Effective travel marketing depends on understanding your customer's journey, how she or he browses, finds, shops and buys travel on the social, local, mobile web. This presentation looks at the key trends shaping your customer's decision process and how you can use those trends to grow your brand and your business.

1. Digital Marketing Directions
Exploit the Trends
That Shape Travel Marketing

2. Guest reception...

3. Or network reception?

4. 3 Key Trends
• Internet, Everywhere
• Deep Customer Insights
• It’s All E-commerce

5. “We always
overestimate the
change that will
occur in the next
two years…”

6. October, 1980
IBM buys Microsoft

7. January, 1999
Excite buys Google for $750,000

8. November 2001
Sony introduces MP3 player and
first online MP3 store

9. June 2006
NBC buys YouTube

10. January, 2007
Microsoft introduces first touchscreen
smartphone

11. Today:
Market dominance!
PC’s:
Mobile:
Music:
+
Television &
Online video:
Internet
search:

12. Today:
Market dominance!
PC’s:
Mobile:
Music:
+
Television &
Online video:
Internet
search:
Um…
No

13. “We always
overestimate the
change that will
occur in the next
two years…”

14. “…and
underestimate
the change that
will occur in the
next ten.”

15. “The future is already
here... it’s just not
evenly distributed.”

16. Cost of ComputingProcessor 2 GHz dual core
Memory 2 GB
Storage 120 GB
Screen resolution 1024x768
Movies Yes
Wifi 802.11 a/b/g
Bluetooth Optional (Extra cost)
Camera Optional (Extra cost)

17. Cost of ComputingProcessor
2 GHz dual core
Memory
2 GB
Storage
120 GB
Screen resolution
1024x768
Movies
Yes
Wifi
802.11 a/b/g
Bluetooth
Optional (Extra cost)
Camera
Optional (Extra cost)
Weight
8.9 pounds
Battery life
2.5 hours
Cost
$1,100 ($3,000 with options)

18. Cost of Computing
Processor
2 GHz dual core
1.5 GHz quad core
Memory
2 GB
2 GB
Storage
120 GB
Up to 128 GB + cloud
Screen resolution
1024x768
1080x1920
Movies
Yes
Yes (internal or streaming)
Wifi
802.11 a/b/g
802.11 a/b/g/n
Bluetooth
Optional (Extra cost)
Yes
Camera
Optional (Extra cost)
16 MP and 2.1 MP + 4k Video
Camera
Weight
8.9 pounds
0.3 pounds
Battery life
2.5 hours
12 hours
Cost
$1,100 ($3,000 with options)
$ 649 ($249.99 w/ contract)

19. March 6, 1983: First
commercial mobile
phone & network

20. Guess what year
Gen Y was born

23. 0
1000
2000
3000
4000
5000
6000
7000
Total Subscriptions - Q4 2011
Smartphone
Mobile phone
Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
6.1 Billion
953 Million

24. 0
1000
2000
3000
4000
5000
6000
7000
Total Subscriptions - Q4 2011
Smartphone
Mobile phone
XSource: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
6.1 Billion
953 Million

25. More people own mobile
phones than own toothbrushes

26. Business travelers carrying
mobile phones: 95%

27. Business travelers carrying
mobile phones: 95%
Business travelers carrying
tablets: 64%

28. You host more devices
than passengers/guests

29. June, 2011: “The Special Rapporteur [of the
United Nations] considers cutting off users
from internet access, regardless of the
justification provided... to be... a violation of
article 19, paragraph 3, of the International
Covenant on Civil and Political Rights.

30. “The web is like
electricity. It’s just there.”
Eric Schmidt

33. • 44% of all cell users
• 40% of those 35-44
• 50% of smartphone users
• 60% of those 18-34

35. 2+ million search queries

36. 204,000,000 emails sent
Source: Intel"

37. 30 hours of video uploaded

38. 90+ reviews

39. 100,000 Tweets

40. 208,000 photo uploads

42. 36%
20%
48%
28%
0%
13%
25%
38%
50%
63%
Travel Research
Travel Booking
2013 2015
Source: eMarketer Digital Travel Outlook - June 2012
Overall mobile use

43. 96%
32%
18%
0%
94%
24%
31%
17%
0%
25%
50%
75%
100%
125%
Home Computer
Business Computer
Mobile Phone
Tablet
2010 2012
Source: Google/Ipsos MediaCT - U.S. August 2012
Leisure travelers shop...

44. 86%
76%
40%
0%
76%
65%
51%
30%
0%
25%
50%
75%
100%
Home Computer
Business Computer
Mobile Phone
Tablet
2010
2012
Source: Google/Ipsos MediaCT - U.S. August 2012
Business travelers shop...

45. Dream
Discover
Research
Book
Anticipate
Stay
Remember

46. Digital footprints

47. “You can never have too
much data. Bigger is
definitely better.”

48. How much of the world’s aggregate data collected in last 2 years?
2011-2012
Pre-2011
Source: IBM Research

51. Disney MyMagic+
RFID “tickets” and
purchasing

52. 0
7.5
15
22.5
30
2010
2011
Sites Visited - All E-commerce
Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ &
http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/

53. 0
5.5
11
16.5
22
27.5
2010
2011
Sites Visited - All E-commerce
Sites Visited - Travel
Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ &
http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/

54. 0%
10%
20%
30%
40%
50%
60%
70%
1-2
3-4
5-6
7-8
8+
Leisure Traveler
Business Traveler
Source: IBM Institute for Business Value Analysis September 2010
Hours spent shopping/booking travel

55. Why?
Here’s a question...

56. Because we’ve
trained them to

57. “Information overload”

59. The cost/benefit of talking to everyone

60. The cost/benefit of talking to everyone

61. The cost/benefit of talking to everyone

64. 0%
10%
20%
30%
40%
50%
60%
70%
Strongly Agree
Agree
Disagree
Strongly Disagree
Respondents
Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
Hotel guests expect stay to be personalized around set
of choices made at the time of booking/prior to arrival

65. Next 5-10 years
86% agreed that by 2020,
personalization will have been
embraced wholeheartedly by
the sector and that ‘customers
will have the ability to choose
the size of room, type of bed,
amenities, audio-visual
facilities, business equipment,
etc. on booking and pay
accordingly.’ – Amadeus/Fast Future

67. Am I going to
enjoy myself?

68. Why should I
buy from you?

71. Snackable
Sharp
Shareable

77. Embrace responsive web design

78. Improve mobile booking

80. Price must show value

81. Questions to start with…
• Which distribution channels produce greatest/least
profitability?
• How does your website compare to best-in-class for
content, social, local, mobile?
• What do your customers think works? Doesn’t?
• How can you build customer data? Leverage partner
data?

83. 3 key trends• Internet, Everywhere
– Reach the customer in their context
• Deep customer insights
– Own the data, own the customer
• It’s all e-commerce
– Content + context = conversions

84. Thank You
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter