Asia Pacific Online Travel Traffic Jam! Special Focus on Australia, India and China
November 2, 2011 A PhoCusWright Webinar
Douglas Quinby Sr. Director Research,
PhoCusWright Inc.
Deepak Jain Research Associate, PhoCusWright Inc.
Chetan Kapoor Research Associate, PhoCusWright Inc.
Joe Nguyen Vice President,
Southeast Asia and India, comScore Inc.
with
Asia Pacific Online Travel Traffic Jam! Special Focus on Australia, India and China
November 2, 2011
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Agenda
Asia Rising
Travel & the Web
Traffic Trends for APAC OTAs
Q&A
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Europe 34%
Asia Pacific 30%
U.S. 29%
Latin America
7%
Global Total Travel Gross Bookings, Share by Region (%), 2010
Note: 2010 projected. Source: PhoCusWright’s Global Online Travel Market Second Edition
© 2011 PhoCusWright Inc. All Rights Reserved.
7
Online Travel Penetration (%) by Region, 2010
Note: 2010 projected. Source: PhoCusWright’s Global Online Travel Market Second Edition
38%
33%
21%
14%
US Europe Asia Pacific Latin America
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APAC Total and Online Leisure/Unmanaged Business Travel Gross Bookings (US$B) and Online Penetration by Market (%), 2010
Note: 2010 projected Source: PhoCusWright’s Asia Pacific Online Travel Overview Fourth Edition
86.1
63.3
29.1
18.6
Japan China ANZ India
Total Travel
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APAC Total and Online Leisure/Unmanaged Business Travel Gross Bookings (US$B) and Online Penetration by Market (%), 2010
Note: 2010 projected Source: PhoCusWright’s Asia Pacific Online Travel Overview Fourth Edition
29%
8% 35% 24%
86.1
63.3
29.1
18.6
Japan China ANZ India
Online Penetration Total Travel
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APAC Online Leisure/Unmanaged Business Travel Gross Bookings Annual Change (%) by Market, 2009-2012
* Projections for Japan developed pre-March 11, 2011 Note: 2010-2012 projected Source: PhoCusWright’s Asia Pacific Online Travel Overview Fourth Edition
9%
17%
21%
3%
15%
36%
31%
20%
12%
24% 26%
13%
9%
20%
25%
10%
ANZ China India Japan*
2009 2010 2011 2012
Local Currencies
Asia Rising
Travel & the Web
Traffic Trends for APAC OTAs
Q&A
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12
Polling Question #1
In which APAC market does the total Internet population have the highest penetration of online travelers?
a. India b. Australia c. China d. Japan
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Total Internet Monthly Unique Visitors and Travel Category Share by Country (in millions), 1Q11
Sources: comScore, Inc. and PhoCusWright’s Asia Pacific Online Travel Traffic Snapshot
14%
37% 42%
46%
300
73.1
42.4
13.5
China Japan India ANZ
Travel Total Internet
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Share of Travel Category Unique Visitors by Age Group (%) and Country, 1Q11
Sources: comScore, Inc. and PhoCusWright’s Asia Pacific Online Travel Traffic Snapshot
19%
13%
27%
32%
22%
21%
31%
42%
20%
23%
23%
17%
18%
19%
11%
6%
21%
24%
7%
2%
Australia
Japan
China
India
15-24 25-34 35-44 45-54 55+
Asia Rising
Travel & the Web
Traffic Trends for APAC OTAs
Q&A
© 2011 PhoCusWright Inc. All Rights Reserved.
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Methodology
• comScore proprietary panels were used to measure Web traffic to online travel categories across four APAC markets – Australia, China, India and Japan.
• PhoCusWright analyzed this data for a 15-month period to understand traffic trends and online shopping behavior to travel websites and categories.
• This webinar covers traffic trends to Australia and India for 4Q09-4Q10, and China for 1Q10-1Q11.
• Mobile platforms are excluded from this analysis.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Online Travel Agency Traffic Penetration of Total Travel Category by Market (%)
Sources: comScore, Inc. and PhoCusWright Inc.
40%
35%
29%
India Australia China
4Q10 1Q11
Source: Ogilvy Asia’s Flickr Stream
Rail Rules in India!
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APAC Online Travel Agencies’ Average Monthly Traffic (000s) and Share of Visitors to Travel Category (%) by Country
Sources: comScore, Inc. and PhoCusWright Inc.
3,083
2,949
2,056
459
417
417
6,900
2,263
1,229
Ctrip
eLong
Lotour
MakeMyTrip
Yatra
Cleartrip
Wotif
Flight Centre
Webjet
Ch
ina
Ind
iaA
ust
ralia
4Q10
1Q11
© 2011 PhoCusWright Inc. All Rights Reserved.
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APAC Online Travel Agencies’ Average Monthly Traffic (000s) and Share of Visitors to Travel Category (%) by Country
Sources: comScore, Inc. and PhoCusWright Inc.
3,083 (18%)
2,949 (17%)
2,056 (12%)
459 (8%)
417 (7%)
417 (7%)
6,900 (16%)
2,263 (5%)
1,229 (3%)
Ctrip
eLong
Lotour
MakeMyTrip
Yatra
Cleartrip
Wotif
Flight Centre
Webjet
Ch
ina
Ind
iaA
ust
ralia
4Q10
1Q11
© 2011 PhoCusWright Inc. All Rights Reserved.
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Polling Question #2
Which APAC OTA, in terms of its visitor traffic, has the highest penetration of the total Internet population in its country?
a. Ctrip
b. MakeMyTrip
c. Wotif
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OTA Visitors: Share of Total Internet Users by Country (%)
Sources: comScore, Inc. and PhoCusWright Inc.
0%
10%
India Australia China
MakeMyTrip7.5%
Wotif 3.4% Ctrip
2.3%
Fish bowl Image/Cross Shopping
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Comparative Travel Category Cross Visitation for Wotif, December 2010
* lastminute.com.au is a subsidiary of Wotif Holdings Limited. Source: comScore, Inc. and PhoCusWright’s Australian Online Travel Traffic Report
31%
20%
12%
21% 20% 18% 16%
14% 14% 13%
18%
Airlines OTAs TravelerReview
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Comparative Travel Category Cross Visitation for MakeMyTrip, December 2010
Source: comScore, Inc. and PhoCusWright's Indian Online Travel Traffic Report
9%
5%
36%
8% 7%
31%
23%
6% 5%
14%
8%
13%
Airlines Ground Transportation OTAs Traveler Review Others
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Comparative Travel Category Cross-Visitation for Ctrip, March 2011
Source: comScore, Inc. and PhoCusWright’s China Online Travel Traffic Report
72%
47%
36%
46%
23% 17%
47% 45% 37% 36%
28% 28%
74%
27%
Airlines Hotels OTAs Metasearch Traveler Review
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18%
23%
14%
3%
8%
2%
32%
11%
7% 5%
1% <1%
36%
5% 7%
5%
1% <1%
Search OTAs Media Portals SocialNetworks
TravelerReviews
Metasearch
Ctrip (Mar 2011) MakeMyTrip (Dec 2010) Wotif (Dec 2010)
Source Traffic to Leading APAC OTAs, Share by Category (%)
Sources: comScore, Inc. and PhoCusWright Inc.
© 2011 PhoCusWright Inc. All Rights Reserved.
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Online Travel Traffic Penetration: Traveler Reviews and Metasearch by Country (%)
Sources: comScore, Inc. and PhoCusWright Inc.
6% 4%
13%
5%
10%
25%
Traveler Reviews Metasearch
Australia (4Q10) India (4Q10) China (1Q11)
© 2011 PhoCusWright Inc. All Rights Reserved.
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Crowded, but Still Room to Maneuver
Questions?
Douglas Quinby Sr. Director Research,
PhoCusWright Inc.
Deepak Jain Research Associate, PhoCusWright Inc.
Chetan Kapoor Research Associate, PhoCusWright Inc.
Joe Nguyen Vice President,
Southeast Asia and India,
comScore Inc.
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