Etude Yahoo Voyage / Travel Study - Connected Holiday Makers EU5

EU5 Travel study
‘Connected Holiday Makers’
© 2013 Yahoo. Confidential & Proprietary. Do not share or distribute. 1

We spoke to:
And be
intending to
take a holiday
in the next 12
months
Drag or insert client logo or image
here
All to have
taken a
holiday in
past 12
months
5
MARKETS
6,467
adults (18+)
1621 1329 1216 1165 1136
Weighted to
proportional
representation
+ IAB UK Mobile Travel Audit October 2013

Close to home staycations for half of travellers
60%
Own country Short haul (0 - 3
hour flight)
38%
Mid haul (3 - 6
hour flight)
25%
49%
Long haul (6 +
hour flight or
more)
44%
1+ business trip in
the past 12
months
Q4. How many personal/leisure holidays, including weekend breaks, have you made in the past 12 months? Q5. How many business trips have you
made within the past 12 months?
Base: All travelers (n=6,467)
86%
93% 95%

1 out of 4 travels alone
SELF COUPLE FAMILY FRIENDS
24% 53% 45% 40%
++ all inclusive
++ beach resorts
++ spa retreat
++ 45-54 y.o.
++ 55 and more y.o.
++ income
++ all inclusive
++ beach resorts
++ camping/caravan
++ 35-44 y.o.
++ 45-54 y.o.
++ income
Q14. For each of these types of holiday, who do you usually go with?
++ far flung
++ touring
++ hobbies/passions
++ clubbing/partying
++ shopping
++ 18-24 y.o.
++ all inclusive
++ beach resorts
++ touring
++ hobbies/passions
++ clubbing/partying
++ shopping
++ 18-24 y.o.
Type of
holiday
Demo.

High at t i tudinal discrepancies between count r ies
ENGAGED
1.Most likely to book with providers at destination
2.Most likely to travel any time during the year
3.Planning cycle longest for long haul travel
4.Most likely to stick to types of holidays they know
CONVENIENCE DRIVEN
1.Most likely to need travel websites to be in their
language
2.More need for seasonal offers
3.More likely to want travel websites to give advice &
recommendations
4.Least likely to research their holidays in detail
5.Most likely to want a ‘one stop travel shop’
FAMILIAR COMFORT
1.Holidays are closer to home
2.Most likely to travel at specific times of year
3.Most likely to want travel websites to give advice & recommendations
4.Most likely to book full itinerary in advance
5.Most likely to use same travel website each time they book
CONFIDENCE
1.More likely to hunt out inspiration
2.Require more travel website brand trust
3.Least likely to book with local suppliers
(a trust issue!)
4.Least likely to fly budget airlines
5.Least likely to book full itinerary in advance
IN THE MOMENT
1.Holidays are closer to home
2.More need for seasonal offers
3.Most likely to use travel apps
4.Most likely to book holidays at the last min.
5.Don’t care where company they book from
is based
6.Use friends’ photos to inspire holiday choice

P L A N N I N G : i n s p i r e m e
© 2013 Yahoo. Confidential & Proprietary. Do not share or distribute.
7

Differentiate beyond pricing... Inspiration
49%
Seeking new
destination to
visit
58%
15%
‘don’t care which
airline, as long as
it’s the best price’
(strongly agree)
22% 21%
++
++
++
Q12. We’re interested in what type of traveller you are. How strongly do you agree or disagree with each of the following
statements on travel? Base: All travelers (n=6,467) – strongly agree Q15. Which of the following tends to influence where
you choose to go on holiday? Please tick all that apply. MULTICODE Base: All travelers (n=6,467)

Planning… a pleasurable adventure
65%
Research every
holiday detail -
want best
experience
++
59% 72%
35%
I stick with the
types of holidays
and destinations
that I know best
Q12. We’re interested in what type of traveller you are. How strongly do you agree or disagree with each of the
following statements on travel? Base: All travelers (n=6,467) – strongly/ slightly agree
75%
Enjoy the
experience of
organizing my
own holiday
27%
© 2013 Yahoo. Confidential & Proprietary. Do not share or distribute.
9

The internet: primary source of inspiration
Inspiration is the key and while it’s not coming from travel websites it IS coming from the internet…..
62%
51%
33%
28%
25%
17%
16%
15%
8%
7%
Internet
Recommendation via a relative,…
TV
Magazine
Travel guide book
Newspaper
A web-based travel agency
A high street travel agent
Radio
Outdoor
++
Q17. Please tick all of the following sources that have given you inspiration for a destination that you had not considered before.
72%
Accyblue
++ ++
59%
I can find travel
articles and
information online
that I can’t find
anywhere else
69%

Q11. Please think about [INSERT BRAND 1] and tick all the statements that apply to it … Q9. And which of these travel
companies/ brands have you heard of? Q10. Which have you used to book your travel and holidays in the last 12 months – this
can be flights and/ or accommodation and/ or tours? Base: All travelers (n=6,467)

Picture is essential
Visualisation is key to every stage of planning process… inspiration is coming from images – whether
advertising or friends’ albums
68%
I find photographs
very important in
deciding whether or
not to purchase a
travel product or
service
49%
++
Prefer ads that help
them visualize the
holiday they plan
on taking
72%
Vs.
Videos
are
important
at 35% 45%
Q22. Thinking specifically about travel websites how strongly do you agree or disagree with the following. Q33. How strongly do you agree or disagree with the following statements about advertising you might
see for travel companies/ airlines/ etc… Q18. Which of the following internet sources have given you inspiration for a travel destination you have not considered before?
Base: All travelers (n=6,467) – strongly/ slightly agree

Eating out, excursions & even route planning =
opportunity for inspiration
Clear gaps between browsing and revenue generation shouldn’t be an area to ignore – it’s an opportunity
to provide a portal of inspiration!
43%
39%
35%
32% 31%
28% 27%
23%
Researched
Booked
21% 21% 21% 20% 19% 18% 16% 16%
13% 13% 12%
37%
32%
29%
7% 7%
21%
16%
9% 8%
14% 13% 11% 10%
14%
10%
5% 4% 4% 4%
Q20. Which of the following holiday travel products or services have you researched and / or booked online in the past 12 months. Please select all that apply per column.

B O O K I N G : o p p o r t u n i t i e s
t o d i s r u p t

2
trends
Research is
widespread with
no central point
for both
inspiration and
booking… leading
to shopper fatigue
& a desire to
centralize
Many are looking
to book ‘real,
authentic’
experiences in
destination
countries

Research is broad: time for consolidation?
The ‘travel agency’ format is dead! Should travel websites look towards being a ‘one stop travel
destination’… a form of concept store.
48%
++
40%
37%35%33%32%31%
++
26%25%
++
20%20%18%
15%
++
++
++
++
Q16. Which of the following do you tend to use to research and plan your holiday/short breaks? Please select all that apply.
leakylightbucket
++
12%11% 11%
44%
use 5+
sources to
research &
plan holiday
++
++

Preparing for a trip: 3rd most searched topic
Source: Yahoo Search academy | September 2012 | 1548 resp.

Many are after a ‘one stop shop’
joe00064
“I prefer a one stop shop for all my travel
needs rather than using a range of sites” 38%
47%
++
Q22. Thinking specifically about travel websites how strongly do you agree or disagree with the following…
Base: All travelers (n=6,467) strongly/ slightly agree

Booking: an opportunity to move towards local
Travel booking habits are moving towards managing out the middleman
37%
‘I try to book direct with
a local company at my
destination’
48%
‘I book all components
of my holiday separately
rather than getting a
package deal’
60% 56% 33%
69%
‘Important that the
provider of the
website is a brand I
trust’
76%
Q12. We’re interested in what type of traveller you are. How strongly do you agree or disagree with each of the following statements on travel? Q21. Which of the following do you consider
when choosing a company/ website to book your holiday trip with?
Base: All travelers (n=6,467) – strongly/ slightly agree
++

Language is the key barrier to going local
Particularly true for France.
75%
83%
Andrew Wragg
“It is important to me that a travel website is
available in my own language when researching
and booking leisure travel online”
Q22. Thinking specifically about travel websites how strongly do you agree or disagree with the following…

Multi-screen optimisation: not yet the norm...
SOURCE: IAB Mobile Travel Audit October 2013
48%
6% 4%
Mobile
optimised site
Tablet specific
site
Base: Top 50 UK travel companies
Responsive
web design

M O B I L E : T H E C O N N E C T E D
H O L I D A Y
25

SPAIN ITALY FRANCE
UK
78% 65%
63%
GERMANY
61%
% using smart phone abroad
69%

Mobile: not the future of travel… travel NOW
Ignore mobile use at your peril… no longer the preserve of the brave pioneers, mobile is being used
to plan holidays, to facilitate holidays when at destination and to curate their experience
Use travel
apps
NET SCORES: SMARTPHONE USERS
46%
(To plan, book
and facilitate)

deviantskies
Holiday phone use is prolific
And a real sense of ‘immediate curation’
Make phone calls
Access the internet
Take photos and upload to the internet
immediately
Use internet enabled chat services
(e.g. Whatsapp, instant messenger,…
Access apps that require internet
access
Access apps without internet access
needed
Take videos and upload to the internet
immediately
Q31. Do you tend to do any of the following on your mobile phone when on holiday?
Base: All who have a Smartphone (3840)
70%
70%
63%
42%
38%
36%
33%
17%
Text
++ ++
Immediate
holiday
curating
++ ++
++ ++
++ ++
++

C O M M U N I C A T I N G : t h e r i g h t
t a r g e t i n g

Be in consideration set BEFORE consideration
In own country
Short haul
Mid haul
Long haul
7%
1%
25% 30%
6%
5%
31%
22%
16%
11%
35%
34%
29%
41%
13%
1%
30%
12%
3%
22%
12%
23%
6%
26%
11%
2%
12 to 24 months
ahead
6 to 12 months
ahead
3 to 6 months
ahead
1 to 3 months
ahead
1 to 4 weeks
ahead
Within the same
week
Q7a. In general how far in advance do you start planning your holiday when it is…
Base: All travelers doing each type of trip – In own country (5709), Short haul (4130), Mid haul (2815), Long haul (2320)

Reaching your audience through the travel cycle
Q30. What role did your mobile phone play in booking/researching/organising your latest holiday? Select all that apply…

Reaching your audience through the travel cycle
After
Before  Photo / video curation
 Weather
 Travel searches
 Family/friends advice
 Price comparison
 Deals tracking
During
 Weather
 Checked documents
 Travel updates
 Social Updates
 Photos / videos curate
 Online check in
Q30. What role did your mobile phone play in booking/researching/organising your latest holiday? Select all that apply…
 Holiday evaluation
 Sharing online
 Advocacy

Very different uses depending on device

Thinking in terms of Multi-media as multi-tasking
search grows
54%
Of resp. perform searches
while they are watching TV
On which devices?
36%
82%
Based on 54% multitaskers

What about people who own a computer, a
smartphone and a tablet?
79%
Of resp. perform searches
while they are watching TV
On which devices?
55%
57%
Based on 54% multitaskers

Digital is more than a booking engine
Digital can help move your customers down the path to purchase
Yahoo! is uniquely positioned
to help you with a holistic
travel proposition.
Our suite of products a
specifically designed to help
you not only drive cost
effective conversions and
bookings, but accompany the
traveller on their entire path
to purchase.
SCALE
MORE DATA MORE CREATIVE
INSPIRATION
CONSIDERATION
CONVERSION

A journey starts with a single step
Four months out is the average time people start to think about travel.
What?
• Choosing a destination & brand.
• Researching a trip.
• Planning activities.
When?
16 weeks plus for the typical
consumer traveller.
Why ?
Starting that influencing process
is critical to driving people to
purchase.
INSPIRATION
CONSIDERATION
CONVERSION
Month 4+
Month 3
Month 2
Month 1

Yahoo! Homepage and Log In
Inspiring and Delighting Millions of potential customers

Inspiration through Brand content
Creation of a brand page, hosted on Yahoo Pour Elles, with
texts and pictures to discover all the wonders of Tunisia
This brand page includes:
• 15 text articles and 6 slideshow dispatched in 4 main
sections:
• Nature
• Culture
• Lifestyle
• Food
• Weather app showcasing the weather in the main
Tunisian cities
• Facebook fan badge

Driving consideration through targeting
What?
• Researching a trip.
• Planning activities.
When?
12-16 weeks plus for the typical
consumer traveller.
Why ?
Begin to focus messaging on
active and in market customers.
Start to bring data to bear to narrow down the audiences.
INSPIRATION
CONSIDERATION
CONVERSION
Month 4+
Month 3
Month 2
Month 1

Beginning to leverage Yahoo! Data
Access proprietary and 3rd party data to narrow down audiences
BA Receipt
Shopping addict
Female, 25
Paris
iOS and PC

Driving conversion through DR and Search
Leverage Yahoo!’s unique position across Search and Performance Display
What?
• Booking flights, hotels, trains,
buses and car hire.
When?
0-6 weeks for the typical traveller.
Why ?
Make sure the right offer and
product is in front of the consumer
at the right time.
INSPIRATION
CONSIDERATION
CONVERSION
Month 4+
Month 3
Month 2
Month 1

Yahoo Bing Network has a large audience
Unique Searchers
Unique searchers on the
Yahoo! Bing Network.
Yahoo! Bing
Network unique
searchers that don’t
use Google.
Sources: comScore 2013, Yahoo! Internal Data
More money
58% of the audience are 35 – 64,
34% PSC+, 66% are active
= more buyer
Searchers on the Yahoo! Bing
Network are 33% more likely to be
potential buyers than the average
British searcher.

S T R E AM AD S
Be seen in-stream and connect with millions of customers as they
engage with personalized, relevant stories from expert editorial writers,
breaking

Name
Tite
Thank You.

Etude Yahoo Voyage / Travel Study - Connected Holiday Makers EU5

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