customer journey travel

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CUSTOMER JOURNEY TRAVEL
New market research insights
Matthias Hartmann, CEO GfK Group
ITB Berlin, March 4, 2014
© Travel & Tourism | Customer Journey Travel | March 2014
1
Today Internet is part of nearly
all consumer journeys of German travelers
INSIGHT
1
Usage of internet as information and/or booking channel
for travel bookings between 2005 and 2012 (%)
50
42
10
50
58
90
2005/06 1
1
2
2008/2009 1
Pure Offline
Conversions
(booking and
research)
Online is part
of consumer
journey
(booking and/
or research)
2012 2
Source: GfK MobilitätsMonitor, 20,000 private households in Germany
Source: overlap of GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
2
Cross-channel usage is strong, so ensure synergy
of message across on- and offline touch points
INSIGHT
2
14
75
10
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
3
For packaged tours, travel agencies and
catalogues are still important touchpoints
INSIGHT
3
81
83
82
Internet
8
Travel agency
Hotels
13
30
Flights
8
Catalogues
12
42
Package
Travel
8
Travel guide books
24
11
5
5
Tourist office
0
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
4
The single source approach enables joint analysis
of travel bookings and online research data
Bookings
(Survey)
TV (Audio Sound
Matching)
Internet @home
(Browser Plug In)
Press
5
Purchase journeys can be extremely complex,
so be in the right place with your message
INSIGHT
4
Supplier
Branded Search
Generic Search
Longtail
Start of Research
End of Research
Destinations
Aggregator
Travel Agencies
Source: GfK Media Efficiency Panel Netherlands
6
Search has proven to play an important role in purchase
decisions across categories, so SEM and SEO are must-haves
airberlin
flughafen muenchen flughafen duesseldorf
hotelsuche
marco polo reisen
hotel miramar frankfurt
msc
billige fluege
dresden veranstatungen seaside hotel residencia
busreisen leitner
hcx reisen
ad auskunft
lidl reisen
annoncen avis
berge und meer
aldi reisen sued
warnemuende
klemm reisen 2012
http://www.db.de
flughafen hannover
best western hotels deutschland
db fahrplan
lufthansa fra new york wieviel gepaeck
tui
schwarzwald
kurzurlaub
fahrplan db
hamburg 5* hotels auf kreta dresden
celebrity cruises
guenstige fluege therme erding
best western
accor hotels
freigepaeck sri lankan
airlines
flughafen hamburg
abflug hamburg
design hotel leipzig
staedtereisen
credit euro
fahrplanauskunft
schauinsland
thueringen
ehat air berlin
flughafen frankfurt abflug
paloma oceana resort
alltours
hotels in haeusern
schwarzwald
wie kann ich kindergeld beantragen
die bahn
tui premium katalog
center parcs
hotelbewertungen
netto reisen
flughafen dresden
flughafen palma de mallorca
berge und meer
barcelona flughafen transfer
zugverbindungen
easyjet Mein schiff
hotels in rosenheim bayern
berlin gendarmenmarkt
viol reisen
hotel adler in haeusern
thomas cook
expedia.de
bad kissingen
delft holland
flughafen berlin
kaufland reisen
europcar
fluege
tuerkei urlaub
etap
stadtplan hamburg wensenbalken
buesum
europapark rust wellnessurlaub
club aldiana zypern
dertour katalog
campingplatz
in pirna
einreise usa
rundreisen myanmar
waldhotel schmitten-oberreifenber
stadt dresden
urlaub
madeira
myaida
ryan air
motel
one
semperoper spielplan
hotel marc aurel bad goegging
emirates
hotel alpina ischgl
meiersweltreisen online katalog
aldiana zypern
europapark
5 hotels ibiza costa allegra
Flughafen nuernberg flugplan
aldi-reisen
flughafen koeln
tropical island
flughafen hamburg
stadtplan berlin
arcotel kaiserwasser
hotel monarch bad goegging
hotels am chiemsee
hurtigruten
pensionen
flughafen zweibruecken
nrs reisen nuernberg
rostock
mein schiff
costa concordia
bahncard 25
bahn.de
sonnenklar
baumeister
london
kreuz fahrten
db.de
condor
opodo
ruegen
lufthansa check in
sonnenklar tv
last minute
snowtrex
der tour
club aldiana tunesien
interchalet
tchibo reisen
aldi reisen dertour
travelzoo
hotel
ryanair
ltur
semperoper
penny reisen
ab in den urlaub gutschein
abflug von hamburg nach ras al khaimah
jetwing hotel
negombo
hotel cliff bay
resort madeira
flughafen las palmas transfer
schauinslandreisen
berlin
leipzig
db auskunft
siegessaeule, berlin
fahrplanauskunft
singapur airlines
barcelona
holiday check
deutsche bahn auskunft
last minute reisen
germanwings
stuttgart flughafen
airberlin.de
fti
hotel hamburg
deutsche bahn fahrplan
hotels in bad goegging bayern
colmar
duesseldorf flughafen
austrian airlines
bahnauskunft
holidaycheck.de
mauritius beste reisezeitrobinson club kreta
mietwagen
zoo leipzig
trivago
prag
campingplaetze
mitfahrgelegenheit
bad koesen
in den urlaub
ab weihnachsmarkt
5 vor flug
hotelbewertungen
lufthansa.de
color line
robinson club
suitehotel leipzig
bkk tui
www.tui-card.de
koenig der loewen
starlight express
bruegge
expedia
flughafen nuernberg abfluege
aida
swoodoo
leipzig tourismus caravaning
van der valk
film traumhotel malediven
hotel bayerischer miesbach
condor eintagsfliegen
flughafen koeln-bonn parken
flughafen leipzig
flughafen tegel
hotel eder michaela saalbach
swiss air
bvg.de
staedtereise nach barcelona
chichester
travel 24
familienurlaub
muenchen
neckermann reisen
berlin hotel guenstik
fewo direkt
thomas cook reisen
berchtesgaden
reise-preise
booking
billigfluege.de
parkhotel crombach rosenheim
frankfurt
flughafen
flughafen stuttgart
schulferien 2012
wellnesshotel
bahn reisen
best western friedrichshafen holidaycheck
mueggelseehotel
bundesbahn
miles and more kreditkarte
gasthof koeck
srilankan airlines
hrs
ferien 2012
alstervergnuegen 2012
rewe reisen
reise dominikanische rep
holidaycheck
air berlin
flughafen frankfurt
deutsche
bahn
db
jakobsweg
flughafen nuernberg
ferienwohnung
erfurt
hrstuifly
gebeco rundereisen
flughafen tegel
hotel mooshof bodenmais
Ab-in-den-urlaub.de
reisenruecktrittsversicherung
hotel steitgenberger dresden
etihat air berlin
4* hotels in bad fuessing
bad reichenhall
gut ising chiemsee
adac reisen
db fahrplanauskunft
hrs.de
geschwindigkeitsbeschraenkung in ortschaften
tripavdisor
muenchen
grand
hotels in lindau bodensee mallorca dechsendorf
skyscanner hotel azia resort & spa paphos
vtours
hotel best western boppard msc kreuzfahrten
hotel bellevue dresden
british airways tui rundreise myanmar
kloester in sueddeutschland
neckermann
tagesgeld
koeln
hotel st. leonhard ueberlingen
airwaystravel
lufthansa
5
sbahn ffm/flughafen
potsdam
flughafen duesseldorf ankunft air berlin flugplan
hotel.de
billigfluege
INSIGHT
aachen
The bigger a search term appears, the more often it
was used for booking during on-line research processes.
7
Online research behavior shows 2 different groups:
fast bookers and intensive researchers before booking
INSIGHT
6
20
Fast Booker
51%
Intensive Researchers
49%
16
8
7
4
1
4
3 3 3 3
7
2
10
1
2
1 1 1 1 1
13
16
2
1 1
19
2 2 2
3
4
2 2
0
22
25
28
8
Optimize your online product portfolio according to the
specifics of the target groups
Fast Booker1 49%
Intensive Researchers 51%
Booked Hotels and
Package Travel more often
Booked Flights
only more often
Booked slightly more travels to
German speaking destinations
and Eastern Mediterranean see
Booked travels to the Western
Mediterranean See and Out
of Europe more often
Are rather female
Are rather male
Are slightly younger
(higher index for travelers <30)
Are slightly older (higher
index for travelers >50)
Are more likely to live in a
household with >2 people
Are more likely to live in a
household with 1 – 2 people
1
Up to 4 weeks online research before booking
9
Digital touch points help consumers to find out about their actual
wishes and needs, so make your brand "discoverable" online
INSIGHT
7
Average clickstream prior to all bookings of Intensive Research Booker
Aggregators
101
Supplier
41
Travel
Agency
51
Branded
Search
151
Generic
Search
31
Destination
221
Longtail
9
1
1
2
2
3
3
1
1
2
2
4
6
5
2
7
8
15
10
6
11 12
13
7
3
16
17
18
9
19
10
4
5
7
5
14
8
4
3
1
5
3
4
1
4
Intensive Research Booker
191
8
9
12
10
13
11
6
2
15
14
3
14 16
1
2
3
4
5
6
7
8
9
10 11 12 13
15
20
17 18
19
22
21
1
Number of visits | Same color represents visit to same touchpoint | Destination Searches colored in dark blue! | Method: 1. Define the sequence of visits. Which type of website was
on average closest to the moment of purchase; 2. Define the average number of visits per type of website (i.e. retailer websites); 3. Show the sequence for the average number of visits
per type of website; 4. Specify websites per type and mark visits to the same website with the same color | Base: GfK Media Efficiency Panel 2012, Customer Journey Analysis for 2,155
travel bookings (thereof 853 online bookings) - Source: GfK Media Efficiency Panel 2012
10
Online Travel Agencies and Aggregators dominate
the list of visited websites
INSIGHT
8
Top websites1 (net reach %) of all travelers who did online research
Flight bookings
bahn.de
fluege.de
expedia.de
hrs.de
holidaycheck.de
booking.com
opodo.de
tripadvisor.de
lufthansa.com
airberlin.com
ab-in-den-urlaub.de
hotel.de
swoodoo.com
billigfluege.de
germanwings.com
flug24.de
tui.com
schulferien.org
tuifly.com
pointoo.de
reisen.de
dertour.de
ltur.com
berge-meer.de
Hotels
76
46
44
41
40
38
38
36
36
34
31
31
30
25
24
20
19
19
17
17
17
17
16
16
bahn.de
booking.com
holidaycheck.de
hrs.de
ab-in-den-urlaub.de
hotel.de
tripadvisor.de
expedia.de
t-online.de
fluege.de
reisen.de
pointoo.de
travel24.com
lufthansa.com
opodo.de
trivago.de
airberlin.com
schulferien.org
tui.com
ab-in-den-urlaub-deals.de
billigfluege.de
tchibo.de
berge-meer.de
hamburg.de
Package Travel
50
47
44
36
33
31
28
27
23
23
21
20
20
18
18
17
16
15
14
14
14
13
12
11
bahn.de
holidaycheck.de
ab-in-den-urlaub.de
booking.com
reisen.de
travel24.com
tripadvisor.de
expedia.de
hrs.de
fluege.de
opodo.de
airberlin.com
hotel.de
t-online.de
tui.com
lufthansa.com
pointoo.de
bild.de
sonnenklar.tv
swoodoo.com
ltur.com
ab-in-den-urlaub-deals.de
thomascook.de
weg.de
52
48
38
32
31
27
25
24
23
19
19
18
18
17
17
17
16
14
14
Supplier
13
OTA/
13
Aggregator/
13
Meta-Search
13
Travel Info
13
Reading example: hotel.de was visited by 31% of
all travelers who booked hotels and did online research
11
Many opportunities to catch consumers, but only one to convince –
optimize your site to make sure each visit has a positive outcome
INSIGHT
9
Tour Operators
48%
17
14
A
Net reach
36%
B
65%
64%
Aggregator
86% 35
90%
32%
10
C
5
D
3
E
3
F
A
Thereof visiting only once
Source: GfK Media Efficiency Panel UK
12
More mobile devices will lead to more
mobile travel related search queries
INSIGHT
10
700
600
500
+194%
400
Increase
(Jan – Aug. 2013 vs.
Jan – Aug. 2012)
300
200
100
0
Jan. 11
Jul. 11
Jan. 12
Jul. 12
Jan. 13
Jul. 13
Source: internal data from Google, used with permission
13
With the growth of mobile, it is crucial to understand
this sector before engaging a multi-device campaign
1/3 of smartphone users
visited a travel related site
over the network, making
it the 4th highest ranking
category in terms of
unique users.
Sessions
per user
Who is using
8.9 mobile travel sites?
Aged
Earning
Minutes
per session 5.3 25 – 34 £10 – £40k
When is the peak usage
time for mobile travel sites?
MIDWEEK LUNCHTIME
browsing when at work.
Source: GfK MobileInsights UK
14
10 Insights learned from GfK Purchase Journey
Travel
Purchase
Travel and
Internet
agencies
Search has an
Purchase
Cross-channel
journeys
can
be
Internet
agencies and
Search has an
Cross-channel
journeys can be important role in
is ispart
of
90%
catalogues
are
part of 90%
catalogues are
important role in
usage
strong,
extremely
complex,
usage is
is strong,
extremely complex,
German
stillimportant
important
purchase decisions:
decisions:
ofofGerman
still
purchase
ensure
synergy
be
in
the
right
ensure synergy touch-points for be in the right SEM and SEO are
consumer
of message
consumer
touch-points
for place with your SEM must-haves
and SEO are
journeys
packaged
of message
placemessage
with your
journeys
packaged
must-haves
tours
message
tours
1 2 3 4 5
1
2
Online
Online
research
behavior
Make
research behavior
Make
varies
your
varies between
between
your brand
brand
bookers and
discoverable
fastfastbookers
and discoverable
intensive
online
intensive
online
researchers
researchers
3
4
5
Many
OTA and
Many
opportunities
to More
mobile
OTA and
opportunities to
More mobile
aggregators
aggregators
catch
devices
will
catchsearching
searching
devices will
dominate the
dominate
the
consumers, lead
lead
more travel
consumers,
totomore
travel
list of visited
but only one to
related queries
list websites
of visited
but only
one to related queries
convince
websites
convince
6 7 8 9 10
6
7
8
9 10
15
THANK YOU FOR YOUR ATTENTION
Matthias Hartmann, CEO GfK Group
ITB Berlin, March 4, 2014
16

customer journey travel

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