APPEALING TO THE EUROPEAN TRAVELLER RICHARD SINGER 1
AGENDA + Arabian Travel Market survey findings + European travel trends + Information sources and the impact of mobile + Channel selection and case studies 2
TRAVELZOO A leading publisher of travel, entertainment and local deals. About Travelzoo 25 offices in 11 countries and 3 continents NASDAQ listed: TZOO Founded in 1998 Audience 27 million subscribers worldwide 6.9 million European subscribers Website statistics 108 million unique visitors worldwide Social and mobile 1.6 million global Facebook likes Over 3m app downloads 3
THE TRAVELZOO PROCESS Tailored solutions Our cohesive mix of advertising solutions stimulates and captures demand through email, search and online channels A quality audience We deliver an affluent and enthusiastic audience who respond to deals with incremental purchases A trusted process We spend 1000+ hours each week researching, checking and validating deals to ensure reliable content for our subscribers and the best ROI for our advertisers 4
WE TARGET EVERY GEOGRAPHIC LEVEL COUNTRY WIDE Top 20 & Newsflash TM LOCAL Local Deals DRIVE MARKET Travelzoo Getaways & Newsflash TM GLOBAL Top 20 & Newsflash TM 27 million subscribers worldwide 5
ARABIAN TRAVEL SURVEY Source: Travelzoo EU Survey April 2014; Surveys administered by Travelzoo Sales Operations department using Question Pro survey tool. Sample picked at random. No incentives, n=3,440 6
HOW MANY HAVE BEEN TO THE REGION FOR A HOLIDAY OR BREAK? 80% 70% 70% 71% 60% 63% 50% 55% 40% 38% 45% Yes No 30% 30% 31% 20% 10% 0% UK DE FR ES 7
THIS IS WHERE THEY HAVE BEEN 70% 60% 50% 40% 30% 20% 10% 0% UK 35% 30% 25% 20% 15% 10% 5% 0% DE 60% 50% 40% 30% 20% 10% 0% ES 70% 60% 50% 40% 30% 20% 10% 0% FR 8
FOR THE PEOPLE WHO HAVE BEEN THIS IS HOW THEY DESCRIBE DUBAI 9
AND THE PEOPLE WHO HAVEN T BEEN 10
THE GOOD NEWS, MANY WILL RETURN TO THE REGION AGAIN 90% 80% 83% 78% 70% 70% 60% 64% 50% 40% Yes No 30% 30% 36% 20% 22% 10% 17% 0% UK DE FR ES 11
AND THEY WOULD RECOMMEND IT TO FAMILY AND FRIENDS UK DE 30% 30% 70% 70% Yes No Yes No ES FR 17% 34% 83% 66% Yes No Yes No 12
BUT FOR THOSE THAT HAVEN T BEEN, THEY WILL TAKE SOME CONVINCING 80% 70% 60% 69% 65% 50% 58% 54% 40% 42% 46% Yes No 30% 31% 35% 20% 10% 0% UK DE FR ES 13
AND THESE ARE THE REASONS WHY 80% UK DE FR ES 70% 60% 50% 40% 30% 20% 10% 0% Cultural differences Language barrier Climate Safety Unsure what it has to offer Too expensive Lack of appeal 14
WHERE WOULD YOU CONSIDER GOING TO IN THE FUTURE? 70% UK DE FR ES 60% 50% 40% 30% 20% 10% 0% Abu Dhabi Bahrain Dubai Egypt Israel Jordan Lebanon Oman Qatar 15
DO YOU CONSIDER DUBAI TO BE A FAMILY-FRIENDLY DESTINATION? UK DE 28% 39% 72% 61% Yes No Yes No ES FR 33% 34% 67% 66% Yes No Yes No 16
GREAT COVERAGE IN THE UK 17
WHAT DO CONSUMERS WANT/EXPECT FROM A HOLIDAY IN THE REGION? A cultural experience (ie. visiting historic sites) A sun, sea and sand experience A twin-centre break using a Middle-Eastern destination as a stopover A city break Desert safari A shopping experience Water-sports ie diving in the Red Sea Sporting events (ie. Grand Prix/World Cup) 11.44% 14.66% 18% 25% 9.32% 14.66% 34% 22% 22.46% 29.32% 7.63% 7.17% 8.05% 7.17% 13% 12% 2.97% 7.17% 3% 5% 16.53% 19% 24% 19% 28.99% 42% 49.58% 54% 54% 58.31% 63% 75% ES FR DE UK 0% 10% 20% 30% 40% 50% 60% 70% 80% 18
WHAT IS THEIR TOP WINTER SUN HOLIDAY DESTINATION? 42% The Canary Islands 29% 52% 48% 12% The Balearic Islands 15% 12% 16% Other 13% 14% 28% ES FR DE UK 12% North Africa 10% 16% 15% 15% Arabian Peninsula 8% 14% 13% 16% 0% 10% 20% 30% 40% 50% 60% 19
BROADER MESSAGING AND DEEPER CONTENT 20
WORD OF MOUTH AND TESTIMONIALS WORK 21
THE EUROPEAN TRAVELLER 22
TRAVEL BEHAVIOR IN SPRING AND SUMMER 2014 + Germany and the UK lead the recovery in Europe + Last year the percentage of adults who took a holiday grew to well over 70%, up 4% YoY + Spend increased considerably in 2013 with the average rising to 3,000 + German travellers are holidaying for longer with 47% over 1 week compared to 39% in the UK + The UK are the most frequent travellers (3.5 trips) + France, Spain and Italy lag well behind the UK and Germany. Frequency is in decline YoY and average spend at 2,400 + International vacations for German and UK travellers is growing significantly. Germany grew from 14% to 17% and UK from 15% to 17% + The majority of German vacations are packages CONSUMER TRENDS 23
FAMILY TRAVEL IS IMPORTANT AND GROWING FOR THE UK MARKET 70 60 50 40 30 20 2011 2012 2013 10 0 DE UK DE UK DE UK DE UK DE UK DE UK Travel with one adult or another as a couple Travel by yourself Travel with family including children (<18 years old) Travel with friends or a group of people Travel with adult family (no children) Travel as part of an organised group/tour 24
GERMAN TRAVELLERS LIKE IT HOT Key factors when selecting an international destination Climate Prior experience (enjoyed a previous trip there) Price of hotel/lodging Cultural attractions (e.g. museums, historical landmarks) Appeal of hotel/lodging amenities Available activities (e.g. snorkelling, swimming, gaming) Price of airline ticket Affordability of dining/shopping Recommendation by friends/family Fit with travel dates Other Proximity Special event such as a concert 0 10 20 30 40 50 60 25
SO DO THE BRITISH BUT THERE ARE OTHER CONSIDERATIONS Cultural attractions (e.g., museums, historical landmarks) Available activities (e.g., snorkeling,skiiing, gaming) Key factors when selecting an international destination Climate Prior experience (enjoyed a previous trip there) Price of airline ticket Price hotel/lodging Recommendation by friends/family Fit with travel dates Appeal of hotel/ lodging amenities Affordability of dining and shopping Other Special event, such as concert or sporting event Proximity 0 10 20 30 40 50 60 26
INFORMATION SOURCES AND THE IMPACT OF MOBILE 27
HOW WOULD EUROPEAN TRAVELLERS PREFER TO BOOK THEIR TRAVEL TO A MIDDLE EAST DESTINATION? UK 37% DE 33% 5% 4% 58% 63% ES 43% FR 40% 3% 3% 54% 57% I would book via a travel agent or tour operator I would self-package i.e. book my own flight and own hotel Other 28
GERMAN TRAVELLERS HAVE A HIGH DEPENDENCY ON PRINT RECOMMENDATIONS AND ADVICE 29
WHICH SOURCES DO UK TRAVELLERS TURN TO? 100% 80% 60% 60% 40% 45% 37% 31% 20% 0% Tripadvisor Family/friends Online travel agents Guide books 11% Traditional media 10% Listings and entertainment guides 7% 6% Other Social media 30
OVER 50% OF UK CONSUMERS USE REVIEWS DURING THE SELECTION AND BOOKING PROCESS 31
THE SHIFT TO MOBILE PLATFORMS Tablets will play an increasingly important role as worldwide consumer spending via mobile jumps from $204 billion in 2014 to $626 billion in 2018, according to Goldman Sachs. 535 million consumers across the globe will make a purchase via mobile this year, the firm says. * Goldman Sachs 32
THE SHIFT TO MOBILE PLATFORMS 4% 4% 2% 16% 17% 57% Travelzoo Europe Desktop www tablet www mobile Mobile web iphone app Android app 33
Thousands TRAVELZOO MOBILE 1200 1000 800 600 400 200 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 2011 2012 2013 2014 45% of total traffic is via mobile devices 3,000,000+ app downloads 1 sale every 1.5 minutes on mobile 34
MOBILE PENETRATION IS GROWING 2011 2012 2013 2014 2015 France 3% 7% 10% 14% 18% Germany 2% 6% 9% 13% 18% Italy 1% 4% 9% 14% 20% Scandinavia 2% 5% 8% 13% 17% Spain 2% 6% 9% 13% 17% UK 5% 8% 13% 16% 21% Total Europe 3% 6% 11% 15% 20% (Source: Phocuswright EU Consumer) 35
ARE TRAVEL COMPANIES EMBRACING THIS? Only 24 of the top 50 UK travel companies have a mobile optimized website Only 26 of top 50 UK travel brands have an app, 14 are transactional, 3 also have tablet apps 16 of the top 50 UK travel companies have no mobile presence at all Source: IAB November 4, 2013 36
THIS IS HOW IT LOOKS TO THE CONSUMER 37
OWN THE END TO END BOOKING PROCESS 38
IN DESTINATION MARKETING 39
CLEAR TRENDS OF SMARTPHONE USAGE Hotels Restaurants 65% of same-day hotel reservations are made from a smartphone (Source: Hotel Marketing.com) 41% of UK travellers research local activities such as restaurants and shows on their smartphones (Source: Phocuswright EU Consumer) 40
CHANNEL SELECTION AND CASE STUDIES 41
THE WHAT, WHERE AND WHEN 1. I know which hotel and place I want 2. I know where I want to go but not where I want to stay 3. I don t know where I want to go, I just want to go somewhere 4. I'm not even thinking about going anywhere just now 42
THE FLEXIBLE EUROPEAN TRAVELLER The states of leisure consumer 100% Capacity Search, Metasearch, OTA, GDS, etc.) Demand Curve Capturing demand: Pull Marketing Travellers have already selected their destination and are now shopping for flights and hotels Travellers don t know where they are going and can be inspired to visit (Email marketing, travel content sites) Creating demand: Push Marketing 43
THE FLEXIBLE EUROPEAN TRAVELLER The states of leisure consumer FLEXIBLE 50% are totally flexible as to when they travel WORLDLY 50% are inspired by Travelzoo deals to take a leisure trip SPONTANEOUS 66% have no preference as to which time of year they travel 44
CASE STUDY A luxury Dubai trip sold over 400 room nights THE CAMPAIGN + 639 for a three night package at Atlantis, The Palm with return flights, breakfast, dinner and a room upgrade THE OBJECTIVES + Encourage longer length of stay by upselling to room nights + Expand client base to a new audience of affluent consumers who are ready to book 45
CASE STUDY 46
CASE STUDY A 699 Dubai cruise generated over 100 passengers THE CAMPAIGN + 699 for a seven night cruise to Dubai, Oman and Abu Dhabi + Included return flights, free onboard spend of 100 and airport transfers + Various departures between November and January THE OBJECTIVES + Upsell to balcony and outside cabins + Upgrade passengers to all-inclusive board + Fill capacity on key dates 47
CASE STUDY Emirates: luxury holiday at newly opened 5-star hotel THE CAMPAIGN + 799 five night package in new 5-star hotel Ajman Saray with sea view room, half board and flights + For a one week stay, the package costs 999 per person + Valid for travel in February & March 2014 THE OBJECTIVES + Increase room occupancy of a new hotel with plenty of availability + Promote the new property + Cross-sell one week stay to generate additional revenue 48
CASE STUDY OBJECTIVES + Brand Abu Dhabi as leading leisure travel destination + Stimulate visits to the destination + Support trade partners in each market REACH BRANDING RESULTS TACTICAL FEEDBACK 30.1 million in total exposure + Users spent 2.13 minutes on page + User engagement drove: 2,276+ hour in total viewing time = 273,120 thirty second TV spots + Flight searches increased by 412% compared to the previous year + 406% increase YoY searches for Abu Dhabi on Travelzoo We have received several enquires for Abu Dhabi due to Travelzoo s promotion and there is an increased interest in Abu Dhabi. We definitely would like to participate in this promotion again Deputy Managing Director of Orient FlexiPax ADTA Trade Partner 49
SUMMARY AND CONCLUSIONS The four states of leisure consumer European travel is on a recovery, especially in the UK and Germany There is a growing propensity with the major markets in Europe to visit the region and return. Suppliers and Tourism Boards will have to be innovative and persistent to break through some of the challenging perceptions that still exist. Content marketing, demographic targeting and broader communications directly to the consumer or via trade partners is essential to gain market share. Word of mouth should be encouraged and rewarded. There are some specific nuances with each of the European markets with how they travel, what they expect and which sources they refer to for inspiration, advice and confirmation. Mobile footprint is critical to gain share and to differentiate during all phases of the research and booking process and in-destination. There is high fragmentation of distribution within Europe. Suppliers should use them to attract customers in different states of propensity to travel. 50
Richard Singer Managing Director, Europe rsinger@travelzoo.com Visit our trade microsite http://solutions.travelzoo.com/uk/ www.travelzoo.co.uk 51