1. A faster way for travelers to discover
weekend getaways and small business
owners find customers

2.  USA travelers = 115 million (50% of total
population)
 Average annual household spend = $2,878
 Average household/family size = 2.60/3.19
 Average household that travel -> Between 36 &
42 millions
 Estimated annual travel spend -> Between
$104B and $120B
 PhoCusWright estimates global spending
(online & offline) at $1 trillion

3.  Websites on computer (66%)
 Personal recommendations (29%)
 Online ads (14%)
 Tablets (11%)
 Smartphones (11%)
 Printed guidebooks (10%)
 Travel agents (7%)
 Travel providers (7%)
 Brochures (6%)
 Travel bureaus (4%)
 Printed advertising (3%)
 TV/Radios (3%)
Question: What sources of information did you use to help you select the destination(s)
for this trip? Select all that apply.
Base: Independent destination selectors (2010 N=1,462; 2011 N=1,202; 2012 N=1,434)
Source: PhoCusWright’s Consumer Travel Report Fifth Edition

4. • General Search Engines (Google, Bing) – 53%
• Online Travel Agents (Expedia, Travelocity, Orbitz) – 43%
• Traveler Review Websites (Lonely Planets, TripAdvisors) – 29%
• Travel Search Engines (Kayak, Gogobot, Hipmunk) – 25%
• Travel Provider Websites (Airlines, hotel chains, car rentals) – 24%
• Destination Sites (Tourism bureaus) – 19%
• Deal Newsletters (TravelZoo) – 11%
• Travel Guides (Frommers, Fodors, RickSteves) – 10%
• Social Networking Sites (Facebook) – 10%
• Newspaper Sites (NYTimes, New York Magazines) – 5%
Question: What type(s) of Web sites did you use? Select all that apply.
Base: Independent destination selectors (2010 N=1,462; 2011 N=1,202; 2012 N=1,434)
Source: PhoCusWright’s Consumer Travel Report Fifth Edition

5.  Promote local tourism & economy
 Provide travelers with ease of use interface to publicly
available information
 Gamify travel experience (e.g. points for certain locations;
create geocache by photo clues) and foster experience
sharing
 Facilitate car travel planning as 26% of surveyed
intend to increase amount of travel by private
vehicles; whereas only 19% by airplane and 9% by
rail
 Fast tool for destination selection and comparison
 Mobile apps to help travelers identify points of interests,
restaurants, shopping on travel site
 Offline tools for budgeting

6.  Ease of use over content
 Total price displayed
 Easy to find
 Clean design
 Speed
 Best price options over reduced booking fees
 Users’ trust & comfort over data collection
 Easy comparison
 Personalized offers

7.  Agency-based commission
 Accommodation (e.g. AirBnB™, BedandBreakfast™,
OTA)
 Transportation (e.g. rail, car rental, bus, ferry,
airline)
 Advertising
 Google Adsense™
 Sponsored ads from local vendors
 Sponsored ads from local tourism bureaus

8.  Initial data content sourcing & tagging of
keywords using official tourism bureaus
 Lightly curated location profiles
 Medium term: build user-provided content to
reinforce keyword weighting
 Allow user tags
 Extract key words from forum for each location

10. Perform
Discovery
Compare
Recommendation
s
Finalize Travel
Components
Perform Post-
Purchase
Research
Take the Trip
• Clean & fast
search
• Relevant results
& information
• Multitude of
pricing options
• Clear "best"
pricing
• Local providers
contact info
• Traveler
reviews
• Traveler photos
• Professional
photos
• Simple
transaction
interface
• Minimal
relevant
information
collection
• Links to content
providers
• Budget tools
Route planning
tool
• Mobile apps
with saved
itineraries
• Check-in and
photo sharing
• Offline
reminder tools
• Audioguides (?)
• GPS function
with saved
checkpoints
• Accommodatio
n check-in tool

13.  Budget Tool (49%)
 Price Including Fees (43%)
 Interests/Activities (43%)
 Travel Ratings/Reviews (39%)
 Included Amenities (43%)

14.  Cosmetic / Conveniences
 Recommendations/Merchandising
 Core Search Results
 Design Elements Needed
 Interactive maps
 Traveler reviews
 Professional reviews
 Professional photos
 Traveler photos

15.  1-2 Trips (58%)
 3-5 Trips (35%)
 6+ Trips (8%)
(only trips including overnight accommodated
were counted)

16.  Percentage of all trips
 Quick Getaways: 3 nights or less (44%)
 Short Vacations: 4-6 nights (28%)
 Long Vacations: 7-13 nights (21%)
 Extended Stays: 14+ nights (6%)
 Average days by incidence
 Quick Getaways: 3 nights or less (63%)
 Short Vacations: 4-6 nights (53%)
 Long Vacations: 7-13 nights (42%)
 Extended Stays: 14+ nights (13%)

17.  Priceline™ ($ 5.2B)
 Expedia™ ($ 4B)
 Orbitz™ ($ 779MM)
 TripAdvisors™ ($ 559MM)