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© 2010 Forrester Research, Inc. Reproduction Prohibited 1.

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1 © 2010 Forrester Research, Inc. Reproduction Prohibited 1

2 2 © 2009 Forrester Research, Inc. Reproduction Prohibited Engaging Travelers In “Not as Bad” Times Diane Clarkson, Analyst October 1, 2010

3 © 2010 Forrester Research, Inc. Reproduction Prohibited 3

4 4 The things we fear most in organizations — fluctuations, disturbances, imbalances — are the primary sources of creativity.” Margaret J. Wheatley President Emeritus of The Berkana Institute

5 © 2010 Forrester Research, Inc. Reproduction Prohibited 5 Agenda  Update on the economy and travel industry  The role the Web and technology plays in travel planning  Five ways to ensure successful digital engagement

6 © 2010 Forrester Research, Inc. Reproduction Prohibited 6 © 2009 Forrester Research, Inc. Reproduction Prohibited Update on the economy and the travel industry

7 © 2010 Forrester Research, Inc. Reproduction Prohibited 7 Travelers remain financially cautious but there are hints of optimism

8 © 2010 Forrester Research, Inc. Reproduction Prohibited 8 Compared to 2008, US online travelers are... More likely to buy products only on sale 53% 45% More likely to shop at discount stores 38% Use credit/debit cards less to buy products 45% Use coupons more now to buy products Source: North American Technographics® Travel Online Survey, Q4 2009 Base: US online leisure travelers

9 © 2010 Forrester Research, Inc. Reproduction Prohibited 9 Travelers remain steadfast in their budget-focused ways Base: US online leisure travelers Source: North American Technographics® Travel Online Survey, Q1 2008; North American Technographics® Travel Online Survey, Q1 2009; North American Technographics® Travel Online Survey, Q1 2010 Percent who agree with the following statements (answer 4 or 5 on 5-point scale)

10 © 2010 Forrester Research, Inc. Reproduction Prohibited 10 Leisure travelers say value, reliability, and experience are equally important to price May 2010 “Why Travel eBusiness Misses The Mark By Only Emphasizing Price”

11 © 2010 Forrester Research, Inc. Reproduction Prohibited 11 We’re starting to see signs of life from travelers focused on quality Base: US online leisure travelers Source: North American Technographics ® Travel Online Survey, Q1 2010; North American Technographics ® Travel Online Survey, Q1 2009, North American Technographics ® Travel Online Survey, Q1 2008; North American Technographics ® Travel Online Survey, Q2 2007 Percent who agree with the following statements (answer 4 or 5 on 5-point scale)

12 © 2010 Forrester Research, Inc. Reproduction Prohibited 12 Today's new frugality is evolving into neoFrugal Chic  Saving as a point of pride  Every major purchase is heavily researched and considered  Travel as a reward, not an entitlement Source: Google Images

13 © 2010 Forrester Research, Inc. Reproduction Prohibited 13 © 2009 Forrester Research, Inc. Reproduction Prohibited The role the Web and technology plays in travel planning

14 © 2010 Forrester Research, Inc. Reproduction Prohibited 14 © 2009 Forrester Research, Inc. Reproduction Prohibited Extensive consumer online adoption makes digital strategy mandatory Base: US households Source: The State Of Consumers And Technology: Benchmark 2009, US

15 © 2010 Forrester Research, Inc. Reproduction Prohibited 15 January 2010 “US Online Leisure Travel Forecast, 2009 To 2014: The Plateau Is In Sight” 3 out of 5 US online leisure travelers buy at least some travel online

16 © 2010 Forrester Research, Inc. Reproduction Prohibited 16 Travelers rely most on broad-based information providers to plan their trips (multiple responses accepted) Base: US online leisure travelers who research travel online “Which type of Web site(s) did you use to research LEISURE/PERSONAL travel?” 1 in 5 use CVB sites Source: North American Technographics ® Travel & Automotive Online Survey, Q4 2009

17 © 2010 Forrester Research, Inc. Reproduction Prohibited 17 © 2009 Forrester Research, Inc. Reproduction Prohibited To book, leisure travelers focus on OTA and brand Web sites Base: US online leisure travel Bookers (multiple responses accepted) “Which of the following have you used to actually book LEISURE/PERSONAL travel in the PAST 12 MONTHS?” Source: North American Technographics ® Travel & Automotive Online Study, Q4 2009

18 © 2010 Forrester Research, Inc. Reproduction Prohibited 18 Source: Forrester’s North American Technographics ® Benchmark Survey, 2009 The way we consume media is changing  18-43 year olds spend more time online than watching TV  Nearly half of Gen X and Gen Y were watching TV and using a computer  Entertainment, research and purchase can occur on many screens  Half of consumers trust ratings and reviews as a source of information

19 © 2010 Forrester Research, Inc. Reproduction Prohibited 19 2 billion 212 million >30 million 400 million 150 million New “media” has mass appeal Source: comScore, February 2010; YouTube,5/5/2010; FacebookInside company blog,2/1/2010; allfacebook.com

20 © 2010 Forrester Research, Inc. Reproduction Prohibited 20 The social groundswell is growing Source: January 15, 2010, “Introducing The New Social Technographics ® ” Forrester report Creators - 13% Conversationalists - 33% Critics - 19% Collectors - 15% Joiners - 19% Spectators -33% Inactives - 52% Creators - 24% Critics - 37% Collectors - 20% Joiners - 59% Spectators -70% Inactives -17% 83% Social Technographics ®

21 © 2010 Forrester Research, Inc. Reproduction Prohibited 21 24% more US leisure travelers participate in social media in 2010 than 2008 Base: US online leisure travelers Source: Forrester’s North American Technographics ® Travel Online Studies, Q1 2010, Q1 2009, and Q1 2008

22 © 2010 Forrester Research, Inc. Reproduction Prohibited 22 Data chart on how leisure travelers are using social media to research travel

23 © 2010 Forrester Research, Inc. Reproduction Prohibited 23 © 2009 Forrester Research, Inc. Reproduction Prohibited Six in 10 leisure travelers are technology optimists Base: US online leisure travelers Source: North American Technographics® Travel & Automotive Online Survey, Q4 2009 Percent who agree with the following statements “Technology is important to me” 41% Six in 10 leisure travelers are technology optimists “Technology is important to me” 41% “I like technology” 48%

24 © 2010 Forrester Research, Inc. Reproduction Prohibited 24 Travelers can experience destinations before they go – making sure they’re getting their money’s worth  Technology like Google’s Street View Trike revolutionizes travel planning: –Parks & Trails –Theme Parks & Zoos –Landmarks

25 © 2010 Forrester Research, Inc. Reproduction Prohibited 25 Source: North American Technographics ® Travel, Q1 2009, Base: US online travelers 9% of US online leisure travelers have watched video content online specifically about travel

26 © 2010 Forrester Research, Inc. Reproduction Prohibited 26 Devices are evolving – it’s time to rethink mobile

27 © 2010 Forrester Research, Inc. Reproduction Prohibited 27 Substantial year-over-year increase in Smartphone ownership among US travelers Percent of travelers who own a Smartphone Base: US online business and leisure travelers Source: Forrester’s North American Technographics ® Travel Online Study, Q1 2010 and Q1 2009

28 © 2010 Forrester Research, Inc. Reproduction Prohibited 28 There are over 9,300 travel iPhone apps Source: Mobclix, Apple iTunes, Morgan Stanley Research, Data as of 4/2010

29 © 2010 Forrester Research, Inc. Reproduction Prohibited 29 One in 10 leisure travelers have downloaded a travel- related mobile app in the past year Weather apps: 59% Nearby restaurants & movies apps: 39% City guide apps: 18% Hotel, flight, and travel deals apps: 18% “Which of the following types of travel-related apps (free or paid) have you downloaded to your cell phone in the LAST 12 MONTHS?” Source: Forrester’s North American Technographics ® Travel Online Survey, Q1 2010 (multiple responses accepted) Base: US online leisure travelers who own a cell phone and have downloaded a travel app

30 © 2010 Forrester Research, Inc. Reproduction Prohibited 30 © 2009 Forrester Research, Inc. Reproduction Prohibited Five ways to ensure successful digital engagement

31 © 2010 Forrester Research, Inc. Reproduction Prohibited 31 5 ways to ensure successful digital engagement 1.Provide relevant online information 2.Leverage social media and sharing 3.Gain customer insight 4.Include mobile in your strategy 5.Meet your customers’ desires for customer service options 1.Provide relevant online information 2.Leverage social media and sharing 3.Gain customer insight 4.Include mobile in your strategy 5.Meet your customers’ desires for customer service options

32 © 2010 Forrester Research, Inc. Reproduction Prohibited 32 Make sure relevant content is easy to find Percent who cite the following as having a positive impact when making leisure travel booking decisions Base: US online leisure travelers Source: Forrester’s North American Technographics ® Travel And Automotive Online Survey, Q4 2009

33 © 2010 Forrester Research, Inc. Reproduction Prohibited 33 © 2009 Forrester Research, Inc. Reproduction Prohibited Fix simple online content snafus Base: US online leisure travelers who have experienced problems booking travel online, (multiple responses accepted) “Which of the following problems have you experienced when booking LEISURE travel online in the PAST 12 MONTHS?” Source: North American Technographics ® Travel & Automotive Online Study, Q4 2009

34 © 2010 Forrester Research, Inc. Reproduction Prohibited 34 Make sure your search ad/result takes users to the relevant page on your Web site

35 © 2010 Forrester Research, Inc. Reproduction Prohibited 35 5 ways to ensure a successful digital strategy 1.Provide relevant online information 2.Leverage social media and sharing 3.Gain customer insight 4.Include mobile in your strategy 5.Meet your customers’ desires for customer service options

36 © 2010 Forrester Research, Inc. Reproduction Prohibited 36 Use the POST methodology to determine the right social media P O S T People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use

37 © 2010 Forrester Research, Inc. Reproduction Prohibited 37 Make it easy for people to share info about you with their friends

38 © 2010 Forrester Research, Inc. Reproduction Prohibited 38 Cross promote your social efforts

39 © 2010 Forrester Research, Inc. Reproduction Prohibited 39 Make it easy for people to follow deals and specials

40 © 2010 Forrester Research, Inc. Reproduction Prohibited 40 Social media can help bring people to your site and extend your presence

41 © 2010 Forrester Research, Inc. Reproduction Prohibited 41 5 ways to ensure a successful digital strategy 1.Provide relevant online information 2.Leverage social media and sharing 3.Gain customer insight 4.Include mobile in your strategy 5.Meet your customers’ desires for customer service options

42 © 2010 Forrester Research, Inc. Reproduction Prohibited 42 Travelers are comfortable sharing basic information "Please select the personal information from the list below that you would be willing to share with travel companies in order to receive promotions and offers relevant to your travel preferences." Source: Forrester’s North American Technographics ® Travel & Automotive Online Survey, Q4 2009 Base: US online leisure travelers

43 © 2010 Forrester Research, Inc. Reproduction Prohibited 43 Collect the information that makes most sense for your business

44 © 2010 Forrester Research, Inc. Reproduction Prohibited 44 JetBlue loyalty members are asked travel behavioral and personal interest questions

45 © 2010 Forrester Research, Inc. Reproduction Prohibited 45 5 ways to ensure a successful digital strategy 1.Provide relevant online information 2.Leverage social media and sharing 3.Gain customer insight 4.Include mobile in your strategy 5.Meet your customers’ desires for customer service options

46 © 2010 Forrester Research, Inc. Reproduction Prohibited 46 Mobile content becomes increasingly important  Immediacy –Phone number –Address –Directions –Operating hours  Simplicity  Context

47 © 2010 Forrester Research, Inc. Reproduction Prohibited 47 Which is rated best overall? Which is rated best by people in your network? Which offers best-rated service? Which is cleanest? Consumers can connect almost anywhere at anytime

48 © 2010 Forrester Research, Inc. Reproduction Prohibited 48 Small brands still need a mobile strategy

49 © 2010 Forrester Research, Inc. Reproduction Prohibited 49 Text deals and information  “What time can we expect you?”  “We’re getting your room ready – is there anything we can do to make your stay more comfortable?”  “Want to get away this weekend? $89 per night deals!”

50 © 2010 Forrester Research, Inc. Reproduction Prohibited 50 5 ways to ensure a successful digital strategy 1.Provide relevant online information 2.Leverage social media and sharing 3.Gain customer insight 4.Include mobile in your strategy 5.Meet your customers’ desires for customer service options

51 © 2010 Forrester Research, Inc. Reproduction Prohibited 51 Data chart re: customer service channels used and desired among travelers

52 © 2009 Forrester Research, Inc. Reproduction Prohibited Thank you Diane Clarkson dclarkson@forrester.com Twitter: http://twitter.com/diane_clarkson Blog: http://blogs.forrester.com/ebusiness_strategy/diane_clarkson/index.html www.forrester.com

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