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1. Travel. Insights.

2. What are Travel Clients Trying to Achieve?
How do customers hear
about their business for
the first time?
Word of mouth, TV,
social, search, blogs, etc.
Awareness
Do they have competition and
what factors help consumers
choose?
Online research, friend
recommendations, YouTube
videos, etc.
Consideration
Where do sales happen?
Online, offline, phone,
lead gen?
Sales Loyalty
Do they leverage loyalty
programs or social for
advocate programs?
Email, social, CRMs,
programs, clubs, etc.
Think with Google
Travel Path to
Purchase

3. The APAC Travellers Path to Purchase
APAC TNS Travel Accommodation
Study - July 2013

4. sites are visited before booking vacation
38

5. Most Travel Site Visits are Made 1 Week Prior to
Booking
5 weeks out
4 weeks out
2 weeks out
1 week out
week of booking
3 weeks out
2.5 visits
3 visits
3.4 visits
5.2 visits
6.9 visits
15.5 visits
Note: read as the average booker makes 15.5 visits to travel
sites in the week leading up to the vacation package booking,
on PCs only.
Expedia Media Solutions, “The Traveler’s Path to Purchase” conducted by Millward Brow Digital, 2013

6. Mature Markets in Particular, Many Travellers
Use Only Online to Plan
APAC TNS Travel Accommodation
Study - July 2013
57%
use only online
42%
use only online
14%
use only online
12%
use only online28%use only online
APAC

7. What are Travel Clients Trying to Achieve?
Emerging market travellers consult more sources than mature markets
APAC TNS Travel Accommodation
Study - July 2013
2
sources
3
sources 5
sources
5
sources

8. APAC Travellers use Online Primarily to
Compare Products, Prices and Features
APAC TNS Travel Accommodation
Study - July 2013
20%
Get ideas /
inspiration
15%
Discover relevant
brands
65%
Compare
products, prices,
features
26%
Look for opinions
and reviews
21%
Look for offers
and coupons
6%
Watched relevant
videos online

9. Videos Bring Life to Travellers’ Destination
Dreams
APAC TNS Travel Accommodation
Study - July 2013
have seen a video about
their destination
of emerging
market travellers
52%
of mature
market travellers
36%

10. And Emerging Market Travellers are the Most
Strongly Influenced by Video Content
APAC TNS Travel Accommodation
Study - July 2013
that online videos strongly
influence their decision on what
accommodation to choose in
emerging markets
80% agree
that online videos strongly
influence their decision on what
accommodation to choose in
mature markets
70% agree

11. Almost 5 in 10 Emerging Market Travellers use a
Smartphone to Plan their Next Stay
APAC TNS Travel Accommodation
Study - July 2013
46%
24%
33%
18%
Emerging markets Mature markets
used Mobile
used Tablet
used Mobile
used Tablet

12. Travellers Consult Direct Website as Frequently
as OTAs on their Smartphones
APAC TNS Travel Accommodation
Study - July 2013
Mature market travellers who
used smartphones:
used search engines47%
Emerging market travellers
who used smartphones:
used direct websites20%
used OTA sites or
apps22%
used search engines46%
used direct websites32%
used OTA sites or
apps
32%

13. Online is the Most Used Channel for Booking
Hotels in Mature Markets in APAC
APAC TNS Travel Accommodation
Study - July 2013
57%
41%
emerging
mature
66%
53%
emerging
mature
Emerging markets still have room for growth
Book accommodation online Intend to in the future

14. In APAC, Online Heavily Influences the Purchase
of Flights
APAC TNS Travel Accommodation
Study - July 2013
17%
Research online
before purchasing
offline Purchased online
78%

15. Most APAC Travellers Start Research about
Flights DAYS or WEEKS before Purchase
Moments before purchase
Hours before purchase
Days before purchase
Weeks before purchase
Months before purchase
More than months before purchase
13%
11%
24%
25%
15%
3%
80%
of APAC Travellers use
Search Engine

16. People are Looking for Hotels Online
Google Internal Data
5 Billion Queries
over the last 12 months
in APAC
+30%
3 star hotels

17. USA
Australia
Great Britain
France
Germany
Russia
Japan
Singapore
Canada
Malaysia
Thailand
Spain
Italy
India
Netherlands
Korea
Hong Kong
Indonesia
Philippines
Switzerland
Top 20 Inbound Countries Based
on Search Queries
Japan
Australia
China
Spain
Indonesia
United Arab Emirates
Philippines
Brazil
Korea
Belgium
Top 20 Outbound Countries Based
on Search Queries
Hong Kong
USA
Thailand
Singapore
Germany
Malaysia
Great Britain
Cambodia
Italy
France
Vietnam

18. Travel Seasonality for Flights & Hotels
Google Internal

19. Travel Search Queries Breakdown
Google Internal
Vietnam