A follow up to the previous presentation of similar title. This presentation builds from the previous version with updated statistics to further explain the impact of social media and Internet as a whole to the travel and hospitality industry.
Although it contains global data I put more emphasis on South East Asia and Indonesia because of increasing travel demands here and it's also my primary market base.
If you would like to receive a copy of the presentation please send email to joris.satyadharma@gmail.com.
All data used in this presentation are credited to the respective sources and clearly indicated.
4. Average Time Spent Online (Hours)
March 2013
Source: comScore Media Metrix, March 2013
5. Average Time Spent Online (Hours)
By Gender
Source: comScore Media Metrix, March 2013
6. Travel Review
Websites
69%
62%
46%
Online Travel
Agencies
57%
49%
48%
Travel Operator
Sites
56%
60%
44%
Family & Friends
43%
37%
53%
Magazines &
Brochures
30%
51%
31%
Social Media
24%
30%
50%
Storefront Travel
Agency
18%
15%
23%
Source: TripAdvisor TripBarometer , 2013
INDONESIA
WORLDWIDE
ASIA
Travel Planning Is Dominated
By Online Resources
7. Social media has had a
huge impact on every
industry across the world
and travel is no exception.
8. “92% of global consumers trust
‘earned media’, such as word-ofmouth and recommendations from
friends and family, above all other
forms of advertising.”
- Nielsen Company
9. Social Media Role In Every Phase of
Consumer Travel Experience
• Travel inspiration
• Recommendation
by friends/family
• Social ads
Research &
Booking
Vacation
• Post/comment
travel experience
• Check-in to location
• Post online reviews
• Share
photos/videos
• Post online reviews
• ‘Like’ a place/brand
PostVacation
10. How Social Endorsement Works
Brand
produces
content on
social
media
Social
influencers
engage and
endorse
brand
Audience drive
endorsements
through
engagement
with influencer
content
12. Travel Planning
• 80% begin planning their vacation two or more
months ahead of time when taking a long trip.
• 77% begin planning their vacation within a month
of departure when taking a short trip.
• 55% consider 1-5 properties before booking an
accommodation.
• 32% prefer to book directly on an
accommodation's website.
2012 TRIPADVISOR HOTEL REVIEW SURVEY
Conducted by PhoCusWright on behalf of TripAdvisor
13. Travelers Use Social Media for
Travel Inspiration
Source: Text100 Digital Index, 2013
17. Why Do Travelers Write Reviews?
• 74% travelers say they write reviews because
they want to share a good experience with others.
• 98% find TripAdvisor reviews to be accurate of
the actual experience.
• 87% agree that TripAdvisor hotel reviews “help
me feel confident in my booking decisions”.
• 53% will not book a hotel that doesn’t have any
reviews.
2012 TRIPADVISOR HOTEL REVIEW SURVEY
Conducted by PhoCusWright on behalf of TripAdvisor
18. “70% of global consumers say online
reviews are the second most trusted form
of advertising.”
Source: WAYN for the World Travel & Tourism Council, 2012
19. Indonesia Online Population is
Growing Rapidly
Internet Users in Million
93.4
83.6
72.7
59.6
2012
Source: eMarketer, March 2013
2013
2014
2015
20. Generation Divide of Online Users in
Indonesia
12-15
9.9%
15-19
10.9%
20-24
11.6%
25-29
14.2%
30-34
11.8%
35-39
10.9%
40-44
10.1%
45-49
9.1%
50-54
55-59
60-65
DIGITAL NATIVE
Generation born and living in
the Internet era. Tend to make
online trends.
6.0%
3.1%
2.5%
Source: APJII, December 2012
DIGITAL IMMIGRANT
Older generation who “found’
Internet as an adult. Often
feel the need to learn and
adapt to new technologies.
21. Indonesia Internet User by Profession
22%
White Collar
Blue Collar
Entrepreneur
15%
63%
Source: APJII, December 2012
22. Social Media Dominate Indonesian
Online Activities
87.8%
SOCIAL MEDIA
BROWSING
68.9%
NEWS
68.3%
62.1%
DOWNLOAD VIDEO
57.9%
EMAIL
22.4%
CHATTING
18.5%
ONLINE GAME
VIDEO CALL
5.9%
BLOG
5.3%
VOIP
FILE SHARING
3.6%
2.6%
Source: APJII, December 2012
23. “52% of Facebook
users said their travel
plans were affected by
seeing friends’ pictures
of trips.”
Source: WAYN for the World Travel & Tourism Council, 2012
25. YouTube
6,000,000,000
1,000,000,000
Over 6 billion
hours of video
100
More than 1
are watched
each month on
YouTube
Source: YouTube, 2013
billion unique
users visit
YouTube each
month
More than one
billion views a
day on mobile
100 hours of
video are
uploaded to
YouTube every
minute
70%
70% of YouTube
traffic comes
from outside the
US
26. Twitter
215 million monthly active users
Jakarta #1 city in the
world with most tweets
30 million
users in
Indonesia
Source: Twitter & Brand24, 2013
75% users
accessed on
Mobile
78% users
outside US
500 million
Tweets per day