The 2014 Traveler’s

Road to Decision
June 2014

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Digital facilitates deeper customer relationships and
higher consumer standards

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 Digital facilitates deeper customer relationships with
and higher consumer standards among travelers

49%

Source: Google Travel Study, June 2014, Ipsos MediaCT Google

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Background and methodology

Google commissioned Ipsos MediaCT, an independent marketing research company, to

conduct a travel tracking study to better understand the role of the internet in making travel
related decisions. The current report reflects the total sixth wave of this research.

Respondents completed a 20 minute A&U survey focused on travel habits and attitudes. If
qualified, respondents were routed to one of five deep dive sections: Airline, Cruise,
Lodgings, Car Rental and Vacation Packages.

Interviews were conducted from May 12th to June 4th, 2014, yielding a total sample of 5,000
consumers (3,500 personal and 1,500 business) who have traveled at least once for
personal reasons (or a minimum of 3 times for business purposes) in the past six months.
One augment was also recruited consisting of 1,500 affluent ($250k+ household income)
past 6 months personal travelers.

In order to qualify, respondents had to be 21–64, live in the U.S., have no sensitive industry
employment, go online at least once per month and have some involvement in their
personal/business travel decisions.

Source: Google Travel Study, June 2014, Ipsos MediaCT Google

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Inspiration Research Mobile TV & Video Family Travel

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Inspiration
Travelers rely on social/video/photo sites and search
engines for trip inspiration

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 Inspiration

Travelers agree that they turn to the web early on

in the travel process

I generally begin researching online before

I decide where or how I want to travel

Leisure Business
65% 69%

Base: Total Respondents (Personal n=3500; Business n=1500); Q21: Here are some (more) statements that may or may not describe your attitudes and opinions related
to travel. Please indicate how much you agree or disagree with each statement. [IF BUSINESS TRAVELER: Please think of all types of travel, including personal or leisure
(non-business related) or business trips.] (Select ONE for each statement)
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Inspiration

Friends/family and online sources are critical in

travel inspiration
Sources of inspiration (Leisure Travel)

Any (net) 92%

Family, friends or
colleagues offline 56%
Internet 56%
TV 39%
Family, friends or
colleagues online 32%
Magazines/
newspapers 30%
Informational
brochures 22%
Books 18%
Radio 10% Use online sources
(net):
Travel agents 10% 65%
Travel groups 8%
Family, friends, or
800 or toll-free
number 5% colleagues (net):
62%
Other 6%

Base: Personal Quota (n=3500)

Q6D: Which of the following sources typically inspire you to start thinking about your personal or leisure trips? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 INTERNAL NOTE: SEE APPENDIX FOR FULL SLIDE Inspiration
WITH FB, PINTEREST, ETC. COMPARISONS

Search engines and YouTube are top online

sources of inspiration

Social networking, video or photo sites (Net) 83% YouTube 42%

Search engines 61% Google+ 17%

Travel review sites/apps 42%

Destination-specific sites/apps 31%

Daily Deal sites/apps 27%

Base: Personal quota and use online sources for inspiration (n=2286)
INSPIRE1: And, which online sources typically inspire you to start thinking about your personal or leisure trips? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Inspiration

Online travel videos are influential in early stages

Leisure When travel videos are viewed

Travelers (among those who watched/commented on travel-related video)

65% When thinking about taking a trip

48% When thinking about what type of trip to take

61% When choosing a destination

Base: Watched/commented on travel-related video (Personal n=1239, Business n=860)

Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
Research: Digital is key
The path to purchase is still complex and traveler
search activity is intensifying

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 Research: digital is key

The internet is the top source for both leisure and

business travel planning

Travel planning sources

Leisure Travelers Business Travelers

74% Internet   77%

48% Family, friends or colleagues offline   35%
26% Family, friends or colleagues online   27%
23% Informational brochures   26%
20% TV   28%
18% Magazines/newspapers   27%
14% Books   20%
Online sources Online sources
(net): 13% Travel agents   30% (net):
78% 10% 800 or toll-free number   19% 80%
Family, friends, or 7% Travel groups   18% Family, friends, or
colleagues (net): 7% Radio   14% colleagues (net):
52% 5% Other   6% 41%

Base: Personal quota (n=3500); Business quota (n=1500)

Q7: Which of the following sources do you typically use to plan personal or leisure trips/business trips? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Research: digital is key

Search engines are one of the most popular online planning

source for travelers, more so among leisure travelers
Top 10 Online Sources Used in Travel Planning

Leisure Travelers Business Travelers

Search engines 60% Hotel sites/apps 60%

Hotel sites/apps 48% Search engines 55%
Online travel agency 40% Airline sites/apps 53%
Airline sites/apps 39% Online travel agency 45%
Map sites/apps 38% Map sites/apps 45%
Travel review sites/apps 36% Car rental sites/apps 44%
Travel search sites/apps 33% Travel review sites/apps 42%
Destination-specific sites/apps 30% Travel search sites/apps 38%
Social networking sites/apps 26% Destination-specific sites/apps 30%
Car rental sites/apps 22% Travel planning sites/apps 29%

Base: Use Internet to plan travel (Personal n=2734, Business n=1199)

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Q10: Which of the following online sources do you typically use to plan personal or leisure trips / business trips? (Select ALL that apply)
Source: Google Travel Study, June 2014, Ipsos MediaCT
 Research: digital is key

Leisure Business
57% 64%

I always start my travel booking and shopping

process with Search

Base: Total Respondents (Personal n=3500; Business n=1500)

Q21: Here are some (more) statements that may or may not describe your attitudes and opinions related to travel. Please indicate how much you agree or disagree with each
statement. [IF BUSINESS TRAVELER: Please think of all types of travel, including personal or leisure (non-business related) or business trips.] (Select ONE for each Google
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statement)
Source: Google Travel Study, June 2014, Ipsos MediaCT
 Research: digital is key

Leisure travelers are increasingly turning to

search engines first vs. brand sites/apps for online
trip planning
Site/app* where typically first start online travel planning among leisure travelers

2014 2013
Top 2
search…
Brand sites/apps 38% 44%
Car Rental
Search engines 24% 16%
Brand sites/apps 45% 49%
Air travel
Search engines 18% 13%
Brand sites/apps 31% 37%
Overnight accommodations
Search engines 26% 18%
Brand sites/apps 36% 36%
Cruises
Search engines 19% 14%

Note: brand sites/apps = airline/hotel/car/cruise sites/apps

Base: Personal Quota who OTAs, search engines, airline/hotel/cruise/car sites, travel review sites, destination sites, online video sites, social networking sites or daily deal sites to plan
trips (floating base)
Q10e: When looking for information on the following for your personal or leisure trips, where do you typically first start your online travel planning? (Select ONE for each) * In 2013, Google
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sources were referred to as “sites”, while in 2014, sources were referred to as “sites/apps”
Source: Google Travel Study, Waves 4, 5 and 6, April-May 2012 and May-June 2013, 2014, Ipsos MediaCT
 What’s the first thing that you type into Google
when you start to plan a trip?

Source: Google Consumer Surveys, May 2014 Google

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 Research: digital is key

Travelers rely on generic and branded searches

across planning stages
Search Terms that Leisure Travelers use in Planning
When
When first considering When ready to
starting to plan multiple book/reserve
possibilities

Destination-related
51% 48% 20%
terms
Price-related terms 41% 49% 23%
Specific brand or
31% 48% 30%
website names
Personal
Activity-related terms 36% 49% 20% travelers

Terms related to specific

32% 43% 22%
needs or wants

Base: Used search engines to plan trips (Personal travelers n=1634)

RESEARCH3: You mentioned you use search engines (e.g., Google, Bing, Yahoo!) to plan your personal or leisure trips trips. At what point do you typically
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type in these different kinds of words and phrases in search engines like Google, Bing and Yahoo!? (Select ALL that apply for each keyword)
Source: Google Travel Study, June 2014, Ipsos MediaCT
 Research: digital is key

1 in 3 leisure travelers and 1 in 2 business travelers select

an OTA for its superior site tools and options

Reasons for Booking on Specific Online Travel Agency Sites/Apps

Leisure Travelers Business Travelers
94% Booked with an OTA (Net) 98%

76% Lower prices / Better deals 70%

Past positive experience or
56% recommendations for the site 64%

39% It’s a name I have heard of 45%

32% Better tools and options on the site 53%

25% Has loyalty/rewards programs 42%

It’s what came up at the top of a
17% search engine search   29%

1% Other   4%

Base: Use OTAs for travel planning (Personal n=1099; Business n=540)
RESEARCH4: You mentioned you use online travel agency sites/apps (e.g., Expedia, Travelocity, Priceline, Orbitz) to plan your personal or leisure trips / business
trips. If you booked any component of your trips with online travel agency sites/apps, for which reasons did you choose the specific online travel agency site(s)/
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app(s) (e.g., Expedia, Travelocity, Priceline, Orbitz)? (Select ALL that apply)
Source: Google Travel Study, June 2014, Ipsos MediaCT
Research: a Brand
opportunity
Most travelers are undecided about which brand to
book with, and how brands are differentiated

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 Research: branding

Most leisure travelers go into planning undecided

on a brand
Certainty of specific brand/company to use
(among leisure travelers)

Car rental 19% 62% 19%

Air travel 23% 62% 15%

Lodging 16% 65% 20%

Cruises 25% 59% 16%

Vacation packages 16% 62% 22%

Other travel 11% 58% 31%

I am absolutely certain which brands/ I am considering multiple I am totally

companies I am going to book with brands/ companies undecided

Base: Personal quota and component included in trip in past 6 months (Cruises n=614; Air travel n=1923; Car rental n=1440; Vacation
packages n=1052; Lodging n=2717; Other travel n=3500). RESEARCH1: When you first begin looking for information for your personal or
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leisure trips, typically how certain are you about the specific company/brand you want to book with before you begin researching?
(Select ONE for each component). Source: Google Travel Study, June 2014, Ipsos MediaCT
 Research: branding

Most leisure travelers are also unclear on

the differences between brands

Perceived difference among brands (T2B*)

(among leisure travelers)

Car rental 48%

Air travel 57%

Lodging 65%

Cruises 62%

Vacation packages 55%

Other travel 40%

*Top 2 box on a 5 point scale:

Heavy business travelers are more likely to 5 - I see a clear difference
see a difference, but not substantially more …
1 - I see no difference

Base: Personal quota and component included in trip in past 6 months (Cruises n=614; Air travel n=1923; Car rental n=1440; Vacation
packages n=1052; Lodging n=2717; Other travel n=3500). RESEARCH2. And, thinking beyond price, which of the following best describes
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your perceptions of the companies/brands providing services for each component? (Select ONE for each component). Source: Google
Travel Study, June 2014, Ipsos MediaCT
 Research: branding

Loyalty influence declining for business travelers,

who are normally among the most loyal

I am less likely to plan business travel based on loyalty programs

or points in [current year] than I was in [prior year]

2014 (C)
41%
2013
38% 2 in 3 business travelers
(67%) are open to trying
new loyalty programs if
they provide a new,
2012
36% different or unique
experience

Base: Business Quota (2014 n=1500; 2013 n=1500; 2012 n=1495)

Q26: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for business purposes in the next year.
(Select ONE for each statement) Letter indicates a significant difference from comparable group at the 95% confidence level. Only significant differences from 2014 are Google
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noted.
Source: Google Travel Study, Waves 4, 5 and 6, April-May 2012 and May-June 2013, 2014, Ipsos MediaCT
 Research: branding

Travelers would switch programs with better

perks and easier path to rewards

Personal Business Affluent Reasons for switching to a different

travelers travelers travelers loyalty/rewards program
88% 93% 92% Would switch for any reason (net)

54% 55% 65% Better perks

52% 54% 65% Faster/easier to earn free flights, hotels rooms, rental cars, etc.

31% 40% 33% Exclusive benefits

27% 34% 36% Larger network/multiple routes or locations

26% 34% 34% Ability to leverage points with other specific companies/partner hotels

13% 21% 10% Personalized recommendations either pre-trip or during trip

4% 4% 3% Other

Base: Loyalty/reward program members (Personal n=2364, Business n=1346); : Affluent travelers who are loyalty/reward program
members (n=1422)
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LOY7: For which reason(s) would you switch to or try a different loyalty/rewards program? (Select ALL that apply)
Source: Google Travel Study, May-June 2014, Ipsos MediaCT
Multi-screen activities
Travelers extend their activities from desktops and
tablets to smartphones across all stages

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 “Multi-screen” activities

Smartphones are used throughout the travel

process

Leisure Travelers Business Travelers

Computer/Tablet Smartphone Computer/Tablet Smartphone

Used during any phase (Net) 94% 67% 97% 78%

Inspiration
The time when you identified you 73% 31% 74% 39%
wanted or needed to book travel
Research
The time when you actively looked and 88% 27% 86% 36%
researched your trip or travel plans

Purchase/booking 81% 14% 84% 28%

The time when you booked your trip

Experiencing/traveling
Any behavior you may have 57% 50% 67% 54%
participated in during your trip
Post traveling
Any behavior you may have 63% 37% 67% 42%
participated in after you took your trip

Base: Personal quota and use device to access the Internet

DEVICE0: Please think about how you typically use the Internet to gather information for your personal or leisure trips. Which device(s) do you use during each of the following phases? (Select ALL that apply for each
phase).
Source: Google Travel Study, June 2014, Ipsos MediaCT Google
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Base: Business quota and use device to access the Internet
DEVICE0: Please think about how you typically use the Internet to gather information for your business trips. Which device(s) do you use during each of the following phases? (Select ALL that apply for each phase).
Source: Google Travel Study, June 2014, Ipsos MediaCT
 “Multi-screen” activities

Travelers go to the same types of sites on smartphones as

desktop/tablet…and sometimes more so
Types of sites visited by travelers from various devices

Computer/Tablet Smartphone

Travel brand sites/apps (Net)* 66% 47%

Vertical brand sites/apps (Net)** 64% 43%

Search engines 47% 43%

Online travel agency 46% 30%

Map sites/apps 29% 34%

Travel review sites/apps 26% 24%

Social networking sites/apps 20% 38%

Destination-specific sites/apps 19% 16%

Base: Personal quota and use device for sub-vertical planning or booking
SCREEN7: Which online sources did you access on each device to plan or book your [component]? (Select ALL that apply for each device).
Source: Google Travel Study, June 2014, Ipsos MediaCT. *Travel brand sites/apps includes Vertical brand sites/apps and Tour operator sites/ Google
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apps. **Vertical brand sites/apps includes Airline sites/apps, Hotel sites/apps, Car rental sites/apps, and Cruise operator sites/apps
 “Multi-screen” activities

Leisure travelers research and book across

devices, regardless of category
Research Booking
Computer/ Computer/
Smartphone Smartphone
Tablet Tablet

Car rental 82% 26% 75% 20%

Air travel 89% 23% 85% 15%

Lodging 85% 26% 77% 19%

Cruises 76% 29% 72% 25%

Vacation
packages 80% 26% 76% 21%

Other travel 75% 22% 65% 15%

Base: Travel component included in personal trips in past 6 months and use device to access the Internet (floating)
SCREEN1: How have you researched each of the following trip components while planning the trips you took in the past 6 months?
Base: Travel component included in personal trips in past 6 months and use device to access the Internet (floating) Google
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SCREEN2: And, how have you booked each of the following trip components that were part of the trips you took in the past 6 months? (Select
ALL that apply for each component) Source: Google Travel Study, June 2014, Ipsos MediaCT
Cross-device movements
Early actions on mobile influence booking decisions

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 Cross-device

Smartphones are often used for travel inspiration

in “snacking moments” before planning

Usage of smartphone for inspiring leisure travel

In spare moments, such as when waiting, commuting, etc. 69%

While doing other activities, such as watching TV, eating, etc. 56%
By doing quick searches on search engines 54%
By visiting social networking sites 47%
By visiting travel-related
websites for quick visits 33%
Before looking for travel ideas
on computer or tablet 30%

77% Usage of smartphone for travel inspiration in spare moments,

such as when waiting, commuting, etc. by affluent travelers

Base: Personal quota and use smartphone during Inspiration phase (n=707) and Base: Affluent  travelers who use smartphone during Inspiration phase
(n=348)
INSPIRE2: You mentioned that you typically use your smartphone to access the Internet during the Inspiration phase. Which of the following, if any, describe how
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you use your smartphone when you are seeking inspiration for your personal or leisure trips? Do you typically look for travel ideas on your smartphone…? (Select
ALL that apply).
 Cross-device

Half of those who use their smartphone for

leisure travel inspiration ultimately book another
way (not on smartphone)
Booking methods after using smartphone for leisure travel inspiration

Online via computer 70%

Online (net)
Online via smartphone 38%
87%
Online via tablet 17%
By calling on my smartphone 25%
Phone call (net)
By calling on
29% another phone 10%
In-person 16%

48% Ultimately book another way 47% of affluent travelers book another way

Base: Personal quota and use smartphone during Inspiration phase (n=707); Affluent  travelers who use smartphone during
Inspiration phase (n=348) INSPIRE3: And, when you have used your smartphone to seek inspiration, how have you ultimately
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booked components of those personal or leisure trips? (Select ALL that apply)
Source: Google Travel Study, June 2014, Ipsos MediaCT
 Cross-device

Leisure travelers switch between devices for a

variety of activities

Sequential device activities for travel planning/booking

(among leisure travelers who use devices for sub-vertical planning or booking and engage in specific activity)

55%
Pricing/discount/
51%
Looked up maps
50%
Browsed/looked for
46%
Looked up a restaurant/
46%
Looked up my booking
points (net) or directions destinations to visit or hotel/attraction at or itinerary information
vacation ideas my destination

Base: Quota group among personal travelers who ever did sequential and engaged in specific online activity (floating bases)
SCREEN13: Which of the following activities related to your [component], if any, did you start on one device and continue or finish on another device? (Select Google
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ALL that apply). Source: Google Travel Study, June 2014, Ipsos MediaCT.
 Cross-device

Across categories, 75% of leisure travelers switch

between devices to plan or book
Sequential device usage for travel
(among leisure travelers who use devices for sub-vertical planning or booking)

Car Vacation
Any Airline Lodging Cruise
rental packages

Ever (Net) 75% 74% 71% 71% 90% 87%

Always 11% 10% 8% 8% 27% 14%
Frequently 21% 17% 19% 17% 36% 29%
Sometimes 27% 28% 26% 26% 17% 32%
Rarely 17% 19% 18% 20% 10% 12%
Never 25% 26% 29% 29% 10% 13%

87% Of business travelers switch between devices to

conduct the same travel-related activity
Base: Quota group among personal travelers who use devices for sub-vertical planning or booking and Base: Business travelers who use devices for sub-
vertical planning or booking
SCREEN12: When planning for your [component] in the past 6 months, how often did you start a travel-related activity or task (e.g., read reviews, watch Google
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videos, look for pricing information) on one device, but continue it or finish it at a later time on a different device? Source: Google Travel Study, June 2014,
Ipsos MediaCT
 Cross-device

Leisure travelers most commonly switch between devices

through search
Method of Moving Between Devices for Sequential Usage
(among leisure travelers who ever did sequential for component)

Any

Conduct a search on the other device 39%

Directly navigate to the destination site (using a web
35%
browser or an app)
Send an email/link to myself 34%

Save bookmarks, shopping cart or favorites in my account 22%

Sync to an online service (such as Dropbox, Google Docs) 7%

Other 10%

Base: Personal travelers who ever did sequential for component (n=2106). “Any” refers to any component
SCREEN14: You mentioned that you have started [component]-related activities on one device and then continued them on another
device. In which ways did you “move” between devices? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
Mobile sites vs. apps
Travelers still rely heavily on both, and encountering a
poor site experience results in a negative impact on a
brand and the bottom line

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 Sites vs. apps

Leisure travelers mostly book via mobile websites, while

business travelers mostly book via apps – both are still key

Method of Booking on Smartphone Leisure Travelers Business Travelers

(among those who booked on device)

Online (Net) 71% 86%

Via the website using a browser 45% 55%

Used mobile “apps” (applications) 40% 63%

Phone call 44% 44%

Base: Travelers who booked on smartphone (Personal n=280; Business n=310)

SCREEN15: Earlier, you indicated that you have booked on your smartphone for your [component]. Specifically, how have you booked on
your smartphone? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Sites vs. apps

One in five leisure travelers downloaded a travel-related

smartphone app due to a poor mobile site experience

Reasons for Downloading/Using Travel-Related Smartphone Apps

(among Leisure Travelers who downloaded/used a travel-related app on smartphone)

Any

Better than mobile site (Net) 53%

78%
Easier to reserve or book than on mobile site 42%
Mobile site for the brand not meeting needs 20%
To save personal information/setting 39%
Of leisure travelers have Plan to access information from the brand frequently 37%
downloaded/used a For a brand with whom I have rewards/loyalty
travel-related 36%
membership
smartphone app Recommendations from friends, family, or colleagues 31%
Ratings/Recommendation in an app store 28%

Base: Personal travelers who accessed online sources on smartphone (n=507). Personal travelers who have downloaded/used travel-
related smartphone apps (n=396). SCREEN8: For which reason(s) have you downloaded or used travel-related smartphone apps for your
[component] trips? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Sites vs. apps

Even after they download travel apps, travelers still use sites

Traveler time spent: site v. app

(among Leisure Travelers who downloaded/used a travel-related app on smartphone)

More time on apps Apps and websites equally More time on sites

Any 40% 53% 8%

Car Rental 39% 54% 7%

Airline 36% 53% 11%

Lodging 47% 47% 6%

Cruise 47% 49% 4%

Vacation Packages 32% 61% 6%

Base: Quota group among personal travelers who downloaded/use an app on smartphone (Any n=396, Car rental n=41*; Airline n=74; Lodging
n=79; ; Cruises n=153; Vacation packages n=109) *Caution: Small sample size (n<50)
SCREEN9: After you downloaded a travel-related app for your [component], did you typically…? (Select ONE) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Sites vs. apps

83% of leisure travelers have had a poor

experience on a mobile travel site

23%
Only

of those who have

encountered a mobile
site that wasn't optimized
actually pushed through
Base: Personal travelers who accessed online sources on smartphone; (n=507) ; Personal travelers who accessed site that was not mobile optimized or
friendly (n=423) SCREEN10: Which of the following, if any, have you done after trying to access a travel site that was not optimized for mobile or was not Google
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mobile-friendly when planning or booking your [component]? (Select ALL that apply). Source: Google Travel Study, June 2014, Ipsos MediaCT.
 Sites vs. apps

A poor mobile experience forces travelers to move

elsewhere…and has a negative impact on brand

Connect with brand a different way (Net) 68%

Accessed the same site on computer or tablet 51%

Looked to see if there was an app for the site's brand I could
27%
download
Called the site/company 17%
Negative impact on brand (Net) 40%

$#*! $#*!

Use a competitor’s Complain on Stop using brand Tell friends/family

site (20%) social media (13%) altogether (13%) (19%)

Base: Personal travelers who accessed site that was not mobile optimized or friendly (n=423); SCREEN10: Which of the following, if any, have you done after
trying to access a travel site that was not optimized for mobile or was not mobile-friendly when planning or booking your [component]? (Select ALL that Google
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apply). Source: Google Travel Study, June 2014, Ipsos MediaCT.
Mobile & in-destination
Smartphones are the go-to devices for local information
when traveling

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 In-destination

Travelers often call airlines and hotels for

information from the road
Leisure travelers Business travelers

Have you ever called an airline

for more information while traveling? 28% Have you ever called an airline
for more information while traveling? 57%
28% 46%
Have you ever called a nearby lodging
Have called a nearby lodging location
location for more information while
for more information while traveling?
traveling?

QA11 Base: Airline quota (Personal n=606, Business n=510); QA12 Base: Airline quota and called while traveling (Personal n=167, Business n=290)
QA11: While traveling, have you ever called an airline for more information? (Select ONE); QA12: When you called, which types of information, services or products have
you inquired about? (Select ALL the apply); QH11 Base: Lodging quota (Personal n=818, Business n=298); QH12 Base: Lodging quota and called while traveling Google
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(Personal n=225, Business n=136); QH11: While traveling, have you ever called a nearby location for more information? (Select ONE); QH12: When you
called, which types of information, services or products have you inquired about? (Select ALL the apply); Source: Google Travel Study, June 2014, Ipsos MediaCT
 In-destination

To decide on activities once at their destinations,

leisure travelers rely on a mix of sources

Sources used for activities/excursions

Walking around 37%

Website/app for the destination 36%
Brochures/books in my room/house 35%
Concierge/staff at my accommodations 27%
Other people on my trip 25%
Website/app for the accommodations 23%
TV in my room/house 19%
Other travel websites/apps 18%
Online videos 13% Online (Net)

51%
Others staying at my accommodations 13%
Tour guides 12%
Emails 9%
Travel groups 7%
Other 7%

Base: Personal Quota (n=3500)

QD11: When you are on a personal or leisure trip, which sources do you typically use to decide on activities/excursions to participate in
once you have arrived at your destination? Google
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(Select ALL that apply)
 In-destination

To decide on activities once at their destinations,

leisure travelers rely on smartphones the most

Devices used to decide on activities/excursions

Smartphone (yours
or someone else’s)
56%

Computer brought
from home/work
(yours or someone
49%
else’s)

Tablet (yours or
someone else’s)
35%

Computer at
accommodations 29%

Other 4%

Base: Personal Quota and use Internet-related sources to decide on activities/excursions at destination (n=1801)
QD12: And, when deciding on activities/excursions to participate in once you have arrived at your destination, on which device(s) are you Google
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accessing the information? (Select ALL that apply)
 In-destination

Leisure travelers overwhelmingly rely on search

engines via smartphones to find local information

Methods of accessing information about activities/excursions on smartphone

Using search
engines 84%

Using an app 40%

Typing a site URL

directly into the 35%
browser

Clicking on a link in
32%
an email

Other 1%

Base: Use smartphone to decide on activities/excursions at destination (n=1011)

QD13: And, when deciding on activities/excursions to participate in once you have arrived at your destination, how are you accessing the
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information on your smartphone? (Select ALL that apply)
Source: Google Travel Study, June 2014, Ipsos MediaCT
TV viewing habits
Travelers are watching in more different ways than
ever before, and attention continues to fragment

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 TV viewing habits are changing

1 in 3 travelers watch their favorite programs

outside of live TV
Methods of watching TV

Live TV (via cable or satellite TV services) 62%

Recorded (DVR/TiVo) 36%
TV network sites 35%
Subscription streaming services 32%
Free streaming services 25%
Video on demand (VOD) 23%
Other 1%

Watch TV Live/recorded/VOD Streaming services/online Streaming services

using 78% 58% 43%

Base: Total Respondents (n=5000)

QTV1: Generally, how do you watch your favorite TV programs? (Select ALL that apply)? Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 TV viewing habits are changing

Even when they watch live TV, four in ten

travelers don’t watch the commercials

Activities done during commercial breaks while watching TV programs

Live TV Recorded VOD

Fast-forward through the commercial N/A 78% 42%

Watch the commercial 58% 23% 39%

Leave the room to go do something else

(e.g., get a snack, go to the bathroom) 52% 30% 35%
Do something else in the room (e.g., eat,
read, talk to someone) 51% 27% 38%
Change the channel 42% N/A N/A

Use another device (e.g., computer, tablet,

smartphone) 30% 22% 29%
Mute the commercial 25% 17% 22%
Base: Watch TV programs via specified method (n=3117)
QTV2: And, what do you do when a commercial comes on while you're watching your favorite TV programs live, recorded, or on-
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demand? (Select ALL that apply for each way of watching TV)
Source: Google Travel Study, June 2014, Ipsos MediaCT
 TV viewing habits are changing

When given the option, most travelers fast-

forward through commercials

Activities done during commercial breaks while watching TV programs

Video
Live TV Recorded
on-demand

Fast-forward through the commercial N/A 78% 42%

Watch the commercial 58% 23% 39%

Leave the room to go do something else

(e.g., get a snack, go to the bathroom)
52% 30% 35%

Do something else in the room (e.g., eat,

read, talk to someone)
51% 27% 38%

Change the channel 42% N/A N/A

Use another device (e.g., computer, tablet,

smartphone)
30% 22% 29%

Mute the commercial 25% 17% 22%

Base: Watch TV programs via specified method (Live TV n=3117; Recorded n=1805; Video on-demand n=1141)
QTV2: And, what do you do when a commercial comes on while you're watching your favorite TV programs live, recorded, or on-
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demand? (Select ALL that apply for each way of watching TV)
Source: Google Travel Study, June 2014, Ipsos MediaCT
Video: the next frontier
Travelers engage heavily with online video, and watch
more than just travel content

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 Online video

97% of travelers who

watch online video did so
within the last month

Base: Ever watch online videos (Personal n=3184, Business n=1436)

Q3: What types of videos have you watched on the Internet in the past month? Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Online video

Travelers are engaged on YouTube, with 3 in 5

leisure and 2 in 3 business travelers visiting
to pursue passion points
Reasons for visiting YouTube

68%
Be entertained
72%

63%
Watch a specific video
69%

Watch videos related to an 58% Watch videos related

interest or hobby to an interest or
66% hobby/particular
topic (net):
Watch a video on 58%
a particular topic 66% 74% / 80%
2%
Other
2%

Leisure travelers Business travelers

Base: Watched videos on YouTube in the past month (Personal n=2688, Business n=1214)
VIDEO1: For which reason(s) do you visit YouTube? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Online video

Travelers who watch online video can most

commonly be found watching music, TV show
and movie clip/trailer videos
Top 10 types of videos watched online in past month
(among those who ever watch online video)

97%*
Full-length
Music 50% movies 43%

Leisure/business travelers Full-length TV

watched videos in the past shows 50% Food 42%
month (net)

Movie clips
& trailers 49% Sports 35%

Humor 46% Weather 34%

News 45% Celebrity 34%

*weighted average of Personal and Business Travelers

Base: Ever watch online videos (Personal n=3184, Business n=1436)
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Q3: What types of videos have you watched on the Internet in the past month?
Source: Google Travel Study, June 2014, Ipsos MediaCT
 Online video

35% 56%
Leisure travelers Business travelers

Engaged in travel-related video

activities within the past six months

Base: Ever watch online video (Personal n=3184, Business n=1436)

Q4: Which of the following have you done online in the past 6 months? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Online video

Online videos are viewed throughout the travel

journey, particularly before decisions are made
When travel videos are viewed
(Among leisure and business travelers who watched/commented on travel-related video)

66% 52% 65% 63% 54% 37%

When thinking When thinking When choosing When looking for When deciding on When deciding
about taking about what type a destination ideas of activities to accommodations at which website
a trip of trip to take do at a particular a particular to book on
destination destination

Base: Watched/commented on travel-related video (Personal n=1239, Business n=860)

Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Online video

Online videos from brands are viewed by more

than half of travelers

Leisure Types of travel videos viewed Business

travelers (among those who watched/commented on travel-related video) travelers
55% Trip reviews from people like me 60%
55% Trip reviews from experts 61%
54% Videos from travel-related channels 65%
53% Videos from hotels, airlines, cruises, tours, etc. 64%
49% Videos made by people like me 56%
37% Commercials or ads from companies or brands 49%
34% Videos made by friends and family 47%
3% Other 2%

Base: Watched/commented on travel-related video (Personal n=1239, Business n=860)

Q6B: Specifically, what types of travel-related videos do you watch online? (Select ALL that apply) Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
Family travel
Children’s preferences matter and influence decision
making

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 Family travel

The majority of families take at least two trips

together per year

Travelers who take two or more family

trips per year

64%

45% Of leisure travelers plan to travel more

Mean age atfrequently with
which children’s their family in the coming year
preferences
influence decisions

Source:s Google Consumer Surveys, May 2014 and Google Travel Study, June 2014, Ipsos MediaCT
Base: Personal travelers who take trips with kids (n=1016) Google
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Q23: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for
personal/ leisure purposes in the next year. (Select ONE for each statement)
 Family travel

Most are undecided when they begin planning family trips

Certainty of destination at the beginning of leisure travel planning

Life event 55% 38% 7%

Family trip/vacation with kids 46% 47% 7%

Honeymoon or romantic getaway 34% 56% 10%

I was considering I was totally

I was absolutely certain
multiple possibilities undecided

Base: Personal quota and took specific types of personal trips (Go on a family trip/vacation with kids n=1147; Go on a honeymoon or romantic getaway n=486;
Celebrate a life event n=641).
LEISURE2: When you first began planning each of the following personal or leisure trips you took in the past 6 months, typically how certain were you about where Google
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you would go? (Select one for each)
Source: Google Travel Study, June 2014, Ipsos MediaCT
 Family travel

Children play an influential role in family travel

destination decisions starting at a young age
Percentage of times at which children’s preferences influence
family travel decisions

87%

8 Years Mean age at which children’s preferences

influence decisions

Base: Personal quota and take family trips with kids (n=1016).
QF2: At what age did your child(ren)’s preferences start influencing your family travel decisions (e.g., where to go, where to stay, what to do once there), if at all? Google
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Source: Google Travel Study, June 2014, Ipsos MediaCT
 Family travel

Online sources play a critical role in family travel

planning
Sources used to decide on family trips or
vacations with kids

Internet 58%

My child(ren) 41%
Adult family, friends or 40%
colleagues offline
Adult family, friends or 21%
colleagues online
TV 20%
Informational brochures
20%
Magazines
18%
Travel agents
11%
Books
10%
Radio
6%
Newspapers
6%
Travel groups
6%

Base: Personal quota and take family trips with kids (n=1016)
QF1: Earlier you mentioned that you have kids under age 18 in your household. Which of the following sources, if any, do you typically
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use to decide where to go for your family trips or vacations with kids? (Select ALL that apply).
Source: Google Travel Study, June 2014, Ipsos MediaCT
Thank You

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