L'impact du Web dans l'industrie du voyage

E - T R AV E L I N G
V O YA G E R E N U N C L I C
YA S M I N E AY O U C H E

P L A N D E L A P R É S E N TAT I O N
• L’évolution de la réservation en ligne
• La situation actuelle
• Les grands joueurs et leur modèle d’affaires
• Le consommateur
• Les pratiques marketing dans l’industrie
• Les tendances à venir

L’ É V O L U T I O N D E L A R É S E R VAT I O N E N
L I G N E
Sources : https://www.thomascook.com/thomas-cook-history/key-dates/ 
http://www.aeroweb-fr.net/histoire/1919 
http://www.cbsnews.com/news/sabre-makes-the-wrong-choice-by-removing-american-airlines/ 
http://www.expediainc.com/about/history/ 
http://www.booking.com/content/about.en-gb.html?aid=356994;label=gog235jc-content-XX-about-XX-unspec-ca-com-L%3Aen-O%3AosSx-B%3Asafari-N%3AXX-S%3Abo-U%3AXX;sid=3d8afc257b535047dddffe64dc5e55d5

L A S I T U AT I O N A C T U E L L E
Sources: http://www.websitemagazine.com/content/blogs/posts/archive/2015/07/22/5-digital-trends-impacting-the-travel-industry.aspx (2015) 
http://www.tourmag.com/L-industrie-du-voyage-itineraire-d-une-revolution-digitale-reussie_a76857.html (2015)
• Le libre-service sur Internet
• La personnalisation
• L'amplification sociale
• Le mobile omniprésent
• L’expérience digitale optimisée

L E S G R A N D S J O U E U R S E T
L E U R M O D È L E D ’ A F FA I R E S

Source : http://totalaccess.emarketer.com/Chart.aspx?R=168604&dsNav=Ntk:relevance%7ctop+3+retail+sites%7c1%7c,Ro:-1,N:405-407-406,Nr:NOT(Type%3aComparative+Estimate) (2014) 
http://totalaccess.emarketer.com/Chart.aspx?R=19437&dsNav=Ntk:relevance%7ctravel+websites%7c1%7c,Ro:2,Nr:NOT(Type%3aComparative+Estimate) (2016)
L E S G R A N D S J O U E U R S

L E S M O D È L E S D ’ A F FA I R E S
• Agence de voyage en ligne (OTA) : Sites Web qui offrent une
plateforme de shopping de voyages et une possibilité de
réserver en ligne.
• Ex : Expedia, Booking.com, Priceline, Hotels.com,
Travelocity et Orbitz
• Méta-recherche : Plate-forme sur laquelle la recherche est
réalisée pour nous. Les résultats pertinents de toutes les agences
de voyages en ligne sont présentés pour qu’on compare les
meilleurs prix.
• Ex : Trivago, Kayak et TripAdvisor
Source : https://www.sabre.com/insights/metasearch-and-online-travel-agencies-how-the-relationship-is-evolving/

L E S M O D È L E S D ’ A F FA I R E S
Contrat entre les agences de
voyage en ligne et les hôtels
pour vendre aux
consommateurs un nombre x
de chambres.
Expedia
Les agences de voyage en
ligne retirent une commission
pour chaque vente de
chambre sur son site.
Booking.com et Expedia
M O D È L E
D ’ I N T E R M É D I A I R E
M O D È L E
M A R C H A N D
Source : http://marketrealist.com/2014/05/expedia-move-etp/ (2014) 
http://www.investopedia.com/articles/investing/080315/how-expedia-makes-money.asp (2015)

E T G O O G L E ?
Objectif : Offrir la meilleure réponse au consommateur,
et ce, le plus rapidement possible.
• Comparateurs : Flight Search et Hotel Finder
• Applications (2016) : Google Trips, Google Allo
Place à la compétition ?

D É M O G R A P H I Q U E S
Sources : http://totalaccess.emarketer.com/Chart.aspx?R=188154&dsNav=Ntk:relevance%7cdemographics%7c1%7c,Ro:0,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate)
% of total
Demographic Proﬁle of Leisure Travelers in North
America, Q1 2016
Gender
Female 70.0%
Male 30.0%
Age
18-252.6%
26-35 10.1%
36-45 19.5%
46-55 28.7%
56-65 24.8%
65+ 14.4%
Note: who traveled for leisure in the past 12 months; numbers may not add
up to 100% due to rounding
Source: Fuel, "2016 Leisure Travel Trends: What Smart Hotels Need to
Know," March 3, 2016
207080 www.eMarketer.com

% of respondents in each group
Important Factors When Booking Accommodation
According to Digital Travel Researchers Worldwide,
by Generation, Oct 2015
Millennials Gen X Baby boomers Total
Price of
accommodation
94% 93% 90% 93%
Ratings on
review site
89% 88% 84% 88%
Online reviews
and posts on
TripAdvisor
86% 86% 81% 86%
Proximity to key
attractions
88% 80% 75% 82%
Photos/videos
posted online
85% 79% 67% 79%
Proximity to
transport
options
86% 76% 69% 78%
Previous
experience
77% 76% 76% 76%
Accommodation
amenities
80% 76% 69% 76%
Proximity to
dining options
78% 75% 72% 75%
Online posts to
other review
sites
74% 68% 55% 68%
Note: millennials ages 18-34; Gen X ages 35-64; baby boomers ages 65+;
who researched travel plans digitally in the past year; for their most recent
vacation
Source: TripAdvisor, "TripBarometer Travel Trends 2016" conducted by
Ipsos, Dec 14, 2015
FA C T E U R S Q U I I N F L U E N C E N T L E S
R É S E R VAT I O N S E N L I G N E
Source : http://totalaccess.emarketer.com/Chart.aspx?R=183310&dsNav=Ntk:relevance%7cfactors%7c1%7c,Ro:7,N:980,Nr:NOT(Type%3aComparative+Estimate) (2015) 
http://www.ipsos.fr/sites/default/files/doc_associe/tripbarometer_ipsos_tripadvisor_dec2015.pdf

L E S 4 P H A S E S D E L A R E C H E R C H E
Source : https://www.thinkwithgoogle.com/infographics/travel-trends-how-canadians-get-away-from-it-all.html (2016)
P H A S E D U
R Ê V E
P H A S E D E
P L A N I F I C AT I O N
P H A S E D E
R É S E R VAT I O N
P H A S E : V I V R E
D E S M O M E N T S

P R AT I Q U E S M A R K E T I N G

Q U A L I T É D E S S I T E S W E B
• Facilité d’utilisation et
ergonomie du site
• Qualité et quantité
d’information
• Design et esthétique
• Personnalisation
• Sécurité

AV E Z - V O U S U N E I D É E D U TA U X D ’ A B A N D O N
D E PA N I E R S E N L I G N E D A N S L’ I N D U S T R I E D U
V O YA G E ?

E X P É R I E N C E W E B
Sources: http://totalaccess.emarketer.com/Chart.aspx?R=195501&dsNav=Ntk:relevance%7ccart+abandonment%7c1%7c,Ro:-1,N:980,Nr:NOT(Type%3aComparative+Estimate) (2016) 
http://totalaccess.emarketer.com/Chart.aspx?R=175745&dsNav=Ntk:relevance%7ctravel+websites%7c1%7c,Ro:18,N:405-407-406,Nr:NOT(Type%3aComparative+Estimate) (2015)
Digital Shopping Cart Abandonment Rate for the
Fashion, Retail and Travel Industries Worldwide,
Q2 2016
Travel 80.1%
Retail 74.6%
Fashion 68.8%
Note: represents activity among SaleCycle clients, broader industry metrics
may vary
Source: SaleCycle, "The Remarketing Report - Q2 2016" as cited in
company blog, July 18, 2016

TA U X D E C O N V E R S I O N
Sources : Skift and Boxever. Travel tech trends that will make 2016 a great year to get out of town. Digitaltrends.com, (2015).

M A R K E T I N G D E F I D É L I S AT I O N
• Présentement, les agences de voyages en ligne misent
sur les programmes à rabais.
• Expedia Rewards : Jusqu’à 2 points pour chaque $1
USD dépensé.
• Hotels.com Rewards : Collectez 10 nuits, gagnez
en 1 !
• Air Canada : Programme Aeroplan
Sources : https://www.aircanada.com/en/aeroplan/ 
https://www.expedia.ca/rewards/howitworks 
https://ca.hotels.com/hotel-rewards-pillar/hotelscomrewards.html

M O B I L E
• Quelques données :
• Le comportement en ligne des voyageurs : Les consommateurs naviguent sur
plusieurs appareils avant de conclure leurs achats en ligne.
• L’importance accrue des applications mobiles: Les consommateurs passent 80% de
leur temps sur des applications lorsqu’ils utilisent leur téléphone. Les taux de
conversion sur applications sont supérieurs à ceux sur ordinateur et sur navigateurs
mobiles.
Sources :http://totalaccess.emarketer.com/Chart.aspx?R=190131&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:10,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016) 
http://totalaccess.emarketer.com/Chart.aspx?R=190125&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:12,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016) 
Smith, J. [jamessmith]. (2015, Novembre 10). How Mobile is Disrupting the Travel Industry at Skift Global Forum [Video file]. Retrieved from https://www.youtube.com/watch?v=XmlESFN0E1w
millions, % change and % of digital travel bookers
US Mobile Travel Bookers, 2014-2020
2014
38.3
44.1%
35.9%
2015
48.5
26.7%
43.8%
2016
59.3
22.3%
51.8%
2017
69.9
17.9%
59.2%
2018
78.4
12.1%
64.8%
2019
86.4
10.3%
69.8%
2020
92.8
7.4%
73.9%
Mobile travel bookers
% change % of digital travel bookers
Note: ages 18+; mobile device users who have booked travel via mobile
device at least once during the calendar year
Source: eMarketer, May 2016
millions, % change and % of digital travel researchers
US Mobile Travel Researchers, 2014-2020
2014
66.6
28.8%
51.6%
2015
83.8
25.9%
62.6%
2016
101.0
20.5%
73.0%
2017
113.4
12.2%
79.7%
2018
122.8
8.3%
84.3%
2019
131.4
7.1%
88.3%
2020
138.5
5.4%
91.7%
Mobile travel researchers
% change % of digital travel researchers
Note: ages 18+; mobile device users who have researched travel
information via mobile device at least once during the calendar year but
did not necessarily book
Source: eMarketer, May 2016

E - M A I L M A R K E T I N G
Sources : Experian Marketing Services, Q2 2016 Email Benchmark Report (25 aout 2016)  
http://totalaccess.emarketer.com/Chart.aspx?R=196717&dsNav=Ntk:relevance%7cemail+marketing%7c1%7c,Ro:0,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016)
Stratégies
• Qualité des données
• Médias sociaux
• Compte à rebours
• Personnalisation
• Plans de rétention

R É S E A U X S O C I A U X
Sources : https://skift.com/2016/09/09/travel-brands-are-spending-more-to-advertise-on-social-media/
Vidéos
Liens
Galeries d’images
Storytelling
(engager,
divertir)
Actualité,
Partage de
l’information
Images
Inspiration
Découverte
**Les publicités sur les réseaux sociaux ne doivent pas présenter
une approche trop commerciale, mais simplement présenter un
contenu pour engager le consommateur et le divertir.**

T E N D A N C E S À V E N I R

T E N D A N C E S À L’ H O R I Z O N
1. Les passeports sur Cloud
2. La réalité virtuelle pour vivre une visite guidée dans
un contexte virtuel
3. Les agents de voyages virtuels auxquels on
communique nos préférences et eux, font la
recherche du voyage idéal à notre place
4. L’automatisation pour remplacer les contacts
humains (hôtel Henn-na au Japon)
Sources : http://www.digitaltrends.com/mobile/tech-trends-shaping-the-future-of-travel/ (2016) 
http://www.selligent.com/blog/news/infographic-digital-transformation-in-the-travel-industry?swl=en (2016)

B I B L I O G R A P H I E
• http://totalaccess.emarketer.com/Chart.aspx?R=168604&dsNav=Ntk:relevance%7ctop+3+retail+sites%7c1%7c,Ro:-1,N:
405-407-406,Nr:NOT(Type%3aComparative+Estimate)
• http://totalaccess.emarketer.com/Chart.aspx?R=194307&dsNav=Ntk:relevance%7ctravel+websites%7c1%7c,Ro:
2,Nr:NOT(Type%3aComparative+Estimate)
• http://totalaccess.emarketer.com/Chart.aspx?R=188154&dsNav=Ntk:relevance%7cdemographics%7c1%7c,Ro:0,N:
405-407-406-980,Nr:NOT(Type%3aComparative+Estimate)
• http://totalaccess.emarketer.com/Chart.aspx?R=183310&dsNav=Ntk:relevance%7cfactors%7c1%7c,Ro:7,N:
• http://totalaccess.emarketer.com/Chart.aspx?R=188154&dsNav=Ntk:relevance%7cdemographics%7c1%7c,Ro:0,N:
• http://totalaccess.emarketer.com/Chart.aspx?R=195501&dsNav=Ntk:relevance%7ccart+abandonment%7c1%7c,Ro:-1,N:
• :http://totalaccess.emarketer.com/Chart.aspx?R=190131&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:10,N:
405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016)
• http://totalaccess.emarketer.com/Chart.aspx?R=190125&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:12,N:
• http://totalaccess.emarketer.com/Chart.aspx?R=196717&dsNav=Ntk:relevance%7cemail+marketing%7c1%7c,Ro:0,N:
• Smith, J. [jamessmith]. (2015, Novembre 10). How Mobile is Disrupting the Travel Industry at Skift Global Forum [Video file]. Retrieved from
https://www.youtube.com/watch?v=XmlESFN0E1w
• https://www.tnooz.com/article/a-brief-history-of-travel-technology-from-its-evolution-to-looking-at-the-future/

B I B L I O G R A P H I E
• http://marketrealist.com/2014/05/expedia-move-etp/
• http://www.investopedia.com/articles/investing/080315/how-expedia-makes-money.asp
• https://www.thomascook.com/thomas-cook-history/key-dates/
• http://www.aeroweb-fr.net/histoire/1919
• http://www.cbsnews.com/news/sabre-makes-the-wrong-choice-by-removing-american-airlines/
• http://www.expediainc.com/about/history/
• http://www.booking.com/content/about.en-gb.html?aid=356994;label=gog235jc-content-XX-about-XX-unspec-ca-com-L%3Aen-O%3AosSx-
B%3Asafari-N%3AXX-S%3Abo-U%3AXX;sid=3d8afc257b535047dddffe64dc5e55d5
• http://www.websitemagazine.com/content/blogs/posts/archive/2015/07/22/5-digital-trends-impacting-the-travel-industry.aspx (2015)
• http://www.tourmag.com/L-industrie-du-voyage-itineraire-d-une-revolution-digitale-reussie_a76857.html (2015)
• https://www.sabre.com/insights/metasearch-and-online-travel-agencies-how-the-relationship-is-evolving/
• https://www.thinkwithgoogle.com/infographics/travel-trends-how-canadians-get-away-from-it-all.html
• Skift and Boxever. Travel tech trends that will make 2016 a great year to get out of town. Digitaltrends.com, (2015).
• https://www.aircanada.com/en/aeroplan/
• https://www.expedia.ca/rewards/howitworks
• https://ca.hotels.com/hotel-rewards-pillar/hotelscomrewards.html
• https://skift.com/2016/09/09/travel-brands-are-spending-more-to-advertise-on-social-media/
• http://www.digitaltrends.com/mobile/tech-trends-shaping-the-future-of-travel/

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