Technology and the New DMO - PDF Free Download

April 20, 2012 A PhoCusWright Speaking Engagement Technology and the New DMO GWTTRA 2012 Conference Portland OR Cees Bosselaar Director, Business Development and Destination Marketing Specialist

Online Travel Penetration Lower Higher U.S. U.K. SCAN U.S. U.S. JAPAN CHILE Europe APAC LATAM SING INDIA MEXICO BRAZIL SPAIN PERU COL ARG Lower Source: PhoCusWright s Global Online Travel Overview Second Edition Annual Growth Online Sales Higher 2012 PhoCusWright Inc. All Rights Reserved. 11

Online Travel Penetration Lower Higher U.S. U.K. SCAN U.S. JAPAN CHILE Europe APAC LATAM SING INDIA MEXICO BRAZIL SPAIN PERU COL ARG Lower Annual Growth Online Sales Source: PhoCusWright s Global Online Travel Overview Second Edition Higher 2012 PhoCusWright Inc. All Rights Reserved. 12

Online Travel Penetration Lower Higher U.S. U.K. SCAN U.S. ANZ JAPAN CHILE Europe APAC LATAM FRANCE GERMANY SING INDIA MEXICO ITALY BRAZIL SPAIN PERU COL ARG CHINA Lower Annual Growth Online Sales Source: PhoCusWright s Global Online Travel Overview Second Edition Higher 2012 PhoCusWright Inc. All Rights Reserved. 14

Online Leisure/Unmanaged Business Travel Penetration by Market, 1992 Note: 2010-2012 projected. Source: PhoCusWright s Global Online Travel Overview Second Edition, 2011 2012 PhoCusWright Inc. All Rights Reserved. 15

Online Leisure/Unmanaged Business Travel Penetration by Market, 2012 Note: 2010-2012 projected. Source: PhoCusWright s Global Online Travel Overview Second Edition, 2011 Europe APAC LATAM 2012 PhoCusWright Inc. All Rights Reserved. 16

Online Travel Penetration* of the Total Travel Market, Global Markets, 2008-2012 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 39% 39% 38% 38% 35% 36% 35% 33% 31% 27% 24% 23% 21% 18% 21% 15% 18% 14% 11% 8% 2008 2009 2010 2011 2012 U.S. APAC Europe Latin America *Leisure/unmanaged business travel websites as a percent of the total travel market. Note: 2010-2012 projected. Data for 2012 not available for Canada. Source: PhoCusWright's U.S. Online Travel Overview Tenth Edition; PhoCusWright s Asia Pacific Online Travel Overview Fourth Edition; PhoCusWright s Latin American Online Travel Overview 2012 PhoCusWright Inc. All Rights Reserved. 17

Mobile Timeline Mobile Timeline 1980s 1990s Early 2000s June 2007 2008-2009 2010 2011+ 1G 2G & 2.5G 3G 4G Devices are becoming more powerful, with tablets increasing in popularity worldwide Lower-cost tablets arriving from Amazon.com and India will significantly increase penetration of these devices on a global basis Networks increase broadband Smartphones increase the ability to sense the environment Devices Are Becoming Faster and More Portable 2012 PhoCusWright Inc. All Rights Reserved. 25

Smartphone Maturity by Market Mature Emerging Mature Rapid Growth Emerging Rapid Growth Emerging Mature Immature Immature Majority feature phone users Emerging Smartphone starting to take hold Rapid Growth Smartphone adoption is growing rapidly Mature Greater than 50% smartphone penetration 2012 PhoCusWright Inc. All Rights Reserved. 27

Smartphone Ownership, by Operating System (Leisure Travelers) Current Next planned purchase 43% 36% 25% 25% 18% 21% 12% 10% 5% 7% 7% 1% Apple ios Google Android BlackBerry OS Windows 7 Other I don't know/feature phone Question: Please indicate what type(s) of mobile phone(s) you currently have. Select one phone type from the drop down list next to each appropriate phone option. Base: U.S. online travelers (N = 1,948) Source: PhoCusWright's Traveler Technology Survey 2011 2012 PhoCusWright Inc. All Rights Reserved. 30

Website/App Usage on Mobile Phone Leisure Travelers Business Travelers 24% 21% 30% 34% 22% 26% 15% 9% 9% 9% 0% 1% I only use websites I usually use websites and occasionally use apps I use websites and apps equally often I usually use apps and occasionally use websites I only use apps I do not use my mobile phone for online travel-related activities Question: Please select the statement that best describes your mobile website (using a browser) and downloaded app usage for travel-related activities on your mobile phone. Base: U.S. online travelers who access the Internet through their mobile phones (N = 1,125); U.S. business travelers who access the Internet through their mobile phones (N = 1,526) Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright s Business Traveler Survey 2011 2012 PhoCusWright Inc. All Rights Reserved. 33

Mobile Bookings ($B) Share of Online and Total Travel Markets (%) U.S. Mobile Leisure/Unmanaged Business Travel Gross Bookings, 2010-2013 (US$B) and Share of Online Leisure/Unmanaged Business Travel and Total Travel Markets 10 6.5% 7% 8 6 4.3% 6% 5% 4% 4 2.4% 3% 2 0 2.6% 0.4% 1.7% 0.2% 0.9% 2010 2011 2012 2013 2% 1% 0% Total Mobile Bookings Mobile as a Share of Total Travel Market Mobile as a Share of Total Online Travel Market Note: 2011-2013 projected Source: PhoCusWright Inc. 2012 PhoCusWright Inc. All Rights Reserved. 35

Travel-Related Websites/Apps Used on Mobile Phone General search engine websites/apps Online travel agency websites/apps Travel provider websites/apps Traveler review websites/apps Special deals-focused websites/apps Travel search engine websites/apps Travel-related monitoring websites/apps Travel guide websites/apps Destination tourism organization websites/apps Travel itinerary management websites/apps Other 3% 2% 29% 29% 27% 25% 27% 24% 16% 20% 15% 17% 15% 17% 13% 14% 45% 40% 38% 42% 69% 60% Leisure Travelers Business Travelers Question: What types of travel-related websites/apps do you use (or are you likely to use) on your mobile phone? Select all that apply. Base: U.S. mobile travel planners (N = 786); U.S. mobile business travel planners (N = 1,087) Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright s Business Traveler Survey 2011 2012 PhoCusWright Inc. All Rights Reserved. 36

Travel Research via Mobile Phone, by Medium Used both Only used mobile websites Only used downloaded mobile apps Have not done online via mobile phone 21% 20% 24% 25% 38% 37% 54% 45% 58% 50% 37% 38% 13% 15% 40% 39% 8% 32% 13% 35% 8% 13% 29% 31% 18% 17% 10% 9% 6% 7% 6% 6% Leisure travelers Business travelers Leisure travelers Business travelers Leisure travelers Business travelers Leisure travelers Business travelers View maps/get directions Research local activities such as restaurants and shows Research travel destinations to visit Research travel products such as hotel rooms or flights Question: Please indicate which of the following travel-related activities you have done online using your mobile phone in the past 12 months and through which medium. Base: U.S. mobile Internet users (N = 1,125); U.S. business traveler mobile Internet users (N = 1,526) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright s Business Traveler Survey 2011 2012 PhoCusWright Inc. All Rights Reserved. 37

OTA Mobile Initiatives Today 6-12 months 12-24 months 24+months Booking Itinerary management Flight status Airport info Basic mobileonly deals/offers In-destination deals/offers LBS Mobile coupons Ancillary services Social media integration Disruption assistance M-payments 2012 PhoCusWright Inc. All Rights Reserved. 38

Airline Mobile Initiatives Today 6-12 months 12-24 months 24+months Schedules Check-in Itinerary management Loyalty access Disruption management (SMS) Booking and rebooking BCBP Seat assignments Loyalty enrollment Airport information Push notification Roaming airport agents Merchandising offers LBS Ancillary services Loyalty bookings Social media integration for immediate response Movement tracking Advanced disruption management M-payments NFC 2012 PhoCusWright Inc. All Rights Reserved. 39

Hotel Mobile Initiatives Today 6-12 months 12-24 months 24+months Access loyalty account Find and book hotels Location-based search Check-in Book loyalty room nights Mobile concierge front desk and operational staff On-property promotions Check-out In-room services Mobile concierge Local promotions and merchandising Mobile room entry M-payments NFC 2012 2011 PhoCusWright Inc. All Rights Reserved. 40

Car Rental Mobile Initiatives Today 6-12 months 12-24 months 24+months Booking Access reservation Change reservation Ancillary products Check-in Checkout Mobile deals/promotions LBS Social media integration Car entry Access loyalty account Push notifications M-payments NFC 2012 PhoCusWright Inc. All Rights Reserved. 41

We Are at the Beginning of the Tablet Revolution Global tablet sales will reach >200 million worldwide by 2015, with major growth in Asia Pacific and EMEA Tablets Growth Is Global and Frequent Travelers Are Early Adopters Source: Yankee Group 2012 PhoCusWright Inc. All Rights Reserved. 43

Note to self: accelerate mobile strategy... don t just repurpose our website

Activities Conducted Through Online Social Networks Share updates/pictures/videos about my travel experiences Get recommendations from friends about local activities Get destination advice from friends Keep up with friends' travel itineraries and/or share mine Plan trips collaboratively with my friends/family Search for travel reviews written by people like me Browse/search for travel deals from companies Get advice from friends about which travel products to purchase Keep up with announcements from travel companies Book travel I have no interest in using online social networks for travel 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% France Germany U.K. Question: Please select the travel-related activities you do or are interested in doing through an online social network. Select all that apply. Base: Social network users: French travelers (N=504), German travelers (N=527), U.K. travelers (N=504) Source: PhoCusWright s European Consumer Travel Report Second Edition 2012 PhoCusWright Inc. All Rights Reserved. 53

Influence of Social Media Channels on Purchasing Decisions Very influential Somewhat influential Not at all influential Traveler reviews on online travel agency websites, such as Expedia 26% 45% 29% Traveler review websites, such as TripAdvisor 22% 42% 36% Online reviews from travel professionals 16% 44% 40% Comments from people in my online social network, such as Facebook or Twitter 14% 34% 52% Travel blogs or online travel forums 12% 34% 53% Company information/promotions on an online social network, such as Facebook or Twitter 9% 31% 61% Question: How influential have each of the following features been to you when making travel purchasing decisions in the past 12 months? Select one for each option. Base: U.S. online travelers (N=1,948) Note: Totals may not add to 100% due to rounding Source: PhoCusWright's Traveler Technology Survey 2011 2012 PhoCusWright Inc. All Rights Reserved. 54

Social Buying On Social Network Site Corporate Communications Vehicle Reputation on Management E-Commerce Video and Photos Community E-Commerce Community 2012 2011 PhoCusWright Inc. All Rights Reserved. 55

Thank you! Cees Bosselaar cbosselaar@phocuswright.com