2017美国在线旅游营销指南（英文版）_16页_9mb

Phocuswright: The Travel Marketer's Guide to the U.S. Digital Travel Landscape Summary

Core Content

This white paper provides an in-depth analysis of the U.S. digital travel landscape in 2017, highlighting the role of digital in the travel decision-making process, the impact of online advertising, and the significance of loyalty programs in driving customer engagement and retention.

Main Points

• Digital Travel Is Travel: Online leisure and unmanaged business travel account for nearly half of all travel booked in the U.S., with online corporate travel pushing the total digital share to over two-thirds. The digital travel journey is now as dynamic and competitive as the overall travel market.
• Digital Ad Spend Growth: Over half of all travel marketing spend is now directed to digital channels. Online travel brands allocate 73% of their ad spend to digital, while the industry-wide average is 61%.
• Traveler Behavior: Travelers increasingly use mobile devices for research and planning, but desktop remains the primary platform for actual bookings. The use of mobile apps is growing, but the majority still prefer mobile web for travel shopping and booking.
• Ad Effectiveness: Search ads (especially on Bing and Google) and metasearch/OTA platforms have the highest recall and click-through rates. Visual and social platforms such as Snapchat, Instagram, YouTube, and Pinterest are particularly influential for brand awareness and engagement.
• Personalization and Loyalty: Personalized ads are highly memorable and influential. Mid-tier and elite loyalty members are more engaged with travel brands and are more likely to share personal data for tailored offers. However, even high-status members are open to booking outside loyalty programs if conditions are more favorable.
• Emerging Technologies: Messaging, voice search, AI, and virtual reality are reshaping the travel industry. Digital assistants and voice-activated search are already widely used, while AI and VR are still in early adoption phases but show strong potential.

Key Insights

• Mobile Adoption: Despite the rise of mobile, most travelers still book on desktop. Mobile conversion rates are lower than desktop, but this is expected to change as mobile booking experiences improve.
• Loyalty Programs: While loyalty programs are effective in attracting customers, they do not guarantee long-term loyalty. Travelers, even those with high status, are willing to switch brands if better deals or services are available.
• Data and Personalization: Personalized advertising is a key driver of recall and influence. Travel brands should focus on data-driven personalization to engage customers effectively.
• Future Technologies: Messaging, voice search, and AI are currently the most widely adopted technologies, while augmented and virtual reality are emerging but not yet a top priority for travel companies.

Key Figures and Data

• Figure 2: Shows the growth of the U.S. total and online travel markets from 2001 to 2020, indicating that online travel has become a major force in the market.
• Figure 3: Indicates that 61% of travel ad spend is allocated to digital channels, with online travel brands spending 73% of their budgets digitally.
• Figure 4 & 5: Highlight that airline websites and apps are the most common for flight booking, while OTAs and metasearch sites are more popular for accommodation.
• Figure 6: Reveals that while 25% of smartphone users use apps for travel shopping, the majority (over 60%) use the mobile web.
• Figure 7: Shows that mobile accounts for nearly half of digital ad spend, though desktop remains dominant for bookings.
• Figure 8 & 9: Demonstrate high ad recall and click-through rates, with search ads leading the way, especially for younger travelers.
• Figure 10: Highlights that visual elements in ads are a key factor in traveler recall.
• Figure 11 & 12: Show that social and video platforms are most influential for brand awareness, while metasearch, general search, and OTAs are most effective for performance marketing.
• Figure 13: Indicates that even high-status loyalty members are open to booking outside their loyalty program if conditions are better.
• Figure 14: Reveals that loyalty status does not significantly affect the use of travel sites and apps for hotel shopping.
• Figure 15: Shows that loyalty members are more likely to recall online ads and share data for personalized offers.
• Figure 16: Highlights that most travelers (over 70%) use personal digital assistants weekly.
• Figure 17: Indicates that a significant portion of travelers use next-gen technologies like messaging and voice search for travel planning.
• Figure 18: Reveals that three in five travel brands offer chat-based customer service, 28% are experimenting with AI, and one in four are using voice search.

Conclusion

The U.S. digital travel landscape is evolving rapidly, driven by technological advancements and changing consumer behavior. Travel marketers must adapt to this dynamic environment by leveraging digital channels, focusing on personalization, and exploring emerging technologies to stay competitive. The role of loyalty programs remains important, but they must be complemented with innovative strategies to retain customers in an increasingly digital-first world.