We’re creating a more connected travel industry, underpinned by sustainability and long-term investor relations.
COO Travel Intelligence, Amadeus IT Group
We also highlighted that the travel industry was changing at a really fast pace not only because we can now travel to destinations we never thought of a few years ago, but also because travellers are becoming increasingly smarter, they have access to free information and new technologies that provide them with the tools to book in faster and smarter ways, ultimately influencing and changing travel the way we see it now.
So what and when are these smart online travellers booking?
Using the search analysis module of our Amadeus Travel Intelligence solution, we found some interesting data regarding online customers' shopping behaviour. For instance, when analysing the most searched cities in 2012 – through our online travel agencies and online sites of travel agencies – we found out that the following markets are all interested in both Bangkok (ranked as theworld’s number one tourist destination) and New York: During 2012, Great Britain had 157,450 daily searches for New York and 129,129 for Bangkok; Germany with 263,702 daily searches for Bangkok and 199,910 for New York and finally Russia with 85,492 daily searches for Bangkok, although Moscow remains as the number one for this market with 95,790 requests per day. The US (654,974 request per day) and Australia (29,582 requests per day) remain both interested in London as one of their top destinations.
It is also interesting to see the differences when it comes to booking window, that is, the number of days or weeks in advance they start their online search. For example, from all the daily online searches performed during 2012 in the UK, 9.5% were made a week or even less before departure and in Russia the figure was 12.5%. Germany had 567,847 number of requests per day and 10.3% of these online searches were made at least one or two weeks before departure. In the US 8.3% of all online searches were made between one and four weeks before departure date and finally Australia where 7.2% of online searches were made at least one or two weeks before departure. We can say that travellers in these countries like to plan their online travel search at least one or two weeks before departure date.
Finally, we also analysed the duration of the trip they searched for, another interesting element when it comes to travel planning. We found out that the majority of the markets analysed searched for a 7 or 14 day trip, only the US market searched for a 7 day trip or less.
No doubt this is information that can help the travel industry understand travellers' behaviour and ultimately address their needs and offer the right product at the right time and in the right format.
What do you think? How can the travel industry leverage this data?
* Transactions from Amadeus Master Pricer and for 2012. * Source: Amadeus Travel Intelligence solution * Markets analyzed: UK, Germany, US, Russia and Australia