2017美国在线旅游营销指南（英文版）_18页-9mb

Phocuswright: The Travel Marketer's Guide to the U.S. Digital Travel Landscape (December 2017)

Core Content Summary

This white paper by Phocuswright, commissioned by Bing, provides an in-depth analysis of the U.S. digital travel landscape, focusing on consumer behavior, advertising effectiveness, and the evolving role of loyalty in travel marketing.

Main Points

1. Digital Travel Is Travel

• The distinction between online and offline travel is diminishing.
• Over 90% of U.S. travelers use digital in some form during trip planning, booking, or experience.
• 80% of travelers compare travel products and pricing online, and 83% purchase travel online.
• Online travel now accounts for nearly 47% of total travel bookings in the U.S., and with corporate travel included, this share exceeds 63%.

2. Digital Ad Spend Trends

• Over 61% of travel marketing budgets are allocated to digital channels.
• 73% of online travel brands spend more than the industry average on digital.
• Mobile is becoming a key channel, with 49% of digital ad spend going to mobile (see Figure 7).
• Search ads (e.g., Bing, Google) have the highest recall and click-through rates.
• Visual and social platforms (e.g., YouTube, Instagram, Pinterest) are particularly effective for brand awareness.

3. Traveler Behavior and Channel Preferences

• Airline websites and apps are the most common for flight shopping.
• OTAs and metasearch sites are more popular for accommodation shopping, especially among younger travelers.
• Mobile apps and mobile web are both used, but the mobile web is more frequently used for researching and purchasing travel products.
• Search and social platforms have the most influence on travelers, especially for brand marketing and awareness.

4. The Role of Loyalty

• Loyalty programs are a key strategy for travel brands to compete with OTAs.
• Hotel loyalty programs have seen growth, with membership increasing from 47% in 2015 to 63% in 2017.
• However, loyalty is not guaranteed. Even high-status members may switch brands if conditions like price, schedule, or location are more favorable.
• Mid-tier and elite members are more likely to engage with online ads and share personal data for personalized offers.

5. Emerging Technologies in Travel

• Messaging and chat are widely used for customer service and marketing.
• Personal digital assistants (PDAs), such as Siri and Alexa, are increasingly used for travel planning and booking.
• Artificial Intelligence (AI) and machine learning are being used to enhance personalization and predictive analytics.
• Augmented and virtual reality are still in early stages but show potential to enhance the travel experience.
• Voice search is gaining traction, with 25% of travel brands engaging significantly in voice-based travel planning.

Key Takeaways for the Modern Travel Marketer

1. Digital is the dominant channel for planning, choosing, and purchasing travel.
2. Benchmark digital spend against industry averages and competitors.
3. Mobile conversion is still lagging, but it is growing. Integration with cross-device tracking is essential.
4. OTAs and supplier brands are in a constant battle for market share.
5. Different travelers prefer different channels, especially younger demographics.
6. Personalization is critical for engagement and loyalty.
7. Loyalty is not a guarantee, and brands must focus on enhancing the guest experience and offering competitive pricing.
8. Visual and social ads are more memorable and influential.
9. Search ads remain the most effective for performance marketing.
10. Emerging technologies such as AI, messaging, and voice search are changing the landscape.
11. Invest in next-gen tech to stay ahead of consumer expectations and preferences.

Conclusion

The U.S. digital travel market is highly competitive and rapidly evolving. Travel marketers must adapt their strategies to align with digital trends, focus on personalization and cross-channel engagement, and invest in emerging technologies to meet the needs of modern travelers. As digital continues to dominate the travel journey, the role of online advertising and brand loyalty will become even more crucial in driving customer acquisition and retention.