Se connecter au voyageur “digital”: challenges et opportunités?

Transcription

Mardi 10 Decembre, 2013
Une presentation PhoCusWright
Se connecter au voyageur “digital”: challenges
et opportunités?
Florence Kaci
Directrice Commerciale
Europe, Moyen Orient,
Specialiste Marche
Europee.
Un Marché divisé
Le marché européen du voyage se redresse mais de facon
inégale
280 €
European Gross Bookings (Billions Euros) 2008 - 2015
270 €
260 €
250 €
240 €
230 €
4%
220 €
5%
210 €
4%
2%
3%
5%
(-10%)
200 €
'08
'09
'10
'11
'12
'13
'14
'15
Source: PhoCusWright’s European Online Travel Overview Ninth Edition
© 2013 PhoCusWright Inc. All Rights Reserved.
3
• Malgré la crise economique, les marchés du voyage d’Europe
de l’Ouest et de l’Est continuent a croitre, meme si la
croissance est faible, et la demande des voyageurs reste forte.
• Le secteur en ligne croit toujours de facon exponentielle
modifiant le paysage du voyage de loisirs et d’affaires.
• Les intermediaires offline doivent s’adapter a un nouvel
environnement, ou beaucoup seront amener a disparaitre.
• Les technologies des reseaux sociaux et mobile changent les
regles aujourd’hui mais peu d’acteur savent vraiment
comment les utiliser efficacement.
Source: PhoCusWright Inc.
4
5
Le marché du voyage francais(€M) et la croissance des
parts de marché en ligne(%), 2011-2015
2011
9,5
2012
10,6
2013
11,4
2014
12,1
9,6
2015
12,7
10,3
0
39%
41.4
+14%
7,9
8,8
Online Penetration
6,7
43.8
+10%
45.5
+7%
46.8
+6%
10
20
Supplier-Direct Online
OTA
40
Total
45%
46%
48%
48.2
30
42%
50
Note: 2013-2015 projected
Source: Source: PhoCusWright’s European Online Travel Overview Ninth Edition
6
Les Tour Operators désesperent…
Source: PhoCusWright Inc.
Réservations brutes des Tos francais(€B) et pénétration
en ligne directe des fournisseurs, 2011-2015
2011
0,9
2012
0,9
2013
0,9
2014
0,9
4.6
2015
1,0
4.6
0
17%
Online Direct Penetration
5.2
5.1
4.8
1
2
3
Supplier-Direct Online
4
Total
18%
19%
20%
21%
5
6
Note: 2013-2015 projected
8
2009….
2010…
2011…
2013???
9
10
Les agences de voyages en ligne sur le marché francais,
estimations des parts de marché, 2011 and 2012
2012
2011
Others 15%
Expedia/
Hotels.com
15%
VoyagesPrives 5%
Karavel/
Promovacances 6%
Orbitz/
Ebookers 3%
Travelocity/
Lastminute
4%
Priceline/
Booking 23%
Odigeo 29%
Others
13%
VoyagesKaravel/ Prives
Promova- 5%
cances
Orbitz/
5%
Ebookers
Travelocity/
3%
Lastminute
4%
Expedia/
Hotels.com
15%
Priceline/
Booking
29%
Odigeo
26%
Note: Totals may not add to 100% due to rounding.
11
Marché total, Réservations brutes en ligne du secteur de
loisir et du voyage d’affaires non géré (€B) et part du
mobile par rapport au total en ligne (%), 2012
60
8%
50
40
6%
6%
5%
30
5%
4%
20
10
Germany
U.K.
Total
France
Online
Spain
Scandinavia
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
Italy
Mobile Share of Total Online
Source: PhoCusWright’s European Online Travel Overview Ninth Edition
12
Le voyageur européen devient un
voyageur digital
Population des voyageurs: France
French adult
population
49 million1
French adults with
Internet access
36 million (73%)2
French travelers
25 million (51%)3
1. Source: Eurostat
2. Source: Eurostat
3. Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
Base: Consumers who have stayed in paid accommodations and/or taken flights/rail for leisure travel in the past 12 months (N=1,028)
14
75% 75% 78%
69% 68% 72%
67% 66% 70%
Source: PhoCusWright’s European Consumer
Travel Report Fourth Edition
15
Les 3 raison principales pour ne pas voyager
47%
Financial considerations/travel is too
expensive
I went to places where I could stay
with friends/family
55%
50%
24%
14%
15%
22%
No time to travel
18%
16%
France
Germany
U.K.
Source: PhoCusWright’s European Consumer Travel Report Fourth Edition
16
Préférences en matiere de dépenses….
Travel and Tourism
Travel and Tourism
Travel and Tourism
Dining/nightlife
Consumer Electronics
Dining/nightlife
Entertainment/Sports
Dining/nightlife
Fashion and accessories
Home improvements
Health/Beauty/Spa products
Home improvements
Home improvements
Cars/car-associated goods
17
Les tendances du voyageur digital en terme de planification
18
Voyages domestiques et internationaux(% of all
trips) Domestic Other European Countries Non-European Countries
17%
17%
44%
51%
32%
17%
39%
49%
34%
19
Comportements géneraux des voyageurs
Annual Travel
Incidence
Annual
Household
Travel Spend
Annual Trip
Frequency
Average Trip
Duration
Base: Internet users, France (2011 N=2,271, 2012 N=1,961, 2013 N=2,258); Germany (2011 N=1,991, 2012 N=1,827 2013 N=2,056), U.K. (2011 N=1,703,
2012 N=1,961, 2013 N=1,875)
20
Purchased separately
25%
Purchased as part of
vacation package
75%
44%
55%
34%
66%
21
France: préference de catégories d’hébergement
0%
2011
2012
5%
10%
2013
15%
20%
25%
30%
35%
40%
45%
Midscale hotel/resort (three-star)
Residential home of friends/family
Budget hotel/motel
Holiday home that you rented
Bed & breakfast
Upscale hotel/resort (four-star)
Holiday home that you, friends or family own
All-inclusive resort
Luxury hotel/resort (five-star)
Hostel
Timeshare or fractional ownership property
Other
Question: What type of lodging did you use in the past year when traveling for leisure? Select all that apply.
Base: French travelers (2011 N=896, 2012 N=878, 2013 N=1,028)
22
Types de destinations loisirs ( % de tous les voyages)
6%
5% 2%
France
2%
31%
48%
6% 4%
Destination that you selected
independently
2%
Destination where you visited friends or
family casually (not driven by a social
event, such as a reunion or wedding)
6%
Germany
21%
Destination where you attended a social
event, such as a reunion or wedding
62%
6%
4%
Destination where you, friends or family
own a holiday home
3%
Destination where you added a leisure
stay as an extension of a business trip
10%
U.K.
22%
56%
Destination where you have a timeshare
or fractional ownership of property
Question: Of the N total leisure trips you took in the past year, how many were:
Base: French travelers (2011 N=896, 2012 N=878, 2013 N=1,028); German travelers (2011 N=915, 2012 N=892, 2013 N=1,036); U.K. travelers (2011
N=810, 2012 N=844, 2013 N=997)
23
Sites utilisés pendant la phase de sélection de la
destination ( dernier voyage)
2011
2012
2013
70%
60%
50%
40%
30%
20%
General search
engines
Online travel agency
websites
Traveler review
websites
Travel provider
websites
Travel search
engines*
Destination websites Travel guide websites
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
France
%
Germany
10%
Deals
Magazine/newspaper
newsletters/websites
websites
Question: What type(s) of websites did you use? Select all that apply.
N=810, 2012 N=844, 2013 N=997)
Note: *Historical data not available due to a change in methodology.
24
META…
MUSCLES...
25
Sites utilisés en phase de shopping
2011
70%
2012
2013
60%
50%
40%
30%
20%
General search
engines
Online travel agency
websites
Traveler review
websites
Travel provider
websites
Travel search
engines*
Destination websites Travel guide websites
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
Germany
France
U.K.
France
%
Germany
10%
Deals
Magazine/newspaper
newsletters/websites
websites
Question: What type(s) of websites do you typically use when comparing and choosing leisure travel products? Select all that apply.
N=810, 2012 N=844, 2013 N=997)
Note: *Historical data not available due to a change in methodology.
26
Temps passé a planifier son voyage de loisir sur le PC, le
smartphone et la tablette (Mobile Travel Planners)
18%
Desktop/Laptop
Smartphone
17%
65%
Tablet
27
?
28
Activités actuelles et futures sur le mobile (France)
2011
2012
2013
Next 12 months
Research local activities such as restaurants and shows
View maps or get directions
Research travel products such as hotel rooms or flights
Reserve/purchase local activities such as restaurants and
show tickets
Reserve/purchase travel products such as hotel rooms or
flights
Check-in for flight, hotel, train, or car rental
Make online changes to existing travel reservations
Use as a boarding pass or ticket for flight or train
0%
10%
20%
30%
40%
50%
60%
Question: Please indicate which, if any, of the following activities you have performed via your mobile telephone in the past 12 months, and which you are
likely to do in the upcoming 12 months. Select all that apply for each activity.
Base: Travelers with mobile phones: French travelers (2011 N=866, 2012 N=867, 2013 N=1,009)
29
Se connecter au voyageur digital…
30
Annual Household Travel Spend
Desktop/Laptop only travel planners
(Markets Combined)
Mobile travel planners
(Markets Combined)
€2,437
€3,394
31
Facteurs de fidelisation
36%
It offers better prices/value
37%
49%
36%
It is reliable/I haven't had problems
France
44%
45%
Germany
U.K.
22%
It's easy to shop/find what I am looking for on its
website
30%
32%
32
Le voyageur recherche l’offre personnalisée…
33
“Je m’attends a ce que les sites de voyages référencent
mes activités passées afin de personnaliser leur offre.”
Strongly Disagree
1-2 Trips Annually
3-5 Trips Annually
6+ Trips Annually
2
3
4
24%
18%
20%
17%
Strongly Agree
36%
21%
16%
16%
29%
28%
21%
25%
7%
9%
14%
34
Les Activités : une réelle opportunité
Activités liées aux
voyages en 2012
€24B
* Projected from PhoCusWright’s When They Get There and Why They Go: In-Destination Activities, U.S. 2010
Source: PhoCusWright’s When They Get There and Why They Go: In-Destination Activities, Europe 2013
€37B
2 voyageurs sur 3 achetent généralement en ligne
23% des reservations d’activités liées au voyage se
font en ligne
Chez les OTAs…
38
le Mobile: les attentes des voyageurs
39
2 voyageurs sur 3 possede un mobile
Mais 4 sur 5 en limite
l’utilisation quand il s voyagent
2 voyageurs sur 5 ont deja acheté un
produit lie au voyage sur leur mobile
1 fournisseur sur 3 a une site
mobile
1 voyageur sur 3 dit qu’il a deja reservé une
activité liée a son voyage sur son mobile
Livraison de tickets via le
mobile est inf. A 5%
40
2 Euros sur 3 depensés sur le Mobile est une excursion/
tour.
‘European Five’ Travel Activities Mobile Gross Bookings (€M) and Share
by Market and Activity Group (%), 2012
€ 13M
4%
€ 36
12%
€ 37M
12%
€ 106
35%
€ 43
14%
€ 69M
23%
€ 51
17%
€ 182M
61%
€ 65
22%
Germany
U.K.
France
Italy
Spain
Tours & activities
Events
Attractions
Ground transportation
Note: ‘European Five’ includes Germany, U.K., France, Italy and Spain
41
Le marché des activités en Europe représente environ la
moitié de la taille du marché de l’hébergement
Total European Travel Activities Market & Key Travel Segments (€B),
2012
120,0
100,0
80,0
60,0
40,0
20,0
Air
Hotels
Travel Activities
Car Rental
42
Les activités en Europe totalisent 13% du marché total du
voyage
Tour
European Travel
Market Gross
Bookings Share by
Segment, 2012
Car Rental
4%
Operator
6%
Rail
11%
Air
38%
Travel
Activities
13%
Hotels
28%
Tour operator
overlap with air,
hotel, 13%
43
La taille du marché des activités par rapport aux autres
segments/ par marché.
Travel Activities Market and Key Travel Segments by Country, 2012 (€B)
35
30
Activities
Hotels
Air
Car Rental
Italy
Spain
25
20
15
10
5
0
Germany
U.K.
France
Source: PhoCusWright’s When They Get There and Why They Go: In-Destination Activities, Europe 2013; PhoCusWright’s European Online Travel Overview
Ninth Edition
44
Activités des voyageurs les plus actifs (highest frequency)
Performing arts
Spa & wellness
Walking tours
Air tours
Sporting
events
Excursions, Aventure, Transports terrestres génerent le
plus de revenu en France
Revenu par type d’activité (€M): France
Tours
Adventure/recreational activities
Performing arts
Amusement park/theme park
Spa and wellness
Sporting events
Museum, zoo or aquarium
Cultural/historical attraction
Natural attraction
Festivals
Multi-attraction pass
-
200
400
600
800 1 000 1 200 1 400 1 600 1 800
46
Les voyageurs francais deviennent plus actifs…
Participation in Activities on Leisure Trips (Incidence & Frequency): France
Museum, zoo or aquarium
Amusement park/theme park
Natural attraction
Tours by land
Adventure/recreational activities
Cultural/historical attraction
Walking tour
Performing arts
Cultural tours
Tours by water
Spa and wellness
Sporting events
Tours by air
Shore excursions
Festivals
Multi-attraction pass
0%
10%
20%
30%
40%
50%
60%
Q4: Please indicate how many times you have engaged in each of the following activities (including attractions, events and tours) while travelling for leisure in the
past 12 months, regardless of whether you paid to participate or participated for free. Base: 1,056 French active travelers
47
Trop de choix tue le choix…Moins c’est mieux…
 La segmentation de
clientele devient plus
sophistiquée
 Filtrer son contenu pour des
plateformes de distribution
plus petites
 Privillégier le juste choix
versus la quantité et les
choix alternatifs
Source: PhoCusWright’s Travel Innovation and Technology Trends: 2013 and Beyond
48
Les technologies disponibles via les réseaux sociaux
bouleversent le schema tradionnel
 Facebook
 Des fournisseurs
aggressifs
 Création de valeur
ajoutée
 Mieux cibler ses
voyageurs
Source: PhoCusWright’s Travel Innovation and Technology Trends: 2013 and Beyond
49
L’experience du client est reine
 Le differentiateur
 Mobile: un nouveau monde,
de nouvelles opportunites
d’atteintre et de rester avec
votre voyageur
 Les assistants virtuels
 Ameliorer le service client
pour ameliorer ses parts
de marché
© 2013
PhoCusWright
Inc. All
Rights Reserved.
Source:
PhoCusWright’s
Travel
Innovation
and Technology Trends: 2013 and Beyond
50
Questions?
Florence Kaci
Linked in: Florence Kaci
Email: fkaci@phocuswright.com
Skype: fkaci

Se connecter au voyageur “digital”: challenges et opportunités?

Transcription

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