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POWER OF DATAWhat You Don’t Know About
Your Audience
THE
ANDREW VAN DER FELTZSenior Director, Business Development, EMEA & APAC
Expedia Media Solutions
EXPERIENCE:
Andrew drives business development for the growing display advertising
space for the Europe, Middle East, Africa and Asia Pacific region. Prior to
joining Expedia Media Solutions in 2016, he spent more than 15 years with the
Netherlands Board of Tourism & Conventions (NBTC) as the director of
business development and operations. Andrew was also previously an
international marketing manager at VisitScotland.
FUN FACT:
Despite being Dutch, Andy rowed competitively for the Scottish National
Team, qualifying thanks to his quarter Scottish maternal grandmother.
WE ARE A GLOBALNETWORKOF TRUSTEDTRAVEL BRANDS
200+SITES
75COUNTRIES
35LANGUAGES
WITH A GLOBALAUDIENCEOF QUALIFIEDTRAVELSHOPPERS
UNDERSTANDING YOUR
AUDIENCE
BEHAVIOR EMOTION INTENT
UNDERSTANDING
EMOTIONAUDIENCE
INNOVATION LABSW E INVITE TR AVELERS TO
ON THE ROAD…W E TAKE TECHNOLOGY
HOW TRAVELERS FEEL…TO UND ERSTAND
FACE READERTHIS IS A
UNDERSTANDING
INTENTAUDIENCE
Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q9: Typically, how many personal/leisure and business trips do you take per year?
Average Number of Total Trips Taken Per Year
4.45.3
4.4
2.83.5 3.5 4.0
3.3
US CN JP CA UK DE FR AU
NOT ALL TRIPS ARE CREATED
EQUAL
Average Number of Total Trips Taken Per Year
6.7 6.3
3.4
8.77.9
9.8 10.2 10.6
Last Vacation Duration in Days
Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q9: Typically, how many personal/leisure and business trips do you take per year?
Northstar Research: Q15. How long was your vacation?
US CN JP CA UK DE FR AU
NOT ALL TRIPS ARE CREATED
EQUAL
4.45.3
4.4
2.83.5 3.5 4.0
3.3
16
EXPLOREBEYOND THEIR BORDERS
73% 68% 59% 56%
45% 27% 18% 14%
Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q14. Was the trip….?
US CN JP CA UK DE FR AU
Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q10: What types of vacations have you taken in the past year?
0%
20%
40%
60%
80%
Relaxing Sightseeing Visiting Family
RELAXING &SIGHTSEEING
ACTIVITIES& UNIQUE EXPERIENCESDRIVE TRAVEL DECISIONS Multi-National Travel Trends – Expedia Media Solutions
For this exercise, you will go through a small number of different screens where we will ask you to identify which considerationwould be most important to you in terms of how you choose a vacation/ holiday and which consideration would be least important
to you in terms of how you choose to purchase a vacation/holiday. Total (n=8006)
186
150
147
137
131
Activities I will be doing on my trip
A once in a lifetime experience
The cultural experience
Lowest Price
My food experience
129
128
127
121
119
103
95
93
Deals and/or special offers
A place where I can vacation with friends
Going somewhere where I can take memorable pictures
Outdoor activities
Feeling pampered during my vacation
Recommendations from family & friends
Transportation available on the trip
Produce stunning/shareable photos for social media/ scrapbooks for me
11%
48%
41%
13%
59%
28%
15%
62%
23%
18%
58%
24%
Don't have a destination in mind
Deciding between 2 or moredestinations
Have already decided on mydestination
Gen Z Millennials Gen X Boomers
MULTIPLE DESTINATIONSALL GENERATIONS CONSIDERING
Multi-National Travel Trends – Expedia Media Solution Northstar Research: Q23. Which of the following options best describes the way you feel when you first decide to take a trip? (Please select one)
Gen Z Millennials Gen X Boomers
2%
47%
51%
3%
55%
42%
6%
63%
31%
7%
66%
27%
Don't know where to start andwould need lots of help and
inspiration
Pretty sure I know what to do, butmay need some help and inspiration
Know exactly how to do it and don'tneed any help
Multi-National Travel Trends – Expedia Media Solution Northstar Research: Q24. Which of the following options best describes the way you feel when you first start planning a trip/holiday?
DESTINATION INSPIRATIONYOUNGER AUDIENCES OPEN TO
Gen Z Millennials Gen X Boomers
42% 46% 41%35%
46% 45% 42% 37%
52%43% 42%
27%
55%
29%
46%32%
I see a deal or promotion Travel pictures that are postedby my friends
Travel pictures that are postedby experts
Blogs/articles about traveldestinations
31% 28%19%
12%
32% 29%21%
12%
30%35%
17%8%
28% 35%
18%
3%
I watch travel videos posted bymy friends
I watch travel videos posted byexperts
I search for hashtags ofdestinations I am interested in
I look at where celebrities travel
SOCIAL MEDIAGENERATIONAL INFLUENCE OF
Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q29. How does social media influence you? Which of the following influence your decision in booking a trip?
68%
45%
32%
80%
59%
43%
31%
75%
31%
22%
15%
67%
16%10% 10%
57%
0%
20%
40%
60%
80%
When looking for inspiration onwhere to travel
When research on where totravel
When booking the travel During my trip
Gen Z Millennials Gen X Boomers
Multi-National Travel Trends – Expedia Media Solutions Northstar Research: Q47. For each of the following statements, which device(s) do you use? Please select all that apply
MOBILEYOUNGER AUD IENCES USE SMAR PHONES AT EVERY STAGE
23
INSIGHTS
ACTIONINTO
24
ACTIVITIES &EXPERIENCESDRIVEDESTINATIONDECISIONS
25
26
MOBILEVITALTO ENGAGEYOUNGERTRAVELERS
27
THANK YOUDOWNLOAD THE STUDY:
http://bit.ly/multi-national-travel-trends
www.advertising.expedia.com
© 2018 Expedia, Inc. All rights reserved.