The traditional consumer purchase funnel is being disrupted by new technologies. For travel purchases, the path to purchase is more complex, involving discovery, awareness, purchase intent, purchase, upsell, and referrals across multiple devices and websites. Mobile and social media are driving more last-minute, on-the-go purchases. Winning consumer attention during the discovery phase is challenging due to increased online advertising costs and abundant options. Strong brand storytelling across all touchpoints is important to boost discovery and retention throughout the purchase funnel.

1. The Travel Purchase
Funnel Disruption
TECHNOLOGY TRENDS THAT ARE
DISRUPTING THE CONSUMER PATH TO
PURCHASE
Adriana Peña Ruiz
EVP, International Marketing and Sales Development
Entravision

2. Knowledge
Attitude
Behavior
General Awareness
Specific Awareness
Attractiveness
Purchase Intent
Proximity
Purchase
Advocacy
Traditional Purchase Funnel: Is getting less
traditional

3. TRADITIONAL STAGES FROM AWARENESS TO
PURCHASE AND REFERRAL HAVE CHANGED JUST
AS THE STAGES OF MODERN HUMAN LIFE
The consumer purchase
funnel is being dramatically
disrupted by Technology

4. Source: Navigating the new patch to purchase, MillwardBrown
CONSUMERS
REGRESS BACK TO
RESEARCH AT BRINK
OF PURCHASE.
RESEARCH AND SOCIAL MEDIA
REFERRALS CAN REDIRECT
ORIGINAL PURCHASE DECISIONS.

5. General Rules are Not the Rule
Source: Navigating the new patch to purchase, MillwardBrown
EACH PURCHASE FUNNEL PHASE IS DRIVEN BY DIFFERENT CONSUMER DRIVERS
AND BRAND TOUCH POINTS THAT HAVE BEEN AFFECTED BY TECHNOLOGY
Traditional Rules Some New Trends
Primary Drivers to Buy
General Awareness
Purchase Intent
Purchase
Advocacy
Length of Purchase Journey
Key Brand Touch Points
Use or Share a Car:Freedom and
convinience; Uber, SideCar:, Lift
Unknown brands can appear
overnight – Uber, Airbnb etc.
“e-window shopping”
Mobile Payments, Beacons, Brick
+Mortar In-Store online integration
Yelp Reviews, TripAdvisor,
Imdb Movie Rankings, etc.
Months- Last Minute on-the-go
booking- Impulse clicks e-shopping
SoMo, Mobile, websites, apps
Own a Car: transportation and
status.
Strong Brands were always the
top consumer choices
Window Shopping…
Brick+Mortar, “traditional” e-
commerce
Traditional Media, Stores, Digital
Word of Mouth, Bumper Stickers,
Tattoos, etc.
Months- Same day impulse
buying at store or mall

6. Sources: Navigating the new patch to purchase, MillwardBrown, Snikers Urbania http://www.havas-se.com/our-awards/festival-of-media-valencia . .
Technology has impacted
key drivers of purchase
High Category Involvement
Products like auto are heavy in online research
before expressing interest to buy.
• Family Vacation
• Honeymoon
Low Category Involvement
Brand loyalty and consumption frequency can
be affected by digital branded content and
social media engagement.
• Weekend escapade
• Online Search
• Display Re-targeting
• Online Coupons

7. Not A One Size Fits All Approach
Strong Brand Pre-Disposition
Brand Memory assets can be reinforced with Video
Content, Website with robust content and product
features to drive stronger intents to purchase.
• Travel to Grandparents home town
Low Brand Pre-Disposition
Search Engine Optimization and Paid Search,
contextual targeting and, social media endorsements
can ambush well known brands and get low Pre-
Disposed Brands in front of line in the discovery
process.
• Travel to a bucket-list type of trip or the closest to it
consumer can afford
Sources: Navigating the new patch to purchase, MillwardBrown,.
THE DISRUPTION OF THE CONSUMERS’ JOURNEY IS DIFFERENT BY THE TYPE OF
BRAND

8. Knowledge
Attitude
Behavior
General Awareness
Specific Awareness
Attractiveness
Purchase Intent
Proximity
Purchase
Advocacy
Travel Purchase Funnel: The most disrupted
consumer journey!

9. THE BIGGEST E-COMMERCE
INDUSTRY
THE ALWAYS
CHANGING TRAVEL
PURCHASE FUNNEL

10. THE TRAVEL JOURNEY HAS BECOME A SET OF VARIOUS “STAND ALONE STEPS”
ALL STILL BEING DISRUPTED
The Travel Path to Purchase is More Complex
It’s the Most Complicated Category
Discovery + Awareness
Purchase Intent + Purchase
Upsell + Re-purchase
Referrals and Advocacy

11. Travel Funnel: Purchase Intent + Purchase
DISTRIBUTION OF TRAVEL SITE VISITS 30 DAYS BEFORE BOOKING
54%
of consumers prefer to visit multiple travel
sites 30 days prior to booking!
12% 12%
19%
54%
4
Months Out
3
Months Out
2
Months Out
1
Month Out
12
Visits to OTAs in the
same month of
booking"
50%
of them occur
during the last week
and 48hrs!
Sources: Navigating the new patch to purchase, MillwardBrown Digital,.

12. The Top 10 Travel Websites
#1
Maps are the most
visited sites by
Travelers
Google Maps
MapQuest
TripAdvisor
Expedia
CheapOair
Southwest
Booking.com
Priceline.com
Hotels.com
Delta Air Lines
New challengers like
TripAdvisor are
competing for a share on
digital sales attracting
consumers with content.
Source: eMarketer, with data from Experian Marketing Services 2014, Top Travel Sites visited Among US Internet Users
DISCOVERY TRIGGERS VISITS TO TOP 3 SITES: WHERE IS THIS, WHO IS IT?

13. The Top 15 Most visited sites among Hotel Bookers
#1
Expedia.com is the
most visited site for
hotel bookers within
30 days of booking
Expedia
Priceline.com
Hotels.com
Hilton
Travelocity
Southwest
Marriott
Orbitz
Tripadvisor
Hotwire.com
Intercontinental Hotels
Delta
American Airlines
TravelZoo
ChoiceHotels.com
15.5
Number of travel
sites visited in the
week of booking
Source: The Travel’s Patch to Purchase Millward Brown Digital, 2013

14. TravelSitesvisitedbyOnlineVacationPackageBookers
PriortoBooking
47%
Visit an Online Travel
Agency (OTA)
Online Travel Agencies
Airline Suppliers
Planning and reviews
Destination Websites
Lead-gen
Hotel Supplier
Vacation Packages
Car Rental
Source: The Travel’s Patch to Purchase Millward Brown Digital, 2013
47%
11.2%
6.8%
6.4%
4.7%
40
Visits to Travel Sites
before making the
purchase
4 %

15. MOBILE AND SOCIAL
MEDIA
TECHNOLOGY
TRENDS THAT ARE
SHAPING THE TRAVEL
PURCHASE FUNNEL.

16. Mobile, Mobile, Mobile!
2012 2013 2014 2015 2016 2017 2018
$126.26
$136.36
$145.22
$153.21
$160.87
$168.11
$174.83
$8.00
$16.36
$26.14
$36.77
$46.65
$55.47
$64.69
$118.26 $119.99 $119.08 $116.44 $114.22 $112.63 $110.14
U.S. Digital Sales by Device, 2012 -2018
Billions and % change
Desktop sales will begin
to shrink in 2014
While mobile sales continue
to grow.
Source: eMarketer, April 2014; confirmed and republished, Oct 2014

17. Geo-localization – Right Here, Right Now
Smartphone Computer / Tablet
Home 53% 76%
Workplace 33% 24%
On-the-go (car,
bus, etc.)
51% 16%
Hotel / Motel 25% 18%
In-store 41% 15%
Restaurant / Bar 33% 12%
Airport 20% 11%
Source: eMarketer, Google, “understanding consumers, local search behavior,” in
partnership with Ipsos MediaCT and purchased, May 1, 2014
Locations where US Smartphone users search for local
information, by Device, Jan 2014
% of respondents
PEOPLE TRAVEL LESS PREPARED RELYING ON THEIR MOBILE SEARCH AND APPS
TO FIND HOTELS, CARS, AND LOCAL SERVICES
Hotels are the
leading category
that benefits from proximity and
mapping mobile capabilities."

18. There is an app for Everything
THE AVERAGE TRAVELER HAS 3 APPS AND USE 2 OF THEM
Source: eMarketer Travel Trends for 2015 How Digital will Drive New Opportunities for Revenue and Distribution
86%
Of mobile time is spent on Apps!
The Rise of On-the-Go
Searches
And proliferation of apps is
changing the way consumers make
the journey to purchase: + last
minute bookings
+ geo located purchases

19. Source: eMarketer Travel Trends for 2015 How Digital will Drive New Opportunities for Revenue and Distribution
Winning the Click of The Traveler
ONLINE DISCOVERY PHASE HAS BECOME MORE EXPENSIVE
Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Healthcare $4.63 $3.75 $4.58 $4.13 $3.68
Travel &
Leisure
$1.08 $1.07 $1.34 $1.59 $1.72
Retail $1.28 $1.13 $1.37 $1.53 $1.65
Real Estate &
Construction
$1.03 $0.94 $1.04 $1.06 $1.13
Consumer
Services
$0.63 $0.64 $0.77 $0.81 $0.86
Business
Services
$0.91 $1.02 $1.17 $1.23 $0.68
Total $1.04 $0.94 $1.15 $1.25 $1.33
US Paid Search Cost per Click, by Industry
Q4 2012 – Q4 2013
Some Travel Ad Spend is
shifting back to TV
As a result of online ad
competition.
60% Increase
In the Avg. price of a travel
click in one year vs. 30% of
the Avg. cost of a click price
increase

20. Grabbing the attention of the consumer
during the discovery phase
of the Purchase Funnel is becoming more challenging for
destinations, airlines, hotels and local tourism services.
Source: eMarketer Travel Trends for 2015 How Digital will Drive New Opportunities for Revenue and Distribution
Consumer Attention:
Most Rare Element in the Galaxy

21. Source: eMarketer Travel Trends for 2015 How Digital will Drive New Opportunities for Revenue and Distribution, Cardiff Metropolitan
University, Destination Brands, Professor Nigel Morgan, Trptale, Tine Thygesen
• Increasing prices of paid search
• Concentration and specialization at the same time of online travel agencies (OTAs)
• Easily perceived undifferentiated offering of destinations, hotels and airlines
• Digital Journeys can take people to a perception of infinite options, they can go to the
moon or to the bottom of the sea in two clicks
Command Attention and Maintain Relevancy
IS THE HARDEST CHALLENGE FOR DESTINATIONS AND TOURISM PROVIDERS

22. Source: eMarketer Travel Trends for 2015 How Digital will Drive New Opportunities for Revenue and Distribution, Cardiff
Metropolitan University, Destination Brands, Professor Nigel Morgan, Trptale, Tine Thygesen
Content is King but for Travel brands its King Kong
VISUAL NETWORKS ARE KEY DRIVERS FOR TOURISM
1.8 BILLION
Photos uploaded and shared
per day.
Stories &
Experiences
People crave stories and
experiences, they want to be
immersed in it and make
everyone know that they did.

23. Source: Triptale, Tine Thygesen. Destination marketing has changed. How to Succeed with digital, mobile & the new travel behavior
UNSTOPPABLE NEED FOR SOCIAL MEDIA SHARING IS A GREAT OPPORTUNITY FOR
TOURISM DESTINATIONS TO TRIGGER ORGANIC DISCOVERY
I Share therfore I Exist,“Posteo y luego Existo”
Content Disseminators
People who already visit can be
your content disseminators.
Trigger Sharing on Sites
• Pic Frames at Landmarks
• Seeding Wacky and fun stuff in
Iconic Locations at Destination
• #mamitasplayadelcarmen
• #playadelcarmenbeachparty

24. Highly Shared Posts
Affects people in such a way
that they want to share with
others. 4. AMUSE
Funny pictures and quotes, as long as they’re
not offensive to any group – sometimes the
humor isn’t quite as strong or edgy – it has to
appeal to a general audience.
5. INSPIRE
Inspirational quotes
6. AMAZE
Amazing pictures or facts.
7. UNITE
A post that acts as a flag to carry and a way
to brag to others about your membership in a
group that’s doing pretty darned good.
It’ not about you, It’s about me “No eres tu soy yo”
SHARABILITY IS ALL ABOUT WHAT THE POST DOES TO PEOPLE
1. GIVE
Offers, discounts, deals or contests
that everyone can benefit from, not
just one sub-group of your friends.
2. ADVISE
Tips, especially about problems that
everyone encounters; for example,
how to get a job or how to beat the flu.
3. WARN
Warnings about dangers that could
affect anyone

25. STRONG BRAND STORY-
TELLING ACROSS ALL
RELEVANT TOUCH POINTS
LAST THOUGHTS FOR
THE JOURNEY: MIX
LOVE AND MATH

26. ShowmeLove!:What’syourbrandstoryandwhy
shouldyourconsumercareaboutit?
Boost discovery and retention in all stages of the funnel with strong compelling reasons
why to travel/purchase to your destination: CONTENT, CONTENT ALWAYS CONTENT
Don’t go shy with your
TV, Radio and other
traditional media copies,
make stories to be
shared, not ads to skip.
Think Digital First from
the creative perspective.
Mobile IS the
first window.
Impeccable Search
Optimization Marketing in
all your mobile and web
presence
Content Always-On:
Become a Content Publisher, Robust site
with rich content, social media, traditional
media branded content (Print Editorials,
TV Specials, Product Placements) are not
a luxury are a matter of survival.
Become a
Provocateur: We all
have a “SoMHo” inside,
provoke your visitors and
customers to share your
content.

27. Follow your consumer
like a sniper, watch your
web and mobile metrics
and your traditional
media exposure at the
same time
.
Be found or be dead:
Responsive design, smart
apps presence and geo-
target messages should
be essentials in your
communication tool kit.Track your consumers until they are
back home: mix your media data with
your destination, occupancy and other
transaction and consumption data
before-during-after trip Crack your Social Media
Numbers: Engaging
Rankings (Shares, Likes,
Total SoMo Reach)
Sentiment Indicators
Use Retargeting
and Contextual
Programmatic
Digital Media
Tools
EatyourVegetablesanddoyourhomework:
DataDrivenCampaignmanagement
Becoming a Data Junky comes with the uniform

28. A PATH ONLY FOR THE
BRAVES
TRAVEL MARKETING:
THE FRONT LINE OF
INNOVATION

29. A Viajar!
Gracias.
Adriana Peña Ruiz
(323) 336-1791
apena@entravision.com

30. ADDENDUM

31. Upgrade to HD, Internet Connected and bigger screens
Traditional media, previous experiences, friends and family referrals
Online Research, (Web SEO and Mobile In-store SEO)
Online/Offline In-Store
Offline Store
Social Media and One-2-One Mobile referral
11 weeks
Bran Websites, Offline Stores, Media
Case Study: Disruption of TV Products
Purchase Funnel and Key Brand Touch Points
IT CAN ALSO DRIVE CONSUMER THAT LEARN ABOUT THE TECHNICAL FEATURES AND
FIND THOSE FEATURES IN A CLICK AND OTHER BRANDS WITH FAR LESS UNAIDED
AWARENESS
Primary Driver
General Brand Awareness
Specific Brand Awareness
Purchase Intent
Purchase
Advocacy
Avg Length of Consumer Path to Purchase
Key Touch Points