1 Click & Go! Online Holiday Making April, 2013, Bucharest
Agenda 2 Methodology How do Romanians spend their holidays? How did their last trip looked like? Mapping Online the Routes Some conclusions
Methodology 3 How? Where? When? Who did we talk to? Random Members of January 600 Internet Online 2013 users, Interviews 18-55 y.o., from urban areas Consumer Panel
4 First, some context : How do Romanians spend their holidays?
Romanians 2012 vacation map 5 53% 20% ABROAD Romania or People 18-24 y.o. or students …while those 25-34 y.o. or those Abroad who went in Romania are with high income that went significantly more , compared to abroad , are more; 68% the average… …and respondents from Bucharest , or those with high education level or full time employees went both ways ET 1. During the past 12 months … more than the average has;
6 How did their last trip look like?
Type of services used when in holidays 7 Romania Holiday Abroad holiday Makers Makers N*=331 N**=120 % % Meals/ restaurants 83.7 95.0 The accommodation 77.9 80.8 Tickets to 59.8 73.3 museum/concerts/shows Tickets for train/local 48.9 60.8 public transportation Travel insurance 18.4 66.7 The plane tickets 14.2 61.7 Ad-hoc local trips, pool/spa access, rentals Access to facilities Car rental services 8.8 21.7 included (massage, sauna, fitness), travel guides Other services 42.9 45.8 local trips, boat/ship trips *Base: Respondents whose last trip was in the country **Base: Respondents whose last trip was abroad 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 of 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)
Services purchased by the supplier type 8 Romania Holiday Abroad holiday Makers Makers N**=120 N*=331 % % Haven’t Haven’t Only from used any of Only from used any of travel these travel these agency services agency services 10.0% 1.7% 4.5% 5.4% Both directly and Only from travel directly agency from 18.7% providers 41.7% Both Only directly and directly from travel from agency providers 46.7% 71.3% *Base: Respondents whose last trip was in the country **Base: Respondents whose last trip was abroad 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 of 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)
Way to purchase services – DIRECTLY FROM PROVIDERS 9 Romania Holiday Abroad Holiday Makers Makers N*=298 N*=106 % % Face to face 70.5 69.8 By phone 33.9 13.2 Online 29.2 50.0 *Base: Respondents who purchased services/products 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? Significant differences towards Romanian holiday makers (95% level of confidence)
Way to purchase services – TRAVEL AGENTS 10 Romania Holiday Abroad Holiday Makers Makers N*=77 N*=68 % % Face to face 59.7 60.3 By phone 31.2 33.8 Online 18.2 19.1 *Base: Respondents who purchased services/products from a travel agency 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? Significant differences towards Romanian holiday makers (95% level of confidence)
11 Mapping the Routes Online
Online activities performed in the past 6 months (1) 12 28% 66% Bought Looked up for accommodation information 23% Bought transportation 31% 30% 55% Read online travel Asked for Searched guides, before advice on social comments on deciding where to go networks forums 14% 13% 4% Bought plane Bought public Rented a car tickets transportation *Base: Respondents who had a vacation in the last 12 months ET 8. Which of these activities have you done in the past 6 months?
Online activities performed in the past 6 months (2) 13 13% 15% Culture Went for a (tickets for museums, promotion shows) 11% Full package 6% 7% 7% 4% Last minute Early booking A city break Travel offer insurance *Base: Respondents who had a vacation in the last 12 months ET 8. Which of these activities have you done in the past 6 months?
Activities performed online by holiday makers 14 N*=288 In Romania holiday Makers N*=288 In Romania holiday Makers N*=770 N*=770 Abroad holiday Makers Abroad holiday Makers % % 10.1 Bought tickets to 50.3 Searched for comments on museums/concerts 16.9 forums/online communities 63.6 5.9 Bought plane tickets 27.3 30.6 8.7 Bought a full travel package Asked for advice on social online 13.0 networks 27.3 5.2 Bought last minute offer 9.1 25.7 Read travel guides, before 4.5 decide Bought early booking offer 41.6 10.4 3.1 Bought travel insurance 22.9 13 Bought accommodation 2.4 Rented a car during the 35.1 vacation/holiday 5.2 2.8 12.8 Bought a city break offer Bought tickets for local 3.9 public transportation 9.1 21.9 None of these 6.5 *Base: Respondents who had a vacation in the last 12 months Those who have been both in Romania and abroad were excluded ET 8. Which of these activities have you done in the past 6 months? Significant differences towards Romanian holiday makers (95% level of confidence)
Channels used for holiday related purchases 15 I have bought… % Tickets for public transportation N*=46 80.4 13.0 6.5 Plane tickets N*=56 75.0 10.7 14.3 Tickets to the museums/concerts N*=47 68.1 8.5 23.4 Rented a car N*=15! 60.0 26.7 13.3 Travel insurance N*=25! 60.0 24.0 16.0 The accommodation N*=106 50.0 14.2 35.8 A last minute offer N*=29! 44.8 27.6 27.6 Services An early booking offer N*=28! 35.7 32.1 32.1 bought mostly from A city break offer online Online Travel N*=17! 35.3 35.3 29.4 agents A full travel package online N*=41 31.7 48.8 19.5 Directly from the provider's website From online travel agencies From websites where you can compare more offers *Base: Respondents who have done this activity in the last month (NORMALIZED DATA) Treat data with caution due to small base size! ET 8. Which of these activities have you done in the past 6 months? ET 9. And from where did you … ?
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