Eyefortravel global consumer report

1. SELECTED EXTRACTS FROM THE TRAVEL CONSUMER REPORT, 2012-13
MULTI-
NATIONAL USA UK FRANCE GERMANY NETHERLANDS
Travel Consumer Engagement Report, 2012-13
Are you targeting the right investment?
§ Mobile is receiving greater investment, but is this where your consumers
want your attention?
Strategic investment decisions are being made against the backdrop of changing
consumers’ research and booking behaviours. To inform those decisions Eyefortravel
conducted research on 8,400 travel consumers in five major travel markets, to determine
the pain points and preferences that drive direct and indirect sales. This is combined
with analysis from 20+ travel executives and critical market data on budget allocation
and the level of investment by your competitors.
§ Breakdown of responses
2
1,00
USA
3,
04
The United Kingdom
Total:
4
2,3 3 0
France
8,406 Germany
The Netherlands
1, 8
0 1 2 1,0 1
Mobile influence and investment
§ Mobile influence and investment
US based consumers noticeably found travel websites they visited more mobile friendly,
with dutch travellers finding travel websites aimed at them the least easy to use.
Easy 4
Could be improved 3 3.15 3.07 2.97
(2,242) 2.90 2.78
(1,582) (759) (792) (554)
Frustratingly difficult 2
Unable to complete task 1
USA The United France Germany The
Kingdom Netherlands
Overwhelmingly, travel consumers believed that travel websites could be improved.
§ Mobile optimisation
Mobile optimisation is becomingly increasingly important, with ease of use on a smartphone
making a significant positive impact on the likelihood of a consumer booking.
Q To what extent would a website that is easy to use on a smartphone impact
on your decision to make your holiday or travel bookings on a website?
4% 6% 5% 5%
9% 16% 8% 10% 8%
16%
32% 17% 17%
21%
21%
Total Total Total Total Total
3,044 2,330 1,018 1,012 1,002
56% 62% 62% 66% 60%
USA The United France Germany The
Kingdom Netherlands
Significant Slight Slight Significant
positive impact positive impact negative impact negative impact
§ Mobile influence and investment
While it is clear that there is consumer demand for investment in mobile,
has this been reflected by the travel community?
There is clearly an increase in mobile investment; however the percentages
are significantly less than seen for other marketing priorities seen elsewhere
in the Travel Consumer Report, 2012-13.
§ Mobile investment by OTAs
39%
34% 34%
28%
Strongly disagree
18% 19%
Disagree
10% 10% Neutral
6%
3% Agree
Strongly agree
Have increased mobile investment Will increase mobile investment
past 3 months next 3 months
§ Mobile investment by suppliers
39% 38% 37%
33%
Strongly disagree
17%
Disagree
8% 9% 10% Neutral
5% 6%
Agree
Strongly agree
Have increased mobile investment Will increase mobile investment
past 3 months next 3 months
The reasons for this may stem from the difficulty in attributing successes directly
to mobile investment. Only 35% of OTAs and 42% of Suppliers agreed that mobile
generated direct bookings.
§ Mobile’s success for OTAs § Mobile success for suppliers
43%
40%
Strongly disagree
36%
29% Disagree
Neutral
16% 14%
Agree
7% 6% 4% 6%
Strongly agree
Generated direct bookings Generated direct bookings
§ Further questions answered in the EyeforTravel Consumer Report, 2012-13
• Key factors in the current consumer’s booking pathway and how they want to book in the future
• Comparative data on the booking and research funnel comparing: including hotel accommodation vs.
non-hotel accommodation; air vs. train travel; package vs. cruise holidays
• The extent to which suppliers and intermediaries have improved consumer engagement through mobile
• Marketing budget priorities for suppliers and intermediaries
• Proprietary data on social media and mobile trends
§ Join the Conversation!
facebook.com/eyefortravelGlobal
uk.linkedin.com/in/piersfrench
@eyefortravel
Thank you for your interest in the Travel Consumer Report.
Eyefortravel hopes you found the information extracted from
the report interesting, but this is only the beginning of the
discussions around the evolving demands of consumers in
developed markets.
§ To receive the latest discounts
on the Travel Consumer Report,
2012-13 for you and/or
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