法国在线旅游服务网站expedia用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSPackage

holiday

portals:Expedia

users

in

FranceConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofExpediausers

inFrance:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Expediausers

inFrance(’’brand

users’’)againstFrench

packagedholidaybookers

ingeneral(’’category

users’’),

and

theoverall

French

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

France)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

23%,

Expedia

is

the

most

used

package

holiday

portal

inFranceManagement

summary:

brandusageand

competitionTop10

most

used

package

holiday

portals

inFranceExpediaVoyage

PrivéKAYAK23%23%18%lastminute17%PromoVacancesGoVoyages15%14%eDreams11%11%Logitravelebookers9%9%PartirPasC4Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=229,

packaged

holiday

bookersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

packaged

holiday

bookers

using

Expedia

grew

by4

percentagepoints

since

Q3

of

2022Management

summary:

brandusagetimelineTimeline

of

packagedholiday

bookersusing

Expedia24%23%23%22%21%21%20%20%19%19%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=35

-

53

Expedia

users,n=163

-

239

packagedholiday

bookersSources:Consumer

Insights

Global

as

of

August

2023Expedia

users

in

FranceManagement

summary:

key

insightsDemographic

profileConsumerlifestyleCareer

advancement

is

more

importanttoExpediausers

thantootherpackaged

book

spontaneously

viatheirConsumerattitudesMarketing

touchpointsExpedia

ismore

popularamongMillennials

thanother

packageholidayportals.Itstands

out

that57%

ofExpedia

usersExpedia

users

access

theinternet

viaatabletmore

often

thantheaveragepackaged

holidaybooker.holiday

bookers.smartphone

when

traveling.Expedia

ismore

popularamong

malepackaged

holidaybookers

thanfemalepackaged

holidaybookers.Financeand

economy

arerelativelyprevalent

interests

of

Expediausers.23%

ofExpediausers

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

Expediausers

interactwith

companies

more

often

than

otherpackaged

holidaybookers.Photography

isarelatively

popularExpedia

hasalarger

shareof

userswith

hobbyamong

Expediausers.ahighincome

than

other

package38%

ofExpedia

users

think

thatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Expedia

users

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

packaged

holidaybookers.holiday

portals.Expedia

users

are

more

likely

toliveinlarge

citiesthanpackaged

holidaybookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Expedia

ismore

popular

among

Millennials

than

other

package

holiday

portalsDemographic

profile:

generationsAgeof

consumersinFranceBrand

users25%23%49%21%6%Category

usersAllrespondents38%26%13%12%21%33%33%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=53,

Expedia

users,n=229,

packagedholiday

bookers,

n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Expedia

ismore

popular

among

male

packaged

holiday

bookers

than

femalepackaged

holiday

bookersDemographic

profile:

genderGenderofconsumersinFranceBrand

users70%30%Category

usersAllrespondents59%41%49%52%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

Expedia

users,n=229,

packaged

holiday

bookers,n=12165,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Expedia

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinFrance32%26%25%24%23%22%22%19%16%16%15%15%15%9%4%4%3%2%2%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

Expedia

users,n=229,

packagedholiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Expedia

has

a

larger

share

of

users

with

a

high

income

than

other

packageholiday

portalsDemographic

profile:

incomeShare

ofconsumersinFrance

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%25%23%23%Category

usersAllrespondents43%34%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbookeda

packageholidayfromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Expedia

users,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

Expedia

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinFrancelive57%43%35%25%24%19%13%13%11%9%

10%

10%9%8%7%2%2%2%1%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;MultiPick;Base:n=53,

Expedia

users,n=229,

packagedholiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Expedia

users

are

more

likely

to

live

in

largecities

than

packaged

holidaybookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinFrance36%26%25%

25%24%24%23%19%19%18%17%16%11%9%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Expedia

users,n=229,

packaged

holiday

bookers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Expedia

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinFranceBrand

users8%87%6%7%Category

usersAllrespondents6%87%7%82%11%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

Expedia

users,n=229,

packagedholiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

more

important

to

Expedia

users

than

to

otherpackaged

holiday

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinFrance59%55%52%49%46%45%

43%40%45%42%40%40%

36%34%39%28%21%21%

21%14%15%18%11%13%16%15%13%11%9%8%AhappyrelationshipTobesuccessfulHavingagood

timeAnhonest

andrespectable

lifeSafety

andsecurityAdvancingmy

careerLearningnew

thingsSocial

justiceMaking

myown

decisionsTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:

n=53,

Expedia

users,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Finance

and

economy

are

relatively

prevalent

interests

of

Expedia

usersConsumer

lifestyle:

main

interestsTop10

interestsofExpediausersinFrance53%47%43%42%42%42%41%41%38%38%37%34%30%35%

35%34%28%34%34%32%26%26%30%29%28%28%28%23%21%22%Finance&economyTravelFamily

&parentingSportsMovies,TVshows&musicFood

&diningHealth

&fitnessArts&literatureHome

&gardenFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Expedia

users,n=229,

packagedholiday

bookers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongExpedia

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofExpediausersinFrance45%45%44%36%42%40%39%38%38%37%30%34%33%32%25%28%30%

30%30%30%29%29%28%28%25%23%21%17%17%13%OutdooractivitiesTravelingVideo

gamingTech

/computersCooking/bakingCars/vehiclesDoing

sportsandfitnessPhotographyMaking

musicPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=53,

Expedia

users,n=229,

packaged

holidaybookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Expedia

users

are

more

likely

to

play

basketball

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofExpediausersinFrance20%19%19%19%18%17%15%15%15%13%13%13%13%11%11%10%9%9%9%8%8%8%8%7%6%5%6%5%2%2%Running/JoggingSoccerBasketballBadmintonCyclingHikingSwimming/DivingGolfDancingRugbyBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=28,

Expedia

users,n=115,packaged

holiday

bookers,n=5414,

all

respondentsConsumer

Insights

Global

as

of

August

2023Expedia

users

are

more

likely

to

follow

cycling

than

the

average

onlinerConsumer

lifestyle:

sports

followedTop10

sports

followed

byExpediausersinFrance28%24%21%17%15%14%13%12%11%

11%10%10%9%9%

10%9%10%8%8%8%8%7%7%5%6%6%5%4%4%3%SoccerTennisCyclingBasketballRugbyAthletics(track&

field)BoxingHandballAmericanfootballSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=18,

Expedia

users,n=94,packaged

holiday

bookers,n=4129,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

57%

of

Expedia

users

book

spontaneously

via

theirsmartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inFrance57%55%

55%49%48%48%40%38%35%34%34%33%30%25%20%When

I’mtraveling,Ibook

accommodations,

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

I’mon

vacation,Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,Ialways

look

traveling,sustainabilityforthecheapest

offerAllrespondentsWhen

itcomes

toasaguideisimportant

tomeBrand

usersCategory

users22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

Expedia

users,n=229,

packagedholiday

bookers,n=2033,

all

respondentsConsumer

Insights

Global

as

of

August

202323%

of

Expedia

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinFrance45%43%42%25%22%21%

21%19%19%15%13%10%4%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

Expediausers,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

Expedia

users

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoExpediausers61%52%46%44%35%42%34%36%41%38%38%38%38%37%37%36%36%35%34%34%30%21%25%25%25%23%23%23%20%16%Rising

prices

Unemployment/inflation/EconomicsituationEnvironment

ClimatechangeEducationFood

andwater

securityImmigrationPovertyReligiousconflictscost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Expedia

users,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

202336%

of

Expedia

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinFranceBrand

users19%21%34%31%36%11%Category

usersAllrespondents34%14%23%27%28%22%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Expedia

users,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsExpedia

users

access

the

internet

via

a

tablet

more

often

than

the

averagepackaged

holiday

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinFranceuseregularlyto

accesstheinternet96%89%88%83%79%72%70%57%57%

57%55%47%45%44%43%38%37%36%31%30%29%28%29%24%18%16%16%SmartphoneLaptopTabletDesktop

PCBrand

usersGaming

consoleCategory

usersSmart

TVSmartwatchStreaming

device

Smart

speakersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

booked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=53,

Expedia

users,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Expedia

users

interact

with

companies

more

often

than

otherpackaged

holiday

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinFrance

by

type53%57%54%51%51%49%44%43%

43%43%40%39%38%38%27%38%36%33%26%30%30%27%21%26%26%18%22%16%17%13%10%10%7%4%4%

4%SentprivatemessagesPostedpictures/videosLiked

postsbyotherusersFollowedpeoplePosted

texts/statusLikedcompanypostsCommentedon

postsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

booked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

Expedia

users,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Expedia

users

tend

toread

magazines

more

often

than

packaged

holidaybookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks86%

83%80%76%72%62%66%57%65%60%58%

59%52%41%52%47%45%45%41%40%32%38%27%36%34%26%34%28%22%23%20%17%15%TVMovies

/cinemaDigitalvideocontentRadioDigitalmusiccontentMagazinesOnlinenewswebsitesDailynewspapersOnlinemagazinesPodcastsWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=29,

Expedia

users,n=105,

packagedholiday

bookers,

n=6070,

all

respondentsConsumer

Insights

Global

as

of

August

2023Expedia

users

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

packaged

holiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereExpediausersinFrancehavecome

across

digitaladvertisinginthepast4weeks51%45%45%45%39%39%34%34%33%33%31%30%29%28%28%26%25%24%21%25%24%23%21%21%21%20%19%18%18%15%Video

portals

Search

engines

Video

streaming

OnlinestoresservicesVideo

gamesSocial

mediaMusicportalsOtherappsEditorialwebsitesandappsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:n=53,

Expedia

users,n=229,

packaged

holiday

bookers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

202362%

of

Expedia

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinFrancehavecome

across

non-digital

advertisinginthepast4weeks62%60%57%49%42%42%42%36%40%39%38%35%32%32%30%30%28%25%24%24%23%21%21%15%OnTVAtthemovies/cinemaDirectly

inthestoreInprintedmagazinesandjournalsOntheradioOnadvertisingspacesInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

a

package

holiday

fromin

the

past

12