Click & Go! Online Holiday Making April, 2013, Bucharest Agenda - - PowerPoint PPT Presentation

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Click & Go! Online Holiday Making

April, 2013, Bucharest

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Agenda

 Methodology  How do Romanians spend their holidays?  How did their last trip looked like?  Mapping Online the Routes  Some conclusions

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Methodology

Who did we talk to?

600 Internet users, 18-55 y.o., from urban areas

When?

January 2013

How?

Random Online Interviews

Where?

Members of Consumer Panel

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First, some context : How do Romanians spend their holidays?

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68% 53%

20%

Romanians 2012 vacation map

ET 1. During the past 12 months…

Romania or Abroad

ABROAD

People 18-24 y.o. or students who went in Romania are significantly more, compared to the average… …while those 25-34 y.o. or those with high income that went abroad, are more; …and respondents from Bucharest, or those with high education level or full time employees went both ways more than the average has;

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How did their last trip look like?

7 Access to facilities included (massage, sauna, fitness), travel guides local trips, boat/ship trips

Type of services used when in holidays

ET 2. Please think of your last trip/vacation you made in the country. Which of the following best describes the way you purchased these services for that trip/vacation? ET 3. Please think

• f your last trip/vacation you made abroad. Which of the following best describes the way you purchased these services for that trip/vacation?

N*=331 %

83.7 77.9 59.8 48.9 18.4 14.2 8.8 42.9 95.0 80.8 73.3 60.8 66.7 61.7 21.7 45.8

N**=120 %

Romania Holiday Makers Abroad holiday Makers

Significant differences towards Romanian holiday makers (95% level of confidence)

 

*Base: Respondents whose last trip was in the country **Base: Respondents whose last trip was abroad

Meals/ restaurants The accommodation Tickets to museum/concerts/shows Tickets for train/local public transportation Travel insurance The plane tickets Car rental services Other services

     

Ad-hoc local trips, pool/spa access, rentals

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Only from travel agency 10.0% Both directly and from travel agency 46.7% Only directly from providers 41.7% Haven’t used any of these services 1.7% Only from travel agency 4.5% Both directly and from travel agency 18.7% Only directly from providers 71.3% Haven’t used any of these services 5.4%

Services purchased by the supplier type

ET 2. Please think of your last trip/vacation you made in the country. Which of the following best describes the way you purchased these services for that trip/vacation? ET 3. Please think

• f your last trip/vacation you made abroad. Which of the following best describes the way you purchased these services for that trip/vacation?

Significant differences towards Romanian holiday makers (95% level of confidence)

 

*Base: Respondents whose last trip was in the country **Base: Respondents whose last trip was abroad

N*=331 % N**=120 %

Romania Holiday Makers Abroad holiday Makers

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70.5 33.9 29.2 69.8 13.2 50.0

Way to purchase services – DIRECTLY FROM PROVIDERS

ET 4. You said you have purchased a service or more directly from providers when you went last time on vacation in the country. How did you place the order for the purchased services when you went last time on vacation in the country? ET 5.How did you place the order for the purchased services when you went last time on vacation abroad?

N*=298 % N*=106 %

Significant differences towards Romanian holiday makers (95% level of confidence)

 

Face to face By phone Online

*Base: Respondents who purchased services/products directly from providers

 

Romania Holiday Makers Abroad Holiday Makers

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59.7 31.2 18.2 60.3 33.8 19.1

Significant differences towards Romanian holiday makers (95% level of confidence)

 

Face to face By phone Online

Romania Holiday Makers Abroad Holiday Makers

ET 6. You said you have purchased a service or more from a travel agency when you went last time on vacation in the country. How did you place the order for the purchased services when you went last time on vacation in the country? ET 7.How did you place the order for the purchased services when you went last time on vacation abroad? *Base: Respondents who purchased services/products from a travel agency

N*=77 % N*=68 %

Way to purchase services – TRAVEL AGENTS

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Mapping the Routes Online

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Online activities performed in the past 6 months (1)

ET 8. Which of these activities have you done in the past 6 months? *Base: Respondents who had a vacation in the last 12 months

66%

Looked up for information 31%

Read online travel guides, before deciding where to go

55%

Searched comments on forums

30%

Asked for advice on social networks

28%

Bought accommodation

23%

Bought transportation

14%

Bought plane tickets

13%

Bought public transportation

4%

Rented a car

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Online activities performed in the past 6 months (2)

ET 8. Which of these activities have you done in the past 6 months? *Base: Respondents who had a vacation in the last 12 months

15%

Went for a promotion 7%

Last minute

• ffer

4%

A city break

7%

Early booking

13%

Culture

(tickets for museums, shows)

11%

Full package

6%

Travel insurance

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Activities performed online by holiday makers

ET 8. Which of these activities have you done in the past 6 months?

Significant differences towards Romanian holiday makers (95% level of confidence)

 

*Base: Respondents who had a vacation in the last 12 months Those who have been both in Romania and abroad were excluded

50.3 30.6 25.7 22.9 12.8 63.6 27.3 41.6 35.1 9.1

Searched for comments on forums/online communities Asked for advice on social networks Read travel guides, before decide Bought accommodation Bought tickets for local public transportation In Romania holiday Makers Abroad holiday Makers

10.1 5.9 8.7 5.2 4.5 3.1 2.4 2.8 21.9 16.9 27.3 13.0 9.1 10.4 13 5.2 3.9 6.5

Bought tickets to museums/concerts Bought plane tickets Bought a full travel package

• nline

Bought last minute offer Bought early booking offer Bought travel insurance Rented a car during the vacation/holiday Bought a city break offer None of these In Romania holiday Makers Abroad holiday Makers

   

N*=288 N*=770 N*=288 N*=770

% %

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Channels used for holiday related purchases

ET 8. Which of these activities have you done in the past 6 months? ET 9. And from where did you …?

% I have bought…

80.4 75.0 68.1 60.0 60.0 50.0 44.8 35.7 35.3 31.7 13.0 10.7 8.5 26.7 24.0 14.2 27.6 32.1 35.3 48.8 6.5 14.3 23.4 13.3 16.0 35.8 27.6 32.1 29.4 19.5 Directly from the provider's website From online travel agencies From websites where you can compare more offers

N*=46 N*=56 N*=47 N*=15! N*=25! N*=106 N*=29! N*=28! N*=17! N*=41

Tickets for public transportation Plane tickets Tickets to the museums/concerts Rented a car Travel insurance The accommodation A last minute offer An early booking offer A city break offer online A full travel package online

*Base: Respondents who have done this activity in the last month (NORMALIZED DATA) Treat data with caution due to small base size!

Services bought mostly from Online Travel agents

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Enjoy your next holiday!

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