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A recent survey conducted by Amadeus and Tnooz highlighted that overall the industry and online travel companies in general are doing a fine job with travel search and shopping efforts, but there is still a way to go. Industry respondents said: travel sites may be focused on things not as important to many users as originally thought consumers are becoming more loyal to a handful of sites than perhaps they were in the past In this round-table webinar, industry leaders will discuss: The value of creating an experience which will result in site stickiness and loyalty Opportunities that lay ahead for travel companies who understand customer needs and shape their offerings accordingly What still needs to be done in the delivery of personalized offers ... and are they even as critical as we think Are OTAs making the right marketing investment in SEM, social media and video? The importance of traveler reviews on the shopping experience Panelists for this FREE webinar are: Alix Arguelles, vice president for the online travel group, Amadeus North America Henry Harteveldt, founder and CEO, Atmosphere Research Group Rick Seaney, co-founder and CEO, FareCompare Kevin May, editor and moderator, Tnooz Gene Quinn, CEO and producer, Tnooz This webinar took place on THURSDAY 11 DECEMBER 2014
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Travel search and shopping:
is the industry hitting the mark?
Webinar
11 December 2014
Your hosts
Kevin May
Editor & moderator
Gene Quinn
CEO & producer
Your presenters
Alix Arguelles
VP, Online Travel Group
Amadeus North America
Henry Harteveldt
Founder & CEO
Atmosphere Research
Rick Seaney
Co-founder & CEO
FareCompare
Poll no. 1Where are you located?
Poll no. 2Which industry segment do you
represent?
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Travel Search and Shopping:
Is the Industry Hitting the Mark?
Travelers typically use the same couple travel websites
Travelers are willing to search and shop, but only to a point
Searching and shopping for travel has not really gone social
There is a need to get more personal on the path to purchasing
Travel videos may entertain but do not greatly influence behavior
Travelers regularly reference review sites
Consumers equally want customization, options and one-stop shopping
Pricing transparency continues to top travelers’ wish lists
Travel companies are getting the basics right but there is still a ways to go
Travelers tend to get “sticky” with
two to three travel websites
Only 7% say they have a “go-to” website
Only 19% say they begin their search on a search engine
Poll no. 3
How do you search?
49% of shoppers search only a few
times over a few days
Poll no. 4
Where do you look for pricing?
Has travel shopping gone social? Not so much.
Poll no. 5
Where do you find destination
information?
We still need to get more personal on the
path to purchasing
Poll no. 6
Is personalization really working?
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51% of travelers regularly rely on review sites
AND
Only 6% turn to friends or family for
recommendations
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Pricing transparency tops travelers’ wish list
54% are eager to see improved pricing transparency
Travel companies have an
opportunity to move from
good to great!
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Amadeus North America locations
Miami, Florida
Amadeus North America, Inc.
3470 NW 82 Avenue
Suite 1000
Miami, FL 33122
Chicago, Illinois
Amadeus North America, Inc.
500 West Madison Street
Suite 1120
Chicago, IL 60661
Boston, Massachusetts
Amadeus North America, Inc.
1050 Winter Street
Suite 3000
Waltham, MA 02451
Tucson, ArizonaAmadeus Revenue Integrity, Inc.3530 East Campo Abierto
Suite 200
Tucson, AZ 85718
Dallas, Texas
Amadeus North America, Inc.
5950 Sherry Lane
Dallas, TX 75225
Toronto, Ontario
Amadeus North America, Inc.
14 Duncan Street
Suite 301
Toronto, ON Canada M5H 3G8
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You can follow us on:
Amadeus North America
amadeus.com
Thank you
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Q & A
Thank you!
Send your questions and comments to
Replay and presentation of webinar will be available on
www.tnooz.com
Appendix(for panelists’ reference only)
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Question: “How do you most often search and shop when purchasing travel online?”
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Travelers get “sticky” with 2 to 3 travel websites
7%
46%
28%
19%
I have one, primary “go-to” travel website I always use
I typically use the same two orthree travel websites
I search lots of travel websitesbefore making a travelbooking
I typically begin my travelsearch on Google or anothergeneral search engine
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Question: “How often do you perform or repeat a travel search to assure you are getting the best price available?”
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Travelers search and shop…but only up to a point
19%
11%
49%
16%
5% I search many times seekinga desired price point
Typically one search sessionis enough before I purchase
Usually I search a few timesover a few days to see ifthere are any fluctuations
I typically search a lot overan extended period of time
I use a site that alerts me toprice changes
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Question: “What role does social media play in your travel search and shopping process?”
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Has travel shopping gone social? Not so much.
15%
24%
11%
50%
0%
10%
20%
30%
40%
50%
60%
I regularly access socialmedia sites for
information that will
assist in my travel
decisions and
purchases
I reference social postsor content primarily to
get general ideas for
future trips
I am primarilyinfluenced by the social
posts of family and
friends
I do not use socialmedia for travel search
or shopping purposes at
all
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Question: “How important or influential are travel-related videos in your travel shopping?”
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Travel videos may entertain but not greatly influence
7%
31%
51%
11%
Travel videos are veryinfluential and a play majorrole in my travel shopping
Travel videos are a nicereference point but are notthat important when I amlooking to purchase travel
I do not typically view travelvideos during my travelshopping process
I use travel videos forentertainment or just to gettravel ideas
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Question #8: What one thing will be most important for travel search and shopping companies/websites to consider in the next 3-5 years?
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Traveler wish list: personalization and transparency
4%5%
54%
37%
Incorporating voice driven
search options
Incorporating more social
media into the process
Improving transparency of
pricing
Enabling more
personalization in results
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Question: “In general, are online travel companies serving consumers travel search and shopping needs today?”
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Industry opportunity to advance from good to great
5%
34%
53%
8% Absolutely, they are doing a
great job
All in all, they are doing a
good job
Travel companies are
getting the basics right but
there still is a ways to go
No, travel companies are
behind other online retailers
in this area
