Travel Booking - US - December 2012
Americans are regaining their confidence in the travel market, and finding they have more income to spend on travel overall. However, despite their positive sentiments, travelersare still driven to make travel bookings in the most budget-friendly, convenient way possible. Given their general propensity to be online, travel providers have more incentive to push the internet as the go-to source for travel booking, associating the tool with perks that are unavailable offline.”
SCOPE AND THEMES
Americans are regaining their confidence in the travel market, and finding they have more income to spend on travel overall. However, despite their positive sentiments, travelersare still driven to make travel bookings in the most budget-friendly, convenient way possible. Given their general propensity to be online, travel providers have more incentive to push the internet as the go-to source for travel booking, associating the tool with perks that are unavailable offline.”
Table of Content
SCOPE AND THEMES
What you need to know
Definitions
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
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EXECUTIVE SUMMARY
Factors driving the market
Growth in travel sentiment may lead to an increase in consumer bookings
Figure 1: U.S. Traveler Sentiment Index, March 2007-October 2012
Figure 2: Global Business Travel Association Business Travel Index Q1 2007-Q4 2013
Americans’ tendency to live online likely driving them book online
Figure 3: U.S. Online sales of leisure and unmanaged business travel, 2009-15
Figure 4: Number of smartphone travel bookers and smartphone bookers as a percent of online travel bookers,
2010-16
Overview of travel research and booking methods
Expedia leads among third party travel consolidators
Figure 5: U.S. consumer visits to select third party travel consolidators’ websites, Aug. 31-Sept. 29, 2012
Travel agents facing an uphill battle
Figure 6: Travel agent usage in the last 12 months, by race/Hispanic origin and age, April 2011-June 2012
Travelers prefer booking directly with providers
Figure 7: Enrollment in frequent flyer and hotel frequent guest programs, by household income, April 2011-June
2012
Core marketing methods
Third party travel consolidators advertising expertise and potential for cost savings
Providers may encourage direct booking by highlighting customer service
Environmental consciousness may lead to a higher incidence of train travel
The consumer
Domestic travel booking the most popular
Figure 8: Travel bookings in the last 12 months and incidence type of most recent travel, August 2012
Most variance in leisure travel bookings exists between the youngest and oldest
Figure 9: Booking holiday/leisure travel overall and long and short vacations in the last 12 months, by youngest
and oldest age groups, August 2012
Travelers going online to book all types of travel
Figure 10: Travel bookers’ transportation, accommodations, tours, and activities booking methods in the last
three years, August 2012
More affluent Americans booking personal travel, choosing separate transactions
Figure 11: Preferences for booking travel in separate vs. single transactions, by household income,
August 2012
Separate transaction bookers want choice, single transactions prioritize convenience
Figure 12: Reasons for booking travel in separate vs. single transactions, August 2012
Consumers want to book travel in the cheapest, most convenient way
Figure 13: Travel booking considerations about expense and convenience, August 2012
Cost comparisons an essential pre-booking step for personal travel
Figure 14: Cost- and time-related opinions about booking travel for personal reasons, August 2012
What we think
ISSUES IN THE MARKET
Can travel providers and consolidators keep up with online innovations?
How can the industry cater to travelers who aren’t booking?
Is enough being done to address travelers’ cost concerns?
Are travel agents being phased out?
INSIGHTS AND OPPORTUNITIES
Key points
More incentives for mobile travel bookings
Figure 15: RatesToGo.com mobile booking ad, December 2012
Discounts for in-person travel bookings
Travel booking “lifelines”
TREND APPLICATION
Inspire Trend: Why Buy
Inspire Trend: Life—An Informal Affair
Inspire 2015 trends
Access Anything, Anywhere
MARKET DRIVERS
Key points
Traveler confidence may result in more bookings
Figure 16: U.S. Traveler Sentiment Index, March 2007-October 2012
Figure 17: Global Business Travel Association Business Travel Index Q1 2007-Q4 2013
Online activity growth driving internet travel bookings
Figure 18: U.S. Online sales of leisure and unmanaged business travel, 2009-15
Figure 19: Number of smartphone travel bookers and smartphone bookers as a share of online travel bookers,
2010-16
METHODS OF BOOKING AND RESEARCHING TRAVEL
Overview
Third party travel consolidators
Figure 20: U.S. consumers monthly visits to select third party travel consolidators’ websites, Aug. 31-Sept. 29,
2012
Expedia
Priceline
Travelocity
Orbitz
KAYAK
Viator
Other third party travel consolidators
Travel agents
Figure 21: Travel agent usage in the last 12 months, by race/Hispanic origin and age, April 2011-June 2012
Direct bookings with travel providers
Figure 22: Enrollment in frequent flyer and hotel frequent guest programs, by household income, April 2011-
June 2012
INNOVATIONS AND INNOVATORS
Key points
Travel providers introduce layaway vacations
Delta Airlines “reinvents” website for easier digital travel booking
Figure 23: Delta Airlines “Plan your Escape” trip map, December 2012
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