The (R)evolution of Search A Travelport Perspective
Who searches? all traveller types are looking for the best price for their trip!
% of Travellers Where are travellers searching? 80 Top 10 US Traveller Search Channels 70 60 50 40 30 20 10 0 Outside Top 10: Visiting a travel agency (15%) 3 Source: Atmosphere Research Group, Q4 2011
Mobile Penetration in Flight Search 60 50 US Mobile-Empowered Travellers The mobile revolution is altering the way leisure and business travellers shop for travel products and services 40 30 Leisure Business Business travellers, often delivering higher yields to airlines and travel agencies are frequent early adopters 20 10 0 Research Flight Options Make Flight Reservations Change Flight Reservations Clearer emphasis on mobile search platforms that are compatible with a wider range of devices is key to satisfying the most desirable customers 4 Source: PhoCusWright's Traveler Technology Survey 2011
2011: Heralding changes in search New players emerged in the consumer travel arena including the worlds largest marketing agency Airlines consolidate in the face of rising costs : Delta, United, BA now BA acquiring bmi Higher fares driven by schedule reduction, oil prices Closer monitoring of distribution costs GDS, BSP, L2B ratios
The (continued) Rise of Metasearch Metasearch is a valuable marketing channel for online agencies where consumer loyalty is fragile and competition focuses on price Conversion rates may be lower than direct visitor traffic Comparison engines spawn multiple queries, driving volumes
Search and Buying Decisions Recognize Need Pricing Decision Complete Transaction Information Search e-pricing Responses Fares and Inventory Evaluate Alternatives Channel Distribution ACCURACY LOWEST FARES CHOICE SPEED INSPIRATION RELEVANCE 7
Inspire me! An assumption that shoppers visit websites with a clear idea of what they are searching for is no longer valid. many seek inspiration Around 43% of travellers in the UK are inspired by results from search engines and the same number used them directly for destination information Total Insight: Social Travel, Total Media, Jan 2010 OTAs are being consulted way beyond the levels of actual booking, suggesting that they are not just seen as a place to book but also to research, get ideas and become inspired Total Insight: Social Travel, Total Media, Jan 2010
Inspire me on destination Satisfy curiosity with fast, accurate searches across wide geography Search by radius, country, region to serve up recommendations 9
Inspire me on dates! Deliver sight into the cheapest times to travel to stimulate conversion Simple, price-driven data that does not compromise on accuracy of result is critical in satiating consumer demand for broad search 10
Search for what I want! Relevant content is key factor in converting lookers into bookers Retail portals have matured content relevance faster than travel Delivery of customized content based on traveller profile Simplify buying experience, avoid overwhelming with options Sam s Club has begun experiment with evalues specific deals related to a shoppers buying history. evalues are seeing uptake in the 20-30% range. Martin Andrew, New York Times (2010) 60 50 40 30 20 10 0 Traveller Frustration with 'TMI' Russia India Brazil Germany United Kingdom United States Source: PhoCusWright Empowering Inspiration: The Future of Travel Search
Search using words or voice? A simple search and purchase experience is emerging as a key differentiator for travel retail suppliers Proliferation of mobile voice apps could rapidly condition consumers to search from voice commands Free-text (semantic) search is now standard for most other types of online search functionality 12
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