Social Travel: Managing, Monitoring and Measuring. Sponsored by. December 4, Cathy Walsh Senior Research Analyst, Phocuswright Inc.

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1 Social Travel: Managing, Monitoring and Measuring Sponsored by December 4, 2014 Cathy Walsh Senior Research Analyst, Phocuswright Inc. Maggie Rauch Research Analyst, Phocuswright Inc. Gert Wim ter Haar Social Media Hub Manager, KLM Royal Dutch Airlines

2 Social Travel: Managing, Monitoring and Measuring Sponsored by IGT December 4, 2014 To view the recorded presentation, please click here. Note: If you download the Webinar, you will need a Webex player. If you do not have one installed, please download the player here. All PhoCusWright Inc. publications are protected by copyright. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or electronically distribute copyrighted material without explicit permission. Limited information in a report may be used in a presentation or similar, providing that PhoCusWright and the title of the report are referenced as the data source. You may not copy, reproduce, modify, republish, upload, post, transmit, or distribute, electronically or otherwise, any PhoCusWright research report in any form or by any means without prior written permission from PhoCusWright Inc. Any unauthorized use of the materials may violate copyright, trademark, and other applicable laws and could result in criminal or civil penalties. PhoCusWright 2014 Phocuswright Inc. All Rights Reserved. 2 2

3 Agenda 1. Social Demand 2. Travel Companies on Social Media: Where and Why? 3. Managing, Monitoring, Measuring 2014 Phocuswright Inc. All Rights Reserved. 3

4 Social Demand

5 Share of Travelers Who Use Social Monthly 82% 80% 69% 73% 98% US UK FR DE CN Source: Phocuswright s Traveler Technology Survey 2013; European Traveler Technology Survey; and China Consumer Travel Report 2014 Phocuswright Inc. All Rights Reserved. 5

6 Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved. 6

7 Travelers are Sharing Leisure Travel Experiences on Social Networks 18% 22% France Germany UK U.S. 29% 40% 0% 10% 20% 30% 40% 50% Source: Phocuswright s European Traveler Technology Survey Phocuswright Inc. All Rights Reserved. 7

8 Shopping? Not So Much. 6% 9% France Germany UK U.S. 10% 13% 0% 10% 20% Source: Phocuswright s U.S. Consumer Travel Report Sixth Edition; Phocuwright s European Consumer Travel Report 2014 Phocuswright Inc. All Rights Reserved. 8

9 More than half like or follow a company Two in 10 like or follow a travel company Base: U.S. online travelers who use social networks Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved. 9

10 60-80% Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved

11 60-80% >20% 36% Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved

12 60-80% >20% 36% 10-20% Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved

13 60-80% >20% 36% 10-20% <10% <5% Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved

14 More travelers post about their trips on mobile than More on travelers post about their desktops. trips on mobile than on desktops. More travelers post about their trips on mobile than on desktops Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved. 14

15 Travel Companies on Social Media: Where and Why?

16 Travel Companies are Keeping Pace Use of social networks by all travel companies Facebook Twitter YouTube LinkedIn Google+ Pinterest Instagram Foursquare WhatsApp Tumblr Vine 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 16

17 Goals 1) Customer Engagement 2) Brand Marketing 3) Loyalty 4) Customer Insights 5) General Customer Service 2014 Phocuswright Inc. All Rights Reserved

18 Social hasn t replaced the call center or front desk Source: Phocuswright Inc Phocuswright Inc. All Rights Reserved. 18

19 But It Is Still Very Important for Customer Service Airlines Travel Agencies DMOs Lodging Travel Packagers Online Sellers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 19

20 Managing, Monitoring, Measuring

21 Four in five travel companies monitor at least daily Constant real-time monitoring most common among chain hotels (nearly 70%) Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 21

22 Most travel companies monitor and maintain social content in 1-2 languages Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money But roughly two in 10 monitor 3+ languages 2014 Phocuswright Inc. All Rights Reserved. 22

23 Mix of Positive/Negative Comments Varies by Segment Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 23

24 Mix of Positive/Negative Comments Varies by Segment 56%-79% Chain Hotels Online Sellers 7-19% Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 24

25 Travelers Complain Who Responds? Always respond Usually respond 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Lodging Online Seller DMOs Travel Packagers Airline Travel Agencies Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 25

26 Third Party Tools v. Monitoring Firm 60% 50% 40% 30% 20% 10% Use third-party tools in-house Third-party monitoring firm 0% Chain Hotels DMOs Independents Online Sellers Airlines Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 26

27 Metrics: Sizing Up Social Performance Referrals Responses to posts/tweets Number of likes Conversion on referrals Number of followers Clicks on posts/tweets with a link Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved

28 Tracking Referrals and Conversions 50% Track direct referral traffic from social posts Track sales (conversions) from social posts 40% 30% 20% 10% 0% Chain Hotels DMOs Independents Online Sellers Airlines Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved. 28

29 Measuring ROI Monitoring social activity New social platforms Measuring social marketing Responding to complaints Top Social Challenges Source: Phocuswright s Social Media In Travel: Mayhem, Myths, Mobile & Money 2014 Phocuswright Inc. All Rights Reserved

30 Gert Wim ter Haar Social Media Hub Manager, KLM Royal Dutch Airlines

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42 Questions? Cathy Walsh Senior Research Analyst, Phocuswright Inc. Maggie Rauch Research Analyst, Phocuswright Inc. Gert Wim ter Haar Social Media Hub Manager, KLM Royal Dutch Airlines

43 Upcoming Webinar: PhoCusWright s Social Media Webinar, Sponsored by Socialbakers December 10, 2014 Douglas Quinby Vice President, Research Phocuswright Inc. Marcello Gasdia Sr. Consumer Analyst, Phocuswright Inc. Evan James Head of North American Marketing Socialbakers 2014 Phocuswright Inc. All Rights Reserved

44 Thank You! Today s Webinar deck and recording will be ed in a few days to all registered attendees Interested in becoming a subscriber? Send an to sales@phocuswright.com Please fill out the short survey thank you!