 12 6 4 9 31
NAVIGATION SOURCE SLIDE
Base: all respondents Yahoo! Deutschland | ENIGMA GfK 08/03/2011 5

6. The Germans prefer
to stay at home
Travel destinations in the last 12 months
in %; multiple answers
Germany 67
Austria 20
Spain/Balearic Islands/Canary Islands 15
Italy 14
France 10
Turkey 10
Netherlands/Belgium/Luxembourg 10
Switzerland 9
(other) Central/Eastern Europe 7
Great Britain/Ireland 7
USA/Canada 5
Greece 4
North Africa 4
Far East 4
former Yugoslavia 3
Portugal 2
Caribbean 2
the rest of Africa 1
Arabian Peninsula 1
Latin America 1
Australia/New Zealand/South Pacific 1
NAVIGATION SOURCE SLIDE
Base: all respondents Yahoo! Deutschland | ENIGMA GfK 08.03.2011 6

7. Every third person was most recently on a
swimming holiday
Type of trip/holiday for the last journey
in %
Swimming/Sun holiday 34
City break 18
Tour 6
Trip to an event 6
Business trip 6
Walking/Hiking holiday 5
Wellness holiday 3
Countryside/Farm holiday 3
Health/Spa holiday 3
Ski/Winter sport holiday 2
Fitness/Sport holiday 2
Cruise 2
Language/Learning/Culture/Study 1
Other 10
NAVIGATION SOURCE SLIDE
Base: all respondents Yahoo! Deutschland | ENIGMA GfK 08.03.2011 7

8. 8

9. Where to go? Destination dominates the
holiday decision, not price
Reasons for booking the last trip
in %
Destination 68
Price 48
Planned date 42
Availability 20
Have booked there previously 18
Trust in the provider 13
Affinity for the provider 8
Environment (ie CO2 emissions) 2
Other 8
No special reason 8
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 9
or are planning a trip in the next 12 month

10. Every third person spends more than
2,000€ per year for private travel
Household budget for private travel per year
in %
37%
27
26
18
17
7
2
1 1
less than 1,000 to 2,000 to 4,000 to 6,000 to 8,000 to 10,000€ or no answer
1,000€ 2,000€ 4,000€ 6,000€ 8,000€ 10,000€ more
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months or Yahoo! Deutschland | ENIGMA GfK 08.03.2011 10
are planning a trip in the next 12 month

11. Summary of general travel activities
• The most frequently booked trips are holidays lasting at least 5 days, but short trips of up
to 4 days are also very popular.
• 50 percent of trips are swimming/sun holidays and city breaks, when considering the
most recent trip made.
• In choosing a holiday, destination plays the biggest role, more than the price and the
planned date.
• Most trips take place within Germany. 2 out of 3 respondents have made at least one
journey in Germany in the past 12 months. The most popular other European countries
are Austria, Spain and Italy.
• The annual budget for private travel is over 2,000€ for every third person.
NAVIGATION SOURCE SLIDE
Yahoo! Deutschland | ENIGMA GfK 08.03.2011 11

12. No Trip Without the Web - the Role of
the Internet for Travel Planning & Booking
Travel planning & booking

13. 13

14. Almost everyone has booked a trip in the
last year, 78% of them on the web
Date of the last travel booking Share of online bookings
in % in %
4
13
longer 22
16
6-12 months ago
97%
78
4-6 months ago
68
last 3 months
Online Offline
Travel in total
NAVIGATION SOURCE SLIDE
Base: respondents who have booked a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 14

15. 86% intend to book a holiday
in the next 12 months
Date of the next travel booking Share of online bookings
in % in %
later 16
4
22
in 6 to 12 months
20
86% 84
in 4 to 6 months
44
in the next 3
months
Online Offline
Travel in total
NAVIGATION SOURCE SLIDE
Base: respondents who are planning a trip in the next 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 15

16. 16

17. The trend toward online booking continues
Online booking: last vs. next trip
in %
84
78
last travel booking next travel booking
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 17
or are planning a trip in the next 12 month

18. Trend toward online booking in all areas
Online booking: last vs. next trip (1)
in %
last booking
next booking
76
66 65
62 63 63
56 56 58
53
47 47
39 40
Swimming/Sun Wellness holiday Culture/Study Tour Winter sport Sport holiday City break
holiday holiday
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 18
or are planning a trip in the next 12 month

19. Only cruises do not show a trend toward
online booking
Online booking: last vs. next trip (2)
in %
last booking
next booking
79
68
64 62
59 61 60
57
53 52
49 50 50
40
Countryside Walking holiday Cruise Health/Spa Travel for an Business trip Other trip
holiday event
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 19
or are planning a trip in the next 12 month

20. All travel services will be booked online
more often in the future
Online booking: last vs. next travel service booking
in %
last service booking
next service booking
83 85
77 79
73 71
70
67
61
54
Hotel stay Flight tickets Rail tickets Package tour Last-minute travel
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 20
or are planning a trip in the next 12 month

21. No Trip Without the Web - the Role of
the Internet for Travel Planning & Booking
The Internet as a source of information
and decision-making prior to booking

22. 22

23. The Internet is by far the most important
source of information for travel planning
Information channels/sources used in travel bookings
in %; multiple answers
Internet 96
Catalogues/brochures 62
Acquaintances 59
Travel agency 55
Travel guide 39
Newspapers & magazines 32
Television 23
Radio 10
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 23
or are planning a trip in the next 12 month

24. What sources on the Internet are used
to plan a trip?
24

25. First point of contact online: tour operators,
search engines and comparison sites
Internet information channels/sources used in travel bookings
in %; multiple answers
Sites of travel providers 76
Search Engines 75
Comparison sites & online travel services 63
Sites of regional Tourist Offices 41
Blogs, social networks, discussion forums 16
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 25
or are planning a trip in the next 12 month

26. For (winter) sports, search engines are
the most important source on the Internet
Internet information channels/sources used in travel bookings (1)
in %; multiple answers
Sites of travel providers Search engines
Comparison sites & online travel services Sites of regional Tourist Offices
Blogs, social networks, discussion forums
68
63
62
60
59
58
55
54
54
53
52
52
51
51
50
49
45
44
44
44
41
33
30
28
27
23
21
20
13
10
9
9
9
8
7
Swimming/Sun Wellness Culture/Study Tours Winter Sports Sports City Break
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 26
or are planning a trip in the next 12 month

27. Tourist Offices are comparatively
important for walking holidays
Internet information channels/sources used in travel bookings (2)
in %; multiple answers
Sites of travel providers Search engines
Comparison sites & online travel services Sites of regional Tourist Offices
Blogs, social networks, discussion forums
80
59
57
55
54
49
48
46
43
40
40
40
39
38
36
34
34
34
30
30
29
29
28
26
23
14
13
10
9
8
8
7
7
4
2
Countryside Walking holiday Cruise Health/Spa Travel for an Business trip Other travel
holiday event
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 27
or are planning a trip in the next 12 month

28. For packages and last-minute travel,
provider sites are visited above all
Internet information channels/sources used in travel service bookings
in %; multiple answers
Sites of travel providers Search engines
Comparison sites & online travel services Sites of regional Tourist Offices
Blogs, social networks, discussion forums
80
72
61
59
58
53
52
51
51
50
48
46
41
34
25
22
10
7
7
6
5
4
4
3
2
Hotel stay Flight tickets Rail tickets Package tours Last-minute travel
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months Yahoo! Deutschland | ENIGMA GfK 08.03.2011 28
or are planning a trip in the next 12 month

29. Opinions and experiences of others are
very important for users
Topics researched on the Internet related to travel bookings
in %; multiple answers
Customer reports 70
Comparison of services and conditions 64
Option to book online 62
Information on attractions at desination 61
Information on concrete travel offers 57
Test results 52
Information about travel services 49
NAVIGATION SOURCE SLIDE
Base: respondents who use the Internet to inform themselves for at least part of the Yahoo! Deutschland | ENIGMA GfK 08.03.2011 29
bookings

30. The Internet is valued for useful
information and speed
Suitability of the Internet as a source of information for travel
in %; multiple answers
fully applies generally applies
One often obtains useful information and tips for travel on
37 47 84
the Internet
If I search for specific information on travel, I find it quickly 34 50 84
It is now simply a matter of course that one advertises on the
41 40 81
Internet
It would be good if I only get travel advertising that interests
33 33 66
me
I am surprised that some tour operators never advertise on
15 24 39
the Internet
If I come across advertising for travel on the Internet, I often
12 26 38
click on it
NAVIGATION SOURCE SLIDE
Base: all respondents who have taken a trip in the last 12 months or Yahoo! Deutschland | ENIGMA GfK 08.03.2011 30
are planning a trip in the next 12 month

31. Summary
Internet as a source of information for travel
• The Internet is by far the most important source of information on the subject of travel.
• In addition, respondents consult catalogues and brochures or ask friends for advice. Only
after that do they use a travel agency.
• 96% have previously used the Internet for travel information. The Internet is the most
important source of information for all types of travel. 9 out of 10 respondents (also)
informed themselves on the Internet for hotel accommodation and air tickets.
• When looking for travel information on the Internet, travel provider sites and search
engines are used the most.
• Reports from customers on the experience and comparisons of services and conditions
are the most popular content.
NAVIGATION SOURCE SLIDE
Yahoo! Deutschland | ENIGMA GfK 08.03.2011 31

32. No Trip Without the Web - the Role of
the Internet for Travel Planning & Booking
Conclusion & methodology

33. Strategic recommendations for action
Analysis
The right user The right message The right time
Onliner: potential ~50 million* Main reasons for travel Planned holiday trips per year
bookings
97%
68%
travel regularly
Destination
Analysis
50% one trip
48%
Price
26% two trips
84%
will book online in 42%
the future Date 10% at least three trips
• Four out of five Internet users intend to book travel online in the future
 The Internet is now the most important point of sale!
• Key criteria when planning travel are destination, price and travel date
 Individual address with high relevance is critical for making the purchase
• One in three Internet users plans to travel at least twice per year
 Continuous address with long range increases the campaign's success
NAVIGATION SOURCE SLIDE
* Source: AGOF Internet facts 2010-II; Base: adults aged 14 years (Internet users - WNK), potential: Yahoo! Deutschland | ENIGMA GfK 08/03/2011 33
49.68 million

34. And if you could go somewhere entirely
different...
"If someone were to give you the gift of a trip to an extraordinary place, which
of the following destinations would you be most likely to choose?"
in %
don't
know
none of these
destinations South
6
Pacific
Centre of 11
the Earth
2
North Pole 8
54
9
Moon
10
Himalayas
NAVIGATION SOURCE SLIDE
Base: respondents planning a trip in the next 12 month Yahoo! Deutschland | ENIGMA GfK 08.03.2011 34

35. Outline
Client Yahoo! Deutschland GmbH
Implementation ENIGMA GfK Medien- und Marketingforschung GmbH
Survey period September 2010
Base Internet users over 18 years old in Germany who have
made at least one trip in the last 12 months or are
planning a trip in the next 12 months
Sample 1,506 respondents
Weighting By age, gender and education
Survey method Online interviews in a panel
NAVIGATION SOURCE SLIDE
Yahoo! Deutschland | ENIGMA GfK 08.03.2011 35

36. Thank you!
Yahoo! Deutschland GmbH
Theresienhöhe 12
80339 Munich
kontakt@yahoo-inc.com
Tel: +49 (0)89 23197-0