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Path to Purchase Knowing where and when to reach buyers
Examining online hotel bookers
Agenda
The new complexities of the consumer journey
Our approach explained
Example insights
Q&A
The traditional marketing funnel
Source: Forrester Research, Inc.
The Traditional Marketing Funnel
The customer engagement cycle
Source: http://blog.competingoninformation.com/
When, where and with what message?
Website visit
TV Commercial
Search Purchase
Mobile App
Consumer experience at each stage
Awareness
Product awareness and historical brand experience
Consideration
How consumers research products and services
Decision
Where, how and why consumers make a purchase
Experience
Brand loyalty, engagement and advocacy
Our approach Survey and observe in-market and recent purchasers
Demographics
Attitudes & opinions
Traditional media
Web browsing
Social media
Search behavior
App usage
Digital tablets
Personal Computers
Smart phones
Lifestyles
Influences
Brand affinities
Purchase intent
Examining the path to booking hotel visits online
Who are online hotel bookers?
67% are married
57% have children in
the HH 74% are
employed
2X Grad Degree
Age Household Income
Source: Consumer Insights; Simmons Connect, Fall 2013
How they plan for a trip
They are looking for loyalty rewards, with 2/3 participating in hotel frequent guest programs.
Unique travel is a badge of honor. More likely to: • Travel somewhere different every trip • Plan travel experiences that differentiate them from
friends
Business travelers • 61% of domestic travel is for business
• 75% of foreign travel is for business
Source: Consumer Insights; Simmons Connect, Fall 2013
Influences for online transactions
Source: Consumer Insights; Simmons Connect, Fall 2013
100 105 110 115 120
FINDING MY FAVORITE BRANDS
BEST PRICE
EASE OF NAVIGATION
FINDING SPECIFIC PRODUCTS
PEER REVIEWS
SITE SECURITY
FRIEND OR FAMILY RECOMMENDATIONS
SPECIAL PROMOTIONS
Online hotel bookers (indexed to all hotel users)
Reaching online hotel bookers
Source: Consumer Insights; Simmons Connect, Fall 2013
Internet and mobile • 24% more likely to use a tablet as their
primary Internet access device
• Travel, travel agencies and ticketing sites among top indexing mobile site categories
• Over index for news, location and travel apps on mobile
Traffic peaks differ by category
0
10
20
30
40
50
60
70
80
Tota
l Vis
its
(in M
iillio
ns)
Online Traffic to Key Travel Categories
Hotels OTAs Airlines
OTAs 6/30/2012
Airlines 6/16/2012
Hotels 7/14/2012
Measuring the behavior of online purchases through observation
Identify online behavior around the transaction:
• Volume • Sources of converting traffic • Converting search terms
Visits to www.onlinestore.com
Online Purchasers
Visits to www.onlinestore.com/thankyou.html
Identify all other online behavior:
• Online categories & websites visited
• Search behavior • Demographics & Lifestyle
Immediate sources of conversion
Hilton Booking
OTAs 3%
Search 30%
Email 5%
3% visited a competitors’ website immediately before booking on Hilton’s website
3% visited an airline website immediately before booking
on Hilton’s website
Top online categories visited by hotel bookers
0% 3% 6% 9% 12% 15% 18%
Travel
Sports
Education
Lifestyle
Email Services
News & Media
Portal Frontpages
Business & Finance
Shopping & Classifieds
Entertainment
Social Networking & Forums
Search Engines
Hotel Bookers Online Pop
Top online travel categories
0.00% 0.50% 1.00% 1.50% 2.00% 2.50%
Cruises
Airlines
Maps
Travel Agencies
Travel Destinations &Accommodations
Hotel Bookers Online Pop
Top online destination & accommodation websites
0% 2% 4% 6% 8% 10%
StarwoodCarnival Cruise Lines
Quality InnVacation Rentals by Owner
Comfort InnHampton Inn and Suites
Best WesternChoice Hotels
IHGMarriott
HiltonHotels.com
Booking.comTripAdvisor
Hotel Bookers Online Pop
Hotel bookers spent 41% more time on TripAdvisor
Hotel Bookers
Online Pop
0:08:11
0:05:49
Average Visit Time - TripAdvisor
Top travel agency websites
0% 5% 10% 15% 20%
HotelPlanner.comLowfares.com
Onetravel.comBookIt.com
TravelzoobookingbuddyYahoo! TravelCheap Tickets
CheapOairKayakOrbitz
HotwireTravelocity
Priceline.comExpedia
Hotel Bookers Online Pop
Short purchase cycle for booking hotels online
0
50
100
150
200
250
300
-60 -56 -52 -48 -44 -40 -36 -32 -28 -24 -20 -16 -12 -8 -4 0
# of
Vis
its
# of Days Before Booking
Visits to Hotel Websites - # of Days Before Online Hotel Booking
Visitation pattern is similar when booking direct with hotel
0
10
20
30
40
50
60
70
60 days 30 days 14 days 7 days
Aver
age
Num
ber o
f Vis
its
Average Number of Days Before Online Hotel; Booking
Visited a hotel website & booked a hotel
Visited a hotel website & booked on a hotel website
Shoppers consult reviews immediately before booking
Same Day as
Purchase
0
10
20
30
40
50
60
70
80
90
100
-30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0
# of
Vis
its
# of Days Before Booking
Visits to TripAdvisor - # of Days Before Online Hotel Booking
Majority of review research takes place within 2 weeks of transaction
7.5 9.9
14.1
21.1
60 days 30 days 14 days 7 Days
# of Days Before Booking
Average # of Visits - TripAdvisor
Engagement with reviews increases close to transaction
13:45 15:03 15:45
26:55
60 days 30 days 14 days 7 Days
# of Days Before Booking
Average Time Spent - TripAdvisor
04:23
32:41
37:45
43:11
05:53
4 Days Before
3 Days Before
2 Days Before
Day Before
Day of Purchase
Researching airfares before booking a hotel
0
10
20
30
40
50
60
70
80
90
-90 -87 -84 -80 -77 -73 -70 -67 -64 -61 -58 -55 -52 -49 -46 -43 -40 -37 -34 -31 -28 -25 -22 -19 -16 -13 -10 -7 -4 -1
# of
Vis
its
# of Days Before Booking
Visits to Airline Websites - # of Days Before Online Hotel Booking
Concurrent research taking place with air & hotel
0
10
20
30
40
50
60
70
60 days 30 days 14 days 7 days
Visited a hotel website & booked a hotel
Visited airline website & booked a hotel
Closing thoughts • Increasingly complex challenge
Budgets are spent guessing where target customers will appear when ready to purchase
• Unique capabilities of Experian
Surveys and longitudinal observation of online and on-device behavior to identify key opportunities along the consumer journey
