Traveler's Road to Decision- sådan vælger danskerne rejser på nettet

“Traveler's Road to Decision”
- sådan vælger danskerne rejser
på nettet…
København d. 16. maj 2011

Google Confidential and Proprietary

Agenda

•  Methodology
•  General travel behaviour
•  Booking behaviour
•  Research behaviour
•  Search engine usage and information needs
•  Summary
•  General information on audience

Google Confidential and Proprietary 2

Flow of questionnaire

Screening

General travel behaviour

Booking behaviour

Research behaviour

Finding inspiration for a trip

Finding information about the trip organization

Deciding for travel products

Search engine usage and information needs

Socio demographics


Methodology


Methodology – Vertical Deep Dive Travel Denmark

•  Target group: Internet user in Denmark, 18 years and older
•  Sample: n=1,000 Internet users
•  Methodology:
  Online Questionnaire
  Weighting based on a representative telephone survey (please see next slide)

•  Period of analysis:
  Fieldwork: April 13th – April 29th, 2011
  Final Report: May 13th 2010

•  Research company: TNS Infratest


Methodology – SRS Telephone Survey

•  Target group: General population in Denmark, 18 years and older
•  Sample: n=407 Internet users
•  Methodology:
  CATI (Computer Aided Telephone Interviews)
  Collection of representative figures for the online population in terms of: age,
gender, region, education, frequency of online access, frequency of online
purchase, usage of YouTube

•  Period of fieldwork: February 15th – April 28th, 2010
•  Research company: TNS Infratest


Weighting of the data

•  Online surveys are usually conducted via online access panels.
•  This is a widely accepted method and TNS Germany has sound experience
with online surveys in every respect.
•  We’ve learned that respondents in online surveys can be seen as lead users,
reflecting media- and internet usage very well.
•  However, respondents on panels tend to use the internet quite intensively
and are usually media inclined in general and internet inclined in particular.
•  Therefore we applied a weighting process based on our representative offline
telephone survey in order to minimize this effect.
•  Having applied the weighting procedure our survey is representative for the
Danish online population aged 18+ which reflects 87% of the Danish
population aged 18+


Analysis of the data

Our study reflects 87% of the Danish population aged 18+ or 100% of
the Danish online population aged 18+.

SRS Telephone Survey VDD Travel Denmark

Danish Population Danish Onliners Danish Onliners
aged 18+ aged 18+ aged 18+


General travel behaviour


Travel frequency past 12 months

Both short trips and holiday trips very popular among Danish onliners:
70% travelled at least once, one third spend more than one holiday trip

Travel frequency past 12 months
All respondents

54% were both
40%
on at least one
Short trips short trip and at
(up to 5 days) least one holiday
trip

33%

Holiday trips
(more than 5 days)

Once Two times Three times Four times and more

Q4: Please think now about your private travelling activities in the past 12 months. How often have you been on short trips (overall length of up to 5 days) and / or on holiday trips
(overall length of more than 5 days) in the past 12 months?
Base (weighted): All respondents n=1,000; answer categories ‘ Not at all’ / ‘Don’t know’ / ‘No answer’ not shown

Source: TNS Infratest Google Confidential and Proprietary 10

Destination of last trip

For short trips domestic destinations are most popular whereas for
holiday trips destinations in Southern Europe are frequently considered

Destination of last trip
Travellers of the past 12 months

Short trip Holiday trip

Q5: Please think now of the last time you were on a short trip and / or a holiday trip. Which of the following destinations have you travelled to? Base (weighted): Travellers of the
past 12 months: short trip n=764, holiday trip n=719; Northern Europe (e.g. Norway, Sweden, Finland), Southern Europe (e.g. Italy, Greece, Spain, Balearic Islands, Canary
Islands, Turkey, Croatia, Portugal), Western Europe (e.g. Germany, France, Netherlands, Belgium, Luxemburg, Great Britain, Ireland), Eastern Europe (e.g. Poland, CZ Republic,
Ukraine, Hungary, Rumania, Slovakia, Russia), Asia (Far East, China, Japan), Other (North Africa, Egypt, Morocco, Tunisia, Australia, New Zealand, Latin America, Arabia
Peninsula, Dubai, The Carribean, Other destination outside Europe)


Type of holiday

Relaxation is the prevailing motive on vacation. Holiday trips are mainly
classic summer holidays, short trips serve for visiting family and friends

Type of holiday – Top 10

Relaxation Relaxation
Visiting family & friends Sun & beach
Fun & entertainment Culture
City break Visiting family & friends
Shopping Fun & entertainment
Holiday with children Holiday with children
Culture City break
Luxury Shopping
Sport & activity Luxury
Sun & beach Sport & activity

Q6: Which of the following best describes the purpose of your last short and / or holiday trip?
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719


Type of accommodation

Hotels, rented apartments, and private accommodation are the most
frequently considered accommodation facilities regardless of trip length

Type of accommodation


Q8: Which type of accommodation did you use on your latest short and / or holiday trip? If you stayed in various types of accommodation, please choose the one in which you
spent the most number of nights.
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719


Type of holiday

Inline with the local destination the preferred transportation on short
trips is the own car, aero plane clearly dominant for holiday trips

Means of transport

Own car Aeroplane
Aeroplane Own car
Rail / train Bus / coach
Bus / coach Rail / train
Ferry Ferry
Rental car Rental car
Car with caravan Car with caravan
Cruise ship Motor home
Motorbike / moped Motorbike / moped
Motor home Cruise ship

Q7: And which means of transport did you use for your latest short and / or holiday trip?
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719, answer categories ‘Don’t know / can’t remember’ / ‘No answer’ not shown


Type of holiday

Short trip travellers prefer an individual composition of travel products
whereas for holiday trips all-in-one travel packages are popular

Trip organization


Only accommodation Travel package

Accommodation + transportation Accommodation + transportation

Travel package Only transportation

Only transportation Only accommodation

No booking in advance No booking in advance

Don't know / No answer Don't know / No answer

Q10: Which of the following options applies to your latest short and / or holiday trip?
Base (weighted): Travellers of the past 12 months: short trip n=764, holiday trip n=719, answer categories ‘Don’t know / can’t remember’ / ‘No answer’ not shown


Annual travel budget per household

About one third of the Danish online households spends more than
20.000 DDK on travelling per year – the average budget is 19.403 DDK

Annual travel budget per household
All respondents

More than 50.000 DDK

31%
30.001 - 50.000 DDK
Ø Budget:
19.403 DDK
20.001 – 30.000 DDK

10.000 – 20.000 DDK

less than 10.000 DDK

Q9: How much money do you in your household usually spend per year on travelling for private purposes? When giving your answer please consider all your household’s
expenses in a typical year.
Base (weighted): All respondents n=1,000


Wrap up travel behaviour: short trip Denmark

61% of the short trip travellers spend their trip in Denmark

31% of those on a short trip in Denmark visited family & friends
19% were looking for fun & entertainment

29% of those on a short trip in Denmark stayed in a hotel
25% stayed in the home of relatives

67% of those on a short trip in Denmark travelled by own car
19% travelled by train

39% of those on a short trip in Denmark booked only accommodation
24% did not make a booking

Source: TNS Infratest Google Confidential and Proprietary

Wrap up travel behaviour: short trip Western Europe

21% of the short trip travellers went to Western Europe

38% of those on a short trip in Western Europe made a city break
32% travelled for shopping

66% of those on a short trip in Western Europe stayed in a hotel

45% of those on a short trip in Western Europe went by air plane
40% travelled by their own car

40% of those on a short trip in WE booked accommodation + travel
24% booked only accommodation


Wrap up travel behaviour: holiday trip South Europe

34% of the holiday trip travellers went to Southern Europe

58% of those on a holiday trip in Southern EU made a sun & beach holiday
22% were looking for fun & entertainment

62% of those on a holiday trip in Southern EU stayed in a hotel
20% rented an apartment

86% of those on a short trip in Southern Europe went by air plane
18% travelled by their own car

53% of those on a holiday trip in Southern EU booked a travel package
24% booked accommodation + travel


Wrap up travel behaviour: holiday trip Denmark

17% of the holiday trip travellers spend their trip in Denmark

32% of those on a holiday trip in Denmark visited family & friends
30% spend a holiday with children

35% of those on a holiday trip in Denmark rented an apartment

61% of those on a holiday trip in Denmark travelled by own car
22% travelled by train

32% of those on a holiday trip in Denmark booked only accommodation
28% did not make a booking for their holiday trip in Denmark

Wrap up general travel behaviour

1 Danish onliners are frequent travellers: More than 70% spend at least one short or
holiday trip in the past year, 54% were on at least one short and one holiday trip

2 Main motives for going on a short trip are visiting friends&family, city breaks and
shopping tours whereas holiday trips are typically summer & seaside holidays

3 Short trips are preferably spend domestic in Denmark whereas for holiday trips
Southern Europe is the most frequently stated destination.

4 Corresponding with the destinations the prevailing means of transport for short trips
is the own car – for holiday trip air travel is dominant.

5 Short trip travellers tend to compose their travel products individually whereas pre-
arranged travel packages are strong for holiday trips.

6 Among Danish onliners the average household budget for private travelling
activities is 19.304 DDK – about one third have a budget > 20.000 DDK


Booking behaviour

22

Booking channels - overview

Travel booking is online booking: online dominates as place of
purchase regardless of travel product and regardless of trip length

Booking channels travel products
Bookers of air travel, travel packages & accommodation


Online
Air Travel
Offline

Online
Travel Package
Offline

Online
Accommodation
Offline

Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): Travellers of the past 12 months who booked a travel package (n=100) or accommodation (n=451) or plane tickets (n=118) for a short trip
Base (weighted): Travellers of the past 12 months who booked a travel package (n=213) or accommodation (n=343) or plane tickets (n=243) for a holiday trip


Booking channels – air travel

For air travel online booking directly with the airline is the most common
channel, online travel agencies are preferred over tour operator sites

Booking channels – air travel
Air travel bookers


Online - total
Via the homepage of the airline
Online booking
Via online travel agency
Via tour operator website

Offline - total
At a travel agency – by phone
Offline booking With the airline – by phone
At the airline – personal visit
At a travel agency – personal visit

Base (weighted): Travellers of the past 12 months who booked a travel package for a short trip (n=118) or a holiday trip (n=243)


Booking channels – travel package

Tour operator websites are the dominant booking channel for travel
packages – offline bookings are rather placed via phone then personal

Booking channels - travel package
Travel package bookers


Online - total

Online booking Via tour operator website


Offline - total

Offline booking At a travel agency – by phone


Base (weighted): Travellers of the past 12 months who booked a travel package for a short trip (n=100) or a holiday trip (n=213)


Booking channels – accommodation

Various online channels are relevant for booking accommodation - with
hotel portals and websites of accommodation facilities in the lead

Booking channels – accommodation
Accommodation bookers


Online - total
Via the internet through a hotel portal
Online booking Via accommodation facility website
Via tour operator website

Offline - total
Directly accommodation – by phone
Offline booking
At a travel agency – by phone

Base (weighted): Travellers of the past 12 months who booked an accommodation for a short trip (n=451) or a holiday trip (n=343)


Devices used for online booking

The vast majority of the online bookers made their short trip booking at
home via stationary internet – mobile share highest for accommodation

Devices used for online booking – short trip
71% Online bookers – short trip

Air Travel

Travel Package

Accommodation

PC / laptop at home Laptop / netbook on the go Mobile / smartphone Tablet PC

Q13: Which of the following devices did you use in order to make your booking?
Base (weighted): Travellers of the past 12 months who booked online for a short trip a plane ticket (n=96) a travel package (n=70) an accommodation (n=259)


Devices used for online booking

For online bookings of holiday trips stationary internet at home is
clearly the dominant access point – mobile booking not common yet

Devices used for online booking – holiday trip
71% Online bookers – holiday trip

Air Travel

Travel Package

Accommodation


Q14: Which of the following devices did you use in order to make your booking?
Base (weighted): Travellers of the past 12 months who booked online for a holiday trip a plane ticket (n=196) a travel package (n=171) an accommodation (n=179)


Wrap up – booking behaviour

1 Travel products are dominantly booked on the internet and online booking
channels have almost crowded out traditional offline booking channels.

2 More than half of the accommodation bookings for short or holiday trips are done
via the internet. For air travel and travel packages it’s even more than 70%.

3 Websites of actual providers (i. e. airlines, tour operators) are preferred over
aggregator sites for online bookings of air travel and travel packages.

4 For booking accommodation on the internet various channels are considered in
the relevant set with aggregator sites (hotel portals) in the lead.

5 Transactions slowly go mobile starting with on the go bookings via laptop or
netbook - mobile devices (smartphones/tablets) hardly used for travel bookings.


Research behaviour

30

Path to purchase

At the very first stage of the travel research inspiration for interesting
trips is equally gathered from online and offline sources

Path to purchase
Travellers of the last 12 months


Online Finding inspiration Online

Offline for a trip Offline

Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Base
(weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719)


Finding inspiration – short trip

General search engines are the leading online sources for finding first
inspiration. WOM and travel guides are important offline sources

Finding inspiration for a short trip
Short trip travellers of the last 12 months

Online Offline

General search engines Friends or colleagues

Websites of tour operators Catalogues or travel guides

Travel websites with editorial content Newspapers or magazines

Websites of online travel agencies TV

Websites of accommodation facilities Travel agency

Travel search engines Radio

Websites of transportation companies

Consumer reviews

Social networks

Video portals

(weighted): Travellers on a short trip in the past 12 months n=764


Finding inspiration – holiday trip

In the inspiration phase for holiday trips general search engines are
most frequently the starting point for an online trip preparation

Finding inspiration for a holiday trip
Holiday trip travellers of the last 12 months

Online Offline



Websites of online travel agencies Newspapers or magazines

Travel websites with editorial content TV

Websites of transportation companies Travel agency


Websites of accommodation facilities

Consumer reviews

Social networks

Video portals

(weighted): Travellers on a holiday trip in the past 12 months n=719


Path to purchase

When it comes to getting more and precise information about the trip
organization online starts to outpace offline regardless of trip length

Path to purchase




Online Online
Informing about the
Offline trip organization Offline

(weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719)


Information about trip organization – short trip

General search engines are most important for finding information and
by far more used than specialized travel search engines

Information about trip organization of a short trip
Short trip travellers of the last 12 months

Online Offline



Websites of transportation companies Newspapers or magazines

Websites of online travel agencies Travel agency

Travel search engines TV

Travel websites with editorial content Radio


Consumer reviews

Social networks

Video portals

(weighted): Travellers on a short trip in the past 12 months n=764


Information about trip organization – holiday trip

Apart from general search engines travel provider websites are directly
browsed, followed by specialized travel search engines.

Information about trip organization of a holiday trip
Holiday trip travellers of the last 12 months

Online Offline





Travel search engines TV



Consumer reviews

Social networks

Video portals

(weighted): Travellers on a holiday trip in the past 12 months n=719


Path to purchase

Buying decisions for travel products are typically prepared via the
internet – corresponding to the subsequently chosen booking channel

Path to purchase




Online Online
Informing about the
Offline trip organization Offline

Online Online
Deciding for
Offline travel products Offline

*Aggregated results for the following travel products: travel package, air travel and accommodation
Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general.
Q16/17: Which of the following information sources did you use in order to decide how to book your latest short trip/holiday trip?
Base (weighted): Travellers of the past 12 months who booked online for a short trip (n=764) or holiday trip (n=719), bookers short trip (n=577) and holiday trip (n=639)


Path to purchase: deciding for travel products

The decision to book a travel package for a holiday trip is predominantly
prepared via the internet – offline sources in the lead for short trips

Path to purchase: deciding for travel products


Online Online
Travel package
Offline Offline

Q16: Which of the following information sources did you use in order to decide how to book your latest short trip? Q17: Which of the following information sources did you use in
order to decide how to book your latest holiday trip?
Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213)


Decision on travel package – short trip

A variety of online touch points contribute to a final decision, within the
set of offline touch points personal Word-of-Mouth is most important

Deciding for a travel package – short trip

Online Offline




Websites of accommodation facilities TV



Social networks

Travel search engines

Consumer reviews

Video portals

Q16: Which of the following information sources did you use in order to decide how to book your latest short trip?
Base (weighted): Travellers on a short trip in the past 12 months having booked a travel package n=100


Decision on travel package – holiday trip

Tour operator websites are by far the most important online source for
preparing holiday trip booking decisions for travel packages

Deciding for a travel package – holiday trip

Online Offline

Websites of tour operators Friends or colleagues

General search engines Catalogues or travel guides


Websites of transportation companies TV

Travel websites with editorial content Newspapers or magazines



Social networks

Video portals

Consumer reviews

Q17: Which of the following information sources did you use in order to decide how to book your latest holiday trip?
Base (weighted): Travellers on a holiday trip in the past 12 months having booked a travel package n=213


Path to purchase

Final booking decisions for accommodation facilities are predominantly
prepared on the internet – regardless of trip length

Bookers of the last 12 months


Online Online
Travel package
Offline Offline

Online Online
Accommodation
Offline Offline

Q16/Q17: Which of the following information sources did you use in order to decide how to book your latest short/holiday trip?
Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213), Base (weighted): Travellers in the past 12
months having booked an accommodation for a short trip (n=451), for a holiday trip (n=343)


Decision on accommodation – short trip

General search engines are most frequently considered followed by
websites of accommodation facilities and online travel agencies

Deciding for accommodation – short trip

Online Offline


Websites of accommodation facilities Catalogues or travel guides


Travel websites with editorial content Travel agency

Websites of tour operators TV


Websites of transportation companies

Consumer reviews

Social networks

Video portals

Base (weighted): Travellers on a short trip in the past 12 months having booked an accommodation n=451


Decision on accommodation – holiday trip

For preparing accommodation bookings general search engines are the
top online source, followed by accommodation and aggregator sites

Deciding for accommodation – holiday trip

Online Offline


Websites of accommodation facilities Newspapers or magazines

Websites of online travel agencies Catalogues or travel guides

Websites of transportation companies Travel agency

Travel websites with editorial content TV


Websites of tour operators

Consumer reviews

Social networks

Video portals

Base (weighted): Travellers on a holiday trip in the past 12 months having booked an accommodation n=343


Path to purchase

The purchase decision for all three travel products under analysis is
strongly influenced by the internet – strongest for air travel



Online Online
Travel package
Offline Offline

Online Online
Accommodation
Offline Offline

Online Online
Air travel
Offline Offline

Q16/Q17: Which of the following information sources did you use in order to decide how to book your latest short/holiday trip?
Base (weighted): Travellers in the past 12 months having booked a travel package for a short trip (n=100), for a holiday trip (n=213), an accommodation for a short trip (n=451), for
a holiday trip (n=343), a plane ticket for a short trip (n=118), for a holiday trip (n=243)


Decision on air travel – short trip

Preparing booking decisions for air travel corresponds with the booking
channel and is most likely to be done directly with the airline

Deciding for air travel – short trip
Air travel bookers

Online Offline

Websites of transportation companies Friends or colleagues


Travel search engines Catalogues or travel guides

General search engines Travel agency




Video portals

Consumer reviews

Social networks

Base (weighted): Travellers on a short trip in the past 12 months having booked a plane ticket n=118


Decision on air travel – holiday trip

For preparing buying decisions on air travel for a holiday trip travel search
engines dominate general search engines – airline sites top source

Deciding for air travel – holiday trip
Air travel bookers

Online Offline

Websites of transportation companies Friends or colleagues

Travel search engines Newspapers or magazines


General search engines Catalogues or travel guides




Consumer reviews

Video portals

Social networks

Base (weighted): Travellers on a holiday trip in the past 12 months having booked a plane ticket n=243


Devices used for online research

Research at home via stationary internet is mainly preferred; if mobile
then preferably via laptop or netbook rather than via mobile devices

Devices used for online research
Travellers of the last 12 months who researched online

Finding inspiration for a trip

Informing about the trip organization

Deciding for a travel package

Deciding for accommodation

Deciding for air travel


Q15: Please think now about how you usually find inspiration for possibly interesting trip destinations and how you usually inform yourself in order to prepare a trip in general. Q16:
Which of the following information sources did you use in order to decide how to book your latest short trip?


Wrap up research behaviour

1 The internet serves as an extremely important research source throughout the
whole process from first research to preparing bookings for travel products

2 At the start of the travel research (finding inspiration) online and offline sources are
comparably considered with general search engines and WOM as top sources.

3 The closer a person gets to the purchase decision the more important gets the
internet as a research source – well in line with the actual booking on the internet.

4 General search engines are widely used in every stage of the information process
and by far more frequently considered than specialized travel search engines.

5 Specialized websites such as tour operator websites, airline websites or aggregator
portals gain importance when it comes to preparing booking decisions.


Search engine usage and information needs


Information trigger

General search engines are the most important navigator to relevant
online sources in the research process on travel products

How did you find the websites you used
for searching product information?
Users of online sources

Search engine (e. g. Google)

Typing the website address directly into the browser

Recommendation by friends or colleagues

Links at other websites

Clicking on the display advertisement

Links or recommendations at travel forums / social networks / video portals

Online advertisement, but I didn’t click on it

Q21: You mentioned that you used online information sources while searching for information. How did you find the websites you have used in the internet?
Base (weighted): Users of online information sources n=804


Search engine usage

Google is the leading search engine followed by specialized travel search
engines (i.e. momondo, travel market, etc.) – more than 50% Google
exclusively…
Search engine usage
Search engine user

52% used
only Google

Q22: Which of the following search engines do you use during your research process or would you consider using?
Base (weighted): Users of search engines


Importance of search engines

In the travel vertical search engines are perceived as very important
throughout every stage of the information process

Importance of search engines for…
Search engine users

Finding inspiration for travel destinations

Finding general information about the travel organization

Finding concrete information about accommodation facilities

Finding concrete information about travel packages

Finding concrete information about air travel

Extremely Important Very Important Important

Q23: How important would you consider search engines when it comes to …?
Base (weighted): Search engine user who used it for… : n(destination)=428; n(organization)=423; n(inform about package)=70; n(inform about accomm.)=225; n(inform about
plane tickets)=109; answer categories ‘not very important’ and ‘not at all important’ not shown


Information expectations

Broad information needs in the travel vertical often related to destinations
and products – on average a respondent stated 9 different expectations

Information expectations (1-10)
All respondents

Weather / climate conditions Destination related

Travel conditions Destination related

Tourism information Destination related

General information about accommodation facilities Product related

Special offers and promotions Product related

General information about transport connections Product related

General information about organized offers Product related

Contract information Product related

General information about tour operators Operator related

Health information for the destination place Destination related
Q20: Independent of whether you use the internet for collecting travel related information or planning a trip or not: What kind of information would you expect to find on the internet
in general?
Base (weighted): All respondents: n=1000


Information expectations

The majority of topics is for at least 40% of relevance – obviously only
commercials are not scoring on such a high level

Information expectations (11-19)
All respondents

Practical information about tour operators Operator related

Information about the online purchase process Destination related

Comparison information on travel offers Product related

General information about transportation companies Operator related

Possibility to order paper catalogues / brochures Product related

Advice, recommendations and experiences from other consumers Product related

Information about security issues at the destination place Destination related

Consumer service related information about travel operators Operator related

Commercials Product related

Q20: Independent of whether you use the internet for collecting travel related information or planning a trip or not: What kind of information would you expect to find on the internet
in general?
Base (weighted): All respondents: n=1000


Experience sharing

Holidays are an involving topic which is highly shared with friends –
either via personal WOM in talks or via virtual WOM in social networks

Experience sharing after last trip

79% in talks with my family, friends or colleagues

14% in a social network (e. g. Facebook)

10% in a satisfaction survey (e. g. from an airline)

8% in talks with consultants

3% in my own blog

2% in a travel related forum / bulletin board

2% on user-generated websites (e. g. travel reviews)
19%
1% uploading a video on YouTube

Q19: When you returned from your latest short and / or holiday trip – did you somehow share the experiences you made with others?
Base (weighted): Travellers of the past 12 months on a short or holiday trip n=946


Wrap up search engine usage

1 Search engines serve as a navigator tool for travel research on the internet: 7
out of 10 online researchers start on search in order to find travel information.

2 Across the whole information process search engines are perceived as very
important for finding information related to travel planning and booking.

3 Google is the leading general search engine and more than half of the search
engine users do not use any other search engine.

4 Momondo and travelmarket are the most popular specialized travel search
engine.

5 Online research in the travel vertical has to meet highly differentiated information
needs: on average 9 topics are expected to be found on the internet.


Summary


Management summary

1 The internet is by far the most important booking channel in the travel vertical
regardless of travel product and regardless of trip length (short vs. holiday trip).

2 Bookings in the travel vertical are accompanied by an in-depth research process
with online sources being most frequently considered for information purposes.

3 Online research in the travel vertical has to meet highly differentiated information
needs: on average 9 topics are expected to be found on the internet.

4 General search engines are the top online information source: widely used in
every research stage they serve as an important navigator to relevant sources.

5 Presence on search engines with a variety of relevant terms enables presence in
the online research process and subsequently relevance for the online purchase.


General information on audience


Background information

Age 14-29 years 30-39 years 40-49 years 50+ years
19% 16% 21% 44%

Gender Male Female
51% 49%

Income * Low Medium High No answer
23% 41% 18% 12%

Education ** Low Medium High No answer
14% 48% 35%

Frequency online access Daily Weekly Monthly Less
77% 19%

Area of living Nordjylland Midtjylland Syddanmark Hovedstaden Sjælland
10% 23% 14% 30% 17%
*Low: Less than DDK. 299.999; Medium: DDK. 300.000 - 699.999; High: DDK. 700.000 - 899.999, DDK. 900.000 - 1099.999 and more
**Low: Primary and lower secondary school 7 year or less, primary and lower secondary school 8 to 10 years; Medium: Middle school / the Danish “Realeksamen” or
“Præliminæreksamen”, Upper Secondary School/Higher Preparatory Exam/Higher Commercial Exam, Basic/final vocational training; High: Higher education (less than 3 years),
BA level + ( 3 to less than 5 years), MA level + ( 5 years or more )
Base (weighted): All respondents n=1,000; categories with values < 5% not shown


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