L'impact du Web dans l'industrie du voyage

E - T R AV E L I N GV O YA G E R E N U N C L I C

YA S M I N E AY O U C H E

P L A N D E L A P R É S E N TAT I O N

• L’évolution de la réservation en ligne

• La situation actuelle

• Les grands joueurs et leur modèle d’affaires

• Le consommateur

• Les pratiques marketing dans l’industrie

• Les tendances à venir

L’ É V O L U T I O N D E L A R É S E R VAT I O N E N L I G N E

Sources : https://www.thomascook.com/thomas-cook-history/key-dates/ http://www.aeroweb-fr.net/histoire/1919 http://www.cbsnews.com/news/sabre-makes-the-wrong-choice-by-removing-american-airlines/ http://www.expediainc.com/about/history/http://www.booking.com/content/about.en-gb.html?aid=356994;label=gog235jc-content-XX-about-XX-unspec-ca-com-L%3Aen-O%3AosSx-B%3Asafari-N%3AXX-S%3Abo-U%3AXX;sid=3d8afc257b535047dddffe64dc5e55d5

L A S I T U AT I O N A C T U E L L E

Sources: http://www.websitemagazine.com/content/blogs/posts/archive/2015/07/22/5-digital-trends-impacting-the-travel-industry.aspx (2015)http://www.tourmag.com/L-industrie-du-voyage-itineraire-d-une-revolution-digitale-reussie_a76857.html (2015)

• Le libre-service sur Internet

• La personnalisation

• L'amplification sociale

• Le mobile omniprésent

• L’expérience digitale optimisée

L E S G R A N D S J O U E U R S E T L E U R M O D È L E D ’ A F FA I R E S

Source : http://totalaccess.emarketer.com/Chart.aspx?R=168604&dsNav=Ntk:relevance%7ctop+3+retail+sites%7c1%7c,Ro:-1,N:405-407-406,Nr:NOT(Type%3aComparative+Estimate) (2014) http://totalaccess.emarketer.com/Chart.aspx?R=19437&dsNav=Ntk:relevance%7ctravel+websites%7c1%7c,Ro:2,Nr:NOT(Type%3aComparative+Estimate) (2016)

L E S G R A N D S J O U E U R S

L E S M O D È L E S D ’ A F FA I R E S

• Agence de voyage en ligne (OTA) : Sites Web qui offrent une plateforme de shopping de voyages et une possibilité de réserver en ligne.

• Ex : Expedia, Booking.com, Priceline, Hotels.com, Travelocity et Orbitz

• Méta-recherche : Plate-forme sur laquelle la recherche est réalisée pour nous. Les résultats pertinents de toutes les agences de voyages en ligne sont présentés pour qu’on compare les meilleurs prix.

• Ex : Trivago, Kayak et TripAdvisor

Source : https://www.sabre.com/insights/metasearch-and-online-travel-agencies-how-the-relationship-is-evolving/

L E S M O D È L E S D ’ A F FA I R E S

Contrat entre les agences de voyage en ligne et les hôtels pour vendre aux consommateurs un nombre x de chambres.

Expedia

Les agences de voyage en ligne retirent une commission pour chaque vente de chambre sur son site.

Booking.com et Expedia

M O D È L E D ’ I N T E R M É D I A I R E

M O D È L E M A R C H A N D

Source : http://marketrealist.com/2014/05/expedia-move-etp/ (2014)http://www.investopedia.com/articles/investing/080315/how-expedia-makes-money.asp (2015)

E T G O O G L E ?

Objectif : Offrir la meilleure réponse au consommateur, et ce, le plus rapidement possible.

• Comparateurs : Flight Search et Hotel Finder

• Applications (2016) : Google Trips, Google Allo

Place à la compétition ?

L E C O N S O M M AT E U R

D É M O G R A P H I Q U E S

Sources : http://totalaccess.emarketer.com/Chart.aspx?R=188154&dsNav=Ntk:relevance%7cdemographics%7c1%7c,Ro:0,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate)

% of total

Demographic Profile of Leisure Travelers in NorthAmerica, Q1 2016

GenderFemale 70.0%

Male 30.0%

Age18-252.6%

26-35 10.1%

36-45 19.5%

46-55 28.7%

56-65 24.8%

65+ 14.4%

Note: who traveled for leisure in the past 12 months; numbers may not addup to 100% due to roundingSource: Fuel, "2016 Leisure Travel Trends: What Smart Hotels Need toKnow," March 3, 2016207080 www.eMarketer.com

% of respondents in each group

Important Factors When Booking AccommodationAccording to Digital Travel Researchers Worldwide,by Generation, Oct 2015

Millennials Gen X Baby boomers Total

Price ofaccommodation

94% 93% 90% 93%

Ratings onreview site

89% 88% 84% 88%

Online reviewsand posts onTripAdvisor

86% 86% 81% 86%

Proximity to keyattractions

88% 80% 75% 82%

Photos/videosposted online

85% 79% 67% 79%

Proximity totransportoptions

86% 76% 69% 78%

Previousexperience

77% 76% 76% 76%

Accommodationamenities

80% 76% 69% 76%

Proximity todining options

78% 75% 72% 75%

Online posts toother reviewsites

74% 68% 55% 68%

Note: millennials ages 18-34; Gen X ages 35-64; baby boomers ages 65+;who researched travel plans digitally in the past year; for their most recentvacationSource: TripAdvisor, "TripBarometer Travel Trends 2016" conducted byIpsos, Dec 14, 2015202236 www.eMarketer.com

FA C T E U R S Q U I I N F L U E N C E N T L E S R É S E R VAT I O N S E N L I G N E

Source : http://totalaccess.emarketer.com/Chart.aspx?R=183310&dsNav=Ntk:relevance%7cfactors%7c1%7c,Ro:7,N:980,Nr:NOT(Type%3aComparative+Estimate) (2015)http://www.ipsos.fr/sites/default/files/doc_associe/tripbarometer_ipsos_tripadvisor_dec2015.pdf

L E S 4 P H A S E S D E L A R E C H E R C H E

Source : https://www.thinkwithgoogle.com/infographics/travel-trends-how-canadians-get-away-from-it-all.html (2016)

P H A S E D U R Ê V E

P H A S E D E P L A N I F I C AT I O N

P H A S E D E R É S E R VAT I O N

P H A S E : V I V R E D E S M O M E N T S

P R AT I Q U E S M A R K E T I N G

Q U A L I T É D E S S I T E S W E B

• Facilité d’utilisation et ergonomie du site

• Qualité et quantité d’information

• Design et esthétique

• Personnalisation

• Sécurité

AV E Z - V O U S U N E I D É E D U TA U X D ’ A B A N D O N D E PA N I E R S E N L I G N E D A N S L’ I N D U S T R I E D U

V O YA G E ?

E X P É R I E N C E W E B

Sources: http://totalaccess.emarketer.com/Chart.aspx?R=195501&dsNav=Ntk:relevance%7ccart+abandonment%7c1%7c,Ro:-1,N:980,Nr:NOT(Type%3aComparative+Estimate) (2016)http://totalaccess.emarketer.com/Chart.aspx?R=175745&dsNav=Ntk:relevance%7ctravel+websites%7c1%7c,Ro:18,N:405-407-406,Nr:NOT(Type%3aComparative+Estimate) (2015)

Digital Shopping Cart Abandonment Rate for theFashion, Retail and Travel Industries Worldwide, Q2 2016

Travel 80.1%

Retail 74.6%

Fashion 68.8%

Note: represents activity among SaleCycle clients, broader industry metricsmay varySource: SaleCycle, "The Remarketing Report - Q2 2016" as cited incompany blog, July 18, 2016214427 www.eMarketer.com

TA U X D E C O N V E R S I O N

Sources : Skift and Boxever. Travel tech trends that will make 2016 a great year to get out of town. Digitaltrends.com, (2015).

M A R K E T I N G D E F I D É L I S AT I O N

• Présentement, les agences de voyages en ligne misent sur les programmes à rabais.

• Expedia Rewards : Jusqu’à 2 points pour chaque $1 USD dépensé.

• Hotels.com Rewards : Collectez 10 nuits, gagnez en 1 !

• Air Canada : Programme Aeroplan

Sources : https://www.aircanada.com/en/aeroplan/https://www.expedia.ca/rewards/howitworks https://ca.hotels.com/hotel-rewards-pillar/hotelscomrewards.html

M O B I L E

• Quelques données :

• Le comportement en ligne des voyageurs : Les consommateurs naviguent sur plusieurs appareils avant de conclure leurs achats en ligne.

• L’importance accrue des applications mobiles: Les consommateurs passent 80% de leur temps sur des applications lorsqu’ils utilisent leur téléphone. Les taux de conversion sur applications sont supérieurs à ceux sur ordinateur et sur navigateurs mobiles.

Sources :http://totalaccess.emarketer.com/Chart.aspx?R=190131&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:10,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016)http://totalaccess.emarketer.com/Chart.aspx?R=190125&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:12,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016)Smith, J. [jamessmith]. (2015, Novembre 10). How Mobile is Disrupting the Travel Industry at Skift Global Forum [Video file]. Retrieved from https://www.youtube.com/watch?v=XmlESFN0E1w

millions, % change and % of digital travel bookersUS Mobile Travel Bookers, 2014-2020

2014

38.344.1%

35.9%

2015

48.5

26.7%

43.8%

2016

59.3

22.3%

51.8%

2017

69.9

17.9%

59.2%

2018

78.4

12.1%

64.8%

2019

86.4

10.3%

69.8%

2020

92.8

7.4%

73.9%

Mobile travel bookers% change % of digital travel bookers

Note: ages 18+; mobile device users who have booked travel via mobiledevice at least once during the calendar yearSource: eMarketer, May 2016209057 www.eMarketer.com

millions, % change and % of digital travel researchersUS Mobile Travel Researchers, 2014-2020

2014

66.6

28.8%

51.6%

2015

83.8

25.9%

62.6%

2016

101.0

20.5%

73.0%

2017

113.4

12.2%

79.7%

2018

122.8

8.3%

84.3%

2019

131.4

7.1%

88.3%

2020

138.5

5.4%

91.7%

Mobile travel researchers% change % of digital travel researchers

Note: ages 18+; mobile device users who have researched travelinformation via mobile device at least once during the calendar year butdid not necessarily bookSource: eMarketer, May 2016209051 www.eMarketer.com

E - M A I L M A R K E T I N G

Sources : Experian Marketing Services, Q2 2016 Email Benchmark Report (25 aout 2016) http://totalaccess.emarketer.com/Chart.aspx?R=196717&dsNav=Ntk:relevance%7cemail+marketing%7c1%7c,Ro:0,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016)

Stratégies

• Qualité des données

• Médias sociaux

• Compte à rebours

• Personnalisation

• Plans de rétention

R É S E A U X S O C I A U X

Sources : https://skift.com/2016/09/09/travel-brands-are-spending-more-to-advertise-on-social-media/

Vidéos Liens

Galeries d’images

Storytelling (engager, divertir)

Actualité, Partage de

l’information

Images Inspiration Découverte

**Les publicités sur les réseaux sociaux ne doivent pas présenter une approche trop commerciale, mais simplement présenter un

contenu pour engager le consommateur et le divertir.**

T E N D A N C E S À V E N I R

T E N D A N C E S À L’ H O R I Z O N

1. Les passeports sur Cloud

2. La réalité virtuelle pour vivre une visite guidée dans un contexte virtuel

3. Les agents de voyages virtuels auxquels on communique nos préférences et eux, font la recherche du voyage idéal à notre place

4. L’automatisation pour remplacer les contacts humains (hôtel Henn-na au Japon)

Sources : http://www.digitaltrends.com/mobile/tech-trends-shaping-the-future-of-travel/ (2016)http://www.selligent.com/blog/news/infographic-digital-transformation-in-the-travel-industry?swl=en (2016)

M E R C I !

B I B L I O G R A P H I E• http://totalaccess.emarketer.com/Chart.aspx?R=168604&dsNav=Ntk:relevance%7ctop+3+retail+sites%7c1%7c,Ro:-1,N:

405-407-406,Nr:NOT(Type%3aComparative+Estimate)

• http://totalaccess.emarketer.com/Chart.aspx?R=194307&dsNav=Ntk:relevance%7ctravel+websites%7c1%7c,Ro:2,Nr:NOT(Type%3aComparative+Estimate)

• http://totalaccess.emarketer.com/Chart.aspx?R=188154&dsNav=Ntk:relevance%7cdemographics%7c1%7c,Ro:0,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate)

• http://totalaccess.emarketer.com/Chart.aspx?R=183310&dsNav=Ntk:relevance%7cfactors%7c1%7c,Ro:7,N:980,Nr:NOT(Type%3aComparative+Estimate)

• http://totalaccess.emarketer.com/Chart.aspx?R=188154&dsNav=Ntk:relevance%7cdemographics%7c1%7c,Ro:0,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate)

• http://totalaccess.emarketer.com/Chart.aspx?R=195501&dsNav=Ntk:relevance%7ccart+abandonment%7c1%7c,Ro:-1,N:980,Nr:NOT(Type%3aComparative+Estimate)

• :http://totalaccess.emarketer.com/Chart.aspx?R=190131&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:10,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate) (2016)

• http://totalaccess.emarketer.com/Chart.aspx?R=190125&dsNav=Ntk:relevance%7cmobile+travel%7c1%7c,Ro:12,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate)

• http://totalaccess.emarketer.com/Chart.aspx?R=196717&dsNav=Ntk:relevance%7cemail+marketing%7c1%7c,Ro:0,N:405-407-406-980,Nr:NOT(Type%3aComparative+Estimate)

• Smith, J. [jamessmith]. (2015, Novembre 10). How Mobile is Disrupting the Travel Industry at Skift Global Forum [Video file]. Retrieved from https://www.youtube.com/watch?v=XmlESFN0E1w

• https://www.tnooz.com/article/a-brief-history-of-travel-technology-from-its-evolution-to-looking-at-the-future/

B I B L I O G R A P H I E• http://marketrealist.com/2014/05/expedia-move-etp/

• http://www.investopedia.com/articles/investing/080315/how-expedia-makes-money.asp

• https://www.thomascook.com/thomas-cook-history/key-dates/

• http://www.aeroweb-fr.net/histoire/1919

• http://www.cbsnews.com/news/sabre-makes-the-wrong-choice-by-removing-american-airlines/

• http://www.expediainc.com/about/history/

• http://www.booking.com/content/about.en-gb.html?aid=356994;label=gog235jc-content-XX-about-XX-unspec-ca-com-L%3Aen-O%3AosSx-B%3Asafari-N%3AXX-S%3Abo-U%3AXX;sid=3d8afc257b535047dddffe64dc5e55d5

• http://www.websitemagazine.com/content/blogs/posts/archive/2015/07/22/5-digital-trends-impacting-the-travel-industry.aspx (2015)

• http://www.tourmag.com/L-industrie-du-voyage-itineraire-d-une-revolution-digitale-reussie_a76857.html (2015)

• https://www.sabre.com/insights/metasearch-and-online-travel-agencies-how-the-relationship-is-evolving/

• https://www.thinkwithgoogle.com/infographics/travel-trends-how-canadians-get-away-from-it-all.html

• Skift and Boxever. Travel tech trends that will make 2016 a great year to get out of town. Digitaltrends.com, (2015).

• https://www.aircanada.com/en/aeroplan/

• https://www.expedia.ca/rewards/howitworks

• https://ca.hotels.com/hotel-rewards-pillar/hotelscomrewards.html

• https://skift.com/2016/09/09/travel-brands-are-spending-more-to-advertise-on-social-media/

• http://www.digitaltrends.com/mobile/tech-trends-shaping-the-future-of-travel/