2011 Global Travel Agent GDS Media Research Study Prepared for December 14, 2011
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- 1. 2011 Global Travel Agent GDS Media Research Study Prepared for December 14, 2011
- 2. 2011 Global Travel Agent GDS Study Agenda Overview Objectives Methodology Travel Agent and Agency Summary Detailed Findings GDS Channel: Performance and Usage Economic Conditions Impacting Agent Behavior Influencing Agent and Traveler Behavior Pricing and Rate Usage GDS Advertising Impact Questions and Answers 1
- 3. 2011 Global Travel Agent GDS Study Objectives The primary purpose of this market research study is to measure travel agent awareness of specific GDS media promotional messages. Secondary objectives focus on Evaluating the frequency with which travel agents use GDS marketing tools. Determining how GDS media is used in conjunction with other materials and information sources available to travel agents. Developing a profile of the travel agents and agencies participating in the survey. 2
- 4. 2011 Global Travel Agent GDS Study Methodology TravelClick provided Phoenix Marketing International (PMI) with a list of global travel agents that subscribe to one of the four major GDS systems. Travel agents from the twenty-five countries listed (and the United States) responded to the survey. An incentive of a $5 Amazon.com gift certificate was offered to each respondent participating in the study. In addition, one respondent was randomly chosen and awarded a $500 Amazon gift certificate. 3 Algeria Australia Bangladesh Belarus Brazil Canada Denmark France Germany Hungary India Italy Kenya Mexico Portugal South Africa Spain Sweden Switzerland Thailand Trinidad & Tobago Tunisia Ukraine United Arab Emirates United Kingdom
- 5. 2011 Global Travel Agent GDS Study Methodology A total of 495 online surveys representing the four GDS companies were completed as shown below The data in this report has been weighted to reflect the distribution of Amadeus, Galileo, Sabre and Worldspan Global Distribution Systems. The findings that you will see on the following pages are among Total Travel Agents, Travel Agents in the Americas, EMEA and Asia/Pacific regions. 4 Americas EMEA Asia/Pacific Total Travel Agents Amadeus 39 38 11 88 Galileo 72 67 70 209 Sabre 96 15 0 111 Worldspan 74 10 3 87 281 130 84 495 Americas EMEA Asia/Pacific Overall Number Travel Agent Interviews 281 130 84 495 Total StatisticalAccuracy +4.9 points +7.2 points +9.0 points +3.7 points Confidence Level 90% 90% 90% 90%
- 6. 2011 Global Travel Agent GDS Study Americas EMEA Asia/Pacific Number Full-time Travel Agents Employed 6.6 8.2 14.5 Number GDS Terminals 7.5 7.1 9.3 Is most likely to be an independently owned agency 71% 59% 44% Average number of years as a travel agent 23 16 13 Normally work at the agency site 72% 86% 88% Travel Agent Summary The typical travel agency... 5
- 7. 2011 Global Travel Agent GDS Study Americas EMEA Asia/Pacific Percent Business/ Leisure Top-three Destinations by Sales Volume Average Sales Volume $3.2MM $3.1MM $2.2MM Travel Agency Summary The typical travel agency has the following mix of business 6 Business 40% Leisure 60% 15% 19% 44% Canada/Mexico Europe USA Business 46%Leisure 54% 15% 16% 38% USA A/P/Australia Europe Business 29% Leisure 71% 13% 19% 47% USA Europe A/P/Australia
- 8. 2011 Global Travel Agent GDS Study The GDS Channel Performance and Usage 7
- 9. 2011 Global Travel Agent GDS Study 20 26 30 35 40 44 49 47 47 46 49 51 53 55 53 46 49 41 50 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 YTD 2011 YE Est GDS | Historical Performance Hotel Bookings (in millions) 8 Source: TravelClick eMonitor, Q3 2011.
- 10. 2011 Global Travel Agent GDS Study $2.5 $2.3 US (InBillions) $376 $133 $176 $154 $219 $68 $103 $82 $43 $10 $321 $116 $158 $130 $162 $57 $83 $64 $37 $9 UK Germany Canada France Australia Spain Italy China India Greece (InMillions) 2011 Q3 2010 Q3 GDS | Performance by Country 9 Source: TravelClick eMonitor, Q3 2011.
- 11. 2011 Global Travel Agent GDS Study Reservation Channel Usage in Past Two Years Among Travel Agents GDS Platforms 10 Q. Compared to two years ago, would you say that you are using the following reservations channels more, about the same, or less? Compared to two years ago, 85% of global travel agencies said that they were using their GDS platform more often or same than in the past. 35% 27% 53% 42% 49% 55% 35% 47% 16% 18% 11% 12% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific Use More Same Use Less
- 12. 2011 Global Travel Agent GDS Study Reservation Channel Usage in Past Two Years Among Travel Agents GDS Shopping Displays 11 Q. Compared to two years ago, would you say that you are using the following reservations channels more, about the same, or less? 85% of global travel agencies stated they were using the GDS Shopping Displays more often or same than in the past. 27% 25% 28% 32% 48% 54% 36% 35% 26% 20% 36% 33% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific Use More Same Use Less
- 13. 2011 Global Travel Agent GDS Study Economic Conditions Impacting Agent Behavior 12
- 14. 2011 Global Travel Agent GDS Study Frequency of Booking Lower Category Hotels Due to Client Requests Based on Economic Conditions Around the World 13 Q. Would you say you are doing each of the following more often, less often or about the same? 41% 38% 47% 41% 37% 43% 24% 37% 22% 19% 30% 22% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific More Often About the Same Less Often
- 15. 2011 Global Travel Agent GDS Study 54% 58% 46% 48% 35% 35% 33% 40% 11% 7% 21% 12% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific More Often About the Same Less Often Frequency of Influencing Clients Hotel Selection In Search of a Deal Regardless of Whether-or- Not a Negotiated Rate Exists for Client Based on Economic Conditions Around the World 14 Q. Would you say you are doing each of the following more often, less often or about the same?
- 16. 2011 Global Travel Agent GDS Study Frequency of Offering BAR Rates or Promotional Rates To Customers Who Have Negotiated Rates at the Time of Booking Based on Economic Conditions Around the World 15 Q. Would you say you are doing each of the following more often, less often or about the same? 28% 26% 34% 21% 49% 53% 41% 40% 24% 21% 25% 40% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific More Often About the Same Less Often
- 17. 2011 Global Travel Agent GDS Study Influencing Traveler and Agent Behavior 16
- 18. 2011 Global Travel Agent GDS Study 44% 44% 45% 40% 34% 33% 36% 43% 22% 23% 19% 17% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific The client relies solely on your advice Specifies a specific rate / price and allows you to help guide them through which of those properties to choose Specifies a specific hotel regardless of rate Percent of Time Client / Travel Agent Select / Recommend Hotel When Booking for 1-3 Nights 17 Q. When booking a hotel for 1 - 3 nights, what percentage of the time would you say the client? Overall agents influence the travelers selection of a hotel 78% of the time
- 19. 2011 Global Travel Agent GDS Study 43% 44% 44% 39% 34% 33% 35% 42% 22% 23% 21% 20% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific The client relies solely on your advice Specifies a specific rate / price and allows you to help guide them through which of those properties to choose Specifies a specific hotel regardless of rate Percent of Time Client / Travel Agent Select / Recommend Hotel When Booking for 4+ Nights 18 Q. When booking a hotel for 4 nights or more, what percentage of the time would you say the client? Overall agents influence the travelers selection of a hotel 77% of the time
- 20. 2011 Global Travel Agent GDS Study 68% 73% 59% 48% Total Agencies Americas EMEA Asia/Pacific Factors Influencing Decision to Act on a Promotional Message Among Those Aware of GDS Promo Messages Amenities and Offers Gearing Toward the Traveler 19 Q. What factors influence your decision to act on a promotional message. Two-thirds (68%) of global travel agents indicated that amenities and offers geared toward the traveler influence their decision to act on a promotional message.
- 21. 2011 Global Travel Agent GDS Study 51% 48% 56% 68% Total Agencies Americas EMEA Asia/Pacific Factors Influencing Decision to Act on a Promotional Message Among Those Aware of GDS Promo Messages Offers Gearing Toward the Travel Agent 20 Q. What factors influence your decision to act on a promotional message. Half (51%) of global travel agents stated that offers geared toward travel agents influenced their decision to act on a promotional message.
- 22. 2011 Global Travel Agent GDS Study Creating Value in the GDS 21 Top Travel Agent Incentives Travel Agent Value Recommendations Top Hotelier Value Drivers Agent Rewards Points/Agent Loyalty Programs 69% Increased Commission (for you personally) 55% Free Night Stay 52% Free Breakfast/Meals 83% Free Internet 71% Free Upgrade 68% Free Night Stay 54% Star Rating/Consumer Review Rating 46% Free Internet 66% New Televisions 42% iPod Docking Stations 20%
- 23. 2011 Global Travel Agent GDS Study Pricing and Rate Usage 22
- 24. 2011 Global Travel Agent GDS Study 5% 4% 4% 14% 11% 15% 81% 85% 81% 0% 20% 40% 60% 80% 100% 2011 Survey 2009 Survey 2007 Survey Not at All/Not Very Somewhat Very Importance of GDS Offering Rate Parity 23 Q. How important is it to you to know that the GDS can offer rate parity (Very important, somewhat important, not very important, not at all important)? Historical survey data shows that travel agents across the globe continue to be virtually unanimous in their belief that GDS systems should offer rate parity. 95% 96% 96%
- 25. 2011 Global Travel Agent GDS Study 56% 60% 53% 2011 Survey 2009 Survey 2007 Survey Percent of Time Offer Clients a Lower Priced Room When Looking to Book a Corporate Negotiated Rate 24 Q. When looking to book a corporate negotiated rate hotel, what % of times do you offer clients a lower priced room when you find an alternative hotel priced lower than a negotiated corporate rate hotel? On average, over 56% of the time, travel agents will offer their clients a lower priced room even when booking a corporate negotiated rate.
- 26. 2011 Global Travel Agent GDS Study GDS Advertising: Awareness & Impact 25
- 27. 2011 Global Travel Agent GDS Study 69% 75% 57% 60% Total Agencies Americas EMEA Asia/Pacific Awareness of GDS Promotional Messages 26 Q. When researching air, hotel or car availability for your clients, do you recall seeing a promotional message at the top of the screen known as Text Banners, Headlines, Value Alerts? Seven-out-of-ten global travel agents (69%) are aware of the GDS promotional messages.
- 28. 2011 Global Travel Agent GDS Study Among Those Aware of GDS Promo Messages 47% (nearly half) made a North American booking in the past three months as a result of a promotional message. 44% made a Non-North American booking in the past three months as a result of a promotional message. 69% of global travel agencies are likely to book a hotel that is shown in a promotional message during a query of air travel research. 66% request additional information about a specific promotion by looking at the screen referenced in the promotion. 27
- 29. 2011 Global Travel Agent GDS Study 57% 52% 71% 67% Total Agencies Americas EMEA Asia/Pacific Promotional Messages Steer Travel Agents to Book Negotiated Rate of Hotel in Promo Message when Searching for Hotel Negotiated Rates Among Those Aware of GDS Promo Messages 28 Q. When searching for negotiated rates in a hotel availability list and you see a promotional message for a hotel, does that promotional message steer you to book the negotiated rate of the hotel in the promo message? 57% of global agencies said YES promotional messages steer them to book that hotels negotiated rate.
- 30. 2011 Global Travel Agent GDS Study 9% 7% 17% 5% 83% 88% 71% 77% 8% 5% 11% 17% 0% 20% 40% 60% 80% 100% Total Agencies Americas EMEA Asia/Pacific Promotional Message Shown at the Bottom or Top of the Screen Best Available Rate Offered by the Hotel Even if its Not a Negotiated Rate Only Book a Hotel that has the Negotiated Rate Option that Best Prompts Booking of Hotel When Researching Hotel for Negotiated Rates Among Those Aware of GDS Promo Messages 29 Q. When researching hotel for negotiated rates, which of the following best prompts you to book a hotel? 83% of global travel agencies feel that showing the best available rate offered by the hotel even is it not a negotiated rate is the best way to get them to book a hotel while they are researching a hotel.
- 31. 2011 Global Travel Agent GDS Study Details in Display Messages that Lead to Making a Hotel Booking Percent Saying Most Important Among Those Aware of GDS Promo Messages 30 Q. What details in a GDS promotional message help lead you to making a hotel booking when you first see the ad? 45% Ensure Promotion Shows a Rate that I Can Actually Book for the Dates Searching for 17% Ensure Promotion Only Shows the Destination Searching For 11% Ensure Promotion Shows the Hotels GDS Property ID 13% Ensure Promotion Includes Information on Amenities, Travel Agent Incentives and Other Add-ons in Addition to Price 13% Ensure Promotion Offers a Value Greater the Hotels Standard Available Rates Be Competitive Total Agencies
- 32. 2011 Global Travel Agent GDS Study Questions and Answers 31
- 33. 2011 Global Travel Agent GDS Study If you are interested in learning more about purchasing GDS Media Advertising for your property, please contact your local Director of Sales. If you do not have a Director of Sales, please contact a TravelClick representative at GDSMedia@travelclick.com. 32 Thank You.
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