Top Banner
© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. On The Road Again: Insights on the Online Travel Market May 25, 2011
40

Hitwise Travel Webinar: On the Road Again

Jan 12, 2015

Download

Travel

Key Takeaways Include:

* The most popular travel destinations among consumers
* What foreign travelers are researching for when planning travel to the US
* The consumer profiles of travel websites visitors and any profile shifts that have occurred
* The most effective channels for driving traffic to travel websit
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,

or distributed in any form or manner without the prior written permission of Experian.

On The Road Again: Insights on the Online Travel Market

May 25, 2011

Page 2: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.2

Intro & Agenda

Key Trends & Emerging Websites

Drivers of Traffic

Search Behavior – Road Trips & Vacations

Global Search Behavior – Top US Destinations from Other Markets

Key Takeaways

Page 3: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.3

Key Trends & Emerging Websites

Page 4: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.4

Overall Current Travel Landscape Visits to Travel websites down 4% YoY

Page 5: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.5

Searches for Gas PricesConsumer interests naturally rise with cost

Source of gas price information: Energy Information Administration

Page 6: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.6

Search Behaviors for Gas PricesConsumers tend to be concerned with local markets

Page 7: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.7

Searches for Gas PricesPrice sensitivity varies by state

Source of gas price information: AAA and OPISNET

Source of gas price information in Ohio: Gas Buddy

Page 8: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.8

Specificity in “Gas Prices”Web-users become specific about looking for cheap local gas

Page 9: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.9

Traffic to US CVBs and STOs is RecoveringFollowing a depressed 2010 season, share is up

+ 10% YoY

-3% YoY -13% YoY

Page 10: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.10

Geography for Myrtle Beach CVBMore local visitors, capitalize on proximity

Page 11: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.11

Growth in Travel Flash Sales New channels to distribute distressed inventory

+498%

+1025%

Page 12: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.12

Attractive Demographics of Travel Flash SalesOver-indexes with older, more affluent audience

Page 13: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.13

Drivers of Traffic to Travel Websites

Page 14: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.14

Consumer Behavior Largely UnchangedSearch & Cross-Shopping drive highest share of traffic

Page 15: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.15

Cross-Shopping BehaviorHighest overlap between airlines & OTAs

Page 16: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.16

Key Drivers of TrafficAirlines & cruises most active with social networks

Page 17: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.17

Key Drivers of Traffic to Maps & Road Guides Search even more critical to attract visitors

Search Engines 46%

Business & Finance 8%

Shopping & Classifieds 7%

Social Networks 6%

Travel 6%

Other 27%

Sources of Traffic to Maps & Road Guides, April 2011

36%

4%

4%

Page 18: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.18

Search Behavior –Road Trips & Vacations

Page 19: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.19

Demographics of Driving Direction SearchersMajority are older with mid HH income

Page 20: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.20

Geography of Driving Direction SearchersHeavy concentration in middle America & east coast

Page 21: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.21

Searches for Driving Direction & Road TripsHighly branded but significant content opportunities

Road Trip

Across

America

San Francisco

to San Diego

Road Trip

Driving Trip

Tennessee

South Carolina

Virginia

Road Trip to

Sedona

Road Trip from

Michigan to

Tennessee

Denver to

Yellowstone

Road Trip

Road Trip from

Ohio to Florida

California

Coast Road

Trip

East Coast

Road Trip

Perfect Road

Trip in Missouri

Page 22: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.22

General Interest in “Myrtle Beach” GrewTargeting cold weather markets proved fruitful

Page 23: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.23

Searches for VacationsFor Family Vacations, “All Inclusive” Trumps “Cheap”

NB Excludes

“family”,

“vacation” and

“vacations” –

these are

overwhelmingly

the top terms

Page 24: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.24

“Family” Travel Search TrafficPublishers win majority, but opportunities for better optimization

Page 25: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.25

Adult & Romantic Vacation/Getaway SearchesRomantics Stay Local for Their “Getaways”

Page 26: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.26

Search Term Variations for Honeymoons“Honeymoon” Searches Peak with “Wedding” Searches

Page 27: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.27

Search Term Variations for Honeymoons“Packages” are tops

Page 28: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.28

Search Term Variations for HoneymoonsUSA is most searched destination

Page 29: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.29

Visiting the US – Destination Trends from Australia, Brazil, Canada, France & UK

Page 30: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.30

Importance of Travel and Seasonality by MarketAustralians are consistently interested in travel

Page 31: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.31

Canadian Interest in US Travel DestinationsWarm weather and Canadian sites

Page 32: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.32

Brazilian Flight Searches to US Miami & Orlando are the main destinations

Page 33: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.33

Brazilian Searches for US DestinationsDisney & Orlando Theme Parks dominate

Page 34: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.34

UK Searches for US DestinationsHoping for „fun in the sun‟

Page 35: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.35

“Voyages” – The French MarketBright lights, big cities are key interests

Page 36: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.36

Reaching International MarketsBi-lingual content for French and Brazilian Markets

Page 37: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.37

Australian Flight Searches to USHawaii & Los Angeles are popular flight choices

Page 38: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.38

Australian Searches for US DestinationsVegas baby, Vegas!

Page 39: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.39

Key Takeaways

Monitor consumer concern about gas prices & other economic indicators to understand impact on travel decisions.

Identify opportunities to capture foreign travel dollars by offering content around popular destinations in additional languages, local search engines & alternate payment options.

Search & cross-shopping remain key – consumers are going to many places for travel information, so provide compelling content to develop the relationship:

► Partner with theme-focused websites to benefit from their SEO efforts.

► Think about the language – “romantic getaways” vs. “family vacations”.

► Consumers love lists! Offer content that highlights the „top‟ and „best‟ of a destination.

Page 40: Hitwise Travel Webinar: On the Road Again

© 2011 Experian Information Solutions, Inc. All rights reserved.