- Both direct and indirect bookings show double-digit improvement: car rental sites are experiencing the highest bookings growth at 17.4% year-over-year (YoY) and online travel agents second highest at 13.5%.
- The percentage of return shoppers, a metric which is generally equated with greater revenue per visitor and lower marketing acquisition costs, is up 1% and steadily improving, likely as a result of increased use of targeted marketing campaigns.
- Tablet average booking value is up nearly 10% YoY and yield an average well over $600 per transaction.
Based on an analysis of more than 150 mobile and global travel (airline, hotel, travel agency, car rental, cruise line and casino) websites from January of 2009 to April of 2013, online bookings to these travel sites typically peak in mid-July with the U.S. based companies expected to hit $54 billion in Q3, a 10.7% increase over last year. Q4, which typically sees a decline in bookings, is expected to also maintain an 8 to 10% YoY growth rate. The Q4 falloff comes from the hotel and car rental segments; however, airline bookings peak in October as road warriors return home and holiday plans are booked farther in advance.
Online bookings to these travel sites are expected to peak in mid-July with the U.S.- based companies expected to hit $54 billion, a 10.7% increase over last year, in the pivotal third quarter. The trend also demonstrates a decline in bookings in Q4 which is also a busy travel season. The fall-off comes from the hotel and car rental segments; however, airline bookings peak in October as road warriors return home and holiday plans are booked farther in advance.
Car rental sites are leading the pack. Travelers are becoming more loyal.
Current trends indicate that car rental websites will see the largest year-over-year growth at nearly 20%. All categories will see growth rates in the double digits except for the airline category which is already the leader in overall online bookings. The trends indicate that money is moving from offline booking methods to online, but not all of the new bookings are going to online travel agents.
Online travel sites are receiving an influx of new customers and gaining momentum in loyalty.
Previous Adobe Digital Index return shoppers analysis in the retail sector highlights the enormous impact of return visitors to each site’s bottom line: a 1% increase in return visitors equates to an additional $39 million in additional revenue per site on average. Improvements to the site’s proportion of return visitors also reduce marketing acquisition costs. As more travel sites adopt new digital marketing technologies, which can specifically target content and marketing to existing customers, the trends indicate that they are making good progress in bringing back more return shoppers.
Booking via tablets rising quickly
Tablets drive 7.5% of all bookings and have become a major factor for this industry, but not all sites have become good at servicing them. An analysis of the distribution of tablet bookings across all sites, indicated by the width of the shaded areas, demonstrates a widening gap between the sites that have optimized for tablet versus those that have not.
As usage climbs, so does the amount of money spent per booking. Average booking value from tablets has increased nearly 10% since last year to $636 per booking on average.
Page views per tablet visitor and time spent per visit from tablet sites have declined over time. This may indicate that customers are generally finding it easier to get to the content they need or more likely that they are quick to leave a site which has not been tablet-optimized.
Onward and upward
Increasing demand and the continued shift from offline to online travel bookings continue to drive a surprising amount of new opportunity since the current shift still only represents a fraction of the $600 billion industry. Additionally, new online business models and an improved economy may shift transaction volume toward direct channels in the coming years. Travel sites are among the leaders in capitalizing on innovations in personalization, targeting and optimization marketing technologies and the results appear to be paying off. There is always more work to do, especially around the increasingly complex array of mobile interaction points. Many sites haven’t begun to deal with smartphones or tablets and are now faced with minis, Kindle Fire and SmartTVs. The industry will be in constant evolution and will continue to surprise and delight personal and business travelers alike as they take advantage of innovative new approaches to selling and servicing our travel needs.
About The Authors
Tamara Gaffney is senior marketing manager for Adobe Digital Index, which publishes research on digital marketing based on the analysis of anonymous, aggregated data from over 5,000 companies worldwide that use Adobe Marketing Cloud. Contributor Jason Price is EVP at HeBS Digital, the hospitality industry’s leading full-service digital technology and marketing firm (www.HeBSDigital.com).
About the HeBS Digital and Adobe Partnership
HeBS Digital’s partnership with Adobe consists of launching pilot projects and developing best practices in travel and hospitality. Over the past few years, the HeBS Digital/Adobe relationship has produced industry articles, research papers, product developments, webinars, and a commitment to the creation of innovative products and opportunities. HeBS Digital’s know-how in the industry, coupled with Adobe’s vast inventory of solutions, has made for a rewarding partnership.
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