The Hotel Traveler's Road to Decision 2010, Google/OTX, U.S., … · 2019-10-03 · …when researching their hotels. Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX,
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The Role of Digital on Hotel TravelersGoogle/OTXU.S., September 2010
2010 Hotel Traveler’s Road to Decision
Google Confidential and Proprietary
Research Methodology
2
Traveler Types Defined
Personal Traveler has taken at least one trip for leisure in the past 6 months
Business Traveler has taken at least three trips for business in the past 6 months
Affluent Traveler has taken at least one trip for leisure in the past 6 months and has a household income of $200K+
• Category Covered: Hotel
• Survey of 5,000 travelers
• An augment of 1,500 affluent personal travelers was also recruited
• Partnered with OTX; interviews conducted 4/21/10 – 5/07/10
Google Confidential and Proprietary
Key Findings
3
1 The Internet continues to be the most widely used source for Hotel research and booking.
2 Travelers are actively comparison shopping – primarily through OTAs and Search Engines.
3 Price (leisure traveler), Location (business traveler) and Previous Experience (affluent traveler) are deciding factors in picking a hotel.
4 Business travelers are twice as likely as leisure travelers to stay at upscale properties.
5 Best Western and Holiday Inn are popular among vacationers, while business and affluent travelers prefer Marriott and Hilton.
Google Confidential and Proprietary
The Internet is the top source for hotel research
4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Do not use any sources
Other
Radio
Travel groups
Newspapers
TV
Books
800 or toll-free number
Travel agents
Informational brochures
Magazines
Family, friends, or colleagues
Internet
Affluent(778)
Business(601)
Personal(1707)
Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH1) Which of the following sources, if any, do you typically use to decide which lodging accommodations to use when taking a personal/business trip?
Google Confidential and Proprietary
Hotel brand site Online Travel Agent
Call specific property directly
Call hotel's 800 number
Walk-in to property
Call travel agent Company travel department
Other0%
5%
10%
15%
20%
25%
30%
35%
40% Personal(1707)
Business(601)
Travelers are increasingly booking online
5Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH2) How do you typically reserve lodging accommodations when traveling overnight for a personal/business trip?
Ensure your booking engine is accessible, and that it is easy for consumers to book their hotel stay.
6% more book
online compared to 2009.
Google Confidential and Proprietary
Hotel brand site Online Travel Agent
Call specific property directly
Call hotel's 800 number
Walk-in to property
Call travel agent Company travel department
Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50% Affluent(778)
Nearly 3 in 4 affluents book hotels online
6
Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH2) How do you typically reserve lodging accommodations when traveling overnight for a personal/business trip?
Ensure your booking engine is accessible, and that it is easy for consumers to book their hotel stay.
Google Confidential and Proprietary
97%Some extent every time
Personal travelers actively comparison shop…
7
72%Always / Frequently
Strong representation on generic terms paired with a remarketing strategy ensures your brand is top-of-mind during the research process.
…when researching their hotels.
Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH7) How often do you comparison shop online when choosing lodging accommodations for personal/business travel?
Google Confidential and Proprietary
Affluent travelers actively comparison shop…
8
Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH7) How often do you comparison shop online when choosing lodging accommodations for personal/business travel?
Strong representation on generic terms paired with a remarketing strategy ensures your brand is top-of-mind during the research process.
…when researching their hotels.
75%Always / Frequently
98%Some extent every time
Google Confidential and Proprietary
Google 2nd only to OTAs when comparing hotels
9
Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH8) Which of the following websites do you use when comparison shopping for lodging accommodations for personal/business travel?
0%
5%
10%
15%
20%
25%
30%
35%
40%
OTA & Meta Google Hotel Brand Site AAA.com Yahoo! Travel Yahoo! Search
Personal(1656)
Business(570)
Affluent(750)Google 5%
more likely to be used than brand
sites
Google Confidential and Proprietary
Leisure travelers choose hotels based on price
10
Special offers and attractive price points in ads drive bookings.Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH3) How important are each of the following when choosing lodging accommodations for personal/business travel?
Google Confidential and Proprietary
For business trips, location is a deciding factor
11
Location Extensions on Google Maps highlight proximity to destinations.Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH3) How important are each of the following when choosing lodging accommodations for personal/business travel?
Google Confidential and Proprietary
Affluents also consider past hotel experiences
12
Remind them why they loved their last stay with compelling display ads.Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH3) How important are each of the following when choosing lodging accommodations for personal/business travel?
Google Confidential and Proprietary
Business travelers stayed at upscale hotels twice as much as leisure travelers
13
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Other
Apartment hotel
Boutique hotel
Guest house
Condominium
Luxury hotel (e.g., Ritz Carlton)
Bed & Breakfast
All-inclusive resort
Upscale hotel (e.g., Hilton)
Economy hotel (e.g., Best Western)
Mid-scale hotel (e.g., Holiday Inn)
Personal(1707)
Business(601)
Affluent(778)
Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH4) When traveling for personal/business reasons, in which of the following types of lodging establishments do you typically stay?
Google Confidential and Proprietary
The hotel space is highly fragmented
14
Hotel Personal Business AffluentBest Western 16% 24% 13%
Holiday Inn 15% 20% -
Marriott 13% 32% 27%
Comfort Inn 13% 21% -
Holiday Inn Express 12% 20% 10%
Hilton 9% 27% 26%
Hampton Inn 9% 19% 12%
Courtyard 5% 17% 10%
Embassy Suites 4% 17% 12%
Hilton Garden Inn 4% 14% 11%
Hyatt 3% 14% 12%
Sheraton 3% 11% 11%
Days Inn 9% 10% -
Choice Hotels 3% 10% -
Westin 2% 10% 11%
Ritz-Carlton - - 10%
Top 3 per segment
Source: 2010 Traveler’s Road to Decision – Hotels, Google/OTX, September 2010(QH5) In which of the following hotels have you stayed overnight in the past 6 months for personal/business reasons?
Branding campaigns can
help capture your desired consumer
segment
Google Confidential and Proprietary
Data into Action: Marketing Opportunities
15
1 Make it is convenient for consumers to reserve their hotel stay with a simple, easily accessible booking engine.
2Ensure your brand is top-of-mind while travelers comparison shop: be prepared with coverage on generic terms and a tailored remarketing strategy.
3 Attract vacationers with creative that highlights special offers and attractive price points.
4 Show business travelers that you are centrally located with a presence on Maps and Local content.
5 Remind the affluent audience why they loved your property with compelling display ads.
6 Stand out in the crowded hotel market with branding campaigns focused on capturing your desired consumer segment.
Like what you learned? Find more studies and data at
www.google.com/think/insights
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