DMO Clickstream presents website performance analysis of the destination marketing organizations (DMOs) of the 10 most-visited countries by U.S. travelers. Phocuswright selected the countries by the number of inbound U.S. travelers in 2016.Analysts: Coney Dongre, Douglas QuinbyTopics: Consumer Trends, Mobile, Social & SearchSegment: Online Travel AgenciesResearch Type: Report
Read More
In an effort to regain some market share from leading OTAs, major hotel brands have introduced exclusive rates and other perks for loyalty members who book direct. But to what extent have these initiatives paid off? This report, part of Phocuswright’s U.S. Accommodation: Clickstream & Conversion series, presents analysis of traffic trends for the U.S. online accommodation marketplace, with a focus on traffic and conversion for major hotel brands. Data includes monthly unique visitors and conversion rates for both desktop and mobile websites.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
Airfare shopping and booking, once a cut-and-dried symbiosis between travel agents, global distribution systems (GDSs) and airlines has begun to unravel over the past 15 years. Not that the relationships were ever particularly cordial. Airlines wanted a reduction in the fees that they paid the GDSs while the GDSs wanted higher fees to fuel their technology investments and their bank accounts. The travel agents just wanted enough money (fees and commissions) to be viable businesses. All of these potentially conflicting views put air distribution under substantial tension. Technology has become a catalyst to address that tension. Capitalizing on this tension, a major German airline, Lufthansa has a taken a 2 pronged approach: 1) A surcharge for air bookings using a GDS and 2) Encouraging its connected travel agents to bypass the GDS.Analyst: Bob OffuttTopic: Technology InnovationSegment: AirRegion: EuropeResearch Type: Report
In both Australia and New Zealand, the local economies remain in a period of muted growth. Despite the slowdown, visitor arrivals are up and outbound trips are climbing steadily. This report presents market sizing and projections for the Australian and New Zealand total and online travel markets for 2014-2020. Particular attention is paid to the airline, hotel and car rental segments, as well as to the key trends that are shaping the region’s dynamic online travel distribution landscape.Analysts: Chetan Kapoor, Coney Dongre, Vera Lye, Deepak Jain, Maggie RauchTopic: Market Overview & SizingSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, RailRegion: Asia PacificResearch Type: Report
This research presents Phocuswright analysis of SimilarWeb data for the metasearch domain in seven markets - Australia, France, Germany, India and Japan, U.K., U.S. for the period July 2015 to June 2016. The spotlight throws light on various parameters like engagement stats for desktop and mobile websites, seasonality, and traffic sources, that showcase the performance of websites in a country.Analyst: Coney DongreTopics: Social & Search, Market Overview & SizingSegments: Air, Hotels & Lodging, Online Travel AgenciesRegions: Asia Pacific, Europe, U.S. & CanadaResearch Type: Report
Search marketing has long been the grand poobah of digital marketing. In travel, industry marketers have relied heavily on Search strategies to lead prospects down the conversion funnel. This paper discusses the historical importance of Search, examines indicators that Search’s dominance could be slipping, and recommends what travel marketers should do to adapt their digital marketing strategies to keep ahead during changing times.Analyst: Hollis ThomasesTopics: Social & Search, Technology InnovationSegments: Hotels & Lodging, Online Travel AgenciesResearch Type: Report
Native advertising has become the darling of digital publishers, but is it right for travel advertisers? This Analysis explores the various types of native advertising available to travel marketers, using examples to highlights some of the advantages and challenges of each.Analyst: Hollis ThomasesTopics: Destination & Activities Marketing, Technology InnovationResearch Type: Report
Download the presentation deck and audio recording of the October 29, 2015 webinar - in partnership with Third Door Media - to understand the new digital funnel and leverage it to connect with travelers at every phase.Analysts: Marcello Gasdia, Lorraine SileoTopic: Consumer TrendsSegments: Air, Car Rental & Ground Transportation, Cruise, Hotels & Lodging, Online Travel Agencies, RailRegion: U.S. & CanadaResearch Type: Report
Thanks to a gloomy economic and political environment, Italy’s travel market has suffered three straight years of losses. But 2014 brought a turnaround: Travel gross bookings increased both overall and within each segment, and rail operators’ investment in high-speed routes finally paid off. Despite the country’s previous struggles, Italy has plenty of reasons to expect a brighter future. The country remains highly desirable as an inbound destination, and low-cost carriers across Europe have added more Italian routes to and from major cities. Italy is also home to a robust informal economy, which – along with the recent influx of visitors from emerging markets like Russia and China – is helping to cushion the travel market from low unemployment and the subsequent drop in domestic trips. In addition, Italian travelers are flocking to social media and mobile, which will give travel a needed boost through 2016.Analyst: Stanislas FeminierTopic: Market Overview & SizingSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Rail, Tours & PackagesRegion: EuropeResearch Type: Report