From Inspiration to Great Vacation: Understanding the Travel Shopping Journey

Take a walk with a traveler as he goes from dreaming to staying to sharing. Learn how to reach them every step of the way and drive more bookings.

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The online travel shopping journey

Planning and shortlisting

Getting social

Visually engaged

Hooked and booked

From journey to destination

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Online shoppers are increasingly savvy and willing to spend more online. According to Forrester Research, online shoppers in the U.S. will spend $226 billion online in 2012 and that number will climb to $327 billion in 2016. Forrester says this continued growth is spurred by consumers greater comfort level with purchasing online, as well as broader web shopping capabilities with mobile and tablet devices.1 Traveler shoppers are no different from average shoppers. They use the internet for research and for purchasing more than ever. Eighty-three per cent of leisure travelers use the internet as part of their travel planning and 65 per cent begin researching online before theyve even decided where or how to travel. 2 Travel consumers are also comparison shoppers. They use all sorts of information to help with their decision-making and that information is found on many different websites, across many different platforms and devices . In fact, mobile browsing of travel websites has more than doubled in the past 12 months to an average 20.5 per cent of all traffic surveyed. 3

In order to reach these shoppers with an engaging and motivating story, its imperative that hotel marketers ensure their hotels are well represented across the board on their own websites, on travel websites, and on social media. Not only that, but they have to be accessible across all device types. Hotels that fall behind will miss out on engaging with potential customers, and wont see the bookings that their more savvy competitors do. Understanding travel shoppers not just what theyre looking for in a hotel, but also how they shop and how they connect online - is a key step in learning how to deliver the best possible online experience to prospects.
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The online travel shopping journey Lets take a look at Brian Smith, a married 35-year old in Macon, GA. Brian has been a regular internet user for more than a dozen years, he is active on Facebook, gets all of his news online, hits ESPN.com for the latest Braves and Falcons updates and loves to shop at Amazon in other words, a fairly standard web user. Brian and his wife Marie are celebrating their fifth wedding anniversary next month, and Brian wants to do something nice for Marie. He bought her earrings for Christmas and arranged an amazing surprise party for her birthday. What could he do this time that would be different? Last year, 49 per cent of travelers started researching online after seeing an online ad4. While browsing the internet, Brian sees an ad from one of the popular travel websites, and that makes the light bulb go off above his head. A trip would be perfect, he thinks. Maries been swamped at work and she could definitely use some time away to relax. Of course, Brian has a budget to consider, and they both have to be back at work on Monday, so nothing too exotic but a weekend getaway to the big city sounds about right. The plan comes together in Brians mind a weekend where Marie doesnt have to lift a finger. They could take a 90-minute drive to Atlanta, enjoy a nice dinner at a fancy restaurant, and maybe see a show. Then start the next day with a room service breakfast, a spa visit and poolside cocktails in the afternoon.

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Planning and shortlisting Brians eager to start planning, but he also doesnt want to miss tonights Braves game. Grabbing his smartphone, Brian heads to the living room to watch the game and continue his brainstorming. This multi-screen approach to web use is becoming more and more common; in fact, Google says 90 per cent of users move sequentially from one screen or device to the next when accomplishing tasks5. In addition, were using devices simultaneously. Brians use of his phone while watching TV is particularly common 81 per cent of us use our smartphone and our TV at the same time6. As the Braves take the field, Brians trip planning is taking shape. His search begins on Google, just like 87 per cent of all global internet searches7. When it comes to travel, Brians also pretty typical 83 per cent of leisure travelers (and 76 per cent of business travelers) plan their trips online; 96 per cent of all leisure travelers start their hotel planning with a search engine8; and 47 per cent start that planning on their smartphone. Figure 1: Where Web Searches Start

90%

of users move sequentially from one screen or device to the next when accomplishing tasks5

- Google

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Unfortunately, the initial blast of information Brian faces is pretty overwhelming. Last year, 70 per cent of survey respondents said irrelevant data was the biggest problem with search engine results9, and a Lifehacker poll found three-quarters of users saying that Googles results were becoming less useful. 10
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Google itself isnt necessarily to blame its just that everyone is on the Internet now. Its no secret that people are researching, shopping and booking online, and sites such as TripAdvisor and Expedia display massive amounts of information. When faced with so much information, is it any wonder that it takes the average travel shopper more than nine sessions and visits to more than 20 websites before booking anything? 11 In Brians case, it takes him three browsing sessions, before hes even able to narrow his list to a handful of hotels in the area with rooms available in the price range he wants. Each browsing session consisted of multiple visits to travel sites and reading multiple reviews. With a shortlist of six properties in hand, Brian gets serious about finding a hotel that offers the experience he and Marie will enjoy most. Necessities include fine dining either on-site or within walking distance and proximity to a theatre or nightlife. A pool would be ideal a tropical destination might not be in the cards right now, but Marie loves the sun. The next day Brian takes his car in for an oil change and, using his iPad while he waits, decides to try and narrow his list even further. Again, Brians a fairly typical user today, but just three years ago, he wouldnt have been in 2009 just eight per cent of leisure travelers used a mobile device to access travel information, but that number jumped to 38 per cent in 201212. Figure 2: How Leisure Travelers Access Travel Information

It takes the average travel shopper more than nine sessions and visits to more than 20 websites before booking anything

- Google

Source: Google/Ipsos Media: The 2012 Traveler

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Brian visits the website for each of his shortlisted properties, and right away, The Georgian Terrace hotel in Atlanta stands out on his iPad. Hes drawn in by the large pictures and engaging videos, and the easy to find links and buttons make it simple for him to find all the information he needs. Two hotels on his short list dont even have a smartphone site, and attempting to navigate them just frustrates Brian so he crosses them right off the list; a third has a tabletTweet this Email this

optimized site, but its clunky, lacking the essential features that he has come to expect from a hotel website and Brian cant even get the videos and virtual tours to load. Figure 3: Deterrents to Booking Online

Google expects travel queries from tablets to

Hotels with tablet-optimized sites clearly have a leg up especially since Google expects travel queries from tablets to rise 180 per cent in 2013.13

Source: Google/Ipsos Media: The 2012 Traveler

180%
in 2013
- Google, Ipsos

His car ready to go, Brian makes a note of his final three hotels and resolves to do a little more research from home. Later that day Brian again Googles each of the hotels still remaining on his short list, looking not only at their websites, but also at each on TripAdvisor and through social media. While all are well-represented online, with favorable reviews and photos, once again The Georgian Terraces story stands out. While the other properties all look similar on TripAdvisor, The Georgian Terrace links to a mini-site with videos and tours, plus they have a fully functional Facebook page with even more photos and videos. No matter where Brian finds The Georgian Terrace online, the experience is consistent and engaging. He can clearly see it offers plenty of restaurant choices, both on-site and nearby; its walking distance to the Fox Theatre; and it has a rooftop pool and patio that looks ideal for a relaxing afternoon in the sun.

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Getting social As a regular Facebook user, Brian is particularly impressed with The Georgian Terraces Facebook page. In addition to making use of Facebooks latest timeline layout and photo galleries, The Georgian Terrace offers a tour and booking app with videos and panoramic photos that give a Brian a true feel for the experience of staying there and reinforce his excitement about their trip. The Georgian Terrace also uses Instagram, has its Facebook page linked to its Twitter page, and has feedback from guests and fans on its wall. In fact, Brian sees a familiar face on the wall its Michelle, his former next-door neighbor. Brian hasnt spoken to Michelle in a few years, but he knows she has good taste and shes written a glowing review of her sisters wedding reception at The Georgian Terrace. Thats the final motivator for Brian, and its no surprise word of mouth still counts for a lot when it comes to travel. According to one survey, 81 per cent of travelers find user reviews important when determining which hotel to stay at during their trip, and nearly half said they wont book a property unless it has reviews14. Another survey of Facebook users found that more than 50 per cent of respondents indicated that seeing friends vacation pictures inspired them to book a trip to that particular place15, while one-third of survey respondents in the UK indicated they changed their hotel preference after checking in with social media16.

81%

of travelers find user reviews important when determining which hotel to stay at

- TNooz

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For hotels, it seems clear that social media is an important driver of both engagement and revenue. In a recent survey, 71 per cent of hotels indicated that social media has improved customer engagement, and 50 per cent said they have generated direct bookings from social media.17 In addition, a 2010 Cornell University study suggests that conversion rates from Facebook referrals actually exceed those from other online travel sites18. Figure 4: How important will Social Media be in five years?

Overall, Brian finds a consistent message between the TripAdvisor reviews, Facebook comments, and the hotels own words, giving him confidence that The Georgian Terrance is the perfect place for him and Marie to spend their anniversary.

Source: World Travel Market: 2011 Industry Report

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Visually engaged On his lunch break the next day, Brian uses his smartphone for a final bit of research, this time on Travelocity. When he clicks on the Travelocity media link for The Georgian Terrace, he sees even more videos and pictures, further connecting him with the hotels story. From multiple devices, across travel sites, Facebook and their own website, The Georgian Terrace delivers panoramic photos, tours and videos that provide a consistent, engaging, visual experience that connect Brian to the their story.

62%

of videos watched come directly from hotels, airlines, cruises and travel service providers
- Google, Ipsos

It cant be overstated just how much of an impact video is having on travel shoppers online. 28 per cent of leisure travelers have viewed a video online in 2012 up from 21 per cent three years ago and 57 per cent of those viewers watched a video when deciding on accommodations. Overall, 62 per cent of videos watched come directly from hotels, airlines, cruises and travel service providers19. For travelers, no matter how they engage with a hotel online, they want to see images, videos, and details that help them understand what the hotel offers and what they can expect during their stay in other words, whether the hotel is the right fit for them.

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Hooked and booked Thirty-seven per cent of leisure travelers reported booking online in 2011 up from 28 per cent in 200920 and 66 per cent of leisure travelers surveyed in 2012 indicated they plan to spend more time shopping around and researching before booking travel (up from 59 per cent in 2011) 21. For Brian, his mind is made up hes found his hotel. Hes not quite ready to book though; he still has to confirm his dates and make sure he can get theatre tickets. The good news is, when he is ready, Brian knows he has multiple options for how to book. Thanks to The Georgian Terraces multiple booking options, he can book from just about anywhere the hotel website, his smartphone or tablet, from the hotels Facebook page, or through a travel site such as Travelocity. Being a savvy shopper, Brian uses all of the above to make sure hes getting the best possible rate. When hes satisfied that hes got the right price, right dates, and his dinner reservations and theatre tickets lined up, Brian books his trip and heads downstairs to tell Marie of their anniversary plans! Of course, he also takes the time brag about his awesome anniversary surprise on Facebook and Twitter, posting links straight from the hotels smartphone site to his social media accounts. Figure 5: How users use mobile to book travel

Source: Google/Ipsos Media: The 2012 Traveler

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From journey to destination While we wont pry into the details of Brian and Maries romantic anniversary weekend, we can confirm that the internet continues to play a role throughout their trip. Travelers are more connected than ever. Thanks to the mobileoptimized site, Brian knows it would only take a couple of taps to get in touch with the hotel if needed and Marie can use the tablet-optimized site to take the virtual tour of the hotel on the car ride there. Brian also uses his smartphone to get directions to the hotel and check traffic, while Marie uses hers to check the weather and make sure they can spend the afternoon by the pool. Of course, travelers connectivity to the hotel doesnt end when they check out. As Brian and Marie wind down their romantic getaway and head back home, Brian posts a fond farewell to Atlanta on Facebook through his smartphone, and Maries already thinking about what sort of review shes going to leave on TripAdvisor. She may even write it on the iPad during the car ride home!

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Learn More VFM Leonardos VBrochure is an ideal solution for hotels looking to deliver consistent, visually rich, optimized online experiences to travelers. With powerful features and an easy-to-use web interface, VBrochure helps you tell your hotels story in a visually compelling, engaging manner, across multiple sites and devices. Contact us today to learn more about how VBrochure can help you build a great online experience for your visitors.

@VFMLeonardo www.facebook.com/vfmleonardo blog.vfmleonardo.com www.vfmleonardo.com

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Sources:
1. 2. 3. 4. 5. 6. 7. 8. 9. Internet Retailer: E-retail spending to increase 62% by 2016 (http://www.internetretailer. com/2012/02/27/e-retail-spending-increase-45-2016) Google/Ipsos Media: The 2012 Traveler (http://www.thinkwithgoogle.com/insights/library/studies/the2012-traveler/) Nucleus: Witnessing the Birth of the Mobile era (http://www.nucleus.co.uk/thoughts.aspx) Google: The Five Stages of Travel (http://www.thinkwithgoogle.com/insights/library/infographics/fivestages-of-travel/) Google: The New Multi-Screen World (http://www.thinkwithgoogle.com/insights/library/studies/thenew-multi-screen-world-study/) Google: The New Multi-Screen World Karma Snack: Search Engine Market Share (http://www.karmasnack.com/about/search-enginemarket-share/) Google/Ipsos Media: The 2012 Traveler SearchEngineLand: 89% Find Search Engines Do Good Job Finding Information, But Noise Is Issue (http://searchengineland.com/89-find-search-engines-do-good-job-but-noise-is-issue-61064)

10. Lifehacker: Over 77 Percent of Lifehacker Readers Say Googles Search Results are Less Useful Lately (http://lifehacker.com/5730396/over-77-percent-of-lifehacker-readers-say-googles-search-results-areless-useful-lately) 11. Google: The Five Stages of Travel 12. Google/Ipsos Media: The 2012 Traveler 13. Google/Ipsos Media: The 2012 Traveler 14. TNooz: Understanding the Importance of Hotel Reputation Management (http://www.tnooz. com/2011/08/18/news/underscoring-the-importance-of-online-hotel-reputation-management/#cOrvuv aRyZWExrWe.99) 15. Forbes: How Facebook is Shaping Your 2012 Travel Decisions (http://www.forbes.com/sites/ traceygreenstein/2012/07/06/how-facebook-is-shaping-your-2012-travel-decisions/) 16. World Travel Market: 2011 Industry Report (http://www.wtmlondon.com/files/onsite_wtm_industry_ report_2011.PDF) 17. Eye for Travel: Social Media and Mobile Strategies for the Travel Industry (http://events.eyefortravel. com/social-media-mobile-report/) 18. How Travelers Use Online and Social Media Channels to Make Hotel-choice Decisions, Cornell University: Laura McCarthy, Debra Stock, and Rohit Verma Ph.D. (http://www.hotelschool.cornell.edu/ research/chr/pubs/reports/abstract-15359.html) 19. Google/Ipsos Media: The 2012 Traveler 20. Google: The Five Stages of Travel 21. Google/Ipsos Media: The 2012 Traveler

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