View and/or download the presentation deck and audio recording of the March 1, 2017 webinar - in partnership with ADARA - to explore key online traffic trends and traveler behavior in the U.S. to optimize your online performance.Analysts: Brandie Wright, Douglas QuinbyTopics: Consumer Trends, MobileSegments: Air, Hotels & Lodging, Online Travel AgenciesResearch Type: Report
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More than seven in 10 American and European adults took a leisure holiday in 2015. Yet despite their shared affinity for leisure travel, unique economic conditions, cultural and geographical factors in these markets influence consumers’ decisions about where to go, as well as their travel behavior and attitudes. This report explores how U.S. and European travelers manage the destination selection process and other key aspects of their trips. Analysis includes trip frequency and spend, preferences for domestic vs. international travel, primary motivators for travel, online vs. offline sources of information, and travel intentions for the coming year.Analysts: Brandie Wright, Mark BlutsteinTopics: Destination & Activities Marketing, Consumer TrendsSegments: Air, Hotels & Lodging, Online Travel AgenciesRegions: Europe, U.S. & CanadaResearch Type: Report
Long described as “alternative” lodging, the private accommodation segment is now mainstream. Services such as Airbnb, HomeAway and VRBO have transformed the marketplace; in 2015 nearly one in three U.S. travelers used private accommodation, and in 2016 private accommodation was projected to climb 11%, nearly twice as fast as the U.S. travel market. Based on surveys and interviews conducted with rental travelers, hosts and homeowners, property managers and executives in the vacation rental and private accommodation space, this report presents a detailed look at how this dynamic segment has evolved and where it is headed in the years to come.Analysts: Douglas Quinby, Mark Blutstein, Alice Jong, Bing Liu, Cathy Walsh, Deepak Jain, Maggie RauchTopics: Consumer Trends, Market Overview & SizingSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
Keeping up with the latest and greatest bright shiny object in digital marketing oftentimes feels like a race with no finish line. Making determinations on how much attention, time, resources, and actual budget to allocate to new advancements in digital marketing challenges any professional, even the savviest. With the pace of change and the pressures of competition, brands must weigh their decisions based on both where they think their consumers will be next and how much they want to be leaders versus followers in that space.Analyst: Hollis ThomasesTopic: Technology InnovationResearch Type: Report
With mobile ownership still on the rise in Europe, European travelers continue to evolve in terms of how they use mobile devices – particularly smartphones – before, during and after their trips. And as technology advances in terms of the travel-related functionality available to consumers at home and on-the-go, European travelers are embracing a range of websites, apps and services to facilitate their trip planning, purchasing and sharing. This special collection of reports explores how technology is impacting European travelers’ attitudes and behavior.Analysts: Mark Blutstein, David Juman, Cathy Walsh, Brandie Wright, Claudia UngerTopics: Consumer Trends, Mobile, Social & Search, Technology InnovationRegion: EuropeResearch Type: Report
Slow but steady economic growth continues to provide a solid foundation for Europe’s travel market. Despite continuing terrorism fears and concerns over the implications of the U.K.’s exit from the EU, gross travel bookings are projected to hit new highs in 2016, with advances driven by online bookings – especially mobile. This report presents findings on the European leisure and unmanaged business travel markets, with sizing and projections from 2014-2020. Additional coverage includes analysis of Europe’s key travel segments and players, distribution dynamics, market challenges and more.Analysts: David Juman, Ralph Merten, Felica EisenbeisTopic: Market Overview & SizingSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Rail, Tours & Packages, Traditional Agencies & TMCsRegion: EuropeResearch Type: Report
Today’s consumers are bombarded with loyalty offers at every turn, and for many businesses, loyalty programs are critical to attracting new customers and giving existing ones a reason to stick around. The travel industry is certainly no exception. But just how influential are loyalty programs among the roughly 130 million U.S. leisure travelers who will generate more than US$300 billion in leisure gross bookings in 2015? This report examines the role of loyalty in consumer leisure travel behavior and spending, specifically for airlines, hotels and online travel agencies (OTAs). It addresses loyalty program participation across key demographics, and explores how loyalty impacts travel shopping and booking.Analysts: Marcello Gasdia, Karen BurkaTopics: Consumer Trends, Business TravelSegments: Air, Hotels & Lodging, Online Travel AgenciesRegion: U.S. & CanadaResearch Type: Report
Travelers have grown increasingly comfortable with mobile devices, and many now confidently engage in a broad range of mobile activities. As reaching for a mobile device becomes second nature for more experienced users, mobile is playing a bigger role in travel research, shopping, buying and sharing. Phocuswright's Traveler Technology Survey 2014 is designed to help travel companies navigate the changes taking place in consumer adoption of both mobile devices and social media. This report provides a comprehensive view of mobile device ownership/purchase intent, and tracks general trends in mobile web activity and social network adoption.Analyst: Marcello GasdiaTopics: Consumer Trends, Mobile, Social & Search, Technology InnovationRegion: U.S. & CanadaResearch Type: Report
Whether you are a travel supplier or intermediary, understanding early technology adopters is essential for developing a comprehensive marketing strategy. Download this audio recording and presentation deck of the January 28, 2016 webinar - sponsored by Cognizant - to learn how to leverage these early technology adopters and connect with travelers at every step along the travel life cycle.Analysts: Marcello Gasdia, Norm RoseTopic: Consumer TrendsRegion: U.S. & CanadaResearch Type: Report
Improvements in the British economy in 2013, as well as favorable exchange rates between the pound sterling and the euro, drove demand for outbound leisure travel and stirred heavy competition within the industry. Low-cost carriers led growth for the year, followed by rail and traditional airlines, and mobile strategies stood front and center. Tour operators started separating themselves from online travel agencies in the hopes of becoming favored travel brands (and channels). This flurry of consumer-driven activity and growth – while welcome – may cool down soon, resulting in relatively slower growth through 2016. Ultimately, though, the long view for the U.K. remains optimistic.Analyst: Luke BujarskiTopic: Market Overview & SizingRegion: EuropeResearch Type: Report