Primul studiu public despre obiceiurile de cumparare a pachetelor turistice in mediul online, prezentat de Daedalus Millward Brown la eTravel Conference 2013 (www.etravel conference.ro)

1. 1
Click & Go! Online Holiday Making
April, 2013, Bucharest

2. Agenda 2
 Methodology
 How do Romanians spend their holidays?
 How did their last trip looked like?
 Mapping Online the Routes
 Some conclusions

3. Methodology 3
Who did we When? How? Where?
talk to?
600 Internet January Random Members of
users, 2013 Online
Interviews
18-55 y.o.,
from urban
areas
Consumer
Panel

4. 4
First, some
context :
How do
Romanians spend
their holidays?

5. Romanians 2012 vacation map 5
53%
20%
ABROAD
People 18-24 y.o. or students Romania or …while those 25-34 y.o. or those
who went in Romania are Abroad with high income that went
significantly more, compared to abroad, are more;
the average… 68%
…and respondents from Bucharest, or
those with high education level or full
ET 1. During the past 12 months… time employees went both ways
more than the average has;

6. 6
How did their last
trip look like?

7. Type of services used when in holidays 7
Romania Holiday Abroad holiday
Makers Makers
N*=331 N**=120
% %
Meals/ restaurants 83.7 95.0
The accommodation 77.9 80.8
Tickets to
museum/concerts/shows 59.8 73.3 
Tickets for train/local
48.9 60.8 
public transportation
Travel insurance 18.4 66.7 
The plane tickets 14.2 Ad-hoc local 61.7 
trips, pool/spa
access, rentals Access to facilities
Car rental services 8.8 21.7  included (massage,
sauna, fitness),
travel guides
Other services 42.9 45.8 local trips,
boat/ship trips
*Base: Respondents whose last trip was in the country
**Base: Respondents whose last trip was abroad
ET 2. Please think of your last trip/vacation you made in the country. Which of the following best describes the way you purchased these services for that trip/vacation? ET 3. Please think
of your last trip/vacation you made abroad. Which of the following best describes the way you purchased these services for that trip/vacation?
 Significant differences towards Romanian holiday makers (95% level of confidence)


8. Services purchased by the supplier type 8
Romania Holiday Abroad holiday
Makers Makers
N**=120
N*=331
%
%
Haven’t
Haven’t used any of Only from
Only from
used any of these travel
travel
these services agency
agency
services 1.7% 10.0%
4.5%
5.4%
Both
directly and Only
from travel directly
agency from
18.7% providers
41.7%
Only Both
directly directly and
from from travel
providers agency
71.3% 46.7%
*Base: Respondents whose last trip was in the country
**Base: Respondents whose last trip was abroad
ET 2. Please think of your last trip/vacation you made in the country. Which of the following best describes the way you purchased these services for that trip/vacation? ET 3. Please think
of your last trip/vacation you made abroad. Which of the following best describes the way you purchased these services for that trip/vacation?
 Significant differences towards Romanian holiday makers (95% level of confidence)


9. Way to purchase services – DIRECTLY FROM PROVIDERS 9
Romania Holiday Abroad Holiday
Makers Makers
N*=298 N*=106
% %
Face to face 70.5 69.8
By phone 33.9 13.2 
Online 29.2 50.0 
*Base: Respondents who purchased services/products directly from providers
ET 4. You said you have purchased a service or more directly from providers when you went last time on vacation in the country. How did you place the order for the purchased services
when you went last time on vacation in the country? ET 5.How did you place the order for the purchased services when you went last time on vacation abroad?
 Significant differences towards Romanian holiday makers (95% level of confidence)


10. Way to purchase services – TRAVEL AGENTS 10
Romania Holiday Abroad Holiday
Makers Makers
N*=77 N*=68
% %
Face to face 59.7 60.3
By phone 31.2 33.8
Online 18.2 19.1
*Base: Respondents who purchased services/products from a travel agency
ET 6. You said you have purchased a service or more from a travel agency when you went last time on vacation in the country. How did you place the order for the purchased services
when you went last time on vacation in the country? ET 7.How did you place the order for the purchased services when you went last time on vacation abroad?
 Significant differences towards Romanian holiday makers (95% level of confidence)


11. 11
Mapping the
Routes Online

12. Online activities performed in the past 6 months (1) 12
66% 28%
Looked up for Bought
information accommodation
23%
Bought
transportation
31% 30% 55%
Read online travel Asked for Searched
guides, before advice on social comments on
deciding where to go networks forums
14% 13% 4%
Bought plane Bought public Rented a car
tickets transportation
*Base: Respondents who had a vacation in the last 12 months
ET 8. Which of these activities have you done in the past 6 months?

13. Online activities performed in the past 6 months (2) 13
15% 13%
Went for a Culture
(tickets for museums,
promotion shows)
11%
Full package
7%
Last minute
7%
Early booking
4%
A city break
6%
offer Travel
insurance
*Base: Respondents who had a vacation in the last 12 months
ET 8. Which of these activities have you done in the past 6 months?

14. Activities performed online by holiday makers 14
N*=288 In Romania holiday Makers N*=288 In Romania holiday Makers
N*=770 N*=770 Abroad holiday Makers
Abroad holiday Makers
% %
Bought tickets to 10.1
Searched for comments on 50.3
museums/concerts 16.9
forums/online
communities 63.6 5.9
Bought plane tickets
27.3 
30.6 Bought a full travel package 8.7
Asked for advice on social
networks online 13.0
27.3
5.2
Bought last minute offer
9.1
25.7
Read travel guides, before 4.5
decide Bought early booking offer
41.6  10.4
3.1
Bought travel insurance
22.9 13 
Bought accommodation
Rented a car during the 2.4
35.1
vacation/holiday 5.2
2.8
12.8 Bought a city break offer
Bought tickets for local 3.9
public transportation
9.1 21.9
None of these
6.5
*Base: Respondents who had a vacation in the last 12 months
Those who have been both in Romania and abroad were excluded
ET 8. Which of these activities have you done in the past 6 months?
 Significant differences towards Romanian holiday makers (95% level of confidence)


15. Channels used for holiday related purchases 15
I have
bought…
%
Tickets for public transportation N*=46 80.4 13.0 6.5
Plane tickets N*=56 75.0 10.7 14.3
Tickets to the museums/concerts N*=47 68.1 8.5 23.4
Rented a car N*=15! 60.0 26.7 13.3
Travel insurance N*=25! 60.0 24.0 16.0
The accommodation N*=106 50.0 14.2 35.8
A last minute offer N*=29! 44.8 27.6 27.6
Services
bought An early booking offer N*=28! 35.7 32.1 32.1
mostly from
Online Travel A city break offer online N*=17! 35.3 35.3 29.4
agents
A full travel package online N*=41 31.7 48.8 19.5
Directly from the provider's website
From online travel agencies
From websites where you can compare more offers
*Base: Respondents who have done this activity in the last month (NORMALIZED DATA) Treat data with caution due to small base size!
ET 8. Which of these activities have you done in the past 6 months? ET 9. And from where did you …?

16. 16
Enjoy your next holiday!
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