Global Insight: Internet Usage Patterns in Travel Industry

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Demography.....................................................................................................................2
Gender.............................................................................................................................5
Access..............................................................................................................................5
Broadband Access............................................................................................................6
Languages on the Web......................................................................................................9
Top Ten Online Language Populations............................................................................9
Other Languages on the Web .........................................................................................9
Searches and Search Engines .........................................................................................12
E-mail Marketing............................................................................................................15
Digital Media..................................................................................................................17
Smart TV.........................................................................................................................19
E-Commerce (Electronic Commerce) ...............................................................................20
M-Commerce (Mobile Commerce)...................................................................................25
References.....................................................................................................................33

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Demography
There were an estimated 2,405,518,376 internet users worldwide for mid-year 2012 (June 30, 2012), according
to Internet World Stats. This represented about 34.3% of the population worldwide and a 566.4% growth
compared to 2000. (Internet World Stats, 2012)
Over 2.7 billion people were using the internet
in the first quarter of 2013, according to ITU.
This represented 39% of the world's
population. In the developing world, 31% of the
population is online, compared with 77% in the
developed world.
Europe is the region with the highest internet
adoption rate in the world (75%), followed by
the Americas (61%). In Africa, 16% of people
are using the internet, only half the penetration
rate of Asia and the Pacific. (ITU-The world in
2013 -ICT Facts and Figures, 2013)
There were 2.4 billion internet users (2,405,510,175) worldwide in the first quarter of 2012, according to
Internet World Stats data updated June 30, 2012. China was the largest countries in terms of internet users with
over 538 million users. (Top 20 Internet Countries by Users, 2012)
Internet Users by Region
Region Users
Asia 1,076,681,059
Europe 518,512,109
North America 273,785,413
Latin America/Caribbean 254,915,745
Africa 167,335,676
Middle East 90,000,455
Oceania/Australia 24,287,919
Worldwide 2,405,518,376
44.8%
21.5%
11.4%
10.6%
7%
3.7%
1%
INTERNET USERS WORLDWIDE BY REGIONS, MID-YEAR
2012 (JUNE 30, 2012)
Asia
Europe
North America
Latin America/Caribbean
Africa
Middle East
Oceania/Australia
Source: Internet World Stats, Oct 2012
Europe,75%
TheAmericas,61%
CIS,52%
ArabStates,38%
Asia&Pacific,32%
Africa,16%
A DOP TION R A TE
INTERNET USER ADOPTION RATE BY
REGION, IN Q1 2013
Source: ITU-The world in 2013 -ICT Facts and Figures, Feb 2013
538
254.2
137
101.2 87.3 68 67.5 55 52.7 52.3 48.4 42 42 40.3 36.5 35.8 33.6 31.6 31 29.8
0
100
200
300
400
500
600
TOP 20 INTERNET COUNTRIES WORLDWIDE AT MID-YEAR 2012 (IN MILLIONS)
Source: Internet World Stats, Oct 2012

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The Middle East and North African countries have relatively low overall internet penetration. However, the young
culture, as well as the experience and coordination of 2011's Arab Spring events, are bringing many more online.
Google and Booz&Co. surveyed internet users between the ages of 15 and 35 (an age range believed to make
up 40% of the population) in Saudi Arabia, UAE, Egypt, Bahrain, Kuwait, Qatar, Jordan, Algeria and Lebanon. The
results showed a digitally engaged population with room to bring technology further into their lives and society.
Overall, 83% of these internet users reported using the internet daily. And when users went online, they stuck
around, with 99% of daily users spending over 30 minutes online, well above the 82% who spent over 30 minutes
watching TV. More than four in 10 users spent at least five hours per day on the internet.
Home was the primary access point for respondents, with North Africa posting the highest percentage of people
accessing from a home base (83%). By comparison, in the richer Gulf countries, seven out of 10 accessed from
home, while nearly as many accessed on the go. The more expensive and newer smartphone devices are making
big strides in the oil-rich region. Most in the Middle East and North Africa already own standard mobile phones.
Internet cafes remain relevant in North Africa primarily, used for access by just under two out of 10 respondents.
This is a common trend in the developing world, where people first go online at these locations before access is
supplanted by home computers and mobile devices. In Lebanon and Jordan, the Levant countries, public spaces
saw the greatest web use of all regions, suggesting that Wi-Fi hotspots have caught on here.
Internet users in Middle East and North Africa, by access location, July 2012 (% of respondents):
 At home: 70% in Gulf Cooperation Council* / 75% in the Levant** / 83% in North Africa***
 On the move: 65% / 53% / 28%
 Public spaces: 20% / 22% / 13%
 Internet cafes: 9% / 9% / 17%
* Gulf Cooperation Council: Bahrain, Kuwait, Qatar, Saudi Arabia, and the UAE.
** Levant: Lebanon and Jordan.
*** North Africa: Egypt and Algeria.
Tablets have also made major advances among internet users in the Gulf especially; penetration of these devices
among the connected youth (36%) was more than half of smartphone ownership (61%).As elsewhere, watching
short videos online is one of the most popular daily activities among internet users in each country, according to
the survey. About four in 10 users throughout the Middle East and North Africa also reported paying to download
media at least once a week.
And social networking was, of course, quite popular among the young respondents, with 61% spending more
than two hours per day on social sites.
In the developing region, where the internet is often associated with a more open culture, there are still many
areas where a technology upgrade is seen as potentially beneficial. Nearly half of respondents believed
healthcare was in need of technology improvement, and over four out of 10 cited education.
Internet access in the Middle East and Africa will continue expanding at the fastest pace worldwide, according
to eMarketer estimates. In these countries, the energy and engagement of the younger generations will drive
technological change throughout the region. (eMarketer, 2013)
The study found that, among all BRIC countries, India had the sharpest growth in unique website visitors between
2011 and 2012, at 41%, more than double the growth rate in second-place Russia. And India's online growth
still has some distance to go before it hits a ceiling, since most of its online category stats under index when
compared to global averages.
Internet users in BRIC, July 2012:
 China: 336.0 million (+5% compared to July 2011)
 India: 62.6 million (+41%)

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 Russia: 59.0 million (+20%)
 Brazil: 52.0 million (+6%)
(eMarketer, 2012)
Venezuela posted the highest growth in internet users worldwide between April 2011 and April 2012, at 62%,
according to comScore. (eMarketer, 2012)
The global market for information and communications technology (ICT) is expected to grow by 1.9% to 2.3 trillion
euros in 2010, according to the European Information Technology Observatory (EITO). In the crisis year of 2009,
sales fell by as much as 1.6%.
EITO indicates that the global high-tech markets are recovering appreciably from the economic crisis and that
signs are once again pointing toward growth. In the industrial countries, increasingly companies are investing
again in modern IT systems. The drivers of growth are the emerging countries of China, India and Brazil, whose
high-tech markets have been able to make strong gains in spite of the crisis.
In 2010, the emerging countries will provide additional impetus to the markets and if the economic recovery
continues, the global ICT market will grow by 3.7% to 2.4 trillion euros in 2011, according to EITO.
The economic crisis had only a slight impact on the global telecommunications market. After a slight dip of 0.5%
last year, 2010 sales will grow by 2.9% to 1.4 trillion euros, according to EITO's forecast. The telecommunications
market is marked by technological and structural changes, according to EITO. As a result, people are making
fewer phone calls on the fixed network and, instead, are using mobile phones or internet telephony more often.
In the meantime, 18% of all households in the US no longer use the fixed network, preferring to use their mobile
phones exclusively. In Japan, it is 20% and in Italy it is even 26% of households. Accordingly, sales of fixed
network voice services have been declining for years. In 2010, they will fall worldwide by 4.6%. On the other
hand, the mobile market is growing slightly, up 1.4% to 417 billion euros. The strongest growth is posted by data
services, both fixed network as well as mobile. Sales of internet connections and data services on a fixed network
will grow in 2010 by 7% to 198 billion euros, according to EITO data. Mobile data services are posting even
stronger growth: up 16% to 141.5 billion euros. Mobile internet is conquering the mass market, according to
EITO.
With the exception of Russia, the so-called BRIC countries (Brazil, Russia, India and China) were hit less severely
by the global economic and financial crisis and are posting the strongest growth. After posting 10%, the Chinese
IT market will gain 11%, up to 33.6 billion euros, in 2010. In India, IT sales will also grow by 11%, to 14 billion
euros. By comparison, in the EU, the market will grow in 2010 by only 0.2%, to 303 billion euros. In the US, sales
in IT hardware, software and IT services will drop slightly in 2010, down 0.8% to 304 billion euros.
62%
34%
29%
24% 22%
19%
16% 14% 13% 11% 9%
0%
10%
20%
30%
40%
50%
60%
70% LEADING COUNTRIES WORLDWIDE, RANKED BY GROWTH IN INTERNET
USERS, APRIL 2012 (% CHANGE VS. PRIOR YEAR):
Source: eMarketer, July 2012

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A similar picture emerges in the telecommunications market. The growth markets are in the BRIC countries. In
2010, the Chinese telecom market will grow by 8% to 126 billion euros, while the Indian market will grow by 15%
to 40.5 billion euros. In India only a third of the population uses a mobile phone; in China, about half. In Germany
for example, it is roughly 80%. Powered by the success of smartphones and mobile internet services, the telecom
market in the US will grow by 1.6% to 324 billion euros. In the EU, the plus is only 0.1% to 346 billion euros.
(EITO, 2010)
Gender
More men than women used the internet in the first quarter of 2013, according to ITU. Globally, 37% of all women
are online, compared with 41% of all men. This corresponds to 1.3 billion women and 1.5 billion men.
The developing world is home to about 826 million female internet users and 980 million male internet users.
The developed world is home to about 475 million female internet users and 483 million make internet users.
The gender gap is more pronounced in the developing world, where 16% fewer women than men use the internet,
compared with only 2% fewer women than men in the developed world. (ITU-The world in 2013 -ICT Facts and
Figures, 2013)
Access
41% of the world's households are connected to the internet in the first quarter of 2013, according to ITU. Half
of them are in the developing world, where household internet adoption has reached 28%.
In the developed world, 78% of all households are connected to the internet. 90% of the 1.1 billion households
not connected to the internet are in the developing world.
Europe and Africa are the regions with the highest and the lowest levels of household internet adoption
respectively: 77% in Europe, compared with 7% in Africa.
The majority of households in the Americas are online (61%), compared with around one third of households in
the Arab States and Asia and the Pacific.
Between 2009 and 2013, internet penetration in households has grown fastest in Africa, with annual growth of
27%, followed by 15% annual growth in Asia and the Pacific, the Arab States and the CIS. (ITU-The world in 2013
-ICT Facts and Figures, 2013)
Iceland was the country with the highest level of internet usage in year-end 2011 with 97.8% of the population
online, according to Internet World Stats. (TOP 50 COUNTRIES WITH THE HIGHEST INTERNET PENETRATION
RATE, 2012)
Iceland,97.8%
Norway,97.2%
Sweden,92.9%
FalklandIslands,92.4%
Luxembourg,91.4%
Greenland,90.2%
Australia,89.8%
Netherlands,89.5%
Denmark,89%
Finland,88.6%
Top ten countries worldwide with the highest internet level, year-end 2011
Source: Internet World Stats Newsletter Number 073 - May 8, 2012 , May 2012

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Broadband Access
By 2012, the majority of countries had reached the Broadband Commission target of offering basic fixed-
broadband services at below 5% of monthly GNI p.c., according to ITU.
The total number of fixed broadband subscriptions in developing countries surpassed those in developed
countries in the first quarter of 2013, but there is still a wide gap when it comes to fixed-broadband adoption
rates, with 6.1% in developing countries (and less than 1% in Sub-Saharan Africa), compared with 27.2% in
developed countries.
Uptake of high-speed broadband (at least 10Mbits/s) is highest in some Asian economies, including the Republic
of Korea, Hong Kong (China) and Japan, and in several European countries such as Bulgaria, Iceland and
Portugal. In Africa, less than 10% of fixed (wired) broadband subscriptions offered speeds of a least 2Mbit/s.
This is also the case of several countries in Asia and the Pacific, the Americas and some Arab States.
Mobile broadband sees continuous high growth, with more than 2 billion subscriptions worldwide expected by
the end of 2013. Mobile-broadband subscriptions have climbed from 268 million in 2007 to 2.1 billion in 2013.
This reflects an average annual growth rate of 40%, making mobile broadband the most dynamic ICT market. In
developing countries, the number of mobile-broadband subscriptions more than doubled from 2011 to 2013
(from 472 million to 1.16 billion) and surpassed those in developed countries in 2013. Africa is the region with
the highest growth rates over the past three years and mobile-broadband adoption has increased from 2% in
2010 to 11% in 2013. (ITU-The world in 2013 -ICT Facts and Figures, 2013)
There were over 600 million broadband subscribers globally in the first quarter of 2012, indicating a further
acceleration in growth as over 100 million new lines were added (20% of the total) in less than 18 months,
according to a report prepared for industry body the Broadband Forum by UK research firm Point Topic.
Worldwide growth during the first three months of 2012 was estimated at 16.12 million broadband lines, up
from just over 14 million in the last quarter of 2011. This represents a quarterly rise of 2.7% and an annual
increase of 11.48%.
Asia continues to be the biggest overall region with 262 million broadband subscribers in total, having added
8.5 million new lines at a growth rate of 3.38% in the quarter and 15.19% in the year.
Few changes emerged in the Top 20 Broadband Country Rankings, although Russia, Brazil and India all
continued to show above average growth rates both in the quarter and annually, with Ukraine and Turkey also
showing high growth.
China can celebrate the highest number of new broadband subscribers with an annual growth of 26.4 million
(giving a 19% annual growth rate). The highest annual growth rates were posted by Russia (27.43%) and the
Ukraine (26.82%), with China, India and Brazil also posting double-digit annual increases.
DSL remains the most popular access technology on a global basis: despite its market share dropping by 0.5%
in the quarter, there is still a long way to go before the copper-based access technology is overtaken, according
to Oliver Johnson, CEO of Point Topic. (Beach, 2012)
African ministers have set a target of delivering broadband to 80% of the continent's citizens by 2020. Dina Pule,
South Africa's deputy minister of communications told the delegates of the inaugural ICT Indaba conference,
which took place on 4th-7th June in South Africa, that a framework had been created that would position Africa
on a trajectory of sustained development through the deployment of broadband connectivity. The minister also
said that a target was set to increase Africa's influence of telecoms standards worldwide by contributing to ITU
regulations, a move that would benefit developing countries. (Har-Even, 2012)
The days of dial-up internet access (speeds up to 128Kb) are numbered as consumers around the world opt for
the fast and even super-fast internet connections now available. The Nielsen Company recently measured and
compared connection speeds on home computers during February 2011 across nine countries and analyzed

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whether speed affects the amount of time consumers spend online. The connection speeds were divided into
four groups: 'slow' (up to 512Kb), ‘medium' (512Kb - 2Mb), ‘fast' (2Mb - 8Mb) and 'super-fast' (8Mb+).
In all but one of the nine countries measured, ‘fast' is now the most common connection speed and only a small
percentage of people are on 'slow' speeds. On average, across the nine countries, 19% of internet users connect
at 'super-fast' speeds, 47% at ‘fast' speeds, 26% at ‘medium' speeds and 8% are on ‘slow' speeds. Only Brazil
contradicts this trend with almost half (48%) of home internet users on ‘medium' connection speeds and almost
one-third (31%) on ‘slow' speeds.
Switzerland has, by far, the fastest-connected population, with 88% of consumers online at home connecting at
speeds greater than 2Mb - and 38% having a ‘super-fast' 8Mb+ connection. Following Switzerland, the US (29%)
and Germany (27%) have the greatest concentration of people on ‘super-fast' connections. In fact, all three
countries now have more people connecting at ‘super-fast' speeds than at ‘medium' speeds (512Kb to 2Mb).
Compared to the opposite end of the spectrum, Brazil has 8 times more internet users on ‘medium' speeds
(48%) than on ‘super-fast' speeds (6%).
So how does connection speed impact how much time people spend online - do higher speeds mean greater
efficiency, therefore, less time online or does the higher quality experience encourage greater activity? The
answer - there's no single pattern across all the countries measured; however, those on the slowest speeds tend
to spend the least time online at home. Only France and Germany negate the trend among the nine measured,
and in six of the nine countries consumers using ‘fast' (2Mb-8Mb) connections spend the most time online.
Switzerland shows the most linear pattern - the faster the speed the more time spent online - as people using a
‘super-fast' connection (21 hours, 20 minutes) spend twice as much time online as people using a ‘slow'
connection (10 hours, 1 minute). Italy is the only other country that follows this linear pattern, but the differences
in time are much less noticeable.
In fact, for all the countries except Switzerland, the absolute differences in time across the different speeds are
generally not that large. Only in Australia, the UK and Spain do we see noticeable differences between those
spending the least time online from home computers (people on ‘slow' connections) and those spending the
most time (the ‘fast' connectors). (nielsen, 2011)
1.4 billion People globally will access both fixed-line and mobile broadband by 2015 as usage grows rapidly and
services converge, according to Ovum.
Ovum also found that in 2015 approximately 3.6 billion people will be able to access broadband services, 50%
of the world's population.
Michael Philpot, Ovum analyst and co-author of the reports, commented that Broadband access is now as
important as other essential utilities such as gas, water and electricity. In the developed world it has become a
basic requirement and penetration is above 60% of households in many markets.
In 2015, the majority of users (1.4 billion) will access both fixed-line and mobile services, showing a trend
towards convergence of services. These ‘dual access subscribers' will mainly be in the developed markets of
North America, Western Europe and Asia Pacific, where 84% will have dual access.
Mobile broadband will continue to grow rapidly and by 2015 one billion people will use it as their only form of
internet access, which is 28% of all users globally or 13% of the world's population. This will mainly be driven by
emerging markets in Eastern Europe (where 38% of broadband users will be mobile only in 2015), South and
Central America (35%) and Asia Pacific (34%).
Steven Hartley, Ovum principal analyst and report co-author, indicated that the primary reason for the strength
of the mobile broadband market in the emerging markets is a lack of fixed-line infrastructure. However the areas
that see the greatest penetration are those where there are affordable devices and sufficiently capable mobile
networks. For this reason the strongest markets for mobile broadband will be Eastern Europe, where 38% of
broadband users will be mobile only in 2015, South and Central America with 35%, and Asia Pacific with 34%.
(Datamonitor, 2011)

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Global fixed broadband subscriptions will reach half a billion
in 2010, driven by continued growth in emerging markets,
according to Informa Telecoms & Media. Fixed broadband
markets in mature countries are fast approaching saturation
point, but tens of millions of homes in some of the world's
largest markets, such as China and India, are still without
connectivity and it is these developing regions that are
poised to drive a second wave of broadband growth.
The number of net new fixed broadband subscriptions in
2009 grew to over 480 million, largely as a result of
accelerating growth in emerging markets. That number is
expected to reach 500 million this year. China, Russia,
Mexico, India and Vietnam were among the countries that
recorded the greatest leaps in fixed-broadband subscription
numbers in 2009.
Analyst figures indicate that seven of the top 20 countries
by fixed broadband subscription count at the end of
September 2009 could be classified as emerging markets.
The number of net additions in each of these countries was
up substantially year-on-year, while those of the world's
largest developed markets were either flat or down.
(Telecoms, 2010)
Countries by fixed broadband subscriptions,
September 2009
Rank Country Subscriptions
1 China 91,348,000
2 US 82,846,600
3 Japan 31,240,000
4 Germany 25,114,300
5 France 19,306,400
6 UK 18,033,300
7 Korea 16,238,262
8 Russia 12,356,100
9 Italy 12,116,350
10 Brazil 10,951,600
11 Spain 9,681,520
12 Canada 9,562,000
13 Mexico 8,771,100
14 India 7,653,460
15 Netherlands 6,274,000
16 Turkey 6,166,800
17 Australia 5,968,000
18 Poland 5,654,100
19 Taiwan 5,549,440
20 Argentina 3,543,800
Source: Informa Telecoms & Media

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Languages on the Web
Top Ten Online Language Populations
There were 565,004,126 English speaking people using the internet in May 2011, representing 26.8% of all the
internet users in the world.
Statistics compiled and updated on 31st May 2011 by Internet World Stats shows that the top 10 languages on
the web were:
Arabic (+2,501.2%), Russian (+1,825.8%) and Chinese (+1,478.7%) are the three languages that recorded the
biggest growth rates between 2000 and 2011. (Internet World Stats, 2011)
Other Languages on the Web
The report found that three quarters of those surveyed say they are maintaining and increasing translation
budgets for 2012, according to a global survey by Frommer's® Unlimited, the business-to-business division of
Frommer's®.
Half of the travel organizations surveyed currently operate a site in one language, a third operate sites in up to
five languages and a fifth have sites in more than 5 languages. For 2012 that will increase - 26% said they plan
to have up to 5 language sites and 17% plan to have more than 5 language sites.
The survey of 350 travel organizations was undertaken with global digital travel news service Tnooz and
respondents included airlines, agents, tour operators and consolidators, hoteliers, tourist boards, car rental, rail,
travel insurance, publishing and cruise companies. (Travelmole, 2011)
60% of all video views on YouTube come from non-English speakers, according to an exclusive report from Janko
Roettgers of GigaOM's NewTeeVee,
301.4%, 565004126
1478.7%, 509965013
807.4%, 164968742
110.7%, 99182000
990.1%, 82586600
174.1%, 75422674
2501.2%, 65365400
398.2%, 59779525
1825.8%, 59700000
107.1%, 39440000
588.5%, 350557483
English
Chinese
Spanish
Japanese
Portuguese
German
Arabic
French
Russian
Korean
Rest of the Languages
TOP TEN ONLINE LANGUAGE POPULATIONS AND GROWTH 2000-2011
Source: Internet World Stats, Top ten online language, 2000-2011
Chinese Speaking Internet Users
Regions Internet User Penetration Facebook Users
China 513,100,000 38.3% 527,380

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YouTube recently announced that they were
adding a couple new African languages
(IsiZulu and Afrikaans) bringing YouTube to
a total of 51 languages. They also offer
country-specific recommendations and
content in 34 different countries around the
globe. (Social Times, 2011)
There were 407,650,713 internet users in Chinese speaking regions worldwide in December 2009, representing
22.6% of the total online population worldwide and 29.7% of the Chinese speaking regions population, according
to Internet World Stats. (Internet World Stats, 2011)
There were 71,782,234 internet users in German speaking regions worldwide in December 2009, representing
4% of the total online population worldwide and 75% of the German speaking regions population, according to
Internet World Stats. (Internet World Stats,
2009)
There were 60,252,100 internet users in
Arabic speaking regions worldwide in
December 2009, representing 3.3% of the
total online population worldwide and
17.5% of the Arabic speaking regions
population, according to Internet World
Stats. (Internet World Stats, 2011)
Arabic Speaking Internet Users
Algeria 4,700,000 13.4% 2,835,740
Bahrain 694,009 57.1% 316,340
Comoros 37,472 4.7% 13,840
Djibouti 61,320 8.1% 51,240
Egypt 21,691,776 26.4% 9,391,580
Iraq 1,303,760 4.3% 1,303,760
Jordan 1,987,400 30.5% 1,987,400
Kuwait 1,100,000 42.4% 880,720
Lebanon 1,367,220 33.0% 1,367,220
Libya 391,880 5.9% 391,880
Mauritania 100,333 3.0% 83,260
Morocco 15,656,192 48.9% 4,075,500
Oman 1,741,804 57.5% 362,280
Qatar 1,231,567 70.0% 323,280
Saudi Arabia 11,400,000 43.6% 4,534,760
Somalia 106,000 1.0% 55,140
Sudan 4,200,000 11.4% n/a
Syria 4,469,000 19.8% n/a
Tunisia 3,856,984 36.3% 2,799,260
United Arab Emirates 5,859,118 70.9% 2,769,020
Palestine 1,512,273 58.8% 711,440
Yemen 2,606,698 10.8% 318,420
TOTAL 86,077,806 23.9% 34,572,080
Source: Internet World Stats, Dec 2011
There were 139,849,651 internet users in Spanish speaking regions worldwide in December 2009, representing
7.8% of the total online population worldwide and 34% of the Spanish speaking regions population, according
to Internet World Stats. (Spanish Speaking Internet Usage Statistics, 2011)
Spanish Speaking Internet Users
Hong Kong 4,894,913 68.7% 3,793,100
Macao 308,797 53.9% 199,720
Singapore 3,658,400 77.2% 2,661,360
Taiwan 16,147,000 70.0% 11,600,000
TOTAL 538,109,110 39.2% 18,781,820
German Speaking Internet Users
Regions Internet User Penetration
Austria 59,367,00 72.3%
Germany 61,973,100 75.3%
Liechtenstein 23,000 66.2%
Luxembourg (50%) 193,500 78.9%
Switzerland (63.7%) 3,655,934 75.5%
TOTAL 71782234 75.0%

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Argentina 28,000,000 67.0% 17,581,160
Bolivia 1,985,970 19.6% 1,482,800
Chile 10,000,000 59.2% 9,020,800
Colombia 25,000,000 55.9% 15,799,320
Costa Rica 2,000,000 43.7% 1,638,420
Cuba 1,702,206 15.4% n/a
Dominican Republic 4,120,801 41.4% 2,514,120
Ecuador 4,075,500 27.2% 4,075,500
El Salvador 1,257,380 20.7% 1,257,380
Equatorial Guinea 42,024 6.3% 18,180
Guatemala 2,280,000 16.5% 1,740,660
Honduras 1,067,560 13.1% 1,067,560
Mexico 42,000,000 36.9% 30,990,480
Nicaragua 663,500 11.7% 663,500
Panama 1,503,441 43.4% 895,700
Paraguay 1,523,273 23.6% 954,980
Peru 9,973,244 34.1% 7,886,820
Puerto Rico 1,698,301 42.6% 1,361,020
Spain 30,654,678 65.6% 15,682,800
Uruguay 1,855,000 56.1% 1,479,580
Venezuela 10,976,342 39.7% 9,579,200
TOTAL 182,379,220 43.1% 125,689,980

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Searches and Search Engines
75% of users never scroll past the first page of search results, according to a survey by Marketshare.Hitslink.com
in October 2010.
The average click-through rate worldwide for paid search in 2010 was 2%, according to research by Covario in
January 2011.
Average click-through rate for paid search worldwide in 2010:
 Bing: 2.8%
 Google: 2.5%
 Yahoo!: 1.4%
 Yandex: 1.3%
(HubSpot - 100 Awesome: Marketing Stats Charts & Graphs, 2011)
Microsoft has rolled out an update to its Bing app, gracing it with a new travel feature, a "nearby" feature, and
some map enhancements. The Bing app is Microsoft's answer to the search-friendly Google Mobile App. Bing
offers voice activated search, maps and directions, and a few other tricks meant to help iOS users get the
information they need.
New in version 1.3 of Bing is also a flight and travel deals search engine that predicts whether travel prices for
your destination will increase or decrease in the near future. The "nearby" feature lets you know about hot places
near your location by employing the iPhone's geo-location capabilities. Bing's map feature has also been
enhanced with new pop ups that display over the maps, providing info on traffic, business listings, and more.
Finally, Microsoft added neighborhood labels to make it easier to find certain locations. Bing is a free app that
runs on iOS 3.0 or later. (Hotelmarketing, 2010)
TechCrunch has reported that Google has acquired visual travel search engine Ruba. Now, Google corrected the
news, saying it didn't actually acquire Ruba, but the team behind Ruba will be joining the Google team to work
on iGoogle and other projects.
Ruba offer users a way to visually browse through cities and their attractions around the world, offering photo-
rich guides and an emphasis on making it easy to quickly discover new locations. The site is headed by Mike
Cassidy, who has founded a number of successful companies, including Xfire, which sold to Viacom in 2006 for
$102 million.
Guides are all written and submitted by users, with Ruba pulling from Google and Flickr APIs to help pinpoint
locations and provide some sample photos (users can submit their own, too). The site, which is similar in some
ways to TripAdvisor, features integration with Twitter and Facebook Connect, allowing users to broadcast where
they're headed and ask friends for input. Integrating hotel links into Maps and listing hotels with room rates. The
search giant is also supposedly in talks to buy fare shopping software ITA software, according to the USA Today.
(Hotelmarketing, 2010)
It's not a coincidence that Facebook has begun to surpass Google as the most visited site in the US. The shift
will continue as we change our behavior from searching for things to discovering things through our social
networks and geo-location services.
Over the past few years, there has been an underlying shift in the way we use technology in our lives. This could
be simply described as moving from user-initiated (search) to auto-serving (suggestions) technologies, and it's
about to change the way we live, communicate, make money, shop, collaborate and more. Instead of actively
searching for things, we will be presented with them, as we live our lives.

13
Facebook's new "instant personalization" is just the beginning of an era in which we will slowly allow more and
more technologies to shape our discovery and decision processes. As they become more integral to our lives,
search as an activity will become less relevant, according to a story at Mashable. (Mashable, 2010)
Google has started experimenting with a new feature that will result in showing specific prices for selected hotel
listings. The feature is being made available to a small proportion of users. With this feature, when users search
for hotels on Google Maps, they will be able to enter the dates they plan to stay and see real prices on selected
listings.
This new feature will not change the way that hotels are ranked in Google Maps. Google Maps ranks business
listings based on their relevance to the search terms entered, along with geographic distance (where indicated)
and other factors, regardless of whether there is an associated price.
Google will evaluate the usefulness and effectiveness of this new feature based on both data and feedback, and
hopes to make it available to more users and offer prices from more partners over time. (Eye for travel, 2010)
Google has reportedly joined forces with Intel and Sony to build a set-top box that will bring the internet to TV
screens.
The joint effort, which is in its preliminary stages, includes software to help users navigate among web-based
offerings on television sets and serve as a platform for other developers to target in creating new programmes,
according to a report filed by Dow Jones. The technology could be included with future TVs, Blu-ray players or set-
top boxes.
The companies are thought to be working with Logitech, another technology manufacturer, to build a remote
control and small keyboard for the system.
The Wall Street Journal this month reported that Google is testing a new TV-search service with Dish Network
Corp. that is designed to allow users to find shows on the satellite-TV service as well as video from websites such
as Google's YouTube. The article noted that Google has been talking to partners about adapting Android-the
operating system it developed for cellphones-for TVs and set-top boxes. (Eye for travel, 2010)
Google is trying once again to capture some of the momentum surrounding social networking companies like
Facebook and Twitter by adding new features to Gmail, its popular e-mail service, according to The New York
Times.
In February 2009, Google introduces add-ons to Gmail that let users post and view messages about their day-
to-day activities. This simple tweak to Gmail will allow Google to mimic the status updates that have driven much
of the success of Facebook and Twitter, as people return to the services again and again to check out what their
friends and co-workers are doing.
To date, Google has allowed users to post only a brief message about their status through its Chat system, which
is linked to Gmail. The new features would allow a more vibrant back-and-forth among Gmail users. It is not clear
whether Google will link the new Gmail features to rival social-networking services. (Hotelmarketing, 2010)
Top Worldwide Search Properties by Searches Conducted,
December 2009 vs. December 2008
Total Searches (000)
December-08 December-09 Change (%)
Worldwide 89708 131354 46
Google Sites 55638 87809 58
Yahoo Sites 8389 9444 13
Baidu.com 7963 8534 7
Microsoft Sites 2403 4094 70
eBay 1327 2102 58
NHN Corporation 1892 2069 9

14
Google continues to dominate the worldwide
search market, with its sites accounting for over
66% of searches conducted globally during
December 2009, according to data from
comScore.
Overall, 46% more searches were conducted worldwide during December 2009, than during the same period in
2008. Searches on properties owned by Yandex, Microsoft, Google, eBay, and Facebook all outstripped that rate
of growth, however, suggesting an increase in worldwide share for those companies. Russian-language search
engine Yandex experienced the greatest year-over-year growth in searches, at 91%. Perhaps as a result of re-
launching its Bing product this year, Microsoft also achieved significant growth of 70%.
It's also worth noting that these numbers represent companies, not specific sites. For example, searches on
Google sites include those conducted on its video streaming site YouTube. (ClickZ, 2010)
After previewing the function back in December 2009, Google has released its new mobile search function for
Android and iPhone users. Called "Near Me Now", the feature finds a user's location and then allows them to
search for local business listings such as shops, restaurants or public transport stations. (ITPRO, 2010)
Yandex 992 1892 91
Facebook.com 1023 1572 54
Ask Network 1053 1507 43
Alibaba.com 1118 1102 -1
Source: comScore qSearch, 2009

15
E-mail Marketing
Email campaigns are traditionally very promotional in nature, which lowers the average booking value. Email
campaigns are also more heavily dominated by existing customers who may not be currently in the market for
travel and/or are more discerning among promotional offers.
IgnitionOne looked at marketing data from US and European travel firms and made an interesting discovery:
outside of organic search, paid search drives the highest average order value (AOV) when it's a single-channel
conversion path.
But firms looking at email to do the same may be disappointed: when it's a single-channel conversion path, email
delivers an AOV that's 56% lower. What's more, email-only conversions takes 250% longer to materialize.
Even when it's part of a multi-channel conversion path, paid search continues to produce good results. When a
converting paid search click follows an organic search click, for instance, IgnitionOne found that it still delivers
an AOV that's 18% higher than normal. (Econsultancy, 2012)
While a personalized subject line can bring success, a survey of US and UK Internet users by e-mail marketing
services firm e-Dialog suggests marketers must get to know more about their recipients than just a first name.
Respondents expressed a desire for e-mail targeted to their interests, demonstrating that marketers know what
kinds of products they like, what kind of offers appeal to them and their status as a new or returning customer.
A name was less critical, and demographic targeting data such as gender or age was relatively unimportant.
Information US and UK internet users want marketers to demonstrate knowledge of in e-mail marketing
messages, Q1 2010 (% of respondents): Response shown in chart below.

16
Consumers were more likely to say they opened at least half of marketing e-mails when senders across all
verticals seemed to "know me a lot."
A February 2010 survey by GetResponse found that small and midsize businesses around the world were looking
to respond to the need for more tailored e-mail messages, with interest-based segmentation the most common
technique planned for this year, well ahead of demographics.
Most consumers will open and read messages that are personalized to them based on preference data,
according to Simone Barratt, managing director at e-Dialog International. But marketers need to work hard to
satisfy subscribers through more robust preference capture and relevance empowering tactics, including
frequency-metering, testing, and behavior analysis.
Respecting consumers' biggest desires, for marketers to know what products and messages appeal to them,
could do much to stop e-mail messages from languishing unopened and unread. While the top reason marketing
e-mails were ignored was frequency, a simple lack of interest in the product or service being marketed was not
far behind.
Reasons for not regularly opening/reading e-mail marketing messages according to US and UK internet users,
Q1 2010 (% of respondents): Reponses shown in chart above.
Asked about what types of messages they wanted from e-mail marketers, respondents to the e-Dialog survey did
put notifications of deals (68%) and sales (58%) on top. But there was also significant interest in tailored
messages with personalized alerts (55%) and reminders (44%). (eMarketer, 2010)
Business-to-business (B2B) and business-
to-consumer (B2C) e-mail marketers have
different targets, but the goals they share
mean they agree on the effectiveness of
several tactics. Both groups consider
identifying the best time to send messages
the most effective e-mail marketing tactic,
according to a Silverpop poll. They also
agree on the importance of including
marketing promotions in transactional
messages and using surveys to gather
information about their recipients.
Email marketing tactics that work well
according to B2C and B2B marketers
worldwide, March 2010 (% of
respondents): 
Several other tactics (including links to
social networking sites, triggered offers
and behavioral targeting) were less likely to
be considered effective by B2B marketers
despite their appeal in the B2C segment.
(eMarketer, 2010)

17
Digital Media
Online video has taken hold in the US, with comScore reporting more than 175 million unique viewers in October
2010 watching an average of over 900 minutes of online video each that month. But research from Angus Reid
Public Opinion suggests web users in Canada may be even more avid consumers of video over the web.
The survey of internet users in Canada, the US and
the UK found respondents in Canada were most likely
to visit online video sites in general, with just 30%
never visiting, compared with 35% in the US. Internet
users in Canada also checked the sites most
frequently, 4 percentage points more likely than US
respondents and 7 percentage points more likely
than UK respondents to visit daily.
Online video site users in Canada were also more
active in passing videos along to others, and were
more likely to have received links to video content.
They were significantly ahead of their counterparts in
the US and UK by both of these social measures.
According to an earlier survey by M Consulting and Ipsos Reid, 41% of internet users in Canada say they watch
more online video now than a year ago, vs. just 7% who reported watching less. Video viewing frequency was
highest among young people, nearly half of whom watch online video at least once daily.
Men watched much more online video than women: 17% of males did so several times a day, compared with 3%
of females. (eMarketer, 2010)
YouTube, the online video platform owned by Google, celebrated its fifth birthday in May 2010 with the
announcement that the site is now recording 2 billion video views per day.
Google bought YouTube for $1.65billion in 2006, but like many social networks, questions have been asked
about its revenue generating potential. YouTube said that the average user spends 15 minutes a day on
YouTube, and the company manages to monetize over 1 billion video views per week globally. But out of a total
of about 14 billion views per week, the numbers don't seem too impressive.

18
Still, YouTube claims that 94 of AdAge's top 100 advertisers have run campaigns on YouTube and the Google
content networks, which could mean anything, while partner ad revenues more than tripled in 2009. Google
doesn't break out YouTube revenues, but its partner network revenues climbed from $1.6 billion in the first
quarter of 2009 to $6.5 billion in the same quarter in 2010.
It's interesting to see how, according to the YouTube timeline, when the platform went mobile in early 2007,
the angle of the growth curve for video consumption suddenly sharpens, suggesting that mobile had a
significant effect on viewing figures. (telecoms, 2010)

19
Smart TV
Smart TVs are on the verge of taking off, integrating TC, internet and social media with opportunities for travel
brands, according to the WTM 2012 Global trends report produced in association with Euromonitor International,
presenting an overview of the leading new trends emerging within the industry, focusing on key regions and
topics. (see full report)
Some travel and tourism players such as Teletext Holidays and the Serbia Tourism Board have already launched
their own smart TV apps. These apps allow TV viewers to watch pictures and videos about travel destinations
and services, also to find out about prices and offers via their internet-connected TVs.
The report indicates that:
 Penetration of internet-enabled TVs sales in the digital television market is expected to grow rapidly,
from a 35% share in 2012 to 74% in 2016.
 Growth will be driven by consumers' desire to access internet content via their TVs and by TV
manufacturers seeking to produce value-added products and entering the apps market.
 Online purchasing from smart TVs is expected to become widespread in the future, as penetration grows
and travel companies appreciate the vast marketing opportunities on offer.
 In the future, people watching travel programmes will be able to make immediate bookings through
their smart TVs via travel apps or web links.
 Travel players will build on the emotional connection provided by TV programmes, offering viewers the
chance to book the destination or hotel they just saw and liked.
 NTOs, travel retailers, hotels, airlines and car rental players will establish a presence on smart TVs
through apps and internet TV channels, as well as sponsoring travel programmes.
(Travel Industry Wire, 2012)
Consumer desire for on-demand and online video content will motivate sales of internet-connectable TV devices
to nearly 350 million units worldwide by 2015, setting the stage for intense competition in app development,
according to Parks Associates.
Parks Associates forecasts worldwide sales of internet-connectable HDTVs, Blu-ray players, game consoles, and
digital video players such as Roku and Apple TV will grow approximately fourfold from 2010.
Kurt Scherf, VP, principal analyst, Parks Associates says that the market has reached the fourth generation of
connected TVs, and all major manufacturers are debuting new models with innovations in content aggregation,
apps development, and user interfaces. Content options are finally catching up to the hardware innovations, and
growing libraries of on-demand movies and TV available are starting to unlock the potential of connected TV
devices as multifunction online entertainment and communications platforms.
Access to premium and user-generated video is a main driver for adoption and use of internet-connectable
devices. Access to streaming music, online photos, social network updates, personalized news and information,
and simple games are also popular features for current users and likely buyers. (Reuters, 2011)

20
E-Commerce (Electronic Commerce)
B2C ecommerce sales grew 21.1% to top $1 trillion for
the first time in 2012, according to eMarketer. In
2013, sales will grow 18.3% to $1.298 trillion
worldwide, eMarketer estimates, as Asia-Pacific
surpasses North America to become the world's No. 1
market for B2C ecommerce sales.
B2C e-Commerce sales share worldwide, by region,
2013:
The rapid growth in Asia-Pacific sales is a result of
several factors. Three Asia-Pacific markets (China,

21
India and Indonesia) will see faster B2C ecommerce
sales growth than all other markets worldwide this
year, while Japan will continue to take a large share
of global sales.
China, unsurprisingly, is the primary driver of growth
in the region. The country will surpass Japan as the
world's second-largest B2C ecommerce market this
year, taking an estimated 14% share of global sales,
as its total reaches $181.62 billion, up 65% from
$110.04 billion in 2012.
The US will remain the single country with the largest
share of worldwide B2C ecommerce spending, at
29.6% in 2013, down from 31.5% in 2012 despite
relatively strong growth. This will continue
throughout the forecast period, though China is
closing the gap fast. In 2016, China will have 22.6%
of the worldwide market, vs. 26.5% in the US.
China also boasts the highest number of people who
buy goods online in the world (nearly 220 million in
2012), according to eMarketer - a result of
increasing internet penetration; a burgeoning
middle class with growing trust in online shopping;
government-driven campaigns to promote
consumerism; as well as improved infrastructure,
product selection and services offered by online
sellers and retailers. (eMarketer, 2013)
Historically, North America has been the source of
the greatest share of worldwide business-to-
consumer ecommerce sales but a growing Asia-
Pacific middle class and increasing web access have
led to an ecommerce explosion in some countries in
the region. By 2013, 34% of all ecommerce sales will come from Asia-Pacific, up 8 points over 2010 and finally
surpassing North America's share, according to eMarketer. Asia-Pacific passed Western Europe's share of B2C
ecommerce in 2011.
Also in 2013, China will become the main source of online buying in Asia-Pacific, jumping ahead of traditional
leader Japan. By 2013, China will have increased its share of the B2C ecommerce total by 10 points compared
with 2010, when it made up just 3.7% of the worldwide total. Within Asia-Pacific alone, China's rise to prominence
and Japan's corresponding fall is even more stark.
eMarketer forms its estimates of B2C ecommerce spending around the world based on the analysis of estimates
from other research firms, historical trends, consumer online buying trends and macro-level economic
conditions. (eMarketer, 2012)
Hunting out the best deals is truly a global activity. In April 2011, Groupon reached more than 1 million unique
visitors (age 15+ home/work location) in 12 markets across the globe. The US saw the largest audience reaching
10.4 million visitors, but Japan and Taiwan made the list of the top ten largest markets for Groupon reaching
nearly 1.6 and 1.2 million visitors, respectively.

22
(iCharts, 2012)
Coupon sites such as Groupon and
LivingSocial reached 6.9% of the online
population worldwide in December 2010,
according to data from comScore.
Penetration in Europe reached 9.6% of
users, having grown by 5.7% points
compared with December 2009. Much of
the European growth was driven by
Groupon, the data suggests, which made
significant strides in Europe over the
course of the year. In December 2009,
coupon sites reached 13.3 million users,
while in December 2010, Groupon alone
reached 12.3 million. (ClickZ, 2012)
Online ad spending growth is being propped up by targeted display and streaming video advertising, says a new
report. According to Borrell Associates, both targeted display ad spending and streaming video ad spending will
grow by around 60% in 2011. In turn, spending on less-targeted ads such as run-of-site display and national paid
search is poised to fall.
According to the report, targeted display advertising will hit $10.9 billion in total in 2011. Local targeted
advertising will reach $2.3 billion, while national is expected to hit $8.6 billion. And, while national targeted
advertising will grow almost 50%, local targeted ads will grow at an even higher rate.
Streaming video advertising spending is also expected to jump by over 60% next year, to reach $5.6 billion.
Although Borrell recognized that larger brand advertisers are creating some of that revenue increase, he said
small and medium sized businesses using services provided by yellow pages and other local advertising
companies are the true drivers.
According to the report, two of every five dollars spent on streaming video ads will come from local advertisers
next year. Local streaming video ads will generate $2.2 billion in 2011, the report shows. Meanwhile, ROS and
national paid search advertising is on the decline. Borrell expects total ROS ad spending to fall 14% overall in
2011, though local ROS will fall around 3%. National paid search will drop around 11%.
Local online ads will generate around $16 billion in 2011, growing nearly 18%. In all, the report shows online ad
spending will increase 14%, reaching almost $52 billion. (ClickZ, 2010)
A June 2010 survey conducted by Harris Interactive for social marketing platform Buddy Media found that more
than 90% considered it at least somewhat challenging to reach audiences in local markets with a unified brand
message.

23
The most popular tactics used to market to local
audiences were websites with local content (69%),
print ads (62%) and event promotion (59%). Less
than half of respondents used social media fan
pages for this purpose, and less than one in three
used paid social media advertising. Websites with
local content were considered the most effective
tactic, named by 30% of brand marketers,
compared with just 10% who thought fan pages
were best.
The top obstacle to using social media to reach local
markets was a familiar one: measuring success. But
other, more mundane concerns also caused
trouble. Brand marketers said it was difficult to
manage information, engage users, identify
influencers and keep fresh local and regional
content available.
Marketers do believe the global potential is there for
social media, with nearly three-quarters saying the
channel would be a good way to reach existing and
potential customers in local marketers-but they
must learn to leverage it first. (eMarketer, 2010)
The operator of the dot-travel internet domain plans to drop the existing requirement that owners of dot-travel
internet addresses have a functioning website relating to travel. The move is effective September 20th, 2010
and is one is one of several changes for the internet domain recently adopted by registry operator Tralliance.
The existing policy requires companies that register a dot-travel address to use the domain name "for a website
displaying travel content relevant to the domain name, or in such other manner (such as email) that the Registry
may approve after review."
That language will be stricken and replaced with a new policy, yet to be disclosed, that will offer "incentives" for
the use of dot-travel names.
On the same date, the company will add a 22nd category of Travel Company to the list of those eligible for dot-
travel addresses. The new category is "creators and providers of travel and tourism products, services and
content." Existing categories include airlines, cruise lines, hotels, restaurants, government tourist offices, travel
agents, tour operators, research organizations and "suppliers of goods or services" to eligible industry
participants. (Travel Weekly, 2010)
Two-thirds of female mobile internet users surveyed
said they would be interested in getting coupons on
their mobile device, according to a study from
mobile campaign services provider miBuys.
Female mobile internet users worldwide who would
be interested in receiving coupons via their mobile
phone, 2010 (% of respondents):
When Honeywell surveyed US internet users in
December 2009, 71% said they would not
participate in any mobile couponing activities,
including receiving, storing or sharing coupons in
the mobile channel.

24
By contrast, respondents to the miBuys survey, who
were already visitors to mobile shopping and
promotions channels, seemed eager for the
convenience of mobile. Only one-third said they
were already regular coupon users, though 46%
more did use coupons sometimes.
Mobile coupons that are most interesting to female
mobile internet users worldwide, 2010 (% of
respondents):
(eMarketer, 2010)

25
M-Commerce (Mobile Commerce)
Almost half of all companies expect mobile payment to make travel easier, yet presently, only 5% of them actually
make use of this option for business travel, according to the conclusion drawn from exclusive expert interviews
and a survey for the new white paper "Mobile Payment - How It Will Transform Corporate Travel and Expense
Management" published by AirPlus International. Currently, only 18% of respondents expect mobile payment to
make work easier for travel managers. (AirPlus International, 2012)
44% of American and Canadian consumers aged 25-34 that have a smartphone, and 30% of those aged 18-24
said they are using or soon will use their mobile phone as a payment device, though the proportion dropped to
22% of consumers aged 35-44.
For adopters, 52% said they would use a smartphone to pay in stores because it is faster and more convenient
than getting out a wallet or using a credit card. Security concerns appear to be a barrier, as one-quarter of
respondents worry that someone will steal payment information if they use their mobile phone to pay in stores.
When it comes to making purchases online, 45% of consumers aged 18-34 who own a smartphone use it to
purchase products online as often as a few times each week, a proportion that drops to less than 6% among
older consumers. Overall, 11% of US consumers use their smartphone to make an online purchase at least once
a month, compared to just 5% of Canadian respondents. According to a survey released in November by Limelight
Networks, one-third of consumers who use internet-connected mobile devices to research and purchase
products on shopping sites do so frequently (weekly or monthly). (Marketing Charts, 2011)
The 2011 World Travel Market Global Trends Report by Euromonitor International highlights the eight key
emerging travel and tourism trends worldwide, providing insight on how the tourism industry can entice the next
generation of travellers despite looming economic uncertainty.
The global economy is on the brink of a double-dip recession, as the sovereign debt crisis engulfs Europe and
other markets struggle to manage their own debt and economic deceleration. This leads to a greater need for
new ideas from travel and tourism companies to capture consumers' imaginations.

26
The report focuses on six regions and two core strategies, highlighting the key tourism trends in each:
 Africa - M-commerce: a region with 489 million mobile phone users, Africa is leading the world in m-
commerce, which in turn is boosting demand for travel services. There are 7 million smartphone owners
in Africa and 60% of mobile web users use phones to purchase goods. This mobile boom creates a
demand for travel operators to develop mobile websites and applications to increase online
reservations, raise brand awareness and promote destinations. Airlines will profit from implementing
mobile capabilities, allowing passengers to customize their airport and in-flight experience.
 Americas - Mystery Trips: the desire to take the excitement of travel to the next level is fuelling a rise in
mystery trips that are premium in price and tend to be for special occasions. The mystery trips range
from customers bidding on packages with an unknown destination and hotel name, to being handed a
smartphone unveiling the itinerary day by day, according to their preferences and budget as discussed
prior to the trip with specialists. Travellers pay only 50 percent of the sales price and suppliers benefit
from selling excess capacity without undermining their brand.
 UK - Rent-a-garden: with high household debt of five percent in 2011, the rent-a-garden concept
provides extra financial support to cash-strapped homeowners. campinmygarden.com provides the
opportunity for homeowners to rent their gardens, which can be used as campsites by travellers seeking
to save money. The idea appeals to travellers wishing to experience the local community and go back
to traditional and modest forms of accommodation. Rental demand is expected to increase during the
London 2012 Olympic Games.
 Europe - Luxury without Guilt: after the global economic crisis, a new kind of luxury tourism is emerging
in Europe - more authentic and ethical. Luxury customers now choose providers offering responsible
holidays and trips respectful of the environment. Having given something back, consumers can happily
enjoy a luxury break guilt-free. European travel retailers are expected to place greater emphasis on
helping local areas, offering, encounters with local craftsmen, musicians and communities.
 Middle East - Rebranding of Arab Spring Countries: in 2011, political protests erupted across the Middle
East amid calls for reforms and regime change, with clashes turning violent in some countries. Tunisia
and Egypt have started to reinvent themselves in a new democratic era with a successful transition in
place. However, Libya and Syria are far from recovery. The tourism rebranding process is complex due
to each country's unique political, economic and social conditions, with the major challenge being how
to send a positive message.
 Asia - China's Growing Influence: spending by Chinese travellers on travel accommodation domestically
and abroad is expected to increase by 20% over 2010/2015 to reach US$67 billion, second to the US.
Hotel companies are customizing their brands in China, partnering with Chinese companies, and
creating programmes to cater to the Chinese abroad. They plan to continue to expand in China and use
their experience in the Chinese domestic market to feed best practices to properties abroad in key
destinations for Chinese travellers.
 Global Village - Social Media: in 2011, social media was at the frontline of tourism marketing activity,
leveraging offline events to engage online audiences. Social media encompasses loyalty programmes,
bookings, concierge and customer service and the aim is to capitalize on its power and friends/followers'
influence to drive bookings and build loyalty. Hotels are rethinking their marketing strategies to reach
online audiences in a more personalized and intimate way. Uncertainty, however, remains about how to
determine return on investment.
 Technology and Online Travel - Gamification: Gamification, or the integration of gaming dynamics in non-
gaming environments, started in the US entertainment industry and is now spreading to the travel and
tourism industry. By encouraging consumers to join competitions and share their experiences, photos

27
and videos, the trend generate brand awareness and loyalty for travel companies. It works through the
offering of points, badges and real-life gifts, with some websites allowing web users to explore the
country's attractions, complete challenges and win trips to the desired country.
(Euromonitor, 2011)
Google has released the first version of its Google Wallet app to US telecom carrier Sprint. The company is
beginning to roll out Google Wallet to all Sprint Nexus S 4G phones. Wallet initially works with the Nexus S 4G
smartphone from Sprint and will eventually be expanded to more Android phones.
With Google Wallet, one can tap, pay and save using phone and near field communication (NFC).
In May 2001, Google announced Google Wallet (an app that makes your phone your wallet) with Citi, MasterCard,
Sprint and First Data.
Google Wallet is a mobile payment system that will store credit cards, loyalty cards, and gift cards using an
Android app on your smartphone. Once it's installed, users will tap their phones on a PayPass reader when they
check out at participating merchants. Payment and loyalty programme information are instantly transmitted
through the phone's NFC chip. Google Wallet enables one to pay with Citi MasterCard credit card and the Google
Prepaid Card, which can be funded with any of existing plastic credit cards.
The company has been testing its Wallet at select retailers over the past few months. Google Wallet will be
marketed in the US only, although the pre-paid card will work internationally at launch. It can be used at any of
the 300,000 shops and other outlets in the US and internationally that accept MasterCard PayPass. (Eye for
travel, 2011)
Mobile payments, though they have yet to take off substantially in North America, are a hot topic, with major
companies like Google joining startups in the space and hoping to grab a slice of billions of dollars in potential
transactions. Research firms disagree on the current size of the nascent market, but project strong growth in
mobile payments and their users.
Juniper Research estimated in July 2011 that worldwide mobile payment volume would reach $240 billion in
2011. This forecast included both remote mobile payments (payments for both digital and physical goods to a
remote merchant via an e-commerce system) as well as payments made with a mobile phone at the point of
sale, such as with a near-field communications device. By 2015, Juniper predicted, worldwide mobile spending
on remote and POS payments would rise to $670 billion, nearly triple this year's figure.
Gartner had a more conservative estimate for 2011 spending: $86.1 billion worldwide, a 76% increase over
2010 payment volume. The figure includes POS transactions made through various technologies as well as
purchases made over the mobile internet. Gartner noted that in developed markets, the success of app stores
and major retailers driving mobile sales means that most transactions in those locations are online purchases
of physical goods.
Mobile payment users and volume worldwide:
Exhibit show on last page.
Yankee Group also released an estimate of mobile
payment transaction value in July, putting the total
for 2011 at $246 billion, close to Juniper's figure.
Yankee Group estimated that two-fifths of mobile
payment volume would come from Europe, the
Middle East and Africa, while a third would come
from Asia-Pacific.
Mobile payment transaction value worldwide, by region in 2011 (billions and % of total):

28
Juniper Research also agreed on the top regions for
mobile payments: North America, the Far East and
China, and Western Europe. Juniper did not report
a specific market breakdown based on region,
however. (eMarketer, 2011)
A Financial Times report says that Google executive
chairman Eric Schmidt believe that mobile wallet
will go mainstream within twelve months. The
technological advancements required to make
mobile wallet systems a reality are almost in place,
according to Schmidt.
Mobile phone vendors are adding Near Field
Communication (NFC) chips to their handsets. NFC
technology enables two-way interactions between a
mobile device and a bank, retailer, government
agency or some other institution. NFC-ready
smartphones can exchange information with other
NFC devices, as well as read data from smart tags
in posters, stickers, and other items.
In May 2011, Google launched Google Wallet, an
NFC-based mobile payment system built into the
Android 2.3 operating system. The service is
limited currently to Google's Nexus S 4G phone on
Sprint, but that will change soon. Google is urging
payment processors to upgrade a third of their
terminals to accept NFC transactions, a move that
would spur widespread adoption of the technology.
Another question is whether consumers are ready
for NFC, at least in the US. A recent study by
Retrevo, a consumer electronics shopping site,
found that nearly 80% of US consumers either
aren't interested in mobile wallet features, or
aren't familiar with the technology. (TechHive,
2011)
What consumers are looking for, before they feel
comfortable adopting a mobile payment service
supplier, is the trust of a financial brand and
familiarity of a mobile brand, according to a study
by GfK NOP, covering nine countries (US, UK, France, Italy, Germany, Spain, South Korea, Brazil and China).
Consumer appeal for mobile payment services varies across all countries, which, broadly speaking, fall into two
categories: countries with established financial payment infrastructures, and countries whose financial
infrastructure is young and still developing.
Of the nine markets where research was conducted, South Korea was the only nation that offered established
mobile payment services to the consumer market. Globally, 62% of consumers find mobile payments appealing.
This is higher among certain key groups, including: younger consumers aged 16-24 (75%); innovators / early
adopters (74%); and current smartphone owners (72%).

29
There is, however, considerable variation between nations. Developing markets in China (82%) and Brazil (73%)
find mobile payment services the most appealing, whereas the more established payment systems in developed
markets, like the US and Europe, mean appeal in these nations is more limited (around 50%), since the existing
chip-and-PIN systems offer a convenient and already trusted route.
GfK's study shows that the financial brand category has the highest levels of trust, consideration and -
importantly - preference among consumers (48%). Mobile and telecommunication brands receive significantly
lower levels trust, when it comes to controlling financial transactions (10%). (gfk, 2011)
Nearly half (45%) of the most active mobile device users worldwide would welcome the opportunity to pay for
goods and services using their mobile phone, despite the fact that 73% expressed significant privacy and identity
theft concerns, according to a research by Accenture.
To gain insight into consumers' practices and attitudes regarding mobile commerce, Accenture surveyed so-
called "tech forward" consumers from 11 countries (early adopters of digital devices that connect to the internet)
who use at least four internet-connected devices and at least four internet services.
Consumers in Asia were the most enthusiastic about mobile commerce. Overall, 69% of survey respondents in
Asia indicated they favored using mobile phones for most payments, led by Chinese consumers (76%) and Indian
(75%), and followed by Korean (56%) and Japanese (47%). Outside of Asia, the next highest positive response
was in Brazil, where 70% of consumers favored using mobile phones for most payments. In the US and Europe,
combined, however, only 26% of respondents favored using mobile phones for most payments.

30
When survey participants were asked if they had used a mobile phone to make purchases in the past six months,
nearly half (47%) of tech forward consumers in China indicated they had, followed by Korea (42%) and Japan
(33%). Depending on the geographic region, tech forwards are also in the early stages of using barcode or near
field communications (NFC) technology to interact with their shopping environment. In Asia, 38% of consumers
surveyed had scanned a product's barcode while shopping to get additional information; 36% had displayed a
"digital ticket" for admission to an event or to board a flight; and, 31% had purchased an item or received a
coupon from a "smart poster" containing an electronic tag or barcode.
A majority (64%) of consumers surveyed indicated they would use gift cards and coupons delivered directly to
their mobile phones, led by Chinese respondents (94%) Korean respondents (91%) and Indian respondents
(76%). Globally, 79% of the consumers surveyed indicated they would redeem those coupons when checking
out of a store, compared with 77% who said they would use coupons that had to be clipped from magazines.
Asked what they would do if they received a coupon on their mobile phone for the equivalent of a US$10 gift
card (expressed in the local currency) for a store where they do not usually shop:
 77% of all respondents indicated they would redeem the coupon at the store that issued the card for
the full amount;
 69% indicated they would exchange the gift card for $7 cash added to their digital wallet or bank
account;
 68% would exchange the card for $7 in mobile voice minutes or reduced phone charges; and,
 67% would exchange it for a $7 gift card for use in a store where they usually shop.
Nearly three-quarters (73%) of the global respondents indicated that using a mobile phone for payments makes
them worry about their privacy. 70% said that mobile phone payments increase the risk of identity theft and
fraud.
Regardless of these concerns, 62% of consumers surveyed who typically use a credit card for non-telco-related
monthly payments said they would use their mobile phone to pay their bill, if they were to receive a 20% discount.
More than half (59%) said they would welcome receiving money-off promotions based on their past purchases.
47% said they would welcome receiving personalized mobile phone ads when they are within a few steps of the
promoted product or service. And, 69% indicated they would gladly accept mobile phone ads sent to their phones
as part of their service contract in exchange for lower mobile phone usage fees. (Accenture, 2011)
A six fold increase in the volume of mobile payment
transactions is on the way in the next four years,
according to Yankee Group. The research company
predicts the worldwide transaction value of mobile
payments will total $984 billion by 2014, up from
$162 billion last year. That includes transactions
from mobile banking, international and domestic
remittances, contactless cards, mobile coupons
and near-field communications.
Mobile payment transaction value worldwide, 2010
& 2014:
According to an Accenture survey of "tech forwards"-
web users who use several networked devices and
internet services-there is widespread concern
around the world with the safety of mobile
payments. Even among this internet-savvy group,
privacy and identity theft were serious worries. But
while more respondents were concerned in Asia than in the US and Europe, tech forwards in Asia were also more
likely to say the mobile phone was more convenient than other ways of paying. Just 29% of US and European

31
respondents said they looked forward to using their
phone to make all their payments, vs. 64% of Asian
respondents who agreed.
Tech forwards in Asia were already conducting a
wide variety of mobile transactions at significantly
higher rates than their counterparts in the US and
Europe, including checking bank account balances,
making purchases, scanning barcodes and
transferring money to or from another person.
Financial and shopping activities conducted via
mobile phone according to internet users in Asia,
Europe and the US, January 2011 (% of
respondents):
Respondents to the Accenture survey expected
credit card companies to play a big role in
facilitating mobile payments, at 59%. Nearly as
many, 54%, thought mobile network operators
would help enable mobile payments, and 52%
thought software companies like Apple and Google
would play a role. (eMarketer, 2011)
With a few exceptions, purchasing retail goods and
services with a mobile phone can be a challenging
user experience putting off all but the most
technically persistent. However there are eight very
good reasons to expect significant changes in 2011
will take us much closer to a broader mainstream
adoption by users and retailers.
1. Near Field Communication (NFC): NFC
technology when included in your mobile
phone enables a secure connection
between the phone and another NFC
enabled device. As a consumer you might
use this to get more information about an
offer on a product by tapping an NFC
enabled shelf price tag and you may be
able to make your purchases at the check-
out. Mobile phone manufactures will begin shipping phones with NFC capabilities early in 2011 with
announcements from Google, RIM Nokia and others. At some point in 2011, these new NFC phones
and the NFC payment pads will begin to talk to each other. And when they do, your wallet will be taking
a significant step to obsolescence.
2. Apple's iPhone 5: there is every reason to believe that Apple's new iPhone 5 will ‘change everything
again' especially with regards to use of your iPhone as a wallet for more than App Store and iTunes
purchases. A simple tick of the upgrade box and your iTunes account is now an iWallet. This device is
also expected to support NFC. Given Apple's proven ability to build compelling new user journeys and
then market them to an enthusiastic user base, iPhone 5 may be the device that takes mobile payments
mainstream.
3. Mobile Wallets: True wallet functionality that enables small purchases is being rolled out in 2011 by a
variety of operators, manufactures and others. You will be able to not only make purchases but also

32
split a restaurant bill and transfer money to a friend in a way that is easy and fun. In the US, Sprint has
already released its wallet, which has been a great success since its launch in November 2010. AT&T,
T-Mobile and Verizon are working on their own wallets for launch later in 2011 on a platform called Isis.
4. Mobile Vouchering: Already there are a number of excellent mobile vouchering apps. Watch for solutions
where the vouchers are contextually delivered into the mobile wallet enabling ‘one click' impulse
purchases by targeted consumers.
5. Affordable mobile solutions for retailers: Tesco, eBay and Amazon have made significant investments
and acquisitions over the past few years to remain competitive with each other in the mobile retail
space. Most retailers cannot contemplate these levels or types of investments. In addition, the overhead
of implementing mobile payments solutions has been substantial. The transaction costs to retailers to
process a mobile order have sometimes been prohibitive. The good news for retailers is that platforms
are now available that enable a technical integration with existing online solutions that are affordable,
easy to implement yet secure. The transaction costs are also coming down to a level in line with other
existing payment solutions. Leading players in this space to watch include PayPal, Cardinal Commerce,
PayThru and Monetise.
6. Niche vertical solutions: There are some products and services where a mobile enabled solution makes
for savings, increased revenue and happier customers. Expect to see a number of vertical solutions
such as travel and entertainment to be going live this year.
7. Venture Capital (VC) Investment: There are truly colossal sums of investment being made by VCs large
and small on the mobile space. Mobile VC investment made up 34% of ALL tech venture investment in
2010, totalling $6.1bn. Like the dot com bubble of 2000, not all of these investments are going to
succeed. However, some will and when added to the shear volume of marketing hype and noise from of
established businesses investing in mobile commerce there will be an increasing crescendo driving
greater consumer awareness and adoption.
8. Fear & greed: In 2010, eBay's global mobile revenues grew by more than 300% to nearly $2billion,
approximately a third of this alone from the UK and Germany. Amazon's mobile revenues probably grew
even more. Not wishing a repeat of the online shopping revolution where many retailers lost customers
and revenue to a new mode of retailing, retailers are now investing in mobile shopping plays. For mobile
operators too, there is the fear that after spending many years nurturing, growing and expanding their
relationship with subscribers, that the mobile shopping revolution will relegate them to low margin data
pipe utilities and losing the primary financial relationship. Consequently the large investments are being
made by operators to stay in the game. Ultimately, good mobile payment technology will become
mainstream technology if it can make the purchase process easier, more emotionally engaging and
financially rewarding to consumers.
It's going to be a long time yet before wallets become as redundant and unnecessary as wrist watches for we are
still at the beginning of this change. (Hotelmarketing, 2011)

33
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34
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35
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Compiled: Vivek K. Singh
E-mail: wiweck@gmail.com
LinkedIn: http://in.linkedin.com/in/wiwecksingh/

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