Travel Brand Perceptions.

Transcription

1 Travel Brand Perceptions.

2 WSJ. Insights WSJ. Insights is renowned for several benchmark and custom primary research studies. From our world-class longitudinal studies, Corporate and Brand Perceptions, to our Wealth Management and Small Business Reports, we provide our marketing partners with the essential knowledge they need to make smart decisions. 2

3 Travel Brand Perceptions. Goal of this study was to understand: Frequency of leisure and business travel Factors influencing airline & hotel selections Brand perceptions of airlines, hotels, cruise lines & private aviation companies Impact of travel advertising 3

4 Methodology & Key Metrics. Survey was conducted among all WSJ Opinion Leaders our online reader panel Fielded: June 1 15, 2015 Key Brand Measurement Metrics: 1. Familiarity % Very/Somewhat Top 2 (out of 4) 2. Reputation % Excellent/Good Top 2 (out of 4) 4

5 Respondent Profile. Total Respondents 4,297 Male/Female 85/15 Current Value of HH Investments <$100K 5% Average Age 62 Average HHI $279,531 $100-$249.9K $250-$499.9K 7% 10% Employed 60% $500-$999.9K 17% Top Management (e.g., CEO, CMO, Owner, EVP, VP, Director) Business Professionals (e.g., Sales, Financial Services, etc.) 59% 41% $1-$4.9MM $5-$9.9MM $10MM+ 5% 10% 46% 5

6 Travel Frequency & Trends.

7 Active Travelers Both Leisure & Business Among C-suite more business but fewer leisure trips Trips Within Continental U.S. Past 12 Months 9 Trips Outside of Continental U.S. Past 12 Months Leisure Category Business 1 Leisure Category Business 1 Base: Total respondents for leisure trips, n=4297; among employed for business travel, n=2597. Q2. In the past 12 months, please estimate how many trips for business and/or leisure you yourself took, either in the U.S. or outside of the U.S.? By trips, we mean traveling 50+ miles. 7

8 Expect to Travel More This Year. Specifically business travel Leisure + 5 pts. (Increase Minus Decrease) Business + 13 pts. (Increase Minus Decrease) Decrease 13% Increase 18% Decrease 13% Increase 26% No Change 69% No Change 62% Base: Among those who answered, for leisure, n=3863; for business, n=2493. Q3. How do you expect the number of your business and leisure trips in 2015 will differ from 2014? 8

9 Air Travel/Airline Brands.

10 Key Factors: Selecting Business & Leisure Flights. Schedule & non-stop tops the list for both; only meaningful difference between business & leisure is fare Flight Selection Factors 81% 76% 70% 65% 65% 47% 51% 48% 47% 44% 46% 42% 41% 41% 32% 32% 26% 24% 24% 24% 15% 12% 11% 10% 8% 8% 9% 9% 6% 5% Leisure Business Base: Total respondents for leisure trips, n=4297; among employed for business travel, n=2597. Q4. We d like you to think about your business/leisure travels. Which of these factors are most important to you when traveling by air for business/leisure? 10

11 Hotel Stays/Hotel Brands.

12 Key Factors: Selecting a Hotel for Business & Leisure. Everything except location and business center is more important to leisure travelers 89% 83% 82% Hotel Selection Factors 69% 59% 58% 57% 52% 49% 45% 41% 39% 39% 38% 37% 38% 36% 34% 32% 33% 30% 28% 26% 23% 22% 23% 22% 20% 21% 12% 11% 4% 10% 2% 6% 6% 4% 18% Leisure Business Base: Total respondents for leisure trips, n=4297; among employed for business travel, n=2597. Q8. We d like you to think about your business/leisure travels, when deciding on a place to stay which of the following are most important to you? 12

13 Lodging for Leisure & Business Trips. Mid-scale is the most common choice; even among HHI $500K+ and C-suite; however 41% of C-suite choose luxury hotels for business travel Style of Lodging Stayed in Past 24 Months Mid-Scale 71% 75% Luxury 35% 40% Economy 21% 29% Home Rentals (Airbnb) 2% 11% Leisure Business Base: Total respondents for leisure trips, n=4297; among employed for business travel, n=2597. Q7. What type of lodgings and accommodations have you stayed at in the past 24 months when traveling for business or leisure? 13

14 Looking for Personalization & Ability to Customize. Agree Strongly/Somewhat I prefer to stay at hotels that understand the experiences I am seeking and helps me achieve it 79% I'm willing to spend more for a hotel that personalizes services and amenities for me 71% I'm more likely to consider a hotel that provides customized recommendations 65% Base: Total respondents, n=4297 Q9. Please indicate how much you agree or disagree with the statements below. 14

15 Cruise Brands.

16 Majority are Open to Cruises. 62% have taken or would consider a cruise Base: Total respondents, n=4297 Q12. Have you every taken or considered taking a cruise? 16

17 WSJ Travel Advertising Effectiveness.

18 Travel Advertising in WSJ Works. Nearly seven in 10 have taken an action directly as a result of seeing a travel ad in WSJ Actions Taken From Travel Ad in WSJ Saved for future reference Visited a travel advertiser's website Shared information with family member, friend, or associate 57% 61% 60% Had a more favorable opinion of the travel advertiser Requested further information 39% 38% Booked a hotel Recommended an airline/hotel/cruise Responded in some other way Booked a flight 18% 14% 13% 12% Booked a cruise 4% Base: Among those who answered; n=2972 (excludes don t knows and did not answer) Q18. Which of the following actions have you ever taken as a result of seeing travel advertising in The Wall Street Journal? Please select all that apply. 18

19 Travel Brand Perceptions.