Experian Marketing Services Travel Insights Webinar

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Experian Public.

Travel Insights Webinar

Billy Grant & Kirsty Townsend

Experian Marketing Services

December 2014

2©2014 Experian Information Solutions, Inc. All rights reserved.

Experian Public. 2

1. Market dynamics and January planning

2. Challenges in travel

3. Addressing challenges in travel

4. Key takeaways and further information

Agenda

Market Dynamics and January Planning


Experian Public. 4

Travel Industry > Share of Visits November 2011 – November 2014

Jan 2012

Aug 2012

Jan 2013

Aug 2013 Jan

2014

Aug 2014

Regular consistent peaks in January and August


Experian Public. 5

Travel Industry > Daily Total VisitsJanuary 2014

27.46m 27.41m 27.18m 26.50m

Total Visits peaked on Sundays in January 2014


Experian Public. 6

Clicks from Email to Travel IndustryUsers most receptive to email activity in first days back in work and at end of month – possibly due to impact of pay day.

Post Xmas Blues

Pay Day Joy


Experian Public. 7

Travel Sub - Industries > SeasonalityJanuary 2013 - January 2014


Experian Public. 8

How long did consumers spend on Travel websites in January 2014?

Average Visit Time peaked on Sundays in January 2014


Experian Public. 9

Travel Industry > Channel RelianceJanuary 2014


Experian Public. 10

When do consumers search for ‘cheap holidays’ vs. ‘cheap flights’?January 2013 - January 2014

Jan 2013

Aug 2013 Jan

2014


Experian Public. 11

Travel Industry > Fast Moving DestinationsJanuary 2013 - January 2014


Experian Public. 12

Travel Industry > Mobile VisitsAugust 2014

Challenges in Travel


Experian Public. 14

Path to PurchaseOTAs and Travel

Aggregators

Tailoring MessagingWhere to reach target

audience

Key Challenges in Travel

User Journeys and the Threat from OTAs


Experian Public. 16

Travel Industry > Reliance on OTA and Meta-Search SitesJanuary 2013- January 2014

5% Increase in reliance


Experian Public. 17

= Wednesday

= Sunday

Reliance peaked on Sundays and Wednesdays in January 2014

Travel Industry > Reliance on OTA and Meta-Search SitesDaily view of upstream in January 2014


Experian Public. 18

OTAs and Travel AggregatorsOTA websites have seen growth well in advance of the wider travel industry.

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

900,000,000

1,000,000,000

No

v-1

1

De

c-1

1

Jan-1

2

Fe

b-1

2

Ma

r-1

2

Apr-

12

Ma

y-1

2

Jun-1

2

Jul-1

2

Aug-1

2

Sep-1

2

Oct-

12

No

v-1

2

De

c-1

2

Jan-1

3

Feb

-13

Ma

r-1

3

Apr-

13

Ma

y-1

3

Jun-1

3

Jul-1

3

Aug-1

3

Sep-1

3

Oct-

13

No

v-1

3

De

c-1

3

Jan-1

4

Feb

-14

Ma

r-1

4

Ap

r-1

4

Ma

y-1

4

Jun-1

4

Jul-1

4

Aug-1

4

Sep-1

4

Oct-

14

No

v-1

4

Travel

50

100

150

200

250

300

No

v-1

1

De

c-1

1

Jan

-12

Feb

-12

Ma

r-1

2

Ap

r-1

2

Ma

y-1

2

Ju

n-1

2

Ju

l-1

2

Au

g-1

2

Se

p-1

2

Oc

t-1

2

No

v-1

2

De

c-1

2

Jan

-13

Feb

-13

Mar-

13

Ap

r-1

3

Ma

y-1

3

Ju

n-1

3

Ju

l-1

3

Au

g-1

3

Se

p-1

3

Oc

t-1

3

No

v-1

3

De

c-1

3

Jan

-14

Feb

-14

Ma

r-1

4

Ap

r-1

4

Ma

y-1

4

Ju

n-1

4

Ju

l-14

Au

g-1

4

Se

p-1

4

Oc

t-1

4

No

v-1

410

0 =

T

ota

l V

isit

s N

ov1

1

Travel and OTA Growth Index

Travel (Index) OTAs (Index)


Experian Public. 19

Customer journey metricsWhy is it important to understand the customer journey?

Path to

Purchase

Marketing

Attribution

Influential

Websites

Understanding what decisions

were made leading up to the

purchase. What content was

seen and engaged with?

What marketing was

responsible for the decision to

spend? What importance

should you place on each

channel?

How influential were specific

online properties on the

customers decision to

purchase and what level of

comparison takes place?Hotel Booking

Yahoo Bing Gmail

Yahoo

searchFacebook

Google

Yahoo Google Travelocity IHG Hampton

InnOrbitz Kayak Hotwire

Choice

Hotels

Trip

Advisor

Google

maps

Marriott Hilton Priceline Expedia

Hotels.com

Booking.com

Reaching your Target Audience


Experian Public. 21

PLAN - Understand your audience

Who

The

audience

When & Why

Time of day &

Path to purchase

What

Online

interests &

activitiesWhere

Channels,

devices &

sites


Experian Public. 22

Case study – travel marketing messages

Online Travel Agency:

The client was interested in identifying travel

preferences and needs of three customer segments.

The aim was to then design bespoke targeted

messaging that would cater to each segment’s

individual requirements and liking.


Experian Public. 23

Commercial Airlines Visitor ProfileClient wanted to target high value travellers


Experian Public. 24

Knowing your audience


Experian Public. 25

Wider lifestyle considerationsDiscover where your brand sits amongst your target audiences wider online activity


Experian Public. 26

Channel preferenceUnderstand which channels will elicit the strongest response from your target audience

Tailoring Messaging


Experian Public. 28

DestinationsUnderstand popular destinations searched by each group

City Prosperity Prestige Positions Rental Hubs

Domestic

International

Domestic

International

Domestic

International

Group A Group B Group O

London

Edinburgh

Glasgow

Japan

Australia

USA

Malaysia

Manchester

York

Edinburgh

France

Spain

Italy

London

Bath

Bristol

Paris

Amsterdam

Berlin

Thailand


Experian Public. 29

Travel searches – summaryIdentify specialised travel needs and travel themes

Likelihood of searching for specific travel related themes

Less Likely

More Likely

Luxury

Restaurant

Family

Flights

Hotels

Deal

Holidays

All inclusive

Cheap

City

Prosperity

Prestige

PositionsRental Hubs

Group A Group B Group O


Experian Public. 30

Designing content with metricsPersonalising each interaction on email and web

Like to

holiday

abroad

Prefer

non-money

offers

Clicks on

inspirational

Images

Prefer

VIP contact

Group A: City Prosperity

Extra Free

Night

Japan Australia Malaysia India

72 Hour SaleIncredible savings on your holiday

Call us on 0800 555 555 to speak to your personal

holiday assistant.

Japan Australia Malaysia India


Extra

Free

Night!

Call us on 0800 555 555 to speak to your personal

holiday assistant.

Book Now

x


Experian Public. 31

20%

Discount

Paris Rome Berlin Madrid


Have any questions? Talk to our online assistant

by clicking here.


Group B: Prestige Positions

Paris Rome Berlin Madrid


Have any questions? Talk to our online assistant

by clicking here.

Book Now

x

20%

Discount

Prefer to

holiday in

Europe

Prefer

monetary

discounts

Clicks on

family

imagesPrefer

web for

contact,

not phone


Experian Public. 32

50%

Discount

London Bath Newquay Bristol


Click here to see our great discounts on hotels

and nights out in the UK.


Group O: Rental Hubs

London Bath Newquay Bristol


Click here to see our great discounts on hotels and

nights out in the UK.

Book Now

x

50%

Discount

Prefer city

breaks with

friends

Need large

discounts to

convert

Clicks on

high energy

images

Don’t want

direct

contact


Experian Public. 33

There is a clear need to understand seasonality, key targeting periods and the days of the week when consumers will be most receptive.

Beyond this, knowing the channels that serve as the biggest traffic drivers through these periods also enables budget to be apportioned more effectively.

Brands need to be able to quickly identify groups of buyers and browsers to effectively target each of these groups with relevant content at every stage of the journey.

Developing a better understanding of the wider lifestyle interests of your customers enables you to create more tailored packages that will result in a higher rate of conversion.

Feed all of these learnings into your marketing strategy to ensure that you provide each customer with a personalised experience and drive improved engagement with your brand.

Key Takeaways


Experian Public. 34

Contact Us

[email protected]

@ExperianMkt_UK

0845 234 0391

www.experian.co.uk/marketing


Experian Public. 35

Experian Marketing Services Travel Insights Webinar

Marketing

experian public

travel industry reliance

travel industryusers

travel websites

traveladdressing challenges

key challenges

market dynamics

service marks