Summer Travel Report 2018

Transcription

1 Summer Travel Report 2018

2 Content Key Takeaways Seasonality Mobile Appendix

3 How did we build up this report? Every day, Criteo records 600TB of shopper data created by the 1.2B monthly active shoppers in our data pool. On the travel side, this means that we can base our analysis on more than three Billion bookings per year across desktop, mobile sites and applications. We have strict rules in terms of leveraging data: in order to protect the privacy of our clients, and for our data to reflect better the market, we only show data where we have at least 10 clients. For more information regarding our analysis methodology, please refer to the end of this presentation. 3

4 Criteo s deep dive into travel data reveals 7 key takeaways: Global trend shows +10% of bookings increase during summer. EMEA region is the most impacted by the Summer fever Compared to families, adult-only travelers fly massively during Summer Mobile adoption varies among regions, but the global share of mobile bookings thrive from June to August Tablet share of bookings is low and flat during all year The less people have adopted Mobile in their consuming habits, the more they will use it during summer Mobile is still growing steadily, especially for Online Travel Agencies. 4

5 Seasonality The summer season accounts for 27% of the yearly bookings worldwide *Source : Criteo Data, worldwide, Online travel agencies and suppliers. Excludes comparators and applications.

6 Global trend shows +10% of bookings increase during summer > 40% 2017 percentage of summer (June/July/August) bookings increase, compared to Q bookings Between 20 and 40% Between 10% and 20% Between 0% and 10% Between -10% and 0% Between -10% and 0% Between -30% and -10% Below -30% No significant data 6 Source : Criteo Data, Worldwide, Online travel agencies and suppliers. Excludes comparators and applications.

7 Global trend shows +10% of bookings increase during summer 2017 percentage of summer (June/July/August) bookings increase, compared to Q bookings Canada +43% United States Brazil Colombia Spain Swizterland United Kingdom Benelux Poland Germany Turkey Scandinavia Italy France South Africa Russian Federation India South Korea Japan Singapore Australia 7 Source : Criteo Data, Worldwide, Online travel agencies and suppliers. Excludes comparators and applications.

8 EMEA is the most impacted by the Summer Fever Monthly bookings evolution compared to Q avg bookings 20% 15% Key Takeaways 10% 5% 0% -5% -10% -15% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec EMEA AMERICA APAC The summer season starts in May in EMEA, Mobile monthly bookings in this region increases by 14% from April to August The peak is softer in the APAC region but still significant, bookings increasing by 8% from May to August Source : Criteo Data, Worldwide, Online travel agencies and suppliers. Excludes comparators and applications. 8

9 Top 5 markets travellers react differently to Summer Monthly bookings evolution compared to Q avg bookings 40,0% 30,0% 20,0% 10,0% 0,0% Key Takeaway Some countries are immune to the summer fever : in the UK and US summer was a contrasted season while Germans favored winter in ,0% -20,0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FR GE JP UK US 9 Source : Criteo Data, Worldwide, Online travel agencies and suppliers. Excludes comparators and applications.

10 In France, Italy and Spain, the Summer season starts in the middle of April 40% Monthly bookings evolution compared to Q avg bookings 30% Key Takeaway 20% 10% 0% -10% -20% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FR IT SP Bookings in these three countries reach a peak during summer: From April to August, number of Monthly bookings increases by 11% in France From April to June, it increases respectively by 15% and 17% in Italy and Spain. Source : Criteo Data, EMEA, Online travel agencies and suppliers. Excludes comparators and applications. 10

11 July is the time to escape European Climate for Northerners 80% Monthly bookings evolution compared to Q avg bookings 60% 40% 20% 0% Key Takeaway July is the hit month in Summer for many cold countries in Europe: Denmark, Finland, Norway, Sweden, Netherlands, Belgium, Austria and Poland. -20% -40% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec AT BN PL SC CH Source : Criteo Data, Worldwide, Online travel agencies and suppliers. Excludes comparators and applications. 11

12 Families enjoy Summer, childless get the most of it 45% Monthly distribution of bookings (from Q2 to Q4 2017) 40% 35% 30% 25% 20% 15% 10% 5% 0% Apr Mai Jun Jul Aug Sep Okt Nov Dez adults only familiy Key Takeaways While Summer accounts for 31% of all families bookings (>1 child), December is still the busiest month of the year with almost 40% of bookings On the other hand, people without children book almost 50% of their flights during the Summer Season *Source : Criteo Data, EMEA, Q2/Q3/Q Online travel agencies and suppliers. Excludes comparators and applications. 12

13 Mobile: The Summer Hit Compared to the rest of the year, the share of mobile bookings increases by 36% during Summer *Share of bookings by device among travel advertisers, worldwide, Excludes apps and comparators.

14 Mobile adoption varies among regions The share of mobile bookings ranges from 30 to 44% Desktop Mobile Tablet 27% North America 6% 24% Europe 6% 70% 3% Best in class North APAC 67% 3% 35% 3% 28% 62% 41% Latin America 70% Middle East 29% 4% 67% 55% Share of bookings by device among travel advertisers, Worldwide, Excludes apps and comparators. North America: 2 countries. Latin America: 7 countries. Europe: 21 countries. Middle East: 8 countries. APAC: 14 countries. South APAC 14

15 But Mobile is the worldwide king during summer Best in class Europe North America North APAC Latin America Middle East South APAC 15 Share of bookings by device among travel advertisers, Worldwide, Excludes apps and comparators. North America: 2 countries. Latin America: 7 countries. Europe: 21 countries. Middle East: 8 countries. APAC: 14 countries.

16 Mobile is your holiday best friend 6% 6% 5% 5% 5% 5% 5% 4% 4% 4% 4% 4% 24% 26% 26% 27% 26% 31% 35% 33% 30% 30% 30% 33% Key Takeaways The share of mobile starts to increase in June and reach its yearly peak in July 71% 69% 69% 68% 69% 64% 60% 63% 66% 66% 66% 62% While Mobile is booming during Summer, Tablet stay flat all year (~5%) Winter is a mobile season as well with a second peak during December janv févr mars avr mai juin juil août sept oct nov déc Desktop Smartphone Tablet *Share of bookings by device among travel advertisers, Worldwide, Excludes apps and comparators. 16

17 Three main regions but a single trend 50% 45% 40% 35% 30% 25% 20% 47% 43% 43% 42% 43% 41% 41% 39% 39% 39% 39% 38% 37% 37% 36% 35% 34% 34% 33% 33% 31% 31% 31% 31% 30% 31% 31% 30% 28% 27% 28% 26% 25% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec EMEA AMERICAS APAC Key Takeaways APAC is the most advanced region in Mobile adoption, this explains why the peak is softer during summer EMEA citizens become mobile addicts during summer, the share of Mobile bookings booming by almost 40% from May to July *Share of Mobile bookings among travel advertisers, Worldwide, Excludes apps and comparators. 17

18 Avg monthly Share of mobile bookings Late Mobile adopters tend to use it extensively during Summer 60% 55% 50% 45% 40% 35% 30% Key Takeaway The less people have adopted Mobile in their consuming habits, the more they will use it during summer 25% 20% 15% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Summer Increase in Mobile Usage Adoption Linéaire (Adoption ) *Share of bookings by device among travel advertisers, Worldwide, Excludes apps and comparators. 18

19 EMEA Deep Dive 60% 50% 40% 30% 20% 10% Key Takeaways FR/SP/IT drive the overall trend with a distinctive peak in July English people have adopted mobile shopping and tend to use mobile more as Americans than Europeans 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec UK IT GE SP FR *Share of bookings by device among travel advertisers, Worldwide, Excludes apps and comparators. 19

20 Mobile: An Industry Deep Dive Mobile accounts for 45% of bookings for OTAs.* *Share of bookings by device among travel advertisers, worldwide, Q Excludes apps and comparators.

21 Online Travel Agencies (OTAs) make the most of mobile bookings* Supplier OTA Smartphone Tablet Desktop 55% 84% 6% 6% 10% 39% *Share of bookings by device among travel advertisers, worldwide, Q Excludes apps and comparators. 21 Key Takeaway As suppliers lag behind, OTAs get the most of mobile bookings

22 Comparison between Q and Q * The gap between OTA and Supplier strengthened during 2017 Smartphone Tablet Desktop Total Mobile Supplier 42% OTA 61% 70% 60% 50% 40% 30% -0,5% 11% 0% 20% 10% 0% -10% -15% -21% -19% -20% -30% *Share of bookings by device among travel advertisers, worldwide, Q / Q Excludes apps and comparators 22 Key Takeaways OTAs grow quicker on Mobile Smartphone is growing steadily and tablet is declining

23 For last minute bookings mobile is a key strategic asset, event for suppliers Share of Mobile Bookings, Days to Travel, By Travel Sub Category 80% 72% 49% 54% 41% 46% 38% 37% 31% 33% 30% 30% 35% 21% 20% 23% 16% 14% 13% 16% Key Takeaway Up to 80% of last minute bookings are made on mobile devices > 3 months 1-3 months 1-4 weeks 1-7 days Air Apartment Hotel Packages <24h Source : Criteo Data, worldwide, Q Online travel agencies and suppliers. Excludes comparators and applications. 23

24 Thank you To learn more about how the Criteo Commerce Marketing Ecosystem drives sales and profits for thousands of brands, retailers, and publishers worldwide, visit criteo.com/about.

25 Appendix

26 Methodology Individual browsing and booking data analyzed: Over 1,800 Travel advertisers globally. More than 3b bookings per year across desktop, mobile sites and applications. 59 countries in North America (2), Latin America (9), Europe (25), Middle East (6), Africa (4) and APAC (14). How can marketers use this data? Benchmark your performance on relevant KPIs for your mobile browser, mobile app and cross-device channels. 26

27 Focus on App Booking on the go? There s an app for that. Apps account for 41% of last-minute traffic.* Source: For travel advertisers who generate bookings on both mobile web and in-app. Criteo, worldwide, Q

28 Focus on Apps Apps help make the difference in transactions. Mobile Web App Desktop Share of Bookings by Environment Share of Bookings by Device 40% 33% 35% 27% *Criteo data, Worldwide, Travel advertisers, Q4 2017, apps included 65% *Criteo data, Worldwide, Travel advertisers, Q4 2017, apps excluded 28 Key Takeaway Travel players with a booking app make 60% of transactions on mobile devices, up from 41% one year ago.

29 Focus on Apps Share of traffic by browsing environment for last-minute bookings Mobile Web App Desktop 11% Key Takeaway 48% 41% of last minute traffic and touchpoints are made on apps. 89% are made on mobile devices. 41% Source: Criteo Data, worldwide, Q Online travel agencies and suppliers with a booking app. Last-minute bookings are made less than 24h before check-in or departure. 29

30 Focus on Apps 20 Share of traffic by browsing environment by number of nights, for hotel players with a shopping app % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Key Takeaways 33% of one-night stays are searched on Applications Mobile Web App Desktop Source: Criteo Data, worldwide, Q Online travel agencies and suppliers with a booking app. 30

31 Focus on Apps Travel Advertisers see much higher conversion rates on apps more than in retail* - and more than ever. Mobile Web App Desktop Travel, Q % 23% 11% Travel, Q % 22% 13% YOY -3pts +1pt -2pts *Criteo Data, worldwide, Q and Q CR = Buyers / Product Page Viewers. Online travel agencies and Travel Suppliers. Excludes comparators. In Q4 2017, the average conversion rate on app for retailers is 17% worldwide, for comparison. 31 Key Takeaway The conversion rate on apps is 5x higher than on mobile web, and the difference keeps growing.

32 Focus on Apps Average Booking Value per browsing environment, when 100 is spent on desktop (index) Mobile Web App Desktop Key Takeaway App remains behind desktop in terms of average booking value, but it sees slightly more booking dollars per transaction than mobile web. Source: Criteo Data, worldwide, Q Online travel agencies and Travel Suppliers. Excludes comparators. 32