MBLM FLTR Travel
-
Upload
olaf-kreitz -
Category
Travel
-
view
184 -
download
0
description
Transcript of MBLM FLTR Travel
TRAVEL
Travel, like many industries today, has been transformed by technology. The travel psyche is now different, with a self-empowered focus and a desire to share. Travel agents have largely been replaced, travel books generally made obsolete. How we share our experiences is now redefined.
FLTRTRAVEL
PLANNING APPING BOASTING
FLTRTRAVEL | 2
This document outlines MBLM’s FLTR on Travel, and what we’ve observed, investigated and detailed in this always-evolving industry.
We’ve divided FLTR by the way we travel: Planning, which now seems centered on convenience and access; During a Trip, seemingly about enablement; and Post-Trip, which has become about sharing and fulfillment.
PLANNING GOES MOBILE
Mobile use was responsible for US
$2.6 billion in travel booking value
in 2011. That number is projected to
exceed $8 billion by 2013. 2
Google projects that in 2012 8 percent
of mobile users will be booking travel
from their smartphones. 3
According to a Nielsen study of
U.S. travelers, today 40 percent of
guests book a room using their
mobile devices after performing a
mobile search. 4
Nearly a quarter of all U.S. hotels
now offer mobile apps, according
to a survey by the American Hotel
& Lodging Association. 5
FLTRTRAVEL | 3
MLANNING (M-LAN-ING), NOUN
THE ACT OR PROCESS OF USING MOBILE
TOOLS TO PLAN AND/OR BOOK TRAVEL
B O O K T R AV E L H E R E !
AMERICANS36MILLION
USESMARTPHONES
TO RESEARCH TRAVEL, AND THAT NUMBER
WILL DOUBLE BY 2016.1
Nickel-and-Diming
Airlines have angered many by reducing or removing services.
Now blankets, snacks, luggage (even carry-ons), seat
assignments and reservations can be subject to additional
charges. There are threats of additional charges for families
sitting together or for selecting window or aisle seats.
Ryanair once proposed pay toilets on its planes. 6, 7
The following observations demonstrate different trends impacting travel planning: the frustration caused by airline pricing, the need for customer reviews and the desire for the different.
Niche
Travelers are looking to visit exotic and unusual destinations
they haven’t already visited. Notes Mary Ann Ramsey,
president of Betty MacLean Travel, “Small and exotic are the
lifeblood of the industry.” In addition, “voluntourism” is on
the rise, where tourists combine travel and volunteering.
G Adventures in Toronto, Canada, has doubled its number
of voluntourism trips in the past year. 9, 10, 11, 12
Transparency
Hotels are starting to include customer ratings and reviews on
their own websites. This has been dictated by recent studies
suggesting that reviews are imperative. Forrester found that
nearly 50 percent of consumers would not book a hotel that
doesn’t have online reviews. PhoCusWright noted that people
who read online hotel reviews are 59 percent more likely to
book. Starwood and Marriott Insider both post reviews on
their websites, and Wyndham Rewards provides a stream of
recent TripAdvisor reviews. 8
PLANNING
FLTRTRAVEL | 4
APPING DURING A TRIP
There are approximately 130,000
travel apps in the Apple App Store. 13
When considering all apps downloaded,
12 percent of people have downloaded
an app related to travel. 14
Across all travel apps and websites
in June 2012, U.S. Android and iOS
users spent 95 percent of their
time in apps versus 5 percent on
the Mobile Web. 15
Three of four active travelers use
their mobile device and apps while
on the move. 16
FLTRTRAVEL | 5
APPLIFICATION (AP-PLUH-FI-KAY-SHUHN), NOUN
THE ACT OR STATE OF BEING APPLIFIED;
THE INCREASED OR EXPANDED USE OF
APPS WHILE TRAVELING
TOP FIVE USES OF APPS WHILE TRAVELING: PHOTOS, MAPS, SEARCH, RESTAURANTS, SEARCH ACTIVITIES, CHECK INTO FLIGHT
APPING
From increasing spending and being left alone to switching travel experiences, travelers are being catered to with more luxury shopping, more technological advancements and more innovative hotel options.
FLTRTRAVEL | 6
Hey, Big Spender
A 2012 study reports that global luxury sales in airport
duty-free stores will grow 25 percent in the next two
years, reaching $44.5 billion. According to recent surveys,
passengers are often in a different mind-set when they
travel: more open to discovery, self-indulgence and gifting.
As a result, they are more demanding and expect a genuine
shopping experience. 17
Game Changers
Onefinestay, a start-up, describes itself as “the world’s first
unhotel.” The “Zip Car of hotels” allows people who are
going out of town to rent their home to travelers. It has been
launched in London and will be launched in NY later this year.
Similarly, Freehand, a high-end hostel developed by the Sydell
Group (owners of the Ace Hotel and NoMad Hotel), is aiming to
offer guests conversations and friendships with each other. 19, 20
Leave Me Alone ...
New, innovative technology is expediting the airport
experience—and helping other people avoid people and
delays. At Las Vegas’ McCarran International Airport, a new
terminal features 150 kiosks and 14 gates equipped with
self-tagging and self-boarding technology for the carriers
operating there. 18
46 percent of travelers post hotel
reviews after a trip. 22
40 percent of travelers post
activity/attraction reviews. 23
40 percent of travelers post
restaurant reviews. 24
55 percent “liked” Facebook pages
to a specific destination. 25
BOASTING AFTER A TRIP
FLTRTRAVEL | 7
RESTAURANT REVIEW
VACAT I O N R E V I E WS
SMOASTING (SMOHST-ING), VERB
TO BOAST OR BRAG VIA SOCIAL MEDIA21
CRITIQUE RAVE
LIKE
SHARE
THE TRAVELER
Twitter and Facebook are providing effective outlets for customer complaints, forcing travel brands to rethink how they behave. For the jaded traveler, virtual reality and outer space are becoming new ways to explore new adventures.
FLTRTRAVEL | 8
Social Venting
Once seemingly bureaucratic labyrinths, airlines have become
remarkably accessible, thanks to social media, especially in
the real-time world of Twitter. Passengers are slamming social
media sites with complaints about air travel experiences. This
raises questions about whether service has really changed or
passengers simply have more outlets for venting.
The Final Frontier
Just back home and looking for your next adventure? Time
to consider a journey beyond. Virgin Galactic may be
operating as soon as next year, just one among several firms
vying to take jaded travelers or thrill seekers to the upper
reaches of the atmosphere—and beyond. Options range from
a few moments of weightless delight (most for six figures)
to weekslong Apollo mission-style adventures. 28
If You Can’t Take It, Fake It
Virtual reality apps are becoming more commonplace,
enabling travelers to visit destinations virtually. The Mexico
Tourism Board recently created an augmented reality
postcard. Lonely Planet offers Compass City Guides on
Android screens, complete with GPS-enabled maps and
augmented camera reality views. 26, 27
BOASTING
9
ACKNOWLEDGMENTS & SOURCES
PLANNING GOES MOBILE 1 Overcoming the Mobile-Research Booking Gap. eMarketer. August 10, 2012. http://www.emarketer.com/ Article.aspx?R=1009254
2 Mobile Marketing Statistics 2012. Snaphop. 2012. http:// snaphop.com/2012-mobile-marketing-statistics/
3 Fields, Matthew. Infographic – How Mobile Technology Is Changing the Travel Industry. Social Media Chimps. May 8, 2012. https://socialmediachimps.com/2012/05/infographic- how-mobile-technology-is-changing-the-travel-industry/
4 Dennis, Brandon. Travel Plans – Mobile Search or Apps? Technorati. September 4, 2012. http://technorati.com/ technology/article/travel-plans-mobile-search-or-apps/
5 McCarthy, Cathleen. Mobile and Facebook Hotel Bookings on the Rise. Fodor’s. August 27, 2012. http://www.fodors.com/ news/mobile-and-facebook-hotel-bookings-on-the-rise- 5911.html
PLANNING 6 Steffy, Loren. What Will Airlines Charge Fees for Next? Chron. July 25, 2012. http://blog.chron.com/lorensteffy/2012/07/ what-will-airlines-charge-fees-for-next/
7 Hobica, George. Top 10 Most Obnoxious Airline Fees. Airfarewatchdog. September 21, 2007. http://www. airfarewatchdog.com/blog/3800552/top-ten-most- obnoxious-hidden-airline-fees/
8 Farley, Amy. How Hotels Are Embracing the Online Customer Review. Travel + Leisure. June 2012. http://www.traveland leisure.com/articles/how-hotels-are-embracing-the- online-customer-review/
9 Terrero, Ruth. Luxury Trend: Small and Exotic Travel. Luxury Travel Advisor. August 27, 2012. http://www.luxurytravela dvisor.com/editors-letter/luxury-trend-small-and-exotic-travel
10 Fitzsimmons, Annie. 8 Luxury Travel Trends for Summer 2012. Forbes. April 25, 2012. http://www.forbes.com/sites/ anniefitzsimmons/2012/04/25/8-luxury-travel-trends-for- summer-2012/
11 National Volunteer Week Marks the Rise of Voluntourism. The African Business Journal. May 31, 2012. http://www.tabj. co.za/african_business_news/nationalvolunteerweek.html
12 Foxman,Stuart. Adventure Travel: What’s Hot, What’s Not. Reader’s Digest. http://selection.readersdigest.ca/ node/12804
APPING DURING A TRIP 13 Fields, Matthew. Infographic – How Mobile Technology Is Changing the Travel Industry. Social Media Chimps. May 8, 2012. https://socialmediachimps.com/2012/05/infographic- how-mobile-technology-is-changing-the-travel-industry/
14 Fields, Matthew. Infographic – How Mobile Technology Is Changing the Travel Industry. Social Media Chimps. May 8, 2012. https://socialmediachimps.com/2012/05/infographic- how-mobile-technology-is-changing-the-travel-industry/
15 Dennis, Brandon. Travel Plans – Mobile Search or Apps? Technorati. September 4, 2012. http://technorati.com/ technology/article/travel-plans-mobile-search-or-apps/
16 Fields, Matthew. Infographic – How Mobile Technology Is Changing the Travel Industry. Social Media Chimps. May 8, 2012. https://socialmediachimps.com/2012/05/infographic- how-mobile-technology-is-changing-the-travel-industry/
APPING 17 Chinese Tourists Help Fuel Luxury Boom in Airports. Red Luxury. August 23, 2012. http://red-luxury.com/2012/08/23/ chinese-tourists-help-fuel-luxury-boom-in-airports/
18 Nicas, Jack and Daniel Michaels. The Self-Service Airport. The Wall Street Journal. August 27, 2012. http://online.wsj. com/article/SB1000087239639044354550457756750142 0272414.html
19 Ha, Anthony. Onefinestay Is Like a Super-Fancy Airbnb, and It Just Raised $12M. TechCrunch. June 19, 2012. http://techcrunch.com/2012/06/19/onefinestay-series-b/
20 Suqi, Rima. First Look | The Freehand Miami Beach. T-Magazine. August 20, 2012. http://tmagazine.blogs. nytimes.com/2012/08/20/first-look-the-freehand- miami-beach/
BOASTING AFTER A TRIP 21 Harrison, Tara. Smoasting: The Latest Travel Trend. Travel Weekly. August 29, 2012. http://www.travelweekly.com.au/ frontline/take-a-break/keep-on-smoasting
22 Laird, Sam. How Tech and Social Media Are Changing Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http:// mashable.com/2012/03/24/how-tech-is-changing- travel-infographic/
23 Laird, Sam. How Tech and Social Media Are Changing Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http:// mashable.com/2012/03/24/how-tech-is-changing- travel-infographic/
24 Laird, Sam. How Tech and Social Media Are Changing Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http:// mashable.com/2012/03/24/how-tech-is-changing- travel-infographic/
25 Laird, Sam. How Tech and Social Media Are Changing Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http:// mashable.com/2012/03/24/how-tech-is-changing- travel-infographic/
BOASTING 26 Fox, Linda. Brings Brochures to Life via Virtual Reality App. tnooz.com. Jan 5, 2012. http://www.tnooz.com/2012 /01/05/news/saga-travel-brings-brochures-to-life-via- virtual-reality-app/#u9odVS1sRPwzTPxk.99
27 So, Winnie. 10 Top Augmented Reality Apps. CNN Travel. March 8, 2011. http://articles.cnn.com/2011-03-08/travel/ cnngo.augmented.reality.travel.apps_1_world-heritage-list- apps-android-market?_s=PM:TRAVEL
28 McKinley, Jesse. Space Tourism Is Here, Wealthy Adventurers Wanted. September 7, 2012. http://travel. nytimes.com/2012/09/09/travel/space-tourism-is-here- wealthy-adventurers-wanted.html?ref=travel
FLTRTRAVEL | 9
Special thanks to the entire team
at MBLM for their contributions,
observations, insights and input—
their FLTR work on Travel made this
report possible.
FLTR is a monthly collection of shared
insights, ideas and observations
gathered from our work and the world
around us. Check out our recent FLTR
Olympics issue.
COPYRIGHT MBLM © 2012 All rights reserved.
EXECUTIVE EDITORS
Mario Natarelli
Rina Plapler
EDITORIAL AND DESIGN TEAM
Carrie Ruby
Daryl Drabinsky