Tbex 2013 Toronto Travel Technology Trends & Innovation
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Tbex 2013 Toronto Travel Technology Trends & Innovation featuring Tahnee Perry, Group Marketing Director, with Northstar Travel Media
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Tbex 2013 Toronto Travel Technology Trends & Innovation
- 1. Travel Technology Trends & Innovation Presenter: Tahnee Perry Group Marketing Director Northstar Travel Media
- 2. © 2012 PhoCusWright Inc. All Rights Reserved. 2 Online Travel 1.0
- 3. © 2012 PhoCusWright Inc. All Rights Reserved. 3 Travel 2.0 Transparency Collaboration Speed Predictive Information
- 4. © 2012 PhoCusWright Inc. All Rights Reserved. 4 Travel 3.0 Social Media Mobile Personalization Semantic Search
- 6. © 2012 PhoCusWright Inc. All Rights Reserved. 6 General Travel Booking Channel, 2011 Question: How did you book your N leisure trips in the past 12 months? Select one. Base: U.S. travelers (2011 N=2,036; 2010 N=2,529; 2009 N=2,755; 2008 N=1,989) Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Third Edition 32% 22% 29% 6% 9% Only online Usually online Both online and offline Usually offline Only offline
- 7. © 2012 PhoCusWright Inc. All Rights Reserved. 7 What Really Matters to Online Travel Shoppers When Planning, 2011 Question: Please indicate how influential each online feature is to you when planning leisure travel. Base: U.S. travelers who typically use Web sites to plan travel (N=2,346); Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Third Edition 45% 57% 59% 61% 66% 73% 75% Professional online travel video Traveler-generated photography Professional photography Reviews from travel professionals Traveler review websites Traveler review on OTAs Interactive maps
- 8. © 2012 PhoCusWright Inc. All Rights Reserved. 8 Website Choice Motivation, 2011 Question: Why did you choose the particular Web site(s) you used? Select all that apply. Base: Online shoppers (2010 N=2,008; 2011 N=1,587) Source: PhoCusWright’s Consumer Travel Report Fourth Edition 59% 47% 48% 35% 32% 27% 28% 20% 18% Ease of use Good experience with site Best price/offers Trust in brand Ideas No fees Selection Information Official website
- 9. © 2012 PhoCusWright Inc. All Rights Reserved. 9 Information Sources for Destination Selection Question: What sources of information did you use to help you select the destination(s) for this trip? Select all that apply. Base: U.S. travelers who selected some or all leisure destinations in past 12 months independently (2009 N=1,451; 2010 N=1,462; 2011 N=1,202) Source: PhoCusWright’s Consumer Travel Report Fourth Edition 3% 5% 7% 10% 14% 16% 17% 31% 60% 7% 4% 6% 12% 12% 13% 13% 31% 54% Printed advertising Calls/visits to city/state destination travel bureaus Personal advice from travel agents Printed publications, articles or brochures Information in printed travel guidebooks Websites or applications via mobile device Online advertising/email Personal recommendations from friends/family Internet websites via computer 2010 2011
- 10. © 2012 PhoCusWright Inc. All Rights Reserved. 10 Websites Used for Destination Selection, 2011 Question: What type(s) of Web sites did you use? Select all that apply. Base: U.S. travelers who selected leisure destinations independently and used websites as information sources (2009 N=836; 2010 N=874; 2011 N=793) Source: PhoCusWright’s Consumer Travel Report Fourth Edition 8% 10% 11% 12% 19% 22% 27% 30% 42% 57%General search engines OTA websites Traveler review websites Travel search engines Travel provider websites Destination websites Deals newsletters/ websites Travel guide websites Social networking websites Mags/Paper websites
- 11. © 2012 PhoCusWright Inc. All Rights Reserved. 11 Sources of Information Used in Shopping Phase Question: What sources of information do you typically use when comparing and choosing leisure travel products, such as airline tickets or hotel rooms? Select all that apply. Base: U.S. travelers (N=2,036) Source: PhoCusWright’s Consumer Travel Report Fourth Edition 6% 8% 10% 13% 15% 16% 19% 25% 38% 74% 11% 8% 8% 18% 14% 11% 18% 22% 38% 77% Printed advertising Calls/visits to travel bureaus/tourist… Calls to travel professionals/travel agents Printed publications, articles or brochures Calls to travel providers Websites or apps via mobile device Printed travel guidebooks Online advertising/email promotions Recommendations from friends/family Websites via computer 2010 2011
- 12. © 2012 PhoCusWright Inc. All Rights Reserved. 12 Websites Used for Shopping, 2011 Questions: What type(s) of Web sites do you typically use when comparing and choosing leisure travel products? Select all that apply. Which of the following, if any, have you done in the past 12 months? Traveled by airplane Base: U.S. travelers who used websites information when comparing and choosing leisure travel products (2010 N=2,008; 2011 N=1,587) Source: PhoCusWright’s Consumer Travel Report Fourth Edition 3% 9% 11% 12% 18% 19% 32% 33% 36% 54% 61%OTA websites General search engines Travel provider websites Travel search engines Traveler review websites Destination websites Deals newsletters/websites Travel guide websites Social networks Mags/Paper websites Mem -bers
- 13. Social Is Not a Trend
- 14. © 2012 PhoCusWright Inc. All Rights Reserved. 14 Even Grandma Is on Facebook
- 15. Ignoring It Won’t Make It Go Away
- 16. With all this talk on (and about) social networks, do travelers actually listen?
- 17. © 2012 PhoCusWright Inc. All Rights Reserved. 17 Source: PhoCusWright Inc. What is Happening Today What Needs to Happen • Embrace social media marketing • Seize the opportunities that social media marketing has to offer • Determine the tolerance for experimentation without hard ROI, since metrics and measurers are emerging Now and Future
- 18. © 2012 PhoCusWright Inc. All Rights Reserved. 18 79% 34% 26% 10% How U.S. Online Travelers Use Social Networks Base: U.S. online travelers (2011 N=1,948) Source: PhoCusWright’s Traveler Technology Survey November 2011 and PhoCusWright’s Consumer Travel Report Fourth Edition, May 2012 Use generally Share travel experiences Solicit travel advice Planning/ Shopping
- 19. © 2012 PhoCusWright Inc. All Rights Reserved. 19
- 22. Mobile Is Trending Everything
- 23. Where am I right now? What time is it? What device am I using? What’s the weather like? How did I get here?
- 24. © 2012 PhoCusWright Inc. All Rights Reserved. 24 The Bookings Are Coming! Note: 2011-2013 projected Source: PhoCusWright’s Mobile Hits the Mainstream: Technology & Industry Trends, February, 2012 0.4% 2.4% 4.3% 6.5% 0% 1% 2% 3% 4% 5% 6% 7% 0 2 4 6 8 10 2010 2011 2012 2013 ShareofOnlineTravelMarket(%) MobileGrossBookings($B) Total Mobile Bookings Mobile as a Share of Total Online Travel Market
- 25. © 2012 PhoCusWright Inc. All Rights Reserved. 25 Web Traffic in North America, by Device, June 2012 Desktop 72% Smartphone 21% Tablet 7% Source: Chitika Internet Access Platform Tracker, June 30, 2012; www.emarketer.com
- 27. Tablets Are Not Phones Source: Yankee Group
- 28. The capabilities of the mobile platform converge, and users achieve true mobile empowerment Traveler just wants to touch icon and unlock hotel room door The future: Travelers engaging in apps based on function, not supplier
- 29. © 2012 PhoCusWright Inc. All Rights Reserved. 29 Source: “Half of adult cell phone users have apps on their phones”. Pew Research Center’s Internet and American Life Project, November, 2011, http://pewinternet.org/Reports/2011/Apps-update.aspx ; PhoCusWright Inc. What is Happening Today • 500,000 apps for iPhone • Apple users downloading apps at rate of 350 per second • 370,000 apps for Android • Apps being added to Android platform at rate of 12K-34K/month • 35% of U.S. adults have apps • 24% use their apps • 68% use five or fewer each week What Needs to Happen • Deliver functions, not branded apps • Check into any hotel • Access any car rental • Change any flight reservation • Seamlessly integrate apps and native phone features • Allow phone to handle underlying complexity • Build towards contextual awareness and filters • Improve network performance Now and Future
- 30. © 2012 PhoCusWright Inc. All Rights Reserved. 30 Intelligent Assistant for the iPhone
- 31. © 2012 PhoCusWright Inc. All Rights Reserved. 31 Apple's new iPhone Passbook App works for any airline boarding pass
- 32. © 2012 PhoCusWright Inc. All Rights Reserved. 32 British Airways gives flight attendants iPads with key customer profile information
- 33. © 2012 PhoCusWright Inc. All Rights Reserved. 33 Local Activity-Related Mobile Activities Question: Which travel products have you researched, booked or changed reservations for online using your mobile phone? Select all that apply for the products you researched, booked or changed. 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 58% 19% 10% Research options Make new reservations Modify existing reservations Research options Make new reservations Modify existing reservations
- 34. © 2012 PhoCusWright Inc. All Rights Reserved. 34 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Leisure travelers Leisure travelers Leisure travelers Research activities Book local activities Modify local activities Before departing for my trips While in transit to my destination After I have arrived at my destination Did not conduct this activity Timing of Mobile Travel Activities, Local Activities Question: Please indicate at what point you typically use your mobile phone’s online functions for the following activities. Select all that apply for the products you researched, booked or changed. 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
- 35. © 2012 PhoCusWright Inc. All Rights Reserved. 35 14% 17% 30% 37% 39% 48% 58% What are Mobile Users Interested In? Question: Which, if any, of the following mobile website/app capabilities will you likely use or find appealing when traveling in the future? Base: U.S. Mobile Internet users(N=1,125); U.S. Business traveler mobile Internet users(N=1,526) Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011 Purchase extra services from airlines (seats with extra leg room, in flight wireless access Upload digital or photographed receipts to expense reports Book travel (airline tickets, hotel rooms, car rental) Look up supplemental information about my travel, such as seat maps, on time likelihood, and weather Receive personalized discounts/offers specific to my travel destination Receive alerts about flight status changes, gate changes, and cancellations Find hotels, restaurants, or activities near my current location
- 36. Travel 3.0 is Here
- 37. © 2012 PhoCusWright Inc. All Rights Reserved. 37 THANK YOU
Notes de l'éditeur
- Brochures on the web
- Success in this social media-dominated world requires travel companies to embrace social media marketing.Social Media Marketing has a major opportunities for innovation. Carpe Diem.This is a new area. Metrics and Measurers are emerging. Determine your companies tolerance for experimentation without hard ROI
- More than a platform for sharing personal information, Facebook provides a rich programming environment as shown in this Infographic. You will notice it supports multiple types of media, , multiple processes and interactions, and multiple types of activities Carnival partnered with Buddy Media to develop and launch a Facebook page that uses videos to help first-time cruisers become more comfortable with the cruise experience. This page allows potential travelers to interact with Carnival Cruisers, ask questions and interact with crew members.
- Mobile is upon us. However users are overwhelmed by the number of Apps, mostly vertical.To have true mobile empowerment, the mobilesphere will migrate to horizontal apps that provide cross supplier capability
- What is Happening TodayOver a half million apps available for the iPhoneapps are being downloaded from Apple at a rate of 350/secondAndroid has about 230K apps less than Apple but is pedaling hard. Apps are being added to the Android platform at the rate of 12k to 34k/monthHowever,Only 35% of US adults have apps on their mobile phones24% of US adults actually used their apps68% used 5 or fewer each week.What Needs to HappenSmart phones that deliver functions, not branded apps.Check in to whatever hotelRent any carDeal with a multi carrier air reservationEnjoy apps that fully utilize phonesContextual and location awarenessFaster networks
- Here are some sample queries Siri can handle today:Adding EventsSet up a meeting about hiring tomorrow at 9 a.m.New appointment with Susan Park Friday at 3 p.m.Schedule a planning meeting at 8:30 today in the boardroomChanging eventsMove my 3 pm meeting to 4:30Reschedule my appointment with Dr. Manning to next Monday at 9 amAdd Lisa to my meeting with JasonCancel the budget review meetingAsking about eventsWhat does the rest of my day look like? Majel, Google’s answer to Siri, may actually one-up Siri with capabilities
- Here are some sample queries Siri can handle today:Adding EventsSet up a meeting about hiring tomorrow at 9 a.m.New appointment with Susan Park Friday at 3 p.m.Schedule a planning meeting at 8:30 today in the boardroomChanging eventsMove my 3 pm meeting to 4:30Reschedule my appointment with Dr. Manning to next Monday at 9 amAdd Lisa to my meeting with JasonCancel the budget review meetingAsking about eventsWhat does the rest of my day look like? Majel, Google’s answer to Siri, may actually one-up Siri with capabilities
- Here are some sample queries Siri can handle today:Adding EventsSet up a meeting about hiring tomorrow at 9 a.m.New appointment with Susan Park Friday at 3 p.m.Schedule a planning meeting at 8:30 today in the boardroomChanging eventsMove my 3 pm meeting to 4:30Reschedule my appointment with Dr. Manning to next Monday at 9 amAdd Lisa to my meeting with JasonCancel the budget review meetingAsking about eventsWhat does the rest of my day look like? Majel, Google’s answer to Siri, may actually one-up Siri with capabilities
- Social Media – don’t wait for the ROIMobile – mobile sites, apps, tablets Personalization Semantic Search – search continues to improveEmerging Markets – taking off
- These are exciting times for the travel industry. The Internet is maturing. Technology options are substantial, providing marketers with more and better ways to serve customers with more relevant content and new ways to purchase travel. Channel dynamics are changing as technology enables new forms of connectivity. Enormous opportunities remain in associating travel planning and continuous merchandising with social networks, location-based services and interactive gaming. The Internet of things could make travel much more convenient. In the shadow of all of these market-facing opportunities is the need to leverage technology to provide better customer service