Online Travel Barometer

Online Travel Barometer Insight on influential travel marketing methods, hot destinations, the connected tourist and the importance of a good experience WHERE ARE PEOPLE PURCHASING HOLIDAYS? 57% 16% purchase holidays online of all travellers use mobile devices to book trips 23% That rises to 18% amongst 18-35 age group and 33% amongst frequent travellers book via travel agent - down from 28% 000 WHAT INFLUENCES THEIR CHOICES? 22 38% 55% 64% recommendations photos deals and promotions websites are visited in 'multiple shopping sessions' before the typical travel shopper books a trip increase in leisure travellers using their 450% + mobile for travel information since 2009 WHAT ONLINE SOURCES ARE THEY PURCHASING THROUGH? WHAT ARE THEY SPENDING ON AVERAGE? 49% Content sites like TripAdvisor £215 Accommodation 13% Search £85 Car Rental 12% Price comparison £81 Experiences 9% Cashback sites £480 Ferries 8% Voucher code sites €490 Flights 5% Display £775 Package Holidays Email £37 Parking and Transfers Shoppers spend the most through cashback sites - an average of £470 £42 Rail & Coach 3. €40 Travel Insurance WHERE ARE THEY GOING? TOP DESTINATIONS BY FASTEST GROWING DESTINATIONS VISITOR NUMBER BY VISITOR NUMBER London 16.9M Rio de Janeiro 28.6% Paris 16M Tokyo 21.5% Bangkok 12.2M Quito 18.8% Singapore 11.8M Abu Dhabi 17.9% Istanbul 11.6M Tunis 17.7% WHO IS GOING? ADVENTURE GIRLFRIEND SILVER (NEW TRAVELER GROUPS) SEEKERS POWER SURFERS WHAT DO ONLINE BOOKERS DO AFTER THEIR TRAVELS? 46% 40% 40% 76% 55% REVIEW REVIEW REVIEW SHARE LIKE FACEBOOK НОTELS ACTIVITIES RESTAURANTS PHOTOS PAGES RELATED TO THEIR TRIP 39% USUALLY POST TRAVEL EXPERIENCES ON SOCIAL CHANNELS 52% SHARE TRIP DETAILS BOTH WHILE TRAVELING AND AFTER RETURNING HOME BEST PRACTICE FOR TRAVEL INSIDERS Provide customers with detailed information and peer reviews to encourage them to stay on your site and purchase. Ensure your content is available for a broad range of devices. Optimise for mobile and ensure tracking is present. Tailor your content to your target audience and keep abreast of new traveller group trends. Feature upcoming destinations as this information may not be as widely available. Stay competitive within the cashback sector whilst developing a voucher code offering as travellers spend most through these channels. Make sure your product feed is working and provide detailed information such as descriptions, photos and prices so that partners can customise according to their needs. affilinet statistics: Data sample taken across our European platform in 2012 \ eyefortravel, Online Travel Insights June 2011 i Kuoni Travel Trends report 2013 \ The 2012 Traveler Study by Google and Ipsos MediaCTI Mastercard Index of Global Destination Cities (2012) I "The always-connected traveller: How mobile will transform the future of air travel" Amadeus Report \ Trip Advisor Social Media Travel Survey 2012 O, affilinet