THE NEW DIGITAL TRAVELERYour Guide to Winning More Buyers and Bookings in Asia-PacificAsia Pacific region (Australia, China India, Indonesia, Japan, Singapore, South Korea, Taiwan and Vietnam)The developed and developing worlds are convergingin terms of consumers online behaviour. In thedeveloped markets, consumers are still more used tobrowsing for travel products on mobile devices,followed by booking on desktops and laptops. In thedeveloping economies, it is much more common to usemobile devices for all stages of travel planning andbooking, due to the ubiquitous presence of smartphones.However, the differences are closing. Consumer habits inthe developed economies are shifting with increasingadoption of mobile devices at all stages, while thedeveloping economies are catching up in infrastructuredevelopments, such as higher penetration of laptops anddesktops and greater security for online payments.For travel players, it has become more challenging toengage travellers. With the proliferation of devices,travellers are sometimes frustrated that they do not get aconsistent experience on multiple platforms.It remains a challenge for travel players to be able toidentify the same travellers on different platforms, anddeliver relevant products and services at every stage ofthe travel process. For example, at dream stage, it is moreimportant to provide a variety of information to inspirepotential travellers; while at the search stage, it is moreimportant to provide practical information, such as pricesof products and services.The future of the travel industry is full of opportunities. AtCriteo, we anticipate technologies to continue to evolveand impact the travel business. In our vision for the future,we believe that travel players will be able to identifytravellers consistently regardless of the device they use,and deliver a superior customer experience at everystage of the travel process, among many otherinnovations that will transform in the industry.- Yvonne ChangExecutive Managing Director APAC, Criteo+CRITEO PARTNERED WITH EUROMONITOR INTERNATIONALto deliver brand new insights on digitally savvy travelers in the Asia Pacific region through an online consumer survey conducted in February 2017 among 1,900 travelers in Australia, China India, Indonesia, Japan, Singapore, South Korea, Taiwan andViet Nam who search or book for travel products online.4Survey respondent profile across 9 marketsN=190050% 50%29% 32% 24% 11% 4% 18-29 30-39 40-49 50-60 >60 GENDERDevice ownership or daily access100%SMARTPHONE61%TABLET87%LAPTOP67%DESKTOPTravel planning and booking65%did online travel planning in the past one month88%made an online travel booking in the past three monthsMILLENNIALS GEN X BABY BOOMERS5ABOUT THE NEW DIGITAL TRAVELER1. RISE OF THE SMARTPHONELeverage the growth of mobile usage in the region.2. MEET THE MILLENNIALSSay hello to the new generation of frequent travelers.3. FROM INSPIRATION TO DESTINATIONLearn the ins and outs on the road to booking.4. OPPORTUNITIES ARE KNOCKINGKnow where to focus and shift your strategies.5. READY FOR TAKEOFFEnlist smart solutions to maximize conversions.In the Asia-Pacific region, online travel has grown by a whopping 21 percent per year between 2011 and 2016, and its poised to grow by 13 percent per year between now and 2020. And travelers today are using tech like never before. Understanding who they are, what factors are influencing their choices, and which devices theyre using to search and book is key to capturing their business now and in the future.6“Travel is the only thing you buy that makes you richer.” ANONYMOUS7Smartphones are changing the travel booking experience from start to finish (and beyond).1. RISE OF THE SMARTPHONELeverage the growth of mobile usage in the region.8Smartphones are ubiquitous or will soon be. And the ways consumers use them are evolving faster than ever especially for travel.Developing markets are catching up fast on mobile penetration: by 2020, almost three out of four households in China and two out of three in Vietnam will be equipped. 6% 8% 35% 53% 71% 77% 79% 79% 79% 24% 34% 65% 74% 80% 81% 82% 82% 82% INDIA INDONESIA VIETNAM CHINA JAPAN AUSTRALIA S. KOREA SINGAPORE TAIWAN% of household possession of smartphones 2016-20202016 2020Vietnam has the highest forecast growth in smartphone peneration, from 35 to 65%.9Mobile has crossed the 50% threshold in Asia-PacificMobile travel sales account for half of the total in 2017. They are expected to take up a bigger percentage of online travel sales, especially in China, where they are expected to account for nearly three quarters of online bookings by 2020. 2016 2020Mobile travel sales (as a percentage of online travel sales)63% 35% 35% 32% 22% 17% 8% 4% 7% 74% 49% 45% 41% 35% 25% 15% 14% 10% CHINA S.KOREA AUSTRALIA JAPAN SINGAPORE TAIWAN INDONESIA INDIA VIETNAM8% 13% 20% 30% 38% 45% 50% 53% 56% 58% 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020By countryAsia-Pacific average10 Appendix 4 Historic and forecast online and mobile travel sales to residents from 2011-2020SOUTH KOREA58.7%CAGR 2011-1662.2%CAGR 2017-20INDIAConsumer habits are changing to a mobile-first lifestyleDouble digit growth in mobile travel sales across all markets, specifically in South Korea and India.