Educational session given during Travel Exchange, on Feb 2, 2016 in Atlanta. #TREX16

1. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
TREX2016
Online Behaviors in Key
International & Emerging Markets

2. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Agenda ]
1. The online decision marking process in travel
2. How online tactics effectiveness vary per country
3. What role for OTA and social media?

3. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]

4. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]

5. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]

6. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]
Source: Tripcase infographic, december 2015

7. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]

8. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]

9. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]

10. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]
Source: TripAdvisor Barometer 2014.
Photos & videos impact booking decisions as well…

11. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]
Source: Worms University Study, ITB 2014

12. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 1. The Decision-Making Process ]
While TripAdvisor may have
global usage, different countries
prefer show different behaviors
in how they use this platform…
Source: TripAdvisor Barometer 2014.

13. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Agenda ]
1. The online decision marking process in travel
2. How online tactics effectiveness vary per country
3. What role for OTA and social media?

14. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
Source: We Are Social, 2016

15. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Internet Penetration Per Region ]
Source: We Are Social, 2016

16. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Mobile Share of Web Traffic ]
Source: We Are Social, 2016

17. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Social Media Use vs Population ]
Source: We Are Social, 2016

18. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
Looking at the various possible tactics, which ones are
most effective in getting the online conversion?
1. Organic Search
2. Generic Paid Search
3. Brand Paid Search
4. Display Click
5. Referral
6. Email
7. Social Media
8. Direct Traffic

19. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
How marketing channels for large businesses in the travel
industry in the U.S. influence the purchase decision.
Source: Think with Google

20. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
How marketing channels for small businesses in the travel
industry in the U.S. influence the purchase decision.
Source: Think with Google

21. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
How marketing channels for small businesses in the travel
industry in the Brazil. influence the purchase decision.
Source: Think with Google

22. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
How marketing channels for small businesses in the travel
industry in the Japan. influence the purchase decision.
Source: Think with Google

23. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
How marketing channels for medium businesses in the travel
industry in the U.K. influence the purchase decision.
Source: Think with Google

24. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
Channel position on the path to
purchase for Email, looking at
small businesses in the travel
industry in Japan.
Source: Think with Google
At the beginning of the purchase path,
Email helps customers gain awareness
of your product or service. In the middle,
it creates desire and boosts interest. And
at the end, it helps to seal the deal

25. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
Channel position on the path to
purchase for Email, looking at
medium businesses in the travel
industry in U.K.
Source: Think with Google
At the beginning of the purchase path,
Email helps customers gain awareness
of your product or service. In the middle,
it creates desire and boosts interest. And
at the end, it helps to seal the deal

26. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
At which stage of the research process is a smartphone used? In China, for travel
category. Source: Think with Google (Mobile in the Purchase Journey)

27. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 2. How Online Behaviors Vary Globally ]
At which stage of the research process is a smartphone used? In United States, for
travel category. Source: Think with Google (Mobile in the Purchase Journey)

28. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Agenda ]
1. The online decision marking process in travel
2. How online tactics effectiveness vary per country
3. What role for OTA and social media?

29. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 3. What Role for OTA & Social Media ]
Tnooz, Nov 26, 2015

30. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ 3. What Role for OTA & Social Media ]
1. Ctrip + Qunar
2. Elong

31. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Case Study – Indonesia ]
Source: Google & GFK, WebinTravel, Oct 2015

32. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Case Study – Indonesia ]
Source: Google & GFK, WebinTravel, Oct 2015

33. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Case Study – Indonesia ]
Source: Google & GFK, WebinTravel, Oct 2015

34. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Case Study – Indonesia ]
Source: Google & GFK, WebinTravel, Oct 2015

35. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Case Study – Indonesia ]
Source: Google & GFK, WebinTravel, Oct 2015

36. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Key Takeaways ]
1. The tools and online tactics may be the same across
the world, they don’t have the same effectiveness
within the decision-making process in travel
2. Asia leads the way in mobile usage and commerce,
followed Europe and North America
3. Different social media and mobile apps lead in specific
regions – there is no one-size fits all!

37. “Online Behaviors in Key International & Emerging Markets”By @gonzogonzo www.fredericgonzalo.com
[ Questions / Comments? ]
Contact me: frederic@gonzomarketing.biz or www.fredericgonzalo.com