美国在线旅游门户网站Traveonline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:Traveonline

users

in

the

UnitedStatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTraveonline

users

inthe

UnitedStates:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Traveonline

usersintheUnitedStates(’’brandusers’’)

againstU.S.packaged

holidaybookersingeneral

(’’category

users’’),

and

theoverall

U.S.onliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

States)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

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

insightsTraveonline

ranks

outside

the

top

10

of

most

used

package

holiday

portals

inthe

U.S.Management

summary:

brandusageand

competitionTop10

most

used

package

holiday

portals

intheU.S.BExpedia54%42%CheapTicketseDreamsHotwire29%27%27%jetline24%24%TravelocityKAYAK23%lastminute23%17%4Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=509,

packaged

holiday

bookersSources:Consumer

Insights

Global

as

of

August

2023Traveonline

users

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTraveonline

ismore

popularamongMillennials

thanother

packageholidayportals.Ahappy

relationship

ismore

importanttoTraveonline

usersthan

tootherpackaged

holidaybookers.Itstands

out

that67%

ofTraveonlineusers

wanttoexperience

somethinguniqueduringtheirtravels.Traveonline

users

access

the

internetviaasmartwatch

more

often

thantheaverage

packagedholiday

booker.Traveonline

ismore

popularamongmale

packagedholiday

bookers

thanfemale

packaged

holiday

bookers.Science

andtechnology

are

relatively39%

ofTraveonline

users

are

innovators

Onsocial

media,

Traveonline

usersprevalent

interests

of

Traveonline

users.

or

early

adopters

ofnew

products.interact

with

companies

more

oftenthan

other

packaged

holidaybookers.Socializing

is

arelatively

popularhobbyamong

Traveonline

users.Arelatively

highshare

ofTraveonlineusers

think

thathealth

&social

securityareissues

thatneed

to

beaddressed.Traveonline

hasalarger

shareof

userswith

ahigh

income

than

other

packageholiday

portals.Traveonline

users

remember

seeing

adsinvideo

gamesmore

often

thanotherpackaged

holidaybookers.Traveonline

users

aremore

likely

to

liveinmegacities

than

packaged

holidaybookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Traveonline

is

more

popular

among

Millennials

than

other

package

holidayportalsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users12%74%13%1%Category

usersAllrespondents22%22%58%16%4%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=84,

Traveonline

users,n=509,

packaged

holiday

bookers,n=60072,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Traveonline

is

more

popular

among

male

packaged

holiday

bookers

than

femalepackaged

holiday

bookersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users79%21%Category

usersAllrespondents66%34%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=84,

Traveonline

users,n=509,

packaged

holiday

bookers,

n=60072,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202386%

of

Traveonline

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%37%34%32%27%23%19%17%17%12%10%9%8%6%4%3%2%1%0%

0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=84,

Traveonline

users,n=509,packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Traveonline

has

a

larger

share

of

users

with

a

high

income

than

other

packageholiday

portalsDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users77%12%11%Category

usersAllrespondents63%21%16%33%33%33%HighMiddleLow10

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=84,

Traveonline

users,n=509,

packagedholiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

Traveonline

users

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live70%48%24%20%19%15%11%11%10%10%

10%7%7%8%6%5%5%4%4%4%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

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=84,

Traveonline

users,n=509,

packagedholiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveonline

users

are

more

likely

to

live

in

megacities

than

packaged

holidaybookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.37%35%29%27%23%19%17%16%17%14%14%11%10%10%8%8%6%1%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=84,

Traveonline

users,

n=509,

packagedholiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Traveonline

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users11%12%11%88%86%1%2%Category

usersAllrespondents85%4%YesNoWould

rathernot

say13

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=84,

Traveonline

users,n=509,packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

more

important

to

Traveonline

users

than

to

otherpackaged

holiday

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%48%48%46%45%42%39%39%38%36%35%34%28%30%30%30%28%29%27%25%25%25%23%20%19%12%14%12%

13%8%AhappyrelationshipTobesuccessfulSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

myLearningnew

thingsHavingagood

timeSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

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=84,

Traveonline

users,n=509,

packagedholiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Science

and

technology

are

relatively

prevalent

interests

ofTraveonline

usersConsumer

lifestyle:

main

interestsTop10

interestsofTraveonline

usersintheU.S.61%58%58%57%52%51%51%51%49%48%45%44%42%41%40%40%33%33%33%32%31%31%29%29%29%27%26%22%22%19%SportsHealth

&fitnessMovies,TVshows&musicScience

&technologyHistoryFashion&beautyFood

&diningReligion

&spiritualityVehicles

&mobilityArts&literatureBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=84,

Traveonline

users,n=509,

packaged

holidaybookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Socializing

is

a

relatively

popular

hobby

among

Traveonline

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTraveonlineusersintheU.S.61%58%58%52%51%49%48%46%44%44%41%41%39%40%37%37%36%35%Pets34%33%32%31%31%31%29%28%25%19%19%16%OutdooractivitiesTravelingVideo

gamingSocializingCooking/bakingReadingDoing

sportsandfitnessCars/vehiclesMaking

musicBrand

usersCategory

usersAllrespondents17

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=84,

Traveonline

users,n=509,

packaged

holidaybookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveonline

users

are

more

likely

to

play

soccer

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTraveonline

usersintheU.S.46%39%38%36%35%31%30%29%27%27%22%22%19%18%18%17%14%13%13%Golf12%11%9%9%10%10%9%8%7%5%4%AmericanFootball

/SoccerBasketballSwimming/DivingDancingTableTennisFitness,aerobics,cardioBaseball/SoftballCyclingFlagFootballBrand

usersCategory

usersAllrespondents18

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=58,

Traveonline

users,n=450,packaged

holiday

bookers,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveonline

users

are

more

likely

to

follow

golf

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTraveonlineusersinthe

U.S.51%43%40%38%33%31%30%28%25%25%25%24%22%20%17%16%16%15%14%13%Golf10%10%10%7%8%6%5%4%3%2%AmericanfootballBasketballBaseballSoccerBoxingCricketSwimming/divingVolleyballTennisBrand

usersCategory

usersAllrespondents19

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=51,

Traveonline

users,n=381,

packaged

holiday

bookers,

n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

67%

of

Traveonline

users

want

to

experience

somethingunique

during

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheU.S.67%61%58%56%49%47%46%44%44%43%38%39%34%24%24%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,When

I’mtraveling,IWhen

itcomes

toWhen

itcomes

toIusemy

smartphone

book

accommodations,

traveling,sustainability

traveling,Ialways

lookasaguidecarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=84,

Traveonline

users,n=509,

packaged

holiday

bookers,n=10011,

all

respondentsConsumer

Insights

Global

as

of

August

202339%

of

Traveonline

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.39%37%37%30%26%26%25%18%14%14%12%10%10%4%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=84,

Traveonlineusers,n=509,

packaged

holiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Traveonline

users

think

that

health

&

social

security

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

Traveonlineusers52%45%43%42%42%40%40%39%38%38%37%37%36%36%36%35%35%34%33%32%32%30%30%29%29%28%28%28%27%26%Health

andsocial

securityEducationEnvironmentCrimeEconomicsituationCivilrightsClimatechangePovertyFood

andwater

securityImmigrationBrand

usersCategory

usersAllrespondents23

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=84,

Traveonline

users,n=509,

packagedholiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

Traveonline

users

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users13%10%76%1%Category

usersAllrespondents20%19%57%4%21%28%34%17%LeftCenterRightPrefer

nottoanswer24

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=84,

Traveonline

users,

n=509,

packagedholiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsTraveonline

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

packaged

holiday

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet93%90%89%85%77%75%75%75%73%70%68%67%62%62%60%57%56%54%53%49%48%46%37%35%33%26%26%SmartphoneLaptopSmart

TVGaming

consoleBrand

usersTabletStreaming

deviceAllrespondentsSmartwatchDesktop

PCSmart

speakersCategory

users26

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=84,

Traveonline

users,n=509,

packaged

holiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Traveonline

users

interact

withcompanies

more

often

thanother

packaged

holiday

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype73%67%67%65%54%64%62%56%55%53%52%51%43%50%50%49%49%49%47%42%27%42%40%41%41%33%36%34%22%16%8%8%4%1%0%0%LikedcompanypostsLiked

postsbyotherusersFollowedcompaniesCommentedon

postsFollowedpeopleSentprivatemessagesPostedpictures/videosSharedpostsbyother

usersPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

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=84,

Traveonline

users,n=509,

packaged

holiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveonline

users

tend

to

read

weekly

newspapers

more

often

than

packagedholiday

bookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks93%82%81%80%67%75%70%77%75%73%71%70%68%66%50%64%63%54%57%55%52%51%51%48%47%33%38%34%29%14%28%25%17%DigitalvideocontentMovies

/cinemaTVRadioDigitalmusiccontentDailynewspapersMagazinesPodcastsOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

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=84,

Traveonline

users,

n=509,

packagedholiday

bookers,

n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveonline

users

remember

seeing

ads

in

video

games

more

often

than

otherpackaged

holiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTraveonlineusersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks69%67%67%57%55%49%49%48%48%46%46%45%44%43%42%38%37%37%36%34%34%33%29%29%28%27%23%22%14%11%Video

portalsVideo

games

Video

streaming

Social

media

Search

engines

MusicportalsservicesEditorialwebsitesandappsOnlinestoresWebsitesandappsof

brandsNewslettersBrand

usersCategory

usersAllrespondents29

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=84,

Traveonline

users,n=509,

packaged

holiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveonline

users

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

packaged

holiday

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks61%61%54%58%56%54%44%52%42%50%49%47%43%41%37%35%34%33%33%32%29%19%18%16%Atthemovies/cinemaOnTVDirectly

inthestoreInprintedmagazinesandjournalsOntheradioOnadvertising

By

mailshot

/Inprinteddailynewspapersspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

a

package

holiday

fromin

the

past

12

months?’’