Hvidesande.dk/de/ - Target Group in Germany in Travel

Transcription

1 Hvidesande.dk/de/ - Target Group in Germany in Travel

2 Agenda 1 2 General Internet Usage Travel-specific Information

3 76,5% of German citizens (14+ years old) currently use the internet Percentage of internet users in germany from 2001 until 2013 The 76.5% represent around 53.7 million German citizens who are 14 years old or older (14+). Source: de.statista.com 3

4 Internet access in detail: all subgroups increase, but the latecomers the most Above-average growth of about 1.3 percentage points in the group of women. There are still big differences between the genders, however there is a approximation of approach. Internet user rate in Germany by gender from 2001 until 2013 Men Women The percentage of the internet user in younger age groups stagnates, because the maximum has almost been reached Noticeable increase of persons over 50 years of age; users between 60 and 69 years of age with the highest increase ( +3,3 percentage points). Source: Source: de.statista.com 4

5 Appr. 14 Million residents in Northern Germany use the internet Number of citizens in the northern federal states of Germany: Schleswig Holstein: 2,84 M (31. August 2012) Bremen: 0,55 M (31. December 2011) Hamburg: 1,8 M (30. November 2012) Mecklenburg-Western Pomerania: : 1,6 Mio. (30. November 2012) Lower Saxony: 7,9 Mio. (31. October 2012) You can reach about 14 M residents in Northern Germany. Source: Source: 5

6 Agenda 1 2 General Internet Usage Travel-specific Information

7 Internet usage for vacations: The internet gets more and more important on the subject of vacations (Basis: German-speaking population 14+ years; until 2010 only Germans) Use Internet to inform about holidays, therefrom in recent 12 months Use Internet to purchase holidays, therefrom in recent 12 months In January 2012, 55% of the population had ever informed themselves about holiday travels on the internet, 45% of the population within the past 12 months. To book holidays, 33% of the population had already used the internet at this time, 23% within the past 12 months. Source: RA 2000 bis RA 2012 face-to-face, FUR 7

8 Information about vacation destinations, accommodations and the prices are the most searched information on the internet (Basis: Main holiday trips ( Haupturlaubsreisen ; in short: HUR), German-speaking population 14+ years; 2005 only Germans) Information about a destination Information about price comparison Information about an accommodation Information about package holidays / modular block travel Information about flights Information about local events Information about railway Information about rental cars Source: RA 2000 bis RA 2012 face-to-face, FUR 8

9 The best selling online products are accommodations, package holidays and airline tickets (Basis: Main holiday trips (HUR), German speaking population 14+ years; 2005 only Germans) Booking an accommodation Booking package holidays / modular block travel Booking flight tickets Booking entrance cards Booking tickets Booking a rental card Source: RA 2000 bis RA 2012 face-to-face, FUR 9

10 Booking channels for vacations : Strong surge of online bookings in the past years (Basis: All vacations (5+ days) with booking in advance of the German speaking population 14+ years, 2009 only German) In a personal meeting Via online booking Via Via telephone Via letter/fax Source: RA 2006 bis RA 2012 face-to-face, FUR 10

11 The search for information before booking a vacation is complex and does not follow a clear path Schematic presentation of the customer journey before booking a vacation trip Booking Online Travel Portals Google Search Online Travel Agency Airlines Others Travel helpdesk Source: GfK 2012 GfK Mobility March 2013 Herbert Lechner Hotels Beginning of the customer journey to book a vacation 11

12 While planning the vacation, users spent in average 9 hours on 13 different websites per vacation (Basis: German speaking travelers, online people between years, who inform themselves about the vacation before they travel) Number of visited websites Time spent on internet Websites 22% 1-6 Websites 31% hours 22% 1-4 hours 33% 7-19 Websites 47% 5-25 hours 45% Source: RA online 11/2010, FUR 12

13 65% of the respondents always use portals as a decision-making help for a vacation Do you use internet portals as a decision-making help before you book a vacation? (Basis: n=1027 ) Always Frequently Rarely Never How far are you influenced by ratings concerning your choice of accommodation? (Basis: n=1027 ) Very Some Less Never Source: Studie zur Bedeutung & Glaubwürdigkeit von Bewertungen auf Internetportalen 13

14 95% consider the ratings on internet portals as a reliable or the most reliable source of information How do you assess the reliability of ratings on internet portals? Basis: n = 1035 Most reliable Reliable Unreliable Most unreliable Source: Studie zur Bedeutung & Glaubwürdigkeit von Bewertungen auf Internetportalen 14

15 89% of the respondents made a positive experience with ratings where the hotel was equivalent to or even better than the rating Not specified Hotel was worse than expected Hotel corresponded to the valuation Hotel was better than expected Reliability: What experience do you had with internet ratings until now? (Basis: n=1027 ) Source: Studie zur Bedeutung & Glaubwürdigkeit von Bewertungen auf Internetportalen 15

16 The most popular travel portals in Germany Indicators of major travel sites, with the facility of online-booking in the first and second half of 2011 Domain Indicator 1st half of nd half of 2011 bahn.de holidaycheck.de booking.com hrs.de hotel.de expedia.de deutschebahn.com airberlin.com Unique User Scope Unique User Scope Unique User Scope Unique User Scope Unique User Scope Unique User Scope Unique User Scope Unique User Scope % % % % % % % % % % % % % % % % Source: GfK WebValue HJ1-HJ2/2011; Basis for the choice Top 10 1st half year 2011; Online population 2011:

17 THANKS! 17

18 Kontakt Lars Wehmeyer Senior Project Manager Jens Brechmann SEO Expert Hamburg Große Elbstraße Hamburg Germany Düsseldorf Schwerinstraße Düsseldorf Germany New York 1407 Broadway New York, NY USA 18