2018年英国旅游高峰报告.pdf

Travel in 2018 Trends, Myth Busters & Audience Tactics Q1 2018 Get in touch hitwise|Introduction32A year of Brexit uncertainty and declining consumer confidence saw the British Pound hit an eight-year low in 2017. The belief holds that as the GBP depreciates, overseas travellers flock to the UK to reap the benefits of cheaper goods and services. Feeling a squeeze on their spending, UK residents then shift their preference from overseas to domestic holidays. The latest ONS results show a more nuanced view: - Q3 did see a positive flow of overseas residents to the UK, with visits and spending growing by 2.7% and 7.7% YoY, respectively. - But results for UK residents going abroad werent as bleak. Visits declined by 0.4%, but spending still grew by 0.6% YoY. - Total spending by UK residents overseas was almost double that of tourists in the UK (16 billion vs. 8.2 billion). These results show that, despite the economic backdrop, UK residents are an incredibly valuable segment for both domestic and international travel players. The key lies in taking an audience-centric view - identifying and targeting growing consumer trends and profitable consumer segments. In this report, Hitwise has partnered with Propellernet, to show just how. 3“Audience View enabled us to expand our understanding of our audiences lifestyles and aspirations. The data enabled us to identify which sites to include in our media plans, and, more importantly, which of these sites were most popular with our audience, to help us prioritise spend and stand out where it mattered most.”Mark FlemingDigital Marketing Manager, KuoniSee how Kuoni, a leading luxury travel operator, uses AudienceView in this report.|Store AppointmentsInbound CallsClick Through Rate+171%+47%+51%By using Hitwises AudienceView and Propellernets services, Kuoni was able to grow YoY: |3All at lower cost per acquisitionHitwise provides marketers unique insights based on the largest sample of internet behaviour and consumer attitudes revealing audiences, search terms, and traffic sources that they need to get a competitive edge. Through Hitwises online platform, AudienceView, marketers can access powerful audience modelling and activation technology to segment and target their prospective customers.Propellernet helps its clients to be found online. It has a heritage in search marketing and a track record of helping travel businesses to grow, through digital marketing services and its audience insight platform, AnswerThePublic. It picked up the Grand Prix award at The Drum Search Awards in 2017 and has been nominated five times this time around.Whats inside1. Highlights from Travel Peak 2018 2. Debunking Myths3. Defining your Target4. Engaging Your Target4Highlights from Travel Peak 2018 1.The travel tourism industry grew by 13% YoY in the first eight weeks of the year. In this chapter, we look at which verticals and audiences drove this growth. 56Yearly Growth Source: Hitwise, Custom industry visits of 150 travel tourism players. Online traffic to the travel tourism industry has shown a positive start to the year.Visits by UK residents grew by 13% over the first eight weeks of 2018 YoY, compared to 8% in 2017 YoY. How was the Travel Tourism Industry built?Click here for more info on our methodology. The Travel Tourism IndustryOnline Weekly Visits2018 2017 2016Traffic has grown by 13% in 2018 YoY, faster than the previous year of 8%.Source: Hitwise, Period: First 8 week s of 2018 YoY. Custom Industry of top 150 travel tourism players. * Direct Airlines excludes Monarch, for YoY comparison. Who drove this growth? Niche verticals, such as Luxury Operators, Holiday Parks and Cruises, saw the largest YoY rise in online traffic. Direct Hotels also saw 18% growth, including the likes of Travelodge rising by 36% in visits YoY. Travel Tourism VerticalsYoY Growth over PeakWhat has Travelodge done successfully in 2017? Airlines and hotels have had to strengthen their loyalty propositions, combating the growing influence of travel aggregators. Travelodge have successfully done just that, expanding into key business and leisure cities, improving incentives for business travellers and launching “SuperRoom”, their equivalent premium economy room in 2017. Aggregators OperatorsLuxury Operators Park & AttractionsCruisesDirect Airlines Direct Hotels+25%+16% +16%+18%+3%+11%+14%Smaller, niche verticals saw the fastest YoY growth over peak.7Audience Profile Who were behind these visits? Macroeconomics would suggest that at times of economic downturn, only affluent people would continue spending on leisure as usual. Household income was a key differentiator for young families visiting travel sites, which was most notable for the parks and attractions. But for other segments, like married couples or retirees, travel visitations were similar despite level of affluence. So what? Travel tourism is more nuanced than macro trends suggest. Despite the declining pound and shaky economic outlook, not all consumers have felt the same squeeze. Level of affluence has also impacted a few, but not all, consumer types. In the next chapter, we show some of the pitfalls with making affluence-led assumptions. Audience Segments Split by IncomeIndex to Travel VerticalsIndustry Luxury Operators Parks & AttractionsCruisesYoung FamiliesCouples, No KidsRetirees+2%-4%-1%-10%+9%-6%-14%-15%+1%-3%0%-7%-9%-12%-20%-18%+6%2%+17%+8%+11%+6%+34%+29%HI 50K+HI 50K-Level of affluence was a key differentiator for young families visiting travel sites, particularly parks and attractions.Affluence was less for other segments, like married couples and retirees. Source: Hitwise and Kantar Media TGI, Period: 8 rolling weeks to 24-Feb-2018. Index: Compared to standard online population. Debunking Myths 2.When it comes to segmentation, travel companies often fall into the “stereotype” trap, particularly for affluent consumers and luxury services. In this chapter, we look at common misconceptions around the luxury traveller, and show how online audience data can dispel these assumptions. 9Source: Hitwise, Audience: Honeymooners = Visitors of top 5 bridal and wedding planning magazines. Top Affluent Households = defined using Mosaic Type A City Prosperity, with household incomes of 150K+. Period: 8 rolling weeks ending 24-Feb-2018. Myth 1: Consumers are either in the market for luxury, or notWhen we think of luxury consumers, we often focus on wealthy individuals with high disposable income. But the market for luxury travel is much more diverse. In the chart beside, we can see that different types of luxury travellersare performing the same types of searches. For example, luxury destinations like St Barths and Maldives, attract a similar share of both honeymooners and affluent households. Luxury Travel Searches Composition of Honeymooners vs. Top Affluent Households *So what? A marketing campaign for a honeymooner searching for St Barths would be very different from a top-affluent traveller looking for a summer getaway. So, segmentation is key. Travel companies need to dig deeper, by understanding the motivations and demographics behind search terms.“Maldives”“St Barths”2.2%4.8%2.4%4.5%HoneymoonersTop Affluent HouseholdsHoneymoonersTop Affluent Households“Luxury Holidays”8.2%HoneymoonersTop Affluent HouseholdsSuper luxury destinations like St Barths and Maldives attract a similar share of honeymooners and top affluent households.1.7%Although honeymooners are more likely to search for “luxury holidays” than top affluent households 10