consumer travel insight from three major European consumer travel markets: France, Germany and the U.K

1. September 26, 2013
A PhoCusWright Webinar
Getting To Know Europe's New Digital Traveler,
Sponsored by Monetate
Douglas Quinby
Vice President,
Research
PhoCusWright Inc.
Marcello Gasdia
Consumer Research
Analyst
PhoCusWright Inc.
Sponsored by:
Mike Harris
Vice President,
EMEA
Monetate

2. Getting To Know Europe's New Digital Traveler, Sponsored by Monetate
September 26, 2013
To view the recorded
presentation, please click here.
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© 2013 PhoCusWright Inc. All Rights Reserved.
2

3. Agenda
• General Leisure Traveler Behavior
and Technology Adoption
• Online Leisure Travel Planning
Trends
• Connecting with Digital Travelers:
Challenges and Opportunities
© 2013 PhoCusWright Inc. All Rights Reserved.
3

4. © 2013 PhoCusWright Inc. All Rights Reserved.
4

5. 75% 75% 78%
69% 68% 72%
67% 66% 70%
Source: PhoCusWright’s European Consumer
Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
5

6. Top 3 Reasons for Not Traveling
47%
Financial considerations/travel is too
expensive
I went to places where I could stay
with friends/family
55%
50%
24%
14%
15%
22%
No time to travel
18%
16%
France
Germany
U.K.
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
6

7. Discretionary Spending Preferences
Travel and Tourism
Travel and Tourism
Travel and Tourism
Dining/nightlife
Consumer Electronics
Dining/nightlife
Entertainment/Sports
Dining/nightlife
Consumer Electronics
Fashion and accessories
Fashion and accessories
Home improvements
Health/Beauty/Spa products
Health/Beauty/Spa products
Entertainment/Sports
Home improvements
Home improvements
Fashion and accessories
Consumer Electronics
Entertainment/Sports
Cars/car-associated goods
Cars/car-associated goods
Cars/car-associated goods
Health/Beauty/Spa products
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
7

8. MOBILE
+
SOCIAL
NETWORK
ADOPTION
© 2013 PhoCusWright Inc. All Rights Reserved.
8

9. Mobile Web Adoption (Smartphones Only)
58%
68%
75%
45%
2011
2012
2013
2011
France
56%
2012
Germany
66%
2013
58%
2011
69%
2012
75%
2013
U.K.
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
9

10. “Frequent/Daily” Mobile Web Users, by Age
100%
90%
80%
70%
18-24
25-34
60%
35-44
50%
45-54
40%
55-64
65+
30%
20%
10%
0%
2011
2012
2013
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
10

11. “Frequent/Daily” Mobile Web Users, by Age
100%
84%
90%
80%
70%
70%
60%
56%
50%
18-24
40%
30%
20%
10%
0%
2011
2012
2013
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
11

12. 2012
2013
U.K.
2011
80%
Germany
Participation in Social Networks
70%
60%
50%
40%
30%
20%
10%
Facebook
Twitter
Linked-in
Google+
U.K.
Germany
France
U.K.
Germany
France
France
U.K.
Germany
France
U.K.
Germany
France
0%
No Participation
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
12

13. Online Leisure Market Penetration
52%
40%
35%
Source: PhoCusWright’s European Online Travel Overview Eighth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
13

14. Digital Travel Planning Trends
© 2013 PhoCusWright Inc. All Rights Reserved.
14

15. % of Travelers Who Typically Shop For Travel on Desktops or
Laptops
2012
77%
72%
France
2013
77%
80%
78%
71%
Germany
U.K.
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
15

16. 13%
15%
11%
11%
9%
2012
9%
10%
France
10%
14%
2013
10%
8%
Germany
8%
U.K.
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
16

17. ?
© 2013 PhoCusWright Inc. All Rights Reserved.
17

18. Time Spent Planning Leisure Travel on Desktop Web
(Mobile Travel Planners only)
18%
Desktop/Laptop
17%
65%
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
18

19. Polling Question
Among European mobile travel planners, what
percent of all online leisure trip planning was
conducted on a tablet?
a. 7%
b. 18%
c. 23%
© 2013 PhoCusWright Inc. All Rights Reserved.
19

20. Time Spent Planning Leisure Travel on Desktop Web,
Smartphones and Tablets (Mobile Travel Planners)
18%
Desktop/Laptop
Smartphone
17%
65%
Tablet
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
20

21. Time Spent Planning Leisure Travel on Mobile Devices, by
Age
Smartphone
11%
21%
Tablet
24%
22%
25%
18-24
19%
25-34
16%
35-44
10%
45-54
30%
3%
55+
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
21

22. vs.
?
© 2013 PhoCusWright Inc. All Rights Reserved.
22

23. 19%
20%
62%
17%
17%
64%
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
23

24. Connecting with Digital Travelers: Challenges and Opportunities
© 2013 PhoCusWright Inc. All Rights Reserved.
24

25. Desktop/Laptop only travel planners
(Markets Combined)
Annual Household Travel Spend
© 2013 PhoCusWright Inc. All Rights Reserved.
Mobile travel planners
(Markets Combined)
€2,437
€3,394
25

26. Top 3 Drivers of Travel Brand Loyalty
36%
It offers better prices/value
37%
49%
36%
It is reliable/I haven't had problems
France
44%
45%
Germany
U.K.
22%
It's easy to shop/find what I am looking for on its
website
30%
32%
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
26

27. Factors Influencing Trying New Travel Brand
Influential
22%
Recommendations from
friends/family
9%
10%
5%
5%
Personalised
offers/recommendations
20%
A one-time promotional
offer for new users
6%
25%
23%
32%
Positive media coverage
(news articles, etc.)
A loyalty programme
France
High ranking search results
5%
5%
17%
35%
14%
U.K.
Germany
France
U.K.
14%
3%
U.K.
36%
Germany
36%
29%
Germany
26%
France
32%
France
29%
U.K.
33%
Germany
32%
France
U.K.
37%
Germany
France
30%
39%
11%
11%
11%
14%
17%
22%
U.K.
10%
11%
Germany
15%
France
15%
U.K.
19%
18%
16%
Germany
23%
Extremely Influential
Television/Media
Advertisements
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
27

28. Personalized Offers Are on Traveler’s Radar…

29. “I expect travel websites to reference my past activities to
personalize offers for me.”
Strongly Disagree
1-2 Trips Annually
3-5 Trips Annually
6+ Trips Annually
2
3
4
24%
18%
20%
17%
Strongly Agree
36%
21%
16%
16%
29%
28%
21%
25%
7%
9%
14%
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
29

30. .
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36. Questions?
Douglas Quinby
Vice President,
Research
PhoCusWright Inc.
Marcello Gasdia
Consumer Research
Analyst
PhoCusWright Inc.
Sponsored by:
Mike Harris
Vice President,
EMEA
Monetate

37. Related Release
www.phocuswright.com/products/4259
Available Friday, September 27, 2013

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