MarkMonitor Online Barometer Global Travel Booking Survey 2016 Overview This MarkMonitor Online Barometer reports fndings from a global travel booking survey that analysed consumer behaviour in the travel arena — specifcally around booking trips online, and the risks posed by counterfeiters and online fraudsters to travellers and travel brands. REPORTMarkMonitor Online Barometer Table of Contents Executive Summary .... 3 Key Findings ..... 4 The Ease of Booking Travel Online ... 6 The Reasons People Book Online6 Online Booking Behaviour .......... 7 Booking Discrepancies, Bad Experiences and the Power of the Review9 Reacting to a Bad Experience .... 10 The Prevalence of Fraud ........... 10 Consumers Choose Genuine Products Over Cheap Knock Ofs11 Keeping It Real . 12 Travel and Digital Content ........ 12 Conclusion ...... 14 Methodology .. 15MarkMonitor Online Barometer Executive Summary The global travel and tourism market is highly proftable and has exhibited steady growth over the last few years. According to Statista1, the direct contribution that travel has made to the worldwide economy stands at $2.23 trillion. The growth forecast is equally impressive, with an annual rate of nearly four percent predicted for the next ten years2. To put that into perspective, the industry is actually larger than the worldwide chemicals and automotive manufacturing markets, and represents nearly 3.1 percent of global gross domestic product (GDP)2. For the northern hemisphere summer is the peak holiday season. During July and August airports, resorts and tourist destinations plan their operations to accommodate the huge infux of travellers. Throughout the last few decades, the desire of tourists to get the most out of the annual summer getaway has never waned. However, the ways in which these travel experiences are booked has shifted signifcantly. The days of sitting down at a travel agent’s desk have become a distant memory, booking online and travel apps are now the order of the day. Consumer behaviour has evolved, driven by market trends such as the ease of browsing and booking on the Internet, DIY travel and increased confdence in mobile bookings3. This report focuses on consumer behaviour in the travel arena — specifcally around booking trips online, and the associated actions, including shopping for holiday-related products and entertainment, that occur after booking. We commissioned Opinium, a leading research agency, to conduct a global survey of customers that book their travel online. Overall, 3,257 respondents from eight countries, aged 18 and above, made up the sample. Online interviews were carried out in the U.K., U.S., Denmark, France, Germany, Italy, Spain and Netherlands, between 23 March and 1 April 2016. 1 “Economic contribution of travel and tourism to GDP worldwide 2015,” The Statistics Portal, 2015. statista/ statistics/233223/travel-and-tourism--total-economic-contribution-worldwide/ 2 Benchmark Report – Global Sector, “Benchmarking Travel&Tourism: How does Travel&Tourism compare to other sectors” World Travel & Tourism Council, May 2015. wttc/-/media/fles/reports/benchmark%20reports/regional%20results%202015/global%20 benchmarking%20report%202015.pdf3 Fitzpatrick, Kate. “Travel&Technology: Digital Trends for the Travel Industry in 2015 and Beyond,” e3, 2015. e3.co.uk/~/media/fles/pdfs/travel_trends_whitepaper_2015.ashxMarkMonitor Online Barometer Key Findings 1. Consumer confdence in booking travel online is sky-high The survey revealed that the majority of respondents (just over two- thirds) only used the Internet to book. This fgure was highest in the 18 to 34 age category — the generation of so-called Millennials or digital natives4, who are completely at ease with technology as a result of being the frst generation to efectively grow up with the Internet. While 64 percent of the total sample said they booked by navigating directly to airline, hotel or car hire sites, 50 percent indicated they also used comparison or aggregator sites. 2. Not all online travel plans meet expectations A number of consumers in the study had negative experiences when booking travel online. Seven out of every 100 people reported their fnal plans had fallen short of their expectations — particularly when it came to accommodation, car hire and fights. Overwhelmingly, 42 percent said they posted a negative review following this experience, while 40 percent also tried to get their money back. Interestingly, only 32 percent said they had followed a more formal complaint procedure via an ofcial licensing body or trade association. The research also found that following the negative travel experience, a high proportion of respondents (37 percent) said their credit card or debit card details were misused or stolen. 3. Consumers want genuine products when bargain hunting 4 Haughn, Matthew. “Millennials (Millennial generation,” Whatis, January, 2015. whatis.techtarget/defnition/millennials- millennial-generation 37 percent of respondents who had a negative experience with their travel plans also said their credit card or debit card details were misused or stolen. 37% 68 percent of consumers only book online Seven out of every 100 consumers have booked travel online that didn’t work out as anticipated Three quarters of respondents use the Internet to search for bargains before embarking on their travels 。。。。。。以上简介无排版格式，详细内容请下载查看