Tbex 2013 Toronto Travel Technology Trends & Innovation

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Travel Technology Trends & Innovation Presenter: Tahnee Perry Group Marketing Director Northstar Travel Media

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Tbex 2013 Toronto Travel Technology Trends & Innovation featuring Tahnee Perry, Group Marketing Director, with Northstar Travel Media

Transcript of Tbex 2013 Toronto Travel Technology Trends & Innovation

Page 1: Tbex 2013 Toronto Travel Technology Trends & Innovation

Travel Technology Trends & Innovation

Presenter:Tahnee Perry

Group Marketing Director Northstar Travel Media

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Online Travel 1.0

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Travel 2.0

Transparency Collaboration

Speed Predictive Information

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Travel 3.0

Social Media Mobile

Personalization Semantic Search

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Online Bookings Today

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General Travel Booking Channel, 2011

Question: How did you book your N leisure trips in the past 12 months? Select one.Base: U.S. travelers (2011 N=2,036; 2010 N=2,529; 2009 N=2,755; 2008 N=1,989)Note: Totals may not add to 100% due to rounding.Source: PhoCusWright’s Consumer Travel Report Third Edition

32%

22%

29%

6%

9%

Only online

Usually online

Both online and offline

Usually offline

Only offline

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What Really Matters to Online Travel Shoppers When Planning, 2011

Question: Please indicate how influential each online feature is to you when planning leisure travel.Base: U.S. travelers who typically use Web sites to plan travel (N=2,346); Note: Totals may not add to 100% due to rounding. Source: PhoCusWright’s Consumer Travel Report Third Edition

45%

57%

59%

61%

66%

73%

75%

Professional online travel video

Traveler-generated photography

Professional photography

Reviews from travel professionals

Traveler review websites

Traveler review on OTAs

Interactive maps

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Website Choice Motivation, 2011

Question: Why did you choose the particular Web site(s) you used? Select all that apply. Base: Online shoppers (2010 N=2,008; 2011 N=1,587)Source: PhoCusWright’s Consumer Travel Report Fourth Edition

59%

47%

48%

35%

32%

27%

28%

20%

18%

Ease of use

Good experience with site

Best price/offers

Trust in brand

Ideas

No fees

Selection

Information

Official website

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Information Sources for Destination Selection

Question: What sources of information did you use to help you select the destination(s) for this trip? Select all that apply.Base: U.S. travelers who selected some or all leisure destinations in past 12 months independently (2009 N=1,451; 2010 N=1,462; 2011 N=1,202) Source: PhoCusWright’s Consumer Travel Report Fourth Edition

Printed advertising

Calls/visits to city/state destination travel bureaus

Personal advice from travel agents

Printed publications, articles or brochures

Information in printed travel guidebooks

Websites or applications via mobile device

Online advertising/email

Personal recommendations from friends/family

Internet websites via computer

3%

5%

7%

10%

14%

16%

17%

31%

60%

7%

4%

6%

12%

12%

13%

13%

31%

54%

2010

2011

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Websites Used for Destination Selection, 2011

Question: What type(s) of Web sites did you use? Select all that apply. Base: U.S. travelers who selected leisure destinations independently and used websites as information sources (2009 N=836; 2010 N=874; 2011 N=793) Source: PhoCusWright’s Consumer Travel Report Fourth Edition

8%

10%

11%

12%

19%

22%

27%

30%

42%

57%General search engines

OTA websites

Traveler review websites

Travel search engines

Travel provider websites

Destination websitesDeals newsletters/ websitesTravel guide websitesSocial networking websitesMags/Paper websites

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Sources of Information Used in Shopping Phase

Question: What sources of information do you typically use when comparing and choosing leisure travel products, such as airline tickets or hotel rooms? Select all that apply. Base: U.S. travelers (N=2,036)Source: PhoCusWright’s Consumer Travel Report Fourth Edition

Printed advertising

Calls/visits to travel bureaus/tourist offices

Calls to travel professionals/travel agents

Printed publications, articles or brochures

Calls to travel providers

Websites or apps via mobile device

Printed travel guidebooks

Online advertising/email promotions

Recommendations from friends/family

Websites via computer

6%

8%

10%

13%

15%

16%

19%

25%

38%

74%

11%

8%

8%

18%

14%

11%

18%

22%

38%

77%

2010

2011

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Websites Used for Shopping, 2011

Questions: What type(s) of Web sites do you typically use when comparing and choosing leisure travel products? Select all that apply. Which of the following, if any, have you done in the past 12 months? Traveled by airplane Base: U.S. travelers who used websites information when comparing and choosing leisure travel products (2010 N=2,008; 2011 N=1,587)Source: PhoCusWright’s Consumer Travel Report Fourth Edition

3%

9%

11%

12%

18%

19%

32%

33%

36%

54%

61%OTA websites

General search engines

Travel provider websites

Travel search engines

Traveler review websites

Destination websites

Deals newsletters/websites

Travel guide websites

Social networks

Mags/Paper websitesMem-bers

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Social Is Not a Trend

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Even Grandma Is on Facebook

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Ignoring It Won’t Make It Go Away

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With all this talk on (and about) social networks, do travelers actually listen?

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Source: PhoCusWright Inc.

What is Happening Today What Needs to Happen

• Embrace social media marketing• Seize the opportunities that

social media marketing has to offer

• Determine the tolerance for experimentation without hard ROI, since metrics and measurers are emerging

Now and Future

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79%

34%26%

10%

How U.S. Online Travelers Use Social Networks

Base: U.S. online travelers (2011 N=1,948) Source: PhoCusWright’s Traveler Technology Survey November 2011 and PhoCusWright’s Consumer Travel Report Fourth Edition, May 2012

Use generally

Share travel experiences

Solicit travel advice

Planning/ Shopping

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Mobile Is Trending Everything

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Where am I right now?

What time is it?

What device am I using?

What’s the weather like?

How did I get here?

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The Bookings Are Coming!

Note: 2011-2013 projectedSource: PhoCusWright’s Mobile Hits the Mainstream: Technology & Industry Trends, February, 2012

2010 2011 2012 20130

2

4

6

8

10

0%

1%

2%

3%

4%

5%

6%

7%

0.4%

2.4%

4.3%

6.5%

Total Mobile Bookings Mobile as a Share of Total Online Travel Market

Mob

ile G

ross

Boo

king

s ($

B)

Shar

e of

Onl

ine

Trav

el M

arke

t (%

)

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Web Traffic in North America, by Device, June 2012

Desktop72%

Smartphone21%

Tablet7%

Source: Chitika Internet Access Platform Tracker, June 30, 2012; www.emarketer.com

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Tablets Are Not Phones

Source: Yankee Group

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The capabilities of the mobile platform converge, and users achieve true mobile empowerment

Traveler just wants to touch icon and unlock hotel room door

The future: Travelers engaging in apps based on function, not supplier

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Source: “Half of adult cell phone users have apps on their phones”. Pew Research Center’s Internet and American Life Project, November, 2011, http://pewinternet.org/Reports/2011/Apps-update.aspx ; PhoCusWright Inc.

What is Happening Today

• 500,000 apps for iPhone• Apple users downloading apps at

rate of 350 per second• 370,000 apps for Android • Apps being added to Android

platform at rate of 12K-34K/month• 35% of U.S. adults have apps

• 24% use their apps• 68% use five or fewer each week

What Needs to Happen

• Deliver functions, not branded apps• Check into any hotel• Access any car rental• Change any flight reservation

• Seamlessly integrate apps and native phone features• Allow phone to handle underlying

complexity• Build towards contextual awareness

and filters• Improve network

performance

Now and Future

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Intelligent Assistant for the iPhone

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Apple's new iPhone Passbook App works for any airline boarding pass

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British Airways gives flight attendants iPads with key customer profile information

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Local Activity-Related Mobile Activities

Question: Which travel products have you researched, booked or changed reservations for online using your mobile phone? Select all that apply for the products you researched, booked or changed. Base: U.S. mobile travel planners(N=786); U.S. mobile business travel planners (N=1,087)Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011

Research options Make new reservations Modify existing reservations

58%

19%

10%Research options

Make new reservation

s

Modify existing reservations

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Leisure travelers Leisure travelers Leisure travelersResearch activities Book local activities Modify local activities

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Before departing for my trips While in transit to my destinationAfter I have arrived at my destination Did not conduct this activity

Timing of Mobile Travel Activities, Local Activities

Question: Please indicate at what point you typically use your mobile phone’s online functions for the following activities. Select all that apply for the products you researched, booked or changed. Base: U.S. mobile travel planners(N=786); U.S. mobile business travel planners (N=1,087)Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011

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14%

17%

30%

37%

39%

48%

58%

What are Mobile Users Interested In?

Question: Which, if any, of the following mobile website/app capabilities will you likely use or find appealing when traveling in the future?Base: U.S. Mobile Internet users(N=1,125); U.S. Business traveler mobile Internet users(N=1,526) Source: PhoCusWright's Traveler Technology Survey 2011, PhoCusWright’s Business Traveler Survey 2011

Purchase extra services from airlines (seats with extra leg room, in flight wireless access

Upload digital or photographed receipts to expense reports

Book travel (airline tickets, hotel rooms, car rental)

Look up supplemental information about my travel, such as seat maps, on time likelihood, and weather

Receive personalized discounts/offers specific to my travel destination

Receive alerts about flight status changes, gate changes, and cancellations

Find hotels, restaurants, or activities near my current location

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Travel 3.0 is Here

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THANK YOU