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Travel Consumer 2015Engaging the empowered holidaymaker

Webinar Slides


1. The evolution of the consumer ‘journey’

2. The empowered consumer

3. Shifting sources of influence

4. Multiple channels and devices

Travel Consumer 20152

Four chapters:

3

The evolution of the consumer ‘journey’


The evolution of the consumer ‘journey’Businesses need to adapt their operations to keep pace with changing

consumer behaviour.


5

The empowered consumer


The empowered consumerConsumers have been empowered by product choice and information

available online, and travel has evolved from a seller’s to a buyer’s market


72%

59%

46%

44%

31%

17%

1%

2%

Researching destinations

Comparing prices

Searching for feedback and comments by other people on holidaycompanies or travel agents

Booking the holiday or elements of the holiday

Researching options for holiday companies or travel agents

Buying other services or products related to your holidays

I don’t use the internet for holiday planning

Don’t know/Not applicable

Figure 2. Online activities carried out when planning a holiday

Source: Deloitte analysis of BTA TravelVision data, July-September 2014

Base: UK holidaymakers 16+ (n = 27,146)


The empowered consumerConsumer decisions are being shaped by metrics such as price, star

ratings and consumer review scores. Travel products are at risk of

becoming commoditised.


56%

47%

38%

32%

22%

18%

15%

3%

4%

Price

Previous experience of using the same company

Reputation

Detailed information on the holiday destination, hotel etc.

Level of customer service

Promotion or special offer

Information or recommendation from other people

None of these


Figure 3. Reasons for choosing to book with a particular travel company




The empowered consumerProducts targeting the over-65s are better positioned to avoid the threat of

commoditisation


0%

10%

20%

30%

40%

50%

60%

70%

80%

Price Previousexperience of usingthe same company

Reputation Detailedinformation on the

holiday destination,hotel etc.

Level of customerservice

Promotion orspecial offer

Information orrecommendationfrom other people

16-24 25-34 35-44 45-54 55-64 65-74 75+


The empowered consumerAction points


1. Redefine the relationship with consumers to encourage them to

look beyond metrics and instead base their decisions on brand

reputation and positioning

2. Evolve from a product-centric to a consumer-centric model that

considers the consumer perspective in every business decision.

To do this, businesses need to capture and analyse consumer

data to inform business strategy

3. Personalisation can also help businesses differentiate.

Personalised loyalty rewards can also help maintain the value of

loyalty schemes while cutting back on rewards such as free flights

that are less sustainable in a low margin trading environment.

10

Shifting sources of influence


Shifting sources of influenceConsumers have been empowered by having more opportunities to share

experiences and influence others


42%

31%

21%

18%

15%

13%

12%

7%

9%

Review websites

Direct from a travel company website

Internet-only travel agency

The website of a high street travel agent

Deals-based websites

Travel guide websites

An aggregator or price comparison site

None of these


Figure 4. Online resources used when planning a holiday




Shifting sources of influenceEvery consumer is a potential ‘evangelist’ or critic and businesses are

losing control over their own reputation


59%

39%

31%

25%

21%

12%

8%

5%

4%

2%

Review websites, online forums etc.

Travel operator website

Recommendations from friends and family

Travel agent website

Newspapers/magazine articles and advertising

Visit to a travel agent shop

Visit to a tour operator shop

Content on social media

None of these


Figure 5. Most influential resources when booking a holiday




Shifting sources of influenceConsumers’ influence will increase as they move from consumer content to creating it. Offline word-of-mouth recommendations are also expected to migrate online.


40%

34%

31%

25%

21%

16%

13%

24%

4%

Researched travel or holiday related services on a mobile device

Asked for recommendations for holiday or travel purposes fromfriends and family

Posted a travel related review on a review site

Shared travel or holiday pictures on social media

Booked travel or holiday related services on a mobile device

Posted or talked about positive or negative holiday or travelexperiences on social media sites

Followed travel companies or operators on social media

None of these


Figure 6. Activities carried out by holidaymakers




Shifting sources of influenceAction points


1. Businesses can adapt to increasing consumer influence by being

more open to creating a recommendation culture and

encouraging consumers to act as their brand evangelists.

2. This word-of-mouth marketing is low cost and self-perpetuating.

These attributes are key as the cost of acquiring customers online

is increasing.

3. Of course, social advocacy is reliant on a positive consumer

experience both before, during and after a holiday.

15

Multiple channels and devices


Multiple channels and devicesThe consumer journey is fragmented across online and offline channels…


60%

77% 74% 74%67% 62% 61%

55%

24%

11% 15% 14%21%

21% 26% 34%

10%9% 9% 10% 10% 12% 12% 8%

5% 3% 2% 2% 3% 4% 2% 3%

All Pricecomparison site

Internet-onlytravel agency

Deals-basedwebsite

Review website Travel guidewebsite

Travelcompanywebsite

The website ofa high streettravel agent

Figure 8. Final booking channel used, by research sources used

Online Offline Combination of online/offline N/A




Multiple channels and devicesFragmentation has made it difficult for travel businesses to track consumer

activity across devices and within mobile apps.


68%

28%

89%

62%

22%

45%

8%

28%

10%

26%

2%10%

All Mobile researchers All Mobile bookers

Research(n = 26,094)

Booking(n = 20,727)

Figure 10. Use of multiple devices when planning and booking a holiday

1 2 3+


Base: UK holidaymakers 16+


Multiple channels and devices… but a growing and more disruptive challenge is that of fragmentation

within the digital channel.


74%

16%

31%

42%

13%

73%

24%

23%

10% 9%

42% 19%

3% 2% 4%

17%

Laptop computer Desktop computer Tablet Smartphone

Device used for research

Figure 9. Device used to book, by device used for research

Smartphone

Tablet

Desktop computer

Laptop computer

Device used to book

Source: Deloitte analysis of BTA Travel Vision data, July-September 2014

Base: UK holidaymakers 16+ (n=24,683)


Multiple channels and devicesAction points


1. Travel businesses need to adapt to fragmentation by introducingan integrated experience across channels and devices.

2. Businesses could offer incentives that encourage users to sign inon every device. Signing in needs to offer benefits at every stageof the path to purchase and not just at the point of transaction.

3. Travel businesses could also reduce device fragmentation byembracing mobile wallets.

4. Offline needs to be integrated within a primarily digital consumerjourney. Businesses that operate on a commission model coulduse consumer tracking to reward agents for their influence, evenwhen a consumer makes his or her final purchase online.

20

Recipe for success


Recipe for successTo keep pace with changing consumer behaviour, businesses need to:


1. evolve from a product-centric to a consumer-centric model that considers the

consumer perspective in every business decision

2. offer a more personal user experience to differentiate and encourage consumers to

look beyond metrics

3. create a recommendation culture. Word-of-mouth marketing is comparatively low

cost and self-perpetuating and can help to reduce customer acquisition costs

4. introduce an integrated experience across channels and devices

5. offer incentives to encourage users to sign in on every platform to track consumeractivity across devices and within apps.


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